742 - Data-Driven Sales Transformation Insights, with Alan Zhao

Collin Mitchell and Alan Zhao dive into the world of sales transformation, exploring the effective criteria for identifying high-intent website visitors. They discuss key indicators like page views, visit frequency, and active session time that signal serious evaluation by potential leads. The hosts also shed light on the impact of remote work on data accuracy and the evolution of IP identification post-COVID.

Follow the Host:
Collin Mitchell (Partner, Leadium)

Our Episode Guest:
Alan Zhao (Co-Founder, Warmly)

Sponsored By:
Leadium | The leader in outbound sales appointment setting

*If you'd like to be a guest on the show or have any questions, email us at [e-mail] - Just tell us why you're reaching out and we'll contact you as soon as we can!

Episode Transcript

(00:00):
Alright, welcome back to another episode of Sales Transformation brought
to you by Ledium. I'm your host, Collin Mitchell, and we've got Alan Zhao back
on the show. He's the co-founder of Warmly. The last
time we had Alan on, we talked a little bit about all of
the pivots that Warmly has made and the
story behind what has made Warmly

(00:21):
go in the direction that they are with this idea of warm outbound. And
today we're going to dig a little bit deeper into revenue orchestration and what
Yeah, yeah. So, I'm
curious, the thing I think I'm curious here is, what
have you seen as kind of the most effective criteria, right? So

(00:44):
that reps aren't getting pinged like, hey, this person's on your site, this person's on your
site. I'm sure, you know, each team is maybe a little
bit different, but what's kind of some good parameters of like,
you know, to set where it's a good point or
Yeah, this one's gonna vary by company a lot. But
there are certain high intent pages that you want to be taking a look at, like the case studies

(01:07):
page, the pricing page. You want to mute the
careers page. Surprisingly, the
security page, too. If you have a security page, then they might be a little more serious about
the evaluation. And then how many number
of visits has it been? Is it the fifth or the sixth visit? Page
view time, so if they've been on the page for more than five seconds. Or total

(01:28):
active session time, which is not the time that they're idle on the page, and
they just had a browser open, but they were actively scrolling, moving their mouse or something. Having
those be hitting a certain threshold, combined
with, this is the fifth or sixth person that's from a different IP address
from this account that's visited the site, these are all really important indicators,
because it indicates that like, okay, they might be looping other people in, they

(01:50):
got forwarded your email, so they got sent your email from your outreach sequence, they're
forwarding internally to maybe the right stakeholders, they're also taking a look
Yeah. And obviously data is never a hundred percent perfect.
So curious, you know, with a lot of people working from home and
stuff like that is, is, are you still able to

(02:11):
identify a majority of the traffic of who that specific person is
Yes. And the answer is yes. I mean, I think marketing,
uh, has gone through a lot in
terms of its capabilities in the past couple years
to identify exactly who's, on the site or
being able to hook you, basically what happens is this. So in the past, yes,

(02:34):
it was based on IP blocks, your geographic location, that's part of
it. And there's a waterfall structure in place. But since COVID, believe
it or not, the IP identification rate and even the contact level
identification rate has actually gone up. And the reason for
that, and most people don't know this, is because when you sign into some of these third
party tools, you're inadvertently, without even knowing because

(02:55):
no one reads the Terms of Service course, is you're sending your IP address and then
your email to that company. So any
tool that is being
used to authenticate with Google, that authentication process,
they would have your email, they would have your IP address, and they'd have that data, and
they can actually then send that data to these data providers out

(03:20):
Interesting. Yeah, because everybody rather than creating a password would
prefer to just sign in with Google, right? Because it's easier. And
now that we're talking about it, it's actually probably more accurate
than previously, right? Because we know this is Alan's specific
IP address rather than this might be Alan

(03:41):
or we know that it's this company, but we don't necessarily know
Yeah, this kind of gets a little more nuanced, but IP address is
the least specific thing because there could be an entire company behind an
IP address. What you want is the cookies. So
once they've cookied your browser, that browser, whenever it
goes to a different site, like if that site knows that this cookie belongs to them, that

(04:04):
site will know that Alan or Colin is now on that website. Interesting.
It's even more, it's way more specific than just IP. That
one goes through several layers of waterfall evaluation where it
takes into account like maybe you're with your wife and one
of your kids is also on the internet too. If you were the last person

(04:25):
to log in to some service that this grant
overseeing data processing company is looking
at, then there's a high probability
that the next person who goes to a different site with your IP
address, that's probably you because you were the last person to log in. But that's using

(04:46):
Got it. Well, this is definitely an interesting topic.
I mean, I think that you guys are solving a really big problem for
revenue teams. I think that,
you know, with everybody leaning more in the direction of
focusing more on quality over quantity with, you
know, who they're engaging with, this definitely helps that a

(05:08):
lot. So any final thoughts as we kind of wrap things up and
Yeah, no, this has been great. Thank you again for having me on. Best place to find
us. As I mentioned, we'll be on LinkedIn. Drop us
a comment, engage with us in our posts, and we'd
Awesome. We'll drop the links there. And if you missed the first episode with

(05:31):
Alan, where we talked a little bit more about how
they got to this version of Warmly and many other things, we'll drop
that link in the show notes for you as well. If you enjoyed today's episode, please write
us a review, share the show with your friends so
we can help more sellers and sales leaders transform the way