Why you can’t personalize any more — Jordan Crawford // Blueprint

Jordan Crawford, Co-Founder of Blueprint, sums up his thoughts on implementing a successful go-to-market strategy. When you reach out to a prospect via email, you ultimately want to get a favorable response. However, many of us have become quite familiar with getting no responses at all. Today, Jordan breaks down why your personalization sucks.

Show Notes

  • 03:01
    Why existing personalization sucks
    There isnt enough emphasis on the customer. People are more likely to respond to messaging that is about them. And it shows that your company cares.
  • 05:19
    How to spruce up outreach emails
    Refer to Robert Cialdinis principles of persuasion. Along with structured outsources, the more of these principles you incorporate into your emails, the better they'll be.
  • 09:15
    Optimizing for replies
    Responses wont always convert sales. But they can point you in the right direction, in terms of who you should be reaching out to.
  • 10:22
    Sending multiple emails
    Spread your research out over four emails. While it's okay to send 3-4 emails, youll generally know if a person is interested within the first two emails.
  • 12:51
    ROI impacts of targeting pain
    Positive reply rates range between 11%-32%. 5%+ is a good place for outbound automation to be.
  • 14:10
    Doing pain-based research the right way is costly. Costs can go as high as 100K. However, you can work with outsourcers, and your existing customers, to cut costs while building your dataset.
  • 16:25
    Why you should get feedback from existing customers
    In their own words, youll hear why they decided to take a purchasing action with you. That type of feedback shows you what works and what doesnt when nurturing B2B relationships.


  • "People love to buy, but they hate to be sold to. And that's what we're doing today. We're not talking about them. When we think about our message, it needs to focus on people." -Jordan Crawford, Co-Founder, Blueprint

  • "If your entire message is, I think that you have X, Y or Z problems because of A, B, C and D. Did I get it right? People reply to that message because it's about them and it shows that you care." -Jordan Crawford, Co-Founder, Blueprint

  • "In your ask at the end of the email, if you can give people something for free, about your expertise or about something you did, do that." -Jordan Crawford, Co-Founder, Blueprint

  • "The best framework for email outreach is to think about Robert Cialinis influence. He talks about reciprocation, commitment and consistency, social proof, liking, authority, scarcity, and unity." -Jordan Crawford, Co-Founder, Blueprint

  • "In your outreach emails, an ask example could be, would an additional 10,000 leads a month be helpful for your business?" -Jordan Crawford, Co-Founder, Blueprint

  • "You are optimizing for a reply, not a sale. No one's ever going to say, great, where do I send a check? They want to have a conversation with you." -Jordan Crawford, Co-Founder, Blueprint

  • "You're not going to move a 1% email to a 50% email by sending email 3, 4, or 5. What you really care about is email 1 or 2, where people say, yeah, this is a problem. You got it." -Jordan Crawford, Co-Founder, Blueprint

  • "Open rates dont matter to me because iOS 15 is blocking a lot of open rate pixels." -Jordan Crawford, Co-Founder, Blueprint

  • "The best positive reply I've ever gotten is 32%. Generally, this ranges between 11% and 32% and I feel comfortable with automating outbound at 5%+ positive reply rate." -Jordan Crawford, Co-Founder, Blueprint

  • "If I send emails to 500 prospects, I get 50 replies. Thats a 10% positive reply rate." -Jordan Crawford, Co-Founder, Blueprint

  • "Harmonic.ai is a great tool to start getting company data. But, tools like Clearbit will charge you every time you fetch a record on the company level." -Jordan Crawford, Co-Founder, Blueprint

  • "Pain-based research is bleeding edge in terms of cost. Think 100k a versus a ZoomInfo subscription of 18K-30K. It's pretty expensive to do this in the absolute right way." -Jordan Crawford, Co-Founder, Blueprint

  • "The right way to do pain-based research involves, scoring the entire market, figuring out customer pain as a team, and an SDR with an outsourced budget of hundreds or thousands of dollars." -Jordan Crawford, Co-Founder, Blueprint

  • "You don't have to build this full system to do pain-based research. But you have to start with your customers to do it." -Jordan Crawford, Co-Founder, Blueprint

  • "Call your customer and ask if they remember 3 months ago, when they decided to pay you $50,000. Ask why theyd ever do that and let them defend their own purchasing decision." -Jordan Crawford, Co-Founder, Blueprint

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