“Wouldn’t you respond to someone that knows you like a friend better than someone who called like a robot that’s just doing outreach?” asks Leena Joshi, Co-Founder and CEO of Closefactor, which applies machine learning, artificial intelligence and natural language processing to the go-to market process. They help go- to market teams find their exact right accounts and to generate pipeline more efficiently and at a larger scale. This creates higher closed one growth rates and results in less wasted time, as well as making for a more personalized approach.
One of the most important things in getting the exact right accounts into your pipeline is getting very specific when building your ICP. Consider every factor, including the size of a company and the size of the team within it, where they are on their journey and the potential of what they might become. Even private companies have a wealth of information online.
Though she does warn about over-indexing on a general search. This is one of many mistakes people make that results in wasted time, wasted energy and a poor fit for all parties involved. Leena discusses other common mistakes market teams make and what to do instead.
Quotes:
“Wouldn’t you respond to someone that knows you like a friend better than someone called like a robot that’s just doing outreach.” ([6:44]-[6:52] | Leena)
“You may have the best product in the world. If you can’t bring it to market, to the right customers, if you can’t find the right audience, you’re going to have a tough, tough time.” ([8:56]-[9:06] | Leena)
“And once you have your ideal customer profile, it’s a matter of increasingly creating the layers around that ICP. So that as you start to cross the chasm, you know who to go after.” ([12:08]-[12:20] | Leena)
“One mistake that I see very often is people tend to spray and pray. I can’t emphasize enough how harmful the spray and pray motion is because you are ultimately left with no control over who comes into your pipeline.” ([17:05]-[17:22] | Leena)
“When you’re able to connect a customer’s pain to a high priority initiative inside the organization, it’s magic, it helps with moving your deal forward. So you’re really looking for the high priority initiatives inside the organization that you can attach your deal to, your project to. And typically, companies will talk about these high priority initiatives all the time. They talk about it in their earnings call transcripts, they talk about it in their hiring.” ([22:44]-[23:15] | Leena)
Connect with Brendan Dell:
LinkedIn: https://www.linkedin.com/in/brendandell/
YouTube: https://www.youtube.com/c/BrendanDell
Instagram: @thebrendandell
TikTok: @brendandell39
Buy a copy of Brendan’s Book, The 12 Immutable Laws of High-Impact Messaging: https://www.indiebound.org/book/9780578210926
Connect with Leena:
LinkedIn: @closefactor
Twitter:@closefactor
leena@closefactor.com
Check out Leena’s recommended books:
The Qualified Sales Leader: Proven Lessons from a Five-Time CRO by John MacMahon and Dev Ittycheria
https://www.indiebound.org/book/9780578895062
Sapiens: A Brief History of Humankind by Yuval Noah Harari and Derek Perkins
https://www.indiebound.org/book/9780062316110
Why Buddhism is True: The Science and Philosophy of Meditation and Enlightenment by Robert Wright
https://www.indiebound.org/book/9781439195468
Please don’t forget to rate, comment, and subscribe to Billion Dollar Tech on Apple, Spotify, or wherever you listen to podcasts!
Use code Brendan30 for 30% off your annual membership with RiverSide.fm
About the Author
Brendan Dell
Brendan Dell is an author and the founder of The Daily Creative. As a freelancer he's worked with clients like Expedia, Cvent, Panasonic, Brother, Windstream and 100+ more to build unignorable tech brands. At The Daily Creative, he shares advice and lessons to help freelancers level up.
