First some context:
- They sell a vertical intent data tool for companies selling to developers and technical roles (think Datadog, Snowflake etc)
- ICP: CRO, VP Sales, VP Marketing at these companies
- ACV: $35k (mid-market)
- They raised a small Seed round last year
Here are the two GTM motions they're running:
1. Linkedin outbound + personalized ABM landing page
Simple cold outreach to their ICP on Linkedin. What's different is what they send in the message: A link to a custom landing page personalized to both that account AND person (think a hero section calling out "Hey Sebastian from Datadog").
The rest of the landing page is a couple screenshots of real-world intent signals they've collected for that SPECIFIC account (think a screenshot of a Discord message from a developer mentioning a Datadog competitor and saying they're considering switching).
Then a simple CTA if they'd like to get more of these signals. Super high conversion rate.
They've semi-automated most this landing page creation process and have HUNDREDS of them.
2. Conferences + personalized ABM deck
They attend developer conferences (eg. "AWS re:Invent") even though they themselves don't sell to developers. Because guess who is manning all the booths at these conferences? The sales and GTM people of companies who DO sell to developers (which *is* their ICP).
Before going to the conference, they make a list of all the exhibitors and create a custom pitch deck similar to the above landing page, calling out the specific company with screenshots of real-world intent data for that specific company.
And then they literally just walk from booth to booth with their laptop in hand and demoing their product to the sales team manning the booths (and because they don't need to buy an expensive booth or sponsorship for this, they just buy regular attendee tickets).
When he showed me the conversion rates they're getting, it blew my mind.
Brilliant stuff.
This post was originally shared by Finn Thormeier on Linkedin.