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_na...
make it freaking personal
Hi [first_name], I was browsing [website_name] and
I came across your profile. I noticed that you
...
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] an...
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
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.

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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

  1. 1. Andrew Fogg 10,000 leads in 10 minutes Friday 1 August 2014 presented by
  2. 2. let’s start with the basics
  3. 3. what’s a lead? (we call them dog-leads in the UK)
  4. 4. “a person or entity that has the interest and authority to purchase your product or service”
  5. 5. the info on a business card is the perfect example of what is required
  6. 6. named individual, associated company, contact details
  7. 7. leads represent the first stage of the sales process
  8. 8. but where do leads come from?
  9. 9. where do leads come from?
  10. 10. you can buy databases of telephone numbers, email addresses, mail addresses @
  11. 11. you can attend trade shows and collect business cards
  12. 12. or you can stalk people on social media in
  13. 13. two things are important where leads are concerned: quantity and quality
  14. 14. databases provide huge quantity but famously bad quality
  15. 15. trade shows and social media give great quality but cost time and money, which limits quantity in
  16. 16. i would like to share a new approach that delivers both quantity and quality
  17. 17. it is based on web data
  18. 18. which is what i do
  19. 19. and it is inspired by our users
  20. 20. i am basically telling you one of the best ways that people have been using our product shhh!
  21. 21. it is a simple recipe
  22. 22. first – where your people at? find a website where your users can be found
  23. 23. build an API to that website using import.io extract as much data about each lead as you can
  24. 24. pull the data down into a spreadsheet
  25. 25. this will give you thousands of leads and will take you mere minutes
  26. 26. 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…
  27. 27. 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…
  28. 28. start sending out messages be creative about the channels that you use @
  29. 29. automate the messaging but don’t go too quickly you need to get the cadence right
  30. 30. so as to avoid being spammy
  31. 31. and because you are starting a conversation and you need to be able to respond and engage
  32. 32. so how do we do this (eat-your-own-dog-food-time)
  33. 33. with import.io you can turn any website into data
  34. 34. without writing any code
  35. 35. without writing any code
  36. 36. this makes web data available to everyone
  37. 37. it is also super-awesome for developers
  38. 38. who used to have to write custom code to get web data
  39. 39. developers are an important market segment for us
  40. 40. there are lots of developers on oDesk
  41. 41. 13,000 of them list “scraping” as one of the services they provide
  42. 42. they have the exact problem that we solve
  43. 43. we used import.io to create an API to the list of sraping users
  44. 44. and pulled them all down to a spreadsheet
  45. 45. 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…
  46. 46. created link with: Google URL Builder (analytics) and Google URL Shortener (non-spammy)
  47. 47. built another API to the oDesk messaging system
  48. 48. it logs in to oDesk
  49. 49. navigates to the individual user’s profile
  50. 50. and messages them with an invitation to apply for a job (it is a real job that requires use of import.io)
  51. 51. if the user follows the link we can follow them through to account creation in our analytics
  52. 52. 10,000 quality leads
  53. 53. props to Matt Ellsworth who pioneered a lot of these techniques at The Storefront
  54. 54. Matt has a Udemy course that you can follow to learn more
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