1.
How to Automate Demand Generation
and Personalized Sales Campaigns
@PersistIQ@clearbit

2.
1. Introduction/ Housekeeping
2. Automating the demand generation process
a. How to define Demand Generation
b. Using your current customers to automatically generate leads
c. Building automated loops (social and outbound email)
3. Automating personalized sales campaigns
a. Why people are ignoring your emails
b. Advanced personalization tactics
c. Build 7 touchpoint campaign in under 10 minutes
4. Q&A
5. Conclusion
@PersistIQ
Table of Contents
@clearbit

3.
@PersistIQ
Pouyan Salehi
CEO & Cofounder, PersistIQ
Matt Sornson
Growth
@clearbit

4.
@PersistIQ
Matt Sornson
@clearbit
clearbit.com

5.
@PersistIQ
What is demand gen?
@clearbit

6.
DG = filling the funnel

7.
@PersistIQ
Manual list building sucks
@clearbit
● Super manual process
● Finding a list broker or data provider
● Stale data
● Expensive

8.
Use your customers to build your list

9.
@PersistIQ@clearbit
Two simple techniques
● Similar social audiences
● Outbound email to similar companies

10.
@PersistIQ@clearbit
Similar Social Audiences - FB
Learn More

11.
@PersistIQ@clearbit
Similar Social Audiences - Twitter
Learn More

12.
@PersistIQ@clearbit
Google / Retargeting
• Google’s custom audiences - coming soon
• Adroll / Perfect Audience retargeting

13.
@PersistIQ@clearbit
Pro Tip
You can use the Clearbit Discovery API’s similar function
to take your current list of customers and turn that into
3-5X more companies that are great AD targets.
Then you can use the Prospector API to find contacts at
each company.
Try them both in Google Sheets!

14.
@PersistIQ@clearbit
Automating outbound email
Now we can take the same idea of using our current
customers to build a list of similar companies that we can
then put into our outbound drip campaigns.

15.
@PersistIQ@clearbit
Finding similar companies manually

16.
Finding similar companies w/Clearbit
16 companies
input 82 companies
output

17.
Generating contacts w/Clearbit

18.
Try it in Google Sheets

19.
Go for highly personalized
We automatically create a custom gif for each outbound email.

20.
@PersistIQ@clearbit
Semi-automated outbound email!
● Contacts imported to PersistIQ
w/ similar company name to
reference.
● Manual sanity check / last edits
● Send it!

21.
@PersistIQ@clearbit
Our results
● 52% open rate
● 16% conversion to meeting
● Over 200% improvement on our
other outbound campaigns

22.
@PersistIQ
Pouyan Salehi
PersistIQ
@clearbit

23.
@PersistIQ
1. It’s too generic
2. There’s no value for them
3. It’s obviously mass communication/automated
4. You’re not persistent enough
5. It’s too long
@clearbit
5 Reasons People Ignore Your Emails

24.
@PersistIQ
Words to avoid:
● “Quick question”
● “Just checking in”
● Buzzwords
The fix: Use custom variable more effectively.
@clearbit
It’s Too Generic

25.
@PersistIQ
It’s all about them, not you!
Decision makers get pitched all day every day, show
up like no one else and offer value.
The fix: Do better research and know your personas.
@clearbit
There’s No Value For Them

26.
@PersistIQ
Giveaways:
● Missing variables
● Misformatted emails
● Sent from name@company.com via EPS
● HTML rich formatting
The fix: use the right tools and technologies for the job.
@clearbit
Obviously Automation

27.
@PersistIQ
Most people give up after 2 touchpoints.
Reply rates go up with at least 7 touchpoints.
Persistence wins!
The fix: Set up multi-touch communication in your outbound
platform.
@clearbit
You’re Not Persistent Enough

28.
@PersistIQ
People don’t have time to read a 500 word email.
Keep it concise and don’t use more words than you have to.
Keep it relevant.
The fix: keep it short (about 5 sentences).
@clearbit
It’s Too Long

29.
@PersistIQ
1. Image as variable
2. Meta-variable (variable inside a variable)
3. Paragraph as variables
@clearbit
Advanced Tactics for Using Custom Variables

30.
@PersistIQ@clearbit
Image as variable
1. Set up Dropbox or Google Drive
2. Take screenshot and host the image
3. Put link to hosted image in the variable

31.
@PersistIQ@clearbit
Variable Inside a Variable

32.
@PersistIQ
Write entire paragraphs in a variable and insert into an
email template.
Makes it highly personalized.
Great for 1st touch.
@clearbit
Paragraph as Variable

33.
@PersistIQ
● Keep it short
● Offer a compelling value proposition
● Include a call to action
● Sound like a real person
● Choose a relevant subject line
● Add value with every touchpoint!
@clearbit
Building a 7 Touchpoint Campaign in
Under 7 Minutes

34.
@PersistIQ
Find a good reason to reach out:
● Common connection: “We both know {{common connection}}.”
● Blog post: “Loved your recent blog on {{blog topic}}”
● Value Proposition: “I can help you achieve {{specific results}}.”
● Hiring: “I noticed you’re hiring for {{position}}. Maybe we can help.”
● Funding: “Congrats! We can help you with {{value proposition}}.”
@clearbit
Touch #1

35.
@PersistIQ
Wait 2 days
Resurface and thread the first
● “ I wanted to make sure you saw this.”
@clearbit
Touch #2

36.
Wait 5 days
Find a different reason for following up:
● Emphasize a different business value
● Offer insights
● Educate
● Share relevant news
@PersistIQ@clearbit
Touch #3

37.
Wait 7 days
Ask for the right person if they are not
● “Maybe you’re not the right person, can you put me in touch
with the person who is?”
@PersistIQ@clearbit
Touch #4

38.
Wait 7 days
Offer a piece of relevant content that you’re company has put out
● “I know you’re interested in {{prospect’s challenge}}. We just
wrote a blog post on {{linked title}}.”
@PersistIQ@clearbit
Touch #5

39.
Wait 3 days
Apologize for the constant follow up
● “I would like to apologize for the persistent emails. I know you
must be busy, so in the interest of both our schedules let me
know where you’re at.”
@PersistIQ@clearbit
Touch #6

40.
Wait 7 days
The breakup email
● “I want to send you one last e-mail. I'm sure you're busy, so I
understand if you just haven't gotten a chance to check out
{{your company}}.”
@PersistIQ@clearbit
Touch #7

41.
● How to Build the Perfect Sales Stack
● 4 Critical Factors For Sales Follow-Up Success
● 5 Steps to Personalizing Your Sales Emails at Scale
@PersistIQ@clearbit
Further Reading

42.
@PersistIQ
Matt@Clearbit.com Pouyan@PersistIQ.com
Get In Touch
@clearbit

43.
@PersistIQ
PersistIQ
Want to see how PersistIQ can
help you be more effective with
outbound sales?
Let us show you!
#MeasuringSalesMetrics@clearbit @PersistIQ

44.
Clearbit
Try it in Google Sheets
or give us a shout to setup a demo
sales@clearbit.com