Outbound teams usually get the latest subscription to Apollo or ZoomInfo. 9/10 times they don’t see results. From a list-building perspective here is why:
Deliverability: These data providers are fundamentally flawed. A verified list of contacts to us is around 98.5% deliverable, to them it’s about 70-90%. This means that 10-30% of our messaging will bounce. Big problem for mailer reputation in 2024.
Contact Saturation: If you use 1 data platform and you are selling a SaaS product to US-based sales teams, 11-50 employees. Usually, you aren’t the only one. These sales tools will probably have data for 50% of your TAM, if it’s not US then possibly even lower. To add to this, every outbound team is hitting the same people, making the prospect’s mailbox saturated.
Poor Engagement: Once you have received your 15th cold email of the day, you aren’t likely to consider the 16th. If everyone is hammering the latest sales director’s mailbox with the same “your LinkedIn is inspiring” message. They are most certainly not going to engage.
Here is how we fix that
Note: We are still going to hit these people as we might get some leads, but we want to focus on the 50% of the market which isn’t being picked up by your sole data provider and aggregate 15+ sales tools to find them at a fraction of the cost.
Step 1: Use an Apollo, Sales Navigator, ZoomInfo Scraper. Export Apollo is my weapon of choice. (25 mins)
We can successfully export around 100k contacts for $300-350. This would cost an arm and a leg with any sales platform subscription, not to mention the data quality being sub-par.
Step 2: Upload the list to Better Contact and map the fields (2 mins)
Better Contact is a great tool which allows you to use 15+ data providers on a credit basis, enriching for emails/phone numbers that were missing. Verify all of your data and enrich it to find better emails in replacement of our “risky” contacts.
Step 3: Start Enriching (25 mins)
Better Contact utilises an AI-driven waterfall model where it simply just tests your full TAM against all of the popular data providers until it finds a reliable match.
Step 4: Push Leads to your Engagement Platform (25 mins)
You will be notified when the enrichment is complete and it will give you statistics of how it performed. The good news is, that you have successfully mapped your whole TAM and found the contacts which were unreachable before. All you need to do is upload this list straight to your sales engagement platform and run the campaigns.
Terminology:
TAM: Total Addressable Market, your full market of who could possibly buy from you.
Enrichment: The action of sourcing new information, in this case it’s emails and phone numbers.
Sales Engagement Platform: The software you use to send sales messaging or facilitate cold calls.
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