Jun 2, 2025
Published by: Malte Lohaus (Co-Founder & CPO @SYNTINELS); Julius Göllner (Co-Founder @ARRtist; Sales-Expert)
Nowadays, the term "Personalised Outreach" echoes across the entire sales world, on LinkedIn, in blogs, webinars, … - everywhere. We think it's time it becomes more than just a buzzword. In the following guide, we clarify the term and try to make it usable for you and your sales organisation, so hyper-personalised sales outreach will boost your conversion rates but without loosing time efficiency!
The current Status Quo of Outbound Sales
The No.1 challenge in Outbound Sales is: Finding, prioritising and engaging with the right prospects. This challenge has not yet been fully solved by current players in the market. The result is that sales organisations keep trying to find the 1 out of 100 by annoying the other 99%.
The applied strategy behind it is to understand potential customers by first defining the Target Accounts, based on specifications for Employee count, Industries, Financial KPIs, and few more. Afterwards the Target Personas will be identified within these Accounts, so in the end, all of them are targeted with one generic messaging and a focus on Quantity rather than Quality.
But the new era of Outbound Sales is adding a new ingredient to the established sales method: Timing & Relevance!
It's nothing really new, but it is difficult to practice it with today's capabilities, especially due to the enormous time invest in doing research. But approaching this sales strategy pays off in knowing which prospects are more ready to buy! - Your conversion rate and brand reputation will thank you!
The Importance of personalised Outreach
Let’s talk about “the Importance of personalised Outreach” and how it contributes to ensure Timing & Relevance.
Reaching out to potential customers using mass emails and standardised wording is outdated and not working anymore. You as a seller need to find a way to cut through the noise to earn a meeting with your champion.
The key to success is personalised outreach. In every sales message, the recipient needs to feel valued and should understand that the offered solution is solving a real problem for him / her. You can also guess the challenges of the recipient and the company based on industry standards or the job title but to create Timing & Relevance you have to learn more about the current situation and strategic directions of the person and company.
By using a hyper-personalised wording based on real and timing-related events, the conversion rate is proven to be 4x higher! - Say goodbye to standardised guesswork and welcome to a sales approach based on Timing & Relevance!
Role of Sales Triggers for personalised Outreach
Sales Triggers in general are events, situations or circumstances that express a potential customer's interest in buying a product or service. As a result, Sales Triggers highlight that a potential customer is more ready to buy and should be contacted right now, based on the right timing and a higher relevance!
Let’s have a closer look at three ingredients of the secret sauce for personalised Outreach:
Job Postings
News
Used Technologies
Based on these insights you can derive strategic challenges or changes the company is currently facing.
Job Postings:
The described responsibilities, tasks and objectives of a Job Posting highlight the future direction and strategic goals the company wants to achieve by hiring this specific role. - Or in other words: Your insider information without being inside the company!
In addition, Job Postings always include some company information, you can check your ICP assumptions with or you can reuse it in your outreach messaging.
One example of how our sales reps at SYNTINELS are using Job Postings:
News:
News are valuable for personalised sales outreach as they provide real-time insights into company-specific changes or market trends. This informations enable a tailored messaging to align with the specific needs and challenges of your prospect, fostering a more relevant and impactful sales approach. You can easily use news to start a discussion about the strategic changes that (will) result.
One example of how our sales reps at SYNTINELS are using News:
Used Technologies:
By knowing the prospect's existing tech stack, you can tailor your pitch to showcase seamless integrations within the technology landscape. Additionally, you can specifically demonstrate how your solution outperforms or complements the competitors' offering. In short: This approach enhances the prospect's confidence in the compatibility and superiority of the proposed solution.
One example of how our sales reps at SYNTINELS are using Technologies:
Sales Trigger vs. Sales Indicator
By reading the examples above, you can also understand that there is another main part required for successfully personalising your Outreach Message. I am talking about the so-called “Sales Indicator”, which provides context to the Sales Trigger and describes the associated challenge for the person or company.
The combination of Sales Trigger and Sales Indicator reasons a perfect timing, higher relevance and ultimately a confident probability for a successful sale.
Setting up your Sales Organisation for success
Setting up your sales organisation to practice this new standard, is not an easy task! - It is an overall construct combining different workflow steps (incl. Lead Generation, -Management and -Engagement), challenges and suitable software tools. We designed a quick overview for you in the following image (click it to open):
So “Personalisation” is not the first part in the process. You have to build up Account lists and have to get the contact data for your Target Personas by using databases like LinkedIn SalesNavigator or comparable ones. Based on that you know what Companies and Personas might be interested in your solution, today or later. This is the baseline you have to manage in your CRM. The main challenge afterwards is to identify, prioritise and engage with the Companies and Personas out of your CRM that are most ready to buy. Personalisation based on Timing & Relevance addresses this challenge, so you ultimately know "Why to reach out now?” and “With what compelling message”. And then, you are ready to engage successfully!
What to accomplish for "Personalised Outreach”
Here you can find a short overview of how you can establish the new era of Outbound Sales based on Timing & Relevance in your Sales Organisation:
Change mentality to “Quality > Quantity”
Organise regular group discussions about Customer Challenges and how to detect them
Establish timing slots for doing research (it takes some time to do it via Google, …)
Be creative in thinking about Sales Triggers & Sales Indicators (We talked about three different examples 💡 how we can approach Personio right now)
Set the requirement to use at least one personalisation part based on Timing & Relevance in every outreach message (as Icebreaker or PS section)
Your easy gateway to Personalisation: SYNTINELS
SYNTINELS wants to give the answer on the No.1 challenge in Outbound Sales by empowering a personalised and relevance-driven sales approach to identify, prioritise and engage with prospects.
You can instantly reveal open job postings, interesting news, and used technologies on your current prospects to highlight the relevance of your solution and why you are reaching out now!
In the second step, you can watch AI taking over to write a perfect outreach message for you by using the provided Sales Triggers + Sales Indicators, your product pitch and a catchy Call-To-Action. - All within seconds!
The cherry on top: SYNTINELS works right where you are. The Extension is embedded in your CRM system, on LinkedIn and every Company Website. - With SYNTINELS, Personalization is just one click away!
Some benefits:
Empower all of your Sales Reps to personalise their Outreach
Reveal Sales Triggers for all of your Prospects to ensure “Timing & Relevance”
Focus on only relevant Sales Triggers by filtering for topics, content and keywords
Reduce research time to the minimum and keep efficiency high
Integrate it easily into the daily sales workflow
Let’s shape the new era of Outbound Sales together! Based on Personalisation & Relevance.
We are always open to discuss about that topic (my calendar)
Also feel free to visit www.syntinels.com