Just Send Me Some Information
How Itai Amoza, Co-Founder & CEO @ StoryDoc, is building a tool to help sales reps flip a common objection into a competitive advantage.
Name: Itai Amoza
What He Does: As the CEO of Storydoc, Itai is on a mission to save the B2B world from boring PDF decks. He’ll happily talk with anyone about the intersection of data, tech, and storytelling.
How to Connect: Itai’s LinkedIn
Let’s do a little “read and react” exercise. Below, you’ll find an objection that SDRs face on a regular basis:
“That sounds interesting. Why don’t you send me some information to look over and I’ll get back to you?”
How did you feel reading that?
Most current and former SDRs (ourselves included) probably felt a tinge of positivity followed by a slap of reality.
🤩 They said they were interested!
😟 But when I send someone more info, they don’t always get back to me.
Maybe they’re just brushing you off. Maybe they really are interested. Either way, a lot of reps dread the next step in this process – sending an email off into the void, hoping to hear back.
And while there are plenty of tactics you can use to solidify those next steps (tentative date on the calendar, confirming the type of content they want to read, leveraging AI summaries), our guest for this podcast has turned his attention to the content itself.
Itai Amoza, CEO of Storydoc, believes that creating more interactive content to share with prospects not only helps with our objection scenario above but actually helps bridge the gap between that initial conversation and getting decision-makers on board.
We talk with him about the challenges SDRs face engaging prospects today and how they can tweak their processes to deliver a more personalized and compelling buyer experience.
Let’s get a brief introduction to Storydoc. What’s the problem that you’re trying to solve?
What does the typical “send me some information” lifecycle look like?
What are most reps doing today that doesn’t work?
People often look at SDR outcomes as binary – they take a meeting, or they don’t. I don’t subscribe to that, and it sounds like your solution is built to help with the other outcomes of prospecting (yes, but not now, and no, but maybe later). Talk about those other outcomes and where most SDRs falter.
How do you get someone excited to take a meeting when they have zero trust or context to do so?
Zoom out – how pervasive of a problem is this? The period of time between your first outreach and booking a meeting can vary a ton. What percentage of SDRs do you think struggle with that?
And what about buyers? What percentage of them actually take the time to read a follow-up email or dive into the shared content?
Let’s get tactical. What are some best practices that SDRs can adopt to improve the impact of their follow-up emails & collateral? What data do you have to back that up?
Top 3 Takeaways
🎮 …if you think about it, every time that we are on a call with a potential buyer, may that be a cold call or even communicating over email….we are sort of in control of the process.
The problem is that as soon as a prospect asks for more information, reps cede that control to them. And without that control, it becomes difficult to guide buyers further down the funnel.
That creates a disconnect, and reps usually rush to fill that space with brochures and PDFs. The problem is, those don’t do a great job of moving buyers to the next stage in the sales process.
So reps either don’t cede control (become pushy), or they find a new way to fill the gap.
Itai (and we’re guessing everyone else) isn’t a fan of pushy salespeople, so his solution focuses on finding new and innovative ways of bridging the gap.
I always felt that regardless of how good I would be on that communication, [the prospect] eventually needs to go back home and create a use case for it. Get some buy-in, get someone from another department to look into this, maybe their boss.
And I always felt frustrated that I had no ability to actually make an impact. It really would come down to how good this person is at getting other people convinced and engaged.
For him, bridging that gap meant making the process of taking information internally easier and more powerful. Going beyond a follow-up email and creating dynamic (and trackable) content helped him understand who was really interested and who wasn’t.
📊 [Your prospect] is trying to figure out if spending more time with you or with your company is a good fit for what they need or what they need to do. And that’s where data comes in. Even a little bit of data could really help you…figure out how the other side is discovering you. And that’s why even if you have very basic CRM tracking, for example, you might be able to see if they would revisit the website or get back to your email quite a few times. That usually is a great indicator that they are showing it internally.
Discovery is a two-way street. While you’re trying to figure out whether or not you can help your prospect, they’re trying to figure out if your solution is the best fit for their needs. And that discovery will likely extend beyond your initial conversation with them.
So not only does the content you follow up with need to be personalized and compelling, you also need a way to track whether or not the prospect is engaging with it (or other content on your site).
That helps you:
Prioritize prospects. Like we said above, if you see a lot of activity from an account after that discovery call, they’re likely more interested than an account that doesn’t.
Categorize content. Some content will be more compelling than others – it depends on your prospect’s specific needs and use case. But over time, you can start to find patterns in that engagement and select the best-fit content for particular prospects.
⌚ And let’s say that you’ve written a state-of-the-art email with a great subject line, someone would actually give you those five, ten seconds of attention. Now, the question is, how can you make those 10 seconds turn into a minute of truly listening to what you have to say?
Itai claims that 90% of opened decks are bounced off within 10 seconds. That’s…not great.
We’re all guilty of it – asking a sales rep to send them information, opening the follow-up email to skim the content, closing out of the email, and never doing anything with it.
(ok, maybe not all of us)
How do reps stop that cycle? Itai suggests modeling follow-up content to look like te beginning of a new Netflix series. Getting prospects to bite early and holding their attention is something Netflix does really well, and there’s no reason to believe that we can’t replicate a similar experience on the B2B sales side of things.
🧠 The honest and sad truth is that in most cases, there is a very big disconnect between the people creating the collateral, which is marketing in most cases, and the SDRs that are trying to use it for an actual outcome.
We’ve covered this disconnect in the past – feedback loops are crucially important to creating a cohesive message that resonates with your audience. Because when sales and marketing (and product and leadership) don’t talk with each other, content is created and deployed in a silo. And that means the content isn’t engaging, it’s not used properly, and the prospect will likely bounce (see that 90% stat from above).
Alignment isn’t easy, but it helps solve a lot of issues.
SDRs can help themselves a lot by parlaying with marketing, buddying up with enablement, and sitting in with their AE counterparts. The more insight they can collect and feed back to those teams, the better.
⚒️ We, as people that crafted the sales process that we’re trying to get the person to go through, are very clear about what they should do or what should happen next. But you will be surprised how cluttered that may feel for the other side.
I really like how Itai positioned this (in our pre-show) – too many follow-ups and collateral dumps have an FYI, not a CTA.
You need to be very clear about what the next steps are for your prospect – otherwise, they won’t take them. And you might think you’re being clear, but in too many cases SDRs leave the next steps up to the prospect.
Tactics like embedding a Calendly link or a short video recapping the next steps can help improve conversion rates by 15-17% according to Itai’s data.
Hey there! AJ here 👋
When I was an SDR (man, that made me sound old), I often struggled with this objection. I’d default to pushy lines like “you can learn more on a call with my AE’“ or “I find that talking through something helps more than reading through it.”
They rarely worked.
What did help was making that follow-up email as powerful as possible. I did that by asking what type of content they’d like to see, finding out who else I could copy on the email, and being very detailed & personalized with the information I included.
(also, getting tentative time on the calendar to review always helped 😉)
That shift took me longer than it should have, but then again I didn’t have people like Itai sharing what works and what doesn’t.
As B2B sales continues to adapt to buyer behavior (less selling, more guiding), the bridge between “send me more information” and booking a meeting will become more important. The ability to guide prospects down the funnel and act as a resource during their journey will end up winning reps more deals in the long run.