As a sales rep prospecting, you practically live inside your sequencing tool. You can set up cadences to fit your ICP criteria at the click of a button and enrol swathes of likely prospects into lists with personalized “first name” macros.

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But in this quest for more volume, how much do we inevitably end up missing out on from a messaging standpoint?

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Damian Bell, Business Development Director at Cygnetise, where you can manage and share authorised signatories securely in real time from anywhere in the world, found himself pondering exactly that in his mission to optimize team efficiency.

 

Rather than focus on reaching as many people as possible, how could the team increase output in meaningful connections?

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Personalization: solving for an efficiency problem

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“Everyone loves sequences, you can’t get things done without them, but there is a natural tendency to focus too much on the ICP criteria you are filtering with, at the expense of actually demonstrating relevance to the human you want to talk to.”

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The inflection point came down to personalization. The best results, i.e. conversations, come from writing individual notes to prospects. But demonstrating the level of relevance required here demands two things: time spent researching and messaging quality. 

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As Damian put it, “In effect it was solving for an efficiency problem: how to speak to more people affected by the problem we are trying to solve without sacrificing relevancy for volume.” It is a common balance that every rep finds themselves striking, and one that OneShot is poised to help with.

Using OneShot: prospecting within the framework of Social Selling

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As a starting point, the Cygnetise team paired OneShot’s instant AI messaging suggestions with Sales Navigator targeting, and very quickly were able to build out a following without wasting InMail credits on blank invites.

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From there, they had the option of AI recommendations to continue the path of engagement in the most receptive way for any given prospect - this ranged from further hyper-personalized call-outs, to suggestions for engaging on a recent post on the prospect’s recent activity.

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Every touchpoint was hyper-personalized, and yet in every touchpoint they weren’t really selling, here’s how Damian explains it: “We were able to reach more people and establish whether they are interested or not in a less intrusive way”

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And the results?

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Within the first few weeks of using OneShot, they were already netting results. “OneShot got us meetings we wouldn’t have got otherwise, it’s very intuitive and we could cover ground from a social selling POV very quickly.”

Speaking to personas

 

“We found the templates feature was a really neat way to segment out personas, and within these we would be using OneShot to layer on key desired callouts specific to role type or vertical, for example.”
 

The amount of personal and company data from LinkedIn alone enables such a level of personalization, but add to that the ability to transform any paragraph of text into a natural-language messaging touchpoint (think annual reports, personal bios), and the deployment potential for achieving relevancy is endless. 

The end result: expanding multi-channel bandwidth

Rather than replacing tools in their existing stack, the Cygnetise team used OneShot to enhance their bandwidth of reach. This was taken to its logical conclusion for that perennial prospecting touchpoint: the cold call. “We don’t see OneShot or Social Selling as replacing cold-calling, in fact it’s really great for warming up cold calls.”

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By removing the spammy nature of messaging that sequencing high volumes of prospects sometimes necessitates, Cygnetise were able to seamlessly scale a softer, more relevant approach that appreciated the social context of LinkedIn

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Key Outcomes

 

• Enabled end-to-end personalization for LinkedIn invites and follow-up touches

• Saved 4 minutes on personalized notes per note to each LinkedIn contact

• Booked 4 additional meetings per rep within first 2 weeks