Adam Robinson’s Post

Transcript

Over the past seven years, I've used dozens of lead generation strategies to book sales calls for over 75 B2B companies. Within that time, I have found one strategy that is booking more sales calls for my company than any other channel. In this video or share what the strategy is and how it has booked us 162 meetings in June 2024. Hello, There are a few things that make for a great regeneration strategy. First, you want to get some quick feedback from it. Rapidly get your insights, allowing you to iterate on what you should learn. Feedback should guide your strategy. Second, you'll need to be cost effective. It shouldn't cost you thousands of dollars to test out the efficiency of the method. And 3rd, you need to be scalable, as in you need to get better overtime. Here's the hard truth, there isn't any lead generation channel that fulfill all three of these criteria. You could pick for example, digital ads, those would get you some quick feedback and they happen to be very scalable, but they require a large budget. You could do organic content, as in creating content on social media, which is pretty cost effective and scalable over the long run, but it can take months before you see the 1st results or you can rely on. World of mode, which is free to provide feedback and very cost effective, but usually it requires to have a large network and it's pretty tricky to scale. That said, there is a combination of these methods that checks all these criterias. Some call it inbound, lead, outbound. The whole idea is to combine B2B content with direct outreach. Essentially, you want to attract eyeballs, your content and reach out to people who showcase interest. Based on the level of engagement, what you want to lose, you want to pick one main content channel. In this case, the main driver for growth has been LinkedIn publications. We also now started doing some YouTube videos and writing some blog articles. But the idea is that as you pose and you publish on LinkedIn, you get a lot of people will either visit your profile, follow your company page or visit your website. And usually this will create audiences. So people will start viewing your profile, they will connect with you, they will follow you or they will engage with your post. Likewise for your website, people will visit your website or subscribe to your editor and you will have some follower for your company page already is that all of this channel creates some audiences and you can then leverage for prospecting. As an example, here you can see my profile and you can see how many people have viewed my profile for what I want to showcase. First is how you can leverage this engagement that happens on your publication. So here for example, you can see I'm posting usually every working day. What you'll see, what you'll notice is that they usually have a good amount of flags and comments That happens is because of the nature of LinkedIn, you actually have enough information to know that these people are a good fit for your offer. Let's go and look at my likes, our main targets, our sales leaders and chief executives. You've got some people who are Co founder of companies. See you for companies founder and all of these people are actually great targets for us. The fact that they do like my post show me that they're familiar with me, so I actually have more chance of getting a reply if I end up reaching out to the Another thing I could do is looking at who's visiting my profile. Usually what happened is that when someone is visiting your profile, it usually means that you're looking to get more information on you. So in this case, you can see that in the last 90 days, I've got 11,000 people within my profile and based on this decide who I want to reach out to. So as you saw the engagement. Create some audience and this audiences cannot be leveraged for prospecting. In our case, we mainly focus on linking outreach or e-mail outreach. I will show you two of my favorite ways to reengage these people. So the first of my favorite method is to reach out via e-mail to all the people who view my profile. I will create a custom audience. I will find their e-mail addresses and I will automate some outreach emails via sales Navigator, Prospero and instantly I mean LinkedIn sales Navigator. And what I can do is I can tick to see who followed my company. Who viewed my profile recently? I'm most interested in who viewed my profile. I will take this. Next thing I want to do is I don't want to reach out to any person. If you look at the results, you'll see that some people not your perfect fits ICP because I'm mainly interested in sales leaders and Cxos. So in this case, what I'll do here is I will sort out the profile. I want to be talking to the chief executive officer. I want to be talking to the chief operating officer. I want to be talking to a founder. I wanna be talking to a co-founder. This is already a big list. Will only choose to be talking to people who are in Europe because I am in Europe myself and I want them to be companies at least 11 people and at the most 200 people. So here I have a list of 267 results and the next thing I will do is I will export it with this extension called Prosper so you have to click here and I will export this list of lists. What happens is they will then get the e-mail addresses of each person that was on this list and so we'll be able to. Import the file into instantly. That will automate my outreach. You can see that Prospero found 195 emails, so 54% of the emails. And I cannot download my file with all these e-mail addresses. And so I will easily be able to import this list into instantly. So here for example, we can instantly. You can see we've got a pretty simple dashboard where the loser will create a new campaign. And what I can do now is I can add the lead. So I will upload this into recently and now I can create an automated sequence where I can send them some automated. Emails do. In this case, because I know that you're my profile, one thing I could do is I can create a message based on the fact that they were my profile. So I'm going to say something. OK? I noticed you were on my profile recently. I wanted to reach out to see whether I could help you. Typically when people visits my profile, they're interested in setting up a better sale stack. Is it the case for you? The next thing you can do is that you can automate outreach to people. Visited your website here you can see that one of these audience I created where website visitors and one of my favorite play is to find their contact information connect with them on LinkedIn and then send them a message later on as they've been exposed to my content even more there is a website that's called orbital B that identifies who visits your websites and lets you know who they are so here you can see for example that we have this guy called Pablo was on my ebook page he can see Claudio my AI sales tools page and if you scroll up you can see a lot of. Phase and in each case I know on which page they were on and I have some more information on them. For example, there are them some details about their company. So usually what I do with that is that I will create some completely automated campaign based on the page they visited and based on the fact that they visited any of my page. So what it looks like is once Arabic to be identified some of my website visitors, I get the data sent directly inside this tool called Clay. So here you can see I've got the profile of all the people. I just did my website. I've got a full name, first name, last name or be to be even identified or e-mail addresses. And then I can start my enrichment. Usually what I'll do is that I will just make a quick check to make sure they are part of my ICP. So in this case, what I did is that we typically I created a formula just to see if within their job title there was one of these keywords. And the next thing I'm doing is I want to know which type of businesses they run so that I can use that as a personalization point later on in my outreach. So in this case, here you can see I created a quick. Rooms that ask charge PT to visit each website and tell me whether it's a SAS and agency or ecommerce or any type of other business. The whole idea is that once I know which type of business model the company runs and which is the person from the company that visited my website, I can now reach out to them. And so you can see a bunch of enrichments. We find some e-mail addresses, you can even create some added personalization. But the whole idea is that from Herbie to be that visit my website. I send that to clip and then I add this to a lame list campaign and what claim list? Let me do is that it lets me automate my outreach on LinkedIn. The first thing I'm doing is once someone was on my website automatically enrich through clay and then there are added to this sequence where I will automatically visit their profile on LinkedIn. One day later, I will send them a connection request which will be a blank connection request. And then usually what I want to do is because I'm not connected with them. I know they will be able to see my content and the idea is that if they're already interested and you are not connected, they might want to reach out to me but. If they don't, I will reengage them 30 days later my asking them an open-ended question. For example, I'm saying hey first name thanks for connecting here. I was using Herbie to be to identify my website visitors and apparently you were only here around Montego. Curious if you found what you were looking for. In the meantime, don't hesitate if I can help. So what's very interesting is because people were already familiar with my content. I get a very high acceptance rate and now because they have been exposed to my content before I reach out to them and most of the people will reply. So as you guessed by now combining content and. Auburn is our best performing lead generation strategy in 2024. But learning how to make great content and sending some efficient cold emails is very time consuming and so that's why I created a free 22 page guide on how you can replicate or strategy. I'll see you in the next one to chow. Bye bye.