Ep. 539 | Relevance over personalization: Prospecting that actually works

Episode Summary

In this episode of OnBase, host Chris Moody sits down with Lydia Hutchison for a powerful conversation on what works in modern B2B prospecting. Lydia explains why typical AI-personalized messages fail to cut through and how relevance, rooted in deep customer understanding, wins every time.

She unpacks her triple-touch framework, the value of tone and timing, and the human psychology that underpins effective outreach. Lydia also reveals her favorite high-converting tactic that combines manual research with real-time relevance. If you’re struggling with connect rates, sequence performance, or objection handling, this episode offers a fresh, actionable perspective.

Key Takeaways

• Relevance Trumps Personalization:
   Generic personalization wastes the prospect’s time. Relevance speaks directly to their daily pain and success metrics—and that's what drives replies.
• Triple-Touch Strategy Works:
   Lydia advocates a three-channel approach—phone, LinkedIn, email—for testing message resonance and adjusting in real-time based on feedback.
• Lead with Psychology, Not Scripts:
   Authentic, thoughtful outreach begins with understanding how people accomplish their tasks—and how you can help them do it more effectively.
• Objections Aren’t Always Real:
   Recognize the difference between a true objection and simple disinterest. Learn to use tone, timing, and multichannel follow-up to stay human and helpful.
• AI is a Research Assistant, Not a Salesperson:
   When used well, AI can support better outreach by helping reps research personas and challenges, but it shouldn’t write your messages for you.

Quotes

“Everybody is getting their job done without you. So your job is to show them how to do it better—not tell them they’re doing it wrong.”

Best Moments 

• (0:56) Lydia Hutchison's Journey into Sales 
• (2:59)Developing Expertise in Sales Execution and Prospecting 
• (8:00) Differentiating Relevance and Personalization in Prospecting
• (12:09) Key Factors to Make a Sales Message Stand Out 
• (14:19) Example of Focusing on Relevance Over Personalization 
• (16:27) Process for Ensuring Consistent and Compelling Messaging Across Sales Teams
• (18:34) Approaching Objection Handling 
• (20:33) Actionable Advice for Struggling Prospecting Teams 

Shout-outs

• Jason Bay – Lydia recommends Jason for practical advice on sales openers and messaging, especially for go-to-market teams. His content helps reps connect more effectively with prospects.
• Jen Allen-Knuth- Jen’s focus on the psychology of sales resonates with Lydia. She recommends Jen’s insightful LinkedIn posts on buyer behavior and objection handling.

About the Guest

Lydia Hutchison is the Head of Business Development at DataHub. She is a data-obsessed sales leader, builder of outbound sales motions, from early-stage startups to global enterprises. Lydia is passionate about coaching for success and empowering sales development orgs to crush their revenue and career goals.
Website: datahub.com

Connect with Lydia.