How to Find Companies That Are Actively Searching for Your Product or Service

ABOUT THIS EPISODE

In this episode, James and Logan share a specific combination of tools that allow you to find companies that are actively searching for your product or service.

Are you trying to establish your brand as a thought leader? Start a PODCAST, invite industry experts to be guests on your show and watch your brand become the prime resource for decision makers in your industry. Learn more at sweet fish Mediacom. You're listening to be tob growth, a daily podcast for B TOB leaders. We've interviewed names you've probably heard before, like Gary vanner truck and Simon Senek, but you've probably never heard from the majority of our guests. That's because the bulk of our interviews aren't with professional speakers and authors. Most of our guests are in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're building the fastest growing BTB companies in the world. My name is James Carberry. I'm the founder of sweet fish media, a podcast agency for BB brands, and I'm also one of the cohosts of this show. When we're not interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our own business. Will share the ups and downs of our journey as we attempt to take over the world. Just getting well maybe let's get into the show. Welcome back to another behind the curtains episode. I am joined today by Logan Lyles. My name is James Carberry. Logan. How are you, man? I am doing awesome today, James. Thanks, man. I am really pomped to chat with you today, man, because we are are going to be talking about buying intent and we're going to if you're not familiar with these behind the curtain episodes, these are weekend episodes that Logan and I do probably been doing the last few months, where it's not an interview based episode like what we normally have during the week. It's you and I talking about how we're learning, how we're growing, how we're making our business as sweet fish better, and when you found the solution that we're going to be talking about today, I was really...

...over the moon. We had been looking for ways to find out like, how can we find people that are actively searching for not just our solution pot you know, not just people that are looking to start podcast, but how can we find people that are looking for our clients solutions, the customers that we have, that we're producing their podcast for them? Because there's this magic thing that happens when you ask someone to be a guest on your podcast, go figure most of the time they say yes and and if you can get them in the right channel with the right message, people are going to engage with you. But the downside, and just to kind of pull the pull the curtain back a little bit more. You know, what I found with B tob growth is we can get pretty much any marketer to say yes to being on our podcast, but whether they're in market for what we sell, which is, you know, our podcast service, is a whole different story. So we can stack up, you know, hundreds and hundreds and hundreds of relationships and and some of those definitely turn into new business or refer relationships. But we've been you and I've been looking for the last couple months, really you more than more than me, to try to figure out, man, what is there a tool? Is there some sort of way that we can figure out who is look, actually looking, who has buying intent for what we do, and if we can reach out to those people and ask them to be a guest on BB growth and they're going to say yes, and then, because we know they're looking for what we do, the sales conversation on the back of that interview is likely going to be pretty advantageous for us, because we know they're looking for it. So can you walk us through and of what were some of the different options that you looked at and where did you eventually land in finding, you know, a piece of technology that now allows us to see buying intent data? Yeah, so, you...

...know, I think it was a couple months ago, James, you and I started talking about, you know, this intent data out there which, if anybody has been searching on that, you know Bombora is one of the names that comes up very frequently if you do any kind of search. But there there are numbers of options out there. But basically the idea is that, you know, it's great to know if someone is actively on your bit. Obviously you want to engage with those people because you know that they're either in research or in buying mode or somewhere in your marketing sales funnel. But what about those people that are searching other places on the web? You know, add words and those sorts of tools are becoming harder to become effective at. But there are data providers that are providing basically event triggers and tracking on content events. I believe is the technical term. Basically, you know people that are downloading and access in content that relates to your product or service, so whether you sell sales training or podcast production or assass tool, crm, or whatever the case may be. So I started doing some hunting to see, you know, where can you, where can you get access to this data? There are some providers, like Bombora, that you can go directly to and purchase the raw data. There are other vendors, like ever string, that have a tool that allows you to kind of search and find your ideal customers and then narrow that by by people that are actively searching. I started looking at a tool that I've been using for free called crunch base. For those of you who aren't aware, crunch base is a great tool, even if you're just using the free platform, because it allows you to narrow down and build lists and build alerts according to company types or, you know, things that ways to search on your ideal customer profile and monitor what's going on, like things like them being mentioned in the news funding alerts. So...

...it's a great tool for something like that. If you're tracking, you know this list of companies and you want to see you when they get another round of investment so that it might be a good time to talk with them. So it has has some features like that and I've been using it and they have some some integrations, and I found out that there was this integration between Bombora and crunch base to where we could do what we normally do. We could build lists of people that fit our profile. So, for instance, you know in our world we work a lot with SASS companies, tech companies that are doing enterprise software, and so I put some industry types in there, put some qualifiers in there on employee size and revenue size and then added on this layer of showing me companies that are what they call surging, meaning actively searching and a higher rate than what's typically seen from Ip addresses within that company on a given topic. In our case, we can look specifically for podcasting, is a topic that you can see people are searching on. You can search on other things as big as branding and as granular as you know, adobe, product x, Y Z, and so can you see specific people or is it you're just you're seeing Ip address, so you know the company? Yep, Yep. That's a great question and that was the that was the part that had me like thinking, like wait, hold on, this is too good to be true. We're not going to see individuals and and that is the case. You don't see individuals that are that are searching. Like you know you captured a lead on a lead gin form on your site, but you are seeing this company is actively searching. You know that's not the end of the world because you know, if you sell podcast service, it's usually someone in marketing. So we know who to target and reach out to, but we know that there's something going on within that account that that makes it timing wise, better than another time. As you mentioned, we know who to target, we have a great way to start a conversation...

...with them. Now we've got this third aspect of the timing that can make that strategy even much more effective. All right, so, Logan, can you walk our listeners through what have you done since getting the crunch base Bumbora combination of data? What are the steps that you took to actually operationalize that? We're about to start doing it for clients, but I want I want listeners to hear how you're doing it and then maybe share some some of the results that you've seen since doing this a couple weeks ago. Yeah, so, as I mentioned before, starting with, you know, kind of the normal customer profile building. So I started building a search, which what's Nice about this solution is that you can you can build multiple searches. So I started kind of with the baseline, starting with employee revenue size, target industries that that are pretty applicable for us, and then layered on the intent day at data filters, looking for people that were at a certain surge score or higher, basically the way that the Bombora score works, whether you using a tool like crunch base or ever straying or something else that uses that intent data, they kind of set up baseline. So it tells you basically, you know, let's say you sell to marketing agencies and the topic is facebook. Well, there's always going to be some search happening on facebook or a topic like social media, and so there's basically a baseline and so the I forget what the exact number is, but there's a threshold that you can that is considered surging on a topic. So for us, you know, I started with the topic this intent data topic of podcasting. So it's nice for us that there's a there's a topic specifically for our service. Some of them are very granular, some of them are broader based. So I went from the ICP information to build a set of hundreds and hundreds of potential accounts for us.

Then I went to okay, they're surging on this topic and put in put in that topic, and then it lets you put in a surge score so you can decide, you know, do you really want to look at the people that are showing a lot of interest in this topic right now? And then the other layer that you can do is look at the percentage change. So this is really where you can kind of play with it to see how much does it limit and narrow your results and which could be a good thing. You know, obviously it could limit it too much or it could help you narrow your focus. So this part will be, you know, variable from organization to organization. What I saw, you know, I set the Serge score something at like eighty, which I think anything above like fifty or sixty is considered searching. So set it pretty high and then set the the percentage change to something pretty high as well, like twenty percent. So someone that's showing a lot of interest this week over last week. So a spike in interest, not just someone who's consistently showing more better than average interest on this topic. So I will say initially I think I got a little too narrow because I went from, you know, a list of, you know, several hundred down to fifteen pretty quickly and of those fifteen there were some other things that I can tell about them once I did some more research, that they might not be a good fit, even though they were showing some interest. So I would definitely say if you start using this and you start using this bomb or add on, look at those additional filters on top of just the topic and kind of play with those a little bit before you save your search. To start, you know, getting alerts when new companies get added into your search, because that that can definitely vary your your results and the expectations. Can you explain a little bit more Logan on. We're like, where's Bumbora pulling this data? Is this based on Google, Google...

...searches or articles that they're reading? How do we know that people are interested in podcasting? Yeah, so my understanding, and you know, it's been a while since I went through some sales calls on this. saw some demos of some products. So the exact terminology I might be a little off on, but basically the idea is, you know, companies collecting this intent data, like Bumbora, have relationships with companies that that have sites where, you know, content can be downloaded from. So what they're doing is tracking these different content events. You know, someone downloads a white paper, someone puts in their email address to get access to a blog or whatever the case may be, and then they have all of these, you know, different topics, obviously organized by category, that then show, you know, they're tracking that that Ip address back to a company and then aggregating all that data of these content events across these topics and across these companies and kind of normalizing that data to see where the surge is happening. So it's basically not google searches and not, you know, directly like on our website, but third party sites that have content relevant to these topics. Where are those content events taking place? So, you know, for us it's allowing us to see people that are interested enough to download content on podcasting that aren't coming to sweetfish Mediacom and downloading, you know, one of our pieces of content or going to our blog or something like that that you know most people are are sophisticated enough to be tracking that these days. So it allows you to look further out into the Internet, if you will, to see what activity is happening and track that back to key accounts. Awesome. And so any any parting words? This is again I think this is especially if you're listening to this and you have a podcast, because you've already got of this this very unique ability...

...to engage with pretty much anyone that you want to engage with, because you have a content asset that positions you to add value up front by asking somebody to be a guest. When you combine it with now you can ask people to be on your show that you know are looking for your product or service, whether that be, you know, leadership development, or you sell a particular sash tool to finance leaders, you know, whatever the case may be, you can now combine your podcast outreach with this buying intent data and if you if all the people you're talking to on your show have a need for what you're doing, you're going to end up doing a lot of business. Is Is there any anything else that you've learned as you've been operationalizing this inside of our business that you think listeners should know. You know, I can't think of anything, you know, specific on on how I'm using it. As we work with it more, I'm sure we we're going to have some more some more tactical tips. But you know, for us it's just as you're talking about. It's that third piece of the strategy, right, like we've always used tools like linkedin sales navigator. That is some of the best, you know, targeting from a professional standpoint to find your target decision makers. We're big, you know, on moving from fit to relationship, which we do by inviting people to be guests on a podcast. But adding in that third piece of timing really, I think, is, you know, really changes the game and really can, you know, take that strategy and accelerated a lot. So excited to work on this more and, you know, continue to use it in our operation and, you know, use it for our customers. You know, if anybody had listening to this has any, you know, questions on can you find this topic or that topic, feel free to email me. I'm happy to you know, log into our our version of the tool and check and see if that if a topic someone's kind of interested in maybe operationalizing this with is available. That was some of...

...my questions in doing some of the demos with with crunch based. So feel free to email me, logan at sweet fish Mediacom, or any follow up questions on kind of how we're using this or tips or anything if you think it could be effective for you if you have a podcast or other ways that you're looking to, you know, engage with people at the right time. I love that awesome man. Well, thank you so much for jumping on here. This has been another episode of behind the curtain on BB growth. If you want to connect with Logan and I on Linkedin, we are both all over linkedin. Would love to connect with you there. Thank you so much for tuning in and have a fantastic weekend. Thanks a lot. There are lots of ways to build a community and we've chosen to build the bed growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests, no sales pitches, no agenda, just great conversations. Would likeminded people will talk business, we'll talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BEDB growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be tob growth dinnerscom. Thank you so much for listening. Until next time.

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