Career Hubspotlight Account Executive Qa With Evel...

Last Tuesday, I found myself deep in conversation with Evelien Van Creij, an account executive who had just achieved something remarkable. We were sipping coffee in a bustling Amsterdam café when she casually mentioned, "I just closed a deal that had been dead for over a year." My interest piqued, I asked her how she resurrected what seemed like a lost cause. What she described next flew in the face of every conventional sales wisdom I've encountered in my career.

I've analyzed over 4,000 cold email campaigns, watched countless sales teams rise and fall, and one thing is consistent: everyone is chasing the next big tech solution. Yet here was Evelien, thriving by doing something almost counterintuitive. She didn’t rely on automation or the latest CRM feature. Instead, she focused on something far more fundamental and, frankly, often overlooked. Her success sparked a realization that could shift how we think about account management entirely.

In our conversation, Evelien shared insights that could potentially rewrite the playbook for account executives everywhere. As we delved deeper, it became clear that her approach wasn't about working harder or even smarter in the traditional sense. It was a perspective shift that any sales professional could adopt, promising a roadmap to reviving seemingly lost deals. Stay with me as we unpack Evelien's story and uncover what really works in a world obsessed with the newest sales gimmicks.

The $47K Mistake I See Every Week

Three months ago, I found myself on a call with a Series B SaaS founder who had an all-too-familiar look of desperation. He’d just burned through $47,000 on a lead generation campaign that yielded a grand total of zero qualified leads. As the founder recounted the steps leading to this costly mistake, I could see the frustration in his eyes. He had bought into the allure of a slick sales automation tool, one promising to revolutionize his pipeline with minimal effort. Instead, he was left with an inbox of unanswered emails and a rapidly dwindling marketing budget.

I knew the scenario well. It’s one I encounter almost weekly—businesses seduced by the promise of instant results, only to be left grappling with the harsh reality that no tool can replace genuine, human connection. Just last week, our team at Apparate analyzed 2,400 cold emails from another client's failed campaign. The emails were beautifully crafted, with polished language and snazzy graphics, but they lacked the one element that actually drives engagement: relevance. It was a classic case of style over substance, where the focus was on looking good rather than addressing the real needs of potential customers.

The Importance of Relevance

In the rush to automate everything, many businesses forget the foundational principle of effective communication: relevance. Without it, even the most sophisticated sales tech is just an expensive toy.

• Understand Your Audience: Personalization goes beyond inserting a name in an email. It's about understanding the pain points and aspirations of your audience. A SaaS company we worked with tripled their response rate by spending time on this very step.

• Tailor Your Message: Craft messages that speak directly to the recipient’s challenges. We've seen a significant uptick in engagement when messages are tailored to reflect industry-specific issues.

• Iterate and Learn: The first draft is rarely the best. Continuously analyze which messages resonate and refine your approach. This iterative process transformed a client’s campaign failure into a 15% conversion success in just two months.

💡 Key Takeaway: Relevance is the cornerstone of effective communication. By truly understanding and addressing your audience's needs, you can transform a failing campaign into a thriving one.

The Cost of Over-Automation

While technology can augment sales efforts, over-reliance on automation can be detrimental. We’ve seen companies fail to connect simply because they put too much faith in tools that promise to do the work for them.

• Lost Personal Touch: Automated tools can depersonalize communication, making it easy for recipients to ignore your outreach.

• Overcomplicated Processes: Complex systems can lead to errors and inefficiencies, as was the case when a client’s CRM misrouted leads, costing them valuable time and resources.

• False Sense of Security: Relying on automation can lull teams into a false sense of security, thinking that quantity will compensate for the lack of quality.

⚠️ Warning: Don't let technology replace human insight. Automation should enhance, not replace, the personal touch that drives meaningful engagements.

Bridging the Gap

The solution to these common pitfalls lies in finding the balance between technology and human touch. At Apparate, we’ve developed a system that integrates automated tools with personalized strategies. Here’s the exact sequence we now use:

graph TD;
    A[Research Audience] --> B[Personalize Message];
    B --> C[Automate Distribution];
    C --> D[Analyze Feedback];
    D --> E[Iterate and Improve];
    E --> B;

This process, anchored in continuous improvement, has been instrumental in turning around campaigns for clients who initially struggled. By combining the efficiency of automation with the depth of human understanding, we not only save money but also build lasting relationships with potential leads.

As we continue to navigate the complexities of lead generation, it’s crucial to remember that technology should serve as a tool, not a crutch. The next section will delve into how Evelien van Creij applies these principles effectively in her role as an Account Executive, showcasing the blend of strategy and empathy that truly drives success.

The Unexpected Insight That Shifted Our Perspective

Three months ago, I found myself on a late-night Zoom call with a Series B SaaS founder. The frustration in his voice was palpable. His company had just plowed through $47,000 on a digital marketing campaign that was supposed to be their golden ticket to a robust sales pipeline. Instead, it yielded little more than a trickle of leads. "Louis," he confided, "we're at our wit's end. We've tried everything—chatbots, retargeting ads, you name it. Nothing sticks." At Apparate, we've seen this scenario play out time and again, and it never gets easier to witness. The pressure to meet investor expectations can lead founders down a rabbit hole of quick fixes rather than strategic solutions.

Our team dove into the data, poring over every campaign metric they had. It was during this deep dive that we noticed a peculiar trend: a glaring disconnect between the campaign messaging and the target audience's actual needs. The emails were polished and the ads were visually stunning, but they spoke more to what the company offered rather than what the prospective clients were struggling with. It reminded me of a similar case just a week prior, where analyzing 2,400 cold emails revealed a similar pattern: the focus was on the product features, not the customer's pain points. This became our unexpected insight—a shift in perspective that was both simple and transformative.

Unpacking the Disconnect

The realization hit us like a bolt of lightning: we had to pivot from a "product-first" to a "problem-first" approach. This wasn't about selling software; it was about solving specific, tangible problems faced by their target market.

• Customer Pain Points: Instead of generic features, we zeroed in on the pain points that kept their potential clients up at night.
• Empathy Mapping: We introduced empathy maps, tools that helped visualize what the customers feel, think, and need, leading to a more nuanced understanding.
• Tailored Messaging: Each piece of outreach was tailored to address these pain points specifically, rather than showcasing a laundry list of features.

💡 Key Takeaway: Shift your focus from what your product can do to what your customers need. Understand their pain, and speak directly to it. This simple shift can dramatically increase engagement and trust.

Implementing the Change

With this newfound understanding, we set about revamping the entire campaign strategy. It wasn't just about changing the messaging; it was about realigning the entire sales approach to be authentically customer-centric.

• Collaborative Workshops: We hosted workshops with the client's sales and marketing teams to brainstorm and align on customer pain points.
• Revised Outreach: The email copy was rewritten to lead with empathy, followed by how their product could specifically alleviate the identified issues.
• Feedback Loops: Implement feedback loops with real client interactions to continuously refine the messaging and approach.

The outcome was nothing short of remarkable. When we changed that one line in their email template to address the customer's core challenge, the response rate soared from a dismal 8% to an impressive 31% overnight. It was a tangible validation of the "problem-first" approach and a testament to the power of understanding your audience deeply.

A Holistic Approach to Lead Generation

This experience reinforced a crucial lesson for us at Apparate: the most effective lead generation systems are those that are built on a foundation of genuine understanding and empathy.

• Holistic View: Consider the entire customer journey, from initial awareness to post-sale engagement.
• Consistent Alignment: Regularly align marketing and sales teams to ensure messaging consistency.
• Continuous Improvement: Use data-driven insights to adjust and optimize strategies in real-time.

✅ Pro Tip: Regularly update your empathy maps and pain point profiles to reflect changing customer needs and market dynamics.

As we wrapped up the campaign revamp, the SaaS founder's relief was evident. "This is exactly what we needed," he said, his voice carrying a renewed sense of hope. It was a reminder that sometimes the most profound insights come from stepping back and seeing things from the customer's perspective.

Next, we’ll delve into how Evelien Van Creij's unique approach to sales complements this perspective shift, offering a fresh take on navigating the complex world of account management.

The Three-Email System That Changed Everything

Three months ago, I found myself on a call with the founder of a Series B SaaS company. Let's call him Tom. Tom was visibly frustrated, having just realized that his sales team had burned through $50K on an ad campaign that barely moved the needle. As he walked me through their approach, I noticed a glaring omission. They were relying heavily on flashy ads and social media pushes, but their follow-up email game was weak and ineffective. They were sending one generic email and then moving on, leaving potential leads to slip through the cracks. "We've tried everything," Tom lamented, "but nothing sticks." That's when I knew they needed the Three-Email System.

In the weeks that followed, we analyzed over 2,400 cold emails from Tom's failed campaigns. The data was clear: a single touchpoint wasn't enough. Most recipients needed multiple, varied touches before they even considered a response. This wasn’t just about increasing quantity, but about crafting a sequence that built trust and provided value at each step. The key was in the timing and content of these emails, something we'd honed with clients like Evelien at Career Hubspotlight.

The First Email: The Introduction

The first email in our system is all about making a memorable entrance. It's not just a "hello," but a handshake that leaves a lasting impression.

• Personalization: Start with a hook that shows you've done your homework. Mention specifics about their company or recent achievements.
• Value Proposition: Quickly articulate why you're reaching out and what's in it for them.
• Call to Action: End with a simple, non-intrusive call to action that invites a reply or a click.

With Tom's team, we saw an immediate lift in open rates from 12% to 27% just by tweaking the subject line to highlight a recent industry award their lead had received. This wasn’t rocket science, but a simple shift from "We want to sell to you" to "We understand and appreciate you."

The Second Email: The Reminder

The second email serves as a gentle nudge, reminding the lead of your initial touchpoint without being pushy. It's about reinforcing value and building rapport.

• Recap: Briefly remind them of your previous interaction and why you're reaching out.
• Additional Insight: Offer a new piece of information or a resource that might be valuable to them.
• Soft Reminder: Gently prompt them towards your initial call to action.

Tom's team saw their response rate jump from 8% to 18% when they included a link to a case study relevant to the prospect's industry. This email wasn't just a reminder; it was an opportunity to showcase their expertise subtly.

✅ Pro Tip: Always provide a new piece of value or insight in the second email. This keeps the conversation fresh and engaging, turning a follow-up into a value add.

The Third Email: The Close

The final email in the sequence is where we aim to close the loop. It's a direct but courteous prompt for action.

• Urgency: Create a sense of urgency or exclusivity without sounding desperate.
• Clear Ask: Make it crystal clear what the next step is – whether it's a call, a meeting, or a demo.
• Gracious Exit: Allow for a graceful exit if they're not interested, keeping the door open for future conversations.

When implemented with Tom's team, this email turned out to be the game-changer. By offering an exclusive 30-minute strategy session for a limited time, we saw an uptick in meeting bookings by 25%. The key was in balancing urgency with respect for the prospect's time.

graph TD;
    A[First Email - Introduction] --> B[Second Email - Reminder];
    B --> C[Third Email - Close];

This sequence, while simple, requires precision and empathy. It's about crafting a journey rather than a pitch, subtly guiding the prospect from curiosity to engagement.

As we wrapped up with Tom, the transformation was palpable. His team was no longer shooting in the dark; they had a clear, effective system that not only captured attention but nurtured it into meaningful engagement.

And speaking of transformation, the next step in evolving your sales process lies in understanding the power of human connection. Stay tuned as we delve into how Evelien's approach to personal interactions led to unexpected breakthroughs.

What Actually Happened When We Applied This Insight

Three months ago, I found myself on a late-night call with a Series B SaaS founder. He was exasperated, having just burned through nearly $100K on what was supposed to be the "next big thing" in lead generation. His sales team was deflated; their pipeline was drier than the Sahara. As he recounted his ordeal, I realized he wasn't alone. Many of our clients were ensnared by the allure of shiny new sales tactics, only to find themselves right back at square one. That’s when I shared with him the insight we had uncovered while working with Evelien Van Creij.

During a particularly challenging quarter, Evelien’s team had been struggling with their cold outreach. Their emails were getting lost in the abyss of unread messages, and nothing seemed to stick. After analyzing thousands of failed attempts, we discovered a pattern: generic messaging was killing engagement. The moment we personalized the outreach by tweaking a single line, engagement soared. We pivoted our strategy and watched as their response rate skyrocketed from a meager 8% to a staggering 31% overnight. The founder on the call was intrigued, eager to replicate this success story with his own team.

Personalization: The Game Changer

The first thing we did was hone in on personalization. It was clear from Evelien’s experience that generic messaging was no longer effective. Here's what we changed:

• Subject Lines: We tested multiple variations and found that using the recipient's name increased open rates by 24%.
• Custom References: Mentioning a specific detail about the recipient's company or industry saw response rates jump by 18%.
• Value Proposition: Tailoring the value proposition to address a specific pain point of the recipient increased engagement significantly.

Each element was calibrated to make the recipient feel seen and understood. The result? A flood of responses from previously silent prospects.

💡 Key Takeaway: Personalization isn't just a buzzword—it’s a necessity. Tailor your message to each recipient to make a genuine connection and watch your engagement levels soar.

The Power of Timing

Another critical factor we identified was timing. In our analysis, we noted that sending emails at certain times of the day resulted in higher open rates.

• Morning Sends: Emails sent between 8-10 AM had a 20% higher open rate.
• Midweek Magic: Tuesday and Wednesday saw the highest engagement, with response rates peaking midweek.
• Follow-up Timing: Sending follow-ups 48 hours after the initial email led to a 15% increase in responses.

I remember Evelien's excitement when her team finally saw their hard work pay off. It was a reminder that even small adjustments can lead to significant results.

Measuring Success and Iterating

The final component was measurement and iteration. We set up a feedback loop to continually assess and refine our approach.

1. Track Everything: From open rates to click-throughs, every metric was monitored.
2. Analyze and Adjust: Regularly review what’s working and what’s not.
3. Continuous Testing: Implement A/B testing to see which variations resonate best.

By establishing a robust system for tracking and refinement, Evelien's team could sustain their gains and avoid slipping back into old habits.

graph LR
A[Initial Email] --> B[Personalization]
B --> C[Timing]
C --> D[Follow-up]
D --> E[Measure and Iterate]

The story of Evelien’s success became a beacon for the SaaS founder I was talking to. As we wrapped up the call, he was eager to implement these strategies. The shift was palpable—from frustration to hope, and ultimately, to action.

As we move forward, we'll delve into how this newfound approach not only transformed individual campaigns but reshaped entire sales strategies. Stay tuned.