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Building Your Lifeline on Inbound
Breaking into Strategic Accounts
1. What is Dynamic Prospecting?
Static prospecting is the traditional way of segmenting a list – demographics, firmographics, technographics. Great broad strokes that build your Qualified TAM list. But it doesn’t answer – why now? And it requires manual refreshes.
Dynamic prospecting is using automated triggers, events, and other data sources to prompt your outreach. It is event-based data (instead of “object-based data”).
Think of it this way: most static data will not change in a 60-90 day window. The company will still be in the same industry, their CRM tech stack will still be mostly the same, their growth rate won’t substantially change.
Most dynamic data will change in a 60-90 day window. They will hire a new senior leader, they will raise funds, they will layoff or hire a lot of people, they’ll purchase new tech, they will get inundated with poor G2 reviews, etc.
This dynamic data is what demonstrates it’s a good reason to reach out today vs. 60 days from now.
Republishing the example trigger ideas from the Account and Lead Lists module here:
Full credit to Jesse Oulette for this wonderful list. We could add a couple but honestly… this is a great starting point.
Expansion / Relocation
New job / position for a current contact
Increase / Decrease in Customer Base
Dissatisfaction with Current Vendor
Increase in Hiring Velocity
Positive / Negative Press Coverage
Creation of New Job Title
Increase in positive / negative employee reviews
Increase in Business Expenses
Increase in positive / negative reviews on G2
Competitor Launched a New Product
New website / major website changes
Website security issues / prospect website issues
Increase in demand for prospect’s product
Change in Management Strategy/Restructuring
Selling Assets / cutting losses
Shift in Sales Channel (Inbound vs. Outbound)
Company facing piracy issues
Increase/Decrease in Marketing Budget
Creation of new job title
Entrance into New Markets
Change in Marketing Channel
Increase in software expenses
Major Customer Announcement
Change in web traffic
New Product/Service Announcement
Q&A threads related to prospect questions
Major Industry Development
New technology trend
Change in Marketing Agency
New Tool Adoption
2. Automate Your Dynamic Prospecting
The good news: data is your friend. When prospecting into larger accounts, you do not want to manually scrape for this data. Instead, you will want to create an automated workflow that allows you to gather the trigger data without additional effort.
We’re outlining two key automation tools that are fairly simple to setup for dynamic prospecting, but there are many additional ways to create this automation stack.
The goal is simple: create a flow of information, based on key triggers, that indicate the timing is right to start warming up the account and reaching out.
3. Dynamic Triggers with Sales Nav Saved Searches
Use Sales Navigator to create an Account search based on the qualification criteria you laid out in the Account and Lead Lists module.
Now, save the search in the top right corner.
LinkedIn will prompt you to save this account. The important thing is to give it a descriptive name. Don’t settle for just a bunch of meaningless data points. You’ll want to provide future you the context.
Now you can find these saved searches at the top on the right hand side of the search bar.
Use Sales Navigator to create a Lead search within a Qualified TAM list. As mentioned in Account and Lead Lists, we’re not a huge fan of using Lead lists for effective outbound.
But, as you’re prospecting into enterprise accounts, lead searches are an excellent opportunity to more effectively prospect into organizations.
- Filter the search by your saved Qualified TAM Account List
- Search for specific leads by Job Titles, Mentioned in the News, and/or Seniority Level (or any other lead filter that makes sense)
- Save the search with a context-providing name
Imagine these scenarios.
Scenario 1: A CEO of a company in your Qualified TAM list was mentioned in the news for a big transformative push they’re championing inside their organization. LinkedIn will now update that saved search for you with that CEO so you can do deeper digging.
Scenario 2: A Senior Director of Data Analytics was just added to a company. These roles are usually great champions for your product. LinkedIn will update that saved search for you with the new Senior Director so you can view their profile, tier their profile (Tier 1, 2, 3), and start engaging with them effectively.
How it Works
LinkedIn updates every saved search daily. So as new accounts or leads fit the criteria based on the available data inside LinkedIn, there will be new results in your saved search.
- Use account searches to identify new accounts that meet your base level of qualification (Qualified TAM) and spark further research
- Use lead searches to identify new personas within your Qualified TAM list to spark further research and conversation
4. Dynamic Triggers with Google Alerts
Google Alerts helps you scrape the web for insights.
Let’s say we’re prospecting into Walgreens. We’re going to set up a Google Alert based on the CEO (Roz Brewer) and “acquisition” to keep tabs on when the CEO is talking about acquiring companies.
This is what it looks like:
I can use the provided optional filters to filter down my results – only getting news from certain regions of the world, how often I want to receive this update, what languages, etc.
You can also filter by specific sources on Google – only looking for new videos, for example, or only alerts from News instead of everything else.
There are so many ways to use Google Alerts. It might feel overwhelming, so here are some of our favorites:
- CEO’s name + podcast = alerts when there’s a new feature of a CEO on a podcast
- Company + acquisition = alerts when the company is acquiring another company (or being acquired)
- Company + key phrase = alerts when there are press releases using that key phrase. Especially useful if you sell in niche industries (”Walgreens interoperability”) where the stakeholder is using the same language you sell with.
5. Other Dynamic Triggers
There is a plethora of sales intelligence and sales data tools that can offer other triggers. Every major intelligence platform has some version of automated, dynamic triggers that can prompt outreach.
We recommend staying away from funding round and leadership change announcements. These “triggers” have been used and abused by automation tools. They are not sufficiently meaningful anymore and outreach based on those triggers will likely be ignored because it will be viewed as spam.
Use these dynamic triggers to identify new high-value accounts and leads within those accounts for your prospecting motion.