(Bookmark this if you’re in a hurry).
CONTEXT: Vendr is a procurement platform targeting finance teams working in tech companies and located in North America.
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PART 1: Validate the segment(s) to target
Step 1:
- Go to apollo/salesnav
- Extract all the companies matching my ICP
- Tech companies in North America (100 - 1k+ employees)
Step 2:
- Use Clay
- Find the tech stack used for each company
- Only keep tools relevant to Vendr's platform
Step 3:
- Create custom objects in the CRM
- Store the "tech stack" insights
- Add the # of tools found for each company
→ The goal is to identify companies that struggle the most to get their job done without Vendr — the more tools they have, the bigger the pain is.
PART 2: Focus on low-hanging fruits
Step 1:
- Go to clay
- Find CFO/CIO who recently changed jobs
- Identify job ads mentioning “procurement”
- Export the insights in my CRM
Step 2:
- Create a target account list
- Identify champions who changed job
- Then fall back to hiring signals
- Exclude companies contacted the last 3M
→ Companies hiring your ICP is one of the strongest buying signals. Because it usually means that the pain had become big enough, that they now need help to solve it.
PART 3: Personalize the outreach
Step 1:
- Prioritize the efforts on “ready-to-buy” accounts
- Companies with key events or signals identified
- Personalize the outreach based on their pain/context
Step 2:
- Fall back to “qualified” accounts
- Companies matching my ICP but with no signal identified
- Focus on a soft call CTA (access to a SaaS benchmark)
→ I'd run ads on Linkedin for 2-4 weeks and promote the SaaS benchmark. By the time I reach out, they'd feel like they already saw Vendr somewhere — inception effect baby! 🤟
Results: A list of target accounts with key information about their current context. Use this to explain why you're reaching out and why it matters now.
Next step: I'd try to convince the tech team to build a free tool — you add your website URL, we identify your tech stack and we estimate how much you could save using Vendr. All of that automatically :)
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First time you see my face?
Hey I'm Alexis 🤟
I help B2B tech companies scale using AI.
This post was originally shared by Alexis- M. on Linkedin.