How to Define Your Ideal Customer Profile (ICP) for B2B Lead Generation | Hunter.io

Hi, welcome to everyone who's joining us Hi, welcome to everyone who's joining us this morning. this morning. this morning. >> Hey everyone. >> Hey everyone. >> Hey everyone. >> We uh we're just waiting for uh we're >> We uh we're just waiting for uh we're >> We uh we're just waiting for uh we're just waiting for people to to join us. just waiting for people to to join us. just waiting for people to to join us. Uh normally there's a little bit of a a Uh normally there's a little bit of a a Uh normally there's a little bit of a a slow burn in in the first couple of slow burn in in the first couple of slow burn in in the first couple of minutes. So, um, while we're waiting minutes. So, um, while we're waiting minutes. So, um, while we're waiting for, uh, everyone to to jump into the to for, uh, everyone to to jump into the to for, uh, everyone to to jump into the to the room, uh, how about in the chat the room, uh, how about in the chat the room, uh, how about in the chat section in the bottom right, if you if section in the bottom right, if you if section in the bottom right, if you if you could all introduce yourself, let us you could all introduce yourself, let us you could all introduce yourself, let us know where you're you're joining from know where you're you're joining from know where you're you're joining from today and what you're hoping to get from today and what you're hoping to get from today and what you're hoping to get from today's session. Um, I can go first. I today's session. Um, I can go first. I today's session. Um, I can go first. I can say that I'm joining from Virginia. can say that I'm joining from Virginia. can say that I'm joining from Virginia. Uh, I'm looking forward to hearing Matt Uh, I'm looking forward to hearing Matt Uh, I'm looking forward to hearing Matt and Rury really give a very practical and Rury really give a very practical and Rury really give a very practical take on how to find your target take on how to find your target take on how to find your target audience. I think that's still, you audience. I think that's still, you audience. I think that's still, you know, for me it's something that I I'm know, for me it's something that I I'm know, for me it's something that I I'm learning and I know they have a lot to learning and I know they have a lot to learning and I know they have a lot to share on that. So, I can't wait to to share on that. So, I can't wait to to share on that. So, I can't wait to to listen to you guys talk today. listen to you guys talk today. listen to you guys talk today. >> Ruy, where in the world are you today? >> Ruy, where in the world are you today? >> Ruy, where in the world are you today? >> In sunny Portugal, actually. >> In sunny Portugal, actually. >> In sunny Portugal, actually. >> Yeah, >> Yeah, >> Yeah, we had a few weeks of rain, but now back we had a few weeks of rain, but now back we had a few weeks of rain, but now back to normal.

How about uh I'm chilling in what is it? How about uh I'm chilling in what is it? Uh the sort of part of New England in Uh the sort of part of New England in Uh the sort of part of New England in Mass outside of Massachusetts that can't Mass outside of Massachusetts that can't Mass outside of Massachusetts that can't make up its mind on what temperature it make up its mind on what temperature it make up its mind on what temperature it should be. So today it's cold. Yesterday should be. So today it's cold. Yesterday should be. So today it's cold. Yesterday was warm. The day before was cold. The was warm. The day before was cold. The was warm. The day before was cold. The day before that was warm. Uh today I'm day before that was warm. Uh today I'm day before that was warm. Uh today I'm somewhere coldish. >> What are you gonna do? >> What are you gonna do? >> Portugal, man. >> Portugal, man. >> Portugal, man. Yeah, I wouldn't mind the sunshine Yeah, I wouldn't mind the sunshine Yeah, I wouldn't mind the sunshine around. I miss California for that around. I miss California for that around. I miss California for that reason. reason. reason. >> We We have a We have someone from >> We We have a We have someone from >> We We have a We have someone from Indiana. We have Germany, Rhode Island, Indiana. We have Germany, Rhode Island, Indiana. We have Germany, Rhode Island, Cornwall. Uh love Cornwall, Cornwall. Uh love Cornwall, Cornwall. Uh love Cornwall, >> Florida, >> Florida, >> Florida, Philadelphia, West Sussex, Newcastle, Philadelphia, West Sussex, Newcastle, Philadelphia, West Sussex, Newcastle, >> France. Yeah. Yeah. Almost like a bucket >> France. Yeah. Yeah. Almost like a bucket >> France. Yeah. Yeah. Almost like a bucket list of uh of places to go to, right? >> And Seattle. Yeah. >> And Seattle. Yeah. >> All right. We'll uh we'll wait uh 30 >> All right. We'll uh we'll wait uh 30 >> All right. We'll uh we'll wait uh 30 more seconds. more seconds. more seconds. >> Greg having his morning coffee. >> Appreciate you joining us this early, >> Appreciate you joining us this early, Greg. Thank you.

>> Okay, so I'll just do a little house >> Okay, so I'll just do a little house housekeeping before we get going. Uh so housekeeping before we get going. Uh so housekeeping before we get going. Uh so I um I'm going to be helping to uh to I um I'm going to be helping to uh to I um I'm going to be helping to uh to field all of your questions and and field all of your questions and and field all of your questions and and conversations in the chat section. You conversations in the chat section. You conversations in the chat section. You can find that in the bottom right of can find that in the bottom right of can find that in the bottom right of your browser or the app. There's a your browser or the app. There's a your browser or the app. There's a questions and and chat tab. Um any questions and and chat tab. Um any questions and and chat tab. Um any questions you have as we go along, questions you have as we go along, questions you have as we go along, please just add them straight into the please just add them straight into the please just add them straight into the question section. Matt and Bri will will question section. Matt and Bri will will question section. Matt and Bri will will have a dedicated uh uh portion of the of have a dedicated uh uh portion of the of have a dedicated uh uh portion of the of the session today towards answering all the session today towards answering all the session today towards answering all of those questions and and much more. Um of those questions and and much more. Um of those questions and and much more. Um if you uh have any have any issues with if you uh have any have any issues with if you uh have any have any issues with following along, don't worry. We will be following along, don't worry. We will be following along, don't worry. We will be sharing a recording as well as the the sharing a recording as well as the the sharing a recording as well as the the deck after uh the session finishes. deck after uh the session finishes. deck after uh the session finishes. There's a lot to get through and so you There's a lot to get through and so you There's a lot to get through and so you know I'm very excited to just quickly uh know I'm very excited to just quickly uh know I'm very excited to just quickly uh introduce you to Matt, our CEO, and introduce you to Matt, our CEO, and introduce you to Matt, our CEO, and Ruie, our product manager. Ruie, our product manager. Ruie, our product manager. >> How you guys doing? >> How you guys doing? >> How you guys doing? >> Great. Great to be here, James. Great to >> Great. Great to be here, James. Great to >> Great. Great to be here, James. Great to see you.

>> Excited to have Ruy with us today. This >> Excited to have Ruy with us today. This should be a lively conversation should be a lively conversation should be a lively conversation >> as usual. >> as usual. >> as usual. >> As usual. Exactly. >> As usual. Exactly. >> As usual. Exactly. >> So, so why why are we here today >> So, so why why are we here today >> So, so why why are we here today everyone? So, um today we're going to be everyone? So, um today we're going to be everyone? So, um today we're going to be talking through uh finding your target talking through uh finding your target talking through uh finding your target audience. There are a couple different audience. There are a couple different audience. There are a couple different ways to talk about that in terms of ter ways to talk about that in terms of ter ways to talk about that in terms of ter terminology, but really um it's all terminology, but really um it's all terminology, but really um it's all about being able to find the people that about being able to find the people that about being able to find the people that you're going to be able to generate you're going to be able to generate you're going to be able to generate leads from. Um so, we're going to talk leads from. Um so, we're going to talk leads from. Um so, we're going to talk about some of the challenges with with about some of the challenges with with about some of the challenges with with actually defining uh what we've called actually defining uh what we've called actually defining uh what we've called an an ideal customer profile. uh how to an an ideal customer profile. uh how to an an ideal customer profile. uh how to think about defining that through common think about defining that through common think about defining that through common mistakes you can avoid uh some exciting mistakes you can avoid uh some exciting mistakes you can avoid uh some exciting updates that uh Rur is going to talk to updates that uh Rur is going to talk to updates that uh Rur is going to talk to you that's coming in the product that I you that's coming in the product that I you that's coming in the product that I have tested and absolutely love and have tested and absolutely love and have tested and absolutely love and cannot wait for him to talk about and cannot wait for him to talk about and cannot wait for him to talk about and then we have a Q&A section. then we have a Q&A section. then we have a Q&A section. So before we get going today's session So before we get going today's session So before we get going today's session is brought to you by 31 million outreach is brought to you by 31 million outreach is brought to you by 31 million outreach emails. Um we have just released uh the emails. Um we have just released uh the emails. Um we have just released uh the state of email outreach which is our state of email outreach which is our state of email outreach which is our annual benchmarking report. Everything annual benchmarking report. Everything annual benchmarking report. Everything you're going to hear about today in you're going to hear about today in you're going to hear about today in terms of the data comes from this terms of the data comes from this terms of the data comes from this report. Uh I will be sharing a link to report. Uh I will be sharing a link to report. Uh I will be sharing a link to that uh in in the follow-up email about that uh in in the follow-up email about that uh in in the follow-up email about today's session. But I really encourage today's session. But I really encourage today's session. But I really encourage you to take a look at that report. Uh you to take a look at that report. Uh you to take a look at that report. Uh it's put together by the brilliant team it's put together by the brilliant team it's put together by the brilliant team here um within marketing and and it's here um within marketing and and it's here um within marketing and and it's there's a lot of insights that that um there's a lot of insights that that um there's a lot of insights that that um you know will take take a bit of time to you know will take take a bit of time to you know will take take a bit of time to get through. But today is really all get through. But today is really all get through. But today is really all about highlighting a handful of those about highlighting a handful of those about highlighting a handful of those insights to help you to go from this insights to help you to go from this insights to help you to go from this report into actually, you know, report into actually, you know, report into actually, you know, implementing that in your outreach.

implementing that in your outreach. implementing that in your outreach. So why are we here? Well, most people So why are we here? Well, most people So why are we here? Well, most people actually skip the most important step in actually skip the most important step in actually skip the most important step in lead generation. And that most important lead generation. And that most important lead generation. And that most important step is defining and targeting your step is defining and targeting your step is defining and targeting your ideal customer profile, your target ideal customer profile, your target ideal customer profile, your target customer, dream buyer, ideal buyer, customer, dream buyer, ideal buyer, customer, dream buyer, ideal buyer, leads, ICP. It's all of these different leads, ICP. It's all of these different leads, ICP. It's all of these different names that people use, but essentially names that people use, but essentially names that people use, but essentially it comes down to finding the right it comes down to finding the right it comes down to finding the right people to to run outreach to. people to to run outreach to. people to to run outreach to. And we're going to, more specifically, And we're going to, more specifically, And we're going to, more specifically, Matt and Ruie are going to be showing Matt and Ruie are going to be showing Matt and Ruie are going to be showing you how to generate leads based on your you how to generate leads based on your you how to generate leads based on your very best customers over the next 30 very best customers over the next 30 very best customers over the next 30 minutes. minutes. minutes. So, let's kick off with why people skip So, let's kick off with why people skip So, let's kick off with why people skip uh setting their ICP. And Matt is going uh setting their ICP. And Matt is going uh setting their ICP. And Matt is going to take us through that over the next to take us through that over the next to take us through that over the next couple of slides. Over to you, Matt. Oh, you're muted, Matt. Oh, you're muted, Matt. This is a fun topic. Um, I've lived This is a fun topic. Um, I've lived This is a fun topic. Um, I've lived through this multiple times myself through this multiple times myself through this multiple times myself personally and each time learned new personally and each time learned new personally and each time learned new pain. So, uh, I I feel this one very pain. So, uh, I I feel this one very pain. So, uh, I I feel this one very personally and having started personally and having started personally and having started businesses, joined businesses that businesses, joined businesses that businesses, joined businesses that hadn't yet done this exercise, um, I hadn't yet done this exercise, um, I hadn't yet done this exercise, um, I can't emphasize enough the value uh, and can't emphasize enough the value uh, and can't emphasize enough the value uh, and the importance of this. So, let's talk a the importance of this. So, let's talk a the importance of this. So, let's talk a little bit about There we Sorry, James.

little bit about There we Sorry, James. little bit about There we Sorry, James. I jumped on you there. So, what are some I jumped on you there. So, what are some I jumped on you there. So, what are some of the traps? Uh, the spray and prey of the traps? Uh, the spray and prey of the traps? Uh, the spray and prey trap is probably trap is probably trap is probably uh the most challenging. And what this uh the most challenging. And what this uh the most challenging. And what this is is you'll know that this is likely is is you'll know that this is likely is is you'll know that this is likely the case when you've overemphasized the case when you've overemphasized the case when you've overemphasized scale too early. And so, you'll hear scale too early. And so, you'll hear scale too early. And so, you'll hear things like, I want to say I want to things like, I want to say I want to things like, I want to say I want to send as many emails as possible or I've send as many emails as possible or I've send as many emails as possible or I've got a list of 10,000 or sometimes a got a list of 10,000 or sometimes a got a list of 10,000 or sometimes a hundred thousand or more. how do I hundred thousand or more. how do I hundred thousand or more. how do I contact all of them in the next week? contact all of them in the next week? contact all of them in the next week? Um, frequently I will hear things like, Um, frequently I will hear things like, Um, frequently I will hear things like, I'm sending emails but not getting I'm sending emails but not getting I'm sending emails but not getting replies, or outreach just doesn't work replies, or outreach just doesn't work replies, or outreach just doesn't work for me. These are all these are all for me. These are all these are all for me. These are all these are all examples of what I hear people say when examples of what I hear people say when examples of what I hear people say when they haven't quite nailed the IC portion they haven't quite nailed the IC portion they haven't quite nailed the IC portion of their outreach efforts. So, you know, of their outreach efforts. So, you know, of their outreach efforts. So, you know, this is fairly common. What happens when this is fairly common. What happens when this is fairly common. What happens when you do this is your outreach tends to be you do this is your outreach tends to be you do this is your outreach tends to be less focused. um you're t you're sending less focused. um you're t you're sending less focused. um you're t you're sending emails really to everyone in the same emails really to everyone in the same emails really to everyone in the same way and you're not drilling in on what's way and you're not drilling in on what's way and you're not drilling in on what's actually valuable to them. You're actually valuable to them. You're actually valuable to them. You're getting emails in the inbox of your getting emails in the inbox of your getting emails in the inbox of your potential leads that are probably more potential leads that are probably more potential leads that are probably more irritating than valuable. Messages start irritating than valuable. Messages start irritating than valuable. Messages start to look the same not only as your other to look the same not only as your other to look the same not only as your other messages, but actually even potentially messages, but actually even potentially messages, but actually even potentially competitors or other emails that are competitors or other emails that are competitors or other emails that are showing up in their inbox. And honestly, showing up in their inbox. And honestly, showing up in their inbox. And honestly, it just ends up not being a good use of it just ends up not being a good use of it just ends up not being a good use of your time. And you see it this way, your your time. And you see it this way, your your time. And you see it this way, your sales reps see it this way, your sales reps see it this way, your sales reps see it this way, your customers see it this way. And so this customers see it this way. And so this customers see it this way. And so this is the reality of the spray and spray is the reality of the spray and spray is the reality of the spray and spray trap which a lot of people fall into. I

trap which a lot of people fall into. I trap which a lot of people fall into. I think a lot of the conversation over the think a lot of the conversation over the think a lot of the conversation over the last few years has been very very last few years has been very very last few years has been very very focused on scalability and not focused focused on scalability and not focused focused on scalability and not focused enough on what really drives results enough on what really drives results enough on what really drives results which isn't about maximizing the number which isn't about maximizing the number which isn't about maximizing the number you're sending messages to. So what should you do? Well, before you So what should you do? Well, before you send any emails, and I think this is send any emails, and I think this is send any emails, and I think this is really important, ask yourself, is this really important, ask yourself, is this really important, ask yourself, is this email something that they should receive email something that they should receive email something that they should receive and find value in, turn it around if you and find value in, turn it around if you and find value in, turn it around if you have to, and look at it and say, if have to, and look at it and say, if have to, and look at it and say, if someone sent me this email, would this someone sent me this email, would this someone sent me this email, would this speak to me? Would this speak to the speak to me? Would this speak to the speak to me? Would this speak to the pain that I'm experiencing, would this pain that I'm experiencing, would this pain that I'm experiencing, would this cause me to want to reply? Um, we did cause me to want to reply? Um, we did cause me to want to reply? Um, we did the research recently. We've talked to a the research recently. We've talked to a the research recently. We've talked to a lot of decision makers and 61% lot of decision makers and 61% lot of decision makers and 61% said that most of the email outreach said that most of the email outreach said that most of the email outreach they receive is irrelevant. 61%. That's they receive is irrelevant. 61%. That's they receive is irrelevant. 61%. That's huge. That means the vast majority of us huge. That means the vast majority of us huge. That means the vast majority of us are not getting emails from outreach are not getting emails from outreach are not getting emails from outreach prospect from people who want our prospect from people who want our prospect from people who want our attention that are even remotely attention that are even remotely attention that are even remotely relevant to what we do. And the reason relevant to what we do. And the reason relevant to what we do. And the reason for this often starts with the for this often starts with the for this often starts with the targeting. If you've been on a prior targeting. If you've been on a prior targeting. If you've been on a prior Q&A, you've heard me say this before.

Q&A, you've heard me say this before. Q&A, you've heard me say this before. What happens is the bigger your What happens is the bigger your What happens is the bigger your audience, the broader your message has audience, the broader your message has audience, the broader your message has to be, right? It has to resonate with to be, right? It has to resonate with to be, right? It has to resonate with more people. What happens is if you get more people. What happens is if you get more people. What happens is if you get to a certain size, it's no longer to a certain size, it's no longer to a certain size, it's no longer possible to talk to James and Ruie and possible to talk to James and Ruie and possible to talk to James and Ruie and myself in exactly the same way and be myself in exactly the same way and be myself in exactly the same way and be relevant to all three of us. And this is relevant to all three of us. And this is relevant to all three of us. And this is where it starts to break down. When the where it starts to break down. When the where it starts to break down. When the targeting is off, then you end up in targeting is off, then you end up in targeting is off, then you end up in that spray and prey trap that I just that spray and prey trap that I just that spray and prey trap that I just talked about. Um, this is really talked about. Um, this is really talked about. Um, this is really important. And so once you actually dial important. And so once you actually dial important. And so once you actually dial in the target, writing your message in the target, writing your message in the target, writing your message actually becomes way easier because you actually becomes way easier because you actually becomes way easier because you know who you're speaking to and you know know who you're speaking to and you know know who you're speaking to and you know what would be relevant. Yeah. So, that sounds great, Matt, but like So, that sounds great, Matt, but like what does the data tell us? Is that what does the data tell us? Is that what does the data tell us? Is that backed up by I don't want to call it backed up by I don't want to call it backed up by I don't want to call it science, but at least data. Um, well, science, but at least data. Um, well, science, but at least data. Um, well, let's find out. Here are the here are let's find out. Here are the here are let's find out. Here are the here are the stats which actually show what the stats which actually show what the stats which actually show what happens when you make these changes. happens when you make these changes. happens when you make these changes. First, if your list is 100 leads or First, if your list is 100 leads or First, if your list is 100 leads or less, you're more than doubling your less, you're more than doubling your less, you're more than doubling your replies.

replies. replies. So that right there with with nothing So that right there with with nothing So that right there with with nothing else should tell you something because else should tell you something because else should tell you something because the recipient doesn't know it's a the recipient doesn't know it's a the recipient doesn't know it's a hundred, right? So something is changing hundred, right? So something is changing hundred, right? So something is changing before that message ever gets to anybody before that message ever gets to anybody before that message ever gets to anybody that makes having your list be small that makes having your list be small that makes having your list be small meaningful. And what that is is if it's meaningful. And what that is is if it's meaningful. And what that is is if it's a small list, there's far more a small list, there's far more a small list, there's far more likelihood that there's overlap amongst likelihood that there's overlap amongst likelihood that there's overlap amongst those people. The other thing that you those people. The other thing that you those people. The other thing that you should be doing, don't just email one should be doing, don't just email one should be doing, don't just email one person, right? your ICP might be CMOs at person, right? your ICP might be CMOs at person, right? your ICP might be CMOs at certain size companies, but maybe CMO certain size companies, but maybe CMO certain size companies, but maybe CMO isn't the right person at that company. isn't the right person at that company. isn't the right person at that company. Maybe it's actually better because you Maybe it's actually better because you Maybe it's actually better because you know the CMO is talking to other people know the CMO is talking to other people know the CMO is talking to other people in the organization. And so you want to in the organization. And so you want to in the organization. And so you want to not just target the decision maker, but not just target the decision maker, but not just target the decision maker, but you want to target influencers of that you want to target influencers of that you want to target influencers of that decision as well. Emailing more than one decision as well. Emailing more than one decision as well. Emailing more than one person increases almost 50% your number person increases almost 50% your number person increases almost 50% your number of replies. It's a huge increase. of replies. It's a huge increase. of replies. It's a huge increase. The other items are also really The other items are also really The other items are also really valuable. If you see, and I'm not going valuable. If you see, and I'm not going valuable. If you see, and I'm not going to read it to you, but editing your to read it to you, but editing your to read it to you, but editing your templates, making sure that the emails templates, making sure that the emails templates, making sure that the emails have the right message and they're not have the right message and they're not have the right message and they're not just purely templated, that's going to just purely templated, that's going to just purely templated, that's going to increase reply rate. Having increase reply rate. Having increase reply rate. Having customization and personalizations, not customization and personalizations, not customization and personalizations, not just in the subject line, but the body, just in the subject line, but the body, just in the subject line, but the body, also is going to increase your reply also is going to increase your reply also is going to increase your reply rate by half. Each one of these rate by half. Each one of these rate by half. Each one of these individually gives you a better chance individually gives you a better chance individually gives you a better chance of actually getting your message read by of actually getting your message read by of actually getting your message read by the right person. And then most the right person. And then most the right person. And then most importantly, once they read it, this importantly, once they read it, this importantly, once they read it, this gets them to be more likely to react to gets them to be more likely to react to gets them to be more likely to react to it because the message is going to be it because the message is going to be it because the message is going to be more relevant. When they read it, it's more relevant. When they read it, it's more relevant. When they read it, it's going to feel like you're speaking to going to feel like you're speaking to going to feel like you're speaking to the pain that they currently have or the

the pain that they currently have or the the pain that they currently have or the pain that they know is coming. So that's why So that's why Ruie is going to help us talk about how Ruie is going to help us talk about how Ruie is going to help us talk about how so how should we think about defining so how should we think about defining so how should we think about defining the ICP the ICP the ICP >> precisely. So the first question we >> precisely. So the first question we >> precisely. So the first question we should ask is how do we actually define should ask is how do we actually define should ask is how do we actually define uh the ICP? uh the ICP? uh the ICP? We can start by saying that our customer We can start by saying that our customer We can start by saying that our customer is any company that sells something is any company that sells something is any company that sells something that's an ICP. Our customer is any B2B that's an ICP. Our customer is any B2B that's an ICP. Our customer is any B2B company that's also an ICP. But they are company that's also an ICP. But they are company that's also an ICP. But they are so wide that in the end they become so wide that in the end they become so wide that in the end they become useless because they don't help you useless because they don't help you useless because they don't help you writing uh a better email, pick a better writing uh a better email, pick a better writing uh a better email, pick a better list or focus uh your time. So the key list or focus uh your time. So the key list or focus uh your time. So the key goal here is to be precise and goal here is to be precise and goal here is to be precise and intentional to narrow it down until you intentional to narrow it down until you intentional to narrow it down until you have actually have a segment that you have actually have a segment that you have actually have a segment that you can own and own is an important word can own and own is an important word can own and own is an important word here and I will get back into it in a here and I will get back into it in a here and I will get back into it in a second. Oh, thank you Matt. Um, so this second. Oh, thank you Matt. Um, so this second. Oh, thank you Matt. Um, so this diagram in here is one of the most diagram in here is one of the most diagram in here is one of the most useful frameworks for thinking about useful frameworks for thinking about useful frameworks for thinking about targeting and most of the people targeting and most of the people targeting and most of the people actually stop at the wrong ring. So for actually stop at the wrong ring. So for actually stop at the wrong ring. So for sure you have already heard about TAM, sure you have already heard about TAM, sure you have already heard about TAM, Sam and S. These are very useful for Sam and S. These are very useful for Sam and S. These are very useful for investor conversations but in the end investor conversations but in the end investor conversations but in the end for actually outreaching they are for actually outreaching they are for actually outreaching they are basically terrible and yet uh as this basically terrible and yet uh as this basically terrible and yet uh as this slide shows most people actually build slide shows most people actually build slide shows most people actually build their lists here in the rings that are their lists here in the rings that are their lists here in the rings that are too broad to be relevant. So the ring too broad to be relevant. So the ring too broad to be relevant. So the ring you actually want to build their list in you actually want to build their list in you actually want to build their list in is the smallest one the prioritize is the smallest one the prioritize is the smallest one the prioritize obtainable market and this is the obtainable market and this is the obtainable market and this is the segment you can actually genuinely

segment you can actually genuinely segment you can actually genuinely dominate not capture dominate which is a dominate not capture dominate which is a dominate not capture dominate which is a different question. It's not about how different question. It's not about how different question. It's not about how many companies could use this. It's more many companies could use this. It's more many companies could use this. It's more about which segment can I own or in about which segment can I own or in about which segment can I own or in other words who's desperate for my other words who's desperate for my other words who's desperate for my product or service. Not interested, product or service. Not interested, product or service. Not interested, desperate. So, I'm going to use a simple desperate. So, I'm going to use a simple desperate. So, I'm going to use a simple example that uh through the rest of this example that uh through the rest of this example that uh through the rest of this section to actually help putting a section to actually help putting a section to actually help putting a picture uh into what these things picture uh into what these things picture uh into what these things actually mean. So, let's say we have actually mean. So, let's say we have actually mean. So, let's say we have built a proposal tool. Let's call it built a proposal tool. Let's call it built a proposal tool. Let's call it proposely. Uh it's basically a proposal proposely. Uh it's basically a proposal proposely. Uh it's basically a proposal tool for sales team. Uh you know that tool for sales team. Uh you know that tool for sales team. Uh you know that moment where you send a proposal and moment where you send a proposal and moment where you send a proposal and then you have no idea if the people then you have no idea if the people then you have no idea if the people actually open it, read it or ignored it. actually open it, read it or ignored it. actually open it, read it or ignored it. Proposely fixed that. You send a branded Proposely fixed that. You send a branded Proposely fixed that. You send a branded trackable proposal and know exactly what trackable proposal and know exactly what trackable proposal and know exactly what happens after it leaves your inbox. So happens after it leaves your inbox. So happens after it leaves your inbox. So simple product, clear value, but the simple product, clear value, but the simple product, clear value, but the question becomes who do you actually question becomes who do you actually question becomes who do you actually target? So looking at these these rings, target? So looking at these these rings, target? So looking at these these rings, the total addressable market, it's the total addressable market, it's the total addressable market, it's basically every company that sells basically every company that sells basically every company that sells something. So again, it's basically something. So again, it's basically something. So again, it's basically useless as a list. If we go to a a level useless as a list. If we go to a a level useless as a list. If we go to a a level down, let's say we are an American down, let's say we are an American down, let's say we are an American company and our product product is company and our product product is company and our product product is currently uh ready for English speaking currently uh ready for English speaking currently uh ready for English speaking uh markets. That's SAM. We could say uh markets. That's SAM. We could say uh markets. That's SAM. We could say that the SAM is B2B companies in English that the SAM is B2B companies in English that the SAM is B2B companies in English English speaking markets. Again, still English speaking markets. Again, still English speaking markets. Again, still huge, still useless. If we go down a huge, still useless. If we go down a huge, still useless. If we go down a little bit further, we can still say um

little bit further, we can still say um little bit further, we can still say um so within those companies, uh we can so within those companies, uh we can so within those companies, uh we can look at companies that have between 10 look at companies that have between 10 look at companies that have between 10 to 100 employees. It's more specific but to 100 employees. It's more specific but to 100 employees. It's more specific but still you'll be writing uh to companies still you'll be writing uh to companies still you'll be writing uh to companies that are software companies, law firms, that are software companies, law firms, that are software companies, law firms, recruitment agencies which are com which recruitment agencies which are com which recruitment agencies which are com which have completely different problems which have completely different problems which have completely different problems which require in turn completely different require in turn completely different require in turn completely different messages messages messages and then there is the palm for proposely and then there is the palm for proposely and then there is the palm for proposely and I will explain you uh why that's and I will explain you uh why that's and I will explain you uh why that's marketing and creative agencies 10 to 15 marketing and creative agencies 10 to 15 marketing and creative agencies 10 to 15 employees in the US founded somewhere employees in the US founded somewhere employees in the US founded somewhere between 200 2015 and 2022. between 200 2015 and 2022. between 200 2015 and 2022. So this is tight ownable and actionable So this is tight ownable and actionable So this is tight ownable and actionable segment. So why why agencies? Uh what is segment. So why why agencies? Uh what is segment. So why why agencies? Uh what is the r rational behind uh building this? the r rational behind uh building this? the r rational behind uh building this? Why agencies? Because they send Why agencies? Because they send Why agencies? Because they send proposals constantly which basically proposals constantly which basically proposals constantly which basically means they will need to use your product means they will need to use your product means they will need to use your product quite frequently. Why the size? So quite frequently. Why the size? So quite frequently. Why the size? So between 10 to 15 uh employees between 10 to 15 uh employees between 10 to 15 uh employees um well they have they are big big um well they have they are big big um well they have they are big big enough to have some volume but they are enough to have some volume but they are enough to have some volume but they are still small small enough that nobody still small small enough that nobody still small small enough that nobody actually bought the real solution for actually bought the real solution for actually bought the real solution for the problem. And why founded between the problem. And why founded between the problem. And why founded between 2015 and 2022 2015 and 2022 2015 and 2022 because if a firm was founded before because if a firm was founded before because if a firm was founded before 2015 and still has this problem the 2015 and still has this problem the 2015 and still has this problem the problem is there long enough so that problem is there long enough so that problem is there long enough so that nobody will actually uh take action to nobody will actually uh take action to nobody will actually uh take action to solve it. it's not a priority. On the solve it. it's not a priority. On the solve it. it's not a priority. On the other hand, for companies that are more

other hand, for companies that are more other hand, for companies that are more recent, they are likely still too early. recent, they are likely still too early. recent, they are likely still too early. They don't have enough proposal volume They don't have enough proposal volume They don't have enough proposal volume um for to fill this pain uh in a um for to fill this pain uh in a um for to fill this pain uh in a significant act. So again for this significant act. So again for this significant act. So again for this example uh the palm would be 10 to 15 example uh the palm would be 10 to 15 example uh the palm would be 10 to 15 employees in the US founded between 2015 employees in the US founded between 2015 employees in the US founded between 2015 and 2022 which if we compare to where we and 2022 which if we compare to where we and 2022 which if we compare to where we started it's already a much more started it's already a much more started it's already a much more tailored um tailored um tailored um addressable uh market or palm um addressable uh market or palm um addressable uh market or palm um so can I move to the next oh you already so can I move to the next oh you already so can I move to the next oh you already moved that sorry um so what makes a palm moved that sorry um so what makes a palm moved that sorry um so what makes a palm Right. Three things and all of them need Right. Three things and all of them need Right. Three things and all of them need to be true at the same time. First, to be true at the same time. First, to be true at the same time. First, these people or these companies need to these people or these companies need to these people or these companies need to have the problem and not only that, the have the problem and not only that, the have the problem and not only that, the problem needs to be on fire. So, it's problem needs to be on fire. So, it's problem needs to be on fire. So, it's not just a minor inconvenience. not just a minor inconvenience. not just a minor inconvenience. It has to be a actual real recurring It has to be a actual real recurring It has to be a actual real recurring pain that they have already tried to pain that they have already tried to pain that they have already tried to solve and failed. The urgency here is solve and failed. The urgency here is solve and failed. The urgency here is what separates a good target from a what separates a good target from a what separates a good target from a great one. The second one is they need great one. The second one is they need great one. The second one is they need to have the budget and the authority to to have the budget and the authority to to have the budget and the authority to act. So reaching to the right company act. So reaching to the right company act. So reaching to the right company doesn't matter if you are talking to doesn't matter if you are talking to doesn't matter if you are talking to someone we who can say yes. So your ICP someone we who can say yes. So your ICP someone we who can say yes. So your ICP has to include the person that actually has to include the person that actually has to include the person that actually owns the decision. And third, owns the decision. And third, owns the decision. And third, this has to be so uh tailored that you this has to be so uh tailored that you this has to be so uh tailored that you can actually send a very specific can actually send a very specific can actually send a very specific message to to the elements of your ICP.

message to to the elements of your ICP. message to to the elements of your ICP. One that taps directly into their pain. One that taps directly into their pain. One that taps directly into their pain. that make makes them feel like you wrote that make makes them feel like you wrote that make makes them feel like you wrote it just for them. So, it's about again it just for them. So, it's about again it just for them. So, it's about again personalization. As Matt mentioned personalization. As Matt mentioned personalization. As Matt mentioned before, the smaller your list, so the before, the smaller your list, so the before, the smaller your list, so the smaller your poem, uh, the more easy it smaller your poem, uh, the more easy it smaller your poem, uh, the more easy it will become to write a message that it's will become to write a message that it's will become to write a message that it's actually super meaningful for everyone actually super meaningful for everyone actually super meaningful for everyone in that list. in that list. in that list. Um, Um, Um, and this is why, um, it's still super and this is why, um, it's still super and this is why, um, it's still super important to look at the data here important to look at the data here important to look at the data here because it's a tremendous proof point. because it's a tremendous proof point. because it's a tremendous proof point. As Matt already mentioned this one, but As Matt already mentioned this one, but As Matt already mentioned this one, but I think it's important to highlight it I think it's important to highlight it I think it's important to highlight it again. Um, email sequences with less again. Um, email sequences with less again. Um, email sequences with less than 100 recipients actually generate a than 100 recipients actually generate a than 100 recipients actually generate a hell lot more replies. hell lot more replies. hell lot more replies. This is actually a proxy because it's This is actually a proxy because it's This is actually a proxy because it's not actually about being in 1990 not actually about being in 1990 not actually about being in 1990 or 150. actually about. or 150. actually about. or 150. actually about. Usually the smaller the list, it usually Usually the smaller the list, it usually Usually the smaller the list, it usually means that you did a better job of uh means that you did a better job of uh means that you did a better job of uh identifying your ICPs, identifying your identifying your ICPs, identifying your identifying your ICPs, identifying your personas and the people you actually personas and the people you actually personas and the people you actually want to engage. And that group, the want to engage. And that group, the want to engage. And that group, the smaller it is, again, the most likely it smaller it is, again, the most likely it smaller it is, again, the most likely it is that they are very similar to each is that they are very similar to each is that they are very similar to each other, which means that by almost other, which means that by almost other, which means that by almost automatically whatever you write to automatically whatever you write to automatically whatever you write to these people will already resonate to these people will already resonate to these people will already resonate to the majority of them. it's very likely the majority of them. it's very likely the majority of them. it's very likely to to have an impact and going back to to to have an impact and going back to to to have an impact and going back to the example I was giving this is the the example I was giving this is the the example I was giving this is the difference between if I again to the difference between if I again to the difference between if I again to the example of proposal uh if you recall the

example of proposal uh if you recall the example of proposal uh if you recall the SAS would be um for example any B2B SAS would be um for example any B2B SAS would be um for example any B2B company that um in the US let's say the company that um in the US let's say the company that um in the US let's say the option would be to basically blast 10 option would be to basically blast 10 option would be to basically blast 10 10,000 companies across industries with 10,000 companies across industries with 10,000 companies across industries with some subject line I like upgrade your some subject line I like upgrade your some subject line I like upgrade your proposal process. So, it's very generic proposal process. So, it's very generic proposal process. So, it's very generic and very likely to get ignored. Now, if and very likely to get ignored. Now, if and very likely to get ignored. Now, if you actually pin down and move into a you actually pin down and move into a you actually pin down and move into a much more tailored uh palm and smaller much more tailored uh palm and smaller much more tailored uh palm and smaller list, you will move from sending 10,000 list, you will move from sending 10,000 list, you will move from sending 10,000 uh or reaching out to 10,000 companies uh or reaching out to 10,000 companies uh or reaching out to 10,000 companies to actually focusing on let's say 70 to actually focusing on let's say 70 to actually focusing on let's say 70 companies that are specifically companies that are specifically companies that are specifically marketing agencies with 10 to 15 marketing agencies with 10 to 15 marketing agencies with 10 to 15 employees in the US. It's the same employees in the US. It's the same employees in the US. It's the same product you're sending. It's the same product you're sending. It's the same product you're sending. It's the same sender. It's you. Same even the same sender. It's you. Same even the same sender. It's you. Same even the same email. But you will get completely email. But you will get completely email. But you will get completely different results. And why? Because very different results. And why? Because very different results. And why? Because very likely those people will have exactly likely those people will have exactly likely those people will have exactly the same pain. And so now the same pain. And so now the same pain. And so now if you move to there we go. Um so how if you move to there we go. Um so how if you move to there we go. Um so how how do we actually build this? Basically how do we actually build this? Basically how do we actually build this? Basically the this is a one of of the most useful the this is a one of of the most useful the this is a one of of the most useful uh frameworks and I encourage you to use uh frameworks and I encourage you to use uh frameworks and I encourage you to use every time you start a new outreach. So every time you start a new outreach. So every time you start a new outreach. So again you move from a broad uh to again you move from a broad uh to again you move from a broad uh to specific first you start what's the specific first you start what's the specific first you start what's the market broad then you na nail it down to market broad then you na nail it down to market broad then you na nail it down to the company and then you nail it out to the company and then you nail it out to the company and then you nail it out to the person and at the end of that you're the person and at the end of that you're the person and at the end of that you're looking for one single thing which is looking for one single thing which is looking for one single thing which is those people and companies that have

those people and companies that have those people and companies that have their air on fire. So a pain that you their air on fire. So a pain that you their air on fire. So a pain that you can act and immediately help them can act and immediately help them can act and immediately help them solving the market is basically the solving the market is basically the solving the market is basically the space you're uh playing in. It's the space you're uh playing in. It's the space you're uh playing in. It's the industry or category that defines your industry or category that defines your industry or category that defines your potential buyers. Um, you can define it potential buyers. Um, you can define it potential buyers. Um, you can define it broadly enough to have volume, but then broadly enough to have volume, but then broadly enough to have volume, but then you have to be specifically enough to you have to be specifically enough to you have to be specifically enough to have some focus. The company is the have some focus. The company is the have some focus. The company is the layer where you actually get precise. layer where you actually get precise. layer where you actually get precise. This is where you apply the filters like This is where you apply the filters like This is where you apply the filters like industry, size, location, founding, year industry, size, location, founding, year industry, size, location, founding, year or keywords. Uh, and then the person is or keywords. Uh, and then the person is or keywords. Uh, and then the person is the decision maker. It's not just the the decision maker. It's not just the the decision maker. It's not just the most senior person. You actually have to most senior person. You actually have to most senior person. You actually have to focus on the the person that actually focus on the the person that actually focus on the the person that actually owns the problem that feels the problem owns the problem that feels the problem owns the problem that feels the problem every day and has the authority to fix every day and has the authority to fix every day and has the authority to fix it. And again and I want to emphasize it. And again and I want to emphasize it. And again and I want to emphasize this ideally you want to focus on the this ideally you want to focus on the this ideally you want to focus on the persons that typically will have this persons that typically will have this persons that typically will have this problem uh as a severe pain. So again problem uh as a severe pain. So again problem uh as a severe pain. So again air on fire. So this is the question you air on fire. So this is the question you air on fire. So this is the question you need to answer about every person on the need to answer about every person on the need to answer about every person on the list. Is this problem urgent enough that list. Is this problem urgent enough that list. Is this problem urgent enough that they need a solution for yesterday?

they need a solution for yesterday? they need a solution for yesterday? Because because if it isn't very likely Because because if it isn't very likely Because because if it isn't very likely your email will just become noise in your email will just become noise in your email will just become noise in their inbox. So again going back to the their inbox. So again going back to the their inbox. So again going back to the example of proposal the market is example of proposal the market is example of proposal the market is basically marketing and creative basically marketing and creative basically marketing and creative agencies. The company uh will be agencies. The company uh will be agencies. The company uh will be companies with 10 to 15 employees US companies with 10 to 15 employees US companies with 10 to 15 employees US base founded somewhere between 20 15 and base founded somewhere between 20 15 and base founded somewhere between 20 15 and 2022. 2022. 2022. and the person will be the agency owner and the person will be the agency owner and the person will be the agency owner or head of business development. So or head of business development. So or head of business development. So these are usually in these type of these are usually in these type of these are usually in these type of companies the people that are sending companies the people that are sending companies the people that are sending proposals personally and they have the proposals personally and they have the proposals personally and they have the pain of uh watching the deals go quiet pain of uh watching the deals go quiet pain of uh watching the deals go quiet because they just send the email and because they just send the email and because they just send the email and they have no visibility to what's they have no visibility to what's they have no visibility to what's happening. So what does it mean to have happening. So what does it mean to have happening. So what does it mean to have the air on fire? This is a pain they the air on fire? This is a pain they the air on fire? This is a pain they feel every day. This is a pain that is feel every day. This is a pain that is feel every day. This is a pain that is very connected to the outcome of their very connected to the outcome of their very connected to the outcome of their business and their personal business and their personal business and their personal responsibilities. responsibilities. responsibilities. So that's the typically the list you So that's the typically the list you So that's the typically the list you want to target the 15 50 to 80 people want to target the 15 50 to 80 people want to target the 15 50 to 80 people maybe 100 a specific message one very maybe 100 a specific message one very maybe 100 a specific message one very tight and similar segment that's how you tight and similar segment that's how you tight and similar segment that's how you get replies in the end of a good get replies in the end of a good get replies in the end of a good outreach campaign outreach campaign outreach campaign and I wanted to leave you with um a and I wanted to leave you with um a and I wanted to leave you with um a customer code uh Brandon from good juju customer code uh Brandon from good juju customer code uh Brandon from good juju which I think is important because if which I think is important because if which I think is important because if you already have a customer base one um you already have a customer base one um you already have a customer base one um very good way to see if you are moving very good way to see if you are moving very good way to see if you are moving in the right direction when defining in the right direction when defining in the right direction when defining your ICP your ICP your ICP um is on once you are doing it applying

um is on once you are doing it applying um is on once you are doing it applying your filters applying your um industries your filters applying your um industries your filters applying your um industries your keywords your locations your sizes your keywords your locations your sizes your keywords your locations your sizes you start seeing your existing customers you start seeing your existing customers you start seeing your existing customers popping out so that's a very strong popping out so that's a very strong popping out so that's a very strong signal that you are actually um going in signal that you are actually um going in signal that you are actually um going in the right direction to define your ICP the right direction to define your ICP the right direction to define your ICP that's think of it as a validation that's think of it as a validation that's think of it as a validation moment it means your target is right, moment it means your target is right, moment it means your target is right, targeting is right. Um, so it's like it targeting is right. Um, so it's like it targeting is right. Um, so it's like it means the ICP you have built is it's not means the ICP you have built is it's not means the ICP you have built is it's not just an hypothesis. It's something that just an hypothesis. It's something that just an hypothesis. It's something that you already have a proof point for. >> Now you're thanks appreciate it. U you >> Now you're thanks appreciate it. U you said something that I want to put a pin said something that I want to put a pin said something that I want to put a pin in for everybody who's listening because in for everybody who's listening because in for everybody who's listening because I think this comes up uh pretty I think this comes up uh pretty I think this comes up uh pretty regularly. I think it's worth calling regularly. I think it's worth calling regularly. I think it's worth calling attention to. There's a difference attention to. There's a difference attention to. There's a difference between relevance and personalization. between relevance and personalization. between relevance and personalization. Um, you heard Ruie mention relevance. Um, you heard Ruie mention relevance. Um, you heard Ruie mention relevance. And I think as we talk about And I think as we talk about And I think as we talk about nailing your ICP and really drilling in, nailing your ICP and really drilling in, nailing your ICP and really drilling in, you hear the word relevance come up more you hear the word relevance come up more you hear the word relevance come up more because ultimately that's the key because ultimately that's the key because ultimately that's the key difference between a large list and a difference between a large list and a difference between a large list and a small list. You can write the copy for small list. You can write the copy for small list. You can write the copy for relevance. That is not a replacement for relevance. That is not a replacement for relevance. That is not a replacement for personalization. You still want to personalization. You still want to personalization. You still want to incorporate personalization into your incorporate personalization into your incorporate personalization into your email, but those are two different email, but those are two different email, but those are two different things. One is is this a relevant issue things. One is is this a relevant issue things. One is is this a relevant issue to me as a decision maker, buyer, person to me as a decision maker, buyer, person to me as a decision maker, buyer, person at this company? Separate, does I do I at this company? Separate, does I do I at this company? Separate, does I do I feel like this is actually being sent to feel like this is actually being sent to feel like this is actually being sent to me personally? Those are two different me personally? Those are two different me personally? Those are two different things. And I think it's really things. And I think it's really things. And I think it's really important to make sure you're clarifying important to make sure you're clarifying important to make sure you're clarifying both of those as you're putting together both of those as you're putting together both of those as you're putting together your

Now, what mistakes can you avoid besides Now, what mistakes can you avoid besides the one I just articulated? Um, look, the one I just articulated? Um, look, the one I just articulated? Um, look, one of the most common is contacting one of the most common is contacting one of the most common is contacting only one person at a company. Um, this only one person at a company. Um, this only one person at a company. Um, this is actually one of the biggest reasons is actually one of the biggest reasons is actually one of the biggest reasons why I harp so much on verification. why I harp so much on verification. why I harp so much on verification. The company is who you're targeting. The The company is who you're targeting. The The company is who you're targeting. The person just happens to be the conduit to person just happens to be the conduit to person just happens to be the conduit to the outcome that you want. If you only the outcome that you want. If you only the outcome that you want. If you only target one person, that's putting a lot target one person, that's putting a lot target one person, that's putting a lot of stake on a single individual in a of stake on a single individual in a of stake on a single individual in a company who may not be there, may be company who may not be there, may be company who may not be there, may be moving on to other things. And this moving on to other things. And this moving on to other things. And this might not be a problem for because they might not be a problem for because they might not be a problem for because they might be too far from the problem. By might be too far from the problem. By might be too far from the problem. By making sure you're reaching to multiple making sure you're reaching to multiple making sure you're reaching to multiple people per company, a number of things people per company, a number of things people per company, a number of things change. First, your reply rates go up. change. First, your reply rates go up. change. First, your reply rates go up. So, most importantly, we've seen the So, most importantly, we've seen the So, most importantly, we've seen the correlation between the number of people correlation between the number of people correlation between the number of people you contact and improving your reply you contact and improving your reply you contact and improving your reply rates. Now, this isn't contact everybody rates. Now, this isn't contact everybody rates. Now, this isn't contact everybody at the company or 100 people at the at the company or 100 people at the at the company or 100 people at the company. This has increase the number of company. This has increase the number of company. This has increase the number of people by a small number. This is really people by a small number. This is really people by a small number. This is really important. So with that, how do you get the So with that, how do you get the targeting right? How do you find the targeting right? How do you find the targeting right? How do you find the right people? Um there's a really nice right people? Um there's a really nice right people? Um there's a really nice little fourbox or four square or matrix, little fourbox or four square or matrix, little fourbox or four square or matrix, whatever terminology you want to use.

whatever terminology you want to use. whatever terminology you want to use. And it helps you identify ability and And it helps you identify ability and And it helps you identify ability and willingness to address them. In the willingness to address them. In the willingness to address them. In the context of the top right, the darker context of the top right, the darker context of the top right, the darker box, they have a high willingness and a box, they have a high willingness and a box, they have a high willingness and a high ability. They both feel the pain high ability. They both feel the pain high ability. They both feel the pain and they have the ability to make the and they have the ability to make the and they have the ability to make the decision. They're highly able. No one is decision. They're highly able. No one is decision. They're highly able. No one is going to tell them no. This is going to tell them no. This is going to tell them no. This is ultimately your ideal person. Lots of ultimately your ideal person. Lots of ultimately your ideal person. Lots of pain. Nobody can stand in their way. pain. Nobody can stand in their way. pain. Nobody can stand in their way. You're not always going to target that You're not always going to target that You're not always going to target that person at the right time. And so that person at the right time. And so that person at the right time. And so that way that way understanding high ability way that way understanding high ability way that way understanding high ability and high willingness are the other and high willingness are the other and high willingness are the other people in your organization you probably people in your organization you probably people in your organization you probably want to target knowing that that dark want to target knowing that that dark want to target knowing that that dark orange box is actually the real target. orange box is actually the real target. orange box is actually the real target. High willingness, high high ability. So High willingness, high high ability. So High willingness, high high ability. So don't focus exclusively on users. You've don't focus exclusively on users. You've don't focus exclusively on users. You've got to go higher up in the food chain. got to go higher up in the food chain. got to go higher up in the food chain. This is very I would say this is a very This is very I would say this is a very This is very I would say this is a very common trap. People think, well, I know common trap. People think, well, I know common trap. People think, well, I know I'm going to go after the people who I'm going to go after the people who I'm going to go after the people who feel the pain the most. Problem is is feel the pain the most. Problem is is feel the pain the most. Problem is is these might be high willingness but low these might be high willingness but low these might be high willingness but low ability. And so while you may want to ability. And so while you may want to ability. And so while you may want to encourage or outreach to them encourage or outreach to them encourage or outreach to them separately, you're not doing it to drive separately, you're not doing it to drive separately, you're not doing it to drive the decision, you're driving it to the decision, you're driving it to the decision, you're driving it to influence the decision. By the way, let influence the decision. By the way, let influence the decision. By the way, let me know if my audio is still not better me know if my audio is still not better me know if my audio is still not better and I'll try something else. Does this and I'll try something else. Does this and I'll try something else. Does this sound a little bit better, Henry? Let me sound a little bit better, Henry? Let me sound a little bit better, Henry? Let me know. Um, larger companies. The other know. Um, larger companies. The other know. Um, larger companies. The other thing is it's not just exclusively sea thing is it's not just exclusively sea thing is it's not just exclusively sea level. And in fact, they tend to be level. And in fact, they tend to be level. And in fact, they tend to be farther from the pain in big companies.

farther from the pain in big companies. farther from the pain in big companies. So if you're targeting bigger So if you're targeting bigger So if you're targeting bigger organizations, it's a reasonable organizations, it's a reasonable organizations, it's a reasonable approach to think bottom up. So you approach to think bottom up. So you approach to think bottom up. So you don't exclusively want to think bottom don't exclusively want to think bottom don't exclusively want to think bottom up. You also want to think about top up. You also want to think about top up. You also want to think about top down. But this is a great actual This is down. But this is a great actual This is down. But this is a great actual This is kind of classic ABM type stuff, right? kind of classic ABM type stuff, right? kind of classic ABM type stuff, right? This isn't particularly new, but it's a This isn't particularly new, but it's a This isn't particularly new, but it's a way to incorporate it into your outreach way to incorporate it into your outreach way to incorporate it into your outreach strategy. Um, look, you should know to strategy. Um, look, you should know to strategy. Um, look, you should know to avoid generic titles or emails. Um, but avoid generic titles or emails. Um, but avoid generic titles or emails. Um, but you know what? Sometimes you get a bunch you know what? Sometimes you get a bunch you know what? Sometimes you get a bunch of names and and folks at a company and of names and and folks at a company and of names and and folks at a company and you don't have enough job title you don't have enough job title you don't have enough job title information to actually distinguish. information to actually distinguish. information to actually distinguish. You've got to bake that into your You've got to bake that into your You've got to bake that into your thinking and you've got to probably be thinking and you've got to probably be thinking and you've got to probably be careful about how you engage those careful about how you engage those careful about how you engage those companies. The other thing, and this is companies. The other thing, and this is companies. The other thing, and this is probably one of my biggest talking probably one of my biggest talking probably one of my biggest talking points, but I'm not entirely sure what points, but I'm not entirely sure what points, but I'm not entirely sure what to call it, but um, everybody who's ever to call it, but um, everybody who's ever to call it, but um, everybody who's ever done any segmentation of a market has done any segmentation of a market has done any segmentation of a market has wanted revenue data in B2B, right? wanted revenue data in B2B, right? wanted revenue data in B2B, right? Right? If you're in B2B doing Right? If you're in B2B doing Right? If you're in B2B doing segmentation, you've asked for revenue segmentation, you've asked for revenue segmentation, you've asked for revenue data, that's probably how your sales data, that's probably how your sales data, that's probably how your sales team is thinking about their segments. team is thinking about their segments. team is thinking about their segments. And the reality is is unless it's a And the reality is is unless it's a And the reality is is unless it's a publicly traded company, all of that publicly traded company, all of that publicly traded company, all of that data is made up. There's no good revenue data is made up. There's no good revenue data is made up. There's no good revenue data about any company that doesn't data about any company that doesn't data about any company that doesn't publish their revenue. And so the publish their revenue. And so the publish their revenue. And so the problem with that is, you know, you're problem with that is, you know, you're problem with that is, you know, you're dealing with a really imperfect, dealing with a really imperfect, dealing with a really imperfect, imprecise metric. Much better is to use imprecise metric. Much better is to use imprecise metric. Much better is to use headcount as a proxy. Headcount is headcount as a proxy. Headcount is headcount as a proxy. Headcount is something they self-report. It's public something they self-report. It's public something they self-report. It's public information. It's often even on their information. It's often even on their information. It's often even on their LinkedIn profiles. So, you can actually LinkedIn profiles. So, you can actually LinkedIn profiles. So, you can actually target companies by headcount having a target companies by headcount having a target companies by headcount having a better sense for the budget that may

better sense for the budget that may better sense for the budget that may follow. Um, now that said, if they are follow. Um, now that said, if they are follow. Um, now that said, if they are an AI company, you may want to adjust an AI company, you may want to adjust an AI company, you may want to adjust that. That might be the the the that. That might be the the the that. That might be the the the exception to form the rule here, but exception to form the rule here, but exception to form the rule here, but generally speaking, this is true across generally speaking, this is true across generally speaking, this is true across the board. the board. the board. Now the next item sending only one Now the next item sending only one Now the next item sending only one campaign to every contact instead of campaign to every contact instead of campaign to every contact instead of multiple sequences. Um this is probably multiple sequences. Um this is probably multiple sequences. Um this is probably one of the biggest issues that I that I one of the biggest issues that I that I one of the biggest issues that I that I talked to people about kind of in the talked to people about kind of in the talked to people about kind of in the early days of using Hunter and that is early days of using Hunter and that is early days of using Hunter and that is they'll say hey you know we've done a they'll say hey you know we've done a they'll say hey you know we've done a campaign we sent a bunch of emails we campaign we sent a bunch of emails we campaign we sent a bunch of emails we dropped 10,000 emails into the market. dropped 10,000 emails into the market. dropped 10,000 emails into the market. Our reply rate didn't match what we'd Our reply rate didn't match what we'd Our reply rate didn't match what we'd hoped and so we're we don't think this hoped and so we're we don't think this hoped and so we're we don't think this works for us. Okay. The reason we have works for us. Okay. The reason we have works for us. Okay. The reason we have things like signals and other features things like signals and other features things like signals and other features in the product, this is not a I'm not in the product, this is not a I'm not in the product, this is not a I'm not harping on product here for a second, harping on product here for a second, harping on product here for a second, but I wanted to highlight the reason we but I wanted to highlight the reason we but I wanted to highlight the reason we have some of this capability is have some of this capability is have some of this capability is intentionally to try to give you new intentionally to try to give you new intentionally to try to give you new reasons, new new data points, new reasons, new new data points, new reasons, new new data points, new opportunities to continue to reach out. opportunities to continue to reach out. opportunities to continue to reach out. You're not going to get the timing right You're not going to get the timing right You're not going to get the timing right most of the time. You know, anywhere most of the time. You know, anywhere most of the time. You know, anywhere from two to 8% of your market are the from two to 8% of your market are the from two to 8% of your market are the only ones that are actively looking for only ones that are actively looking for only ones that are actively looking for a solution. What you're trying to do is a solution. What you're trying to do is a solution. What you're trying to do is maximize that touch point to get you the maximize that touch point to get you the maximize that touch point to get you the most benefit. You want to catch the most benefit. You want to catch the most benefit. You want to catch the folks that do feel pain intently, but folks that do feel pain intently, but folks that do feel pain intently, but you also want to make sure you're making you also want to make sure you're making you also want to make sure you're making an impression on those that don't get.

an impression on those that don't get. an impression on those that don't get. The way to keep that message in front of The way to keep that message in front of The way to keep that message in front of them is more than one sequence, right? them is more than one sequence, right? them is more than one sequence, right? You don't want to just constantly every You don't want to just constantly every You don't want to just constantly every single day be banging on people's doors, single day be banging on people's doors, single day be banging on people's doors, but you at least want to continue to but you at least want to continue to but you at least want to continue to keep that brand in front of them because keep that brand in front of them because keep that brand in front of them because the first time maybe they just dismissed the first time maybe they just dismissed the first time maybe they just dismissed it because the timing wasn't right or it because the timing wasn't right or it because the timing wasn't right or maybe their inbox was full. You've got maybe their inbox was full. You've got maybe their inbox was full. You've got to keep thinking about all the different to keep thinking about all the different to keep thinking about all the different things that influence your your things that influence your your things that influence your your recipient. And sometimes that was just a recipient. And sometimes that was just a recipient. And sometimes that was just a bad week. Has nothing to do with you, bad week. Has nothing to do with you, bad week. Has nothing to do with you, right? You actually keep having to drive right? You actually keep having to drive right? You actually keep having to drive that empathy when you write this because that empathy when you write this because that empathy when you write this because you have to understand the position of you have to understand the position of you have to understand the position of the recipient. And the reality is if the recipient. And the reality is if the recipient. And the reality is if you're only contacting one person or you're only contacting one person or you're only contacting one person or sending one campaign, you're leaving a sending one campaign, you're leaving a sending one campaign, you're leaving a lot of opportunity on the table. So lot of opportunity on the table. So lot of opportunity on the table. So emails that contain custom attributes emails that contain custom attributes emails that contain custom attributes either way they're speak to specific either way they're speak to specific either way they're speak to specific people or specific pain points again people or specific pain points again people or specific pain points again improve reply rates by at least half improve reply rates by at least half improve reply rates by at least half versus non-personalized emails. Again versus non-personalized emails. Again versus non-personalized emails. Again this is the difference between relevance this is the difference between relevance this is the difference between relevance personalization but I think it's a personalization but I think it's a personalization but I think it's a really important distinction. You got to really important distinction. You got to really important distinction. You got to do both. So when you're thinking about do both. So when you're thinking about do both. So when you're thinking about relevance you want to find the pain.

relevance you want to find the pain. relevance you want to find the pain. When you're thinking about even going When you're thinking about even going When you're thinking about even going further you want to find the acute whose further you want to find the acute whose further you want to find the acute whose hair is on fire to use Ruy's context hair is on fire to use Ruy's context hair is on fire to use Ruy's context from earlier. So, who has the problem? from earlier. So, who has the problem? from earlier. So, who has the problem? Who has the pain? What makes the impact? Who has the pain? What makes the impact? Who has the pain? What makes the impact? This is the framework. But let's talk This is the framework. But let's talk This is the framework. But let's talk about how should you prioritize send about how should you prioritize send about how should you prioritize send lists based on this hair on fire lists based on this hair on fire lists based on this hair on fire concept. The first item, look for things concept. The first item, look for things concept. The first item, look for things like hirings. Don't look at it like, oh, like hirings. Don't look at it like, oh, like hirings. Don't look at it like, oh, well, but I'm not hiring or I'm not well, but I'm not hiring or I'm not well, but I'm not hiring or I'm not looking for people that are hiring for a looking for people that are hiring for a looking for people that are hiring for a specific thing. Look at what the hiring specific thing. Look at what the hiring specific thing. Look at what the hiring tells you about the firm. Are they tells you about the firm. Are they tells you about the firm. Are they hiring what? Are they hiring no one? hiring what? Are they hiring no one? hiring what? Are they hiring no one? Have they announced some sort of Have they announced some sort of Have they announced some sort of downsizing? Do you see a lot of people downsizing? Do you see a lot of people downsizing? Do you see a lot of people from that company who are no longer from that company who are no longer from that company who are no longer there? These are all signals that allow there? These are all signals that allow there? These are all signals that allow you to identify activity that's going on you to identify activity that's going on you to identify activity that's going on in a business that will indicate how on in a business that will indicate how on in a business that will indicate how on fire their hair is about your problem. fire their hair is about your problem. fire their hair is about your problem. Use funding signals. Now, this doesn't Use funding signals. Now, this doesn't Use funding signals. Now, this doesn't affect everybody, but if the audience affect everybody, but if the audience affect everybody, but if the audience that you're trying to reach raises that you're trying to reach raises that you're trying to reach raises money, this is a great one. And and and money, this is a great one. And and and money, this is a great one. And and and I don't mean this as a literal like, I don't mean this as a literal like, I don't mean this as a literal like, "Oh, you've raised money. Let me send "Oh, you've raised money. Let me send "Oh, you've raised money. Let me send you an email about raising money."

you an email about raising money." you an email about raising money." Because having raised money, I can tell Because having raised money, I can tell Because having raised money, I can tell you the first thing that happens after you the first thing that happens after you the first thing that happens after you raise money because you hear from you raise money because you hear from you raise money because you hear from everyone in the world that wants to sell everyone in the world that wants to sell everyone in the world that wants to sell you something, that's not the right way you something, that's not the right way you something, that's not the right way to go. But you want to think about your to go. But you want to think about your to go. But you want to think about your audience and say, "Okay, after they've audience and say, "Okay, after they've audience and say, "Okay, after they've raised money, what are the things that raised money, what are the things that raised money, what are the things that they're going to do that I can help they're going to do that I can help they're going to do that I can help with? What's the timing of that thing? with? What's the timing of that thing? with? What's the timing of that thing? Uh when should I reach out?" Completely Uh when should I reach out?" Completely Uh when should I reach out?" Completely different example. If somebody hires an different example. If somebody hires an different example. If somebody hires an HR manager and you sell something to the HR manager and you sell something to the HR manager and you sell something to the HR department, is the day after they HR department, is the day after they HR department, is the day after they hire that person the right time to reach hire that person the right time to reach hire that person the right time to reach out? No. No. You probably want to wait a out? No. No. You probably want to wait a out? No. No. You probably want to wait a couple weeks. This is the kind of thing couple weeks. This is the kind of thing couple weeks. This is the kind of thing where you want to use signals, whether where you want to use signals, whether where you want to use signals, whether that's hiring or funding to try to drive that's hiring or funding to try to drive that's hiring or funding to try to drive either the first outreach or additional either the first outreach or additional either the first outreach or additional outreaches. I actually think signals is outreaches. I actually think signals is outreaches. I actually think signals is a great way to use that as a way to a great way to use that as a way to a great way to use that as a way to follow up two, three, four, four more follow up two, three, four, four more follow up two, three, four, four more times throughout the year. times throughout the year. times throughout the year. So the other thing that you can do is So the other thing that you can do is So the other thing that you can do is find additional kind of complimentary find additional kind of complimentary find additional kind of complimentary data. So let's say somebody is using and data. So let's say somebody is using and data. So let's say somebody is using and this is great because you know this is great because you know this is great because you know especially if you're selling based on especially if you're selling based on especially if you're selling based on what tech they use this is great. If a what tech they use this is great. If a what tech they use this is great. If a company is using let's say a competitor company is using let's say a competitor company is using let's say a competitor of yours or a product that maybe is the of yours or a product that maybe is the of yours or a product that maybe is the old version that you guys disrupt that's old version that you guys disrupt that's old version that you guys disrupt that's a buying signal that's buying a buying signal that's buying a buying signal that's buying opportunity and you can leverage that opportunity and you can leverage that opportunity and you can leverage that specifically. It's also possible that specifically. It's also possible that specifically. It's also possible that you can look at their website, look at you can look at their website, look at you can look at their website, look at some of the tech on their site. We some of the tech on their site. We some of the tech on their site. We actually have a tool that kind of does actually have a tool that kind of does actually have a tool that kind of does this and bakes this into discover. Um, this and bakes this into discover. Um, this and bakes this into discover. Um, but regardless, you can get this data but regardless, you can get this data but regardless, you can get this data from from other sources as well and that from from other sources as well and that from from other sources as well and that helps you actually identify maybe helps you actually identify maybe helps you actually identify maybe there's a technical pain. So, for

there's a technical pain. So, for there's a technical pain. So, for example, if somebody hasn't implemented example, if somebody hasn't implemented example, if somebody hasn't implemented a marketing system yet and you're a marketing system yet and you're a marketing system yet and you're selling tools that can help them, selling tools that can help them, selling tools that can help them, understanding the influence of that understanding the influence of that understanding the influence of that marketing system in their in their marketing system in their in their marketing system in their in their business cycle is really important. Um business cycle is really important. Um business cycle is really important. Um because if they don't have it, that's an because if they don't have it, that's an because if they don't have it, that's an opportunity to talk about a pain that opportunity to talk about a pain that opportunity to talk about a pain that they haven't, you know, solved yet. they haven't, you know, solved yet. they haven't, you know, solved yet. Looking at social media, that's kind of Looking at social media, that's kind of Looking at social media, that's kind of an obvious one, right? Looking at what an obvious one, right? Looking at what an obvious one, right? Looking at what they're saying on LinkedIn. If you I'm they're saying on LinkedIn. If you I'm they're saying on LinkedIn. If you I'm sure if you've gotten a cold email, sure if you've gotten a cold email, sure if you've gotten a cold email, you've probably gotten a cold email that you've probably gotten a cold email that you've probably gotten a cold email that says, "Hey, I really liked what you said says, "Hey, I really liked what you said says, "Hey, I really liked what you said on this post the other day." And then it on this post the other day." And then it on this post the other day." And then it goes on to talk and quotes you for, you goes on to talk and quotes you for, you goes on to talk and quotes you for, you know, quotes like a sentence of what you know, quotes like a sentence of what you know, quotes like a sentence of what you said. Sometimes that can be really said. Sometimes that can be really said. Sometimes that can be really effective if it seems to relate to the effective if it seems to relate to the effective if it seems to relate to the rest of the email. What I've seen is too rest of the email. What I've seen is too rest of the email. What I've seen is too often this gets automated and by the often this gets automated and by the often this gets automated and by the time you've, you know, you've got a list time you've, you know, you've got a list time you've, you know, you've got a list of a thousand, the likelihood that that of a thousand, the likelihood that that of a thousand, the likelihood that that sentence is relevant to the body of the sentence is relevant to the body of the sentence is relevant to the body of the email and to what you're pitching gets email and to what you're pitching gets email and to what you're pitching gets less and less. It's another reason to less and less. It's another reason to less and less. It's another reason to keep your list small as you can kind of keep your list small as you can kind of keep your list small as you can kind of cross-check things and make sure that cross-check things and make sure that cross-check things and make sure that it's going to be relevant. So use social it's going to be relevant. So use social it's going to be relevant. So use social media, look for these external media, look for these external media, look for these external opportunities, opportunities, opportunities, not just to send the first email and not not just to send the first email and not not just to send the first email and not just to personalize it, but as a way to just to personalize it, but as a way to just to personalize it, but as a way to engage with your list as frequently as engage with your list as frequently as engage with your list as frequently as you possibly can, but not too you possibly can, but not too you possibly can, but not too frequently.

frequently. frequently. And third, um, you've got to know who And third, um, you've got to know who And third, um, you've got to know who isn't on your list, right? This is just isn't on your list, right? This is just isn't on your list, right? This is just as important. It's just like if you're as important. It's just like if you're as important. It's just like if you're using a data tool and you're trying to using a data tool and you're trying to using a data tool and you're trying to figure out what to include or exclude. figure out what to include or exclude. figure out what to include or exclude. Same thing for trying to figure out who Same thing for trying to figure out who Same thing for trying to figure out who you should talk to. you should talk to. you should talk to. Now, Now, Now, this is a tough one because what does this is a tough one because what does this is a tough one because what does value mean in a in a cold outreach value mean in a in a cold outreach value mean in a in a cold outreach sequence? Um, that's tough and for each sequence? Um, that's tough and for each sequence? Um, that's tough and for each industry, it's probably a little bit industry, it's probably a little bit industry, it's probably a little bit different and maybe even each business. different and maybe even each business. different and maybe even each business. What I can tell you is what the What I can tell you is what the What I can tell you is what the recipients tell you, and that is that recipients tell you, and that is that recipients tell you, and that is that less than a third feel like the emails less than a third feel like the emails less than a third feel like the emails they receive actually deliver any value. they receive actually deliver any value. they receive actually deliver any value. one-third just think it's total like one-third just think it's total like one-third just think it's total like it's a total waste. And so you want to it's a total waste. And so you want to it's a total waste. And so you want to think not about like who not to send an think not about like who not to send an think not about like who not to send an email to, but you want to think about email to, but you want to think about email to, but you want to think about like if you're not targeting this like if you're not targeting this like if you're not targeting this person, how does that change the way you person, how does that change the way you person, how does that change the way you talk about the paint? How does that talk about the paint? How does that talk about the paint? How does that change the way you talk about their change the way you talk about their change the way you talk about their decision-making process? If the company decision-making process? If the company decision-making process? If the company is too big because they have large, long is too big because they have large, long is too big because they have large, long procurement cycles, think about how your procurement cycles, think about how your procurement cycles, think about how your email is going to hit that. That means email is going to hit that. That means email is going to hit that. That means there's a much longer cycle to get to there's a much longer cycle to get to there's a much longer cycle to get to get into the business to get your get into the business to get your get into the business to get your business, your opportunity sold. You business, your opportunity sold. You business, your opportunity sold. You just got to anticipate that. It also just got to anticipate that. It also just got to anticipate that. It also means that it tells you about where you means that it tells you about where you means that it tells you about where you are in the process. Right? If you're are in the process. Right? If you're are in the process. Right? If you're targeting somebody who's super small, targeting somebody who's super small, targeting somebody who's super small, maybe they can't afford you, but maybe maybe they can't afford you, but maybe maybe they can't afford you, but maybe they can act really quickly. If you're they can act really quickly. If you're they can act really quickly. If you're targeting somebody too big, maybe they targeting somebody too big, maybe they targeting somebody too big, maybe they can't act very quickly, but they can can't act very quickly, but they can can't act very quickly, but they can easily afford you, plus some. This is easily afford you, plus some. This is easily afford you, plus some. This is the kind of thing that you want to bake

the kind of thing that you want to bake the kind of thing that you want to bake into your outreach. And maybe it's the into your outreach. And maybe it's the into your outreach. And maybe it's the wrong industry, right? So maybe the wrong industry, right? So maybe the wrong industry, right? So maybe the company size is right, they've got the company size is right, they've got the company size is right, they've got the right person, but yeah, the industry is right person, but yeah, the industry is right person, but yeah, the industry is just enough different that they don't just enough different that they don't just enough different that they don't have exactly the same pain or they have exactly the same pain or they have exactly the same pain or they experience the pain differently. This is experience the pain differently. This is experience the pain differently. This is really important to try to think about really important to try to think about really important to try to think about how you're figuring out who to target how you're figuring out who to target how you're figuring out who to target and who not to target. Um, look, you and who not to target. Um, look, you and who not to target. Um, look, you can't really optimize for whether or not can't really optimize for whether or not can't really optimize for whether or not they're locked into a contract already, they're locked into a contract already, they're locked into a contract already, but you know your industry and you know but you know your industry and you know but you know your industry and you know how common that is and you've got to how common that is and you've got to how common that is and you've got to think about that in your outreach. Am I think about that in your outreach. Am I think about that in your outreach. Am I targeting somebody who is most likely targeting somebody who is most likely targeting somebody who is most likely going to be locked into a contract going to be locked into a contract going to be locked into a contract already? How does that change what I already? How does that change what I already? How does that change what I say? How does that change how that say? How does that change how that say? How does that change how that sequence should actually roll out and sequence should actually roll out and sequence should actually roll out and unfold? Is that once a week? Is that unfold? Is that once a week? Is that unfold? Is that once a week? Is that every other day? Like what does that every other day? Like what does that every other day? Like what does that mean to my actual message and my timing? mean to my actual message and my timing? mean to my actual message and my timing? And lastly is wrong location. Right? And lastly is wrong location. Right? And lastly is wrong location. Right? You've got to make sure you're not You've got to make sure you're not You've got to make sure you're not spending money to target a message to a spending money to target a message to a spending money to target a message to a group of people that you can't actually group of people that you can't actually group of people that you can't actually serve. Right? It would make no sense for serve. Right? It would make no sense for serve. Right? It would make no sense for me being in the US to target uh me being in the US to target uh me being in the US to target uh companies in Russia, right? There's companies in Russia, right? There's companies in Russia, right? There's sanctions, there's issues, there's sanctions, there's issues, there's sanctions, there's issues, there's nothing I can do to control that. Makes nothing I can do to control that. Makes nothing I can do to control that. Makes zero sense for them to be in my list. So zero sense for them to be in my list. So zero sense for them to be in my list. So that's another reason to go back and that's another reason to go back and that's another reason to go back and tear your list down. So in our products tear your list down. So in our products tear your list down. So in our products specifically the way you would do this specifically the way you would do this specifically the way you would do this this is in discover for example use this is in discover for example use this is in discover for example use excludes in your keyword right so let's excludes in your keyword right so let's excludes in your keyword right so let's say you're going after pipe say you're going after pipe say you're going after pipe manufacturers there's a difference manufacturers there's a difference manufacturers there's a difference between plastics pipe manufacturers and between plastics pipe manufacturers and between plastics pipe manufacturers and metal pipes manufacturers right use

metal pipes manufacturers right use metal pipes manufacturers right use excludes in your keywords and say excludes in your keywords and say excludes in your keywords and say something like you know metal pipe something like you know metal pipe something like you know metal pipe exclude plastic include right you could exclude plastic include right you could exclude plastic include right you could do something as specific as that to do something as specific as that to do something as specific as that to really narrow your list down that's a really narrow your list down that's a really narrow your list down that's a great way to do employee count as I great way to do employee count as I great way to do employee count as I already mentioned. Um, already mentioned. Um, already mentioned. Um, revenue range. This is one of those revenue range. This is one of those revenue range. This is one of those where if you're trying to use a proxy of where if you're trying to use a proxy of where if you're trying to use a proxy of employee account, if you don't have good employee account, if you don't have good employee account, if you don't have good revenue data because they're not revenue data because they're not revenue data because they're not publicly traded, this is harder, but publicly traded, this is harder, but publicly traded, this is harder, but sometimes you can get that information. sometimes you can get that information. sometimes you can get that information. And if they're way out of range because And if they're way out of range because And if they're way out of range because they're too small or too big, you can they're too small or too big, you can they're too small or too big, you can nail that. And then obviously nail that. And then obviously nail that. And then obviously technology. Um, let's say you know technology. Um, let's say you know technology. Um, let's say you know there's somebody that if they use this there's somebody that if they use this there's somebody that if they use this particular piece of technology, they're particular piece of technology, they're particular piece of technology, they're not a good fit. They're an anti-fit. You not a good fit. They're an anti-fit. You not a good fit. They're an anti-fit. You can also exclude that technology in your can also exclude that technology in your can also exclude that technology in your list building. Very important, very list building. Very important, very list building. Very important, very subtle kind of nuanced opportunities in subtle kind of nuanced opportunities in subtle kind of nuanced opportunities in list building, but it's going to help. list building, but it's going to help. list building, but it's going to help. Now, when you put all this together, Now, when you put all this together, Now, when you put all this together, this is where really where the power this is where really where the power this is where really where the power comes, right? You're you're building a comes, right? You're you're building a comes, right? You're you're building a list of who your best customers are. list of who your best customers are. list of who your best customers are. you're taking 10 to 20 putting putting you're taking 10 to 20 putting putting you're taking 10 to 20 putting putting those into whatever tool you're using those into whatever tool you're using those into whatever tool you're using and saying let me look for patterns. How and saying let me look for patterns. How and saying let me look for patterns. How are they labeled by industry? Is there a are they labeled by industry? Is there a are they labeled by industry? Is there a commonality? Um a lot of times you know commonality? Um a lot of times you know commonality? Um a lot of times you know what you'll find is they report what you'll find is they report what you'll find is they report different industries because maybe different industries because maybe different industries because maybe there's different divisions and so you there's different divisions and so you there's different divisions and so you actually have to expand your industry actually have to expand your industry actually have to expand your industry reach and then use keywords to drill reach and then use keywords to drill reach and then use keywords to drill that down. Um obviously I think our that down. Um obviously I think our that down. Um obviously I think our discover tool is really good at this. Uh discover tool is really good at this. Uh discover tool is really good at this. Uh we've just improved our AI capabilities we've just improved our AI capabilities we've just improved our AI capabilities in discover to make this even more

in discover to make this even more in discover to make this even more accessible to people. Um add intent accessible to people. Um add intent accessible to people. Um add intent signals, make that a part of your list signals, make that a part of your list signals, make that a part of your list building, your target. The keywords, as building, your target. The keywords, as building, your target. The keywords, as I mentioned, excludes finding more than I mentioned, excludes finding more than I mentioned, excludes finding more than one decision maker or influencer in the one decision maker or influencer in the one decision maker or influencer in the company, and then focusing on that company, and then focusing on that company, and then focusing on that relevance. When you put all of that relevance. When you put all of that relevance. When you put all of that together, you're already at a better together, you're already at a better together, you're already at a better baseline for that sequence than probably baseline for that sequence than probably baseline for that sequence than probably any other sequence. Now, we're going to we're going to share Now, we're going to we're going to share the recording. Um, I'm sure James is the recording. Um, I'm sure James is the recording. Um, I'm sure James is going to share the materials. I would going to share the materials. I would going to share the materials. I would encourage you to screenshot the encourage you to screenshot the encourage you to screenshot the checklist. I'm not going to read the checklist. I'm not going to read the checklist. I'm not going to read the checklist to you. Uh, we don't have time checklist to you. Uh, we don't have time checklist to you. Uh, we don't have time for that. But, you know, this is a great for that. But, you know, this is a great for that. But, you know, this is a great way before you go to create your next way before you go to create your next way before you go to create your next list or your next sequence, go through list or your next sequence, go through list or your next sequence, go through this checklist and ask yourself, do I this checklist and ask yourself, do I this checklist and ask yourself, do I have the right ICP? Is it narrow enough? have the right ICP? Is it narrow enough? have the right ICP? Is it narrow enough? Is it specific enough? Um, have I Is it specific enough? Um, have I Is it specific enough? Um, have I separated ability to buy from willing to separated ability to buy from willing to separated ability to buy from willing to buy? Do I know that I'm targeting the buy? Do I know that I'm targeting the buy? Do I know that I'm targeting the right sets of things there? Do I know right sets of things there? Do I know right sets of things there? Do I know who my prioritized market is? This is who my prioritized market is? This is who my prioritized market is? This is this is a much more granular way of this is a much more granular way of this is a much more granular way of thinking about ICP, which is a much much thinking about ICP, which is a much much thinking about ICP, which is a much much more focused way to do it. That also more focused way to do it. That also more focused way to do it. That also allows you to exclude who's not your allows you to exclude who's not your allows you to exclude who's not your ICP. Find the top two, three people at ICP. Find the top two, three people at ICP. Find the top two, three people at the company that you think can influence the company that you think can influence the company that you think can influence the buying decision. Smaller segments, the buying decision. Smaller segments, the buying decision. Smaller segments, custom attributes, and then never, ever, custom attributes, and then never, ever, custom attributes, and then never, ever, ever send one campaign and stop. You've ever send one campaign and stop. You've ever send one campaign and stop. You've got to think about a minimum. I think a got to think about a minimum. I think a got to think about a minimum. I think a minimum rule of thumb is at least one minimum rule of thumb is at least one minimum rule of thumb is at least one sequence per quarter. Now, it shouldn't sequence per quarter. Now, it shouldn't sequence per quarter. Now, it shouldn't be like 20 messages, right? Like, but be like 20 messages, right? Like, but be like 20 messages, right? Like, but like I think there's a sweet spot around like I think there's a sweet spot around like I think there's a sweet spot around three to four messages in a sequence.

three to four messages in a sequence. three to four messages in a sequence. Um, but think about that. A three-step Um, but think about that. A three-step Um, but think about that. A three-step sequence in a quarter and then don't sequence in a quarter and then don't sequence in a quarter and then don't come back again until the next quarter come back again until the next quarter come back again until the next quarter starts to give you the ability to manage starts to give you the ability to manage starts to give you the ability to manage how frequently you're touching uh their how frequently you're touching uh their how frequently you're touching uh their inbox and how frequently you're getting inbox and how frequently you're getting inbox and how frequently you're getting your brand in front of them. You don't your brand in front of them. You don't your brand in front of them. You don't want to overdo it. Well, James, I sort of uh jumped ahead Well, James, I sort of uh jumped ahead here, didn't I? And I talked a little here, didn't I? And I talked a little here, didn't I? And I talked a little bit about the discover AI assistant bit about the discover AI assistant bit about the discover AI assistant prior. prior. prior. >> No worries. >> No worries. >> No worries. >> R, you want to talk about this? >> R, you want to talk about this? >> R, you want to talk about this? >> Yeah, I just want to take the >> Yeah, I just want to take the >> Yeah, I just want to take the opportunity to very quickly uh show opportunity to very quickly uh show opportunity to very quickly uh show something that we are about to release something that we are about to release something that we are about to release tomorrow. tomorrow. tomorrow. Um, let me just share my screen. Give me Um, let me just share my screen. Give me Um, let me just share my screen. Give me one second. one second. one second. All right. All right. All right. So this is something not yet available. So this is something not yet available. So this is something not yet available. It will be available in the upcoming It will be available in the upcoming It will be available in the upcoming hours uh likely tomorrow. Uh as Matt hours uh likely tomorrow. Uh as Matt hours uh likely tomorrow. Uh as Matt mentioned, we basically revamped our uh mentioned, we basically revamped our uh mentioned, we basically revamped our uh AI capabilities within discover. So AI capabilities within discover. So AI capabilities within discover. So again, the tool that allows you to again, the tool that allows you to again, the tool that allows you to basically define your ICP and identify basically define your ICP and identify basically define your ICP and identify the people you actually want to be the people you actually want to be the people you actually want to be targeted to. And um I just wanted to to targeted to. And um I just wanted to to targeted to. And um I just wanted to to show you very quickly how it works and show you very quickly how it works and show you very quickly how it works and the power it has. Uh and now going back the power it has. Uh and now going back the power it has. Uh and now going back to the example I was using before to the example I was using before to the example I was using before proposely remember that we were proposely remember that we were proposely remember that we were targeting uh basically marketing and targeting uh basically marketing and targeting uh basically marketing and creative agencies uh with uh between 10 creative agencies uh with uh between 10 creative agencies uh with uh between 10 to 15 employees founded somewhere to 15 employees founded somewhere to 15 employees founded somewhere between 2015 and 2022 and based on the

between 2015 and 2022 and based on the between 2015 and 2022 and based on the US. So now instead of just going to each US. So now instead of just going to each US. So now instead of just going to each individual uh attribute and defining the individual uh attribute and defining the individual uh attribute and defining the filters, I can just type a natural filters, I can just type a natural filters, I can just type a natural language query and as you will see language query and as you will see language query and as you will see basically the assistant will interpret basically the assistant will interpret basically the assistant will interpret your request and it will define uh the your request and it will define uh the your request and it will define uh the filters for us. And now you see that filters for us. And now you see that filters for us. And now you see that basically what it did it identified uh basically what it did it identified uh basically what it did it identified uh obviously the headquarters location to obviously the headquarters location to obviously the headquarters location to be the United States. And then it be the United States. And then it be the United States. And then it decided as a first step to use um as decided as a first step to use um as decided as a first step to use um as defining elements for this ICP the the defining elements for this ICP the the defining elements for this ICP the the first step would be to use keywords like first step would be to use keywords like first step would be to use keywords like marketing agency or creative agency with marketing agency or creative agency with marketing agency or creative agency with the size we have specified and the the size we have specified and the the size we have specified and the funding uh dates that we have also funding uh dates that we have also funding uh dates that we have also identified. So you already see that you identified. So you already see that you identified. So you already see that you already have two more than 2,000 uh already have two more than 2,000 uh already have two more than 2,000 uh companies matching that specific ICP. Um companies matching that specific ICP. Um companies matching that specific ICP. Um our tool will not only help you in the our tool will not only help you in the our tool will not only help you in the first step because this is usually first step because this is usually first step because this is usually defining in the ICP is usually a very defining in the ICP is usually a very defining in the ICP is usually a very iterative uh process. So we already will iterative uh process. So we already will iterative uh process. So we already will get recommendations to either expand to get recommendations to either expand to get recommendations to either expand to decrease uh the size of your list. So decrease uh the size of your list. So decrease uh the size of your list. So for example in this case the uh our for example in this case the uh our for example in this case the uh our assistant is suggesting us to um apply a assistant is suggesting us to um apply a assistant is suggesting us to um apply a different uh filter option to see what different uh filter option to see what different uh filter option to see what happens. So basically it just added more happens. So basically it just added more happens. So basically it just added more um keywords like marketing agency was um keywords like marketing agency was um keywords like marketing agency was already there, creative agency was already there, creative agency was already there, creative agency was already there but now it's also included already there but now it's also included already there but now it's also included advertising agency, digital agency or advertising agency, digital agency or advertising agency, digital agency or branding agency. But let's say actually

branding agency. But let's say actually branding agency. But let's say actually I don't think my specific product I don't think my specific product I don't think my specific product actually is useful for branding actually is useful for branding actually is useful for branding agencies. So I can basically exclude all agencies. So I can basically exclude all agencies. So I can basically exclude all of them. Uh or also I don't want to go of them. Uh or also I don't want to go of them. Uh or also I don't want to go into the advertising industry. So I can into the advertising industry. So I can into the advertising industry. So I can also ex exclude that. Um now we are back also ex exclude that. Um now we are back also ex exclude that. Um now we are back to somewhere close to 2,000 companies. to somewhere close to 2,000 companies. to somewhere close to 2,000 companies. And now the next step is to uh after I And now the next step is to uh after I And now the next step is to uh after I identified my ICP, so the companies that identified my ICP, so the companies that identified my ICP, so the companies that match what you want to target, um now match what you want to target, um now match what you want to target, um now the next step is basically to find the the next step is basically to find the the next step is basically to find the people that work in these companies that people that work in these companies that people that work in these companies that I might want to reach out to. And for I might want to reach out to. And for I might want to reach out to. And for this very specific example, if you this very specific example, if you this very specific example, if you recall, uh these are uh companies recall, uh these are uh companies recall, uh these are uh companies between with between 11 people to 50 between with between 11 people to 50 between with between 11 people to 50 people. So likely the person that feels people. So likely the person that feels people. So likely the person that feels the pain of uh getting those contracts the pain of uh getting those contracts the pain of uh getting those contracts signed is either the owner, CEO or head signed is either the owner, CEO or head signed is either the owner, CEO or head of business development. So let's see if of business development. So let's see if of business development. So let's see if we can find those people in our list. we can find those people in our list. we can find those people in our list. Yeah. So CEOs, we have a lot of them. Uh Yeah. So CEOs, we have a lot of them. Uh Yeah. So CEOs, we have a lot of them. Uh let's say CEO.

let's say CEO. let's say CEO. Oops. And now let's go and say business Oops. And now let's go and say business Oops. And now let's go and say business development. Uh let's see if we have managers for Uh let's see if we have managers for example or vice presidents. example or vice presidents. example or vice presidents. And now we get 337 people. Still a lot. And now we get 337 people. Still a lot. And now we get 337 people. Still a lot. So we might want to nail that down a bit So we might want to nail that down a bit So we might want to nail that down a bit further. Uh let's say that for some further. Uh let's say that for some further. Uh let's say that for some reason my product has some specificity reason my product has some specificity reason my product has some specificity that uh it will resonate more to people that uh it will resonate more to people that uh it will resonate more to people in California. For example, for some uh in California. For example, for some uh in California. For example, for some uh legal reason. So I can go and say I just legal reason. So I can go and say I just legal reason. So I can go and say I just want to look into people that are want to look into people that are want to look into people that are located in California located in California located in California in the United States. in the United States. in the United States. There we go. And now we are have a list There we go. And now we are have a list There we go. And now we are have a list of 44 people where we can just basically of 44 people where we can just basically of 44 people where we can just basically take them all take them all take them all and reveal it into a specific list that and reveal it into a specific list that and reveal it into a specific list that I can create. Let's call it I don't know I can create. Let's call it I don't know I can create. Let's call it I don't know proposely proposely proposely first target list. first target list. first target list. And there we go. So with this after this And there we go. So with this after this And there we go. So with this after this iterative process in defining the ICP um iterative process in defining the ICP um iterative process in defining the ICP um very easy very straightforward um you very easy very straightforward um you very easy very straightforward um you already get a list. You can take that already get a list. You can take that already get a list. You can take that list and basically enroll it into list and basically enroll it into list and basically enroll it into sequences and start uh building your sequences and start uh building your sequences and start uh building your outreach campaign.

outreach campaign. outreach campaign. Again not yet available but very soon to Again not yet available but very soon to Again not yet available but very soon to be available. >> How very soon? Keep in mind, Ruie, that >> How very soon? Keep in mind, Ruie, that some people in our audience might think some people in our audience might think some people in our audience might think very soon means six months. very soon means six months. very soon means six months. >> No, no, no. >> No, no, no. >> No, no, no. >> Some might think it's tomorrow. So, >> Some might think it's tomorrow. So, >> Some might think it's tomorrow. So, like, give us like, give us like, give us >> tomorrow. >> tomorrow. >> tomorrow. >> Closer to tomorrow. Okay. >> Closer to tomorrow. Okay. >> Closer to tomorrow. Okay. >> Tomorrow. >> Tomorrow. >> Tomorrow. >> Yeah. I think that's important for the >> Yeah. I think that's important for the >> Yeah. I think that's important for the audience to know that we're talking in audience to know that we're talking in audience to know that we're talking in days and hours, not weeks and months. days and hours, not weeks and months. days and hours, not weeks and months. That's great, Ruie. Thank you. All That's great, Ruie. Thank you. All That's great, Ruie. Thank you. All right, Q&A time. Um, and I see we've got right, Q&A time. Um, and I see we've got right, Q&A time. Um, and I see we've got a number of questions uh that have come a number of questions uh that have come a number of questions uh that have come in and in the chat. James has done a in and in the chat. James has done a in and in the chat. James has done a good job of pulling the ones in chat. good job of pulling the ones in chat. good job of pulling the ones in chat. So, thank you. Um Stephie, I just So, thank you. Um Stephie, I just So, thank you. Um Stephie, I just answered yours uh in the conversation, answered yours uh in the conversation, answered yours uh in the conversation, but just to share with everybody, um but just to share with everybody, um but just to share with everybody, um Stephie asked about uh Ruie had selected Stephie asked about uh Ruie had selected Stephie asked about uh Ruie had selected the United States and was wondering how the United States and was wondering how the United States and was wondering how granular you can scale. Um city in granular you can scale. Um city in granular you can scale. Um city in discover is currently the most granular discover is currently the most granular discover is currently the most granular level. We do have customers who will level. We do have customers who will level. We do have customers who will enrich contacts with zip code data as enrich contacts with zip code data as enrich contacts with zip code data as custom fields and they will use that custom fields and they will use that custom fields and they will use that level of granularity in the product.

level of granularity in the product. level of granularity in the product. more of that kind of functionality for more of that kind of functionality for more of that kind of functionality for targeting is coming to Hunter. Uh but targeting is coming to Hunter. Uh but targeting is coming to Hunter. Uh but isn't you know zip code data is not in isn't you know zip code data is not in isn't you know zip code data is not in the product today. So that's something the product today. So that's something the product today. So that's something that you can do. I I've actually used that you can do. I I've actually used that you can do. I I've actually used our Google spreadsheet integration to do our Google spreadsheet integration to do our Google spreadsheet integration to do that for myself. Um so it's something that for myself. Um so it's something that for myself. Um so it's something you can do today. All right, let's just go through the All right, let's just go through the list. list. list. Okay, so Stephie also has another Okay, so Stephie also has another Okay, so Stephie also has another follow-up here. Our company is scaling follow-up here. Our company is scaling follow-up here. Our company is scaling rapidly and automating everything. Good rapidly and automating everything. Good rapidly and automating everything. Good job. uh we don't have time to analyze job. uh we don't have time to analyze job. uh we don't have time to analyze individual clients, create a 100 individual clients, create a 100 individual clients, create a 100 segments a day. I need to process two to segments a day. I need to process two to segments a day. I need to process two to 10,000 leads efficiently. How do I 10,000 leads efficiently. How do I 10,000 leads efficiently. How do I automate that so it's not so it's you automate that so it's not so it's you automate that so it's not so it's you know as good as could be? Um know as good as could be? Um know as good as could be? Um all right, this is all right, this is all right, this is >> that's a tough one. >> that's a tough one. >> that's a tough one. >> I'm going to get as specific as I can >> I'm going to get as specific as I can >> I'm going to get as specific as I can without knowing more about your industry without knowing more about your industry without knowing more about your industry and things, but um and things, but um and things, but um the best way I've seen is you put one the best way I've seen is you put one the best way I've seen is you put one large list. So let's say you need 10,000 large list. So let's say you need 10,000 large list. So let's say you need 10,000 leads. Build a large TAM list in leads. Build a large TAM list in leads. Build a large TAM list in discover or whatever and bring that into discover or whatever and bring that into discover or whatever and bring that into leads and then from there break the leads and then from there break the leads and then from there break the segments down differently. Geography, segments down differently. Geography, segments down differently. Geography, job title, department, whatever, job title, department, whatever, job title, department, whatever, whatever makes the most sense as a way whatever makes the most sense as a way whatever makes the most sense as a way to constrain the messaging and the to constrain the messaging and the to constrain the messaging and the targeting to that audience. That should targeting to that audience. That should targeting to that audience. That should allow you to break each list down by, allow you to break each list down by, allow you to break each list down by, let's say, from 10,000 to 10 lists of let's say, from 10,000 to 10 lists of let's say, from 10,000 to 10 lists of 1,000. Once you get it to that level, 1,000. Once you get it to that level, 1,000. Once you get it to that level, you then have yet another lever that you you then have yet another lever that you you then have yet another lever that you can pull, which is going to be looking

can pull, which is going to be looking can pull, which is going to be looking at all of those by the additional at all of those by the additional at all of those by the additional constraint. So if you did job title constraint. So if you did job title constraint. So if you did job title first, you can do geography second. So first, you can do geography second. So first, you can do geography second. So the idea is you want to try to only use the idea is you want to try to only use the idea is you want to try to only use like one or two levers. That's really like one or two levers. That's really like one or two levers. That's really most of what where most of the benefit most of what where most of the benefit most of what where most of the benefit comes. But you take that large list and comes. But you take that large list and comes. But you take that large list and that allows you to break that down into that allows you to break that down into that allows you to break that down into a small set of segments that have one or a small set of segments that have one or a small set of segments that have one or two matching criteria that's unique to two matching criteria that's unique to two matching criteria that's unique to them. That is often just enough to take them. That is often just enough to take them. That is often just enough to take your message and to tweak it just enough your message and to tweak it just enough your message and to tweak it just enough that it's more relevant and then to use that it's more relevant and then to use that it's more relevant and then to use personalization capabilities in the personalization capabilities in the personalization capabilities in the email to take it the rest of the way. email to take it the rest of the way. email to take it the rest of the way. That's not the ideal ideal, but if That's not the ideal ideal, but if That's not the ideal ideal, but if you're trying to focus on automation and you're trying to focus on automation and you're trying to focus on automation and scale, which I encourage all of you to scale, which I encourage all of you to scale, which I encourage all of you to do, um, this is the best way to do that. do, um, this is the best way to do that. do, um, this is the best way to do that. Hopefully that helps. Uh, Stephie, I Hopefully that helps. Uh, Stephie, I Hopefully that helps. Uh, Stephie, I tried to get the right level of tried to get the right level of tried to get the right level of specificity there, but uh, yeah, if you specificity there, but uh, yeah, if you specificity there, but uh, yeah, if you have follow-ups, ple please, uh, you have follow-ups, ple please, uh, you have follow-ups, ple please, uh, you know, please please message them in the know, please please message them in the know, please please message them in the chat. chat. chat. All right, here's a message from Alex. All right, here's a message from Alex. All right, here's a message from Alex. Uh, any way to include job title for Uh, any way to include job title for Uh, any way to include job title for clients who are looking to hire when clients who are looking to hire when clients who are looking to hire when reaching out to those clients to reaching out to those clients to reaching out to those clients to customize blah blah blah? Yes. Okay. Um, customize blah blah blah? Yes. Okay. Um, customize blah blah blah? Yes. Okay. Um, I want to make sure I understand the I want to make sure I understand the I want to make sure I understand the question. Are you looking at targeting question. Are you looking at targeting question. Are you looking at targeting people who have a specific job title or people who have a specific job title or people who have a specific job title or targeting companies that have a specific targeting companies that have a specific targeting companies that have a specific job available? Um, if you don't mind uh job available? Um, if you don't mind uh job available? Um, if you don't mind uh clarifying that, Alex, I'll I'll follow clarifying that, Alex, I'll I'll follow clarifying that, Alex, I'll I'll follow that up and uh be more specific.

that up and uh be more specific. that up and uh be more specific. I'm looking at chat in case Alex and if I'm looking at chat in case Alex and if I'm looking at chat in case Alex and if Alex has already left. Alex has already left. Alex has already left. >> Alex has left. Yeah. >> Alex has left. Yeah. >> Alex has left. Yeah. >> Yeah. But I guess >> Yeah. But I guess >> Yeah. But I guess >> I guess we can answer both, right? >> I guess we can answer both, right? >> I guess we can answer both, right? >> Go for it. >> Go for it. >> Go for it. >> The first one definitely it's super >> The first one definitely it's super >> The first one definitely it's super easy. Job title is one of the easy. Job title is one of the easy. Job title is one of the attributes. So if you just want to attributes. So if you just want to attributes. So if you just want to mention the job title of the people you mention the job title of the people you mention the job title of the people you are reaching out to in the sequence, are reaching out to in the sequence, are reaching out to in the sequence, it's just a traditional attribute you it's just a traditional attribute you it's just a traditional attribute you can use. The second one which is the can use. The second one which is the can use. The second one which is the case where um you want to mention the case where um you want to mention the case where um you want to mention the job opening that that person that you job opening that that person that you job opening that that person that you are reaching out to has available. Then are reaching out to has available. Then are reaching out to has available. Then yes, you can create custom attributes uh yes, you can create custom attributes uh yes, you can create custom attributes uh with job titles that are open and use with job titles that are open and use with job titles that are open and use that custom attribute then in the that custom attribute then in the that custom attribute then in the sequence to automatically personalize sequence to automatically personalize sequence to automatically personalize the emails for everyone in your the emails for everyone in your the emails for everyone in your audience. Definitely that can be the audience. Definitely that can be the audience. Definitely that can be the case. case. case. Thanks Alex Thanks Alex Thanks Alex is not here but hopefully you watch the is not here but hopefully you watch the is not here but hopefully you watch the recording. Let's take a look at a recording. Let's take a look at a recording. Let's take a look at a question from Aaron. One of the issues question from Aaron. One of the issues question from Aaron. One of the issues I'm finding so far is the limit of 15 I'm finding so far is the limit of 15 I'm finding so far is the limit of 15 automated emails per day. Can I increase automated emails per day. Can I increase automated emails per day. Can I increase the amount? Uh, sublet a few. Yes. So, the amount? Uh, sublet a few. Yes. So, the amount? Uh, sublet a few. Yes. So, um, if you have a new email or you're um, if you have a new email or you're um, if you have a new email or you're just trying to be abundantly cautious, just trying to be abundantly cautious, just trying to be abundantly cautious, um, we set 15 per day as the floor for um, we set 15 per day as the floor for um, we set 15 per day as the floor for new customers just to make sure that you new customers just to make sure that you new customers just to make sure that you don't do anything that would damage your don't do anything that would damage your don't do anything that would damage your deliverability. Think about this as just deliverability. Think about this as just deliverability. Think about this as just a guardrail we put in place to make sure a guardrail we put in place to make sure a guardrail we put in place to make sure that somebody doesn't accidentally do that somebody doesn't accidentally do that somebody doesn't accidentally do something that they're not as familiar something that they're not as familiar something that they're not as familiar with yet. So, we set the limit of 15.

with yet. So, we set the limit of 15. with yet. So, we set the limit of 15. You can edit that in the product. So you You can edit that in the product. So you You can edit that in the product. So you can go into Hunter and adjust your can go into Hunter and adjust your can go into Hunter and adjust your settings and you can increase that level settings and you can increase that level settings and you can increase that level and that's something that you can and that's something that you can and that's something that you can control to a certain extent. We do I control to a certain extent. We do I control to a certain extent. We do I think have a hard cap though that is think have a hard cap though that is think have a hard cap though that is roughly the threshold that Google or roughly the threshold that Google or roughly the threshold that Google or Outlook say is the amount of emails you Outlook say is the amount of emails you Outlook say is the amount of emails you should send a day. should send a day. should send a day. >> Yeah, >> Yeah, >> Yeah, >> I want to say that number is about 500. >> I want to say that number is about 500. >> I want to say that number is about 500. And so I think we cap at like two to 250 And so I think we cap at like two to 250 And so I think we cap at like two to 250 um because most customers are using um because most customers are using um because most customers are using their own email for this and they're their own email for this and they're their own email for this and they're sending emails themselves. And so you sending emails themselves. And so you sending emails themselves. And so you don't want it to be maxed out at that don't want it to be maxed out at that don't want it to be maxed out at that 500 because you don't actually get to 500 because you don't actually get to 500 because you don't actually get to send all of the emails in that case. So send all of the emails in that case. So send all of the emails in that case. So yes, Erin, yes, there's a way to do yes, Erin, yes, there's a way to do yes, Erin, yes, there's a way to do that. Go into settings in the that. Go into settings in the that. Go into settings in the application um and you should be able to application um and you should be able to application um and you should be able to to make that adjustment right away. It's to make that adjustment right away. It's to make that adjustment right away. It's always good for the first couple of always good for the first couple of always good for the first couple of weeks to keep that number low weeks to keep that number low weeks to keep that number low >> and then once you get past the first two >> and then once you get past the first two >> and then once you get past the first two three weeks you can start to increase three weeks you can start to increase three weeks you can start to increase the scale the scale the scale >> and if you go today uh actually we >> and if you go today uh actually we >> and if you go today uh actually we launched that this morning uh you launched that this morning uh you launched that this morning uh you already have uh what we call progressive already have uh what we call progressive already have uh what we call progressive sending which is a way uh that allows sending which is a way uh that allows sending which is a way uh that allows you to progressively increase that daily you to progressively increase that daily you to progressively increase that daily limit into some in a safe way uh up to limit into some in a safe way uh up to limit into some in a safe way uh up to the limit you define. uh so you can go the limit you define. uh so you can go the limit you define. uh so you can go from 15 15 to 50 in a progressive manner from 15 15 to 50 in a progressive manner from 15 15 to 50 in a progressive manner automatically with minor risks but I automatically with minor risks but I automatically with minor risks but I want to highlight yes you can configure want to highlight yes you can configure want to highlight yes you can configure that to whatever value uh you want uh that to whatever value uh you want uh that to whatever value uh you want uh but we do recommend to keep it uh but we do recommend to keep it uh but we do recommend to keep it uh somewhere around 50 at most uh because

somewhere around 50 at most uh because somewhere around 50 at most uh because above that the risk of you being flagged above that the risk of you being flagged above that the risk of you being flagged as spam by email providers starts to as spam by email providers starts to as spam by email providers starts to increase significantly. So you need to increase significantly. So you need to increase significantly. So you need to be judicious there in terms of how many be judicious there in terms of how many be judicious there in terms of how many emails you send per day. >> There is a question from Stephie which >> There is a question from Stephie which is can you filter the contacts by is can you filter the contacts by is can you filter the contacts by language um not natively in the app language um not natively in the app language um not natively in the app because users language is not something because users language is not something because users language is not something that we have as part of the metadata. that we have as part of the metadata. that we have as part of the metadata. This is one of those examples where you This is one of those examples where you This is one of those examples where you can run a process to enrich your leads can run a process to enrich your leads can run a process to enrich your leads using thirdparty data sources that would using thirdparty data sources that would using thirdparty data sources that would include something like language. Um, include something like language. Um, include something like language. Um, I'll be honest, I've never tried that, I'll be honest, I've never tried that, I'll be honest, I've never tried that, so I don't actually have a good data so I don't actually have a good data so I don't actually have a good data source in mind for you. Um, so I don't source in mind for you. Um, so I don't source in mind for you. Um, so I don't know. I think maybe you could use their know. I think maybe you could use their know. I think maybe you could use their LinkedIn location to potentially do LinkedIn location to potentially do LinkedIn location to potentially do that. That's a not a precise instrument, that. That's a not a precise instrument, that. That's a not a precise instrument, but at least would give you something. but at least would give you something. but at least would give you something. Um, I'll think about that some more, Um, I'll think about that some more, Um, I'll think about that some more, Stephie. I think this is a really Stephie. I think this is a really Stephie. I think this is a really interesting uh way to segment and um it interesting uh way to segment and um it interesting uh way to segment and um it seems doable, but I'm not sure where we seems doable, but I'm not sure where we seems doable, but I'm not sure where we would get that data just yet.

would get that data just yet. would get that data just yet. And then Ezra asks about UK county And then Ezra asks about UK county And then Ezra asks about UK county filters. Um especially for the UK where filters. Um especially for the UK where filters. Um especially for the UK where you know something like West Sussex, you know something like West Sussex, you know something like West Sussex, West Midlands, not West Midlands, not West Midlands, not Dingghamshire. It's in New England. What Dingghamshire. It's in New England. What Dingghamshire. It's in New England. What we do is we just drop 50% of the we do is we just drop 50% of the we do is we just drop 50% of the letters. Sorry if I mispronounced the letters. Sorry if I mispronounced the letters. Sorry if I mispronounced the town. uh we discount everything New town. uh we discount everything New town. uh we discount everything New England so it's just sort of growing on England so it's just sort of growing on England so it's just sort of growing on me I guess um that is not something that me I guess um that is not something that me I guess um that is not something that you can do today this is kind of like my you can do today this is kind of like my you can do today this is kind of like my zip code comment you can enrich leads zip code comment you can enrich leads zip code comment you can enrich leads with that information just not natively with that information just not natively with that information just not natively in Hunter today although I'm sure given in Hunter today although I'm sure given in Hunter today although I'm sure given the fact that Ruy and I are on this call the fact that Ruy and I are on this call the fact that Ruy and I are on this call we're both thinking that gosh that we're both thinking that gosh that we're both thinking that gosh that should probably be added soon so no date should probably be added soon so no date should probably be added soon so no date on that but I would say that's coming on that but I would say that's coming on that but I would say that's coming our Google Sheets integration is our Google Sheets integration is our Google Sheets integration is actually a really good way to do this. actually a really good way to do this. actually a really good way to do this. So, this is a little fun hack for So, this is a little fun hack for So, this is a little fun hack for everybody who's still on the call or everybody who's still on the call or everybody who's still on the call or watches the recording. watches the recording. watches the recording. Hunter has an integration with Google Hunter has an integration with Google Hunter has an integration with Google Sheets which allows you to honestly you Sheets which allows you to honestly you Sheets which allows you to honestly you can build the sheet d you can build all can build the sheet d you can build all can build the sheet d you can build all the data in the sheet directly or you the data in the sheet directly or you the data in the sheet directly or you can export a lead list from Hunter can export a lead list from Hunter can export a lead list from Hunter import that or open that in Google import that or open that in Google import that or open that in Google Sheets and then you can actually use Sheets and then you can actually use Sheets and then you can actually use Gemini which is built into Google Sheets Gemini which is built into Google Sheets Gemini which is built into Google Sheets and you can essentially enrich your and you can essentially enrich your and you can essentially enrich your leads using AI using Gemini and it will leads using AI using Gemini and it will leads using AI using Gemini and it will add things like um the the something add things like um the the something add things like um the the something like town, zip code, c county for those like town, zip code, c county for those like town, zip code, c county for those who are interested like Stephie in who are interested like Stephie in who are interested like Stephie in getting more and more granular with your getting more and more granular with your getting more and more granular with your targeting. Ezra, this is a great thing targeting. Ezra, this is a great thing targeting. Ezra, this is a great thing that you can do today and it allows you

that you can do today and it allows you that you can do today and it allows you to get the best benefits of what's to get the best benefits of what's to get the best benefits of what's available for free in AI versus what's available for free in AI versus what's available for free in AI versus what's already built in. It's a great already built in. It's a great already built in. It's a great combination of the two things. We're combination of the two things. We're combination of the two things. We're working on ways to make that more working on ways to make that more working on ways to make that more streamlined, but I don't want you to streamlined, but I don't want you to streamlined, but I don't want you to feel like just because it's not built in feel like just because it's not built in feel like just because it's not built in right now. It's it's not doable. You can right now. It's it's not doable. You can right now. It's it's not doable. You can absolutely do it manually. It doesn't absolutely do it manually. It doesn't absolutely do it manually. It doesn't actually take a lot either. It's just actually take a lot either. It's just actually take a lot either. It's just not native for now. And I think James, keep me honest here. And I think James, keep me honest here. Is that all the questions? Is that all the questions? Is that all the questions? >> Well, I just wanted to add something >> Well, I just wanted to add something >> Well, I just wanted to add something about following up on the progressive uh about following up on the progressive uh about following up on the progressive uh sending. Uh I think it was Amry that sending. Uh I think it was Amry that sending. Uh I think it was Amry that mentioned that progressive sending is mentioned that progressive sending is mentioned that progressive sending is equal to email account warm-up. Not equal to email account warm-up. Not equal to email account warm-up. Not exactly. Uh so we'll also have some news exactly. Uh so we'll also have some news exactly. Uh so we'll also have some news about that in the upcoming weeks. But about that in the upcoming weeks. But about that in the upcoming weeks. But just to clarify, what we release with just to clarify, what we release with just to clarify, what we release with progressive sending is just a way for progressive sending is just a way for progressive sending is just a way for you to increase your daily limits. So you to increase your daily limits. So you to increase your daily limits. So how many actual real emails you send per how many actual real emails you send per how many actual real emails you send per day, we progressively increase that day, we progressively increase that day, we progressively increase that number so that you do not face a um a number so that you do not face a um a number so that you do not face a um a high risk of just speeding up too soon.

high risk of just speeding up too soon. high risk of just speeding up too soon. That's I just wanted to clarify that That's I just wanted to clarify that That's I just wanted to clarify that because email warm-up is a different because email warm-up is a different because email warm-up is a different thing where you actually generate thing where you actually generate thing where you actually generate artificial traffic to uh artificially artificial traffic to uh artificially artificial traffic to uh artificially increase the reputation of your inbox. increase the reputation of your inbox. increase the reputation of your inbox. We'll have some news about that coming We'll have some news about that coming We'll have some news about that coming soon, but that's not what progressive soon, but that's not what progressive soon, but that's not what progressive sending is. Um, there was a message in chat that I Um, there was a message in chat that I was just getting ready to answer. Uh, was just getting ready to answer. Uh, was just getting ready to answer. Uh, Freeworld Imports asked, "Do I need to Freeworld Imports asked, "Do I need to Freeworld Imports asked, "Do I need to purchase credits as I go or is there an purchase credits as I go or is there an purchase credits as I go or is there an easier way to do that?" So, our easier way to do that?" So, our easier way to do that?" So, our subscription levels today give you a subscription levels today give you a subscription levels today give you a certain quota of credits that you can certain quota of credits that you can certain quota of credits that you can use out of the box. Um, and so free use out of the box. Um, and so free use out of the box. Um, and so free world, I'm calling you free world like world, I'm calling you free world like world, I'm calling you free world like that's your name, but uh this is a way that's your name, but uh this is a way that's your name, but uh this is a way for you to do that. um you can for you to do that. um you can for you to do that. um you can essentially use those credits if you essentially use those credits if you essentially use those credits if you sign up monthtomonth that allows you to sign up monthtomonth that allows you to sign up monthtomonth that allows you to kind of dial in what your credit volume kind of dial in what your credit volume kind of dial in what your credit volume likely is. But if you get to a point likely is. But if you get to a point likely is. But if you get to a point where you feel like you have an idea, where you feel like you have an idea, where you feel like you have an idea, you can also purchase annually and that you can also purchase annually and that you can also purchase annually and that brings all of your credits forward and brings all of your credits forward and brings all of your credits forward and so you can get your whole year's worth so you can get your whole year's worth so you can get your whole year's worth of credits up front which gives you a of credits up front which gives you a of credits up front which gives you a lot of flexibility about how you use lot of flexibility about how you use lot of flexibility about how you use credits. um which reduces the need to credits. um which reduces the need to credits. um which reduces the need to buy credits as you go until you get to a buy credits as you go until you get to a buy credits as you go until you get to a place where you've sort of tapped out place where you've sort of tapped out place where you've sort of tapped out your credits. Either way is fine. You your credits. Either way is fine. You your credits. Either way is fine. You can go monthtomonth to do it or you can can go monthtomonth to do it or you can can go monthtomonth to do it or you can buy annual to get some more control.

buy annual to get some more control. buy annual to get some more control. Either way, in both cases, if you need Either way, in both cases, if you need Either way, in both cases, if you need to go over a quota, you can absolutely to go over a quota, you can absolutely to go over a quota, you can absolutely just buy new credits. Um that we've did just buy new credits. Um that we've did just buy new credits. Um that we've did that intentionally because there's kind that intentionally because there's kind that intentionally because there's kind of big jumps in our customer base in of big jumps in our customer base in of big jumps in our customer base in terms of how many credits they use and terms of how many credits they use and terms of how many credits they use and we didn't want to have like a hundred we didn't want to have like a hundred we didn't want to have like a hundred different plans. So, you can go with different plans. So, you can go with different plans. So, you can go with starter, buy additional credits. If you starter, buy additional credits. If you starter, buy additional credits. If you get to the growth threshold, it's get to the growth threshold, it's get to the growth threshold, it's probably cheaper to just go to growth probably cheaper to just go to growth probably cheaper to just go to growth and do the same thing again. Um, we've and do the same thing again. Um, we've and do the same thing again. Um, we've done that to try to maximize the cost done that to try to maximize the cost done that to try to maximize the cost benefit for you so that you can control benefit for you so that you can control benefit for you so that you can control how you're spending your credits. Um, so how you're spending your credits. Um, so how you're spending your credits. Um, so free world. Hope that helps. free world. Hope that helps. free world. Hope that helps. We do have uh we do have one question We do have uh we do have one question We do have uh we do have one question from uh Magusari who um I think maybe if from uh Magusari who um I think maybe if from uh Magusari who um I think maybe if we hear a little more clarification we hear a little more clarification we hear a little more clarification Magisari, it sounds as though you are Magisari, it sounds as though you are Magisari, it sounds as though you are sending emails but you're either not sending emails but you're either not sending emails but you're either not seeing the responses that are automatic seeing the responses that are automatic seeing the responses that are automatic replies or um you are getting responses. replies or um you are getting responses. replies or um you are getting responses. Um I think that this is probably a Um I think that this is probably a Um I think that this is probably a question where we'd be able to help you question where we'd be able to help you question where we'd be able to help you better uh off off the webinar. Um, I better uh off off the webinar. Um, I better uh off off the webinar. Um, I would love to I would love to get an would love to I would love to get an would love to I would love to get an email just from you, Magazpar, just to email just from you, Magazpar, just to email just from you, Magazpar, just to get a little more information so that I get a little more information so that I get a little more information so that I can make sure that I give you exactly uh can make sure that I give you exactly uh can make sure that I give you exactly uh what you need in terms of help.

what you need in terms of help. what you need in terms of help. >> Thanks, James. >> Thanks, James. >> Thanks, James. Any other questions? This is a ask us Any other questions? This is a ask us Any other questions? This is a ask us anything. This is kind of like a little anything. This is kind of like a little anything. This is kind of like a little mini AMA here at the end. We've got uh I mini AMA here at the end. We've got uh I mini AMA here at the end. We've got uh I think we're almost at time or we're at think we're almost at time or we're at think we're almost at time or we're at time, but we can we can certainly hang time, but we can we can certainly hang time, but we can we can certainly hang on for a couple more minutes if there's on for a couple more minutes if there's on for a couple more minutes if there's any additional questions. Great. Great. >> Well, >> Well, >> Well, oh, I see Ezra typing. We'll give it one oh, I see Ezra typing. We'll give it one oh, I see Ezra typing. We'll give it one more second. You're going to squeak in more second. You're going to squeak in more second. You're going to squeak in under the wire, Ezra. under the wire, Ezra. under the wire, Ezra. >> No pressure, though. >> No pressure, though. >> No pressure, though. >> Oh, it's just a >> Oh, it's just a >> Oh, it's just a >> All right, no worries. I hung around for >> All right, no worries. I hung around for >> All right, no worries. I hung around for no reason. Well, listen everybody, thank no reason. Well, listen everybody, thank no reason. Well, listen everybody, thank you so much. I'm glad you stayed. Um, you so much. I'm glad you stayed. Um, you so much. I'm glad you stayed. Um, hope this content was valuable. Give us hope this content was valuable. Give us hope this content was valuable. Give us some feedback. We're we're constantly some feedback. We're we're constantly some feedback. We're we're constantly trying to optimize this. and trying to optimize this. and trying to optimize this. and >> Ruie James. Nice job, guys. >> Ruie James. Nice job, guys. >> Ruie James. Nice job, guys. >> Thank you everyone. >> Thank you everyone. >> Thank you everyone. >> Thank you everyone for attending. Have a >> Thank you everyone for attending. Have a >> Thank you everyone for attending. Have a great