Kyle Norton
speaker
290 appearances
1 recordings
1 series
first heard Aug 2024
last heard Aug 2024
Kyle Norton’s voice in public audio — every appearance, attributed to the second.
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The second piece, and this is equally as important, I've had a bunch of conversations on this topic, is you have to nail your prospect data.
I think if you take one thing away from this talk, this is the slide.
Before you hit the gas to scale your sales teams, scale spend, whether it's performance marketing,
or outbound, whatever it might be, you have to figure out how you can identify high fit customers in the ecosystem and get them into your sales funnel.
Harder inbound because performance marketing, you're casting a very wide net.
but we've done a bunch of things.
We've taken entire audiences out of Snowflake, put them into our ad platforms.
If you're targeting and dequeuing is really on point, if your reps are really careful about dequeuing poorly fit leads, that feedback goes back to the ad platforms and they'll get smarter.
Not 100%, but it will help.
But on the outbound side,
which everybody's trying to figure out, everybody's trying to figure out how to make outbound be efficient, this is where you have full control.
And where we just drew a really hard line, it's always a higher threshold for outbound in terms of deal quality than for inbound.
And we found this data in the world.
And so the very quick version of this,
is we bought a restaurant marketing database.
We scraped the, so our market's like 300,000 mom and pop restaurants.
We scraped 50,000 of the highest probability fits into our Snowflake instance, and then ran a series of scrapers and enrichers on that entire database to pull in whatever information we could find online.
So we would scrape their website, pull in data, their Google profile, their Facebook page, everything that had a digital footprint.
We ran web scrapers, and then we built a machine learning model internally to give us a probabilistic score of that account.
Once we had that account, then you need to nail your contact quality.
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