Podcast episode
How to Use AI for Prospecting Executives (Kyle Coleman, Copy.ai)
30 Minutes to President's Club26 Nov 202437 min
Description
ACTIONABLE TAKEAWAYS: Identify Strategic Initiatives: Focus on big company bets that are close to revenue, such as IPOs, international expansions, or mergers and acquisitions. Double Personalize Outreach: Combine company-specific observations with industry trends to create messaging that feels hyper-relevant. Build a Strategic Research Framework: Create a table to map key initiatives (e.g., IPO readiness) on one side and sources of information (e.g., 10-K reports, CEO interviews, press releases) on the other. Leverage AI for Efficiency: Use tools like ChatGPT or Copy AI to analyze information from sources like job postings, financial documents, or industry trends. KYLE'S PATH TO PRESIDENT'S CLUB: CMO @ Copy.ai CMO @ Clari VP, Revenue Growth & Enablement @ Clari Director Sales Development & Enablement @ Clari Sr. Director Sales Development & Optimization @ Looker RESOURCES DISCUSSED: Join our weekly newsletter Things you can steal
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And that was a light bulb moment and really helped our sales and marketing team find and target those companies and have a lot of success. Great. What's number two? Number two, how do you actually find these strategic initiatives? So it's one thing for me to say, yeah, go and sell to executives and they're going to fund this project. Finding these initiatives is a little trickier. “This is where super deep account research, super deep contact research is extremely important.” So as you're researching your accounts, I think the mistake that a lot of people make, and you guys have seen this before, people either entirely skip account research or they do it like a hand waving box checking exercise. Yeah, I know where they're headquartered and I know how many employees they have. Like that ain't it.
This is why outbound is so hard, is because it's rare for you to find companies that are in market for your solution. It's like finding a needle in a haystack. So, if you do find those four companies that are your 100 or 200 that are in market, full court press on those four. You need to go super deep on the research. “You need to be hyper custom with every sales touchpoint.” You need to get your executives involved and doing outreach to the executives at those companies. You need to work with the marketing team and make sure that you have the custom ABM approach, the landing pages, the digital ads, all of the resources that you possibly can for that subset of your customer base. And hopefully you can make the right case to all these cross-functional stakeholders