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Episode Summary Introduction:

MH: Taking LinkedIn “save searches” and converting that into a daily set of contextual qualified conversations with new leads. I’m adding at least 15-20 new contacts a day to our database. I’m getting replies from about 25% of those and in the last year that we are really going to ramp up doing now. We’re not given specific numbers. It’s been material, not just a new pipeline, but we’ve gotten a significant new deal from it as well.

Adam O’Donnell: Boom, welcome to The One Growth Show brought to you by Growth Marketing Conference. We are the only podcast in the world that breaks down a growth experiment or delivers an actionable growth strategy.
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I’m Adam O’Donnell, here we go.

AO: Matt explains how he takes LinkedIn “save searches” and turns them into this daily set of personalized messages with new leads using a few simple tools. I was excited to hear about the

15 to 20 new contacts that he’s generating each day. And of course the 25% response rate, but most importantly he’s about to share exactly how he’s doing it, all the tools, all the details so you can start doing it with your business.

Here’s Matt Heinz, President of Heinz Marketing.  

MH: We’ve got a bunch of them, sort of set up, in a different context. But I will give you a sort of ABM example. So a company that’s doing ABM is a good target for us, if they’re thinking about doing it they’re not doing it very well. They’re trying to figure out a scale it that context is usually pretty good for us.

So I set up a “saved search” on LinkedIn. It says “show me anybody that is a member of a LinkedIn group around ABM” and I’m not a huge fan of all LinkedIn groups. People don’t really use it very often, but people do join them. Any given day I can go back to that same search and say oh, there are six new people that have joined the ABM group. And so I can see that search result it will show me who’s in that, you know who newly joined the ABM group and then with a sidebar to my browser from LeadIQ, I can see which of those people I’m already connected to, I could see it which of them are already in my database, I can see which of them I have mail address for or don’t and if I don’t have them in my email address yet.

I’ll capture that contact and by capturing it with some filters on that LeadIQ dashboard I can immediately add them to an ABM Prospect warm-up sequence in Outreach. So now in one click, I found someone related to the topic. I’ve added them to my database and I’ve automatically put them onto a new sales engagement Outreach sequence.

AO: Very cool. So I want to start at the top. What made you realize that this was the right type of person? This is the right indication activity joining an ABM group. Is there anything you can tell us? Or was that just kind of obvious? I mean, obviously we know that that shows some kind of intent.

MH: Well it wasn’t, I mean, I wouldn’t say it was completely obvious. I think there are some associations people make that really aren’t, don’t mean that they are actively engaged in something. We found over time that people that were joining ABM groups tended to be those that were new to ABM and therefore ABM wasn’t something they really understood very well.

And these are big companies and small companies. This is people within a big company that was another group may be done ABM, but their group hasn’t so we just learned by trial and error that the context and quality of that audience were good and we were able to because we knew a lot of people that were doing that activity on LinkedIn weren’t very well versed in a company’s marketing yet.

The sequence in Outreach is all about giving them tools and messages and content that help make them better. So we offer them a copy of our “ABM getting started workbook”. We offer them access to our content around “why ABM programs stall” and so it’s all “give”, right? And then at the end of that sequence, we ask them if there’s other content they need or if they want to take advantage of our B2B office hours and talk about their program.

Of course, not everybody takes advantage of that. But by giving them something of value, you know holding hopefully building up a case that we’ve got some credibility and then offering some customized personalized feedback. We were able to get a pretty nice response rate.

AO: I love it. Can you help me with exactly how you select? How you’re doing the technical piece of the ABM group selection? Is that Sales Navigator?

MH: It is linked in Sales Navigator, right. We’ve got some sales enablement searches set up. We’ve got some searches just based on people that meet our target account and target contact criteria that are new in their role. And also if you’re looking for new CMOs, you can set up a search of “show me all the people in a certain market or certain category that are C-Level in marketing, who have had that job for less than a year”. And of course, the first set of criteria is going to be massive. But if you leave that search set up like every time someone new qualifies, it means that they literally just change their profile to CMO of a new company.

AO: Got it, but how are you knowing that they just added to a new group?

MH: Well, I mean this is basically what Linkedin search criteria lets you do that. What you do is say “show me in any given time”. So when I do the search today people that are in this, in that, these companies of certain size, it has this title that is in this role and shows me anybody that is a member of either specific LinkedIn groups or groups with names that include AMB. So in our case, we went and we found a bunch of ABM groups and just said, okay, we’ll just show us anyone that’s in those groups and then keep this search alive so that you can that anytime you go back to LinkedIn you can if you go to your search results, it will say it will have a little red number that red number it says 13. It means since the last time you were here thirteen new people qualify on this list, which means 13 people now have added themselves as contacts in those ABM groups.

AO: I love it. This is brilliant. It’s so basic but so good. You get those 13 people, now help us a little bit more with the LeadIQ. So I’m sure you’re not doing it but what is getting those searching people and then getting using LeadIQ. Can you paint a little bit more of a picture of that?

MH: Yeah. So there’s a LeadIQ the way we use there’s a sidebar on the side of our browser and it basically once we get into that list, so like I click on that 13, it’s going to show me in a sort of list view search results in LinkedIn who has 13 people are what lead IQ the sidebar it when it recognizes you’re looking at actual people within LeadIQ, it’s gonna go actually pull those people into the sidebar. So you’re looking at 13 people and in the LinkedIn search result and on the sidebar you’re looking at those same 13 people, in summary, so you can see their picture. You can see their name, you can see their title. And then we got something really crazy, really smart. They actually have it connected with my Salesforce. I have it connected with Outreach and I have it connected with Marketo. So it will actually hang all of those groups with an API and say do you recognize this person, is this person in your system? And these little icons will show up underneath their picture and so I can have those 13 people I can see. Okay, these people are having Salesforce, these people I don’t have in Outreach sequence these people I don’t and if there are no icons it means that they don’t recognize them at all.

And so I can click a little plus button then next to their profile in LeadIQ and add them to our database and at the top of that sidebar you can say Okay, add these people to certain LeadIQ lead lists, but then you can also say also add them to the ABM Prospect warm-up campaign within Outreach. And so if you click that plus it will add it to the LeadIQ list if you want it can automatically add it in Salesforce, but we’ll also initiate a sequence of your choosing within some. So one of the reasons I love the LeadIQ side of this is one click all that stuff just happens.

AO: That is so cool. So tell us about when it goes to Lead IQ, it goes into Outreach and using that to do the nurture? 

MH: Yeah, so the nurture happening in Outreach, right and you can and LeadIQ works with both Outreach and Salesloft so you can sell it. You can create those sequences in your sales enablement tool for your sales engagement tool and just tell just LeadIQ which you want to set them up for. So I’ve got another one where you know, I can look at people that have liked my content on LinkedIn do the same kind of search and I’ve got a short sequence of content that goes out to people that have some time on LinkedIn to say, Hey, thanks for engaging with my content. Appreciate it. Let me know if it’s other stuff you’d like to see, us right moving forward. So, you know, there could be multiple sequences with different contexts of search results you use. They can ultimately turn into drip campaigns out to those prospects.

AO: Got it. What would you do when one of these 13 people were added to this new ABM group? They’re all new people to you. What happens is some of them don’t have the first connections to someone. How are you approaching that?  

MH: Well, LeadIQ is also getting us their contact information. So the drip campaign isn’t happening within LinkedIn. It’s going to them directly.  

AO: That’s amazing. This is so good. Could you tell us a little bit more about that first message for that specific one? I know you mentioned the other messages “I know you’re trying to learn in the community. We would love to help you.” Is there anything else you can tell us about that first message?

MH: Yeah. The key to making this work, it is not saying “hey, I noticed someone is potentially new trying ABM in the organization. Let me sell them something”, right? I think the key for us in our sequences is to intentionally don’t sell anything. We don’t offer anything. We don’t even talk about what our services are. If someone we think we believe is new to ABM it’s all about helping them discover content. We have things to make the program better. As I said, we’ve got an “ABM for beginners” workbook. It will offer them. No strings attached. We’ve got a handful of content. It really sorts of summarizes our experience for why AMBs fail and why AMB’s stall and how to get around. We’ve got one it talks about just the critical nature of sales and marketing alignment as it relates to sustainable account-based marketing and so basically the drip campaign just progressively offers and highlights access to these pieces of content and then it usually ends with what other ABM challenges you’re facing. We’ve got 11 years’ worth of content here. What else can we share or what else can we create for you that’s customized to your needs? So it still an offer but it’s still entirely focused on just helping make them smart.

JS: How are your response rates now compared to other campaigns. Are you seeing this as a consistent leader and how are you thinking in terms of omnichannel engagement here?  

MH: Well, yeah, I mean, so if we were to go out and just buy a list of people that may or may not be doing ABM or if I said, hey, here’re the companies that we think would be the good target was just in discriminately email them about ABM, email about sales enablement or whatever topic. I don’t think it would be as likely to hit the mark. I also think that it’s not just the context in which we found them but the way that we engage them across those campaigns. One thing we’ve been testing lately is going back to some of those individuals that haven’t yet engaged with the email campaign and sending them a LinkedIn request. And I felt like this was a little more aggressive. I see what happens, these people who clearly they’re opening an email, they’re not responding. So if I send them a LinkedIn request from me, because the emails are coming from me, they were responding initially to get content from me. Could I get them at least to accept an invite to start a conversation that way? And we’re at like 90% of acceptance rate on those LinkedIn invites.

So trying to think about how we do this across multiple channels. How do we do this with good content as the primary sort of offer and to a certain extent not really worried about getting them to convert it into a business or sales conversation until they’re ready, until today in this year?

AO: So the only other question I had, Jorge unless you have anything else which is roadblocks.

MH: Yeah. Um, so this is not a completely automated process. This is something that you have to do, once you find someone on LeadIQ and you have your settings set up and it can automate integration across those platforms.

But you know, you still have to manually go in and review those LinkedIn search results. There’s a manual effort required and I think you have to know enough about the subject matter. You have to know about the audience to know okay, occasionally, there are people you don’t want to add to that sequence. Occasionally, there are people doing the number of the right title or not throwing company or you know, maybe have other interests in mind.
So I think you know the roadblock is we’ve you know, we’ve talked to other companies by doing this is just creating a consistent habit of going in and setting up an optimizing and searching those search results. And I also think about the other roadblock for companies implementing this, I think has been trying to treat those prospects as sales-ready prospects too early just because they want the white paper doesn’t mean they’re ready for a demo. So I think continuing to engage people with value will keep them engaged, keep them wanting to hear more from you will make it so that when they are ready to engage when they’re ready to buy they’re coming back to you.

AO: Matt, thank you so much for your time. We learned so much

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