Find your ideal accounts by their pain — Jordan Crawford // Scout

Quotes

• “I am an advisor to a handful of B2B companies and I have helpedcompanies build a list. The thing that people may not really get about good list building is there is so much amazing data online that if you can figure out and communicate about the pain, it is going to better than persona or title-based communication.” -Jordan“One of the things we find out because of the pandemic, a lot of in-person businesses like yoga studios, gyms are trying to transition to online services and it is a hard transition for them. So the question we struggle with is how to find these people.” -Jordan “One of the things that we had to do was figure out who is still advertising out. I don’t want to reach out to the Airbnbs of the world, they’re just trying to keep the lights on. So how do we figure out the people that are still doing the outbound sales and marketing right now.” -Jordan “The first thing that we did is, doing a pre-reach out campaign and actually sending a message from outsourcers saying, ‘Hey my work would like at a company. Are you still hiring?’. So now, I’m askingyou for a signal, are you still growing. I can use that information to customize that outbound.” -Jordan “Furthermore, what we’re doing is we are looking at Facebook and LinkedIn as they will tell you what ads the advertiser is running and you can see them. You can also quantify when the ad was run by the date of the first comment.” -Jordan“So we are looking at each of the ideal targets and enriching that information with a link to each of their most recent ads as well as the date of the first comment. The pain here that we are going to communicate is, we’re going to look at how many likes or comments on that ad and if they don’t have any of that, the question that we are going to ask is how do you know that your ad is reaching the right person.” -Jordan “So the underlying piece of this is you have a researcher and you’re able to go and collect all these customized data and you’re building your own list, and getting creative about what you’re asking that person to look for. There are lots of signals that are sent online.” -Ben “So there are two components. One, the mechanics of finding somebody to go collect this data and two, coming up with a creative strategy for what data you are looking at.” -Ben “Outsourcing is the very greatest tool that everyknowledge worker should know how to use. I am a huge believer in outsourcing and I think there are a couple of days to do this. You can think about outsourcing in two tiers.” -Jordan “I think that the key here that a lot of people maybe have a challenge with is, how do you get a task so specific that it doesn’t require your context to be able to execute over and over again. The way that I will de-risk that is I will do 20 rows myself.” -Jordan“In reaching out, I really provide information about them and then I go into some sort of quick one blurb, here’s a testimonial of the great results that my customers have had, and then in the subsequent emails, I get into the conversion maths. Here’s what you can expect. If you spend this, you get ‘Y’ which is the benefit to them.” -Jordan