In IT sales networking, balancing personalization with automation means blending genuine connection with efficient outreach. I’d use automation for routine touches—like follow-ups or sharing insights—but keep personalization for key points of contact. By researching each lead's specific interests or pain points, I can make messages feel meaningful. For instance, tailoring intros or highlighting case studies relevant to their industry shows I value their unique needs. Using automation to stay timely, while reserving personal touchpoints for impactful conversations, helps me build trust without compromising efficiency.

Start by identifying high-value targets and using personalised outreach for key decision-makers, showing genuine understanding of their specific industry pain points. Automation tools can streamline routine tasks like email follow-ups and data tracking, saving time for deeper client interactions. The key is to automate where possible, without compromising the personal touch that builds trust and credibility. Ultimately, a hybrid approach—leveraging automation to scale and personalisation to connect—creates a strong, client-centric networking strategy.

Balance personalization and automation in IT sales by using automation for routine tasks—like follow-up reminders, data entry, and scheduling—while personalizing outreach for relationship-building. Leverage CRM insights to tailor messages and show genuine interest in client needs. Automated touchpoints keep leads warm, but personal interactions, such as custom emails or calls, add value and trust. Start with automation for efficiency, then focus on personal engagement when it matters most to build strong connections. This approach optimizes time without losing the human touch.

In my experience, automation helps you in the middle stages of the engagement and for lower priority prospects when you need to send reminders and follow-ups to keep you top of mind with your prospects. But personalization is key when you are at the early stages of the deal to create the oh-so-important human connections and in the late stages of the deal to be able to bring it to closure.

Sugiro analisar os níveis de granularidade para personalizar o máximo possível nas automações. Segmento: O nível mais alto é do segmento de mercado da empresa. Por exemplo, o varejo no Brasil enfrenta desafios estruturais como a carga tributária elevada, a burocracia e a infraestrutura precária. São desafios que terão aderência com a maior parte das empresas. Empresa: O nível abaixo, seria da própria empresa do varejo que o vendedor está abordando. Ele precisa pesquisar quais são os desafios específicos dela. Olhar os resultados financeiros publicados aos investidores. Cargo: O nível mais baixo da granularidade seria o cargo do interlocutor. Quais os desafios da cadeira dele. Sua automação deve levar isso em consideração.