Hey, Mike from Amplion here!
I work with a lot of sales and inside sales team members. And what I hear very often is that they’re relying, these days in particular, exclusively on email for outreach – they used to do phone calling, but everybody’s working remotely these days. They used to rely pretty heavily on conferences. But conferences are a little bit spotty. These days also makes us susceptible to catching COVID.
So I like to recommend a new channel that doesn’t seem to be that common yet in the industry. And that’s specifically LinkedIn. LinkedIn is a very valuable channel for sales and inside sales team members to do outreach directly to the prospects they care about.
What I’ve heard from our customers who are employing this strategy is that their prospects are fairly active on LinkedIn. They’re responding to LinkedIn messages much more – at a much higher rate than they are email and less likely to end up in the spam filter, et cetera.
So let’s walk through how we can easily start using LinkedIn as a channel and incorporate that into our sales or inside sales workflow.
Starting at the top, we’re always focusing on getting to that right customer audience – the right prospect list. So in this case, we’re looking to add some technical filter criteria, some firmographic and timing signals. I’ll show you some examples of those. And then we’re going to get to a list of individuals who match this, and we can refine the list further from there. We can then either add those folks directly to Salesforce with their LinkedIn URLs, or we can reach out directly through LinkedIn by just clicking on that LinkedIn URL in Amplion.
So let me show you how we do this. I started here with a filter that includes oncology and immunology. I’m focused on only those researchers that are in the preclinical and discovery phases – because I’m not interested in clinical and I’m not interested in basic research. I then applied a location filter here. My territory as a sales person are these 14 Eastern U.S. states. So I wanted to make sure I’m only focusing on those programs that are based in one of those states.
And then lastly, since I want to do this on a recurring basis every month, I want to know who the hottest prospects are that I should reach out to. I’ve applied a 30 day filter here to ensure that these are only the folks that have published in the last 30 days. You could do seven days or 14 days, if you really want to be extremely timely.
So now that I’ve applied this filter, I have a list of contacts here and let’s dive a little bit deeper into this. So in a recent publication, we see the Deryk Loo at MacroGenics published. Let’s take a look and see what that is – so we can inspect this. It looks like, yes, this was a preclinical result from MacroGenics and ImmunoGen. We can see the specific drugs that were involved with the therapeutic area. I can even dive deep into the details here if I really want to make sure that this is a qualified opportunity. I can dig into the details and find the related clinical trial documents or even the original PubMed article here can investigate all the details around the drugs, the biomarkers, et cetera – as well as go directly to the contacts.
But let’s jump back for a moment now that we’ve qualified this individual – Deryk Loo – that event, that he is connected to looks like a good fit for me. So I want to do some outreach to him. We’ve provided directly this LinkedIn URL here, you’ll see this connection. And before we go to that LinkedIn URL, I want to show you something else that we’ve extracted from LinkedIn to help you with your workflow.
So let’s say in my case that I only care about individuals maybe that are focused on translational medicine. Because we’ve connected Deryk Loo their first name, last name and organization, and found them on LinkedIn. We’ve been able to pull over their title, and their location as well.
This allows me to do some really great things. One is I can confirm that this person is in my territory or not. I can see here that this person’s in the Bay Area, which is outside of my territory. So, I want to disqualify them. I’m going to focus instead on those individuals that are in my states.
Secondarily, I get to – I can very simply filter down this title list to only folks let’s say that are actual scientists. I can also look at seniority levels, or I can put in a very simple string, like “translational” in order to filter down this title list directly to those individuals that had translational in their title. So a great way to reduce down that list, even more targeted to your ideal customer profile.
Now that we’ve got these filters in place, let’s take a look at this. I see John Porco at Boston University. Let’s assume that this is a valid target for me. I can reach out to them directly on LinkedIn now. So first of all, I’m going to confirm that yes, this person is a professor at Boston University.
And, you can see here that there’s very little information about this – there’s very little in the way of a description. His role and title doesn’t give any indication that he’s working in oncology or immunology. There’s no way to know that he’s recently published. This is a great example of how prospecting directly on LinkedIn is not going to be very efficient. You’re never going to find this individual by starting with LinkedIn.
On the other hand, if you start with Amplion and find those matching events that they’ve published on, and then go from there directly to their LinkedIn profile, you have some confidence that this person is a person you should be reaching out to.
So how would we go about reaching out to them? Very simply we can reach out starting off by making a connection request. Once we’ve made that connection request, we can then message them. And we can message these individuals, even on the connection request, we can add a note.
So what I would encourage you to do is to look at the matching event here. I can see that just very recently, this individual published this article. I would grab the title of this article, and potentially the therapeutic areas or perhaps disease areas. And I would use those as personalization tokens when you’re doing your outreach on LinkedIn.
So I might copy and paste this and then say, Dear Dr. Porco, I noticed that you just published these preclinical results disclosures. And I noticed that you’re working in this specific therapeutic area or with these drugs. I would love to talk to you about how our solution can help you.
This type of outreach on LinkedIn is really valuable for a few reasons. One, almost all of us keep up with our LinkedIn profile. It’s very common. These days in this industry in particular, there’s a lot of folks who are responding. We also don’t have to worry about getting stuck in a spam filter or the message email never being delivered, maybe getting followed up on later.
So it’s a great way to do some outreach, as long as you’re using that type of relevancy, like the title of the article or specific diseases. I predict that you’ll have very high response rates from those individuals. And, if you want to have a multi-channel approach, when you reach out, you can reach out to them on LinkedIn and also follow up with an email. Dear Dr. So-and-so, I reached out on LinkedIn, but I wanted to share some additional resources about how we can solve for specific challenges that you might be having.
So hopefully this helps in your workflow. Of course, you can do this all at scale as well. If you want to export all of these contacts, when you do export them, you’ll have all of the same personalization tokens that you can use directly in your CRM if you’d like to. But either approach is going to get you significantly higher response rates from these prospects, because it’s very timely and very personalized.
Hope this helps. If you need any assistance with this workflow or want to help dial-in some filters, please reach out. We’re happy to help.