Just this past quarter one of our automations picked up a lead, sent an automated outbound email to them, and within that week our team closed a six-figure deal with the prospect.
When buyers want to buy, they’ll buy.
Our jobs as GTM Engineers is use the tools at our disposal to a) scale that outbound we’re doing and b) increase our hit rate by pre-optimizing for when they’re ready to buy a.k.a finding signals.
Today we focus on one way to build a signal based outbound list, that of finding job postings.
As always we’ll not just cover the logic behind this sales play, but also include the full workflow code with all the tools required to get this started for yourself. The code for our post this week is a bit sensitive, but we’re happy to share it over DMs.
Job Postings
In the tradition of observing actions versus stated beliefs, a job posting is as good as it gets. Most likely our product or service serves a job to be done, and typically that job has a named role that typically a company would hire for. Think paralegal for our legal drafting SaaS, SDR for an automated outbound agency service, customer support, compliance and safety, etc.
The job posting is a clear indicator the company in question is willing to pay wages to have this problem solved for them.
If the company is willing to pay a human to tackle this problem, chances are high that they may be interested in our product or service that can achieve the outcome they’re seeking at a fraction of that price.
Tool Options
This is a well known sales play so naturally we can expect many tools that provide this data. The three tools we’ll cover today are Clay, Sumble, and CoreSignal.
GTM engineering industry standard, Clay is a no-code workflows builder that has the ability to comb through job postings data.
This is a good option to get started with an initial test of this motion as the set up is extremely straightforward.
Leads pulled through the job postings flow can be a mix of phone numbers, emails, and LinkedIn profiles as Clay has this waterfall data enrichment system that pulls in lead data across multiple sources.
Sumble is purpose made tool built on job postings data. Made for a team that’ll primarily be using it’s UI, this tool has a great interface specifically made for putting together company and contact lead lists based around job postings.
Leads here will typically come with just a LinkedIn profile, but on their more exclusive enterprise plan the leads can contain more information like phone and email.
This is our personal preference for job posts data. CoreSignal is a pay-as-you-go tool that’s primarily consumed via API, and a visual UI.
From sources we know, CoreSignal is one of the core backend data providers for many job posting data sources like Clay and Sumble.
With CoreSignal we have a generous free tier, as well as the same ability to pull out LinkedIn URLs of leads.
Being an API/code first tool we also get the benefit of fine-tuning our targeting with AI versus clicking around a visual interface.
Actioning the List with Humans and/or AI
Regardless of tool, we’ll eventually have a lead list of some few hundred leads corresponding to individuals at companies hiring for a role we can service.
How do we work through these leads?
We can do a mixed stack of human in the loop augmented with AI.
Custom Leads Database
The way we’ve approached this is we upload all our leads into a custom database. We then use automation tooling to send a connection request on LinkedIn.
Based then on how our teams like to work, we can have AI draft and send a message, send a static message with automation, or manually follow up with connected leads with AI just providing background research to help inform the messaging.
Salesforce/CRM Based Flow
Another approach we can use is leveraging our CRM. Let’s assume we’re using Salesforce.
Again in a programmatic flow, what we’ll do here is upload the contact via Salesforce API, and enroll that contact into a campaign. We’ll then create a report based on contacts in this campaign for our sales team to work through.
Simultaneously, we’ll have another flow running that’s checking for contacts in the SFDC campaign. This flow can then pull more research about the company and contact, and generate a sample outbound message. We can then have a new field in our CRM “Job Poster Outbound Message” which then gets populated with the AI generated sample copy, saving the team those minutes on research.
Workflow Code
As stated above, the workflow code for the automations covered in this post (LinkedIn, contact research, automated outbound) is sensitive.
Feel free however, to reach out to any of the ShipGTM team (Aman, Bridger, Cameron) and send us a DM on LinkedIn if you’d like to grab the code.