At LeadSift – we’re building a sales intelligence platform to predict buying intent by mining the public web. We help B2B organizations identify and reach their best prospects at the right time. Over 100 of the leading B2B SaaS companies use LeadSift to help optimize ad spend, marketing strategies, and sales outreach.
About the Role
We’re looking for a marketing specialist who is, frankly, just super into marketing. Experience is great but we’re looking for someone who loves the game, wants to experiment with tactics, take risks, learn learn learn, and is obsessed with data.
You’ll work hand in hand with our Head of Marketing, sales, and customer success teams to create and curate “no-fluff” marketing that helps B2B marketers at other technology companies. If you’ve got a balance of right and left brain, paired with a love of revenue-driven marketing and competitive spirit, you might be a perfect fit.
Community management – own social media from content creation, community engagement, campaign planning, and KPIs. You get to experiment, engage, and basically be the voice of the brand on social.
Content curation – research plan and execute killer data-driven, actionable content for our audience. Take the opportunity to end fluffy marketing content and write like a marketer, for marketers.
Strategy – Support the Head of Marketing in research and planning for new marketing initiatives and experiments to generate revenue.
Sales enablement – empower the sales team to add value wherever possible through content, customer-facing marketing recommendations, and delivering high-value leads.
Creativity – generate new ideas, test tactics, and identify gaps in the current way of doing things to make it better.
Skills
You give a sh!t. You’re eager to kick off a career doing something you love and you want to be great at it.
Self-starter attitude. You’re a problem solver, prepared for the fast-paced, many-hats role that comes with working at a start-up. (It’s challenging, but rewarding and you get the opportunity to own projects and run with your ideas without a bunch of experience).
You’re revenue-driven. We aren’t tracking the number of leads you bring in. We track the $$$ attributed to marketing so you need to be able to see past the noise.
Attention to detail. Perfect is the enemy of good but you should be able to balance getting things done quickly while maintaining a “high-gloss finish”.
Knowledge of video editing and design are a killer skill to have (or you at least want to learn). Don’t count yourself out if you don’t have this, as long as you’re into it and want to get good at it.
Why you’ll like it here
We’re a diverse team who genuinely like each other. We work hard and play hard (had to use the classic startup line). You’ll get to work with all departments at all levels. All voices are heard.
Start-up culture aka being able to get your hands dirty with many things at once and work on projects you love (plus office dogs and snacks).
Full health benefits from day one.
15-days vacation + statutory/federal holidays + we take the last week of the year off.
Regular team lunches.
But hey, don’t take my word for it, here’s what our Growth Manager, Bailey has to say:
“First things first, the people here are everything. The team is fun and supportive. Tukan (CEO) and Sreejata (CPO) run LeadSift in total transparency so you always feel like you’re contributing to the bigger picture. I can honestly say this is the best company I’ve worked at and I’m not just saying this because Olivia asked me to.”
In Episode 17 of the Show Me The Data Podcast, Leadsift CEO Tukan Das spoke with Mark Lerner, Head of Marketing at RevOps.io about his very different kind of email newsletter that has gained impressive traction. RevOps flagship product streamlines the sales team’s proposals from CRM to Billing with one-click integrations to complete customization. The company’s newsletter has become one of their strongest growth channels and Tukan wanted to learn about the unique and fascinating way that they have achieved this. We wanted to know everything from why Mark chose this style of the newsletter to how he makes it happen.
In this first article, we’re diving into what makes RevOps’ newsletter different and why Mark decided to do it this way.
RevOps’ position in the marketplace
RevOps are a very early-stage startup and Mark had only been with the company for 5 months when we spoke with him. They offer CPQ software (Configure, Price, Quote) that allows salespeople to build quotes as flexibly as possible whilst experimenting with their pricing within parameters set by their managers. This avoids producing incorrect quotes and having deals rejected.
RevOps founders built the product to satisfy a need that they saw to get the right sales agreements to the right prospect at the right time whilst avoiding anything falling through the cracks. They were recently a featured product at tech product curation website Product Hunt.
Why create content when you can curate it?
When Mark joined RevOps, they were relying onfounder-led sales and word of mouth to create leads. With his extensive background in director/VP level marketing within the technology space, Mark knew that he needed to build a top-of-the-funnel process to start driving demand. This meant creating engaging content and bringing people into a community. However, with a blog in its infancy and a limited number of lead magnets, RevOps didn’t have a library of content to draw from.
So, Mark spent a lot of time trying to figure out how to start building that engine without doing the traditional weekly/monthly sharing of blog content. The answer came to him one night when he couldn’t sleep! Inspired by the Daily Sales Motivation Newsletter (sent every day) from Close.com that links to a YouTube video featuring CEO Steli Efti, he realized that he didn’t need to be the writer of the content. Instead, he could curate content and the company would still get the value of the apparent thought leadership from curating it. And so the idea of having a daily newsletter, in which RevOps curated 5 to 10 pieces of content, wrapped in RevOps branding, that were relevant to their target audience, was born.
Because he didn’t think much would come of it, Mark didn’t talk to his team about it and just set about testing it and promoting it organically himself. Then, he started seeing inbound leads, come in and Mark knew that he was on to something which works! This Newsletter has grown about 300% in the three months prior to our interview with, at times, an impressive 40% open rate and 15% click-through. This has enabled RevOps to build an audience and a community.
How RevOps curates their newsletter content
In Episode 17 of the Show Me The Data Podcast, Leadsift MD Tukan Das spoke with Mark Lerner, head of marketing at RevOps.io about his very different kind of email Newsletter that has gained impressive traction. In this article, we dive into how Mark curates the content.
How RevOps curates content in an hour a day
It takes Mark (the sole marketer at RevOps) about an hour every morning to create the newsletter. Figuring out how to create this kind of newsletter involved what Mark describes as a ‘Frankenstein’ combination of Zapier and RevOps marketing automation tool.
The daily process is:
A set of standard searches in Google
He has a list of places that he uses as a ‘Go’To’ source.
Reaching out to the Slack groups he is part of (if stuck!) and asking if anyone has any content they want, or have for him to share.
He offers the community subscribers to feel free to send him anything to include that they think might be of value.
It can sometimes be difficult to find five unique and interesting pieces of content around Revenue Ops – which Mark sees as part of the value of the newsletter as it’s not easy to break through the noise.
RevOps content curation insights
Having tested between 3 and 10 pieces of content, Mark has established that, for RevOps, 5 pieces of content is the magic number that gets the most engagement.
He keeps the newsletter simple by picking five relevant and interesting pieces of content, adding them to a list and putting a short message at the top of the newsletter and a RevOps call to action at the bottom.
To include RevOps content, or not?
Initially, Mark was hesitant to do anything that seemed promotional within the newsletter. He really wanted to build an engaged audience before putting out any offer. Providing as much value as possible before asking for anything is something that Mark learned from Gary Vee’s. ”Jab, Jab, Right Hook” philosophy.
Over the month prior to our interview, the company switched emphasis from the building of awareness to promoting the product. Mark had, then, been working on creating a way to use the newsletter as a tool to push people down the funnel without ruining the value that they are providing. Now, whenever RevOps publish a blog, he will include it in the list – usually first. Sometimes, he will use the message at the top of the list to call it out.
Newsletter frequency
Initially, Mark sent the ‘RevOPs Daily’ newsletter 7 days a week. However, when sending the newsletter out over the Christmas & New Year’s holidays, with previously low levels of unsubscribes, he noticed a much higher level. So, he has refined that to Monday through Saturday having realized that seven days was too much. He’ll send daily Newsletters Monday to Friday and a synopsis of the top articles (those with the most clicks) from the week on Saturday. What really made the difference to unsubscribes was that above the ‘Unsubscribe’ in larger letters, he wrote ‘Change Email Frequency’ with the option to receive emails daily, weekly, or monthly – this decreased unsubscribes by 50%!
Abacus is a full-service agency specializing in pre-growth stage companies. They are currently the #1 Facebook Ad Agency and top-rated Google, Tiktok, Pinterest, and video partner – working with forward-thinking brands seeking faster results and highly efficient working models.
The Problem
Before getting started with LeadSift almost two years ago, Abacus’s sales and marketing processes were traditional and manual. Sales and marketing functions were kept totally separate from each other. They were spending 20+ hours a week manually researching, gathering, and sanitizing data, and then looking for contact details before they could begin their outreach efforts.
Without a better process in place, time and energy was wasted just searching for the right people. Additionally, with sales and marketing operating separately, there wasn’t any continuity of data throughout the funnel.
Their growth was predictable, but they were struggling to accelerate business with their existing resources.
The Solution
Abacus needed a better way to source prospects that fit their target buyer personas and tied sales and marketing together. Saving time, and speed to lead, were top priority for being able to scale and generate qualified pipeline.
Right away, LeadSift cut their manual research and prospecting time in half.
They use LeadSift to increase qualified pipeline opportunities and shorten their sales cycle from 42 to 17 days. At full scale, they now have LeadSift operating seamlessly across sales and marketing with continuity.
“Contact data speeds up qualified list building, intent data narrows our focus, and lead scoring means that our sales reps are focused on businesses that are the best fit.”
— Lance Muranaga, VP Revenue, Abacus Agency
Right now Abacus has LeadSift intent streams built to fit their process perfectly. Leads are pushed into their CRM and are prioritized based on seniority with more senior prospects being sent directly to their SDR team for one-to-one outreach. This allows the team to prioritize and personalize based on intent, and know for certain that they are focusing their efforts on prospects who want to hear from them. LeadSift lets Abacus know when leadership changes have been made, or a person has a new title, so they can move them up the list.
Leads below director-level are sent to marketing to be nurtured until they show signs they are ready to be engaged with on a one-to-one basis. Abacus takes advantage of custom audiences so they can best use their ads budget with intent-based custom audiences. The leads are leveraged this way until they qualify themselves to be reached by the sales team.
Abacus has increased their monthly lead flow by 35-40% depending on the account value, and they’ve increased revenue by 30% year-over-year with lower overhead.
“LeadSift’s technology is faster and more accurate than the direct competitors in intent data platforms and really shines in value as they keep innovating the product without affecting the top-level customer support that sales and marketing teams need to make the best use of the technology.”
– LANCE MURANAGA, VP REVENUE, ABACUS AGENCY
Abacus now has sales and marketing departments that flow together and complement each other. The time spent to receive qualified leads and connect with them has been cut in half, freeing more resources to focus on high quality messaging and personalization. Now more than ever they can offer their clients top-notch solutions and are able to hit the ground running.
Preferred by the most innovative and data-driven businesses, LeadSift is the most actionable provider of intent combining comprehensive data with meaningful insights. We sift through unstructured public data so companies can easily identify, understand and engage in-market audiences with creatively relevant, personalized outreach. As a result, companies can move their pipeline faster than ever before.
We set out to answer the question: what percentage of your target market is really in-market. Companies across every industry operate under a shared belief that at any given time, only 3% of our target markets are actually ready to purchase. But can we really risk operating under a false pretense?
We wanted to find out the truth. We partnered with Intentsify, a B2B intent data activation company. Both intent data companies rely on different sources of data. By comparing both sources, we hoped to find out if clients really benefited from using more than one intent data provider.
Together, we crawled, mined, and analyzed a target account list of 114,004 companies.
70,271 small companies,
30,533 mid-size companies
13,200 large companies
We also wanted to know what your greatest challenges are with intent data. Intentsify surveyed 289 B2B marketing professionals to ask about their pain points and obstacles. At the end of the report, we offer solutions to help you make the most out of this powerful resource.
Here we’ll give you our key findings from the report. For the full report with our findings, industry-specific insights, and actionable steps on how to use the data, download it below.
Download the full report
Key Findings
Finding #1
At any given time across categories, a median of 7% of your target market is in-market. This breaks with the accepted assumption that only 3% of your target market is ready to purchase.
Finding #2
Larger companies have a greater percentage of accounts searching 2+ topics. Why? Likely due to budget sizes, more sophisticated processes, an increased need for solutions, and more people charged with research.
Finding #3
Using 2+ (complementary) intent data providers unearths more high-quality prospects. When you have more providers crawling and mining the internet, you know more about the activity of your prospects and ICP.
Finding #4
Contact-level data is a gamechanger. Marketing teams report struggling to identify target audiences and accounts with intent data.
Contact-level data tells you more than an in-market company. It tells you the person who is searching and how to reach them.
Download the full report
Finding #5
88% of intent data clients use multiple providers.
33% of intent data clients use four or more providers.
Finding #6
Data is good, but most of your competitors don’t know how to use it. Differentiate yourself with a game plan for every step of the buyer journey.
Finding #7
Sales teams struggle to action intent data. From poor transitions to unuseful pieces of data, sales teams don’t know what to do when intent data is handed off to them from marketing.
Industry Analysis
Human Resources
% of in-market accounts within the topic of HR Technology based on company size.
Sub Topics: HR technology systems, employee engagement, talent management, applicant tracking system, and payroll.
Data Storage
% of in-market accounts within the topic of Data Storage based on company size.
Sub Topics: data storage, data warehouse, storage as a service, storage management, and storage virtualization.
Security
Sub Topics: application security, cybersecurity, data security, endpoint security, identity access management (IAM).
Download the full report
About LeadSift
Preferred by the most innovative and data-driven businesses, LeadSift is the most actionable provider of intent combining comprehensive data with meaningful insights. We sift through unstructured public data so companies can easily identify, understand, and engage in-market audiences with creatively relevant, personalized outreach. As a result, companies can move their pipeline faster than ever before.
This is the second article in a series of 3 diving into how e-days used LinkedIn and a £50 budget to drive brand awareness and gain A-list media coverage.
E-days’ absence management solution helps businesses worldwide work smarter, happier, and healthier. They provide an effective means of tracking and proactively managing holiday and sickness absences for businesses worldwide.
In this article, Tom Whiley talks us through how they identified the topic that they wanted to mine data on and then used that data to their advantage.
Identifying a topical data set to collect
Against the backdrop of COVID, Tom looked to find a unique insight around the transition from home working back to office-based working – which was happening at that time in the UK, where he is based. E-days wanted to understand why, even though employees were able to work in the office, they were choosing to continue to work from home.
Their hypothesis was that, whilst some employees preferred the office environment, others didn’t want to break their new work-from-home routine and that many people felt that working from home was more productive and better for well-being and work-life balance. So, they ran a Linked In poll aimed at answering the question:
‘What is the real reason why you’re so hesitant about returning to work?’
They kept it simple, with just two questions around establishing whether that reluctance to returning to work was a result of:
COVID related health concerns about the risk of infection associated with returning to the office; or
Not wanting to break their new work from home routine and lack of commute.
65% of 250 respondents said that their reluctance to return to the office related to the daily commute. Having a choice as to how to spend the hours that they had previously spent commuting wasn’t something that they wanted to give up.
This insight enabled e-days to build a unique PR message from which they were able to gain valuable press coverage.
This resulted from an entirely organic, low-cost approach
LinkedIn polls can’t be sponsored or boosted (which meant no Ad spend).
Here’s how they got their poll in front of as many eyes as possible:
Tom and his team asked e-days internal workforce to share the poll on their linkedin profiles;and
They ran an internal competition which offered a £50 Amazon voucher to whoever got the most shares from their poll post.
From that £50 investment, they received 250 survey responses – which was enough data to convince PR and news outlets that their story was newsworthy.
What e-days did with this insight
E-days don’t have PR resources internally so they fed the poll results back to their B2B specialist PR agency who were able to create a spin on it. Tom explained that investing in PR has been of huge value to e-days due to its ability to elevate their position as thought leaders compared to doing the job organically. This was an indirect cost for the campaign that would be avoidable to teams with internal PR expertise.
e-days’ PR agency worked with e-days CMO and identified the story and the opportunity for them which was:
‘People are hesitant about coming to work because of the commute.’
How much content was e-days able to spin out this one unique insight?
A Press Release;
A couple of blogs; and
An infographic.
To Tom, repurposing content is key in order to squeeze out as much value from each unique insight as possible. He recommends that if, for example, you invest in a bigger content piece such as a white paper or an ebook, you turn that larger piece into a series of blogs, videos, a few emails, and an infographic. It is a top priority, for him, to get the most return out of e-days content investment particularly given their limited marketing budget.
Read the next article in this series in which Tom shares the outcomes that e-days generated from this strategy.
In this episode of the Show Me the Data podcast, we chatted with Director Of Demand Generation at e-days, Tom Whiley about how e-days used LinkedIn polls to gain 5.5. Million Organic Impressions by curating their own research via LinkedIn.
E-days’ absence management solution helps businesses worldwide work smarter, happier, and healthier. They provide an effective means of tracking and proactively managing holiday and sickness absences for businesses worldwide.
In this first article of a series of 3, we dive into the story behind their use of LinkedIn Polls to curate their own unique commercial insights – rather than outsourcing – and just how cost-effective that was.
A need for unique insights gives rise to innovation
E-days were looking for unique commercial insights that they could put into the HR market to establish themselves as an industry thought leader, create greater authority, and provide a PR hook. As a small business, without the huge marketing budget available to larger SaaS businesses, they wanted to explore other options and leverage as much free opportunity to get data as possible.
Traditionally, there are two ways to gather this kind of data:
Use unique in house data that takes specialist resources; or
To outsource – and incur the associated expense.
Having previously outsourced to a research agency, to target people outside of their main database, they weren’t keen to replicate this due to the low cost-benefit return. They had previously found that much of that return was white paper fed which, with a customer acquisition life cycle of 1 ½ to 2 years to enterprise, didn’t work for them. Using unique in-house data wasn’t an option for e-days at that time as they hadn’t yet hired an internal absence intelligence specialist and didn’t want to outsource so, they needed a stopgap solution. This need gave rise to an innovative alternative approach – the use of LinkedIn Polls.
E-days used the resources that were available to them
With over 250,000 users, e-days had a large pool of data available to them from which they could derive unique insights on absence and sickness trends. From those insights, they then hoped to be able to create a unique spin for PR and content opportunities. They also wanted to mine this data and create content quickly – that’s where LinkedIn came into play.
Read thenext article in this series to learn how e-days collected enough data via a LinkedIn Poll to gain coverage in Forbes and multiple HR industry A-List Publications
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