Some representatives suffer with the opposite issue: spending too much time on each message. A new SDR just told me that she spends around 30 minutes studying each prospect before to sending them an email.
This amount of planning may be required for industries with a small customer base. Unfortunately, the majority of salespeople who spend this much time on each email will not fulfil their quota.
Find a balance between excessive research and the demand for more. You should at a minimum review the company’s latest announcements, its website, and the prospect’s social media accounts. You should not, however, delve too far into your prospect’s blog or Twitter archives. If the relationship advances, you may do more homework; otherwise, it would not be a productive use of your time.