LeadSift’s aim is to provide sales teams and marketers with the most behavioral intent data possible, so that they can act quickly and intelligently. If you know what your prospects and target accounts are doing, you can be proactive and reach them with great messaging at the right time. No reactive selling or marketing too late to win a deal. That is the old mantra, and it has changed. We want to make revenue generation a science and speed up the reaction time.
We know that sales people prospect using triggers, like accounts winning funding, or decision maker job changes. We’re excited to announce that as of today with our new feature release, we arm sales people with that intelligence quicker than they could get it before, as well as save them the time researching who to reach out to.
Context for your prospecting and marketing
Here’s what potent prospectors and marvel marketers use as context, or triggers for their outbound messaging:
- Engagements with competitors
- Event attendances
- Job postings
- Job changes
- Funding rounds
- Mergers and acquisitions
The good news is that we have now added intelligence on who is hiring in your market and target accounts to our platform. No more scanning LinkedIn for job postings! We already find winning sales teams and baller marketers the engagements happening with their prospects and their competitors. That, and the events their prospects are looking at.
Even better, we’re adding funding rounds intelligence to the platform too. That’s coming soon.
Salesforce is now your friend
We know that you don’t want this intelligence sat in an Excel file on your desktop. That’s why our Salesforce integration exists, but it’s improving.
This week, we’ve improved:
- Attribution: If you don’t measure it, did it happen at all? Nobody knows! We’re here to change this, connect your Salesforce account and we can now calculate your ROI.
- Notifications: We will notify your team of any accounts that they are working on! Imagine, getting notified that the stalled deal is now talking to a competitor, or your current customer is hiring and might need more seats. Yeah, we think it’s awesome.
- Updated Intelligence: If you already have the lead or contact in your CRM, no problem, we’ll simply add in the intelligent triggers so you can reference it!
- Enrich your accounts (Coming soon): When you connect your SF and moving forward, we will push in little nuggets of data such as, what technologies they use, if they’ve had a recent funding, won an award, opened a new office, have a mobile app etc. All to arm you with everything you need for prospecting better!
If you’re ready to save buckets of time every day and reach people at the right time to guide them to a decision, it’s time you tested LeadSift. Get 50 free accounts showing intent to buy from you, from us.
Did you know that 32% of new VPs or higher will make $1,000,000 or more worth of buying decisions in their first 90 days?
So, if you’re looking to reignite that stalled deal, get into a new account or simply reach out to CMOs, CIOs or VP of Sales, professionals with new jobs are most likely to listen to you – they are in there looking to shake things up!
We heard from many of our customers about the importance of this signal so we tried it ourselves only to find how difficult, tedious and frustrating it was to prepare a list of these high value prospects. Having to scour LinkedIn, intercept bounced emails, listen to the grapevine… not very efficient.
Enter LeadSift’s new “Search By Job Changes” feature – all you have to do is log into search.leadsift.com, (if you don’t have an account already, please get in touch with us at [email protected]), pick the “Recent Job Changes” Trigger Event and set a time frame and voila! In less than a few seconds, you have a list of of professionals who have changed jobs within the last few months. You can further filter by job roles, company size, location and other firmographic data. Too easy!
Here’s a quick demo of how it works:
Save yourself hours of manual prospecting and let us do your lead sifting!
When reaching out to B2B customers, sales teams often send a standard email template to get the ball rolling. This template might (and should) have customizable sections for better personalization, but that personalization often stops at “Name” and “Company,” if only because, along with an email address, that’s all the information they have to go on.
This is cold outreach, without any context, and it is actually easier to do than warm outreach in some ways. After all, if a lead doesn’t know who you are, and if you don’t know anything about them, the standard “This is how we can help you” email will usually suffice as a first introduction.
But what about warm leads? They offer a much better chance at converting to a sale. Because of the huge demand for more qualified leads ( 61 percent of marketers say generating high-quality leads is their biggest challenge), LeadSift’s mission is to deliver contacts that you know something about, particularly around the content they engage with. These leads are warmer, as they have sent a signal that they are interested in content pertaining to your business or industry. But how do you reach out to them and leverage this knowledge without sounding over-intrusive or downright creepy?
Here are our tips for developing a killer B2B email outreach campaign that takes advantage of your knowledge of warm leads – without scaring them away.
Three Golden Rules of B2B Email Outreach Using LeadSift:
1. Reach out as soon as possible
Research shows that 50 percent of buyers choose the vendor that responds to them first. So if you wait days or weeks from discovering a lead to sending that first-touch email, you’re missing out.
2. Use a drip campaign
Tools like Outreach.io, PersistIQ, SendBloom help your team develop workflows and schedules so that you send the right emails at the right time to the right prospects.
3. Reach out at least 3 times
Once is never enough. Even if your prospect doesn’t respond, even if they don’t open that first email, don’t be discouraged: send at least three emails before moving on.
In addition to following these three basic rules of B2B email outreach, there are specific ways that you can engage with prospects based on which signals LeadSift has picked up about them. In the following three scenarios, let’s imagine that you are in the email outreach industry, and you are using LeadSift to identify warm prospects.
If they… Engaged with Industry News
LeadSift can identify leads that have recently engaged with industry news. Whether they tweeted a blog post about best practices in marketing automation or shared a news piece about an upcoming conference on LinkedIn, you know that they have publicly expressed an interest in your industry.
In order to start a dialogue with this person, let them know that you are aware of their interests, without being overly specific.
For instance, the tweet below shows that this individual is interested in email outreach, and would be picked up as a lead by LeadSift:
A good opening line in this case might be:
“I noticed that you recently shared content about email automation…”
This avoids calling out the specific piece of content that they shared, which might make them feel uncomfortable. However, you are still using this knowledge to connect to them, and establish a common interest.
From there, your email can explain what your product is, and how it can solve common pain points that they may be experiencing.
If they… Engaged with Competitor Content
Another signal that LeadSift can pick up on is competitor engagement. Your prospects may be sharing content that doesn’t come from industry publications, but rather those of your competitor: their blog posts, whitepapers, webinars and more. We can serve up prospects that have shared or commented on these pieces of content.
Our clients often have the most difficulty reaching out to these leads, as they are (rightfully) hesitant to point out that they know about the engagement. Our advice: ignore the fact that they shared the competition’s content altogether. Don’t mention the competition whatsoever – but do mention the topic.
For example, LeadSift might serve up a prospect that commented on an article like this:
The Complete Guide to Cold Email Outreach Best Practices
Your competitor might’ve written this piece, but you can use that knowledge to your advantage when reaching out to the prospect that engaged with it.
Rather than speaking directly about the piece, open with a line like:
“If you’re 82% of marketers, you struggle with sending cold emails.”
This touches on the topic of the content, but doesn’t mention the competition.
If they… Followed the Competition
The third signal that LeadSift picks up on is any time a prospect follows or connects with the competition – and this means the branded accounts, as well as salespeople, executives and more.
In this case, there is no content being shared. So rather than building your email outreach off of content, you’ll want to build it off of the shared value proposition between yourself and your competitor.
Imagine you were notified by a prospect who has recently followed Outreach’s Twitter account. What is the pain point that they claim to have a solution for, and how does your product solve it (better)?
To open an email to this prospect, you might want to lead with:
“Are you sick of not having the intelligence you need to hit – and exceed – your sales goals? Our email automation tool can help.”
The value proposition is the underlying theme here, so be sure to touch on it in the first sentence of your email.
The signals that LeadSift picks up can help you reach leads that are more likely to convert, and they can give you the knowledge you need to convert them. You no longer have to send cold emails to a massive, anonymous email list. And although it can be a challenge to incorporate contextual information into your outreach, it is essential in order to establish trust, credibility and position your brand as one that can be a benefit to your prospects.
Get notified every time a prospect engages with a competitor or industry news.
With 2015 drawing to a close, we wanted to take some time to reflect on the past year’s best marketing blog posts. There were hundreds of high quality, thoughtful, informative posts published this year, and we had a tough time narrowing it down.
Here are our top seven best marketing posts of 2015, in no particular order:
Post #1: The Proper Way to Automate Your Social Media Activities (and 5 Other Best Practices) By Demian Farnworth at Copyblogger
Why it’s the best: “Automation” doesn’t mean leaving a robot behind the wheel of your social media profiles – but that’s what some brands end up doing. There are right ways (and wrong ways) to automate, and this article from the content gurus at Coppyblogger will show you all the right ways.
What you can learn: You’ll learn best practices for taking advantage of the great automation tools out there, while maintaining that human touch that is so essential to social media. This article will help you save time when scheduling your content using social media, without alienating your audience.
Post #2: How to design websites that mirror how our eyes work by Jerry Cao at TheNextWeb
Why it’s the best: Not every marketer works on website development, but a firm understanding of how your visitors engage with your content – and how design plays a big part of that – is useful. This is the first in a two-part series, the second of which is worth reading as well.
What you can learn: Have you heard about the F-pattern? No? Would you be surprised to learn that it is one of the most common website layouts for text-heavy sites? This article is packed with insights about how your visitors scan, engage with, and pass over content on your website. You’ll learn how to position your content visually, so it’s getting maximum impact.
Post #3: Comparing the ROI of Content Marketing and Native Advertising by Kelsey Libert at Harvard Business Review
Why it’s the best: This article comes from content marketing agency Fractl in partnership with search specialists Moz – the perfect pairing of creativity and data. And it doesn’t disappoint. This article presents a rare glimpse into the inner workings of the marketing industry, via data-driven results from a survey of various agencies and how they develop content marketing and/or native advertising for their clients.
What you can learn: First, you’ll learn the difference between content and native advertising, if you’re not already familiar with the distinction. Then, you’ll get extremely valuable insight into which costs more, what type of results each strategy can produce, and where the entire industry is headed.
Post #4: 61 Key Social Media Metrics, Defined by Courtney Seiter at Buffer
Why it’s the best: Quick, name 10 social media metrics. OK, maybe you can get past 10 without resorting to Google. But 61? That’s saying something. You may think you don’t need a refresher on metrics, but chances are there are things you’re not measuring, simply because you don’t have a name for them. And, after reading this article, that will all change.
What you can learn: This resource from Buffer is extremely useful for marketers who want to measure the success of their efforts. It’s great for end-of-the-year reports, or just tweaking a campaign a day or two after launch. Bookmark this, and refer back to it next time you are trying to figure out what to measure.
Post #5: Confessions of a Google Spammer by Jeff Deutsch at Inbound.org
Why it’s the best: It’s not often that you get a true account of the trials and tribulations of life as a spammer. Black hat SEO techniques have been around for years, and this very personal article catalogues the journey one spammer took from thinking that his spamming was “helping Google” create a better algorithm, to earning upwards of $150,000 a month from his spammy SaaS software, to being publicly shamed at an industry conference and nearly losing it all.
What you can learn: This first-hand account gives some fantastic insight into why “ranking first on Google” is so valuable, and so difficult to do. The transition that this once-black-hat marketer went through to become a firm inbound (or content) marketing believer today is fascinating, and serves as a lesson to anyone thinking of trying to scam the system. There are over 200 comments below the article as well, which are worth reading to learn more about what the industry thinks about these types of techniques.
Post #6: 44 Social Media Tools Recommended by the Pros by Cindy King at Social Media Examiner
Why it’s the best: A list of 44 amazing social media tools is one thing. But a list of 44 amazing social media tools vetted by experts? That’s priceless.
What you can learn: We guarantee there will be tools on this list you’ve never heard of – even if you pride yourself on being up-to-date. From tools that let you view the social sites of your email connections to tools that serve up interesting holidays and special events for you to tweet daily, there is something in this list for everyone.
Post #7: How To Create An Easy Content Marketing Strategy You’ll Actually Use by Brian Sutter at Forbes
Why it’s the best: Content marketing was huge in 2015, and it’s only going to be more important to brands looking for an edge in 2016. This article outlines the specific steps any marketer can take to create a content marketing strategy – perfect for a template for 2016’s marketing plan.
What you can learn: From setting objectives to determining the actions needed to achieve them, this post covers everything you need to know about content marketing strategy. While it doesn’t go into too much detail in any single step, it does offer a fantastic overview and acts as a good jump-off point to dive deeper.
Those are our favorite seven marketing articles of 2015. What are yours? Let us know in the comments below.
Social data is real, and it’s not going away. It’s not a buzzword, not hype, and not industry jargon. It is the best competitive advantage out there, and it’s something that marketers can’t afford to ignore.
Many businesses have access to social data. They’ve moved beyond thinking that it’s a distraction and have embraced it as a potentially valuable tool for growth and profit. But there are still minefields of distraction surrounding social data, even if you’ve convinced the higher-ups that it’s necessary to gather it.
The main question burning a hole in the minds of marketers everywhere is, “What data should I be looking at?” Because while social data is important, it’s not easy to sift through.
In fact, today, marketers are faced not with the challenge of finding data, but rather with the challenge of finding useful data. A recent survey found that only 55 percent of those marketers who have access to social data actually use it in any meaningful way. This means that nearly half of all marketers who are collecting social data aren’t using it. And that’s a problem.
To help solve the problem, marketers should look at their data and determine first, what is relevant, and second, what is distracting.
Relevant data is data that will help you make a business decision. When it comes to social media, any single data point has the potential be relevant – it’s just a matter of attaching context and meaning to that data point.
For instance, knowing that your audience likes red cars… might not be relevant to the majority of businesses. But knowing that their audience likes red cars could certainly help a car dealership with its content, promotions and even inventory.
Social data can help businesses build customer personas, which can guide marketing and promotion decisions; it can alert retailers to the seasonal changes in behavior among their customers; it can generate a complete picture of a competitor’s audience, in order to carve out additional market share. Social data can do all of these things, as long as the data being explored is relevant.
When preparing a report about the number of Twitter followers you have, how many engagements your last Facebook post got, or new hashtags popping up on Instagram, ask yourself whether this data will ultimately help you and your team make a business decision.
Distracting data often looks nice. It sounds good. The numbers might be impressive. But the true test is whether it is actionable. So what if you earned 150 new followers this week? What action will that enable you to take?
The ratio of relevant to distracting data will be different for every business, but in most cases, the distractions will always far outnumber the valuable data points. That’s why there is no golden rule of what data is “good” and what data is “bad” – the answer is complex, and the good is usually hard to see, resulting in marketers simply giving up.
However, if you can identify what is relevant to your business – the social data that enables you to make informed business decisions – you’ll have a huge edge on the competition.