From Likes to Leads: an 80/20 Method for Intent Data

In my last newsletter, I wrote about the various components of an idealized intent data stack. It contained a whole bunch of moving parts that all require maintenance and need to play nicely together.?

But many of us don’t have the resources to build and maintain a behemoth. Some of us might even be a one-man GTM team at a new startup. So, in this newsletter, I want to lay out a concrete strategy to get 80% of the benefit of a complex intent data system with 20% (or less) of the work. This is something you can do yourself (whether or not you have engineering resources) with nothing but a laptop and an internet connection. (Of course, if that’s still too much hassle for you, my amazing team and I are building a platform to give you 99% of the benefit with 1% of the work!)

Let’s dig in.

Look at content prospects engage with, not content they create

Social activity on LinkedIn encompasses a wide range of actions that prospects take, including creating posts, commenting on others' posts, liking content, and sharing articles. These interactions provide valuable insights into the topics and issues that capture your prospects' attention and engage their interest.

While the content that prospects create can be informative, I’ve found it more valuable to focus on the content they actively engage with. When a prospect comments on or shares a post, it indicates that the topic resonates with them on a personal level. This engagement is a stronger signal of their interests and pain points than the content they create themselves, which is often just self-promotional.

By analyzing the content that prospects engage with, you can gain a deeper understanding of their thoughts, feelings, and, most importantly, challenges. This information will a) help you find the highest converting prospects and b) help you tailor your outreach and position your product as a solution to their specific needs.

Take advantage of LinkedIn's "See All Activity" feature

LinkedIn provides a powerful tool for gaining insights into your prospects' social activity. By navigating to a prospect's profile and clicking on the "See All Activity" button, you can access a comprehensive list of their recent engagements, including posts they've liked, commented on, or shared. This feature is a goldmine for identifying the topics and conversations that capture your prospects' attention. Here’s an example of mine.

When looking at a prospect’s activity, I generally keep two rules of thumb in mind.

1: Identify prospects engaging with content in the past 1-2 weeks

To maximize the relevance and timeliness of your outreach, focus on prospects who have engaged with content within the past 1-2 weeks at the very latest. Recent activity indicates that the topic is fresh in their minds and that they are actively thinking about the associated challenges or opportunities. By striking while the iron is hot, you increase the likelihood of your message resonating with the prospect and eliciting a response.

2: Focus on content related to problems your product solves

As you scroll through a prospect's activity feed, pay close attention to the content that directly relates to the problems your product solves. This could include posts about industry trends, common pain points, or specific challenges that your solution addresses.

Reaching out like a ninja

Reaching out is an art. When I send a connection request, I try to make it crystal clear I can add value. That might mean that I can make their lives easier, that I can answer questions they have, or something else, but it also always requires doing research, understanding their challenges, and having insights to share. By demonstrating you can add value, the prospect choosing to take a meeting with you is no longer a charitable act, but rather a mutually beneficial one.

Here are three critical things to keep in mind:

1: Reference the prospect's engaged content in the request note

In your request note, specifically reference the content the prospect interacted with and share your thoughts on the topic. Show that you've taken the time to understand their interests and have something valuable to contribute to the conversation.

2: Encourage the prospect to talk about themselves and show curiosity

When crafting your connection request, focus on encouraging the prospect to share their own thoughts and experiences related to the content they engaged with. For most people can’t help but engaging when asked an open-ended question that demonstrates curiosity. This creates an opportunity for a genuine dialogue that lays the foundation for a strong professional relationship.

3: Avoid traditional opening lines and remove job titles from the headline

This one is obvious. Don’t use stale openers like "I'd love to add you to my professional network." Dive right into the topic at hand. You might also consider removing job titles from your headline and replacing them with a brief statement that showcases your expertise and the value you provide. This helps to position you as a knowledgeable resource rather than just another salesperson.

Using multiple channels

By diversifying your outreach and tailoring your messaging to specific channels, you maximize your chances of connecting with prospects and starting meaningful conversations. There are three rules here.

1: Follow up via email or cold call if the connection request is not accepted

Despite your best efforts to craft a compelling connection request, not every prospect will accept it. However, this doesn't mean the opportunity is lost. If a prospect doesn't respond to your request within a week, consider following up through other channels, such as email or a cold call. Diversification is the name of the game.

2: Maintain consistency in the referenced topic across channels

When reaching out to a prospect through multiple channels, it's crucial to maintain consistency in your messaging. If your LinkedIn connection request referenced a specific piece of content, make sure to mention that same content in your email or cold call. This consistency demonstrates your genuine interest in the topic and helps to reinforce the value you can provide. It also helps the prospect to remember your previous outreach and connects the dots between your different touchpoints.

3: Withdraw pending connection requests after a few weeks

If a prospect hasn't accepted your connection request after a month, it's best to withdraw it and move on. Leaving pending requests lingering can make you look desperate or uninformed, as the prospect may have changed jobs or shifted their focus since you first reached out. By periodically cleaning up your pending requests, you maintain a professional image and avoid cluttering your prospect's inbox with outdated invitations.

Engaging in (meaningful) conversation

Engaging in conversation is an art and a science. It requires active listening, thoughtful questioning, and a genuine desire to understand the prospect's perspective. By focusing on the content that initially sparked the prospect's interest and using it as a springboard for a broader discussion, you can establish yourself as a knowledgeable and trustworthy resource. And by introducing your solution in a natural, helpful way, you plant the seed for a potential partnership without coming across as pushy or insincere.

Ask the prospect to expand on their thoughts about the engaged content

Begin by referencing the content they engaged with and ask them to share their thoughts and experiences on the topic. This a) shows that you value their perspective and b) gives you an opportunity to learn more about their specific challenges. By inviting the prospect to expand on their ideas, you create a space for a dialogue that goes beyond surface-level small talk.

Keep the conversation flowing

While it's important to focus on the topic at hand, don't be afraid to use small-talk to build rapport and keep the conversation flowing. By establishing a personal connection and showing genuine curiosity, you create a foundation of trust and familiarity that can make the prospect more receptive to your ideas.

Introduce your solution if and when appropriate

As the conversation progresses and you get a deeper understanding of the prospect's challenges, look for natural opportunities to introduce your solution. Always avoid jumping in with a hard sell or a generic pitch, and focus on how your solution specifically addresses the issues the prospect has raised and emphasize the unique value you can provide. By framing your solution as a helpful resource rather than a sale, you increase the likelihood of the prospect being open to learning more.

Putting it all together

Intent data is powerful, and I hope I’ve demonstrated here that you don’t need a fancy stack to leverage it. By focusing on the content that prospects actively engage with on LinkedIn, you can gain a good understanding of their interests, pain points, and challenges. This targeted approach allows you not only to find prospects who are ready to buy, but also to craft outreach that resonates deeply.

To maximize the impact of your intent data strategy, remember to:

1. Prioritize recent engagement within the past 1-2 weeks
2. Focus on content directly related to the problems your product solves
3. Reference the prospect's engaged content in your connection request
4. Encourage prospects to share their thoughts and experiences
5. Maintain consistency in your messaging across multiple channels
6. Engage in meaningful conversations that go beyond surface-level small talk
7. Introduce your solution naturally when appropriate, emphasizing its unique value

The world of intent data is evolving fast, and there's always room for improvement, so I'd love to hear your thoughts! What strategies have you found most effective when leveraging intent data? What challenges/roadblocks have you faced along the way and how have you adapted your approach to overcome these obstacles?

Finally, one small (shameless) plug: if you're interested in getting more out of intent data, I invite you to check out the tool my team and I are building. In the meantime, keep exploring, keep experimenting, and keep pushing the boundaries of what's possible with intent data.