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? Start a podcast, interview your ideal clientsand let them choose the topic of the interview, because if your ideal clientscare about the topic, there's a good chance the rest of your audience willcare about it too. Learn more at sweet fish Mediacom. You're listening tothe B tob growth show, podcast dedicated to helping be to be executives achieveexplosive growth. What you're looking for techniques and strategies or tools and resources?You've come to the right place. I'm Jonathan Green and I'm James Carberry.Let's get into the show. Welcome back to the BB growth show. Weare here today with Gaim Kaban. He is the VP of growth at drift. I am going to be referring to him as gee for the rest ofthis interview. So Gee, how are you doing today? Man, Hey, James, I'm doing great. Thank you very much for having me here. I have been looking forward to this interview for a while now. Daveyour heart. One of your colleagues at drift connected us on Linkedin and mentionedthat that you were doing some magic over there. As the VP 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 product. I love what you guys are doing, but I wouldlove, Gee, for you to explain to our listeners, for the fewfolks that aren't familiar with drift, you know what is drift and what areyou in your team up to over there? It's easy. Drift is a prepsationalpath form. So we help companies have conversations with that perspective, customers, that future pressions. That leads and you can think of us right nowas a past film that helps you have life chests and an emails to peoplewho hit your sights, and it will be much more in the future.The big deference between us and all the other is we really sit on yourpublic Syzel on marketing sites and we're not...

...start to provide supports. That's nota focus. All focus is to empower the cells people to have more qualifyingconversations, more valuable connotations and drivesment. That's what we love it. Ilove it. So, Gee, we're going to be talking about intent drivenautomation and so you. You actually have done a lot of speaking on thistopic this last year. I think you did like seventeen talks or something crazylike that too, and as we were talking offline, you said that theway you break up your talk, it's kind of in two different parts.One you talk about some some very unique ways to find buying intent, whichwas extremely fascinating to me as you were explaining it to me offline, butthen you also talk about some the the automation that goes along with that.So once you've see source kind of that buying intent, you figured out howto find the buying intent of potential customers. Now you figured out a way tohow do you automate that so that your sales reps have that information rightin front of them on a regular basis? So explain to our listeners at ahigh level this idea of intent drive an automation, and then we canget into each one of those subsections. Yeah, exactly. Yeah, I'lltell you what. How I how I got to this. So, potcontext for the listeners, I've been doing me to be marketing for the pastfifteen years and it's been a record to drown. I started as an applein two thousand and four. So it's really being quite to join it.And after this apple I wasn't like small and medium businesses and I like justmost marketers, I did stray and pray strategies. I just cast a superwiden net to try and and bring whomever could buy my software on my productsand because I just I don't know, and most markets don't know who's that'sgoing to be. And targeting strategy is, when you're small INMITTANS, don't workvery well. The only solution to...

...make a profit is to bring thecostest acquisition down right. The pro when you do that the real any quartsand don't talk play. It works. But the pro when you do thatis that you're giving a pretty bad experience to revery large number of people inorder for some of them to self sut that could raise the hand at theyes, this product is what I need. Right, maybe one percent, twopercent, and that's the fift through rates you have on your ads,on your cold the emails, on whatever other strategy you have. Right,that means that you're annoying. Ninety eight percent of people count there and that'snot a great experience. You know. I mean a grease. You can, no one can tell you that's not that. That's not great, right, and and so fat. That and only and the Flitchi of thing isin Bechbe be to be marketing or a thin or average country act is famlyhigh. No, usually I sell software that's in the few thousand dollars ofa CV per months, sometimes a bit Laura like right now, something ofthe higher like before. So that gives me a lot of leverage if Ihave certainty that I'm hitting the right audience, right target at the right time,that they're going to close right. I can't increase, let's say,my cack a lot and as I was wondering, how can I make useof that that money in the best ways possible? And so I started buyingdata. The first thing I wanted to do is I referred to sell people. You know what, my wife is a great saleswoman. She sells reallywhat. Has High conversion rates than anyone else and her company and I wentinto some of the eating and she has this uncanny ability to relate with anyonethat she started to she sells face too base and it's really uncanny and Istart what is she doing? She's actually gathering data information on the person sothat she can really can creep trust and then personalize catch the price of theproduct that she's selling to the person that she's something to. And I thoughtabout what we do in marketing. On...

...our websites. We do the exactopposite of what the best people, test people do right. We personalize.Nothing is the same price, the same message, the same product fish inthe same way. And I thought, okay, I got it. IsTwo things. One, I've got a captured data on the people who arecoming to me and Tube I got the change the experience, make it morerelevance, and I started doing that a few years ago by capturing the IPdata when they hits my website. To Use cribits for Bost we don't know. It's a great third party data provider and they sell email to person,profile, business, popis and Ip address to company data. So when someonehits your website with an IP I don't have an idea address for the biton known, the Hitde to website and you know which company they work for. Write amount. Thirty two, forty percent of the cases that's the coverageand so now you know which companies are coming to you. And what Idid is I built the leads coin models with another companies called man to doand maybe Toud you, to predict the value as each of those visitors comingto me, based on past conversions, the based on who paid in thepast. I was able to build a model that predict who's going to payin the future, who's likely to bring the future right, and now thatI know which companies up into my side, I can get a value for thosestill animous visitors and that was great. And so we chase the website.We did funny things that would we do a like top up the lifechats actually the gift, the drift I shot before. I work at drifts, based on that score, because I can predict that that conversation is goingto be valuable, that my self, drip, when paying a lot,is not going to lose that time, and that's great. However, therewas something that was annoying. That something it's really on my shoulder, whichwill well, this is just waiting for...

...people to come to my site.I'm not doing a better job of going getting out there right Shu'm converting morethen converting more of the one percent of people who come to my site.That's extremely passive, and so I started wondering how can I capture the buyingintent right before this expressed in coming to my website and I looked and Ifound some of those intense sources and I'm focusing a lot of time on buyingthat. I'm going to do a few examples. Yeah, yeah, thisis it. My time. I Buy, I sell, be to be software. That's what I do for a trade. And maybe you know there'sa site called get Crawley and should be out is a side that does beto be software issues. It's pretty part off and you probably being there asa visitor. Maybe you have one of your products list. What you mightnot know is that if you have one of your products listed and you havea premium profile, you actually buy it for an extra the IP data ofvisitors to your page, your category and even your pret tickets page. Thatto me whenever you whenever you mention that offline. Gee. I want listenersto make sure that they that they catch that. So you can, ifyou have a premium profile on gtw crowd you can, you can pay anadditional fee to get access to it. Not just the people checking out yourprofile but people that are checking out the category as well as your coret editors, and you can access that Ip data correct not not necessarily their emails,but their IP information, not the email. So you don't know who that personis. If you know that this company has used specific page which areinterested in, that you're monitoring and I even know I can then condense thatand for the moment what I do is that I put that on sales forcefor myself up to follow, but I...

...condense all the page to use fromthe same company in Wonderful Trinity and as to one hour after they ask pageto you, I think them on snack and say this it's been an authmaticallyand the box says this company viewed three, four, five geocrapt pages. Hereare the pages and they can see me drift asturs my competitor, becausesee the company, the category page, they see the number of people andif that's not by intense I don't know what that is. And then andthen at that point, so right now you are kind of putting the showyour you've automated it so that that opportunity gets delivered to a sales rep andthen it's on the sales rep to a craft messaging that is less creepy thanhey, we saw you bouncing around g two crowd. What what is thatmessaging tend to look like? Sure so you usually it's something different. Itsays hey, you know, we thought that drift can be can help hugeand right. More leads all like hey, are you still using forms on youron your website? And we never referred to the binding intense. Right, that would not be spondeity creepy. But I think what's important is oneof the things that people, I say, don't understand is we all use thesegoing models. These going models tell you the fit. It's this company. Does it have the means to play this have the technology? Is it'slikely to paint? Did Not tell you one. And if I think like, let's say, fevery large companies, I want to sell to you ona cell to maybe Nike. Right, Nike has all the action to bebuy drift. You know the technology, the size of the sales reps.should there everything which, without knowing you know when and which the postit andwhat's the problem that they're time to solve and methods going to break instead accounts. Ever, right, I can't just...

...extend a bunch of cold emails topeople that night to say hey, do you want to all Youstus and anddrifts? I can't send that every month in the holds. That one monthis going to work counts for the second month and they going to kill me. So the buying intense tells you when. I think that's the that's the reallycritical piece. That makes perfect sense and I've always it's a question I'veasked so many people. Gee, this idea of like, when you're doingout bound, how do you do it in a way that is relevant andhelpful, it actually adds value and doesn't and doesn't just reek of you knowthis this automation and that you just stuck me in a list and and I'mgetting blasted. Yeah, and this this response, this approach, particularly withwith GTW crowd looking at Ip data of the companies that have looked at youknow, other other con you know, competitors in your category looked at yourprofile. You're also using Bombora as well as that correct? Yes, yeah, that's cry so that's, you know, the example, and there's like dozensof such examples. Another one that I like. That and you knowit's corectly Bomboa is a company me that places tracking pixels on business articles andgot about threezero publishers covered. And what happens is that when someone hits themsuch an article, of course the IP is captured. They do the samestrategy of going from the Ip to the company data, which what they doextra is that they have a Bot that goes through that article, crows thatsite and that extract the topics as with natural language processing, shuts the topicsof that page and then in a database they're going to attaching US say,okay, this company had someone read about that topic and just combined that,you know, and they removed the natural fact that everyone's in a companies readingabout some stuff all the time. So the normalize that, remove the noiseand they see when does a spike?...

When does the surge of Spike?They see what this company is now maybe ten people, Fifteen people are readingabout in my face life chat. They just share the lake on set andnow I'm discovering intense to whether they're reading even more than that. I've actuallythe past sense to Bombola the past conversions to all the companies that paid formy product for the past twelve months and they have told me what they haveread three hundred and six, nine twelve unts before converting, and so Ican build the past of topics that bring companies to me and I can thenexpense and let's look at all the other companies that are all also reading aboutthose same topics but haven't come to me and reach out to them because Iknow them in the right cycle. And you got a lot of others.That's very quickly. I Buy Datas from particularly you know who's hiring who.I can look when a company is having a VP of the mansion. That'sgreat intant for me. I know when they open and when they close.The job worth. I can buy data or when companies are launching a mobileAPP or one they're about to refresh. In Your Mobile Apple Octopia, Ican buy data from data Nie. That tells me when they're changing that technologystack on the website and how much the paying for it. So there's alot of intent sources that are weighed before and that enable me to compute anetant score, and I think what's important is that tells me, combined withthe lead score, how much I can invest trying to close that company.But because I know how much the going to close for based on lead school, based on what's my average constant value, based on the intent. I knowhow high the intant is. Prepared to have hurry it. It shouldbe what it is for people who have paid and that just tell me,hey, maybe have a ten, potention, fifteen, twenty percent chance of closingthem. If my ATV is, say, like Onezero dollars, well, and I want so that brings me that two hundred, two hundred andfifty dollars worth value for that lead and...

I would invest me fifty percent ofthe canal to invest anywhere between fifty and and and seventy five R and I'llkeep a safety percent margin. So that's how I think of it. Now, now that I know that's one specific company, I can invest fifty.The question is, what can I do with that, because that's a lotof money. Once I know the company. And so they just one is justto create an opportuniting in suspose and let the sales of go after it, and that's going to cost you fifty lights because of a human cost.There's there's also other ways and right now I'm trying to help the sells peopleby empowering them, getting more data. Eventually we will ought to make partof that. Right now, if you look at at how self, peopletake that data, they look at the different signal on a company and thenthey craft an email. That's basically what they do all the place of call, right. That's that's what they do, and it's try to make that call, that email lebums, so they are to mention. Firstly. willdo that. It will take the data, the inten data, and it's goingto look at who can we reach within that company? Who are thosepeople? Based on who those individuals are, it will craft the best a possibleemail, and that's fairly easy. We there's like tools like crystal,crystal knows that helps you craft a specific email for specific person based on thepsychology profile. That's tools like Nova that tell you how to write the rightinstro based on what they're publishing on Instagram, on twitter. If you can combinethose sources and craft to one email, if you know who you want toreach and you're going to get, you know, the best cases.When I want to I automate that. I gets around fifteen percent response toit, which is pretty high already. You know that's just one out ofseven. And so there's other strategy. Strategy can do like displings from aditude. It's sick companies sending gifts, all sending henrwritten letters, all automatically basedon how much you want to invest and...

...based on based on that, youcan then have a slow which goes maybe starts with an email and then goesto a gift if there's no response, all the other way around, ifyou know that the predicted value is very high and you want to hit themhod initially. Gee, this has been fantastic. You have you've open eyesto some just different, completely different ways of thinking about how do we findbuyers when they are looking for a solution like ours, instead of just havingto wait for them to find our website, for the sliver of people that findus, how do we go out and find them? This has beenincredibly beneficial. If there's somebody wolfish, yeah, huge selfish. You Alit because I'm a buyer. I receive all those hollyble emails all the time, right, and so if I can create a new way for people tosell and people to buy that focus on the right people of the right timewith the right message. My experience in my life as a be to bemarketer who bio technology will be better. Yeah, that way. I amso grateful that you have shared such a tangible and practical way to do this. Like I said, I've I've asked so many people how do you getover the spray and pray kind of mentality, and I think this, this isabsolutely an effective way to do it. By finding, finding buying intent usingBumbora, using GTWO crowd. You mentioned several more. If there's somebodylistening up to this GE that wants to stay connected with you, what's thebest way for them to go about doing that? I've probably think didn't typelinking dycom game, Cabanasy Ada and each all the outside gravel, outside apple, the echo is an ast name and I took in finding gee. Thisis again, this has been incredible. I really appreciate your time today,so thank you so much for joining us,...

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