In my career, especially as the founder of UpFrontOps, I rely on unconventional data points to understand prospects better. One effective method I've used is monitoring social media and digital communities to gauge sentiment around B2B technology trends. This helps in curating product offerings that align closely with current market demands. When I was with the media SaaS company, I found that analyzing organic web traffic sources could reveal untapped prospect profiles. By understanding where surges were coming from, my team boosted organic traffic by 1,178% and custom marketing strategies, directly increasing revenue by $2.2M. At UpFrontOps, I also focus on forming strategic partnerships. By examining our partners' business models and their client success stories, I gain insights into what drives their success. This approach has helped us collaborate with over 4,500 global brands, fostering an environment of innovation and setting our services apart in the RevOps space.
I watch sales reps burn hours researching prospects the old way-scrolling LinkedIn, reading press releases, scanning company reports. That works fine, but I stumbled onto something better for understanding what keeps prospects up at night: I watch how they complain online. Decision-makers rarely announce "We have a problem," but they drop hints everywhere. They'll jump into a competitor's thread about features they wish they had. They chime in on industry talks about bottlenecks. Their company's Glassdoor reviews reveal processes holding teams back. Even quick comments on Twitter or Reddit threads expose unsolved headaches. These aren't just random gripes-they're invitations to start the right conversation. When I notice patterns, I never reference them head-on. Instead of saying "I saw your team mentioning workflow issues," I open doors naturally: "Many teams in your space tell me [specific problem] keeps coming up. Does that ring true for you?" This lets them share their story on their terms. The strongest sales conversations take root before the first hello. Once I grasp their pain points before that initial call, I'm steering the ship, not paddling to catch up.
VP of Demand Generation & Marketing at Thrive Internet Marketing Agency
Answered a year ago
Some of the most effective methods I've developed over the years involve digging deeper and getting creative about how I gather insights. One unconventional technique I use is reviewing public comments on industry blogs, forums, or even news articles relevant to the prospect's sector. By analyzing what they-or their peers-have expressed concerns about or praised, I can uncover pain points that even their marketing material might not highlight. It's a treasure trove of unfiltered insights that often point me directly toward a need I can solve with the product or service I'm selling. Another method is to scope out the company's lesser visible online assets, such as its careers section and employee reviews on platforms like Glassdoor. Pay attention to the language they use when describing their internal culture or organizational goals. For example, a job posting might emphasize "communication challenges within a distributed workforce," giving you a clear inroad to position your product as a solution. These unconventional research methods not only inform my sales conversations but also instantly set me apart as someone who truly understands the prospect's world.
In my experience, one unconventional method I use to research prospects is what I call "digital shadowing." Instead of relying solely on traditional market research or sales data, I immerse myself in the prospect's digital footprint. This involves thoroughly exploring their social media presence, analyzing their website's user experience, and even signing up for their newsletters or product trials incognito. By doing this, I gain invaluable insights into their brand voice, customer engagement strategies, and potential pain points. This approach allows me to understand not just what they do, but how they think and operate. It's a time-intensive process, but it provides a level of understanding that traditional research methods often miss. For example, when we were considering a partnership with a tech startup, I spent a week using their app as if I were a regular customer. I interacted with their chatbot, explored their help center, and even purposely encountered issues to test their customer service. This hands-on experience revealed strengths and weaknesses in their product that weren't apparent from their pitch deck or financial reports. It ultimately led to a more informed decision and a more strategic partnership proposal.
When researching prospects, I prefer to look beyond the standard LinkedIn and company website methods. One unconventional method I've found effective is diving into niche industry forums, Reddit threads, or even listening to podcast episodes where they've been featured. These platforms often provide honest insights into their priorities, challenges, and even personality quirks that aren't captured in a polished bio. For example, I once found a prospect passionate about sustainability through a niche industry blog. During our call, I mentioned how our processes align with eco-friendly standards-it wasn't a sales pitch but rather a genuine connection point. This approach not only personalizes the outreach but also demonstrates that you've done your homework thoughtfully. It's all about meeting prospects where they are and understanding what truly matters to them.
Look at who's commenting on industry blogs, forums, or even Instagram posts-not just who's liking them. Engaged customers speak up. They ask questions, share frustrations, and give clues about what they need. The loud ones? Easy prospects. The quiet ones? Even better. They're paying attention, just waiting for the right offer. Forget surface-level research. Dig deeper, and you'll find prospects who are ready to buy.
A great tool we use is Clay for automating prospect research, pulling data from multiple sources to enrich profiles with relevant insights. We also track LinkedIn job changes - if a key decision-maker recently joined, they may be open to new solutions, while internal promotions can signal shifting priorities. PR articles give context on company strategy, funding rounds, or expansions, helping me position our solution as a natural fit. Podcasts featuring decision-makers often reveal pain points or goals in their own words, which I can reference directly in outreach. By combining these unconventional sources, I ensure my sales conversations are highly relevant and personalized, making it easier to break through the noise.
Go beyond the usual data points and really understand their motivations. In real estate, that means looking beyond basic details like budget and preferred neighborhoods. I dig into lifestyle indicators-where they dine, what local events they attend, even their social media habits-to get a sense of what truly matters to them. If someone constantly posts about their dog, I know they'll care about fenced yards and nearby parks. Walkability might be a significant factor if they're into the restaurant scene. Another unconventional approach is studying market patterns at a hyper-local level. Everyone knows to look at home values and inventory, but I watch for trends in local businesses opening and closing, school rankings shifting, or even how traffic patterns evolve. These things tell me where a neighborhood is headed before the market data catches up. It helps me match prospects to areas that fit their long-term goals, not just their current needs. I also lean into personal referrals in a way that feels more like community-building than selling. Instead of just asking past clients for names, I stay engaged-checking in, offering advice even when they're not in the market, and making introductions when I see connections that could benefit them. This keeps my network warm and naturally leads to new prospects who already trust me before our first conversation. Ultimately, the best research is about understanding people, not just data. The more I focus on who my prospects are beyond their price range, the better I can serve them-which leads to long-term success.
This goes against common advice, but I don't start with company research-I look at who they follow. Most sales reps dig through a prospect's website, LinkedIn profile, and company news, but that paints half the picture. The real story lies in the industry voices they engage with, the content they share, and the people they trust. When a prospect regularly engages with posts about automation and efficiency, they'll connect with messages about saving time and streamlining workflows. If they follow voices passionate about culture and employee experience, I frame conversations around adoption, user-friendliness, and team impact. Their interests reveal their thinking patterns, so I shape my outreach to match. I pay attention to their writing style too. If they write detailed, thoughtful paragraphs, I craft comprehensive emails. If they keep things brief and direct, my messages mirror that approach. Many reps treat research like a box-ticking exercise instead of a window into how someone thinks and decides. Smart prospecting is all about framing your message in their language. And that starts with knowing whose words already resonate with them.
An unorthodox strategy I utilize to gather information about prospects is looking at their brand image and values before contacting them. Since Or & Zon specializes in sustainable luxury, I scan a prospect's social media, website, and other imagery to determine if they focus on ethical sourcing, craftsmanship, or even artisanal work. This analysis enables me to construct my pitch in a way that aligns with their narrative as opposed to delivering a basic one-size-fits-all sales pitch. The other methods I employ rely on looking at less obvious information, like customer reviews, relationships with suppliers, and even their hiring practices. If a retailer broadly advertises an open position for a buyer, or other companies tout sustainability initiatives, they're signaling to be receptive to quality, ethical goods. Networking within artisan circles is another approach. Speaking to some of the craftspeople and suppliers often provides me with information that helps shed light on what certain potential customers may need or what problems they may be trying to solve before the information is made publicly available. These give me a greater and clearer understanding of what those prospects value, which makes the outreach process less of a pitch and more of a collaboration.
I've found that thinking outside the box when researching prospects can make all the difference. While traditional methods like LinkedIn, company websites, and industry reports are effective, sometimes you need to dig deeper to truly understand your prospects and connect with them on a more personal level. Here are some unconventional methods I use: 1. **Social Media Listening Beyond LinkedIn:** Platforms like Twitter, Instagram, and even TikTok can offer unique insights into a prospect's personality, interests, and pain points. I pay attention to the content they share, comment on, or engage with. This helps me tailor my approach to align with their values and current challenges. 2. **Podcast Appearances & Guest Blogs:** Many industry leaders share their thoughts through podcasts or guest blogging. Listening to a prospect on a podcast gives me direct access to their opinions, goals, and challenges. It's like getting a cheat sheet on how to approach them! 3. **Review Sites & Testimonials:** Checking out reviews of the company on Glassdoor, G2, or Trustpilot reveals a lot about their culture, strengths, and areas where they might be seeking improvements. It also helps me identify common challenges their customers or employees face, which I can address in my pitch. 4 **Analyzing Tech Stack:** Tools like BuiltWith or Wappalyzer let me see what technologies a prospect's company is currently using. This gives me an idea of their digital maturity and whether our solutions can integrate with their existing setup. 5. **Exploring Niche Online Communities:** Platforms like Reddit, Quora, or specific Slack groups can reveal unfiltered discussions about industry challenges or even direct feedback on competitors. This gives me insider knowledge on what prospects might be struggling with. 6. **Company Job Postings:** Job listings provide clues about a company's current focus areas or upcoming projects. For instance, if they're hiring for a new marketing role, they might be expanding their team and open to new tools or services. Using these unconventional methods helps me craft more personalized, relevant outreach that resonates with prospects on a deeper level. It's not just about selling-it's about understanding and building genuine connections.
I've landed major deals by understanding my prospects beyond the usual LinkedIn deep dive. One method I swear by? Listening to podcasts they've been a guest on. Most executives and decision-makers have done at least one podcast interview. Unlike social media, where people filter themselves, podcasts reveal how they actually think. They ramble, tell stories, and drop opinions they wouldn't put in writing. I once pitched a partner who casually mentioned on a podcast that they loved working with fast-moving startups. When I reached out, I leaned into our speed and agility instead of talking about our brand. The deal moved forward almost immediately. Most people skim bios. I listen to how prospects talk when they forget they're being sold to. That's where the real insights are.
As a global startup accelerator leader, I focus on LinkedIn's 'Activity' section rather than just profiles. Seeing what potential partners comment on and share reveals their true priorities. Recently, noticing an executive's engagement with AI ethics content helped us land a seven-figure partnership deal.
One unconventional but highly effective way to research prospects is analyzing their company's job postings. Hiring descriptions often reveal a business's biggest challenges and priorities, giving you valuable insight before your outreach. For example, if an eCommerce company is hiring for a "Customer Retention Specialist" and emphasizes skills in loyalty programs and reducing churn, it's a clear signal that retention is a major concern. If you're selling a solution that improves repeat purchases or customer engagement, you can tailor your pitch to directly address that pain point. Instead of a generic outreach, you could say: "I noticed your team is expanding its retention efforts-many brands in your space see a 20-30% increase in repeat sales by optimizing post-purchase engagement. I'd love to share insights on how we've helped similar businesses." This approach shows prospects that you've done your homework and makes your outreach far more relevant and compelling.
When researching prospects, I often go beyond traditional methods like LinkedIn and company websites. One unconventional approach I use is analyzing comment sections on industry blogs, forums, and even YouTube videos related to their business niche. This gives me insight into their pain points, interests, and how they engage with their audience. It's a goldmine for understanding not just what they say publicly, but how they think and respond to real-time feedback. Another tactic I've found effective is reviewing patent filings and trademark registrations, especially for tech or product-based companies. This reveals upcoming projects or innovations they haven't publicly announced, allowing me to tailor my outreach around their future needs. I once secured a client in the tech space by referencing a newly filed patent in my pitch, which showed I was proactive and genuinely interested in their growth trajectory.
Researching prospects doesn't have to mean sticking to LinkedIn or company websites sometimes the best insights come from thinking differently. Start by exploring social media activity beyond the professional stuff. What do they post about on Twitter, Instagram, or even TikTok? Hobbies, causes, or industry trends they care about can help you tailor your pitch. For example, if they're passionate about sustainability, highlight how your product supports eco-friendly practices. Another tactic is diving into niche communities like Reddit, Slack groups, or local meetups. If you're selling to small business owners, a subreddit like r/small business can reveal their pain points and the language they use to describe them. This makes your outreach feel more relatable and authentic. Don't overlook public records or news archives, either. Executives often give interviews or write articles that reveal their priorities or leadership style. If a CEO recently spoke about innovation, reference that in your pitch to show you share their vision. Finally, try reverse engineering your prospect's customer base. Who are they selling to, and what challenges do those customers face? Positioning your product as a way to help them serve their own customers better can be a powerful angle. The goal is to dig into the human side of your prospects what drives them, frustrates them, or excites them. By uncovering these layers, you can craft a pitch that feels personal, relevant, and impossible to ignore.
Tracking Hiring Trends in Job Postings At Raise3D, we understand that many potential customers aren't actively searching for 3D printing solutions yet, but that doesn't mean they won't need them soon. A few months ago, our team noticed a mid-sized aerospace supplier posting multiple job listings for Additive Manufacturing Engineers and R&D roles. This was a clear signal that they were looking to expand their in-house 3D printing capabilities. Rather than waiting for them to reach out, we proactively engaged with their engineering team, offering insights into how Raise3D printers could fit their needs. By closely monitoring LinkedIn Jobs, Indeed, and AngelList, we spot businesses investing in additive manufacturing before they finalize their technology choices. This proactive approach allows us to reach decision-makers early and position Raise3D as a trusted partner rather than just another vendor. Another great example is a medical device company we identified through a hiring surge for biocompatible material specialists. By reaching out early, we helped them integrate Raise3D solutions into their workflow, making prototyping faster and more cost-effective. Tracking hiring trends gives us a huge competitive advantage. It helps us understand a company's pain points, whether it's scaling production, improving prototyping, or integrating new materials. More than once, we've stepped in just as companies were debating whether to invest in 3D printing at all, providing expert guidance before they locked into another solution. This strategy ensures we engage with the right prospects at the right time, offering tailored solutions that align with their evolving needs.
One unconventional way I research prospects is by analyzing their social media engagement patterns rather than just their posts. Seeing what they comment on, who they interact with, and which topics resonate with them helps me tailor my outreach in a way that feels natural. I also check podcast appearances or interviews-these often reveal pain points and priorities that don't show up in standard research. Another method that works well is reverse-engineering their tech stack using tools like BuiltWith or SimilarTech. If I see they're using a competitor's solution, I know exactly how to position my offer. I've also joined industry-specific Slack or Discord communities to see what my prospects are actively discussing. The key is finding where they are most unfiltered and engaged-because that's where the real insights lie.
Forget LinkedIn stalking-everybody does that. If you really wanna dig deep, check where they rant. Twitter, Reddit, even podcast interviews-goldmines for unfiltered opinions. People show their *real* pain points when they're not in sales mode. Another move? Reverse Google their job postings. If they're hiring for marketing but ghosting your CRM pitch, guess what? They probably need leads but don't see you as the solution-yet. Now you've got an angle. And here's a weird one: Venmo. No joke, I've seen execs making public payments with notes like "fantasy football buy-in" or "team happy hour." Boom-instant convo starter. The best sales intel isn't on their website. It's in the cracks where they don't think anyone's looking.
I have literally emailed people on the executive team or board to simply say that you are engaging with their team and you'd like to understand one thing I should know about the organization in relation to their role and the potential of a partnership. Tell them you are doing research, be direct and you'd be surprised how often you can get an answer.