Section 1: Best Practices
Unify is a sales engagement platform designed to help you book more meetings. To ensure that you see the best results, we recommend a few general principles:
- Act Quickly: Act on intent signals within 24-48 hours to catch prospects before they make their decision. Intent gets stale quickly.
- Engage with Every Lead: Once you define intent signals and ICP in Unify, avoid selective outreach. Avoid introducing bias into how you prospect.
- Email, Phones, LinkedIn: If you’ve found that a channel works best for your team, use Unify to lean into that. Unify excels at email - if that’s your preferred channel, great. If not, use email to supplement LinkedIn or phone outreach. See section 4 below to see our recommendations for email and LinkedIn outreach.
Section 2: Getting Intent and Prospect Data to Reps
The best way to deliver data to your team via Slack or Salesforce.
- When to use: Ideal for low volume, high value signals. It’s important to ensure the sales team is accountable for acting on alerts to ensure hot leads don’t slip through the cracks.
- Benefits: Immediate and contextual information delivered to where your team is working.
- For detailed instructions on enabling Slack alerts, visit our Slack Integration Guide.
CRM Integrations (Salesforce)
- When to use: Both for low and high volume signals. Our Salesforce integration automates creating and updating leads, contacts, and accounts.
- Benefits: Reduce friction for reps by eliminating the manual steps involved in prospecting.
- Learn more about integrating Salesforce in our Salesforce Integration Guide.
Section 3: Intent Signals
Intent signals are indicators that there’s an opportunity to sell your product or book an intro meeting. Our customers have seen success with these signals:
- Closed-Lost Opportunities: A revisit to your site by a closed-lost opportunities signals the prospect might be interested in re-engaging.
- Previously Contacted Companies on the Website: Signals that something you communicated resonated with the prospect.
- Repeat Buyers: When someone you’ve sold to before is back on the website demonstrating high intent. This works well for businesses that have more transactional sales.
- Pricing Page Visits: Checking out pricing pages indicates that prospects are seriously considering a purchase decision.
- Technical Docs: Visiting technical documentation means a prospect is in the consideration phase, and trying to understand how they’d work with your product.
- Support Docs: Interest in support docs (e.g., integration details), suggests prospects are trying to understand how your product works and if it would work for them.
- Competitor Comparison Page Visits: This shows prospects are evaluating options and looking to make a decision. An example page is Ramp vs Brex.
- Case Study Page Visits: Prospects looking at case studies are trying to understand if you’ve been successful in finding value for customers in the past. Social validation is typically part of the decision process.
- Product Page Visits: Interest in product detail pages indicates a desire to understand specific product offerings in more granularity.
- Solutions Pages Visits: Visiting pages tailored to specific company sizes, industries, or personas suggests a prospect is evaluating how your product fits their needs.
Section 4: Section 4: Nailing Email or Linkedin Outreach
Nailing email and LinkedIn messages is key to booking the most possible meetings from Unify. A few guiding principles:
- Use Soft Messaging: Use your judgement, but we typically recommend against direct mentions of website activity. Instead, tailor messages to address the pain points related to the product or service they showed interest in.
- Keep It Short: Many senior leaders at your target accounts read emails on their phones, concise messages under 100 words are more likely to be read and understood. Remember that people are skimming emails.
- Persona-Specific Messaging: Address specific pain points and perspectives of the different personas you sell to (e.g., sales and marketing for us). Avoid generic messages that try to cater to multiple personas, as they may resonate with none.
- Focus on One Product: If you sell multiple products, pitch one per email. This approach minimizes the chances that your prospect gets confused about what you solve.
- Highlight Relevant Pain Points: Rather than pitching your product, focus on speaking to a specific challenge or pain point that your prospect has. Educate the prospect on your product once you’re on the phone with them.