studmuffin profile picture
studmuffin profile picture

studmuffin

Business Development

Contributor
Good Citizen
Fire Starter

B2B Low ACV High Volume

My buddy recently asked me for advice and I was a struggling with this one

I've never worked in his industry so I don't have all the incites, but what I do know is the biz he works at uses the high volume low value model for customers

(Hypothetically) "If you were asked to sell a product that has low ACV, let's say $2500 per year, how would you do this?"

Are emails worth personalising at this point?

Would you just blast an email campaign and hope for the best?

Curious to see if there is any folk out there with experience of something like this and how they did it 


🧠 Advice
💌 Cold Emailing
☁️ Software Tech
10

19 comments

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poweredbycaffeine
WR Lieutenant
6
☕️
I built a sales org and scaled it with a $1200-$2400 ACV.

Personalization in the industry we were in was still very important, but we were 100% inbound. We figured out how to leverage Facebook ads to drive our entire pipeline because that’s where our ICP spent 80% of their time when their facilities were empty. Social engagement was paramount.

We also leveraged text as a medium for booking appointments. Again, ICP specific learning.

Even with a low cost of entry you want to be hyper specific about your ICP and figured out what makes them say “yes”.
studmuffin
Contributor
1
Business Development
Always love your insights ☕️ good point on the “where is your customer hanging out” and target there. They are also very heavily inbound and only just started on the outbound so this could be some good advice re what makes them say “yes”. It’s his first sales role, think he might have some homework to do.
poweredbycaffeine
WR Lieutenant
1
☕️
Also important to know if it’s worth going outbound. Find out what’s the TAM looks like and what percentage is already coming to them in terms of number of companies (not contacts).
studmuffin
Contributor
1
Business Development
Not sure what their TAM is or how much of it they own, didn’t even consider they might be better off staying inbound. Possibly a 50:50 outbound/inbound model could work? If no success on outbound, double down on what already works
poweredbycaffeine
WR Lieutenant
0
☕️
Outbound to cold inbounds is also a good testing ground.
Justatitle
Big Shot
2
Account Executive
Doing an email blast won’t take much time, it’s worth personalizing to an extent but in all honesty when I was at a lower ACV company the phone was the best method. That may sound like a line off LinkedIn but it is true
studmuffin
Contributor
1
Business Development
Interesting. my thought process was personalise to ICP challenges anything more than that wouldn’t be worth the time. Especially when we are talking such low $ vs going for volume clients
Justatitle
Big Shot
0
Account Executive
Problem with the sheer volume play is that even then you have low chances of success, it’s still a quality game even at lower ACV.
studmuffin
Contributor
1
Business Development
Seems like there is a balance to be found. Maybe if he can understand the motivations behind the “why” as PBC said, and use that info at scale it could work
detectivegibbles
Politicker
1
Sales Director
Still need to tell a story. PBC's post is money, especially the line about hyperspecific...

Tell the story and figure out WHY they say yes. Rinse and repeat.
studmuffin
Contributor
1
Business Development
Agreed. Spinning together the right narrative seems like it would be the key, regardless of deal value. Seems strange to me as I typically hyper personalise given I work with higher values, I can imagine it may be more difficult with lower value accounts that have limited info
RandyLahey
Politicker
1
Account Executive
I like the idea of having a core set of killer templates, but I always look to insert some personalization. I think the gains to be had outweigh those from hyperblasting.

You need to ask yourselves; what do you value? Vanity metrics or tangible revenue growth? I find personalization lends better to the latter.
studmuffin
Contributor
1
Business Development
Me too. I think a repeatable framework that can be tweaked here and there depending on the account is better than spray and pray.

I think the sales function in their company is relatively new so they have no idea where to start, especially with outbound. I leave mass campaigns to marketing.

Ps. Lay off the cheeseburgers Randy 🍔
RandyLahey
Politicker
1
Account Executive
Man's gotta eat...
Diablo
Politicker
1
Sr. AE
As the acv is low, assuming lots of inbound. For outbound, I would definitely mass personalize where I will invite them to sign up for free trial to get some eyeballs. Also, they don’t have enterprise clients at all? Why not strategically target the related companies?
studmuffin
Contributor
1
Business Development
Nailed it. They have been full inbound from free trial sign ups, marketing running ads etc. As far as I’m aware, they have zero intention of looking at Ent. Their product is designed with SMBs in mind and wouldn’t be optimal when a company goes over ~200 employees
Diablo
Politicker
0
Sr. AE
Got it, they need to optimize the pull marketing then. Outbound will not be financially effective. Rather get it outsourced where you pay the company per qualified lead — this never worked for us but can be given a try !
Maximas
Tycoon
-4
Senior Sales Executive
It's then The Cost VS The Gain, his company should already have a plan towards that.
To keep on tracking the deals with the higher gain even if it's low a bit as long as lots of em could be closed with the same prospect.
For those ones with low gain and low numbers they need to find away to make em stop at some point or at least find a way to make em work by increasing the ACV a bit!
studmuffin
Contributor
1
Business Development
The biz he is at is a startup, he is 1 of 3 sales reps at the company. He said their business model is aimed at smaller companies so makes sense for them to target in the masses so if they lose clients it’s a tiny hit to revenue

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