Sales Prioritization Techniques

Heat. Air Quality. Insurance Costs. An Indian Reality We Must Confront. Reflecting on a recent article I read around on how global heatwaves, air pollution, extreme weather are no longer distant threats. They’re having real, measurable impacts on homes, health, and financial risk. As an insurance broker, I believe it’s our duty to understand these changes, and help India stay resilient. Here’s what our sector should be really be thinking about:   What’s Changing, and Why It Matters 1. Rising temperatures and worsening air quality are more than environmental issues, they lead to greater health risks (respiratory, cardiovascular), increased mortality, and greater stress on medical systems. 2. Homes in many Indian cities are more exposed: ageing infrastructure, poor insulation or ventilation, and limited cooling systems magnify heat stress. 3. As insurers factoring in more frequent claims for heat damage, pollution-related losses, and weather disasters, premiums go up. That may make cover harder to access for many.   What the Insurance Industry Must Do 1. Embed Climate & Health Risk into Underwriting We need granular data: mapping risk zones for heat, pollution, flood etc., and using that to price fairly. Homes in “hot-spots” may need additional risk mitigation built into policies. 2. Design Products that Pay for Prevention Develop solutions that reward preventive measures, from cool roofing and air filtration to safer construction practices, where it is best to avoid the use of hazardous materials like asbestos. Parametric/trigger-based covers can also play a role, activating when thresholds such as heat index or AQI are breached. 3. Educate and Partner with Clients Many customers are unaware of how indoor heat or local air quality can damage property, health, and finances. Brokers must become educators, helping people assess risk, explore mitigation, reduce exposure. 4.Collaborate with Regulators & Local Governments Building codes, city planning, heat-mitigation infrastructure, pollution control, these are public goods that reduce risk for everyone. Working together can help reduce insurance risk, keep costs manageable, and make adaptation scalable. Why This Is a Leadership Opportunity India is uniquely placed. We have diverse climates, rapid urbanisation, and growing awareness. By acting now: Build trust: clients will value brokers who anticipate change, offer stable, forward-looking solutions. Drive innovation: those who develop climate-resilient products will lead, not lag, as regulation and customer expectations evolve. The realities of climate change are here and so are opportunities: to protect, to innovate, to lead. Insurance isn’t just about recovering losses, it’s about building resilience and enabling safer, healthier lives. #ClimateRisk #IndiaResilience #HealthAndClimate #RiskManagement https://lnkd.in/dYrveZd3 

Unpopular Opinion - Your insurance broker should say "no" to you far more often than "yes." Let me explain... In the 3 years since founding Lion Insurance Brokers Pvt Ltd, I've seen a troubling pattern. Too many brokers say "yes" to whatever coverage the client initially requests. This approach might keep clients temporarily happy, but it fails them in the long run. A true insurance partner should: ✓ Challenge assumptions about business risks ✓ Question protection priorities ✓ Recommend against unnecessary coverage ✓ Push for overlooked exposures (cyber, liability, business interruption) ✓ Deliver uncomfortable truths when needed Last quarter, we turned down a potential client who insisted on a coverage approach we knew would leave them dangerously exposed. It cost us a commission. But it preserved our integrity. Months later, they suffered exactly the loss we warned about. Our industry needs fewer order-takers and more trusted advisors willing to challenge decisions. ❌ The most valuable word in risk management isn't "yes." ✅ It's "wait, let's reconsider." Has your broker ever pushed back on your coverage requests? If not, you might not have a broker at all—just a policy processor. What’s your experience been? #insurance #finance #money #decisionmaking #leadership

The most ignored source of ecommerce revenue isn’t email, ads, or SEO... It’s the shipping notification. You think the order is “done” once someone buys. But it’s not. They’re still listening. Still looking. And the shipping notification? It gets opened more than 95% of your emails. So why are you wasting it on: “Your package is on the way” Here’s how to turn it into a revenue driver: Subject line: “Your order’s coming — here’s what else customers like you loved” Body layout: 1. Shipping status at the top (don’t hide it) 2. One relevant upsell (bundle add on, not new SKU) 3. A short how-to or tip (“Want it to last longer? Here's how”) 4. A CTA for a loyalty program, early access, or referral Why this works: • Their buying dopamine is still active • Trust is highest right after a good checkout • You catch them when they’re already expecting a message Don’t let your highest open email be a dead end.

Most hotels are missing a huge revenue channel by ignoring email marketing. Here's what we've learned building email strategies for hotels 👇🏻 While I've spent the last year showing you how to leverage social media, email marketing remains criminally underutilized in hospitality. Unlike social media followers, your email list is something you actually own. Email gives you direct access to potential guests, allowing you to: ✔️ Send targeted campaigns based on location ✔️ Retarget previous guests ✔️ Personalize messages ✔️ Drive bookings without constant ad spend But for hotels, email marketing has been a black box... Most industries have countless resources for email strategy. For hospitality? Almost non-existent. Even big brands are just running basic discount campaigns and bland promotional emails. Here's what's working in our email strategy: ✅ Building Our List There are two main drivers - previous guests and website sign-ups. For website sign-ups, we skipped the typical discount pop-ups that would cheapen our brand. We focused on value-driven offers like free stay giveaways to build our list while maintaining luxury positioning. ✅ Weekly Content Strategy Weekly emails strike the perfect balance–keeping guests engaged without overwhelming them. Unlike retail where customers buy monthly, hotel guests book a few times a year. We don’t need to flood guests with emails–we're playing the long game. Mix local activities, events, and property highlights. ✅ Personalization That Converts Targeted messaging helped our email strategy standout. We created campaigns for: ✔️ Local guests seeking quick getaways ✔️ Past guests reminiscing about their stays ✔️ Engaged subscribers ready to book All without paid ad costs. ✅ Email Flows That Drive Revenue This is where email marketing became a game-changer. We created automated sequences to: ✔️ Welcome new subscribers with our story ✔️ Re-engage guests who haven't booked in 9-12 months ✔️ Keep inactive subscribers engaged Here's exactly how to get started: 1. Choose Your Platform Klaviyo is our go-to. While there are many options, we've found it works best for hospitality and is easiest to use. 2. Build Your Foundation Start by compiling past guest emails from your PMS. Then create compelling sign-up offers and popup forms for new subscribers. 3. Set Up Your Flows Top priority: a welcome flow introducing your property's unique experience & story.  Then add: - Flows targeting previous guests - Re-engagement campaigns for inactive subs 4. Plan Weekly Content Map out a calendar mixing: - Local events and activity guides - Behind-the-scenes content - Strategic promotions (but keep them minimal) 5. Design Your Template Create a consistent look: - Clean header with logo and booking links - Mobile-optimized layout - Strategic CTA placement Every property's email list is unique. Test different approaches, analyze what resonates, and find what works best for your property.

Managing a team with $100M+ annual target at AWS was my greatest lesson in account prioritization. Here’s the breakdown:  Account prioritization in 2022: - Demographics (size, location, industry, etc.) - 1 target persona (e.g. VP Marketing) - Company's revenue (e.g. >$50M) - Siloed 1st and 3rd party data sources - Sales reps manually prioritize accounts - Heavy reliance on CRM, low-quality MQLs   - And poor 3rd party intent data Though, the linear, one-size-fits-all approach doesn't cut it anymore. > The buyer journey becomes increasingly complex. > Buyers are constantly searching, consuming & creating. > Leaving breadcrumbs and clues all over the internet.  > AI allows us to gather and analyze huge amounts of data fast. > Buying committees have become increasingly bigger. > Buyer's spam filters are through the roof.  > demanding personalized buying journeys.   Here’s the NEW way to prioritize accounts effectively in 2024: 1. Unified Data Platform: You need to look at both first-party data (like CRM, marketing, and product) and third-party data (like LinkedIn, Crunchbase, and hiring trends). Integrate all your data into a single platform that can dynamically assess which accounts are hot. Ensure this platform is not human-driven. Humans are notoriously bad at crunching large datasets efficiently. 2. Track all relevant triggers: Internally, this could be high-intent page views on your website (like pricing or security pages) or significant actions in your product (like user/admin changes). Externally, look for signals like LinkedIn posts, company hiring sprees, expansion news, or mentions in quarterly financial reports. The buyer journey is constantly changing. And so should your prioritization. 3. Focus on Accounts, Not Leads: individual leads > entire accounts. Consider the full context of the account, including all relevant stakeholders and their interactions. Contextualize each message for each stakeholder, and reach out from the person within your organization who has the highest proximity to the contact. 4. Make it Dynamic: Prioritizing accounts once a year or even once a quarter is a thing of the past. Consistently monitor and re-prioritize accounts based on the latest data. STOP sticking to your rigid 16-steps-generic-sequence. If a prospect visits your website tomorrow, your platform should pick up on that immediately, effecting your outreach. 5. Contextual Messaging It’s not just about identifying the best accounts—it’s about what you do next. Your messaging needs to be directly relevant to the reason you prioritized that account. Then as the signals change and accounts are being re-prioritized so should your messaging change as well. Live.  TAKEAWAY: Account prioritization is a continuous process. Not a one-time task. - use a unified data platform,  - align with the buyer journey,  - focus on account, not leads,  - keep it dynamic,  - and always follow up with contextual messaging.

Traditional account prioritization (based on intent signals) simply doesn't work for outbound anymore. Agree? Don't worry we have a solution for you. More on it later, first let's understand why traditional account prioritization based on intent signals doesn't work anymore. Problems with old-style intent scoring: 1/ It's based on second and third-party unreliable data. 2/ Intent signals lack transparency and are a total blackbox i.e. you could never actually figure out if the signals are correct. 3/ Intent signal methods don't fit your specific needs/company, leading to generic account prioritization. And hence the same accounts are prioritized for two companies one selling cybersecurity another selling an HR software. Totally irrational! AI is going to change this massively. And we at Evabot AI for Sales Outbound 2.0 are at the forefront of it. But why #AI and how can it solve this massive problem? Today the AI is smart enough to perform bespoke research at a huge scale. There is a ton of "real" information which is available on the internet on an account. The challenge is keeping an eye "all the time" and filtering out the "signal" from "noise". For example, the technologies a company used can be found in the privacy policy of that account or maybe as a case study on the "vendor company's" website. Such information is almost impossible to keep a track of, specially on tens of thousands of accounts. But AI can do it. At Evabot, we can look for any custom signals like -- – growth challenges – hiring CIO – recently hired sales leadership – global expansion – acquisition news – data breach – hiring in DEI – offers special employee benefits – uses Microsoft Dynamics etc etc Track them across: – Financial reports (10-K filings, earnings calls transcripts, 10-Q filings) – Internet – Company websites and their social media posts – Job portals etc And then finally: – Filtering out information from noise and based on the tracking signals assigning a score to the accounts. – Not only this. Evabot can also match the products/solutions you are selling and then score the accounts accordingly. – Validating all the data to make sure there is no misinformation. It "really" works. We ourselves have used it to win our first 6 figure customer within 5 months of launch. More about it in the next post 😎 Interested in checking it out? DM me or leave a comment below 😃

𝗖𝗮𝘀𝗲 𝗦𝘁𝘂𝗱𝘆: 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗶𝗻𝗴 𝗘𝗺𝗮𝗶𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗳𝗿𝗼𝗺 $𝟰𝟵𝗞 𝘁𝗼 $𝟯𝟬𝟬𝗞 𝗶𝗻 𝟵𝟬 𝗗𝗮𝘆𝘀 Initial Situation and Challenges: The client was struggling with a stagnant email marketing performance: Open Rates: 7% Click Rates: Less than 0.2% Inbox Placement: Around 60% across major ISPs Spam Rates: Above 0.4% at Gmail, and 0.1% - 0.5% at other ISPs These figures highlighted significant deliverability issues, with a considerable portion of emails not reaching the inbox, affecting engagement and revenue. 𝗦𝘁𝗲𝗽 𝟭: 𝗔𝗻𝗮𝗹𝘆𝘇𝗶𝗻𝗴 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝘀 𝗮𝗻𝗱 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲. 𝗧𝗼 𝗶𝗱𝗲𝗻𝘁𝗶𝗳𝘆 𝘁𝗵𝗲 𝗿𝗼𝗼𝘁 𝗰𝗮𝘂𝘀𝗲𝘀, 𝘄𝗲: 1. Studied Unsubscribes and Soft Bounces: Determined that certain segments and content types had higher unsubscribes and soft bounces. 2. Content Performance Review: Found that concise content (no more than 2 scrolls) with a CTA within the first scroll had higher engagement rates. Actionable Insights: Shorter emails with prominent early CTAs drove better conversions. 𝗦𝘁𝗲𝗽 𝟮: 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻 We executed multiple tests to refine content: 1. Layout and Image Alterations: Changed email layouts and image-to-text ratios to see their impact on deliverability. 2. Footer Disclaimers and Content Changes: Tweaked footer disclaimers which led to better inbox placement, especially in Gmail. Results: Improved Gmail inboxing rates and engagement. However, these changes did not significantly impact Yahoo and Hotmail. 𝗦𝘁𝗲𝗽 𝟯: 𝗜𝗦𝗣-𝗦𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀 𝗮𝗻𝗱 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗜𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 1. Revenue and Click Analysis by ISP: Discovered Yahoo and Hotmail had better conversion rates than Gmail, indicating higher engagement from these ISPs. 2. Hotmail Focus: Despite low inboxing (45%), Hotmail drove more revenue than Yahoo. We liaised with Microsoft for three weeks to resolve IP blocking issues, doubling the volume sent to Hotmail. 3. Yahoo Adjustments: Improved inboxing to 80% by targeting users who had engaged (opened emails at least 10 times and clicked once) in the last 60 days. 4. Gmail Strategy: Implemented content changes and special segmentation strategies, boosting inboxing to 70% and reducing spam rates below 0.2%. Outcome: ISP-specific strategies led to improved inbox placement and engagement across the board. Step 4: Results and Impact Inboxing Improvements: Gmail: Increased to 70% Yahoo: Improved to 80% Hotmail: Resolved IP issues and doubled volume. Open Rates: Grew to an average of 15% in 90 days Revenue: Increased from $49K to $300K per month within 90 days. Continued in the comment section... #email #emailmarketing

I grew my client’s best email month by 148% from €525K to €1,3M. Here’s how I did it: When I first took on this client, I loved his vibe and product. But it was tricky… • They only sell 1 product • My client hates being salesy • They sell in multiple countries using native languages Step 1: Audit Every client I take on goes through a thorough list audit. I audited his list with my 66-point Klaviyo checklist to: • Identify what’s leaking revenue • Pinpoint what’s working to double down • Develop a strategy plan to increase his sales Once done and discussed, we got to work on: Step 2: Building and optimizing flows He had multiple flows set up but only his welcome flow was good. The rest was non-existent or only had 1-2 basic emails. So we redid his flows. When I was done, we instantly saw an increase in email revenue. The secret? I used founder-led content. The emails feel like a 1:1 convo, and most of my time went into the copy because… Design attracts but copy sells. The next step was… Step 3: Proper segmentation For a brand that sells one product, it’s easy to neglect the ones who’ve bought. (especially since it’s not a replenishable product) But my client is working on new products. Neglecting anyone would be a HUGE mistake - it always is. Here’s how I segmented: • Language • Engaged vs non-engaged • Customer vs non-customer All emails are properly targeted and personalized with the right intention. It makes people feel like we’re talking directly to them. But this wasn’t enough as… Step 4: Ramp up campaign volume They weren’t sending campaigns which meant a lot of revenue was left on the table. I started with re-engagement campaigns to identify the engaged segment. (if you don’t know this your deliverability will go down the drain) Then I split the engaged segment into: • Non-customers • Everyone That’s how I ensure we don’t send emails that aren’t relevant to the reader. The more campaigns you send, the more touch points and familiarity you create. Which leads to closer relationships and more sales. Many eCom founders are scared of being annoying if they send too many campaigns. If you only send: 1/ Sales and discounts 2/ Things that people don’t care about Then yeah you’re being annoying. But if you do email marketing the quiet way, people want to hear from you. It wasn’t all sunshine and rainbows. This job was brutal. But our hard work paid off because we… ↳ Topped his best sales day in Oct ↳ Grew total revenue by 69% to 4.51M ↳ Beat his best email month by 148% to 1.30M ↳ Grew campaign revenue from 0 to 414k (in Oct) ↳ Involved his customers in his new product development process And the best part? I’ve only been working with them for 3 months. We’re just getting started. -- If you’re an eCom owner who wants to scale your revenue: I’m looking to work with 2 eCom brands to help them increase their email revenue in the next 60 days. DM me “email” and I’ll get you the details.

How I turned a client's struggling email list Into a revenue machine When this client came to me, they were frustrated.  They had a big email list.  But almost no sales.  They were doing what most businesses do Sending random newsletters.  Their open rates were low.  Their click rates were even worse.  So, I changed everything.  1. We stopped blasting emails to everyone.  I segmented their list based on behavior.   New subscribers got welcome sequences.   Engaged users got personalized offers.   Inactive users got re-engagement emails.  2. We made every email valuable. No more generic updates.   We told stories.   We educated.   We gave people a reason to open every email.  3. We optimized for conversions. Clear subject lines.   Strong calls to action.   Simple, high-converting designs.  2 months later, the results were amazing Open rates doubled.  Clicks tripled.  Revenue from emails? A 400% increase.  This wasn’t magic.  It was strategy.  Your email list is not just a list.  It’s a goldmine if you know how to use it.  Are you getting the most out of yours?

eComm operators. . . Looking to improve cash flow? Here’s my exact turnaround playbook from operating Karmaloop and AutoAnything to generate cash flow A$AP. 1) Mine your customer list. Many brands forget about older customers (actually, that goes for both demographic age and time since last purchase). Check yours out. Are you capitalizing on it? Karmaloop had 4 or 5 million people on their list, and AutoAnything had about the same. With the right churn activation (which me and @Michael Epstein implemented using email + direct mail), you can drive $100s of thousands to millions in revenue. . . At a far lower cost than reacquiring them digitally or acquiring “net new” customers. Go back as far as 5 years since last purchase. You’ll be shocked at the customers you can bring back with the right offer. 2) Do actual lifecycle marketing. Use lifecycle marketing to send targeted, personalized offers, and add 10-20% in revenue by meeting customers where they are. E.g., At Karmaloop, I implemented a lifecycle email program that included: 1. Welcome Series: 5-10 emails to build trust and introduce new products based on initial purchase(s). 2. Abandoned Cart Campaigns: Essential for recovering lost sales. Throw in messaging for abandoned checkout to plug that further. 3. VIP Campaigns: Custom offers and thank-you letters for high-value customers, plus surveys. (Old-school tip: pick up the phone and call a few of your top-top spenders.) 4. Bounce-Back Offers: Upsell emails sent immediately after checkout (with a timer for urgency) offering a different product category to capitalize on buying momentum and educate customers about your other merch. 5. Discount Ladders: Gradually increase incentives for customers who haven’t purchased in 30, 60, 90, and 180 days to keep them engaged. E.g., 10% for 30 days, 20% for 60 days, 30% for 90 days, and 40% for 180 days. 3) Obsess over AOV. One part of my own approach: figure out SKUs purchased per order (i.e., units per transaction or UPT). If this number is 1+, it indicates that customers are already buying multiple units organically. From there, create an incentive for them to buy even more—just above the average. This strategy is similar to setting a free shipping threshold based on AOV. It encourages customers to increase their basket size. It’s a quick win that can be implemented in about an hour, and you’ll likely see your AOV and revenue increase in no time. 4) In harder times, jam your suppliers and vendors. Put all contracts out to bid. Go back to all agencies. Tell them you need to get profitable, and they need to knock their fee down 30%. Do you really need all those consultants? Cut them or reduce their hours. I’ve actually taken over companies where some consultant was on payroll for $5K/mo for years and no one knew why, and nobody thought to ask. (Have you done a full audit recently?) Need some cash flow? Bookmark this post for future reference.