In today’s issue, I’ll share the exact system you can follow if you want to poach your competitor’s audience. These steps will help you use the marketing efforts of your competitors to find qualified prospects, and reach out to them.
If you follow these steps, you’ll find an (almost) endless source of leads, you’ll learn how to start conversations with them, and you’ll book more meetings.
Let’s dive in:
If you don’t have a list of competitors, this step will be a good opportunity to build one. You can go on G2 and list the competitors in your space. Ideally, focus on the ones that have important marketing budgets, as they are more likely to invest in LinkedIn ads (which we will use as a source of leads).
You can also create a second tier in your list, with partners and companies that aren’t directly competing with you, but serving the same types of customers. For example, I could include Amplemarket, as we are partners, and we serve the same types of customers, without ever competing. I can also list all their competitors to get even more lead sources.
Now that you have a list of competitors and partners, you can go to their LinkedIn page and do a quick audit. If the company page is only filled with company announcements, or updates about their new offices, then they are not a fit.
But if the company has posts that get a good engagement (check Amplemarket’s LinkedIn pages for some fun content), or sponsored posts, then you have a good lead source.
You have a shortlist of great companies, now is the time to go and find some leads. Scroll through the organic posts and check if the people who liked these posts fit with your ICP. For example, ZoomInfo recently shared a “Day in the life of an SDR” video on their LinkedIn page, and it collected over 100 reactions and comments. A quick scan of the post reactions and I can already see a few prospects fitting with my ICP.
But the most powerful option is to find the Ads posts from this company. Just go to the Posts section and filter by “Ads”. You’ll then see the ads this company has been running.
For example, this ad about making it to president club without cold calling is a great magnet for prospects who fit with my ICP.
As you can see, there are about 74 leads who have downloaded the guide to making it to president club. I can export these leads with Amplemarket, and this is what it looks like:
Note: I didn’t find a way to export leads from ads without Amplemarket. If you’re not using Amplemarket, you can stick to using organic posts instead.
Now that I have a final list of leads, I can reach out to them with their reaction/download as a trigger. Even better, I can write the message once and send it to all the people who engaged with the post or the ad.
Here’s a template example:
Scott, saw you recently downloaded ZoomInfo’s guide to making it to president club without cold calling. If your reps are struggling to hit the phone, I have developed a 7-step checklist to getting rid of your fear of cold calling.
Worth a peek?
And these are 5 steps you can follow to poach your competitor’s audience.
TL;DR:
Step 1: List your competitors
Step 2: Go to their company page
Step 3: Find their organic posts and/or ads
Step 4: Export fitting leads with Amplemarket
Step 5: Use their engagement as an excuse to reach out
Hope this helps.
Cheers,
Thibaut Souyris
P.S. When you’re ready, here are 3 ways I can help you:
→ (NEW) Enroll in The Prospecting Engine
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