Lifting weights and booking 85% of your meetings through video (Kayla Cytron-Thaler, Domino Data Lab x Barbells & Biz Dev)

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1. 1:28

   risk and get deals moving again, and you can get it for free at the link in the show notes. All right, Kayla, welcome to the show. We start every single episode with your top three actionable takeaways. Let's get your three. The first is video. Make sure that you're using video because it's a scalable way to get above the noise. Make sure that you are changing the title of the video so it doesn't “just say, hey, thrift video. It's actually their name. Look at their profile during the” video, have your head in a bubble, and make sure it's no longer than 60 seconds unless what you're saying is the most engaging thing they've ever heard. Nice. What's number two? Do your research before you do your video. Take the time to look at their LinkedIn, see what they care about. Look on a Google

   In Personalization for recorded messages

2. 1:41

   get above the noise. Make sure that you are changing the title of the video so it doesn't just say, hey, thrift video. It's actually their name. Look at their profile during the video, have your head in a bubble, and make sure it's no longer than 60 seconds unless what you're saying is the most engaging thing they've ever heard. “Do your research before you do your video.” Take the time to look at their LinkedIn, see what they care about. Look on a Google search of talks that they've done, articles they've written, books they've written. Even look at their Instagram and see if they care about ice cream, if you can tie that into your value prop. Very cool. What's number three, Kayla?

   In Personalization for recorded messages

3. 2:39

   commenting on their content, and really become relatable to your prospects. What's inside of a 15-second video? Because I can barely say hello and introduce myself in that time. I would keep it more than 15 seconds, but less than 60. Usually, if they've connected with you on LinkedIn, I'd say, hey, Arman, “thanks so much for connecting. The reason for my video is blank. The reason could be” because you're in sales, and I could say, hey, Arman, the reason for my video is I noticed you're in sales, and I noticed that, and I'm just making this up, that you played on soccer teams. Something that's really important for soccer teams is to work together well, which is exactly what's important for data science teams is

   In Video and voice-note scripting

4. 4:41

   What are you doing there? Are you zooming into their LinkedIn? What happens at the beginning? Make sure that when you're recording, it's on their LinkedIn profile. I would not recommend using a whiteboard. I would not recommend making it a view. What I would say is be looking at their profile. On Drift, and I'm sure Vidyard has an option for this also, your head's in a little “bubble at the bottom of the page. You are showing them that you can only send this video to them.” You also are subconsciously creating familiarity because they know what their LinkedIn profile looks like. That's a feature. I've used this both on Vidyard and Drift. When you're about to record a video, you have three options for how you can record it. It can

   In Personalization for recorded messages

5. 4:41

   What are you doing there? Are you zooming into their LinkedIn? What happens at the beginning? Make sure that when you're recording, it's on their LinkedIn profile. I would not recommend using a whiteboard. I would not recommend making it a view. What I would say is be looking at their profile. On Drift, and I'm sure Vidyard has an option for this also, your head's in a little “bubble at the bottom of the page. You are showing them that you can only send this video to them.” You also are subconsciously creating familiarity because they know what their LinkedIn profile looks like. That's a feature. I've used this both on Vidyard and Drift. When you're about to record a video, you have three options for how you can record it. It can

   In Recorded message delivery

6. 7:37

   I'm looking for a Google search and maybe I find their Instagram and there's something, there's actually a video I sent to someone and I saw his Twitter. I love Twitter, by the way, for looking at people. And I saw his Twitter. I saw he liked to ride motorcycles. I saw he had “some kittens and birds. Obviously, play it to how you think the prospect will react.” But I love non-work-related pieces and being able to creatively tie that in. But also I would say if you see that someone says, hey, I manage a team of 25 data scientists, I'm latching onto that.

   In Persona-based personalization

7. 7:37

   I'm looking for a Google search and maybe I find their Instagram and there's something, there's actually a video I sent to someone and I saw his Twitter. I love Twitter, by the way, for looking at people. And I saw his Twitter. I saw he liked to ride motorcycles. I saw he had “some kittens and birds. Obviously, play it to how you think the prospect will react.” But I love non-work-related pieces and being able to creatively tie that in. But also I would say if you see that someone says, hey, I manage a team of 25 data scientists, I'm latching onto that.

   In Personalization depth levels

8. 7:50

   for looking at people. And I saw his Twitter. I saw he liked to ride motorcycles. I saw he had some kittens and birds. Obviously, play it to how you think the prospect will react. But I love non-work-related pieces and being able to creatively tie that in. But also I would say “if you see that someone says, hey, I manage a team of 25 data scientists, I'm latching onto that.” In general, I'll have the same-ish pitch for the same persona, but I'll tweak it to either some research I've done, a talk they've done, some article on YouTube. You can even open the transcript on a video and you can search for specific words. So you don't have to actually

   In Persona-based personalization

9. 8:26

   transcript on a video and you can search for specific words. So you don't have to actually listen to a whole hour-long talk. You can just skim or you can search, for example, data science and find any time they mentioned data science. So I would say being able to skim and easily do “but also making sure that you set time blocks on your calendar to say, I'm only going” to spend three minutes on this person. If all else fails, I can search for a company. I can search for an annual report. And if all else fails, I'll just send them a video, call their name out, say I assume or generally when I talk to other data science leaders, this is what I hear. If you're struggling

   In Account research timeboxing

10. 16:36

    But also rule of thumb, send blank connection requests. People know that they are going to be pitched if you are sending a message in your original connection request that is not hyper, hyper personalized. And those hyper, hyper personalized messages are not scalable. “So you are doing a lot of research upfront and who knows if they'll ever even accept” your LinkedIn request. So can we talk about the, I want to get, get a sense of what your workflow looks like, it sounds like 85% of your meetings are coming from video. So are you just literally like putting together a massive list and clicking connect, connect, connect, connect, connect. And then the next day it's like video, video, video, video, or like, are you mixing in other

    In Personalization prioritization

11. 19:20

    But I think it's the importance of creating some connection. And I do think there's a lot of value in liking people's content, engaging with people's content, but don't just like once and then go in for the pitch without being personalized. If you like it and you actually are engaged with that content, call it out. “That's money for your video.” So I need to do work there. And that's a piece that I know I need to do, but you're finding content. And so when you see that article that pops up in your feed, great, put that into your notes in Sales Flopter Outreach and reference it later.

    In Personalization for recorded messages

12. 20:07

    I look at cold calling as a way that people are going to say, okay, I remember that I looked at my phone and there's this voice message and I see the transcript, Kayla. Oh, she popped up on my LinkedIn message. Oh, okay. So I have booked a few meetings with the phone, but I think it's about just reminding “people that you exist and then hitting them with something really impactful like a video.” So you talked about using outreach and sales loft notes and you're doing a great job of time blocking your research. I've heard a lot of SDRs and AEs get lost in, they have this massive spreadsheet account of accounts and whenever they're making a cold call, they're control effing it and trying to figure out like, Oh shoot, where's, where's this account in my

    In Video prospecting messages

13. 22:04

    then most likely they will connect with you and they will take a meeting. Kayla, you mentioned cold calls a second ago. Can you kind of give us a sense? Because I haven't heard people start the call with who's responsible for X. We've heard a lot of the permission-based openers and then weeding in context. And so I'm curious, what does your “cold call look like? Can you give me a sense of the framework? Yeah. So usually I'll say, hey,” actually I had a conversation with someone yesterday at T-Mobile and I said, hey, Mark, Kayla here from Domino, wondering who's in charge of data science strategy? And he said, oh, well, that's a really broad question. And then I'll be more specific about what our product does. And so I'm just curious who's in charge of getting models into production and what does

    In Question-led cold call openers