Rich Pusateri is a B2B marketing enthusiast with a passion for storytelling through relatable content and memorable experiences. Rich was one of the first founding team members of Postal when he started as an intern in 2019 and now holds the Content Marketing Manager role.
Booking meetings with prospects has been a persistent challenge for sales reps over the last few years — and 2022 was … well, tougher on BDRs, to say the least.
The percent of reps who hit quota in 2022 dropped from 58% in Q1 to 22% in Q4. According to Salesforce, only 28% of BDRs exceeded their quotas in 2022, while 72% fell short.
This highlights the ongoing need for an innovative sales channel that helps BDRs overcome economic turmoil and create meaningful connections with prospects.
The Importance of Personalization in
Sales Outreach
Personalization is now the status quo in sales outreach, particularly for BDRs who are seeking to make genuine connections with potential clients. It serves several purposes, including building trust, increasing engagement rates (email open, click through, response, etc.), and differentiating from competitors.
It’s also the bare minimum of what needs to be done to break through today’s digital noise and establish real, human connections.
Eighty percent of consumers are more inclined to do business with a company that provides personalized experiences. Personalized outreach, such as a tailored message or a relevant gift, is a proven way to build a connection with prospects and demonstrate that their needs and concerns are understood.
How Postal Helps BDRs Execute Personalized Offline Outreach
Postal is a Global Offline Engagement Platform that helps BDRs and sales teams around the world create personal experiences with ease. BDRs can choose from a variety of items, including branded swag, handwritten notes, and create custom gifts on the fly.
Postal Brand allows them to build their own public-facing branded swag store for a more ecommerce-like shopping experience.
Postal Pro Tip: Provide your prospect with credit to shop your brand’s swag store and enable them to choose an item that they’d enjoy.
More Ways BDRs Can Use Offline Channels
More Ways BDRs Can Use Offline Channels to Accelerate Pipeline
- Offer a creative, relevant incentive to a prospect in exchange for their time. This is one of the oldest plays in the book but a proven way to triple meetings booked for reps who are only engaging via digital channels.
- Add offline touchpoints to cold outreach sequences to double connect rates.
- Send items one-off to cold prospects whose address information you’ve already collected from previous gifts they’ve redeemed. Learn how the Postal Demand Gen team achieved an ROI of 17.5x with this strategy.
- Send a relevant or seasonal offering when a prospect has a life update (promotion, purchases a home, celebrates a round of funding, etc.) or is facing a challenge (sickness, family health issues, etc.).
- Move a stale deal along or re-engage with a prospect who’s gone dark.
- Simply say “thank you” for taking a meeting and show gratitude with a personal item.
- Gain trust within a buying committee by sending a unique, shareable sales gift to the office space of your target account.
- Send a gift follow-up when a prospect has to jump from a cold call as opposed to another email or phone call.
- Use gifts within competitive buyout campaigns to differentiate with a personal touch.
Effortlessly Manage Items and Budget Across Teams
In addition to helping BDRs book meetings and accelerate pipeline, Postal offers budget/team management and item approval features that can help sales managers and executives support their reps in creating personalized outreach at scale.
After approving specific items for their teams to send, sales managers can easily allocate a monthly budget per team or rep to empower them to authenticize their communications.
Best Practices for Using Postal’s
Personalization Features
BDRs can choose from a wide variety of gift offerings in the Postal Marketplace that can be personalized to fit their prospects’ interests, needs, and pain points.
(For example, they could send prospects alma mater swag, congratulatory gifts for a promotion, a gift related to a recent product launch, or even something as simple as a handwritten note or a gift card to a local restaurant).
The possibilities are endless, and BDRs can choose from Postal’s curated gift selection or work with the platform’s design team to create custom gifts that align with their branding and messaging. Marketplace filters even allow reps to search for items local to their recipient.
With these personalized gift offerings, BDRs can demonstrate their attention to detail and their willingness to go the extra mile for their prospects, building trust and rapport that can help them book more meetings and close more deals.
By incorporating Postal’s platform into their sales workflows, BDRs can make their outreach more human and more effective, while also streamlining their processes and automating time-consuming tasks.
Enabling BDRs for Success with
Postal’s Integrations
To help BDRs achieve successful outreach, Postal offers a range of powerful integrations that make sales workflows, cadences, or sequences more impactful for reps. By using the offline channel within their native tools, BDRs will create more personalized and effective outreach that resonates with their target prospects.
CRM and Calendar Booking Integrations
Postal integrates with leading CRM and calendar booking platforms like Salesforce, HubSpot, Chili Piper, and Calendly, enabling BDRs to send gifts and communications directly from within their day-to-day interface. Offering a gift in exchange for time on the calendar has never been easier.
Sales Engagement Integrations
Postal also offers integrations with other popular sales engagement tools like Salesloft, Outreach, and Marketo. These integrations enable BDRs to easily incorporate Postal’s personalized gifts and communications into their existing sales cadences, sequences, and smart campaigns.
Postal also offers integrations with other popular marketing tools like Eloqua and Zapier. These integrations enable BDRs to incorporate Postal’s offerings into their overall marketing and lead generation strategies, enhancing their overall effectiveness and driving better results.
Use Offline Channels to Maximize Results with Minimal Effort
Postal’s platform features and integrations offer powerful tools for BDRs to create more personalized, effective outreach that resonates with their target prospects.
By using the offline channel in tandem with digital outreach and engagement, BDRs will book more meetings and become more efficient in their communication with prospects.
About Postal
Founded in 2020 in San Luis Obispo, California, Postal is the leading Global Offline Engagement Platform that serves over 600 B2B customers like Yelp, Cisco Meraki, Seismic, and Fivetran. Postal enables customers to create meaningful and impactful human connections with prospects, partners, customers, and employees.
Learn more at www.postal.com and meet with one of their specialists to learn how your BDR team can adopt the offline channel with ease.
