8. Relevant Outreach at Scale - Hiring Intent

and how to scale it

When it comes to relevant and personalized outreach in sales development, there are a few challenges that most SDRs face along the way:

• How to scale it?

• How to make it personal to each prospect?

• How to minimize the time and effort for personalization?

These are the questions I have been asking myself for a long time and a few years ago I found a solution to address all three of them (that might be useful to you as well).

It’s the sales outreach based on hiring intent.

So, how does that work?

1. Get to know your ICP

2. Research your personas

3. Spot the end-users of your service or product (in most cases it's an influencer)

4. Listen to a signal, i.e. wait for a company that matches your ICP to hire a new influencer

5. Reach out to that company

Now, let me show how this framework works for us (just for the record, we target companies in the SaaS space when they hire new SDRs and AEs).

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First of all, we need to design a workflow to spot the job postings that match your criteria. In our case, it's the job openings for the relevant positions like SDRs, AEs, BDRs, Sales Executives, etc.

There are two sources of such information that I find especially helpful:

• Glassdoor

• LinkedIn Jobs

Glassdoor

LinkedIn Jobs

Next, we proceed with our regular prospecting workflow:

1. Find the company (the one that is currently hiring) on LinkedIn

2. Pick the prospects that match our ICP

3. Add them to a sequence

4. Use hiring intent as a reason-for-outreach

And here is an example of the 1st email template we usually send to these prospects:

Hi {{FirstName}},

I’m reaching out to you because I noticed on your {{Company}}'s {{Page}} page that you’re hiring {{Job Openings Title}}.

Reply is designed for sales teams and helps Account Executives and SDRs automate communications with your existing or potential clients and put email outreach on autopilot while keeping communication personal.

Would you be open to a call to see how we could help {{Company}}'s sales team?

When we prospect our Tier 1 Accounts, we also include a custom image featuring that job posting to make it even more personal and show that we've done our homework. Here is how our email would look like in this case:

There are several reasons I love this strategy:

1. This strategy is super-easy to implement (some lead generation tools can even do all the heavy-lifting for you and identify the companies that are currently hiring new employees).

2. You can use the hiring intent hook in your next steps, such as email follow-ups and phone calls, as well.

3. It makes your outreach look personalized and relevant, so you aren't spamming.

But most importantly - it generates lots of relevant opportunities and works better than the regular cold outreach. And here's a snapshot from one of our intent-based sequences to prove it:

I hope you enjoyed decoding this outreach strategy with me.

See you next Thursday 😉👇