LinkedIn Sales Navigator Tutorial: Generate B2B Leads

[00:00:00]what makes linkedin the most powerful b2b platform there is available on planet today is just one really cool feature [Music] so what's the one thing that really makes linkedin the powerful powerful b2b platform it is today and that one thing is the ability to find your target market using their search functionality so there's a thousand things that let you find and communicate to people but on linkedin what's special about is it lets you find people who are most likely to be the people that are experiencing the pain that you solve and you can reach out to them and start those conversations and what i'm talking about is things like the search functionality but specifically things with sales navigator sales navigator is so powerful the best feature i think is the ability to drill down on people's titles but then also all the other functionality around you know what industry they work with how senior they are how long they've been working there um what location they're in how active they are on the platform it's it's unbelievable so in this video i'm doing something a little bit different i've actually included the entire sales navigator lesson from my coaching program which is a paid program it's three thousand eight hundred dollars but so many people have been asking how to use sales navigator and people asking all these different questions around how to generate leads on linkedin it really comes down to how well you can find the right person so i've actually included um in this video is going to be the entire lesson it's pretty involved so just be warned it does go for a little while but um i just wanted to do this bit of an intro to let you know that i've included this and um what's the the uh what is it the user interface has possibly changed linkedin rolls things out in in stages so some people may see this interface some people may see the new one but the core rules remain the same so i really hope you get some value from this it's super involved it's going to cover everything you need to know about sales navigator and i hope you enjoy cheers hey how's it going ryan caswell here and welcome to your next lesson all around finding your clients on linkedin so this lesson like the last one is going to go over finding your prospects finding your clients finding um your target market on linkedin but unlike the previous lesson we're going to be going into a little bit more detail here how to use specific filters how to use uh sales navigator specifically and it's a little bit less high level and more nitty gritty so we're going to be going over how to define your client um so that you can find them on linkedin some of the filters on sales navigator your two best friends on sales navigator limitations of sales navigator and then we're going to be going into building your first base list and campaign and then if it's required for you this is only for specific people doing a company or account searches hmm all right so let's start by defining your client so when it comes to defining your client the best place to start is just a blank piece of paper and start to write it down write down ideas so you want to start mapping out the different strategies you're thinking of and taking in terms of your outbound legion you don't need more than one specific strategy so say you're targeting decision makers sme that that's enough but some people might have lots of different approaches they might be targeting consultants founders being more bit specific um targeting owners you just have a way to map everything out so for each strategy you're thinking of write down the location the industry the head count and the department or function and the title of the specific person that you're trying to target so just to work along with you just copy these and as an example if i was to start mapping out a strategy i might say all right i'm targeting [Music] owners of smes all right let me just make sure that actually copied there we go and in this i might say all right well location is let's say australia-wide if you're not limited by location you might say worldwide if you are limited you might put sydney or as an example industry you might not have a specific industry or you might need to do a little bit more research on that and we'll touch on that in a bit more detail at the moment we're just getting the categories or the titles out so that you have something to think about something to start mapping out to um company headcounts so what size company are you looking to work with so let's say um 10 to 50ish don't have to be perfect it's just a starting point at this stage department now owners could fit into a number of different departments so you might just put a question mark or if you're targeting hr you might say hr specifically everyone's going to be different here and just having these titles is going to be a great starting point for how to find and who how to find who you need to find for your campaign title is probably the most important one in terms of finding the right people um i'm going to give you a lot of different terms and ways to find people but let's just say owners to begin with and we might uncover that we want to target more than that that's fine but this is kind of what we want to be thinking in terms of lining up with the filters that we can use on linkedin there are more but these are kind of the core foundational filters that we're going to be using so let's come back so the first thing i would suggest doing is start by looking backwards look over your past clients and then locate them on linkedin and then investigate similarities between your clients you know what are they calling themselves what industry are there they in what what does their activity tell you about them what like what specific things can you learn and what similarities can you find by looking at your clients on linkedin and by knowing this we can sort of reverse engineer and start to say oh okay well if these are the kind of people that i've worked with the kind of people that resonate with me maybe that's a good starting point in terms of who i should be looking to find and you might start to strip out some of the information you find and start adding it under these titles here now you might be thinking well i'm not sure who my target market is or maybe you're new and you you haven't really gotten your message and your service is out there yet and you're still not 100 sure who the best person is to work with so the best thing to do is make an educated guess and keep your filters fairly broad on sales navigator for example if you don't know the exact title of your potential client or decision makers but you know they work in hr then you might just want to do a search on hr and see what kind of titles come up and then when you see what kind of titles come up you can start to say oh well those are really relevant those are irrelevant and you'll start to get an idea of what kind of titles to include so we're going to be jumping in and out of sales navigator doing lots of little examples as we go here so for instance if you were to do that and i will go through all these in detail like i said it's good to just put that to an actual example so you might put human resources geography australia so you don't have the giant most giant list in the world and then you can start working through and start to see okay what kind of terms and titles do people call themselves if everything's relevant then great the list is relevant and you don't have to do much more than that but if you're starting to get lots of things that are irrelevant or only a few specific roles that are relevant then it makes sense to say to either say all right well these are the types of people i need to look for or these are the kind of people i need to exclude and we'll talk about how to exclude people from a filter shortly so that's just an example of how you can start to have a brainstorm on different titles by keeping it pretty broad in the beginning another example similar to the example on the department is if you know someone works in for example works in events then just put events in the title and see what other titles come up as well so we'll get rid of this title marketing events manager events lead so you see what i'm saying is if you keep it fairly broad if you're not 100 sure on how to be really targeted in the beginning just keep it broad and do a bit of a brainstorm and see what other roles comes up and it's going to give you more ideas on who to target and who's relevant now it's also worth noting if you're not like i said if you're not 100 sure what industries you work in but you know there are relevant industries and there's irrelevant industries then what you can do is [Music] so on linkedin if you come into industries you'll notice there's a whole list of different industries it is actually a finite list so there's not an infinite number of different lists based on how people spell it or whatever there is that these are actually defined categories and you can get them i've actually included it on a resource that i've been attached below but you can just find it by saying um linkedin industry i think it might be the first one industry codes and what you can do is just start scanning through this list and as you scan through it you can just copy out all the relevant ones to you so that when you start building out your list you can start using them what might be easier though is as you build out your list is just check work through it and then add them in here so let's say human resources marketing advertising you get the idea the point is that if if you aren't sure what industries exist just open up this website like i said i'll include in the resources and you can start to scan through and include all the lists uh all the industries that your customers could potentially exist in and if you want a copy of the resource with everything in it so just head to b2bleeds.com forward slash snr and i'll put the link below and i'll have a whole bunch of useful information so there's that link there to all the different industry codes and i'll be talking about all these other different useful resources and naming conventions and codes in just a minute another thing to consider when you're trying to define your client is that those who pay the bills aren't always the target market and vice versa so you want to try and target people with the most buy-in to the service or the product that you're providing so that they can either drive the decision up the ladder or down the ladder so if you're selling let's say a technical software sas solution it probably doesn't make sense to go to um the the head decision maker or the ceo with it if it's not solving a specific problem that he encounters on a daily basis he's probably just going to see it as another cost another complication but if you reach out to the the the staff that are actually going to be using it maybe engineers maybe i.t professionals and get their buy-in then there's potential that they'll drive that up the line so what you want to do is think all right who who's am i solving the problem for and how do i drive that up the line and vice versa you might have a product that is for a decision maker's team but it's the decision maker who's actually feeling the pain and so he's going to be the one to implement it rather than the team they they might be reluctant to accept it so really just have a good thing about who and who's the problem am i actually solving make sure that they're going to be your target market to reach out to and some other strategies to think of is that there are more than one way to generate clients on linkedin what i mean here is that going directly to your clients whilst that's a very effective strategy isn't the only one and you may want to look at possibilities of joint venture partnerships because these can have huge outcomes if you can reach out to someone who has a similar client base to you but they don't have a competing product then there's this potential if you can build a good relationship and and demonstrate the potential of your service then what you can do is potentially leverage their existing network their existing audience um rather than having to build your own from scratch and vice versa so there's another strategy there and that you can actually reach out to people who already have a network as a way to add value to their existing clients so let's have a bit of a more detailed go through all the filters on sales navigator so let's just jump into sales navigator and have a bit of a look and explanation so i'll just get rid of everything here start from the start some of them i never use so i'm going to brush over pretty quickly so keywords can be a useful one so what this means is it looks for keywords basically anywhere in the person's profile and that can be really useful if there's a specific maybe experience on software that's a very specific word that just wouldn't be used anywhere you'd be able to find that by typing the keyword and seeing if that person has that experience the problem is if you um if it's a broad keyword or something that should be more targeted towards their title then it is a lot more broader than a lot of these other filters so it can be really useful but if you can be more specific on where you're actually looking then i would suggest using these and this is it does its searches based on a string so it needs to be the right spelling to find it and you can do some rules in here you do a boolean search and i'll talk about that in a little bit more detail later but you can actually write rules where you say let's say you're looking for people with sales in their profile and director and then you might say they need to have sales and director in their title or general manager so if you remember back to your high school maths anything in the bracket is treated entirely and then that compares that entire statement against this one so as long as they have either sales and director anywhere in their profile or the term general manager then it will find them now i like to put in case things in double quotation marks when using a longer term or two words or a phrase just to make sure that oops it looks for that specif that exact phrase rather than general or manager somewhere in the title and you don't need to but i'm a little bit obsessive and i feel like it just looks neater and is better when you do it around every term but you just definitely don't need to but i still like to maybe a bit of ocd so that's it for keywords now custom lists isn't something that i really ever use um past lead and account activity once again not nothing i use i'm not going to go into any detail on things that i never use only the things that i see provide the most value so geography is pretty straightforward australia if you're looking in australia uk if you're looking in um uk usa united states of america it's um look i bring the wrong one it's pretty straightforward now relationship we talked about this in the previous video first degree are people who are connected to you second degree are people who are connected to your connections and third are a degree separated again group members are members of specific groups i never really use that only really use first second and third degree connections and each one is mutually exclusive of the other so first degree can't be second degree and second degree can't be third degree now for the purposes of setting up a standard campaign we're only going to be looking at second and third degree connections later on in week five you might want to set up a first degree campaign and then you would look at first degree company you can put the company names in that you want to look at and once again this is based on a text search so it has to use the exact or the correct text that the company has actually used and sometimes companies can use different ways of spelling it and things like that so nab should bring up everyone that works at nab as an example but that it might also be written as national australian bank so nab wouldn't bring up everything but it might also be written as it out in full as well now company searches will search for keywords based on the company's name so if there's information within the company profile that you need to filter or search on that's where you need to do a different search you need to do a search on an account and then find the people who work at those but if you're just looking at industry and you can make an assumption based on the keywords that exist in a company or you have a finite list of companies then this is going to work fine and you can just do a lead search for the people specifically industry pretty straightforward is the industry that you want to look in so most of us put in the obvious ones that we can think of but once again it's worth having uh scan through this list just to make sure you're not missing any there are some pretty obscure ones there um and i know every time i go through this something oh yeah that one is actually relevant and i could have a look at that or i could work with people on that so definitely worth having a scan through that make sure you're not missing any industries uh where was i all right company headcount obviously a really important one are you working with self-employed you know all the way up to 10 000 plus it's really good to segment your lists especially for specific campaigns on being more specific towards company size but um if you're building out say a base list so just a really giant list that you'll create your separate campaigns for then you might just put every single company size that you can work with generally the smaller the easier it is to get a response and more responsive they are but the bigger ones whilst they may not be as responsive you don't generally have a higher customer lifetime value once you get in seniority level honestly i don't use seniority level because that should be dictated by the specific titles you're looking for or you can go into years of experience so you can use it if you like i don't actually use it i find it just creates so say you have a seniority pool and then you have a title um search you then it'll only bring up people that fit into both so it does depend on how um linkedin categorizes people's seniority function department pretty interchangeable basically so once again you can target people based on the specific departments in my experience if you're being fairly specific on the types of titles you probably don't need to use function but if you're going pretty broad on titles or you are targeting a specific function then what i would do is target the function and then just put pretty generic decision maker titles in titles so for instance and i've got this saved using a text so you might look for owners founders or directors head of like decision maker titles within sales as a function generally you don't need to go specific on both um like i said i i if you're being specific enough on the title then you don't really need to include function 2 because people can be it really just depends how linkedin has categorized them and you might miss opportunities and then finally well finally for the main filters tags so i've got a few tags here all you need to do to create a tag is add a tag you can use one of the ones that are already there or you can create one huh i must have already created it test2 create new and then you can add that again if you do a search apply so these two people have been tagged with test2 and then they'll be saved so what that means now is if i wanted to bring up everyone i need to refresh this page in order to get it but now it is there it'll bring up only those people with tests too now there are some other filters too so i won't jump ahead there um yes leave so if you come down to the bottom of this you see view all filters and there's actually some more filters as well here so if you're targeting overseas in like pretty foreign out there countries then you can type english as a profile language to make sure that you get reaching out to people that you know speak your language or maybe you're targeting people that don't speak english something specific um that's a really good way that you can filter out those people look at people's schools um once again senior a lot of these are covered again current years in positions can be useful or years of experience this is a really good way to if you're pretty broad on the title you can start to bring in more experience by saying oh i only want to look at people with more than 10 years of experience so that's a good one that isn't on the main filter but is quite useful past companies can be useful that i don't really use but in here this is probably the one i use the most or um there is one based on the company type where you can actually talk about yeah public company not for profit things like that so that can be quite useful as well i'll just exit that yes leave so that gives you a bit of an idea on the different filters and how you use them so let's talk about your two best friends when it comes to sales navigator and we'll start talking about bullying searches so i mentioned it briefly before boolean search so balloon search is a function that you can use on some of the sales navigate navigator settings not all of them only the ones that are text so the ones that have a finite list of categories like industry or company size or relationship to you you can't use a boolean search because there's only a select number of things that you can choose from but for anything that uses text search you can use a boolean search so this lets you set rules to find types of people you are looking for rather than every single exact term so let's take a look at an example on the provided resource i've already got it open so come down to some useful title cert boolean searches and here's a great uh example of a rule that you can set up to find any decision maker really so director head of chief ceo manager gm founder owner partner president this is pretty much all the main decision maker titles that i can think of and a really great way if you're trying to find decision makers within a specific function or industry so that's an example of a boolean search but you can be a little bit more um i guess tricky or a little bit more skillful than that as well so these are obviously just listing look for this person all this or this or this or this and same here this is a little bit more specific head decision makers so we remove things like head of and manager only looking at directors chief executive officers ceos general managers but this rule here will let you be more specific on let's say decision makers within a specific function so what i mean let's say for example um as an example i'm just going to remove all these or just keep the head count just keep it simple and remove the tags all right let's say for example you wanted to target or in the past your clients have been sales directors director of sales now if i was to put that in the title um of sales director of sales and marketing director of sales you see there's so many different ways that you could write that it's like oh man i'm not going to be able to list out every single title it's a huge pain in the butt plus there's a whole just because you haven't worked with other decision makers in sales or other types of titles doesn't mean that you can't work with them so what this rule does here and this resource you can use these and i'll put any other useful searches or believe searches for titles i'll include here that you can search for and use later but in this example what allows you to do is say all right well look for every every possible combination of director and sales you say well there might be other people who are relevant to me in head of sales or chief executive officer head of sales sales manager president of sales partner sales like you see see where i'm getting at and you can start to bring in a lot more without having to write hundreds of hundreds of different combinations of that specific title which is just crazy that in there and there you go head of growth and sales like some of these titles you just you would just never guess the exact combination in a million years this brings up everyone that's relevant really really really useful and like i said one of your best friends on linkedin so you don't have to use these exact terms it's up to you but these this is a great way to structure out the rules so the last one doesn't have an all obviously in order to include them all this is just so it's laid out needed for you but really this is how it kind of should be laid out it's comparing each rule in the brackets so you might be looking for decision makers in marketing and you might even do something completely different you might say look for people with a combination of engineering and assets or manager assets and manager and things like that it just depends on who you're trying to target but once again great way to bring in a lot of different um really specific people without having to list every single title very powerful best friend on linkedin your other best friend on linkedin is what's called a negative search so let's say within a specific search filter you're getting automate here who's great value and is exactly who you want to work for and then sleazy pete here who keeps turning up in your filter and you want to find a way to get rid of him so let's take a few examples just to show you what i mean by using negative searches so the first one we'll talk about excluding recruiters or consultants and then in the second example i'm going to be talking about finding the remaining people within a location so in this search let's just be a little bit more generic let's say we're just looking for people with sales in their term now you want to look for sales professional as an example but you don't want to look at people who serve the sales industry so let's say you don't this is going to bring up people in recruitment who recruit to sales if that's what's in their title so what you can do is once you add a filter to your filter you can actually remove it now by clicking the little that's weird by clicking that little cross symbol the no smoking symbol so now it's looking for sales professionals but excluding anyone who comes in that also has recruitment so i'm going to make the list smaller just to try and prove or demonstrate my example a bit more detail um brisbane let's only look at second degree connections all right so if we're only looking at let's say we're only looking at people in sales title sales 2k plus or 834 if we want to be specific we could remove people that say recruiter i put recruiter in it adds a few more people to it but then if i exclude that well it wasn't a very good example there's hardly any recruiters in this example let's try and find something that gives me a bit more bang for my buck all right let's say consultant we don't want to deal with consultants in this example so that brings up a lot of extra people so first it adds it to your list and then you click the little no smoking sign well i got rid of the wrong one so yeah you can see it reduces it so it's a bit over 800 before so that means there was about i don't know roughly 100 people that had sales and also consultant in their title it's a really great way to exclude people now what i suggest doing is as you're building a list say you're going australia wide is get the list to lower your location size just so the list size gets small enough that either on this tab or this posted on the linkedin in the past 30 days tab you have a way to see the last pages now that means that it has to be less than two and a half thousand but the reason you want to see the last pages is because this is generally where the results are the worst now the results are the worst on the last pages or if the results are good it means that the filter is really good but if you get to the end in the paid and the searches are really irrelevant then it's going to be a lot more obvious as to what terms to exclude so you might come to the last page and like ah all these people in redemption that's probably meant to be residential but you it might become really obvious as you get towards the last pages of a search as to what terms it's bringing in that shouldn't be there and you can start to run more negative filters so let's say oh associate or you might say oh geez it's bringing in a lot of admin so we need to get rid of things like admin and so you can start to build a really tight list a really specific list without having to then bring all these relevant people in you can start and having to remove them individually now the other example i was talking about is a lot of people let's say you could target australia wide and there's fourteen thousand results now what a lot of people do when they run a campaign is they might run them to specific cities just because they give you a nice convenient campaign size now once you finish going through all the cities you're left with lots of smaller locations but you don't want to have to list every single little location that's a nightmare and it's just really not fathomable so what you can do is say all right search australiawide and um i don't know some of the big business hubs here and don't include the cities that i've already run searches on so basically search the rest of australia so another really good example of using negative filters so your two best friends bullying searches and negative filters not all of them have negative filters i mean there's only three to four categories here but you can do it on company um you can do it on industry title seniority level possibly like i said i don't really use it really powerful function and help you build really tight lists without having to without having to list every single individual one in this case or have to go through manually and exclude relevant people so now it's probably worth understanding some of the limitations of sales navigator now one of the most annoying things is that it does tend to bring in people with multiple present positions so what that means is if i have a look on sales navigator if i looked for sales and director what can sometimes happen is that people have more than one present position so this is actually looking at people's current titles you can look at past um titles but because they can have multiple current positions at any one time it can pull a title from one position and combine it with another so you can put really specific rules but it gets a little bit mixed up because it combines titles so you might be a sales rep in one company and director of i don't know um uh cheese i can't think of anything sorry but the point is it'll it can sometimes combine titles if they have two titles that match the rules it doesn't happen too often and it's not something i would really get too worried about but just something to be aware of now it's also like i said based on how people describe themselves or how linkedin categorizes them now people aren't always updating their profiles every single day and so there is a chance that it's out of date or linkedin has categorized a certain category the wrong way so it's not perfect but it's still your best chance of finding the right people now as you probably know by now and this could change i've seen it change in in last year and linkedin changes all the time the search size limit that you can actually view so you can build and save lists of you know 20 000 million whatever but you're only going to be able to access up to 100 pages times 25 two and a half thousand so just something to be aware of third degree connections can bring in strange results so we only look at third degree connections and let's just look at this tab here the posted in the last 30 days because i want to get to the last page now what can happen is there seems to be a lot of fake profiles that manage to find their way in or people with like only one connection sometimes it's a lot worse but whenever possible try and target second-degree connections um whenever possible the good thing is that second-degree connections actually grow as your network grows but it's worth noting that if you have a really broad term to find and using and looking for third-degree connections you can get a lot of weird fake profiles in there so there's a lot of manual activity involved when you want to find people based on an account search or a company search so i'm only going to go through that at the end because not everyone it's not relevant to everyone but it's something to be aware of when it comes time to building lists based on the company more specific information in the company and the account so it's hard to exclude exceptions to the search rules so if there's someone in your list that is just an exception the the filters working and it makes sense you just can't think of a way to exclude them maybe you've worked with them before what you can do is you can't actually exclude them from the list there's no real easy way because it's this is a saved search essentially um so it's a safe set of rules so if you remove them it's it doesn't really make sense for in linkedin's eyes and because it's a dynamic list it's always changing based on how people change their titles it doesn't seem to want to let you just exclude one specific person so what you can do is create a tag for irrelevant people and apply it and then what you can do and you'll learn more about this in um when you're setting up your campaigns in week four using the software is you can create a campaign that never gets run and you can pull in all the irrelevant people so you can do what you can do is anyone who's irrelevant if you really want to go through and really make sure you don't send specific messages you can tag people as a relevant and then what you might do is start a new search um just put anything in here just to start a search come down to tags and then bring in all the people who are tagged as irrelevant then you can save that as an irrelevant list then when you actually start running your campaigns you can use the software to bring in all these people and you're basically blacklisting them you're saying don't ever message these people so you can't actually remove them from a specific search here but what you can do is blacklist them and then when you start setting up your software the automation software to send out messages just make sure you bring them into your campaign and then they won't get brought into any future campaigns because it's essentially blacklisting that person um from any future campaigns don't worry too much if that doesn't make sense but just know that if you really need to exclude specific people just create an irrelevant tag and then you can remove tagged relevant people later now if it lapses you lose it so if you've got a trial membership or whatever it is on sales navigator or if you let your membership lapse all of your saved searches all of the conversations you have had through um sales navigator inbox will be lost and when you renew it it's too late they're gone so this is just part of linkedin strategy to keep people on the platform so there's a few work around so you can actually save lists so i believe i went through this in the previous video that you just copy the url and then you can paste that in a different profile if you want to share a list if it's taking you a long time to set up you put in a word document you can save it for later yeah you can basically save searches that way now it's also also worth noting if you do have a saved list let's have a example here when you open up a saved list you'll see the um the url here is referring to a saved list so if you're trying to migrate that to a different account that saved id doesn't mean anything to the new account so all you have to do is just remove a filter and then add it back in and now all the rules exist in the url and you can save that and then paste it into another account don't worry if that all seems a bit too complicated just know that if you do if you do let your sales navigator subscription lapse you will lose it and if you have any conversations on linkedin sales navigator and what i mean by that is you can actually connect and message people through when you do it it does it through sales navigator not your normal linkedin inbox so the best way to do it if you're going to do this manually connecting with people is not to connect here but to actually go to view them on linkedin and then you can connect with them here so most people have the connect button there and then message them through linkedin now the software we use to automate the the initial messages actually does it through here and does this process but if you were to do it just keep that in mind that if you do it through sales navigator it's going to keep those in your sales navigator inbox so you see there's two inboxes and it can get a bit confusing so try and do everything through linkedin inbox sales navigator just gives you the ability to message more people without getting restricted by linkedin and the last thing i've touched on this before is that linkedin's constantly changing so i've seen working on so many different profiles at a time where three different profiles i was on had different user interfaces because linkedin's always testing different things and trying different things so don't stress out if yours doesn't look exactly like my screen just know that the core concepts should be more or less the same but different buttons might be in slightly different areas that's just linkedin that just seems to be technology as a whole these days um just something to be aware of so let's have a bit of a play and build your first base list so giant all-encumbersome list and then creating a campaign from that so let's take a look at sales navigator what i would like to touch on just quickly as well is naming convention so for a base list i like to use the naming convention when i save it as base so i know it's like the the base the solid list that everything will be created from or at least specific campaigns will be and then just a really brief description of the audience now when i'm actually saving a list as a campaign and this will all make sense as i go through it um i use this naming convention so zero maybe one for the first campaign geo geography relationship so second degree connections third degree connections both um activity or might even be first degree cam um connections if you're running a first degree campaign activity uh it's either posted in the last 30 days so i just put a 30 or n a not applicable size size of the company industry multiple just put multiple or specific put specific industries don't have to list every single one but just something to let you know so when you look at the name it's very obvious what's in the list and then title once again you might put owners or you might just put multiple or decision makers just something that tells you at a glance what the campaign is and i've got a little approximate list size so i know okay that's how big that list is so i've got those naming conventions on that resource that i mentioned and the naming convention here i actually use a text and save it as a short code so that way i don't have to go back in and look for it and copy and paste it it's just always there ready for me to save a campaign all right so let's take a look at sales navigator and build a really sort of basic example now the interesting thing is with oh my goodness what's going on here oh that was bringing up a pass list so let's just start clean and build a really really simple example of a base list and then creating a campaign from that so just type in anything just to get started and then clear that out so it's just completely blank remove all these other profiles now the tricky thing with sales navigator is sometimes the list can seem too simple to be effective and i go through all this theory and then at the end of it your list could be this and that could be a great list it's specific you're targeting owners it's targeting a specific headcount that you know that works well for you and you're targeting people within australia so that's a really good example of a very simple list that's actually really effective and same thing with founder like i said it doesn't have to be complicated to be effective so if you're targeting founders then that's all it needs to be if you're targeting owners that's all it needs to be they're very specific titles they don't really have you know multiple different meanings like some terms can and so this can be really effective or you might say all right well i'm actually targeting sort of any head decision maker so we come back to our resource here head decision makers like you know the main decision makers at a company so they might copy that term say i'm targeting any main decision maker at uh small to medium business and that could be your list so we target if we're building a base list i like to put second and third degree but really you could put first because we're not creating a specific campaign here which would need to be either a first degree campaign or a second and third standard campaign which i want to set up or it could be an inmail campaign but at the moment we're just setting up a base list we just want to get the search right so in this i might save it as now i never actually use alerts maybe you will but i don't so i'll just save it as base oz sme decision makers and that could be your that could be it that could be your base list that you spawn all your campaigns from or might just be one strategy that you want to try out now then you say all right well i want to be i want to go more specific i want to create a campaign i want a starting point you go all right well let's say let's start sydney and there's still so many results just in sydney you're like oh wow and you go wow look posted on linkedin the last 30 days we know these people are engaged and there's so many of them let's start there but that's still too big for a campaign it's still over two thousand two and a half thousand so all right well we can be even more specific we can be only look at second degree connections you go oh wow there's still so much potential so it really also depends on how much comes into your list as to how specific you can be or how general you need to be the list size can kind of determine your strategies as well so we go all right well like 12 and uh 12 000 that's still too many so you go well maybe i can break up my campaigns and be more specific and this way i'll i'll learn more so i might run a campaign to to start with just to owners now we've got a manageable campaign sized list you go okay well that's a great place to start and then and because it's kind of 1k plus you go well i'm looking in the posted and linked in the past 30 days maybe i can add in the third degree connections just to beef up that list a little bit more so just to make it a little bit bigger it doesn't really add much um extra to it but you might get a couple extra people in there engaged people from second and third so generally i'll always include third degree connections in posted in the past 30 days if if i can because at least i know that they're not fake profiles if they're generally active plus i know yeah i have a if they're active even if they're third degree connections it's worth bringing them in if they're third degree connections and so you might go okay well that's a great starting point that's a great first list and then you say lm name go back to the start and just fill in the blanks you go all right well this will be my first campaign i'll get it set up and ready geography sydney relationship second and third activity 30 days size of the company i think it was 1 to 10 whatever it was industry not applicable title owner and then roughly 1k plus so now you've got your first campaign to start so then you might do another offshoot from that base list come back to your base list and you might create a campaign for founders or you might go keep it australia-wide and go specific on an industry you like working in that you've seen the most results in so you can you can build more targeted less more targeted campaigns it's really up to you there's this there's no shortage of different ways you can do it but it really is up to you but what i do suggest is creating that baseless that base strategy that base filter on this the people that you want to work with like all inclusive and then spawn your profiles off from that now if you're unsure of your search criteria then ask for feedback in the group the facebook group i mean that's what it's there for so you can just post either a screenshot or do a loom screen recording state what you're trying to achieve who you're trying to target and ask for some feedback on on your search so you might just do a screenshot of your search field here you might have to do it in two parts depending on it or you might just do a loom recording or you might just ask for some general feedback but that's what the that's what the group's for it's to get feedback and and to ask so if you're not sure if it's not super obvious to you then reach out to the community and if i see it i'll definitely jump on and give you my two cents as well when i see it alright so that's basically it in terms of finding leads people human beings lead results and for most people you can almost you can basically stop the presentation now and start building your list organizing them writing down who you want to target on your piece of paper and start building your base list and your campaigns you might create maybe two or three you don't have to create more than that just enough to get you started when you get to week four and start setting up your automations your systems and campaigns but some people it's not enough to search for companies based on their name they need to search for specific criteria in the company keywords in the company description maybe technology used things that are very specific if that is you stay for the rest of this video i'm going to be going through how to first of all find specific companies specific accounts and then work your way backwards find a list of people who work at those companies and then when you've got that list of people then it just comes down to building doing another filter like a filter on lead filter on those specific people to build your list for those targeted people based on their company so that's you keep watching until the rest of this video if that's not you you can um keep watching out of interest but what i want you to do is go away build your base list and start mapping out your strategy to reach out to people on linkedin so for those of you who want to learn how to do account searches let's go into that right now okay now as i mentioned earlier doing an account or company search to find your prospects is a bit more of a manual process so i like to think of it or break it out into six six steps basically so first of all you need to build a list of relevant accounts or companies in linkedin now once you have that list you then have to go through one page at a time and find all the people who work at those companies you then need to reduced you need to go into each one of those filters or searches that you create and reduce the list size with an initial filter tag everyone on all those lists page by page create a new lead search with new tags and then once you get to this point you just do a normal search and then save that list that might all sound um like hydroglyphics saying it off the top of my head but it'll all make sense as we work through an example together so let's jump into sales navigator and do a bit of an example just so that you can make those steps relate to something and i will also be adding uh these steps as a resource below so if you check in the resources below there'll be a link to b2bleeds.com forward slash company and that'll give you a resource with these steps on it that you can refer to later so to get things started let's just jump into here and as an example i'll do something simple something really easy like let's say we're looking for companies that deal with ice cream so there's a whole bunch of ice cream shops worldwide and let's just bring it back to australia just to make it a smaller list size now the only time you would do an account search rather than just a regular lead search is if you believe that there are a number of companies that have names that don't have ice cream in the name so it's hard to let's say guess what a company does by its name and you need to look more specifically into the information the company's information it's also worth noting that this is going to look for both ice and cream so if i do that in double quotation marks it'll look for exactly ice cream so yeah it brings it down slightly but it's more relevant so just to give a bit more of a demonstration of what i mean we're looking in accounts because like we would never be able to guess this name that also deals with japanese like ice cream see yeah you're gonna get some irrelevant things in here for the most part you should be dealing with companies that are ice cream based like that's another example wouldn't be able to work out from that name that it deals with ice cream but what we can do is search for keywords in the account description to find ice cream companies i think you guys get the idea now what we want to do in this example is find all the people who work at these companies now there are a whole bunch of other filters you can use on account search so you can look at company size let's say we were um so you can actually when you find the right people then you can go into a com company size on the actual lead search so you don't have to use that here oh no that's department head count sorry company head count let's say we're looking at smaller companies 11 to 200 so that brings our list down to 41.

[01:05:30]that means there's two pages of results one and two so there's other filters growth technology use i've never found technology use super reliable maybe for really large companies um and there's a whole bunch of other filters um you can be useful but um it just really depends how detailed or specific you need to get on the specific companies yes leave all right so now we've got a list we might save that list if if it's a relevant list we might use it again so aussie ice cream shops so that will be a list it'll you've got saved searches it won't save it in the same area as your lead results it'll save it in accounts now what we want to do is actually find relevant people that we can contact at these companies so what we have to do and this is the part so if we come back to our steps the first step was building a list of relevant companies and that's what we just did we did some filters and we saved that list the second step is to find all the people who work at those companies one page at a time now just to keep things tidy i like to just have one tab open for this because it starts to get starts to get pretty hectic pretty fast now you see i've got two pages of results so what i need to do is select everyone select all and if there's any specific companies say there was one i'm like oh well i know that is relevant if you want to do that you can go through and unselect them and then what you do is you click view current employees so i actually make sure i open it in a new tab because you want to keep this page open you want to make this as your first page so i opened i've now created a new tab here with all the employees at these companies now unfortunately i have to do this one page at a time it's a pain in the butt but that's how you do it and then i would do the same thing select all i can go through and check uncheck anyone i don't want to use and then open a new tab it opens a new tab it opens a new tab now this was longer it was 100 25 per page i would have to do that five times and if it was longer again it would be even more tabs up here so you can see how it starts to add up pretty quickly now i've got two pages of results of people based on companies so the first now that we've gone through one page at a time and found all the people and we've got them open in these separate tabs it's a matter of reducing the size with an initial filter so we might be doing a very specific filter but you can do a pretty broad broad filter to just reduce the size of the list because you're going to have to tag everyone and that's a a long process too so what i mean is as an initial filter is you know you're let's say you know you're going to be talking to decision makers specific decision makers so we come to our first list of people we can just come here and put in just put some really broad decision maker terms in here so i've got them saved using atext you can use that resource that's available for download below to put an initial really broad title search on and that reduces the list fairly substantially then you would do that for each tab now the only reason we're doing it this way is to try and reduce the size of the list because we're about to tag everyone one page at a time and if we can bring the list size down it's going to make our life a lot easier you can get more specific here but i like to keep it fairly general so i can be more specific when i have them all in one list to look at and can take my time doing it so you can see both of these all the people so each tab i've put in general filter so that's step three reduce the list sizes with an initial filter then what we want to do is tag everyone on each of these tabs we then want to say all right let's create a tag um ice i just put zero zero ice cream that brings it up to the top because it's alphabetical ice cream all right just remove that and what we need to do is go through select all tag ice cream apply scroll all the way to the bottom and do that for each page yes it's a pain in the butt but think of the money you you can be making and the relationships you can be building and the network well i wasn't paying attention all right cool select all don't worry too much about being too picky about the people in it just just go through this process um quickly select tag ice cream apply select all tag ice cream apply select all tag ice cream apply select all tag ice cream apply last page select all tag ice cream apply that's one tab down now we need to do it for the next tab this one isn't so bad select all tag now um generally you need to refresh in order to get that tag to show up select all tag ice cream apply select all tag ice cream apply alright great now if you had more tabs you can see how that would add up in time um that's why it's not a bad idea to keep the company list sizes smaller um and group them into smaller groups and then build your com um your people profiles out from smaller company lists so step four was to tag everyone now what we want to do is create a new just a regular lead search and bring in all those tagged people so we've got our account search here we just come back to lead results we can keep these tags in or you can just you don't have to have these but it doesn't hurt then what we want to do is bring in our ice cream people actually we'll remove these there we go and it's brought in all of our ice cream people now for some reason that should be a higher number because we definitely take more than 45.

[01:13:31]oh it's because the ice cream is still in the keyword there there we go all right so just be careful of that so now we've brought in all the people who were tagged as ice cream and now that is step five done now all we need to do is we're back to like just running a normal lead search so if we want to refine this further we just take what we learned already in the lesson and and create our searches from this it might already be good enough based on our initial filters or we might want to adjust the filter and be more specific relationship second third geography australia and then generally if the list is smaller than two and a half k you would just save it directly ready for a camp campaign so call it something like zero two australia second and third not applicable company size title industry ice cream shops maybe or you might put some more details at the end because it's a more specific search so that's basically it it's not super complicated it's just a bit of more manual but it gives you a lot more control and allows you to target very specific companies so give that a go if it's required but where possible i do suggest trying to do leads results over um finding companies and then the people at them so you can get that from the resources below if you need to refer to the steps to do a company or an account search so yeah if you are unsure of anything just remember to post uh in the the group that's what it's there for you can either use a screenshot or a loom recording just state what you're trying to achieve and ask for feedback on your search i'll keep an eye out for it and give you my thoughts so your action items for this video uh to create your first base list and filter and search and then map out at least one individual campaign list that is going to be less than two and a half thousand that you will use when you set up your lead generation machine in week four all right that's it for today's video let's get to work and i'll see you in the next lesson [Music] [Music] you