Personalization vs. Automation

Outbound sales can be super intimidating. With so many data providers and automation platforms, it's hard to know where to start. And then the fears creep in..."What if my prospects mark me as spam?"

Of course, the way to get the highest reply rate is to research prospects daily and craft a highly personalized message for each individual. But, most business leaders don't have the time for this and it doesn't scale.

On the flip side, blasting out an identical message to thousands of potential leads is quick and easy, but it won't yield the same results and may damage your domain reputation if the message isn't relevant and your prospects don't respond, or hit spam.

Our approach to building prospect lists emphasizes the use of event signals instead of relying solely on industry or job title. By leveraging event signals, we can achieve the best of both worlds - perfectly timed, customer-centric messages than can be repeated. Read on for ideas of prospecting strategies you can try out yourself.

Examples of Event Signals

The main function of event signals is to add context to your prospect lists. Messages that address real pain points, mindsets, and needs will always outperform generic, blanket-statement scripts. Some event signals can even indication buyer readiness, helping you reach out to prospects at their exact moment of need.

1. Job Postings

Open job postings at a company serve as clear indicators of a hiring budget, the need for a particular expertise, and an immediate desire to resolve this need. They are ready to invest in talent/solutions, and fix critical gaps in their workforce.

2. Recently Hired

Business leaders who are new to their role are eager to drive positive change and growth within their organizations. They are often more accessible, with less overwhelming workloads compared to their more established counterparts. Their fresh perspective and open-mindedness make them receptive exploring new solutions.

3. Demographics

Examining the demographic makeup of a company, such as the recent hiring or firing trends, can provide a deeper understanding of the company's stage and mindset. Additionally, knowing who is already employed (or not) can reveal gaps in expertise or show the need for a certain software or outsourced solution.

4. Funding

Companies that have recently secured funding are often in a growth-oriented phase and have the financial capacity to invest in areas such as recruiting, marketing, sales, and engineering. After successfully closing a funding round, these companies are under increased pressure to hit their goals, and as a result can be more receptive to collaboration and quickly trying new ideas.


Building prospect lists based on event signals like job postings, recent hires, and funding announcements will help you strike the balance of personalization and scalability. Learn more about how we can automate the entire process for you here:

And if you're interested in learning more about writing pain point focused sales copy, check out this article: