120: 2 Warm Lead Plays You Should Run

Read time: 4min

Welcome back to The Practical Prospecting Newsletter!

In the last edition, I talked about how to make the most of your brand awareness by capitalizing on “warm lead” signals and running them on autopilot.

Today, I’m going deeper on two of those plays — showing you exactly how to run them on your own.

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Agenda:

• Play 1: Leads Visiting Your Website

• Play 2: Leads Engaging w/ You & Your Competitors Content

Before we jump in, here’s a 5-minute video breaking down the step-by-step process for setting up these two warm lead plays:

Watch Video Here (5min)

Play 1: Leads Visiting Your Website

Play Description:

• Capturing the individual people who visit your company website. Qualifying them for ICP fit. Then, automating an email + LinkedIn message.

How to set it up:

I’ve used RB2B.com and Warmly.ai for this. Both are great and have free plans. I have no affiliation with either, but I prefer RB2B because it’s easier to set up (for me, at least).

The setup is easy (watch the video above for more details):

• Sign up for a free account

• Add the script to your website

• Connect the tool to a Slack channel for live updates when someone visits your site

To fully automate things, the next step is to integrate it with Clay.com.

I created a Clay template that you can steal for yourselves — click here.

Messaging:

The #1 thing you should NOT DO is say “Hey, I saw you were on our site…”

Instead, make a hypothesis about WHY they were on your site. Then, offer a free resource as the CTA.

For example, say you work for Gong.io (a sales software). If someone visited your site, and you found out they recently added new sales reps, that would be your reason for reaching out.

I suggest offering a resource as your CTA because people who visit your site but don’t take action (i.e. start a trial, book a call, etc.) are usually in research mode.

So, provide them with something that can help them in their research.

Play 2: Leads Engaging w/ You & Your Competitors Content

Play Description:

• Reaching out to the people who liked and commented on your LinkedIn posts, your company’s posts, a relevant influencer’s post or your competitors’ post.

How to set it up:

First off, this play is awesome because social signals are one of the best ways to indicate that someone is thinking about or has interest in what you help with.

I use Trigify.io for this. Again, no affiliation. But I haven’t found a tool that works as well as it.

They have a 14-day trial too, which is plenty of time to prove out if this play works for you before deciding if you want to pay for it (as long as you move fast).

The setup process is (also) easy and is (also) explained in the video above:

• Start a trial

• Under “Profile Engagement”, add the URLs of the profile(s) who’s posts you want to capture engagement on

• Connect it to a Clay table — you can copy mine here

Messaging:

Same messaging theme as with the website visitors. Don’t say “Saw you liked [post] so wanted to reach out…”

Everyone does that.

Instead, use the content they’re engaging with as a way to infer what they’re interested in learning more about, and then send them a resource related to that.

For example, when someone likes my posts related to cold email, I send them our Practical Prospecting Guide.

Thanks for reading,

Jed