{"id":14401,"date":"2018-05-03T16:19:57","date_gmt":"2018-05-03T16:19:57","guid":{"rendered":"https:\/\/leadsbridge.com\/?p=14401"},"modified":"2021-11-09T09:31:22","modified_gmt":"2021-11-09T09:31:22","slug":"how-woodpecker-uses-inbound-outbound-to-maximize-their-lead-generation","status":"publish","type":"post","link":"https:\/\/leadsbridge.com\/blog\/how-woodpecker-uses-inbound-outbound-to-maximize-their-lead-generation\/","title":{"rendered":"How Woodpecker uses inbound + outbound to maximize their lead generation"},"content":{"rendered":"

When looking for a way to boost lead gen at your company, it seems that you have a limited choice. You can pick between inbound or outbound lead gen strategies, without anything in between. But why not to vanguard the creation of something in between?<\/p>\n

That’s how we experiment with lead generation at Woodpecker<\/a>. We mix and match traditional approaches of generating leads to see what catches the attention of our prospective customers and we iterate what doesn’t work.<\/p>\n

Surely, we’re not the only one who does that. And that’s why I’d like to provoke a discussion about what works as well as encourage those of you who haven’t experimented with lead gen to give it a try.<\/p>\n

Before you decide to mix inbound with outbound<\/h2>\n

Before we set out to do anything, we need to make sure we know who we want to reach out to. In other words, we need to work on our Ideal Customer Profile — an essence of who our customers really are.<\/p>\n

When working on this, we found much help in Lincoln Murphy’s ICP Framework that includes 7 basic characteristics of an ideal customer.<\/p>\n

There they are<\/p>\n

    \n
  1. ready to solve a problem they experienced<\/li>\n
  2. willing to solve the problem<\/li>\n
  3. able to solve the problem<\/li>\n
  4. have success potential<\/li>\n
  5. have acquisition efficiency<\/li>\n
  6. have ascension potential<\/li>\n
  7. have customer-driven growth potential<\/li>\n<\/ol>\n

    As a SaaS company, the most important one is success potential for us. We want customers who are likely to convert from free to trial and stay with us the longest. Therefore, we looked into our data and checked which type of businesses have the lowest churn rate, looking for some commonalities between them.<\/p>\n

    We use the profile as our guiding factor when we looked for our potential customers online.<\/p>\n

    How to mix inbound and outbound<\/h2>\n

    We\u2019re a SaaS company that offers a sales automation tool for cold emailing and follow-up software. We need leads that are educated in generating leads, because those kinds of leads have the highest success potential to convert into premium users.<\/p>\n

    To educate them, we\u2019re experimenting with reaching out to cold contacts and asking them to join a webinar we do. Then, we follow up with them, inviting them to give our app a chance.<\/p>\n

    We do it via email as this is the form of communication we have the most experience with. But if you want to test some other medium of communication because email is not your strong suit, do it. Whatever makes sense to you.<\/p>\n

    Here\u2019s a step-by-step breakdown of our strategy.<\/p>\n

    \"inbound<\/p>\n

    Choose a platform to find your leads on<\/h3>\n

    We find a community hub or knowledge well which our present customers as well as potential leads gather around.<\/p>\n

    For a while, we just observe for a while to see how people communicate their, what language they use, and what kind of topics do they cover.<\/p>\n

    It\u2019s easy to spot some recurrent trends when you spend some time on a platform.<\/p>\n