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How to Use Company Data to Personalise B2B Outreach

Transform cold emails into warm conversations by using hiring trends, news, and sentiment data for personalised B2B outreach.

How to Use Company Data to Personalise B2B Outreach

B2B sales reps know personalisation improves response rates, but many struggle to find and use relevant company data. Generic outreach gets ignored, while tailored messages based on real insights stand out. This guide shows how to leverage hiring trends, news mentions, and sentiment data to create compelling, personalised outreach.

The Power of Data-Driven Personalisation

Personalised outreach increases response rates by up to 6x. Instead of "I think you might be interested," use specific company data to show you've done your homework.

Key Data Sources for Personalisation

Hiring and Team Changes

Recent hiring activity reveals company priorities:

  • Sales team expansion: Indicates focus on revenue growth.
  • Engineering hires: Suggests product development or scaling.
  • Leadership changes: Shows strategic shifts or new directions.

Example: If a company just hired multiple sales directors, reference their scaling challenges.

News and Industry Mentions

Current events provide timely talking points:

  • Product launches: Congratulate on new features.
  • Funding rounds: Acknowledge growth milestones.
  • Industry awards: Recognise achievements.

Monitor Google Alerts or company press releases for fresh content.

Sentiment and Customer Feedback

Understanding company perception helps tailor messaging:

  • Positive reviews: Build on their strengths.
  • Common pain points: Address specific challenges.
  • Market positioning: Reference their competitive advantages.

Check Trustpilot, Glassdoor, and social media for sentiment insights.

Step-by-Step Personalisation Process

  1. Research the company: Gather data from multiple sources.
  2. Identify key signals: Look for recent changes or achievements.
  3. Find connection points: Match your offering to their current situation.
  4. Craft personalised messaging: Reference specific data points.
  5. Test and refine: Track what resonates and adjust.

Personalisation Examples

Hiring-Based Outreach

"Congratulations on your recent sales team expansion - I noticed you've added 5 new SDRs in the last quarter. As you scale your revenue operations, have you considered how [your solution] could streamline lead qualification for your growing team?"

News-Driven Messaging

"I read about your new product launch in TechCrunch last month. As you expand into [new market], our [solution] has helped similar companies reduce time-to-market by 40%."

Sentiment-Focused Approach

"Your customers consistently praise your customer service on Trustpilot. We help companies like yours maintain that standard while scaling support operations with AI-powered solutions."

Tools for Real-Time Data

Manual research provides good insights, but real-time data ensures relevance:

  • Ventur: Aggregates hiring, news, and sentiment in one dashboard.
  • LinkedIn Sales Navigator: Tracks company updates and signals.
  • Google Alerts: Monitors news and mentions.

Best Practices for Personalised Outreach

  • Be specific: Reference exact data points, not generalisations.
  • Stay current: Use recent information (within 30 days if possible).
  • Add value: Focus on how you can help their current challenges.
  • Keep it concise: Personalisation should enhance, not overwhelm.
  • Follow up: Reference the same data points in follow-up messages.

Measuring Personalisation Success

Track these metrics:

  • Open rates: Should increase with better personalisation.
  • Response rates: Look for engagement improvements.
  • Conversion rates: Measure overall campaign effectiveness.
  • Quality of conversations: Note if prospects are more qualified.

Common Personalisation Mistakes

Avoid these pitfalls:

  • Outdated data: Company situations change quickly.
  • Generic references: "I saw your website" doesn't count as personalisation.
  • Over-sharing: Don't overwhelm with too many data points.
  • Assuming intent: Base outreach on verified signals, not assumptions.

Advanced Personalisation Techniques

  • Trigger-based outreach: Respond to specific events like funding announcements.
  • Account-based marketing: Create company-specific content and campaigns.
  • Multi-touch sequences: Reference different data points across touchpoints.

By using company data strategically, you'll transform cold outreach into warm, relevant conversations. Real-time data makes your personalisation timely and impactful, leading to better engagement and higher conversion rates.

Start personalising with purpose today.

What's your best personalisation tip? Share it at hello@venturhq.co.uk

Happy personalising!
The Ventur Research Team