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Prospecting for Leads

Sales Navigator: Targeting Previous Customers

2 min
Average Score

Jed Mahrle

Head of Outbound Sales at Milkshake

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In the realm of sales, finding warm leads is akin to striking gold. These are individuals who are already familiar with your brand, making them more receptive to your offerings. One effective strategy for uncovering such leads involves targeting individuals who previously worked for your customers but have since moved on to other companies. In this blog post, we'll delve deeper into this technique, exploring how you can implement it using Sales Navigator to enhance your prospecting efforts.

Understanding the Strategy:

Imagine having a list of prospects who not only understand the value of your products or services but also have a pre-existing relationship with your brand. That's precisely what targeting past employees of your customers offers. These individuals possess insider knowledge about your offerings and may still hold a positive sentiment toward your company, making them prime candidates for conversion.

The full walkthrough is in this session, so make sure to watch it to uncover the details of this strategy!

Step-by-Step Implementation:

  1. Open a Lead Search and Identify Past Customers:
  2. Begin by launching Sales Navigator and navigating to the lead search section. Here, your goal is to identify individuals who previously worked for your customers. Start by adding the names of around 10 of your largest customers to the "past company" criteria. The more customers you add, the broader your pool of potential leads becomes.
  3. Define Ideal Customer Profile (ICP) Criteria:
  4. Once you've pinpointed past customers, it's time to further refine your search by defining your Ideal Customer Profile (ICP) criteria. Consider factors such as company size, industry, and specific job titles. For example, you might focus on targeting VPs of Sales within your chosen industries.
  5. Review and Reach Out:
  6. After applying the ICP criteria, you'll receive a curated list of prospects who fit your desired profile. It's crucial to save this search as a "saved search" to receive updated results as new individuals match your criteria. Now comes the exciting part – reaching out to these warm leads.

Crafting Personalized Outreach:

Personalization is key when engaging with warm leads. Start by using the prospect's first name and mentioning their current and previous companies in the subject line of your email. This personalized approach significantly increases the chances of your email being opened and read. For instance, a subject line like "LinkedIn + InnovX Games: An Opportunity for Collaboration" captures attention and sparks curiosity.

In the body of your message, acknowledge the prospect's previous employment with one of your customers and highlight the common ground between your companies. Share insights about how your products or services can add value to their new organization, backed by thorough research on their current company's pain points and needs.

Nurturing Relationships:

Remember, warm leads are valuable assets that require careful nurturing. Focus on building genuine relationships rather than pushing for immediate sales. Engage in meaningful conversations, provide valuable insights, and offer solutions tailored to their specific challenges. By demonstrating genuine interest and offering tangible value, you pave the way for long-term partnerships and increased conversions.

Incorporating the strategy of targeting individuals who previously worked for your customers into your sales approach can yield significant rewards. By leveraging their existing familiarity with your brand and products, you can establish rapport quickly and increase the likelihood of conversion. Implement these steps using Sales Navigator and watch as your pipeline fills with qualified, receptive leads.

For more insights and resources on leveraging warm leads and optimizing your sales strategies, stay tuned for future updates. Remember, success in sales often hinges on leveraging relationships and providing value at every touchpoint. Happy prospecting!

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