1
00:00:00,048 --> 00:00:03,732
Alright, welcome back to another episode of Sales Transformation brought
2
00:00:03,752 --> 00:00:07,035
to you by Ledium. I'm your host, Collin Mitchell, and we've got Alan Zhao back
3
00:00:07,235 --> 00:00:10,538
on the show. He's the co-founder of Warmly. The last
4
00:00:10,578 --> 00:00:13,762
time we had Alan on, we talked a little bit about all of
5
00:00:13,842 --> 00:00:17,305
the pivots that Warmly has made and the
6
00:00:18,386 --> 00:00:21,770
story behind what has made Warmly
7
00:00:21,810 --> 00:00:25,654
go in the direction that they are with this idea of warm outbound. And
8
00:00:25,674 --> 00:00:28,798
today we're going to dig a little bit deeper into revenue orchestration and what
9
00:00:33,984 --> 00:00:37,193
Yeah, yeah. So, I'm
10
00:00:37,274 --> 00:00:41,035
curious, the thing I think I'm curious here is, what
11
00:00:41,155 --> 00:00:44,696
have you seen as kind of the most effective criteria, right? So
12
00:00:44,716 --> 00:00:47,877
that reps aren't getting pinged like, hey, this person's on your site, this person's on your
13
00:00:47,897 --> 00:00:51,137
site. I'm sure, you know, each team is maybe a little
14
00:00:51,157 --> 00:00:54,458
bit different, but what's kind of some good parameters of like,
15
00:00:54,999 --> 00:00:58,159
you know, to set where it's a good point or
16
00:01:00,680 --> 00:01:04,078
Yeah, this one's gonna vary by company a lot. But
17
00:01:04,098 --> 00:01:07,479
there are certain high intent pages that you want to be taking a look at, like the case studies
18
00:01:07,519 --> 00:01:10,821
page, the pricing page. You want to mute the
19
00:01:10,881 --> 00:01:14,062
careers page. Surprisingly, the
20
00:01:14,102 --> 00:01:17,283
security page, too. If you have a security page, then they might be a little more serious about
21
00:01:17,303 --> 00:01:20,604
the evaluation. And then how many number
22
00:01:20,625 --> 00:01:25,226
of visits has it been? Is it the fifth or the sixth visit? Page
23
00:01:25,286 --> 00:01:28,828
view time, so if they've been on the page for more than five seconds. Or total
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00:01:28,888 --> 00:01:32,536
active session time, which is not the time that they're idle on the page, and
25
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they just had a browser open, but they were actively scrolling, moving their mouse or something. Having
26
00:01:36,359 --> 00:01:39,861
those be hitting a certain threshold, combined
27
00:01:39,921 --> 00:01:43,324
with, this is the fifth or sixth person that's from a different IP address
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00:01:43,604 --> 00:01:47,066
from this account that's visited the site, these are all really important indicators,
29
00:01:47,146 --> 00:01:50,389
because it indicates that like, okay, they might be looping other people in, they
30
00:01:50,409 --> 00:01:54,291
got forwarded your email, so they got sent your email from your outreach sequence, they're
31
00:01:54,311 --> 00:01:57,594
forwarding internally to maybe the right stakeholders, they're also taking a look
32
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Yeah. And obviously data is never a hundred percent perfect.
33
00:02:04,500 --> 00:02:07,682
So curious, you know, with a lot of people working from home and
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stuff like that is, is, are you still able to
35
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identify a majority of the traffic of who that specific person is
36
00:02:16,248 --> 00:02:19,790
Yes. And the answer is yes. I mean, I think marketing,
37
00:02:20,531 --> 00:02:24,133
uh, has gone through a lot in
38
00:02:24,173 --> 00:02:27,716
terms of its capabilities in the past couple years
39
00:02:27,736 --> 00:02:30,936
to identify exactly who's, on the site or
40
00:02:31,257 --> 00:02:34,499
being able to hook you, basically what happens is this. So in the past, yes,
41
00:02:34,559 --> 00:02:37,741
it was based on IP blocks, your geographic location, that's part of
42
00:02:37,801 --> 00:02:41,703
it. And there's a waterfall structure in place. But since COVID, believe
43
00:02:41,743 --> 00:02:45,245
it or not, the IP identification rate and even the contact level
44
00:02:45,265 --> 00:02:48,367
identification rate has actually gone up. And the reason for
45
00:02:48,407 --> 00:02:51,649
that, and most people don't know this, is because when you sign into some of these third
46
00:02:51,689 --> 00:02:54,991
party tools, you're inadvertently, without even knowing because
47
00:02:55,051 --> 00:02:58,199
no one reads the Terms of Service course, is you're sending your IP address and then
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your email to that company. So any
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00:03:01,900 --> 00:03:06,141
tool that is being
50
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used to authenticate with Google, that authentication process,
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they would have your email, they would have your IP address, and they'd have that data, and
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they can actually then send that data to these data providers out
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Interesting. Yeah, because everybody rather than creating a password would
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prefer to just sign in with Google, right? Because it's easier. And
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now that we're talking about it, it's actually probably more accurate
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than previously, right? Because we know this is Alan's specific
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IP address rather than this might be Alan
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or we know that it's this company, but we don't necessarily know
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Yeah, this kind of gets a little more nuanced, but IP address is
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the least specific thing because there could be an entire company behind an
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IP address. What you want is the cookies. So
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once they've cookied your browser, that browser, whenever it
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goes to a different site, like if that site knows that this cookie belongs to them, that
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00:04:04,232 --> 00:04:10,516
site will know that Alan or Colin is now on that website. Interesting.
65
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It's even more, it's way more specific than just IP. That
66
00:04:15,233 --> 00:04:18,435
one goes through several layers of waterfall evaluation where it
67
00:04:18,455 --> 00:04:21,657
takes into account like maybe you're with your wife and one
68
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of your kids is also on the internet too. If you were the last person
69
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to log in to some service that this grant
70
00:04:28,741 --> 00:04:32,363
overseeing data processing company is looking
71
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at, then there's a high probability
72
00:04:36,565 --> 00:04:39,747
that the next person who goes to a different site with your IP
73
00:04:39,767 --> 00:04:42,980
address, that's probably you because you were the last person to log in. But that's using
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Got it. Well, this is definitely an interesting topic.
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I mean, I think that you guys are solving a really big problem for
76
00:04:54,324 --> 00:04:57,565
revenue teams. I think that,
77
00:04:57,685 --> 00:05:01,166
you know, with everybody leaning more in the direction of
78
00:05:01,686 --> 00:05:04,986
focusing more on quality over quantity with, you
79
00:05:05,006 --> 00:05:08,207
know, who they're engaging with, this definitely helps that a
80
00:05:08,247 --> 00:05:11,628
lot. So any final thoughts as we kind of wrap things up and
81
00:05:15,445 --> 00:05:18,749
Yeah, no, this has been great. Thank you again for having me on. Best place to find
82
00:05:18,809 --> 00:05:21,913
us. As I mentioned, we'll be on LinkedIn. Drop us
83
00:05:21,973 --> 00:05:25,818
a comment, engage with us in our posts, and we'd
84
00:05:27,838 --> 00:05:31,220
Awesome. We'll drop the links there. And if you missed the first episode with
85
00:05:31,300 --> 00:05:35,022
Alan, where we talked a little bit more about how
86
00:05:35,082 --> 00:05:38,344
they got to this version of Warmly and many other things, we'll drop
87
00:05:38,384 --> 00:05:41,706
that link in the show notes for you as well. If you enjoyed today's episode, please write
88
00:05:41,746 --> 00:05:44,868
us a review, share the show with your friends so
89
00:05:44,888 --> 00:05:48,090
we can help more sellers and sales leaders transform the way
00:00:00,048 --> 00:00:03,732
Alright, welcome back to another episode of Sales Transformation brought
2
00:00:03,752 --> 00:00:07,035
to you by Ledium. I'm your host, Collin Mitchell, and we've got Alan Zhao back
3
00:00:07,235 --> 00:00:10,538
on the show. He's the co-founder of Warmly. The last
4
00:00:10,578 --> 00:00:13,762
time we had Alan on, we talked a little bit about all of
5
00:00:13,842 --> 00:00:17,305
the pivots that Warmly has made and the
6
00:00:18,386 --> 00:00:21,770
story behind what has made Warmly
7
00:00:21,810 --> 00:00:25,654
go in the direction that they are with this idea of warm outbound. And
8
00:00:25,674 --> 00:00:28,798
today we're going to dig a little bit deeper into revenue orchestration and what
9
00:00:33,984 --> 00:00:37,193
Yeah, yeah. So, I'm
10
00:00:37,274 --> 00:00:41,035
curious, the thing I think I'm curious here is, what
11
00:00:41,155 --> 00:00:44,696
have you seen as kind of the most effective criteria, right? So
12
00:00:44,716 --> 00:00:47,877
that reps aren't getting pinged like, hey, this person's on your site, this person's on your
13
00:00:47,897 --> 00:00:51,137
site. I'm sure, you know, each team is maybe a little
14
00:00:51,157 --> 00:00:54,458
bit different, but what's kind of some good parameters of like,
15
00:00:54,999 --> 00:00:58,159
you know, to set where it's a good point or
16
00:01:00,680 --> 00:01:04,078
Yeah, this one's gonna vary by company a lot. But
17
00:01:04,098 --> 00:01:07,479
there are certain high intent pages that you want to be taking a look at, like the case studies
18
00:01:07,519 --> 00:01:10,821
page, the pricing page. You want to mute the
19
00:01:10,881 --> 00:01:14,062
careers page. Surprisingly, the
20
00:01:14,102 --> 00:01:17,283
security page, too. If you have a security page, then they might be a little more serious about
21
00:01:17,303 --> 00:01:20,604
the evaluation. And then how many number
22
00:01:20,625 --> 00:01:25,226
of visits has it been? Is it the fifth or the sixth visit? Page
23
00:01:25,286 --> 00:01:28,828
view time, so if they've been on the page for more than five seconds. Or total
24
00:01:28,888 --> 00:01:32,536
active session time, which is not the time that they're idle on the page, and
25
00:01:32,556 --> 00:01:36,319
they just had a browser open, but they were actively scrolling, moving their mouse or something. Having
26
00:01:36,359 --> 00:01:39,861
those be hitting a certain threshold, combined
27
00:01:39,921 --> 00:01:43,324
with, this is the fifth or sixth person that's from a different IP address
28
00:01:43,604 --> 00:01:47,066
from this account that's visited the site, these are all really important indicators,
29
00:01:47,146 --> 00:01:50,389
because it indicates that like, okay, they might be looping other people in, they
30
00:01:50,409 --> 00:01:54,291
got forwarded your email, so they got sent your email from your outreach sequence, they're
31
00:01:54,311 --> 00:01:57,594
forwarding internally to maybe the right stakeholders, they're also taking a look
32
00:02:00,657 --> 00:02:04,400
Yeah. And obviously data is never a hundred percent perfect.
33
00:02:04,500 --> 00:02:07,682
So curious, you know, with a lot of people working from home and
34
00:02:07,722 --> 00:02:11,204
stuff like that is, is, are you still able to
35
00:02:11,525 --> 00:02:14,967
identify a majority of the traffic of who that specific person is
36
00:02:16,248 --> 00:02:19,790
Yes. And the answer is yes. I mean, I think marketing,
37
00:02:20,531 --> 00:02:24,133
uh, has gone through a lot in
38
00:02:24,173 --> 00:02:27,716
terms of its capabilities in the past couple years
39
00:02:27,736 --> 00:02:30,936
to identify exactly who's, on the site or
40
00:02:31,257 --> 00:02:34,499
being able to hook you, basically what happens is this. So in the past, yes,
41
00:02:34,559 --> 00:02:37,741
it was based on IP blocks, your geographic location, that's part of
42
00:02:37,801 --> 00:02:41,703
it. And there's a waterfall structure in place. But since COVID, believe
43
00:02:41,743 --> 00:02:45,245
it or not, the IP identification rate and even the contact level
44
00:02:45,265 --> 00:02:48,367
identification rate has actually gone up. And the reason for
45
00:02:48,407 --> 00:02:51,649
that, and most people don't know this, is because when you sign into some of these third
46
00:02:51,689 --> 00:02:54,991
party tools, you're inadvertently, without even knowing because
47
00:02:55,051 --> 00:02:58,199
no one reads the Terms of Service course, is you're sending your IP address and then
48
00:02:58,239 --> 00:03:01,840
your email to that company. So any
49
00:03:01,900 --> 00:03:06,141
tool that is being
50
00:03:06,201 --> 00:03:10,063
used to authenticate with Google, that authentication process,
51
00:03:10,083 --> 00:03:13,284
they would have your email, they would have your IP address, and they'd have that data, and
52
00:03:13,304 --> 00:03:16,945
they can actually then send that data to these data providers out
53
00:03:20,722 --> 00:03:24,685
Interesting. Yeah, because everybody rather than creating a password would
54
00:03:24,725 --> 00:03:29,109
prefer to just sign in with Google, right? Because it's easier. And
55
00:03:30,129 --> 00:03:33,532
now that we're talking about it, it's actually probably more accurate
56
00:03:33,812 --> 00:03:37,475
than previously, right? Because we know this is Alan's specific
57
00:03:37,815 --> 00:03:41,398
IP address rather than this might be Alan
58
00:03:41,498 --> 00:03:44,701
or we know that it's this company, but we don't necessarily know
59
00:03:46,700 --> 00:03:49,842
Yeah, this kind of gets a little more nuanced, but IP address is
60
00:03:50,643 --> 00:03:53,705
the least specific thing because there could be an entire company behind an
61
00:03:53,785 --> 00:03:57,047
IP address. What you want is the cookies. So
62
00:03:57,107 --> 00:04:00,509
once they've cookied your browser, that browser, whenever it
63
00:04:00,549 --> 00:04:04,192
goes to a different site, like if that site knows that this cookie belongs to them, that
64
00:04:04,232 --> 00:04:10,516
site will know that Alan or Colin is now on that website. Interesting.
65
00:04:10,676 --> 00:04:15,153
It's even more, it's way more specific than just IP. That
66
00:04:15,233 --> 00:04:18,435
one goes through several layers of waterfall evaluation where it
67
00:04:18,455 --> 00:04:21,657
takes into account like maybe you're with your wife and one
68
00:04:21,677 --> 00:04:25,299
of your kids is also on the internet too. If you were the last person
69
00:04:25,359 --> 00:04:28,661
to log in to some service that this grant
70
00:04:28,741 --> 00:04:32,363
overseeing data processing company is looking
71
00:04:32,403 --> 00:04:36,485
at, then there's a high probability
72
00:04:36,565 --> 00:04:39,747
that the next person who goes to a different site with your IP
73
00:04:39,767 --> 00:04:42,980
address, that's probably you because you were the last person to log in. But that's using
74
00:04:46,423 --> 00:04:50,184
Got it. Well, this is definitely an interesting topic.
75
00:04:50,284 --> 00:04:54,164
I mean, I think that you guys are solving a really big problem for
76
00:04:54,324 --> 00:04:57,565
revenue teams. I think that,
77
00:04:57,685 --> 00:05:01,166
you know, with everybody leaning more in the direction of
78
00:05:01,686 --> 00:05:04,986
focusing more on quality over quantity with, you
79
00:05:05,006 --> 00:05:08,207
know, who they're engaging with, this definitely helps that a
80
00:05:08,247 --> 00:05:11,628
lot. So any final thoughts as we kind of wrap things up and
81
00:05:15,445 --> 00:05:18,749
Yeah, no, this has been great. Thank you again for having me on. Best place to find
82
00:05:18,809 --> 00:05:21,913
us. As I mentioned, we'll be on LinkedIn. Drop us
83
00:05:21,973 --> 00:05:25,818
a comment, engage with us in our posts, and we'd
84
00:05:27,838 --> 00:05:31,220
Awesome. We'll drop the links there. And if you missed the first episode with
85
00:05:31,300 --> 00:05:35,022
Alan, where we talked a little bit more about how
86
00:05:35,082 --> 00:05:38,344
they got to this version of Warmly and many other things, we'll drop
87
00:05:38,384 --> 00:05:41,706
that link in the show notes for you as well. If you enjoyed today's episode, please write
88
00:05:41,746 --> 00:05:44,868
us a review, share the show with your friends so
89
00:05:44,888 --> 00:05:48,090
we can help more sellers and sales leaders transform the way
