When It Comes To Sales Prospecting, One Size Does Not Fit All

sales strategy lady with hat

It’s a pretty common occurrence to feel like once you’ve found copy that resonates with your target audience, that you can then use that for all of your outreach to your target account list. The problem with this kind of thinking is that different departments have very different personas and will react to copy in different ways. Even within the same department, the pain points of the VP level and above are VERY different than the pain points of a Director or Manager and taking a one size fits all is going to:

1. Make it obvious that your email outreach is automated since it doesn’t fit their needs, what they care about, or their voice


2. Have a negative impact on your response rates and sentiments and could cause higher ups that would have been the perfect fit for your product dismiss you.

When sending to different departments in the same Company

A large majority of our clients are B2B SaaS companies whose product is some kind of software or online tool that helps various departments of their target companies. Typically, the department we are going after is marketing, operations, or sales. However, we noticed that many times, we were being referred or re-directed to the IT department who would be in charge of implementing the software and are in charge of the budget for additional tech tools vs. the marketing department who would be the users of the tool and the targets for the use case.

After changing the intro line to the email to reflect that they are in IT,  I noticed that my IT campaigns weren’t performing as well even though the copy was killing it when being sent to the marketing team.  After doing some digging, I realized that while our copy briefly mentioned that the product was an online tool, it was geared entirely to what a marketing or sales team would care about (example: more leads, increase in traffic, streamlined workflow) and while all of these things are great, Gary in IT doesn’t care, and the email isn't tailored to him so he is less likely to respond.

By changing the language to focus on saving money on other software by consolidating programs needed and ease of implementation, the reply rates and positive responses all increased. IT also is less prone to read long-winded emails so the copy had to be MUCH more concise and to the point.

When sending to different levels in the same department

VPs and C suite execs simply do not have the same concerns or pain points that a Director or Manager does. More often than not, the Director and Managerial level are in the weeds on a daily basis, working along with their team while the VP and C suite are focused on metrics and outcomes.

In a sales department, VP and above prospects care about KPIs, and increasing revenue by X amount. Managers, Directors, and reps care about hitting their monthly or quarterly goals and making sure they have enough leads for their book of business. Their needs are more focused on the day to day micro versus the macro concerns of the C suite.

It wasn’t until I noticed a difference in the way these two levels approached the same pain points within their department that I was able to make minor tweaks to the copy to better speak to the different audiences. Just being a teensy bit more targeted made all the difference in response sentiment and volume.

What to take away

Next time you’re writing copy for more than one department or seniority level within an organization, put yourself in their shoes. Do a little research to how heavy hitters in their department and field write articles, the voice they take, what they seem to care about. Look up job descriptions to see what their tasks are, and write your copy accordingly.

Video Blog
Table of Contents
Get In Touch With Our Team


Learn more about our B2B Lead Generation Services.

B2B  Blog Posts

Harnessing the Competitive Edge of Key Performance Indicators (KPIs)
Decoding the Pivotal Relevance of Sales Content in Lead Generation and Sales Development
Revolutionizing the Future of Sales: A Deep Dive into the AI Landscape
Navigating Towards a Smarter Future: Incorporating AI into Business Processes
Unlocking Business Potential with Sophisticated Sales Systems
Mastering Startup Sales: Tackling Best Sales Practices for Phenomenal Growth
Catalyzing Business Progression with Premium Sales Team Support
The Sale Before the Sale: the Secrets of B2B Pre-Sales
The Transformative Influence of Sales Collateral During Meetings
Mastering Inbound Leads by Leveraging SEO's Role in Today's Sales Schema
Transforming Sales with AI: The Ultimate Vision of SalesHive
Revitalizing Business Tactics with AI’s Influence
Transforming Corporate Sales Mechanism: Amplifying Results with vRep’s AI-Powered Chat System
Embracing the Future of Business with vReps: with SalesHive Driving the Transformation
Better Business Practices with Virtual Representatives: Digging into SalesHive's AI-powered vReps
A Deeper Dive: Why Outsourcing Sales Outperform Traditional In-House Sales
Escalating the Trajectory of Business Growth with Outsourced Sales Teams
Amplifying Business Capabilities: The Essential Strength of a Sales Agency
Breaking Ground: Reimagining Closing Deals with Chatbots
Harnessing the Power of ACV Sales in B2B Lead Generation
The Power of Sales Outsourcing: Why B2B Lead Generation is Foundational for Business Growth
Schedule More Sales Meetings with SalesHive: The Ultimate Business Game Changer
Leveraging Outsourcing Strategies During Economic Hardship
Remote Outsource SDRs: Redefining Business Development at a Fraction of the Cost
Create New Revenue from Existing Clients via Strategic B2B Partnerships
Supercharging Sales Performance: The Power of Onesheets and Sales Deck
Building Employee Community Incentives: A Must for Smart CEOs
Embracing Remote Work: Boosting Company Productivity Through the Migration to a Digital Workplace
Unleashing the Potential of Remote Sales Development Representatives: The Compelling Case for Hiring Them in Your Business
Maximizing Your Outreach Sales: Strategies and Best Practices
Maximizing Sales Engagement: Strategies and Best Practices
Outsourcing Sales and Marketing Companies - Everything You Need to Know
Understanding the B2B Sales Funnel
Improving Outreach With A Lead Generation Specialist
How Much Does Outsource Lead Generation Cost?
What Is B2B Sales Outsourcing and How to Do It Right
10 Reasons to Consider B2B Outsourced Inside Sales
Why Should Companies Use BDR Outsourcing In Their Sales Development?
When is it Time to Hire an Outsource Sales Team?
The 4 Pillars of the Sales Development Process
17 Key Hurdles for B2B Sales Development (Part Two)
17 Key Hurdles for B2B Sales Development (Part One)
Should I Hire More Than One Outsourced Lead Generation Company?
A Platform-wise Guide To Executing Outbound
Outreach Channels You Should Care About For Effective Sales
Sales Prospecting Definition: What, Why, and How?
REPORT: Optimizing Outbound Sales During COVID-19
The Advantages of B2B Prospecting Services
The Advantages of Using Account Based Sales
The True Cost of an SDR (Sales Development Rep)
B2B Lead Generation

We’ve Set 85,000+ B2B Sales Meetings.

Speak With Our Team To Learn How!

Loading SalesHive API...

Want More Sales Meetings?

Contact us to embark on your journey to meeting heaven.
b2b sales rep climbing latter
No thanks, I'm getting enough leads.
sales development outsourcing and lead generation
Real-Time Alerts

New Meeting Booked

Prospect Company
Prospect Title
Meeting Source