How To Make Outreach Feel Human Again

Marketing noise is everywhere, but it’s harder than ever to remember any of it.

Every inbox feed is filled with the same templated messages; “Hi {{first name}}, I’ve seen {{company}} is doing {{insert recent news}}, here’s how we can help!” 

It gets old quickly. The problem isn’t that businesses don’t care, it’s that personalisation has been replaced by automation and quality and has been replaced by quantity. In a world where everyone’s trying to sell, the brands that stand out are the ones that still sound human.

The power of real personalisation

Salesforce recently published their annual State of Marketing Report that reported 78% of B2B buyers say they are more likely to choose vendors who offer personalised outreach. 

But real personalisation isn’t about dropping someone’s first name into an email and quoting them a line from their LinkedIn bio. It’s about showing you understand who they are, what matters to them, and doing it in a way that actually gets noticed. Delivered through every message, note, or unexpected touchpoint.

According to Marketing Insider Group, 82% of B2B buyers now expect personalisation and every stage of their purchasing journey. Here’s the kicker, the buying journey starts long before your first call, which is why personalisation from the very first point of contact is critical.

When outreach feels tailored, relevant, and human, it builds trust and earns attention. When it feels generic, it earns a spot in the spam folder.

The medium > The message

The truth is, the medium is the message. You can write the cleverest email in the world, but if it lands in a crowded inbox with a hundred others, it dies before it’s even read. What really grabs the attention of people isn’t just what you say, it’s how you say it.

A handwritten message and something in the post that makes them stop and smile will always beat a well-polished, but forgettable LinkedIn DM.

Changing the medium immediately sets you apart from the competition. It signals effort, intent and creativity. When people receive something real, personal, and unexpected, they pay attention because it shows they’re not just another name in an email list.

How can you do this effectively?

1. Focus on fewer, better targets: When it comes to personalised outreach, quality always beats quantity. Start with a list of 30-50 prospects that would make ideal customers for your business.
2. Do your homework: Take the time to find out what’s happening in their world; how is their business being impacted and what solutions do you have? Use that insight to start conversations that actually matter.
3. Add a human touch (this is where we can come in): Whether it’s a video, a clever package, or a handwritten note, show your intent on working with them specifically. Don’t be afraid to go bold. The more unusual it is, the more likely you are to get their attention.
4. Follow up with personality: Like any good marketing or sales sequence, make sure you follow up, but ditch the boring scripts. Let them know they are speaking to a real person, not an automated chatbot.
5. Optimise and scale: Keep track of all your outreach and find out what resonates. Find out the individuals and company types that are most responsive and use this to refine your messaging and scale the next campaign.
   
   

Why does it matter?

AI, automation, and templates have made outreach easier to do yet harder to stand out. That’s why alternative outreach that feels human will give you an edge over your competitors. 

So if your outreach feels like shouting into the void, maybe it’s time to switch it up and try something different. If you want some inspiration on how you can do your outreach differently, why not get in touch?