Sales Transformation

Alright, welcome back to another episode of Sales Transformation brought

to you by Ledium. I'm your host, Collin Mitchell, and we've got Alan Zhao back

on the show. He's the co-founder of Warmly. The last

time we had Alan on, we talked a little bit about all of

the pivots that Warmly has made and the

story behind what has made Warmly

go in the direction that they are with this idea of warm outbound. And

today we're going to dig a little bit deeper into revenue orchestration and what

Yeah, yeah. So, I'm

curious, the thing I think I'm curious here is, what

have you seen as kind of the most effective criteria, right? So

that reps aren't getting pinged like, hey, this person's on your site, this person's on your

site. I'm sure, you know, each team is maybe a little

bit different, but what's kind of some good parameters of like,

you know, to set where it's a good point or

Yeah, this one's gonna vary by company a lot. But

there are certain high intent pages that you want to be taking a look at, like the case studies

page, the pricing page. You want to mute the

careers page. Surprisingly, the

security page, too. If you have a security page, then they might be a little more serious about

the evaluation. And then how many number

of visits has it been? Is it the fifth or the sixth visit? Page

view time, so if they've been on the page for more than five seconds. Or total

active session time, which is not the time that they're idle on the page, and

they just had a browser open, but they were actively scrolling, moving their mouse or something. Having

those be hitting a certain threshold, combined

with, this is the fifth or sixth person that's from a different IP address

from this account that's visited the site, these are all really important indicators,

because it indicates that like, okay, they might be looping other people in, they

got forwarded your email, so they got sent your email from your outreach sequence, they're

forwarding internally to maybe the right stakeholders, they're also taking a look

Yeah. And obviously data is never a hundred percent perfect.

So curious, you know, with a lot of people working from home and

stuff like that is, is, are you still able to

identify a majority of the traffic of who that specific person is

Yes. And the answer is yes. I mean, I think marketing,

uh, has gone through a lot in

terms of its capabilities in the past couple years

to identify exactly who's, on the site or

being able to hook you, basically what happens is this. So in the past, yes,

it was based on IP blocks, your geographic location, that's part of

it. And there's a waterfall structure in place. But since COVID, believe

it or not, the IP identification rate and even the contact level

identification rate has actually gone up. And the reason for

that, and most people don't know this, is because when you sign into some of these third

party tools, you're inadvertently, without even knowing because

no one reads the Terms of Service course, is you're sending your IP address and then

your email to that company. So any

tool that is being

used to authenticate with Google, that authentication process,

they would have your email, they would have your IP address, and they'd have that data, and

they can actually then send that data to these data providers out

Interesting. Yeah, because everybody rather than creating a password would

prefer to just sign in with Google, right? Because it's easier. And

now that we're talking about it, it's actually probably more accurate

than previously, right? Because we know this is Alan's specific

IP address rather than this might be Alan

or we know that it's this company, but we don't necessarily know

Yeah, this kind of gets a little more nuanced, but IP address is

the least specific thing because there could be an entire company behind an

IP address. What you want is the cookies. So

once they've cookied your browser, that browser, whenever it

goes to a different site, like if that site knows that this cookie belongs to them, that

site will know that Alan or Colin is now on that website. Interesting.

It's even more, it's way more specific than just IP. That

one goes through several layers of waterfall evaluation where it

takes into account like maybe you're with your wife and one

of your kids is also on the internet too. If you were the last person

to log in to some service that this grant

overseeing data processing company is looking

at, then there's a high probability

that the next person who goes to a different site with your IP

address, that's probably you because you were the last person to log in. But that's using

Got it. Well, this is definitely an interesting topic.

I mean, I think that you guys are solving a really big problem for

revenue teams. I think that,

you know, with everybody leaning more in the direction of

focusing more on quality over quantity with, you

know, who they're engaging with, this definitely helps that a

lot. So any final thoughts as we kind of wrap things up and

Yeah, no, this has been great. Thank you again for having me on. Best place to find

us. As I mentioned, we'll be on LinkedIn. Drop us

a comment, engage with us in our posts, and we'd

Awesome. We'll drop the links there. And if you missed the first episode with

Alan, where we talked a little bit more about how

they got to this version of Warmly and many other things, we'll drop

that link in the show notes for you as well. If you enjoyed today's episode, please write

us a review, share the show with your friends so

we can help more sellers and sales leaders transform the way