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JS: What’s one unconventional growth tactic that worked surprisingly well?
Pedro Clivati: Well, one of the best outcomes that we weren’t actually expecting to have such a good outcome was an automated outbound machine that we created. So when companies are doing outbound, they usually segment a specific industry, a specific job title, a specific business size. So we have been testing those different audiences all along, but we were never really able to move the needle as we would like to. But something that actually moved the needle closer to where we were going to be and got us the expected result, was instead of focused on a specific industry or business size or a job title, we actually created something.
What changed for us was focusing on the right timing. So what we did was, I signed up for a tool that was tracking different technologies on the web. So when companies were signing up for one of our competitors’, or for one of our complimentary tools, I would get a notification about it. So, I was receiving weekly reports of domains on the web that were either adding or deleting the script of our competitors from their code.
So this tool was able to track that on the web. And I was able to know if a domain was maybe trying it out or a signing up, or they were a long time customer of either a competitor or a complimentary tool. And whenever I received those reports, we first started to do that manually, right? So I would get the report or I would reach that domain. I would get the contacts that we want. And I would manually reach out to them to offer our solution.
Later on, we actually automated the whole process. So it actually reaches out to people as we would like it to be without any human behind the wheel. So, basically I got a one tool to track the domains that we’re either adding or deleting the script of my competitors and our complimentary tools. I got that report. I sent it to another tool, so I could reach that domain and get the names of the job title that I wanted.
And once I got to that, I put that data into another tool that had all of that cadence of emails being sent automatically. So, that pretty much was like a self-sustainable outbound machine that got us really really good and expected results.
JS: Awesome. Do you have any data that you can share in terms of what kind of growth or results you got?
Pedro Clivati: Okay. So pretty much like in terms of results. We were actually able to increase our response rate from our outbound campaigns from 5%, which was already pretty good to 15%. So, we were actually able to maintain that level, even as we scaled up the number of leads that we were getting.
JS: Awesome. That’s fantastic. Now are there any bottlenecks as people think about implementing this type of strategy or challenges that you saw?
Pedro Clivati: Yeah, we have gotten through this bottleneck on our own for a long time, which was pretty much instead of focusing on the right time to get in touch with those leads, we’re actually focusing on their job titles or their business size, but for an outbound campaign to work, it must be super personalized. Right. So when we use some keywords, I’m guessing at this point in time that you were probably looking for something that does this and that.
And I already had this information, right. So instead of focusing on other aspects, I would try to focus on the outbound campaigns on getting the leads on the right time. And the second tip I would give is, all emails need to be highly personalized. So, there’s another company that does that, I don’t know why I can’t recall their name right now, but I can research that later on. But you can also do that manually, right. But the point is, we used to send like, I made our email cadence, I added a link to a landing page that was customized upon three different variables.
So one, was the company name, the second, was the person’s name. And the third, was the business industry, right. So, whenever one of our leads clicked on that link, they would go to a landing page that was personalized for them. So, we would look like at least from their perspective, it would look like it was made for them. So that made a huge difference. So my tip is focusing on the right timing to get in touch with those leads. And secondly, try to be as human and as close to the lead as possible. So you do that by personalizing the message. So it seems like you actually wrote it down and prepared it for them specifically.
JS: Awesome. And if I’m just thinking about starting this strategy or pursuing the strategy, what are some of the initial steps that you recommend me follow to get it off the ground?
Pedro Clivati: Great question. So don’t focus on automation, focus on doing it manually to start. I think that’s where a lot of people get it wrong. Like I need to automate, and I need to scale that up, but you only need to scale that up if it’s working. If it’s not working, then don’t do it. Do it manually, because then you can keep a close tab of what was going on in each of those emails, in each step, with each lead and each interaction of those users with your campaign. And then once you’ve got the right model, like I’m getting constant positive results over my manual outbound campaign then you start to automate that up.
But before that, just do it as manually as possible. Like, if you can do it one by one, I know it’s a lot of work, but if you can do it one by one, that really makes a lot of difference. Cause you can zoom into the details, and know precisely what you should be automating or not, or what you should be testing and changing before you scale it up or before you automate it.
JS: Awesome. Any specific tools that you recommend, folks you use, anything that you can call out?
Pedro Clivati: I have used basically four tools to do all of that. As the Head of Growth, I’m actually responsible for running experiments, and one of the objectives of our team was to increase the numbers. So, we got a whole bunch of ideas. One of those ideas was an outbound campaign, or an outbound channel, a channel of acquisition. We use a GrowthHackers experiments to manage our growth process, so that it wasn’t like we got to that outbound campaign method after testing a whole bunch of different things.
But that really cleared the path to get where we landed. So, experiments to manage the process. I used a similar attack to track domains that were either adding or deleting our competitors or complimentary tools to each of their websites. I used Clearbit to enrich those domains and get to the right contacts. And I was using Outreach.io to automate the cadence and send the emails in the campaign.
JS: Awesome. Well, Pedro, thank you so much for joining us today for this episode. If people want to follow you on social media or learn more about you, what are some good social handles, websites or urls that you would love to share?
Pedro Clivati: Okay, cool. Yeah. Thanks for having me again. It’s a pleasure to join you guys’ and share a little bit of what we have been doing. I would recommend people to check out the largest online community of growth professionals on the web. Everything that I had just told you guys, is available in there as well as tons of other growth tips that you can find for free. And you can reach out to me on Twitter at Pedro Clivati or simply email@example.com as well.
JS: Awesome. Well, Pedro, thank you so much and have a wonderful day.
Pedro Clivati: Okay. Thank you for having me. Have a great day as well.
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