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 9 months 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.
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.
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.
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.
I'm excited to share a unique research method I've been using at Zentro - tracking LinkedIn's 'people also viewed' section for our top clients, which often reveals unexpected prospect connections. Last month, this technique helped me discover a cluster of tech startups in Chicago's West Loop that weren't on our radar, leading to three new service contracts. I also find great success in monitoring local tech meetup RSVPs on platforms like Meetup.com, where I can spot growing companies before they hit mainstream visibility.
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.
One unconventional method I use to research prospects is going through their social media posts and interactions. It gives me a unique window into their personality, interests, and communication style. By analyzing the content they share, the accounts they engage with, and how they express themselves online, I can pick up on valuable nuances that may not come across in more formal materials. Social media platforms like LinkedIn, Twitter, and Instagram can reveal a lot about a person's professional and personal life, providing a more holistic view of who they are. For example, I once had a prospect who came across as very buttoned-up and all business in their marketing collateral. However, their social media presence revealed a fun, quirky side with a great sense of humor. This insight allowed me to connect with them on a more personal level and have a warmer rapport right from the start. I noticed they frequently posted about their love for a particular sports team and shared humorous anecdotes about their daily life. This gave me the perfect icebreaker and helped me tailor my communication to resonate more with their personality. Additionally, social media interactions can highlight a prospect's values and priorities. For instance, if they often share content related to sustainability or community service, it indicates that these are important to them. This information can be incredibly useful when crafting proposals or pitches, as it allows me to align my messaging with what matters most to them. By demonstrating that I understand and share their values, I can build trust and establish a stronger connection. In summary, leveraging social media for prospect research provides a deeper understanding of who they are beyond their professional facade. It enables me to engage with them more effectively, create meaningful connections, and ultimately, improve the chances of successful collaboration.
I find that building a real relationship is what sales is based on. However, it is obviously a bit harder to build an authentic relationship when you are in the seller and buyer roles. That's why you should establish a foundation for the relationship beforehand. I figured that initiative is key in sales. And initiating an interaction prior to the sales meeting is what creates authenticity and trust. Therefore, I try to engage with potential customers through social media. For instance, I'll follow them on LinkedIn and repost or comment on their posts. Similarly, I sometimes also leave feedback or ask them questions. I try to be genuinely curious about what the company is all about rather than solely thinking about how to sell to them. This is how you create a real connection, which then makes people more likely to want to talk business.
One unconventional method we use to research prospects is exploring niche community forums or industry-specific groups where prospects are active. These platforms often reveal valuable insights about their business challenges, goals, and current strategies, which might not be readily available on LinkedIn or company websites. Another method is analyzing job postings from the prospect's company. These postings provide clues about upcoming projects, organizational priorities, or areas where they may need external support, such as technology upgrades or process improvements. We also use company social media activity to identify recent wins, product launches, or events they are promoting. This helps us tailor our outreach with timely, relevant information that demonstrates we understand their business. These approaches give us a more comprehensive picture of the prospect, allowing us to craft personalized messages that resonate and build stronger connections.
In my work, I often use social networks and forums that are not popular among business people, which contain unfiltered and valuable information. For example, Reddit and X-these platforms have a huge audience but are rarely used for finding potential customers. You can find real reviews about your company or competitors and understand the pain points of your business. This is best for B2C sales. I also try to follow the prospect's updates on X or LinkedIn, checking out their latest likes, comments, and publications. A short tweet about disappointment with the features of the selected product or the problems the company is currently facing-this is all your opportunity to immediately understand what message you should address to the customer. The main task is to find out about the potential customer's problems before he talks about them. This will immediately show your interest in cooperation and will also give you priority over competitors.
At Lusha, I've found LinkedIn's 'People Also Viewed' section to be a goldmine for finding similar prospects when I identify a good-fit customer. I regularly set up Google Alerts for specific technical terms our prospects use in job postings, which has helped me catch companies right when they're actively looking to solve problems we address.
Being a tech enthusiast, I discovered that pairing public data with social signals gives incredible insights - like monitoring building permits for home improvements or tracking life events through social media. I built Dataflik.com after noticing how combining these seemingly unrelated data points helped me identify homeowners who were likely to sell within 6-12 months.
I like to go through LinkedIn. I look at their activity, posts, and comments to get a sense of their interests, pain points, and personality. I check mutual connections and look for an organic opening to have a conversation. Outside LinkedIn, I'll occasionally scan interviews, podcasts, or industry forums that they've contributed to. This gives me insights into how they think, what problems they're facing, and how I can frame my solution so they'll listen to me.
Customer reviews offer great insights into customers' pain points and existing opportunities for alternative solutions. This approach has worked well for us at Channelwill in our bid to sell our Shopify marketing and post-purchase solutions. We consistently engage in the Shopify community and read customer reviews on other platforms, such as Trustpilot, to understand what aspects of shopping on Shopify frustrate customers. We then use these insights to help us target different merchants who are a fit for our software. Using this approach allows us to target merchants who are keen to resolve their customer pain points and, therefore, are more likely to convert.
Social media platforms like LinkedIn, Twitter, and Facebook are excellent tools for researching potential clients. These platforms offer valuable insights into a person's interests, professional background, and connections. By following and engaging with prospects on social media, you can get a better understanding of their needs and preferences. Additionally, you can leverage your own network to connect with potential clients through mutual connections.
Turn social media into a goldmine by researching prospects' unspoken needs. At Maid Sailors, we once landed a $10k commercial contract by noticing a property manager's Instagram post about a tenant turnover crisis. Instead of cold-pitching, we commented, "We specialize in fast, move-out cleans - let us help!" and followed up with a tailored email. Another tactic: scan local forums and neighborhood groups for complaints about cleaning services. We found a thread in a Brooklyn Facebook group ranting about unreliable cleaners and swooped in with a free trial offer, converting 8 leads in a week. For high-value clients, we use Google Alerts for their business name to catch news like expansions or renovations, which often mean cleaning needs. One client mentioned a new office opening during a podcast interview; we reached out with a move-in cleaning package and closed the deal before competitors even knew. Research isn't just about data it's about timing and empathy. Listen where prospects vent, and you'll find opportunities others miss.