Lead Generation Techniques

In the last 10 days via Instantly.ai: ✅ 18 appointments booked ✅ 9 leads generated in a single day from 1 campaign ✅ First clinic partnership secured for a client Here’s what actually made the difference beyond just “personalization”: I didn't even use Clay. 🔹 Tight ICP filtering – Instead of targeting everyone in our target industry, we narrowed to decision-makers at mid-size companies that recently posted hiring signals, and confirmed their ability to take on additional work. Fewer contacts, higher hit rate. 🔹 Problem-first messaging – Instead of opening with “who we are / what we do,” every sequence started with the cost of their current status quo (missed appointments, staffing gaps, wasted pipeline). That framed the outreach as relevant instead of salesy. Trigger events > endless pitches. 🔹 Structured follow-up cadence – Most replies didn’t come from Email 1. They came from emails 3–4, where we shifted tone: lighter, more conversational, sometimes even with a short one-liner but always built urgency and displayed the ROI of the offer to the prospect. Consistency > cleverness. Outbound isn’t about “sending more.” It’s about sending smarter. If you’re only relying on referrals or inbound, you’re betting on luck. Cold email gives you control over pipeline. 👉 I’ll keep sharing breakdowns like this—so if you’re building outbound, follow along. #coldemail #instantlyai #outbound #GTM

“It’s not enough to just win,” an old boss of mine used to explain. “The other side has to lose, badly.” Nothing gave him more satisfaction than eating his rivals’ lunch - and his competitive nature was contagious. When I started my first business I adopted his approach. But I soon also learned that I had to ally that competitive spirit with a more nuanced approach if I was to retain clients rather than just churn through them. Unlike winning deals, retention isn't just about having the best product — it's about creating value and a level of reliability that rivals can't match. 1. Retain on value, not price: Competitors will use price to try and attract your customers. It’s tempting to drop your yield accordingly, but that’s a race to the bottom. Instead take time to make sure your client can see how much they get for every pound or dollar they invest. Adding extra value will always be more profitable than reducing your fee. 2. Add features before you’re asked to: Write a customer engagement strategy that involves adding useful new services or features for your existing customers at least once or twice a year. Use these to upsell, build loyalty and increase their pain of moving suppliers. 3. Build trust through relentless delivery: Unreliability is one of the top reasons clients will look elsewhere. Meet key clients on a regular basis to understand how their needs are evolving and pivot your offering accordingly. And always keep your promises. 4. Outmanoeuvre your competitors: Never underestimate how determined your competitors will be to knock you off your perch. Devote adequate time to learning from their approach so you know the threat you face. Match your instinct to win new business with an equal determination to retain customers. Crack that and not only will you eat your competitors’ lunch today but you’ll have it every day.

How I use Sales Navigator to generate millions in pipeline. If you follow this process, the meetings will start to pour in. Today I want to walk you through Relationship Explorer. Let's say I am a Account Executive at Champify. I focus on three target personas: • CRO • Director of Sales Development • VP of Sales At the beginning of every quarter, I’m given a new list of key accounts to break into. I typically sit down every morning and spend an hour prospecting. This week I’ve narrowed down one account, Slytherin, that would be a fantastic opportunity if I could close it. My best chance at penetrating this account is to go beyond shared connections to find hidden allies or someone already familiar with me or my company. These hidden allies could help expand my relationship footprint. I know Relationship Explorer in Sales Navigator can help me do just that, find the best path and any hidden allies in the account. I visit the Slytherin page in Sales Navigator and see that it’s surfaced 8 of the top individuals that might be relevant for me, based on the Sales Persona I’ve built out. I see that Snape, the CRO at Slytherin, has an Executive TeamLink connection to my CMO. I plan to reach out to my CMO and ask for an introduction! I know multithreading is critical to lowering the risk that a deal does pan out if my point of contact leaves the company. (We want deal insurance people) Since that’s the case, I also want to see if I can engage with the Director of Sales Development, as I expect they would be the primary buyer, and they may be my advocate in the deal. Using the Director+ Persona I’ve built out, I see that Draco is the Director of Sales Development and was a past customer in his previous job! This allows me to look in our CRM to find any details I can from the last time he was a customer, and I reach out with those details. Leverage the insights to break through the noise. P.S. Are you running your Sales Navigator strategy like this?

Cold Email is too effective to die. It still is: - one of the most cost-effective acquisition channels (CPL can go as low as $18.12) - the most precise you can get when targeting potential customers at scale in B2B (the other two channels that are equally precise, LinkedIn and calls, don’t scale as well) But there’s a right way to cold email, and a wrong way. In a nutshell, the right way is a combo of dialing in on: 👉 your ICP + their pain point + your solution 👈 🔥 Your ICP: once you know who you’re targeting, narrow it down into more granular segments. You can take a look at your best customers and search for similarities. (Use a data enrichment tool to find look-alikes.) 🔥 Pain & solution: - what are your ICP’s pain points? (aka, things they desperately need to solve in their business) - how is your offer solving those pains for your ICP? - how can you prove you can solve those pains? Bonus points: tweak your offer to each granular ICP segment. From there: 🔶 Remember about deliverability: - get separate domains and inboxes for cold emails - set up email records like SPF, DKIM and DMARC - warm up your domains and mailboxes - don’t send over 50 emails/day per mailbox (so scale horizontally instead of vertically) - always verify email addresses on your list 🔶 Get prospects’ data from reliable sources. No shady lists. (BTW, all the deliverability points + prospects’ data part, you can do in Woodpecker, without leaving the tool) 🔶 When writing emails:  - relevance is king 👑 - talk about the prospect, not yourself - write short, to-the-point messages - new to copywriting? Use a copywriting framework (like PAS, AIDA, BAB or Josh Braun’s 4T) - don’t try to sell in the first email That gets you a good foundation. Take it from there. And maybe even… have some fun with it. 😉

How I got 100K leads with somebody else's content. Early in my career at PayPal, I tried something that worked like crazy. I posted a piece of content that brought us 100,000 leads, and I didn't write a word of it. (I also didn't steal it!) Why am I telling you this? With AI eating up SEO traffic, everyone’s scrambling for attention on social media, and most people think this means becoming a content creator. Good news: You don’t need to write like Alex Hormozi, you just need to be smart about finding content that already works. Here's how... 𝗛𝗲𝗿𝗲’𝘀 𝗺𝘆 𝘀𝗵𝗼𝗿𝘁𝗰𝘂𝘁 𝘁𝗼 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 𝗰𝗼𝗻𝘁𝗲𝗻𝘁, 𝗲𝘃𝗲𝗻 𝗶𝗻 𝗕𝟮𝗕 1. 𝗠𝗮𝗽 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀’ 𝗜𝗻𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 𝗗𝗶𝗲𝘁 – Ask your customers who they follow: Which newsletters, podcasts, YouTubers, and social accounts do they love? Even check what private WhatsApp and Slack groups they’re in. (No customers yet? Who do your prospects follow?) 2. 𝗙𝗶𝗻𝗱 𝘁𝗵𝗲 𝘄𝗶𝗻𝗻𝗶𝗻𝗴 𝗳𝗼𝗿𝗺𝘂𝗹𝗮𝘀 – Study those creators’ most successful posts, and look for patterns: What do people engage with and why? Which topics? Content formats? Stylistic points? 3. 𝗦𝗼𝘂𝗿𝗰𝗲 𝘆𝗼𝘂𝗿 𝗼𝘄𝗻 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 – Use those insights to create, license, or partner to get the stuff your audience craves. 𝗛𝗲𝗿𝗲’𝘀 𝟰 𝗰𝗹𝗲𝘃𝗲𝗿 𝗕𝟮𝗕 𝗲𝘅𝗮𝗺𝗽𝗹𝗲𝘀: 1. 𝗨𝗻𝗶𝗾𝘂𝗲 𝗱𝗮𝘁𝗮: ChartMogul turns their SaaS analytics data into irresistible benchmark reports which they share on LinkedIn and in their newsletter to attract warm leads. (Stripe, Unbounce, and Mixpanel do this too.)     2. 𝗖𝗼𝗼𝗹 𝘃𝗶𝗱𝗲𝗼𝘀: CloudNC sells SaaS to machine shops. Instead of boring product demos, they share hypnotic videos of CNC machines crafting intricate designs. They show these videos to prospects via targeted ads, and when their sales team calls, prospects already know and like the brand.     3. 𝗧𝗿𝘂𝗲 𝘀𝘁𝗼𝗿𝗶𝗲𝘀: Rising Team founder Jennifer Dulski turns her Stanford teaching and decades of leadership experience into compelling stories. Result? 200K LinkedIn followers and a steady stream of warm leads. 4. 𝗟𝗶𝗰𝗲𝗻𝘀𝗲𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁: Remember my PayPal story? Here’s what happened: We’d just hired a telesales team and they needed leads fast. Instead of spending weeks creating content, I  found the perfect book for our audience, and emailed the author for permission to share two chapters as a lead magnet. Win-Win: The author got massive exposure, and we got 100,000 sales leads. 𝗕𝗼𝘁𝘁𝗼𝗺 𝗹𝗶𝗻𝗲? You don’t need to create everything from scratch, you just need to be smart about finding the content your audience already craves. Helpful? Follow Matt Lerner for more. P.S. 🙏🏻 Please don't steal content - just ask permission and credit the original author! Most of us are pretty reasonable.

I honestly think so many analysts fail to get leaders to care about their work because they forget the obvious: No call to action = no engagement. A call to action (CTA) is simply the next step you want your audience to take after you’ve shared your message. You’ve seen the classics: - “Register now” - “Reserve your spot today” - “Click here to learn more” - “Repost to share with your network” If you don’t tell people what to do next, they’ll do… nothing. CTAs turn passive audiences into active participants. This is why CTAs are critical in presentations. Every presentation should have one clear CTA (and no more than two). This doesn’t mean ending every deck with “Go do X right now!” (Please don’t do that.) Instead, effective presentation CTAs can look like asking your audience to: ➤ Make a decision Ex: "Based on these findings, I recommend implementing a targeted intervention program for employees in [role/ department]." ➤ Have a discussion Ex: "A question for the group: how can we better support the professional development goals of our high-potential employees?" ➤ Grant an approval Ex: "To effectively implement the recommended engagement initiatives, we are requesting two additional program managers to support the work." ➤ Accept an invitation Ex: "Will you be the exec sponsor for this project and help us improve employee engagement and productivity?" Including CTAs shifts your presentation from a passive data download → strategic conversation. Remember: your job isn’t just to report numbers, it’s to get the ball rolling in the right direction. 📌 Save this list of CTAs to help land your next presentation (Catch that CTA about CTAs??)

All of our clients have renewed their contracts this year. (Apart from 1 who took it in-house and asked us to train them). It's because our core philosophy is: "Clients come first" More tactically this means: 1. Make promises, keep promises. This is a simple mantra we live by. We make tons of micro promises & then meet them as we said we would. → 24-hour turnaround times. → Delivering content when it’s expected. → Meeting UK-based clients every 6 weeks. → 24/7 WhatsApp contact - we reply at 1am. → Getting clients booked on international stages. It sounds simple but so many people don’t meet the expectations they set. So when you do, you’re set apart from the rest. 2. Care about the details no one else will. We obsess about client delivery. Our clients are in the top 0.1% of their respective industry - so we have to be too. → Build a highly customised strategy. → Reading books about their industry. → Building a custom visual for each post. → Delving deep into their target buyer persona. → Implementing A/B/C/D testing & experiments. → Implementing a rigorous quality assurance process. The best in the world always sweat the small stuff. 3. Iterate our Offering We're always making sure our work is delivering for our clients. → We do more of what's working. → Actively seek feedback from clients to improve. → Adjust our style of working to fit their schedules. → Over-delivering and giving away free additional services. → Monitor KPIs and tweak our strategies to maximise impact. → Testing new ideas to get better results & trying new things. More happy clients. More results. More referrals. More renewals. Everyone talks about how to win new clients. But great businesses focus on getting them results, keeping them happy & retaining them as clients. That's our focus.

We've been doing weekly review calls with clients since 2019. Sounds basic, but it's probably the only reason our retention sits above 80%. Every Friday. Same time slot. Doesn't matter if campaigns are crushing it or if we're just maintaining. We show up. When we started LeadsNLatte, this wasn't negotiable. Tanvi and I decided early that we'd rather over-communicate than assume everything's fine because numbers look good. Most agencies only talk to clients when there's a problem or a renewal coming up. We saw how that played out with other founders we knew, clients would leave even when results were strong, and nobody could figure out why. The answer was obvious: people don't leave because work failed. They leave because they stopped feeling like anyone was paying attention. What these calls actually do: → Small misalignments turning into deal-breakers. A question they didn't ask because it felt minor. A priority shift we didn't catch. → Keep us aligned without guessing. What we think is working and what they think is working aren't always the same thing. → Make them feel like a priority, not a contract. When you only show up for renewals or problems, people notice the gaps. Clients stay when they know someone's consistently paying attention, not just when metrics dip. PS: When's the last time you talked to a client when nothing was actually broken? #ClientRetention #AgencyLife #ClientExperience #FounderLessons #BusinessGrowth

In October 2021, we generated 250 sales leads in 2 hours without coding, AI, or sales expertise, and we have never looked back. Here's exactly how we’ve used webinars to generate $3M+ in pipeline since launching our company. A week after launching Chezie's ERG platform in August 2021, we hosted a simple webinar that changed everything. The idea came when we noticed most ERG content online was outdated (think black-and-white websites from 2014; it was dark out there). We saw an opportunity. Here’s our process: 1. Find your topic     Look for LinkedIn conversations in your niche. Use tools like Perplexity to research what people are actively searching for.     2. Get the right host     We reached out to my friend Morgan Matthews (she/her), who was working as a DEI Manager at Peloton at the time. Your host should either have a strong following, work at a notable company, or ideally both.      The more notable your speaker, the easier it is to drive signups.      3. Structure your event     We titled ours "From Intent to Impact: How to Get the Most Out of Your ERGs." Morgan gave a 45-minute presentation and left 15 mins for Q&A.      Keep it simple – a fireside chat format lets your host prepare answers in advance.     4. Capture leads strategically     Have attendees share key info during registration (company size, current solutions, etc.). This helps you qualify leads before the event.     5. Execute and follow up       Some tips for a smooth event:       • Host on Zoom (everyone’s familiar with it by now)   • Pay attention to which participants are most engaged   • Share recordings after via email to warm the inbox   • Focus follow-up on qualified leads      Fast-forward to today: We've hosted 60+ events and turned webinars into our #1 go-to-market channel, even as we've expanded to other strategies. If you have questions about the process, qualifying leads, or anything else around webinars as a GTM motion, comment below; I’m happy to help! 👇🏾

LinkedIn will literally find your ICP for you but almost no one does it right. We’ve used these lead lists to book hundreds of qualified sales calls - here’s how it works: – LinkedIn is one of the biggest repositories of (mostly accurate) company information on the internet: • ARR • Company Headcount • Company Growth • Industry • Funding Events (great for finding Series A/B/C companies) • Location As a B2B founder, I can define my ICP based on those demographics. LinkedIn will give me a list of every company whose profile fits. From there, I can target the right people from said companies, send connection requests to them, start commenting on their posts - even run highly targeted ads to them. Those are all new touch points with our ICP, and we don’t have to pray to the LinkedIn algorithm to get them. Here’s how: 1. Go into Sales Navigator or Advanced Search 2. Build an account list first (very important) 3. Play with the filters & save a version I’m happy with After I’ve done that, it’s time to extract the ICP from said companies: 1. Go To Lead  2. Apply the filters of the persona I’m after 3. Make sure to select the account list I just created (it’s under Workflow) 4. Once I’m happy with the outcome, copy the URL and upload it to a tool like HeyReach.io Now I have ICP connection requests flying out every day. Next, I engage with their posts, start commenting, and eventually run Thought Leadership ads to them. 𝗪𝗵𝘆 𝗱𝗼 𝘁𝗵𝗶𝘀 This is a powerful addition to an existing organic content engine. It fixes some of the limitations that come from a purely organic approach. For example: A while ago, I did a post about what I’d do as CMO at a B2B company doing $10M ARR. If an intern sees that post, it’s not super helpful to me. What I’m really hoping is to reach CMOs or CEOs of $10M+ ARR companies. With the organic post, I’m just hoping the algorithm gets it right. With a targeted list, I increase the likelihood that my ICP sees what I wrote. BONUS: I can then target the same list (needs workarounds) with LinkedIn Thought Leadership Ads. This way I guarantee the distribution of my best organic content directly to the ICP List I’ve created before. TLDR: 1. Define ICP 2. Create LinkedIn Lead List 3. Engage with Lead List 4. Run TL Ads to Lead List 5. Convert signals into meetings The power of a good list :)