In my previous work experience I was in charge of generating more leads for a sales team. We had a (long) list of companies to target. We would research contacts for these accounts, and send emails praying someone would answer positively. If we didn’t hit our targets, we would simply contact more companies. We know most demand gen teams can relate to this.
The approach is hardly ever relevant, yields a high bounce rate, the sales team was not convinced, and more importantly, the targeted companies were going through terrible customer experience and yes, some occasionally expressed their lack of delight in the process.
At MadKudu, we’re committed to making customer journey relevant at scale and that includes changing the way we do outbound. In this article, we’ll go over a play we use to ensure our outbound stands out and thus is high performing. More precisely we’ll cover how we detect account-level intent, and leverage it to create relevance at scale.
G2 Crowd is a software to compare company business software and services based on user ratings and social data. It helps you assess what is best for your business. One of their options allows you to know which companies visit your page or your competitor page on their review site. They give you a lot of information about the visitors, like the domain, the page visited, etc.
You can leverage this information to crush your outbound goals. We are going to explain to you how to use them by explaining the process step by step.
This experiment needs these kinds of tools:
- G2crowd – detect account-level intent
- Clearbit Prospector – find the right prospect
- Salesforce – your favorite CRM
- MadKudu – your favorite Lead Scoring tool
- Zapier – automate things easily
- Outreach.io – your outbound sales tool
Make an API call every 10 minutes with G2crowd, you can use google scheduler. This code will allow you to search for visitors for the last 10 minutes. For the next steps, we need to get the domain and the page visited from the G2 Crowd API
Every company is not equal. We have to determine quickly which one is relevant or not. In our case, we use the MadKudu API (disclaimer: it’s our API).
Here a sample of what you get. Targeting the most relevant company is important, implement a filter to only continue the process for companies considered as at least good.
Check if this company is already in your CRM. The domain will be used. If the company already exists, then check if it’s a customer or there is already an opportunity opened. We don’t want to contact a current customer or a prospect we are talking to.
Use your tool to find the right prospect. According to your ICP, you will target a different job title. Implement a waterfall process. First, try to find the most relevant prospect with a specific job title. If no one is found, then find the second most relevant prospect with a specific job, and etc
Here an example.
4th step bis
Once you find a contact in the waterfall, make sure you didn’t contact him for the last few weeks.
When you have a new contact, add it into your CRM through the API.
Ping your sales through Zapier
Synchronize your outbound sales tool automatically with your CRM. For example, New leads created into Salesforce will flow automatically into it, and it will trigger an email/sequence.
On this chart, you can see the different steps to make your outbound process stands out and high performing
Of course, If you’re running an Outbound campaign that is successful on your side, let us know what’s working! If you want to learn more, hit us up here