SaaS Interviews with CEOs, Startups, Founders
How we use LinkedIn to get 61 inbound 5-figure opportunities in the first year
25 Oct 2022
Chapter 1: How did the founders leverage LinkedIn for inbound opportunities?
Hey folks, hope your Q3 and Q4 is off to a good start. We just wrapped up Founder 500 in Austin, Texas. Hundreds of bootstrap founders showed up. It was an amazing time. I loved meeting so many of you.
This interview today is a recording from that session, which you're gonna love because now we have visuals, we have the founder teaching, and I made every single speaker include their revenue graphs and real artifacts in their presentations. Without further ado, let's jump in.
You are listening to Conversations with Nathan Latka, where I sit down and interview the top SaaS founders, like Eric Wan from Zoom. If you'd like to subscribe, go to getlatka.com.
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Up next, we've got Vladimir Blagojevich from Fulfill Funnel IO, who's going to be talking about how to leverage LinkedIn to get 61 inbound five-figure opportunities in the first year. All right. Hello. My name is Vlad and I'm co-founder of fullfunnel.io. And I want to tell you about how we use LinkedIn to land five and six-figure opportunities, all inbound, all without spending money on the ads.
So... What I want to explain over the next 20 minutes essentially is how LinkedIn works if you're selling five, six-figure deals, the framework that we use for LinkedIn, and what kind of results can you expect and when.
After that, I want to show you how to drive awareness in demand so that you're not reaching out cold to people and then how to actually start conversations in a way that you're getting 80% acceptance rate, 40% plus response rate and you're actually driving those opportunities.
so we are an early stage uh started with two people last year i did a quarter million we are going to the half million this year we work with brands b2b sas companies with five or six figure deals helping them in account based marketing which is what we focus on
And usually the idea is that from your target list you should be able to generate opportunities with at least 20% of your target accounts. That's the approach. So let's start with the first part. So how does LinkedIn work for B2B SaaS companies with high annual contract value? And sharing also my framework and what kind of results you can expect.
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Chapter 2: What framework does the guest use for LinkedIn marketing?
It's just amazing how many people are reaching out to us. And this is a big one. And we call them outreach triggers. It's simply like you have different triggers that you can use to reach out to people so you're not reaching out to them cold. And the best trigger you have is actually people engaging with your content.
So people engaging with the content that you're sharing is probably the best trigger. These are usually, like I mentioned, 80 plus percent, 40 plus percent response rate, high acceptance rate, like having good conversation, meaningful conversations. They're not necessarily immediately sales conversations, but are conversations about a topic that... you know, you can help them with, right?
So you can have a very meaningful conversation very fast. And by the way, if they are actually buying, if they're in the buying mode, they will be, like in this example, they will be reaching out to you and you will soon start to have a discussion that will lead into an actual qualified opportunity.
A big one for us, we are like two Eastern European dudes and like nobody, you know, like Vladimir Blagojevich, my co-founder is Andriy Zinkevich, like who the fuck are you guys, right? And so what helps a lot is
by you know connecting also to people like nathan like why am i here it's exactly because of our linkedin activity andre got invited two times by nathan on his podcast he invited us to speak here we got invited we get invited to you know big conferences uh this is the biggest podcast will be growth biggest podcast in our space and over time you start building relationship with the influencers
influencers in your industry, whomever they are, right? So we are talking about a very specific influencers in the industry and you can do stuff with them.
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Chapter 3: How can you drive awareness and demand on LinkedIn?
We do, for example, last March, we did a summit, a virtual summit, more than 5,000 people subscribed. It was just amazing because of the people who were speaking there. So it was a little bit like Nathan is doing here. live and in person, we did it online just because we were there with the right people.
And what happens as well sometimes, and some of you may know Pip from Austin, we built really good relationship with him. And after a while, this is kind of like the really nice result is you start getting referrals from people who have influence in your industry. And this is like one of the largest deals we closed. came through a referral like that.
Okay, so these were the seven different, so I showed you the framework, just the high-level overview, you know, you remember you were targeting those buyers, and I showed you the different results that you're going to expect, so I want to share with you two more pieces, like the first one is like how do you drive this awareness and demand, and like very practically,
How do you create content for LinkedIn in a way that's not going to take you too much time? And I spoke about these different activities like posting, commenting, engaging. But I want to just mention two important things. And I already spoke about this.
People want to focus on the decision makers, but you actually have a bunch of other people who are connected to your buyers, who your buyers trust, who your buyers... you know, have a relationship with that you can be influencing. And the way that we look at it is you have, obviously, you have the target buyers, you have their colleagues, you have the complete committee. We spoke about it.
But then you have people we call engagers. So these are people who are never going to buy from you. There are people from the industry maybe trying to do the same thing as you're trying to do on LinkedIn, right? To trying to grow their business. audience following, etc. So they're engaging with your content and they're helping you spread the word.
They are kind of your proxy, they are connected to the buyers, or they're just like also helping with, you know, social proof because you're getting more engagement and all of these things. You have the industry influencers, I spoke about them. You want to be proactively building a relationship with them.
And you have niche media owners, people who run a podcast like Nathan, run a podcast, organize events, etc. You want to be connected with them because obviously you get that extra credibility, extra exposure. And you also have partner brands. So, for example, we ran at the beginning of last year, we ran five
partner webinars with, we partner with martech companies, marketing technology companies, they have our same audience but we are not competing and so we drove like more than 2,000 signups and you know I remember closing like at least like three different deals just out of those partner webinars very quickly after that.
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