In the final installment of our series serving up the key takeaways from LeadSift’s CEO and Co-founder Tukan Das’ YouTube Live Buyer Movement Masterclass with Blake Johnston of OutboundView, we’re giving you the full rundown on how to use Sales Navigator to generate leads for a Buyer Movement campaign.
Sales Navigator is the key tool when it comes to searching user lists for Executives who have recently moved employer. Validating where executive employees moved to when they left your existing client company and how long ago they left is simple and Blake told us exactly how OutboundView does it.
7 steps to generating Buyer Movement leads with Sales Navigator
Step 1: Use the Sales Navigator search function to set out the search parameters. These should detail what you want from a client based on your normal criteria for your ideal customer profile.
Step 2: Use the Company Panel in the search to limit your search to an existing company or companies’ executives.
Step 3: Switch the filter in the company panel from ‘Current’ to ‘Past not current’. That is the key tool that will show you who previously worked at the company or companies that are your existing clients and are now at companies that you don’t currently work with….and who could be instrumental in that new company buying your product/service.
Step 4: Input the seniority of the employees that you want to search for and hit search.
Step 5: Review the search results to identify potential leads. When did they leave their previous company? This data is critical for deciding if it is relevant to you to reach out to them. You need to make a decision based on what is right for your company). OutboundView usually focuses on people who have moved employers within the previous 3 years.
Step 6: In a spreadsheet, track first name, last name, year left, past company, past title, and new company – this is the key information for using in messaging. You can use LinkedIn tools to automatically pull out the data that you need.
Step 7: Repeat regularly – a minimum of every 90 days (LinkedIn shows who has moved within the last 90 days). Sales Navigator will create a custom URL for your search that you can use repeatedly – the search will need updating with new leads and your new client companies regularly too. Once you have the data in your CRM, there are automation tools that can help with the process.
Usually, it doesn’t make financial sense to have an insider doing this job – that’s where outsourcing to someone on Upwork comes in. OutboundView often outsources to freelancers found on Upwork (they’ll charge around $10 an hour).
When to add leads to your CRM
Blake recommends that you add all leads to your CRM straight away and set up a low hanging fruit campaign as soon as possible to see who has an immediate need.
You will be continually adding contacts so, ideally, you need to constantly update your Sales Navigator searches with existing clients and make sure that everyone moving in/out of clients is getting into your CRM. Just as there is a need to regularly repeat your Sales Navigator searches, you should also be regularly cleansing your CRM.
What to do with the Buyer Movement leads
With LinkedIn DM being the most successful outreach method for Buyer Movement campaigns, you will want to write a custom connection note to each of your leads (either whilst you’re researching or at a later date), but you can’t get their LinkedIn URL directly from Sales Navigator. To find them either:
- Manually track their LinkedIn personal URL
- Use checked.outboundview.com which will find the prospects that you identified using Sales Navigator, on LinkedIn for free
- If you are searching for LinkedIn contacts out of your CRM, you will probably have to Google them to find them on LinkedIn if you’re not using the check tool
Using a LinkedIn search you can see who has posted in the last 30 days, that’s who you want to run campaigns with – not those who aren’t active on the platform.
Reaching out to the leads that you’ve identified
We discussed this fully in a previous blog post, so below is a brief outline. Check out the previous post for more details.
- LinkedIn connections – keep it basic, for example: “I saw you worked with one of our previous customers X, would love to connect.”
- Emails – the best subject lines are “Past employer name” or “Our work at Past employer name”. Make sure to mention the previous employer in the first 3-4 lines because they are probably reading it on a mobile device. Use questions such as “Did you work at all with our product “x” and reference how you helped a division within their previous company. Say something like: “I see that you are now at XX in XX role. Would you be open to a conversation to see if our product could help at your company?”
The previous articles in this series focused on why you should focus on buyer movement and how to track outbound movement. Together, all three articles form a thorough rundown of Buyer Movement strategy shared with us by OutboundView’s Blake Johnston during our Live YouTube Masterclass.
Watch the full video here: https://www.youtube.com/watch?v=MfSkBECFQ40
Want to kickstart 2021 with more relevant, in-market leads?