My Inbound-Led Outbound Playbook
My Inbound-Led Outbound Playbook
This is what I think brand is today. It's human-human sales. It's people
forming genuine connections with ideas that we have, with thoughts that we
share, with us writing back to them in the comments.
It's not just documenting. It's not just working in public. It's like takes
that we've developed over time, you know, doing this.
And it's like the perspective that Santo Shaniah and very soon Pete and Diana
bring to the table that allows us to say things that are basically worth
reading.
It's very expensive. It takes a lot of effort. But we are creating what I
believe is the best content. Full stop.
The key to it. Alec would say, headline is everything. Key is focused on, and I
'm getting pretty good at it, but he's created it.
Like the perfect headline is what matters more than literally anything else.
And then just like any entertainment, it's like every line's got to make you
want to read the next line.
And then if you want engagement, you wrap it up with something coy that
delivers a dopamine hit.
I think there's some SEO quality that like is a long, beautiful post keeps them
on the page. So LinkedIn thinks it's better or whatever.
One thing I think it's hard to get out of a ghostwriter is every post we make
is the best version of itself that it can be.
Which again, if somebody's running an agency and they have a lot of clients and
they're writing and these people are whatever, it's like, I just didn't
experience that.
The second point is probably 25% of the posts, maybe once every week or two, we
say DM me if you're interested in or like we give a link to a wait list or
whatever.
We're agitating the problem that we know exists out there that we're solving
for.
People can only get company level website visit resolution.
Like we know from conversations and from LinkedIn posts that everyone wants to
know who the person is.
It's pretty easy for us to write a post about the shortcomings of the other
technologies and then be like, by the way, if you want us to solve this for you
and close with the loop in ABM, click this link, DM me, whatever.
This has been a phenomenal strategy.
It's so much volume that we have to have people managing the inboxes for us.
And it's literally led to 300 calls and 2000 people on our wait list for this
new product.
I read how to do well on LinkedIn or whatever and they're like, respond to over
five comments in 15 minutes.
I try to respond to every comment.
Full stop.
Two reasons.
One, I think that our community, which is going to be a huge part of building
out RB to be, is being born here.
And I think brand these days.
This is what it is.
It is a social profile that is forming relationships with people and it's
comment by comment, in my opinion.
If community isn't part of your go to market play, ignore this one.
I think this is how you build affinity around a brand these days and sell
things into it.
And the other benefit of it is it gives you fodder for future posts.
Like I've learned so much about like in the intent market, some guy wrote me
this amazing post about how the intent signal that they're selling is a buying
signal is actually a content
consumption signal.
It's not a buying intent signal, right?
Like, which I didn't know that before he wrote it.
And that turned into this whole amazing post that got us, you know, 200 phone
calls and like whatever, because we were very intelligently breaking down the
pain that people feel in the market.
Make other people influencers.
We started with Santosh.
You and I have slightly different styles.
We're going to try to get Pete posting twice a week about, you know, part of
what we're trying to do is scale this company without people using a chat box
and having Pete sort of document
that journey and interesting points of view he's going to have along the way of
doing that.
I think it's a story the world wants.
The goal is like at some point, anybody in an ideal customer profile, when they
open LinkedIn, like we're at the top of their feed, just kind of organically.
How does this flywheel get actioned in a self-serving way?
We're using our tool to do that.
Somebody in our ideal customer profile interacts with this content.
So like the Facebook's distribution part, they come back to our site.
We're identifying them when they're in the ideal customer profile. We connect
with them on LinkedIn.
We hit them with an email.
We write them a message in LinkedIn the next day.
We hit them with another email.
And that is basically the flywheel.
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