Marketers Toolbox: Crystal
Note: The Marketers Toolbox series teaches our readers about new technology we’re using (or experimenting with) that proves to be useful, productive, or just plain entertaining. As a marketer’s secret weapon, Setup believes that the tools we use are vital to our success, thus, a marketer’s toolbox is truly one of our most important resources.
Before Crystal, we had very little direction when prospecting for new business opportunities –– a blanketed (sometimes automated) email approach, and/or a robotic voicemail was the norm.
This incredible tool builds in-depth personality profiles – with information scraped from an individual’s social media account(s) and online presence – so that we, as subscribers, may better communicate with our prospects, our colleagues, and even our friends.
Crystal gives us the power to be more effective when introducing ourselves, offering critique or praise in the office, and conversing in a social setting, and its "proprietary personality detection technology" algorithm accounts for even the slightest margin of error by displaying its percentage of accuracy for each analyzed profile.
How powerful is that?
Let's say, for example, I wanted to make a cold introduction to Sir Richard Branson –– I could do one of two things: navigate to CrystalKnows.com and enter contact details like first name, last name, location, and company…
Or I could take a much easier route and install the Crystal plugin to access his personality profile within his social media pages…
The service is free if you're using it for folks you're already connected with via social channels, and all paid accounts are billed monthly, with a 20% discount incentive to bill annually. We currently have an Apprentice (basic) account at $13/month per person (since we were one of the earliest beta adopters,) but the rest of Crystal's pricing structure is as follows:
As depicted above, a feature that comes standard with any paid account is "personalized emails," in which Crystal commandeers your email account, and assists you in real time with personalizing your messages to specific people based on their perceived personality traits, like so:
Before Crystal, new business prospecting was a most arduous task.
After Crystal, life is good.
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