You may be wondering…how can I personalize my messages effectively?
Now that we know that a personalized message will perform better when prospecting, you may be wondering…how do I personalize my messages? That is where buyer personas come in. The most critical personas you will engage with are Champions and Economic buyers.At a high level, the economic buyer is likely to care about high level business metrics and the ‘why’ behind your services and what they can do to your bottom line. Your champions, on the other hand, are more likely to be interested in the how. They will likely be your weekly liaisons or work alongside you to drive the strategy that will get your partners to their overall why. Here is a graph to demonstrate what this looks like:
Let’s go a bit deeper here and see who your champions and economic buyers are, what they care about, and how you can personalize your messages to reach out to them.
Champions
Who they are: Internal advocates who support Klaviyo but lack final purchasing power. The champion has the power to serve as your inside influence for the economic buyer.
Common titles:
- eCommerce Managers
- Directors of Retention
- CRM Managers
- Performance Marketers
- Directors of Support
- Directors of Customer Experience
- Your title! (our Agency partners serve as champions for Klaviyo a lot of the time!)
What they care about:
- Performance and results: will this drive engagement, conversions, and revenue?
- Data-driven personalization
- Efficiency: Can we scale without additional resources?
- Strategic execution: Does working with an agency allow us to move faster, test more, and optimize continuously?
Personalization checklist: Are you:
- Calling out day-to-day pain points? (e.g. How much time do you spend setting up flows manually?)
- Offering tactical advice and quick wins
- Positioning Klaviyo as the engine and your agency as a driver?
- Helping them prove Klaviyo and your value internally?
Example outreach message:
"Hi [Name], I noticed [Company] recently launched [XYZ product]. Many teams I work with struggle with personalization at scale. Klaviyo’s automation + our execution expertise helps brands increase conversions without additional workload. Let’s chat about how we can support your team.”
Economic buyers
Who they are: High-level decision-makers with final purchasing authority. They control budgets, set strategic priorities, and focus on scalability, profitability, and competitive positioning. Think about it like this: your economic buyer is the one who can create a budget for good ideas.
Each economic buyer has their own motivations and goals, so we highly recommend researching the executive you’re meeting with and showing that you’ve taken time to prepare and demonstrate that you know what they are trying to accomplish. However, here are a few patterns we see across a few titles in the C-suite:
Common titles:
- Chief Marketing Officer (CMO)
- Chief Executive Officer (CEO)
- Chief Financial Officer (CFO)
What they care about:
- CEO: profitability, ROI, retention
- CMO: Customer acquisition costs, conversion metrics, channel attribution accuracy
- CFO: reducing cost, growing revenue efficiently, mitigating risk, and maximizing productivity
Personalization checklist: Are you:
- Executives care about driving the business and competing in a differentiated fashion in the market (vs. the day to day concerns of a manager).?
- Positioning Klaviyo as a competitive advantage & your agency as the missing execution layer?
- Highlighting cost efficiency & risk mitigation?
- Tailoring messaging to their business goals?
Example outreach message:
"Hi [Name], I saw [Company] is expanding into [new market/new channel]. Many brands in this position consolidate their tech stack to scale faster. With Klaviyo’s AI-driven automation + our execution expertise, you can optimize customer journeys and increase retention by X%. Let’s chat about how this applies to [Company].”
Deepen your personalization (scalably) by personalizing based on these factors:
Personalization goes beyond just knowing a prospect’s title. Here’s how to research and tailor messages based on multiple factors:
Person-specific (career and background)
Start by going onto your prospect’s individual LinkedIn page to look for:
- Job changes, promotions or recent LinkedIn activity.
- Podcasts, interviews, or thought leadership they’ve shared.
- Awards, endorsements, or company news.
Company level (brand and business goals)
Take a look at the company’s LinkedIn or website. You can also search “company AND digital” to find more information. Here you are looking to see:
- What segment the brand is focused on (small businesses versus larger enterprise).
- Hiring trends (growth/restructuring).
- Company awards.
- Tech stack.
- Web traffic.
- Bounce rates.
Current customer experience
Interact with your prospect’s brand. Start by:
- Browsing their website.
- Subscribing to SMS or email.
- Reading reviews.
- Looking at social accounts.
- Taking key actions to see if they include key touchpoints (e.g. adding something to your cart, looking at their welcome series or subscription options).
Past context
This usually means that the person who you are connecting with already had a positive experience with Klaviyo or your agency. You may see this scenario when the person used Klaviyo + an agency at a past company, the company or person had past conversations with you, or you’ve spoken to someone else at their company in the past, etc. Really, any conversation they have with Klaviyo can be used to personalize your outbound communication!
Objection handling
Many objections will surface later in the sales process, during discovery or the pitch, but that doesn’t mean you won’t encounter a few early on.
This objection handling guide will help you respond to common objections and tailor your follow-ups based on the persona you're engaging with.
Pro Tip: Don’t overthink personalization. If you only have 30 seconds, focus on person- and company-level insights. If you have more time, dig into CX and past Context.
Need more help personalizing? Try out these AI prompts:
Copy and paste these prompts into ChatGPT (or any large language model you prefer) to generate insights before your next outreach. Then, use these insights to craft a personalized outreach message. Can you see a difference from your usual messaging?
- You are the VP of Marketing for a DTC beauty brand. What are your top 5 priorities?
- Follow-up prompt: What challenges prevent you from achieving these goals?
- You’re the Director of Marketing at <<Company name>> deciding which marketing channels to spend money on. What would you consider in your decision making?
- You’re the Support Manager for a beauty brand. What gets in the way of creating loyal customer experiences?