Outbound Playbook: Job Changes
Building plays around job openings & recent hires
Hi all —
Outbound ain’t easy. It’s confusing for a lot of founders. And there’s a lot of noise out there about what works and what doesn’t.
I created the Outbound Architecture diagram to help you visualize the different approaches you might have:
This week, I’m sharing a play I’ve seen work on the Relevant-Personalized side of the framework. You can use this for a single-channel or multi-channel outbound approach.
The trigger? Hiring.
Hiring is a great signal. When someone posts a job, they have:
Budget
A problem or a goal
(And the job description often indicates EXACTLY what this is.)
And when someone starts in a new job, they have:
Something to prove
A lot of emotions (fear, excitement, overwhelm)
Hiring is a signal of change, and you can use that in your outbound.
Here are two tactical ways I’ve used hiring in outbound for Reframe’s portfolio companies:
Approach #1: Leveraging Job Post Data from Apollo
In Apollo, you can filter your target market based on their open job posts:
You can also use the job posting date & range filter to only look at companies that have posted a job in the last few days.
Using Apollo’s Plays feature (their automation/workflow-builder), you can set up a Play that:
Finds companies that have just posted a job that fits your criteria
Finds the right people at those companies
Automatically starts a sequence to the “right” people
There’s a lot of nuance here. You can set up particular sequences to different personas in an org, you can do *just* email or set up a multichannel SDR sequence, you can leverage Apollo’s AI first-line writer to come up with a more personalized sequence… all fun!
Approach #2: Leveraging Recent Hires in LinkedIn Sales Navigator
Apollo’s custom tier allows Job Change notifications and automations… but most of us aren’t going to pay for Apollo’s custom tier.
Instead, LinkedIn Sales Navigator has a cool filter: People who’ve changed jobs in the last 90 days:
Filter for your ICP, then find people who’ve changed jobs in the last 90 days. You can then take this information and either:
Use Apollo’s Chrome Extension to add these particular people to an Apollo sequence
Or, run a LinkedIn-only sequence using an automation tool like Dripify
Super cool stuff. Like anything, it takes a lot of iteration - what works for one company, product, and customer segment won’t necessarily work for yours. But now you can leverage these triggers into interesting outbound approaches for your business!
PS - I set up GTM motions for seed-stage startups so they can find product-market fit and scale efficiently. I have 1 slot available to start in August. Know anyone who could use help? Send them my way! (And reply to this email to learn about my referral program!)