Hey Mike here from Amplion! So a lot of commercial teams are going back to conferences these days. Some of them are going to the larger national conferences, other regional conferences, and some all of the above.
So I wanted to walk you through how our customers are using Amplion to get to that right list of targeted prospects that we can invite to meet us at that conference booth, or maybe set up a meeting in advance or offsite – to set up those meetings.
So let’s walk through how we do that in Amplion.
The workflow is fairly straight forward. We start off with a set of filters that includes technical criteria, time signals, and firmographics. We then get to that contact list that shows us matching researchers. We can then refine that list to get to titles that we care about, perhaps locations, and then export that list to execute our campaign.
So let’s dive in here. For this example, I’m assuming that I’m going to an oncology conference – and one that’s specifically focused on preclinical phase here. And I’m only interested in pharma – either big pharma or biopharma organizations.
So I have a fairly simple filter here. From the perspective of the timing signaLS, I’m using a two events that are built into Amplion – one is the preclinical results disclosure – these are the types of events that signal to us that these researchers are working in that drug development phase – as well as I’m using preclinical grants as another source to identify folks.
So looking at our list of matching contacts, you’ll see that you have a list here, including the name, the organization of these individuals. These are being extracted directly from those results disclosures or those grants. And what we’ve done here is we’ve enriched this contact list to make it much more actionable for you.
We do that essentially by identifying these individuals on LinkedIn. So for example, I see Stuart Bunting here who works at BioMarin – he recently published a matching event.
And we’ve connected the dots here to find this individual on LinkedIn. You can see the LinkedIn URL is right here.
When I go visit their LinkedIn profile. I can see that Stuart actually is still working at BioMarin. He’s presently working there. I’ve extracted his title as well as his LinkedIn location. This is really valuable because it allows us to really narrowly focus this list that we care about.
Another example, I’m assuming in this case that I’m going to be going to a conference in California. So I’ve limited, I filtered this list based on California location only. I think they’re more likely to be attending this conference if they’re in this region.
And then secondarily, I can build on top of this and focus on specific titles. So if I only want to focus on those individuals that have the title of translational in their role – that’s the group that I care about. I can filter this down even further to get to only those individuals that are actually involved in translational work. Super valuable way to get very narrowly targeted.
So what can I do with this list now? A few things. Number one is we have an email that we can use to reach out to these folks. So if we want to send them an email, inviting them to meet us, we can do that. We also have their LinkedIn location, as I mentioned. So the sales team member that owns this account at BioMarin can now reach out directly to this individual through LinkedIn, in addition to that email.
So how do we make this really actionable though? I’m going to show you that with Amplion and you can select this entire group and you have two different ways to export these contacts. Number one is you can just get the contacts with their information, their email, et cetera. But you also have the option of exporting these contacts with the matching event details.
This is really valuable because it allows you to do the type of personalization in this outreach that lets each of these prospects know that you’re very familiar with the work that they’re doing. And you’re able to create a connection there, some confidence in your outreach.
Let me show you exactly what this file looks like when you export it. Once we’ve exported this list, you see you have all the basic information like their org, first name, last name, email that LinkedIn profile is directly there. So your sales team members can reach out.
Some of our customers are also using these LinkedIn URLs to have very targeted ads on LinkedIn – targeting these individuals. So rather than focusing on everybody at AbbVie, for example, I can focus on just those researchers that I know match my criteria.
When I’m thinking about doing an email outreach campaign. Now, particularly those automated email or marketing automation emails, we’ve included here, all of the key fields that you need to run personalization in that email. For example, here I have the event title. This is the title of the publication that this researcher just published. In addition to that title, we have other criteria like the specific disease areas they worked in, perhaps biomarkers, test methods, drug classes, et cetera. Each one of these fields can be used as a personalization token in that email outreach.
Our customers have reported to us that when they’re using this type of personalization – particularly using the names of the drugs or the specific diseases in the subject – that that’s dramatically increasing the open rates on those emails. And if they’re using things like the event title in the body of the email, that they’re much more likely to reply. This individual knows that you reaching out to them with a very specific relevant message, because we’re adding that level of personalization.
Lastly, I’ll just show you that if you want to, you always have the ability to minimize this list as well to filter it based on recency. So if I only want to focus on those folks, for example, that have published in the last 90 days – these folks are going to be very responsive to the fact that you know about their work, that they’ve recently published, et cetera. So a great way to jump in and have a highly relevant outreach in a very personalized way.
Hope this helps. Good luck at the conferences. Hope you get a lot of meetings set up. And feel free to reach out to us if we can be of any help!