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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

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