How to Use Intent-Based Selling for Huge Sales Development Success (Florin Tatulea, Common Room)

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1. 1:07

   He's an expert on it. Let's do it. In three, two, one, let's roll. Alrighty, Florin, welcome back to the show, but this time the leadership show. We start every show with our top three actionable takeaways. Let's get your three. Number one, build your signal stack rank for your team. Prioritization is super important when you think about who you're actually going to be “reaching out to in an account list, but you need to build a system where account prioritization” happens based on different levels of signals. So the number one signals that you should be focusing on are going to be high intent signals that are time-based. For us, web visits, who's getting very specific high intent pages on your website, whether that's the demo page and they didn't book a demo, pricing page, T's and C's, the privacy

   In Account selection and tiering

2. 2:17

   that's on like LinkedIn, on any other social channels in your communities as well, and then you can start to prioritize other types of signals such as the more common ones. So job changes, funding rounds, job listings, those are not necessarily time-based and you “need a creative approach and a tie that trigger to the context for why you're reaching out” to make sure that you're hitting people up according to the signal. What's number two? Number two is managers and executives should be multi-threading key contacts with the reps. This is something that not enough managers and executives do, in my opinion, and we've

   In Trigger-based personalization

3. 10:52

   I would say the mid-level automation is similar to what I did at Pave. We had a series of trigger templates and sequences set up in Outreach for if someone signed up for a webinar, downloaded a case study, or downloaded a compensation data report. We had our RevOps guy set up in Automation where Outreach would automatically queue up “a sequence based on whatever marketing intent signal had come through.” So you can actually automate a lot of this stuff on your own. It's probably a lot more work, but you can build this stuff on your own. If you don't have those RevOps resources, you can take that trigger stack rank that Florin was giving you earlier and say for these top five intent signals, inside of your Outreach or your Salesloft instance or your GongEngage instance, there is a trigger template

   In Trigger-based outreach workflows

4. 19:25

   And I think it depends on the resources that you have. One option is to segment your team where you have more of like an in depth based SDR that's going to focus on higher intent time-based leads. The second option is more of a hybrid approach where the minimum time frame that we “Typically, you can do a call block for 30 minutes, especially” the days where you have the power dialer, you can get out a hundred calls in 30 minutes. So you still have time within that one hour block to reach out to all the people you have to. Those are the two options that teams typically struggle with. And even for us, we're a small

   In Call timing and call blocks

5. 19:53

   So you still have time within that one hour block to reach out to all the people you have to. Those are the two options that teams typically struggle with. And even for us, we're a small team, we're four or five SDRs. So it doesn't make sense for us to fully segment right now. It's more of a hybrid approach with the understanding that if you're going to do “a call block for 30 minutes, you still have time to get to those leads.” So my only last question on this is... What do you define as time to first touch? Naturally, they're going to send out this email. But do you track speed to first cold call as well? Or is it just they got to get an email out as quickly as possible?

   In Call timing and call blocks

6. 29:30

   you don't say, Hey, you're hungry. You show them the sizzle on your carne asada. And that is what gets someone who is hungry to walk through the doors. And so if someone is opening your email five times, you don't say, Hey, you're opening my email five times. You go take that as a high intent prospect, and then you go find another trigger to use “in your personalized outreach and you send that. And then lastly, number four,” Florin had some really smart ways that he automated the first touch. He had a four sentence email framework, which is an observation based on a signal into a company signal, into an ideal state solution with social proof and with a light call to action. Get your reps 80% of the way there and then have them use that framework to bring it 100%

   In Trigger-based personalization