- If you've got a steady inbound machine
for your SaaS business,
and that's all you have,
then chances are growth is good,
but not great.
When you look at some of the most
aggressive SaaS businesses,
the ones that are growing the fastest,
the one thing they do
is they always add a very aggressive outbound machine.
Here's a question though,
how do you actually build an outbound machine?
How do you make it it's not just spray and pray
to 10,000 email addresses
and then everyone just blocks your domain.
So there's one word.
There's one solution to this,
and that is LinkedIn.
LinkedIn is the best way to actually build
a really, really strategic and aggressive outbound machine.
And that's what I'm gonna talk about
in today's episode.
Intro.
(upbeat music)
What's up everybody, welcome to Unstoppable,
I'm TK and on this channel,
I help SaaS founder like you
scale your SaaS businesses
faster with an unstoppable strategy.
If you are new to this channel,
be sure to hit that subscribe button and that bell icon,
that way you're gonna get notified
every single time I drop an episode,
it's about three times a week, with the TK energy.
Also, if you're already part of the community,
if you're part of my SaaS, go to market coaching program,
and you're watching this video, welcome back,
it's really great to see you here.
All right, so in this episode, based on all my experience,
nearly 15 years of experience in building, scaling, growing,
exiting, SaaS businesses, all different sizes,
I'm gonna talk to you about outbound.
Outbound is near and dear to my heart,
I wanna talk about how to do outbound properly
using LinkedIn.
Now, first thing is,
there's certain stages you have to go through
when you're building a go-to-market machine.
If you're absolutely a zero revenues
and you're part of my go-to-market program.
First, I get you to build out revenues
through friends and family,
ask for warm introductions,
go find the people that are in your ICP
and see who's within one degree of separation
in terms of your network
and get introductions to them, talk to them,
and that's how you get your initial revenue going.
Now most SaaS founders,
who joined my go-to-market program
are actually, they have some revenues,
but they don't have a predictable
or scalable go-to-market machine.
So that's when they started working with me
and they already have some revenues.
So we really get their inbound machine going.
We get their inbound machine going,
once their inbound machine starts to crank,
we've honed in on their positioning,
their messaging, the idea of customers,
then we turn on outbound,
and outbound is how you really scale.
How you scale a lot more aggressively.
And so why do we do this?
The reason we do this,
is when you go through these three phases,
you actually strengthen and battle-hardened your messaging.
You battle-hardened your manifesto.
This is something we do inside of the program.
And when you're battle-hardened,
that's when outbound is more successful.
I meet a lot of founders who are like,
we tried outbound, we tried emailing out
and believe me, I know all about outbound
because I started ToutApp,
we were an email engagement tool for salespeople.
I know all about it.
Here's the thing.
Those are really, really massive machine guns.
And if you buy an email tool
and you buy a bunch of email addresses
and you start emailing them,
when you don't do the hard work,
you're really battle-hardening your messaging,
then you essentially have a giant machine gun
firing blank bullets,
and you kind of spraying and praying.
But when you actually follow this process
where you really strengthen your messaging,
and then you go into outbound,
that's when it really starts to crank in.
Now the question is,
if you were to have your messaging
and then you'd go into it,
how do you actually turn on outbound without being spammy,
without getting your email blocked,
without getting your domain under a bad reputation,
without everyone just quenching
every single time they see a message from you.
This is where LinkedIn comes in.
And it's not your average LinkedIn product,
it's actually the LinkedIn sales navigator product.
And I use that right now at Unstoppable,
we've used it at ToutApp,
used on Marquetto, super powerful.
Let me show you exactly how it comes together,
when you actually are ready to turn on your outbound.
Let's show you the demo right over here.
Okay, so this is your normal LinkedIn,
you probably log into it all the time.
Now I use LinkedIn in a very specific way.
You'll notice over here,
and this is something we cover
inside of our SaaS go-to-market coaching program.
I post in a very specific way every week,
like two to three times a week.
And we basically get a lot of people
and you'll see there's a fair amount of engagement here
with the right people in my ICP.
I'm not trying to get everyone,
I'm not trying to get it to blow out,
we're trying to just get it
to a very specific type of people.
And for me, it's SaaS founders.
So I post on LinkedIn
and then based on the very specific way we post,
we actually generate inbound demand and inbound lead.
'Cause there's a certain posts, target specific people,
it goes into my YouTube video,
in other cases it goes into my manifesto
and then that generates consistent leads.
So that's how inbound works, right?
Now, if you wanted to do outbound on LinkedIn,
LinkedIn default, the LinkedIn classic isn't very helpful.
What you need to do is actually turn on Sales Navigator.
Sales Navigator is a premium product,
I pay about $79 a month for it.
They have different tiers, totally worth it.
And what it allows you to do,
is actually get super user access to the LinkedIn database.
So now what I can say,
is instead of just waiting for people to see my post,
and instead of waiting for them to engage,
I can actually say,
"Hey, LinkedIn, here is my ICP."
And I can then use the battle-hardened messaging
I have from my inbound funnels
and my inbound machine,
and actually engage with people
in a proactive way through outbound.
let's just say I built software to help sales teams,
enterprise sales teams to scale faster, right?
So I can go in and say, all right, cool.
I wanna target companies
that are in the United States and Canada,
'cause that's just where I wanna start.
I wanna make sure that the company
is in the computer software industry,
because Alexa and the software companies,
they're early adopters on what we do.
I wanna make sure that the company is at least 200 people,
201 to 500 people.
Because that way I know that they have a sizable sales team,
they'll have budget.
In these companies,
I wanna target people that are in the C level
or the VP level in sales, right?
I wanna target sales leaders
'cause that's what I'm gonna be selling to.
And then I wanna get super specific,
I wanna sure I do vice president of sales.
Let's just put that in.
And also senior vice president,
you can get super specific here, clearly sales.
And lastly, the other one I wanna do
is chief revenue officer, right?
Boom.
So now I have this very specific profile
of companies that wanna go after,
and I have real people.
And LinkedIn Sales Navigator is even smarter,
it'll tell me, all right,
there's 745 total people,
cool, got it.
But here's 41 that changed jobs in the past 90 days.
I wanna prioritize this people
'cause I know in my ICP,
triggers are an important thing
and triggers are something we teach
inside of the go-to-market program.
I know that there's a new sales leader
there more likely to buy my sales software, right?
So I really wanna target these guys
because they just went in
and I wanna give them opportunities to grow faster
and make sure that they're successful
in their first 90 days.
So that's one.
The other thing Sales Navigator will tell you like, well,
there may be 745 people,
but these are 200 people that are active
in the last 30 days on LinkedIn
and literally posted something.
So you know that you're more likely to actually
be able to get ahold of these people on LinkedIn.
And the magic of this,
is instead of you waiting for these people to discover you
through some ad or through some inbound engine,
which are important to do,
I know my messaging works really well now.
I know my manifesto is super powerful,
so I can actually go and engage with these people.
Now there's a good way to do this and a bad way to do this.
The good way to do this, is actually to connect with them,
not ask them anything, not sell them right away.
It's to engage with their social posts,
it's to comment with them.
And then once we've built some sort of rapport,
then either message them or engage them or email them
and say, "Hey, we follow each other on LinkedIn,
"here's our manifesto on how we're making a change
"for sales teams.
"Would you be interested in chatting some more?
"Hopefully you get some value."
So basically what I'm doing
is in a much more strategic way
to go engage with these people,
instead of just spamming them.
And we all get these LinkedIn spams,
like if I go into my message, I won't show it here,
but man, like it's insane out there,
but this is a much more strategic way to engage,
build the trust, build a relationship and then go in
for the Sale and ask for meeting.
So this is the power of LinkedIn Sales Navigator,
and then you can save this.
Let's just save this as software VP sales leaders, right?
And it'll kind of alert me weekly
anytime something changes over here
or anything someone comes in or something happens.
And what you're able to do from here is say, okay cool.
you can either connect with this person,
you can go view their profile,
you can go message them directly,
you get email credits.
You can do any of these things,
but what you would need to do
is make sure you have a proper outbound strategy
and the right messaging
so you can do this in the right way
and you can use this really incredible weapon
in the right way.
So that's LinkedIn Sales Navigator.
Now let's go back
and I have some resources for you.
So I wanna talk to you a little bit
on how to mobilize all this.
Okay, so now you know the power of LinkedIn
and just how amazing it is.
Now before I go onto how to mobilize all this
and a couple of other resources I have for you,
if you're starting to see value in this,
if you're starting to move on LinkedIn,
if you're starting to see how outbound
is an important way to grow,
and you can do it strategically,
you can do it in a very purposeful way.
Can I just get a yes in the comments below
also smash that like button
if you haven't already for that YouTube algorithm.
Now let's start to wrap up with a couple of resources.
If you wanna mobilize on LinkedIn,
and you actually have gotten inbound down,
you wanna start moving things,
here are a couple of things you can look into.
Number one,
this whole strategy or an outbound, especially in B2B SaaS.
The way it works really well
is if you follow an account based marketing approach.
So you wanna dig more into that,
check out this video on account based marketing.
I did this, it was wildly popular,
so you can get a lot of value from it also.
You don't have to go yet,
I got two more resources for you,
I'll link to it below.
In the second video,
that's super important.
You always tell I got all that engagement on LinkedIn
in terms of just inbound
without even having done outbound yet.
So I did a whole video on LinkedIn lead generation here,
you can check that out here.
I'll also link to it below,
you don't have to go yet.
And that will teach you a little bit more
on how you can really mobilize LinkedIn,
not just for outbound but for inbound also.
And lastly, if you are a SaaS founder
and you're looking to build
a more scalable go-to-market machine,
and you want the cheat codes,
you wanna actually build this out
in a much more effective way.
You wanna make sure that you don't fall
into common pitfalls.
I get it, there's a lot of free content out here,
I put a lot of free content,
but if you want a blueprint to follow,
then I invite you to actually
check out my SaaS go-to-market coaching program.
Inside of my SaaS go-to-market coaching program,
I will help you build a scalable go-to-market machine.
If you're interested in that,
just go to tkkader.com/gtm
or follow the link below.
I hope you got value from this video, if you did,
be sure to smash that like button if you haven't already.
If you're new and you haven't subscribed yet,
be sure the subscribe button and that bell icon.
If you have questions around LinkedIn Sales Navigator,
around building an outbound strategy,
around growing your SaaS business,
be sure to put it in the comments below,
I respond to every single comment that comes up
and I'd love to hear from you.
And if you have a co-founder or a team member
that would get value from this video,
please share it with them also,
they mean the world to me and my team.
And lastly remember,
everyone needs a strategy for their life and their business,
but when you are with us,
yours is gonna be unstoppable.
I'm TK,
I'll see you in the next episode.
(gentle music)