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10,000 Leads in 10 Minutes - Andrew Fogg - CDO, Import.io
 

10,000 Leads in 10 Minutes - Andrew Fogg - CDO, Import.io

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10,000 Leads in 10 Minutes - Andrew Fogg - CDO, Import.io

10,000 Leads in 10 Minutes - Andrew Fogg - CDO, Import.io

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10,000 Leads in 10 Minutes - Andrew Fogg - CDO, Import.io 10,000 Leads in 10 Minutes - Andrew Fogg - CDO, Import.io 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