608: Unique Ways to Discover Buying Intent w/ Guillaume Cabane

ABOUT THIS EPISODE

In this episode we talk to Guillaume Cabane, VP Growth at Drift.

LinkedIn: https://www.linkedin.com/in/cabane/

Looking for a guaranteed way to createcontent that resonates with your audience, Stun uponcast interview yourideal client and let them choose the topic of the interview, because, ifyour ideal clients care about the topic, there's a good chance, the rest of youraudience will care about it to learn more at sweetfish media dcom, you're listening to the BTB Grove, showpodcast dedicated to helping B to b executives, acheet plosand Grog whenyou're looking for Techniqusan strategies or tools and resources.You've come to the right place, I'm Jonathan Green and I'm James Carbury.Let's get into the show, welcome back to the beauteby growthshow we 're here today with Gim Kaban. He is the VP of gross at drift. I amgoing to be referring to him as g for the rest of this interview, so gee. Howare you doing today? Maan, he n, I'm doing great. Thank you very much ohaving me him. I have been looking forward to this interview for a whilenow Dave your heart, one of your colleagues adrift, connected us onLingdin and mentioned that that you were doing some magic over there as theheepy of growth, and you guys have just been all over the place. It seems likeyou've been popping up in every every one of my social feeds. I've startedusing the inoduct. I love what you guys are doing, but I would love Ge for youto explain to our listeners for the few folks that aren't familiar with draft.You know what is drift and what are union teamuke Yo over there? I dift isa cevosactional bathroom, so we help companies have pesedations with that.PRESPECTIVE pessonal tefuture a the lead, and you can think of us right nowas acas on the subtute Hav lifechat and ten eow to people who had jusights, andit will be much more in the future. The big difference OUP between us and allthe others. We really sit on your...

...public facy marketing sites and we'renot care to provide seports PA notobobe Ol focus is to empower te velve peopleto have more qualifying condations, more valuable, conmitations and IV.That's whatlove it. I love it. So Gee we're going to be talking about intent, driven automation, and so you,you actually have done a lot of speaking on this topic this last year.I think Hou did like seventeen talks or something crazy like that, and as we were talking offline, yousaid the way you break up your talk. It's kind of been two different parts.One you talk about some. You know some very unique ways to find buying andtent,which was extremely fascinating to me, as you were explaining it to me offline.But then you also talk about so the automation that goes along with that.So once you have SESORC kind of that buying intent, you figured out how tofind the buying intent of of potential customers. Now you figure Thaut a wayto how do you automate that, so that your sallsreps have that informationright in front of them on a regular basiiis? So explaind to our listenersat a high level, this idea of intent, driven automation and then we can getinto each one of those e subsections, yeah, exactly yeah I'll Kno, you wa howow like how I odois it's Bo context. o I've been doing btv M arketing for thepast fifteen years and it's be at apple in two thousand fourl, so it'seay bn art to join it and after I left Apple, I wasn't like smallimedianbusinesses and I I like just most morketers. I did stray and praystrategies. I just cast a stoop of white net to try and and bring whoevercould buy myself D, my Podet and because I just I don't know and mostotes don't know, who's that's going to be and and troggeday strategies whenyou're smallinbt don't work very well.

The only solution to make a profit isto bring the CAUSIC acquisitioy down and Ponwhen. You do that Ato Eigt Works and don't dop, it works,but the Poen Yo do that. Is that Ou giving a pretty bad experience too? ButI mean a large number of people in order for some of them to South SaliRais the hear. Yes, that's probably what I mean right, maybe one percentytwo percent and then g do rage. You have on your had on your cold email onwhatever other strategy. You have right. That means that you're annoying ninetyeight percent of people out there and that's not a great experience. No, Imean CSE. No one can tell yo that lat that that's not great, I and and so tatthat n only and the fi other thin ti impech Eto be marketing or or o averagecontra. I is varly high. No, usually I sell software. That's in the fewthousand dollars of ATV pe month. Sometimes F ior like right nowsomething I higor light before after that gives me a lot of laguage. If Ihade curgency that I'm hitting the wight Arde wite target at the righttime that they're going to close, I cen, decrease I'd, say my my cack a lot anda I was wondering. How can I make news of that that money in the best wayspossible if I started buying data? The first thing I wanted to do is I refundtwo South People Y, my wife is a great sellswoman. She stells really one ofhis high congession rats, an anyone else in her company and I went a D dosomeon for Medain and she has thi UNCANNI logy to relate with anyone thatshe signd she's El Pace to base, and it's really uncanny and I thought YeThi. She doing she ahave Einformation on the person, so she cul reallycincrete trust and then personalize Apitch, the Pofessiono, the probuctthat she's telling trote person that...

...she's tating to- and I thought aboutwhat do we do in marketing on our website s? We do the exact opposite ofwhat the Best People Taf people do like we persionalize. Nothing is the sameflice the same message, the same product iinn the same way and I thoughtokay, gotto do do things one. I got a capture data, the people who are comingto me an cu. I go te changed, exens Makit, t more relevant and I starteddoing that a few years ago by capturing the IP D when they hit my webside touse crimats M te. Most we don't know it's a great tird party Daytapavido andthey sell a emale to Psomprofie, bise, Bookan and Ip address to company DAA o.When someone had joysihe with an IP, I don't have ID dress, O no, thehiptoubsite and you know which company they wore for I in at for the Danof,the cases Um at the vivelage, and so now you know which companis are comingto do and what I did is I built to tets con marbles with another COBP GoenmadCouldo, and maybe you do h to predict the value of each of those o to me,based UN pastreversions, O based on Couad in the Tas. I was able to build amodel that predic who, as going to payin Te roturary likely to be theJGEJOP and now that I know which Pupan cocomens might find. I can get ma valueof those still anonymous visitors, igh and that was great and so, which chasthe website. We did h funny things that would predu like top up the life chap.Actually, the J te e I a before I wor ged drobs, based on that score, becauseI can prebig that that conversation is going to be valuable, that Mi sols rub.Wimping alot is not going to Lo bat and that's great. However, there wassomething that was Annoyi, that sin is really on. My shoulder wit well well.This is just waiting for people because...

O my fet, I'm not doing a better jobgoing getting out there ishot converting more, but I'm convertingmore. They want peceof people who go to my site, that's extremely inhasstive,and so I started wondering how can I capturbe buy intent? I before hiexpressed incomecton my website and I loved, and I found some of Bol andincensolted and imfoxin a lifetime on. I find thatm. This isn't my time. I I I di, I still be to be talked Bo. That's whatI do fostrate and maybe you know, there's a site calledUm, giticrall, Yep and Sh Gron is aside that theres Um, we cun be softwareMEJUS, it's pretty popular and you've probably been there as a visitorin you have on your Podet Tito. What you might not know is that if you haveon o you parete and you have a previum profile, you actually buy it for anextra the Ibdata of visit o your page, your category and then you'l putpickets on a page that to me whenever you, whenever you mention that offlineGee, I want listeners to make sure that th Y, that they catch that. So you can.If you have a premium profile on g CO crowd you can you can pay an additionalfee to get access to at not just the people checking out your profile, butpeople that are checking out the category as well as Yorcat Editors, andyou can access thattip data correct, not not necessarily their emailal buttheir IP information, not that email. So you don't know who that person. Itis B that this company has a specific page which o Interestin inthat you're monitoring, and I even know I I can uncondane that and Orthe Moet.What I do is that I t then o Jer fols...

...for myself hat you follow, but I thenill be pagees from the same company in anpotry and after one hour after the asPA, so I ting them on a and say this is beer apatmatically and the bod saysthis company viewed three four five h Gde Gra pajus she on the page and theycan see me drift vias, my computer, to because Sethe COMP, the gategory pagethey ceet anont of people and, if that's not by anepend, I don'tknow where that is and then and then at that point. Soright now you are kind of putting the S so you're, you've automated it so thatthat opportunity gets delivered to a salls rep and then it's on the salesrep to craft messaging. That is less creepy than hey. We saw you bouncingaround y too crowd. What what is that messaging tend to look like it sure. So,usually it's something different. It says: Hey Um, you know we thought thatdriftin be, can help huge and Mike Molle al like hey. Are you still usingform on your on website and we we never refer to be buying inheds, I that wouldnot be Lonin Tegreebi, but I think what's importance. One of the things people I staly don't understand. Is We all useT teasegoing models east? My mote'll tell you theti. If this company does 'thave the means to pay the HAL, the technology bcause, Itt, likelyto Pai,do not tell you won and if I think like I'd say, if I e large Companie, I wantto sell you um I wan to sell to maybe Nin like Nike, had all the AtribageTobi Driftou Ow, the technology, the size and the sales rep sure they've gotevrything, but without knowing now when and which departere at the problem attheir figt o solve an mefor Goa to break insted of couch everigt. I can'tjust extend a bunch of cold emals to...

...people at Ni. Yo say: Hey. Do you wantUshall Li in Indos? I can send that every month and the hope that onemonthis Goinna work out TI second, an they're going to Cill me. So thebyintence tells you when I think that's the that's ar critical piece. Thatmakes perfect sense and I've. Always it's a question of ask so many people gthis idea of like when you're doing outbound. How do you do it in a waythat is relevant and helpful and actually adds value and doesn't anddoesn't just break of you know this this automation and that you just stuckme in a list and Y T an I'm getting blasted Ye and this this response, thisapproach, particularly with with Jichou crowd looking at Ip data of thecompanies that have looked at you, know other other com. You know competitorsin your category lookd at your profile, you're also using Bombora as well. Isthat correct, yes, yeah? That's w feel that's another example and there' likedhozens of Sush example, the other one that's Ete like lock, and you know,etectly Bombola, Eis, a compan me that places tracking exol business articlesand they got about Te. faving publishers covered theyare. Happy thatwhen someone hits them such an article, of course, the I ps captured they dothe same strategy of going from Ip to Abdaca, with what they do extra is thatthey have a bat than goes to than Article craw outside and that extr thetopics at ot natural language, prositing Trac the topics of that pageand they they a database, they're Gino, attack, an say, okay, this country hadsomeone read about that topic. They just combide that you know and theyremoved the natural bagthat everyone in the companyis reading about some stuffall the time, so the normal ries, there wemoved Annoi, and they see whenthere's a stike mm. When does this...

Tiras y? They say what their company isnow. Maybe ten people, Fifteen people ar reading about INMI LIFE A to justshare the LAK onsact and now discover inpends to wheather reading, even morethan that. I've actally the PAS since true Bonbola te past convotions to allthe companies I'v paid for my Gonit for the past twelve months, and they have to e when they have readthree: Six: Nine twelve minuths before prevoding mm ans. I can build the pastof pobics but realy companies to read, and I can then expand and let to it allthe other companies that are also reading about those same topics buthaving come to me and we chanted them T. I know themthe wine cycled and you gota Lollof Otetik very quickly. Id Buy Dagater on petically. You know whoishiring, who I can let it when accompany is Hav o BPF demangin, that's a greatincentry. I know when they open and when they close the job. REK ICAN buydata o one company's a long temobile at orn they're about Tou refresh an you.Owil have ATOJA. I can by Dataon Day tonight that teld me when that changeinother techology stack on the website and how much they pain, forit. Sothere's a lot inten sources that are Wai before and that enable me to compute an Eten Co and Ithin what Imortan ithat tells me combaned with the letcal. How much Ican invest a trying to close that company ight, because I know Hiwmegoingto Pos for pace on leadcon Bason, what man Aguate Constraat value baseonly intage. I know how high the intert is Ebot to have H I it should be what tis for people who have paid mhm- and I just tell hey- maybe have tenpercention fifteen fori percents Sare cloting them it. My atd say like onethousand dollars well and I wan't so that brings me it two hundred wo ehundred and fifty dollars worth value...

Bor that lead at wone t invested me.Fixty percent of Thatt, now investinway between Ou know fifty dollars and andand thinty five dollars. I and I'll keep a SE ondred. So that's how I thinkof now. Now that I know that's once the company, I can invest fifty dollars.The question is: What can I do with that? You know 'cause, that's a lot ofmoney once I know the company and so the eustOneust Tto, ocal, Tein insolsil and let the the Sazru go after it and that'sgoing to cost you fifty dollars. Al Linch because of of human cost. There'sthere's also other ways and right now, I'm trying to help tesous people byempowering them gevting more later. Eventually, we will have to make partof that right now. If you look at a how some people think that they they lookat the different thing old on a company and then they craft, and you know thatbasically what they do al they place to call right, that's what they do andthey tri to make that call that you knowso they artationy firsthey wonl, dothat Ti will take the data, the intan data and it's Goingta work at Ho. Wichwas in that company to othose people based on wogls individuals, Al theywill crap te best, a possible email and that's famly, easy now. Ther like toHike Crystal Crystal knows that helps you craft, a specific maipioson basedon that psychology, pofile tate stool, like Nova, that ta o how to rite theLihe insro BA omewhere they're publishing on instragram on twitter, athey can combine those sources and craft an one email they ye, who youwant to each and even in Gat. You know inbest cases when I, when I made that Iguess W, I'm fifte ENGH percenntary spall street, which is pretty highalready. You know. That's just one out of seven, and so there's otherstretches is Strategi. You can do. Lige displays an ad to iti companies,sending gifts all Um Tein had with the litte all automatically basical. Howmuch you want to invest and based on...

...youknow based on the hands. You canthen have a blo, which goes maybe starts with an email and then goes to agift if there's no response all the other way around. If you know that thepredicted value is very high and you want to HIV them hard initial gee, thishas been fantastic. You you've opened my eyes to some jus different,completely different ways of thinking about how do we find buyers whenthey're looking for a solution like ours, ininstead of just having to waitfor them to find our website for the sliver of people that find us? How dowe go out and find to them? This has been incredibly beneficial. If there'ssomebody in nevish e Oe, Hu defishing Awat because Iam a bio, I beceeve allthose hollible emails all the time I, and so, if I can create a new way forpeople, Sho sell and people to buy that focus on the right people of the righttime with myg message. My experience in my life, Asu, be to be aMarketocobopsychology, will be BETTERYEAH TAT way. I I am so gratefulthat you have shared such a tangible and impractical way to to do this. LikeI said I've, I've asked so many people. How do you get over the spray and prey and a mentality? AndI think this this is absolutely an effective way to do it by findingfinding buying and t using bombora using GTOO crowd. You mentioned several more if there'ssomebody listening ou to this to that wants to stay connected with you.What's the best way for them to to go about doing that, probbl ype, Lindan, datom, tachgames,Dashkeban, C Adane, tolley, Aufa, bravel, Alfanatali, Echo, iathime andUm. I Ta an time. EETHIS is again. This has been incredible. I reallyappreciate your time today. So, thank you. So much for joining US AMT...

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