How to Balance Detail vs Volume in Outbound Campaigns

I was talking with my CSM @ Breakout on Friday as we were coming up with a campaign idea for a client.

We had an idea of preliminary research we wanted to do on them so that it would look like we did our homework on every prospect and so our message would make perfect sense.

As we were knee-deep in a Clay table running enrichments and using AI I took a step back and asked myself this:

"How much does this 1 AI variable really change what we're saying in the email?"

The entire purpose of a platform like Clay is to find out something about the prospect you’re contacting that directly relates back to what you’re saying in your offer.

If the enrichment you’re running doesn’t do this, there is absolutely zero reason for you to be doing this.

It is so easy to get lost inside of sales tech platforms digging around for the favourite colour of your prospect so you can name it in your email thinking that will make them interested in what you’re offering.

This has zero logical correlation with someone’s interest level in your shit.

AI personalization / prospect enrichment should only be used for the idea of enhancing the main idea / offer you are trying to sell them.

There should be a logical inference that is able to be made from the information about them that you find out and mention, to the thing you’re selling them on.

Thus meaning, sometimes you are doing way too much upfront enrichment / research on your prospects.

Sometimes, the best thing you can do for a campaign is simply let it rip.

Focus on deliverability, make sure the copy is short and digestible, and put it in front of people’s eyes.

You can spend 4 hours in Clay digging through useless information and burning through cash all to finally launch it for a campaign to realize nobody wants what you’re trying to sell.

I made a video going over the process we use to find the balance between these 2 ideas so that you can let campaigns rip if you need to, and you can be a data nerd if you need to.

Give it a look here: