How reps can deliver more pipeline with less effort using Outreach

Prospecting and account management are art forms that require knowing your account, the right prospect to engage, and what to say and when to say it. When you factor in the inconvenience of manual processes, scattered teamwork, and fragmented information, even the best sellers can struggle to get their sales motion off the ground.

With Outreach, I can pair seamless account research with rich engagement insights to ensure we get the right message to the right prospect at the right time. Here are the two workflows I use to research and engage my accounts to deliver more pipeline with less effort.

Research and build strategy with Smart Account Plans

Keeping information about accounts centralized and up-to-date is an essential part of any successful Account-Based Selling (ABS) strategy. That’s why our team uses Smart Account Plans to research accounts and develop custom, data-backed strategies that build and strengthen relationships with the right people.

Here are four ways I leverage tools in Outreach to nail ABS:

01. Leverage insights from sales intelligence tiles to understand your account’s business

Understanding my account’s business, competitors, and market position are all critical in helping me develop a customer-centric engagement strategy that proactively identifies potential obstacles or objections I may run into during prospecting. Outreach’s AI-powered sales intelligence tiles make it easy for me to automatically pull in account information like Tech stack, Competitors, and Account information, making account research a breeze.

02. Understand account health and customer insights with your Engagement Timeline

Previous interactions between my team and account is another key component in account research. The Engagement Timeline on my Smart Account Plan compiles all emails, calls, meetings and Kaia recordings in one place so I can review all the conversations that preceded me. Here, I use Key Takeaways and Next Steps to familiarize myself with my account’s business objectives and strategize on where to lean into my account. I can also easily review previous touchpoints with an account for more context which helps me adjust my engagement strategy’s tone and messaging so that I strike the right note when I reach out. 

03. Use the Prospect Relationship Map to target qualified buyers

According to Outreach data, cross-department threading has the  potential to increase win rates by 56% – so knowing what prospects to target can help you win bigger deals faster. The Prospect Relationship Map provides me insight into the who’s who of my account. Knowing my account’s champions, detractors, and the relationship between them helps me devise a robust engagement strategy that targets the right people.

04. Get up to speed and pinpoint risk and opportunity with the power of AI 

Reading every single email or watching every Kaia recording is not the most efficent way to get answers about my account. Smart Account Assist generates summaries of recent account activities, providing valuable insights and helping me get what I need quickly without having to sort through mountains of information. You can also ask specific questions about risk factors or business challenges and Smart Account Assist will surface the answers and links to emails and meetings it used to generate the content.

Targeted prospecting using Account insights

Once I’ve researched my account and developed an engagement strategy, I head to the Accounts view in Outreach which helps me identify the best time to reach out to my accounts and execute my prospecting strategy.

01. Review insights on the Accounts page to identify which of your accounts needs more attention

Effective prospecting means knowing who to engage with and when, especially when prospects go cold. The columns in my Accounts page provide key information at a glance to show which accounts need nurturing, which ones have prospects active in sequence, active tasks, meetings, and when an account was last contacted. Using additional features within Accounts like Smart Views and sorting by Last Contacted can help hone in on where you need to put your attention to get the ball rolling again. 

02. Identify and sequence qualified buyers

Once I identify an account that needs attention, I can easily review prospects and use Persona filters to find qualified buyers with buying power who are not currently in sequence. By targeting senior-level prospects, I can make sure I’m investing my time in the folks who are more likely to book a meeting and have the most influence in my account.

03. Personalize sequences to drive open and conversion rates

Now for my favorite part: Connecting with prospects. I can confidently reach out to my account’s potential buyers using research from my Smart Account Plan to personalize my sequences. These personal touches and strategic selling efforts help me stand out from the crowd and foster close customer relationships – plus, it’s done wonders for my reply rates and meeting conversions.

More pipeline with less effort

Outreach’s Smart Account Plan and Accounts view give me the tools to streamline workflows, uncover valuable insights, and build stronger prospecting and engagement strategies. With everything in one place leveraging these tools alongside Outreach insights, automations, and engagement data has made me more efficient, stay ahead of risk, and strategically target the right prospects at the right moment. Plus, with everything in one place, I can spend less time managing data and more time growing my accounts and closing deals.