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