Michael S.

Just wanted to share something I’m building with a client that you can implement to kick off Q4 quickly and effectively: executive outreach (LinkedIn 1st connections). Especially if you’re working with mid to large market companies, the executive team likely has a big LinkedIn network, and there’s a huge difference between a message sent by a COO and one from a junior SDR. There are some challenges too:

Here’s how we are running this: 1) Download all LinkedIn connections of the executives. We just need name, surname, company name, and LinkedIn URL as inputs. 2) Create a Clay table and connect it to SFDC. Enrich the LinkedIn profile, get emails, geography, company size, and job title. Segment into tiers if needed. 3) Connect the CRM to Clay. Look up named accounts, clients, and open opportunities. Disqualify these contacts from campaigns. De-duplicate all LinkedIn URLs to ensure people are not contacted more than once. 3) Have executives record a couple of videos and use tools like Vidyard to create 1-to-many personalised videos where the executive starts the video by saying the name of the prospect. 4) Use Heyreach to connect the executives’ LinkedIn accounts safely and send personalised sequences to their 1st-degree LinkedIn connections. Then have one SDR manage all inboxes through Heyreach, set meetings, and cold call while saying they work with executive X.

CRM Cleaning Playbook with Clay

Enjoy!

CRM Data, Duplicates & Job Change Problem Having worked with multiple mid market companies the #1 reason why CRM gets messy and RevOps systems are broken is still job changes. So I wanted to share how I can you can now keep CRM Data Updated After 2-3 years your CRM is full of duplicates. 20-50% of the contacts have changed job. Your CRM data is now trash. You invested multiple 6 figures for a broken system that AEs don’t want to update since it has unusable data and it’s seen as a time waster. Here's how to solve it: 1) Connect your Salesforce/HS reports to Clay. You can connect multiple reports and you can create a schedule to get new contacts every day/week from the CRM to Clay in case new contacts are added by sales or marketing sources. 2) You just need the b2b email. Many talk about b2c emails but there’s low data coverage. Force every form to accept b2b emails only. Align AEs and SDR to only add contacts with a B2B emails. From the B2B email it is very easy to get the LinkedIn profile which is what we need. 3) From there you can get any personal or company data. Make this enrichment column to run every month and double check if the contact is still working at the same company. Everything runs on autopilot. 4) If the contact changed company, lookup the CRM using the old email and mark the contact as ‘left company’. Then check if the new record exists, if not add a new contact under the right account (if it exists). 5) Activation. If you have 300 paying customers, you are probably in touch with at least 1000 people. From 1000, 200 will probably change jobs this year. Activate the AEs when this happens, 200 warm intros is something HUGE for the pipeline if played in the right way. Congrats! You finally solved what 99% of mid market companies can't with 200$/m

What GTM Alpha really is A use case from the practice Real signals come from a deep understanding of your market, combined with reverse-engineering your internal data (inbound, page visits, engagement, etc.) and/or open data. This is what the Clay team calls GTM Alpha: having an information and execution advantage over the competition, so you can focus your GTM investments on the leads or accounts with the highest probability of conversion. Let me give a practical example. A client of mine is a video sales engagement platform. By studying SQLs and wins, we figured out that to close a client, they must already believe in video prospecting or at least in an omnichannel approach. So MQL to SQL conversion is higher. So there would be more revenue generated per rep. That’s the real market insight. Now we have to reverse-engineer it. How can we find whether a company has an omnichannel approach, or even better, is about to execute one (maybe with new tech)? I had the idea of scraping open SDR profiles of target companies (with more than 100 employees) where they explicitly mention video sales, sales prospecting, or an omnichannel approach. A couple of seconds later... BINGO. A flow of very qualified leads, ready to be engaged automatically (marketing) or manually by AEs (if named accounts or/and with an open opp)