10,000 leads in 10 minutes
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10,000 leads in 10 minutes

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Andrew Fogg from http://import.io shares a new approach to lead generation that delivers lots of high quality leads using data from the web.

Andrew Fogg from http://import.io shares a new approach to lead generation that delivers lots of high quality leads using data from the web.

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  • David, I used import.io to create an API for the internal oDesk messaging system. It is important that I emphasise the need to be respectful when using message systems in such a way. It worked for me as 'mail merge' mechanism rather than a spamming tool. There is a real job that I am advertising and paying for on oDesk and I am looking to hire real candidates for it.
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  • Well done and very creative. My question is did you use an internal odesk api to send the messages or didi you create another tool? If so I'm interested in the details. It's clear how import.io helps with extracting structured data, not so much how it can be used to send out the messages if at all.
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10,000 leads in 10 minutes 10,000 leads in 10 minutes Presentation Transcript

  • Andrew Fogg 10,000 leads in 10 minutes Friday 1 August 2014 presented by
  • let’s start with the basics
  • what’s a lead? (we call them dog-leads in the UK)
  • “a person or entity that has the interest and authority to purchase your product or service”
  • the info on a business card is the perfect example of what is required
  • named individual, associated company, contact details
  • leads represent the first stage of the sales process
  • but where do leads come from?
  • where do leads come from?
  • you can buy databases of telephone numbers, email addresses, mail addresses @
  • you can attend trade shows and collect business cards
  • or you can stalk people on social media in
  • two things are important where leads are concerned: quantity and quality
  • databases provide huge quantity but famously bad quality
  • trade shows and social media give great quality but cost time and money, which limits quantity in
  • i would like to share a new approach that delivers both quantity and quality
  • it is based on web data
  • which is what i do
  • and it is inspired by our users
  • i am basically telling you one of the best ways that people have been using our product shhh!
  • it is a simple recipe
  • first – where your people at? find a website where your users can be found
  • build an API to that website using import.io extract as much data about each lead as you can
  • pull the data down into a spreadsheet
  • this will give you thousands of leads and will take you mere minutes
  • use the data to create conversational, extremely-personalised message templates Hi [first_name], I was browsing [website_name] and I came across your profile. I noticed that you mentioned [profile_keyword] and I thought you would be interested to learn about what we do…
  • make it freaking personal Hi [first_name], I was browsing [website_name] and I came across your profile. I noticed that you mentioned [profile_keyword] and I thought you would be interested to learn about what we do…
  • start sending out messages be creative about the channels that you use @
  • automate the messaging but don’t go too quickly you need to get the cadence right
  • so as to avoid being spammy
  • and because you are starting a conversation and you need to be able to respond and engage
  • so how do we do this (eat-your-own-dog-food-time)
  • with import.io you can turn any website into data
  • without writing any code
  • without writing any code
  • this makes web data available to everyone
  • it is also super-awesome for developers
  • who used to have to write custom code to get web data
  • developers are an important market segment for us
  • there are lots of developers on oDesk
  • 13,000 of them list “scraping” as one of the services they provide
  • they have the exact problem that we solve
  • we used import.io to create an API to the list of sraping users
  • and pulled them all down to a spreadsheet
  • created a personalised message template that included a link to import.io Hi [first_name], I was browsing [website_name] and I came across your profile. I noticed that you mentioned [profile_keyword] and I thought you would be interested to learn about what we do…
  • created link with: Google URL Builder (analytics) and Google URL Shortener (non-spammy)
  • built another API to the oDesk messaging system
  • it logs in to oDesk
  • navigates to the individual user’s profile
  • and messages them with an invitation to apply for a job (it is a real job that requires use of import.io)
  • if the user follows the link we can follow them through to account creation in our analytics
  • 10,000 quality leads
  • props to Matt Ellsworth who pioneered a lot of these techniques at The Storefront
  • Matt has a Udemy course that you can follow to learn more