Go Fish in a Puddle with Chelsea Madden

Summary

The Advanced Selling Podcast: "Go Fish in a Puddle with Chelsea Madden"

Release Date: December 4, 2024

In this engaging and insightful episode of The Advanced Selling Podcast, hosts Bill Caskey and Bryan Neale delve deep into the intricacies of B2B sales strategies with a special guest from Sales Intel, Chelsea Madden. This episode, titled "Go Fish in a Puddle," explores the concept of intent data and its pivotal role in modern sales techniques. Below is a comprehensive summary capturing all the key discussions, insights, and conclusions from the episode.

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1. Introduction to Chelsea Madden

The episode kicks off with Bryan Neal introducing Chelsea Madden, a seasoned professional from Sales Intel. Chelsea shares her rich background in sales, spanning from her early days selling apples at a farmer's market in Pittsburgh to her current role in the SaaS and data space. Her extensive experience provides a solid foundation for the discussions that follow.

Bryan Neal [00:04]: "Welcome everybody to the Advanced Selling Podcast... I'm thrilled to have Chelsea Madden from Sales Intel."

Chelsea Madden [01:54]: "I'm originally from Pittsburgh, Pennsylvania. Started selling at the age of 8 at a farmer's market and never turned around or looked back."

2. Understanding Intent in B2B Sales

The core of the episode revolves around the concept of intent data—a term frequently used in SaaS but equally relevant across various industries. Chelsea defines intent as the propensity to purchase, illustrating it with everyday examples.

Chelsea Madden [04:40]: "Imagine that you're purchasing a car... every single place that you go, you see advertisements. That is essentially intent."

She emphasizes that intent data reflects a customer's research and readiness to buy, allowing businesses to tailor their marketing and sales efforts accordingly.

3. The Psychological Aspect of Intent

Bryan probes deeper into the psychological elements underlying intent data, referencing the reticular activator system—the brain's mechanism that makes us more aware of things we've recently focused on.

Bryan Neal [05:53]: "Is there a little bit of psychology behind this?... like, all of a sudden I'm noticing I'm going to go buy... and all of a sudden I start seeing these ads."

Chelsea acknowledges the psychological factors but reiterates that intent data is fundamentally about businesses responding to consumer behavior.

Chelsea Madden [06:05]: "There's some psychology around it... but there are more car ads being presented to you."

4. Applying Intent Data in Sales Strategies

The discussion transitions to how intent data can be leveraged within Account-Based Marketing (ABM) strategies. Chelsea highlights the importance of using specific topics that potential buyers are researching to personalize communication.

Chelsea Madden [07:14]: "It's about creating that ABM strategy... leaning into what you know about them and then being able to form that into your sales pitch."

Bryan adds that even small teams without dedicated marketing can utilize intent data to enhance their sales outreach effectively.

5. Utilizing Intent Data Without Extensive Marketing Resources

For salespeople lacking access to sophisticated intent data tools, Chelsea suggests leveraging first-party intent data through platforms like HubSpot, Mailchimp, or Google Analytics. These tools can capture essential data points such as website traffic, content downloads, and webinar attendance.

Chelsea Madden [11:17]: "Most organizations have some type of marketing automation system... those all have a way to capture your audience."

Bryan advises listeners to collaborate closely with their marketing departments to access and utilize this data effectively.

6. Common Mistakes When Using Intent Data

A significant portion of the conversation addresses pitfalls sales professionals should avoid when implementing intent data strategies. Chelsea underscores the danger of being perceived as "Big Brother" by overly intrusive outreach.

Chelsea Madden [13:00]: "Nobody wants to get an email that says, hi, I'm Chelsea, I'm selling office furniture. I know that you were on my website looking at office furniture."

Conversely, Chelsea warns against being too soft, where salespeople fail to assertively position their offerings, missing the opportunity to capitalize on the captured intent.

Chelsea Madden [14:09]: "At that point, you want to be able to take that content and regurgitate it back them in a more consultative way."

7. The Power of Multi-Threading in Sales

The episode emphasizes the strategy of multi-threading, which involves engaging multiple stakeholders within a target organization to increase the chances of a successful sale. Chelsea illustrates this with an example of targeting not just the CEO but also sales heads, marketing heads, and individual managers.

Chelsea Madden [17:25]: "I believe more is better... I believe better is better, which is how do you prioritize who to go after right at the company."

Bryan complements this by sharing an example from Blind Zebra, demonstrating how multi-threading across different departments can exponentially improve win rates.

Bryan Neal [17:25]: "We are power users of gong... you can get up to a 5x better win rate."

8. Real-World Applications and Stories

To illustrate the practical application of intent data, both hosts share real-life anecdotes. Chelsea discusses her method of targeting various roles within a company based on intent signals, while Bryan recounts how a plant service provider successfully used LinkedIn to connect with potential clients by identifying their moving announcements.

Bryan Neal [21:19]: "Any salesperson... like, hey, there's a new construction company... it's right in front of us."

These stories underscore the effectiveness of intent-driven strategies when executed thoughtfully.

9. Conclusion and Key Takeaways

As the episode wraps up, Bryan and Chelsea summarize the critical insights:

• Intent data is a powerful tool that, when used correctly, can significantly enhance sales strategies.
• Avoid being intrusive or overly passive in outreach efforts.
• Multi-threading increases the likelihood of successful engagements by reaching multiple stakeholders.
• Collaboration with marketing departments is essential to harness both first-party and third-party intent data effectively.

Bryan encourages listeners to reach out to Chelsea for further guidance on implementing intent data strategies.

Chelsea Madden [22:28]: "I'm Chelsea Madden at SalesIntel IO. You can email me directly and I'll coordinate the internal conversations."

10. Notable Quotes with Timestamps

• Chelsea Madden [04:40]: "Imagine that you're purchasing a car... that is essentially intent."
• Bryan Neal [05:53]: "Is there a little bit of psychology behind this?... like, all of a sudden I start seeing these ads."
• Chelsea Madden [07:14]: "It's about creating that ABM strategy... leaning into what you know about them."
• Chelsea Madden [13:00]: "Nobody wants to get an email that says, hi, I'm Chelsea, I'm selling office furniture."
• Bryan Neal [17:25]: "You can get up to a 5x better win rate."
• Chelsea Madden [22:28]: "I'm Chelsea Madden at SalesIntel IO. You can email me directly."

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This episode of The Advanced Selling Podcast provides valuable insights into leveraging intent data to refine and optimize sales strategies. By understanding and implementing the discussed techniques, sales professionals can enhance their prospecting efforts, build stronger client relationships, and ultimately achieve greater sales success.

Transcript

[Brian Neal]

Welcome everybody to the Advanced Selling Podcast, the longest running sales training podcast in the history of podcasts. Another solo episode by B. Neil here. I was with Bill this morning actually recording and now I'm here in solo episode kind of solo. Introduce my guest here in a minute. Don't forget my solo episodes, by the way. In January you're going to see a really cool little fun thing that we're doing for my solo episodes. I think Bill's working on some stuff for his tooth. But we are powered by the Blind Zebra sales operating system. We are currently registering for certification for our January certification class. So if you're interested in how to become certified in the Blind Zebra sales operating system and allow me to be your personal head coach, to certify you, just go to our website, blind-zebra.com or even. I've been given this out. I don't know if I should do this or not, but. Brian. B R Y A N A Blind dash zebra is my email. So you can send all your hate mail to me too about me screwing up your fantasy football leagues, but please don't do that. So with that, thrilled to have. Now I'm not alone. I have a guest. Welcome to the Advanced Selling podcast from Sales Intel, Chelsea Madden. Chelsea, welcome to the Advanced Selling podcast.

[Chelsea Madden]

Thanks so much for having me. I'm excited.

[Brian Neal]

Awesome. And I have to say, because we just met and you have an absolute contagious laugh, don't you? You do, you see, it's just fantastic. I'm just going to hope you giggle the whole time. It's really fun. My wife, who's also a Blind Zebra CEO, is also a very giggly human being. It's just, it's very fun. So, so just start. Tell us a little bit about how you got to the role that you're in, what you're doing now. And then we'll get in to talk about our topic today. We're going to talk about how to know when people are ready to engage or when they're ready to get into the process with us, that that's a word called intent. And I'll tell the listeners, if you've been listening to Bill and me for a long time, we talk about intent as our intention, as like a spiritual thing. Here we're talking about a little bit more mechanical intent. We'll get to that in a minute. So, Chelsea, tell us a little bit about how you got to where you are now.

[Chelsea Madden]

Yeah, I'm originally from Pittsburgh, Pennsylvania. Started selling at the age of 8 at a farmer's market and never turned around or looked back.

[Brian Neal]

Would you sell at the farmer's market?

[Chelsea Madden]

Oh, everything, but mainly apples. I work for an apple orchard and I still think that I hold the quota for the most apple cider sold season. But that is just awesome to be super proud about.

[Brian Neal]

Fantastic.

[Chelsea Madden]

But actually from like a CR career perspective, I moved from nonprofits into the advertising space and worked for newspapers way back when and really had a Rolodex at some point in my sales, my sales history, and then transitioned into SaaS and have been in the data space ever since and currently working at sales Intel.

[Brian Neal]

That's awesome. What a great story. I interviewed my daughter when she was a Girl Scout. She's 22 now, but there's a. There's a podcast episode of me interviewing her when she was nine. No, it's my favorite episode. If you look at Brian interviews his favorite salesperson ever. It's in the archives. That's fantastic. And I asked you, what's that?

[Chelsea Madden]

Did she sell a lot of cookies?

[Brian Neal]

No, she's a terrible. She's a teacher now. She's. And what she'd say this if she was on the show. She hates selling anything about shades buying from sales people hates it, hates it, hates it. So I love that you, like kept it going. It's really, really awesome. And we had to. We have to go back and do some Gen Z, like millennial interpretation. So Rolodex is a little thing that we all have with paper that had names and business cards on it. Right. Newspapers are these things that they used to like print on paper and deliver them to your mailbox every morning. It told you what was going on. Now replaced by the Internet and your phone. So it translates for the kids. Gotta translate for the kids. And I also asked you, I said, oh, you're from Pittsburgh. You a Steelers fan? And you said, I used to be. And you said, I married into the commanders. She married. I'm gonna let that be now. As an NFL referee, I don't make any about teams or anything like that. But on the personal front, you're just. I'm just going to let that be.

[Chelsea Madden]

I mean, they're having season this year.

[Brian Neal]

This is true. This is true.

[Chelsea Madden]

The first of many after holding season tickets for 10 years.

[Brian Neal]

This is a very, very good point. But that's really funny that you. And that's tough blood, that. Leaving the Steelers blood to commander's blood. That's a big deal. From what I'm.

[Chelsea Madden]

My dad still hasn't gotten over it.

[Brian Neal]

I'm sure he hasn't your poor hubs is like, no out. So, okay, this is awesome. So let's talk a little bit about. We talked about this word intent. So let's talk about just broad definition, because we have. It's a very. By the way, people, SaaS stands for software as a service. Most know that, some don't. It's very buzzy in the SaaS in software. It's like they call it intent data. How do I know when someone's ready to engage? Non SaaS companies don't know it as well. So just explain a little bit. What is intent? Buying intent in the first place? How do you define it?

[Chelsea Madden]

Yeah, so it can come by a whole slew of different terms. Propensity to purchase. Right. It can also be like, my best description is, imagine that you're purchasing a car, right? And you start doing all the research. You go to Kelley Blue Book, and you want to compare different between Nissan and Honda and Toyota. All of a sudden, every single place that you go, you see advertisements. That is essentially intent. You have done research on something, and that research is being sold to businesses. And those businesses are now displaying advertisements to you because you've shown the propensity to buy. You've done some type of investigative research, intelligence, etc. And now are showing this intent to purchase.

[Brian Neal]

And it's like. It's like our phones are listening to us. We all know this, right? And there's also this thing. Now, I don't know if this is true or not. I heard this thing called the reticular activator in your brain. That's like when you. When you buy a red car, you see all the red cars, or I have a Bronco, and all of a sudden I see all the Broncos. Is that part of this, too? Is there. Is there a little bit of psychology behind this? Like, all of a sudden I'm noticing I'm going to go buy, you know, business furniture for my office, and all of a sudden I start seeing these ads and things.

[Chelsea Madden]

A little bit of the psychology. Of course there's going to be that suggestive material that comes through, but at the end of the day, your propensity is being purchased by companies that sell what you're looking to purchase.

[Brian Neal]

Interesting.

[Chelsea Madden]

So you might be getting an advertisement from Kia. Never looked at Kia. But you looked at Toyota, Nissan, Mitsubishi. All of a sudden, Kia is like, I better get in front of this person before they make a decision and buy my competitor. So, yes, I would say that there's some psychology around it. Like, I'M noticing more car ads. But there are more car ads being presented to you.

[Brian Neal]

Ah, double whammy. Interesting. So I'm, I'm a seller. I'm a B2B seller. That too, listens to the advanced selling podcast. Yeah. And I'm out doing prospecting work or my marketing. So what you've mentioned so far is probably a marketing function. Is that fair?

[Chelsea Madden]

Yes. But sellers have. This is where the advantage comes to sellers. If you know how to use this data, your communication with that account can be skyrocketed.

[Brian Neal]

Interesting.

[Chelsea Madden]

It's all about how you apply that, not Big Brother in any way. Right. Many sellers are like, I know that you're looking to buy a car. Nobody wants to know that you're looking to buy a car. Right. And you want it to be four door and green. Right. You want to come in with a softer approach and you want to come in with why you're different than everything else that they're looking at.

[Brian Neal]

Interesting.

[Chelsea Madden]

And so it's a, it's about creating that ABM strategy, Account based marketing. Right. Or account based sales strategy and leaning into what you know about them and then being able to form that into your sales pitch.

[Brian Neal]

That's fantastic. So if you don't know what Chelsea's talking about here with ABM account based marketing, we are big fans of blind Z of account based marketing. We are in the middle of a. One of our first real big ABM campaigns and it's working phenomenally well for the number. We started really small. We got really great results so far. Sellers, some people that listen to this have a big marketing, you know, group that supports them in marketing. Some of them don't. Some of them work for a small company that has no marketing. They might have a marketing person, but that person's probably not running ABM type campaigns. What are some things that sellers could do that would go under the heading of ABM type stuff in their prospecting activity?

[Chelsea Madden]

Yeah. So if you're. You have access to this intent data, once you know what they're actively researching on using those topics, they typically are very, very specific. Specific topics. Using those topics in your opening sentences of your emails, in the subject lines of your emails when you're leaving voicemail messages. Again, not in the Big Brother way of like, I know you're looking for this, but talking about those topics within those three areas, really. Is that that psychology component that you were mentioning?

[Brian Neal]

Yeah.

[Chelsea Madden]

Awareness that, hey, they need something, you're now drawing attention to it in a very subliminal way. Not pulling it in big billboard ways of like, we have your car, but more of like, here's how we can under the radar go identifying that you have a need and we have what you're looking for. That is probably the best way that a seller can use this.

[Brian Neal]

Yeah. And that would be for listeners. You know, Bill and I are really, really big on authenticity and intention. These, this intent data stuff starts to push that a little bit. And so really important for our listeners to be super clean with what Chelsea is saying, that it's a knowledge, it's a data point. Now, I'll also say out of duty, if I knew you were googling around for office furniture and I did that, I'd love to be a resource for you. Whether you buy my furniture or someone else's, there's some design elements that we can help with. We can talk about, you know, the levels of. Because you can do everything from fancy steel case stuff to use stuff and everything between. And so it's just a reason to be a resource. It's a, it's a trigger point. Right. Is that. That what you're getting at? Yeah, yeah, yeah. Versus saying, hey, man, I got some great chairs and stuff. I know you're looking for chairs and the office furniture is like, that's too weird.

[Chelsea Madden]

Yeah. And Brian, you made a comment earlier, you said about how it kind of controls the funnel or it becomes more specific. Intent, authentic with. When you apply intent, you're not going to this broad market of 100,000 contacts. You are looking at who is currently looking at those things today. Right. This week. And your pool is so much smaller. But the, the fact is, is that instead of you like fishing in the ocean, you're. You're fishing in the puddle. Right? And so that's where like, you can catch more as a result of that.

[Brian Neal]

Go fishing in a puddle. Did you just make that up? That's brilliant. That's fantastic. Chelsea Madden, 2024. Go fish in a puddle. That's true, though. So listeners are like, oh, that's a great fish in a puddle. But it's true because most people, most salespeople drive around cold call. Whatever they're fishing in the ocean, you got to make. Okay, so now here I'm going to come back to the intent data with all the stuff that sales intel does and all that jazz is just awesome. I want to go to the people who don't have access to the data. I've got no, I've got no marketing team or my marketing team sucks. They have no intent data. I'VE just got this list or I'm cold or I'm networking. Is there anything that a salesperson can do ahead of just a cold call? This sort of creates their own intent data for the not for the non intent data user.

[Chelsea Madden]

Yep. So most organizations have some type of marketing automation system that they're, that they have like a HubSpot or a mailchimp or some type of email go to market system. Those all have a way to capture your audience. Right. Google Analytics is another example. Coming to your website. Website visitors are first party intent. You want to engage those completely different than anything else because they already know about you and they're now trying to make a decision if they want to talk to you. Right. Do they want to buy that, you know, office chair or do they want to buy it from a competitor? They're doing their self examination all on your website. But you want to be able to control that messaging so you have a level of first party intent with access to Google Analytics or HubSpot or again any of those services that typically come on the marketing side that salespeople could be using to strengthen their message.

[Brian Neal]

Yeah.

[Chelsea Madden]

So prioritization.

[Brian Neal]

So if you're listening to this and this information has never been given to you, the to do here for the sales listener is go talk to your marketing person, say hey, do we have Google Analytics? Do we have any stats on that? Do we have email capture or anything like that? Because I'd be shocked if they didn't get it. And I wouldn't be shocked because there's some. Nothing against the marketing people. They're awesome. And sometimes I'm like, seriously? We have like this big list of 600 people hit our website. We haven't talked any. Well, no, no. We were going do some marketing to them. I'm like, all right, how about we get it rolling? The sales front. That's really good. What's a mistake people make when it comes to this Intense. So we do. Someone does exactly what I just said. Oh, they get the website lead. You've already said it a couple times I think. But what's a mistake that people make?

[Chelsea Madden]

The biggest mistake is being big brother.

[Brian Neal]

Yes.

[Chelsea Madden]

Nobody wants to get an email that says, hi, I'm Chelsea, I'm selling office furniture. I know that you were on my website looking at office furniture. Do you want to call me?

[Brian Neal]

Yes.

[Chelsea Madden]

Nobody wants that.

[Brian Neal]

But if you said hey, I'm Chelsea, I'm selling apples, I'm like, you know what? I've heard of you. You, I heard you on the advanced Selling podcast. You're the apple sales. That's good. Yeah, that and I hope, I hope the advanced selling podcast listener wouldn't. Most of our listeners, I think if they listen to NR theme, they wouldn't do that, but it's a good reminder to not do that. So then. But there's another side of this that goes the other way. There's a. There's a way to be almost too soft. You know what I mean? Like, talk about that a little bit. Is there, like, what's the right balance of saying, look, here's what I know, and here's some things, you know, that I think we should talk about versus, like, hey, Chelsea, it's Brian. What's going on? Like, that's kind of too weird too, like, who are you? Why are you calling?

[Chelsea Madden]

Yeah. So it comes back to those topics if you know that that's what they're looking at, or if you get your first party intent and you know that they came to your pricing page or they downloaded an ebook or an article or they attended a webinar. Those are all first party mechanisms of intent.

[Brian Neal]

Yeah.

[Chelsea Madden]

At that point, you want to be able to take that content and regurgitate it back them in a. In a more consultative way. Right. So if you're not using that to your advantage, I think you're being too soft by not giving them a more aggressive message on, like, hey, here's how I really can help. Great. You're downloading this material, you're watching it, or you're perusing my website, but here's what we can actually do.

[Brian Neal]

Yes. Yeah. And you salespeople, you've got to make friends with your marketing department because they likely have all this, and they may or may not be good at what Chelsea's doing or recommending here because this is some stuff that we see. And Bill and I, if you listen to past episodes, we love the marketing people. And there, you know, there are some times when, you know, they think the answer to everything is a better PowerPoint for our pitch deck. And we don't think that's the case because we learn about people through intent data. Right. Good and bad. Like, we learn, or we might learn that they're not. That we can't help them, and it'd be nice to tell them that. Cut them loose. Is there a correlation between. Now we do have at Blind Zebra some intent data. And so here's. There's. I'll give you a real example. I want to hear what you would do with this. So our VP of marketing his name is Skip. He said, hey, this one company, I'm going to leave them nameless.

[Chelsea Madden]

Yep.

[Brian Neal]

Has been all over our website. Multiple people, multiple or multiple pages of our website. The owner, CEO of this company, it's an IT firm, happens to be one of my best friends. And he's one that's always dabbled in buying things from me. And in 20 years, never has. I'm like, oh, that's probably this person. But then I'm like, maybe not, though. I don't know. So what do you do when you've got people that they're like fanboy, fangirl people? Maybe a little bit. I don't know. If you sell apples at the farmer's market, like, oh, my God, let's go to Chelsea's website. Go to Brian. It's like, you know, how do I make sure I don't waste time is I guess, what I'm asking.

[Chelsea Madden]

So I would say that it's not a silver bullet.

[Brian Neal]

Okay.

[Chelsea Madden]

And isn't going to be serving you up leads on a platter, and you are going to close every single one of those. That's. That's unrealistic. Right. And I would say that's probably the number two flaw with intent is that people think that this is a done deal. It's not. You have work to do. But to address what you were saying, I believe in multithreading. The more people I engage, the better. Right. So, yes, your CEO, good friend. I see that you're connected to him as a seller. And I know, Brian, I should use you to talk to the CEO because I see you're connected on LinkedIn. But I'm going to still do my due diligence, and I'm going to go after the sales head and the marketing head and the HR head, because you sell sales consulting and curriculum. And so I'm not going to not cover those. And I'm also going to go a layer down and I'm going to talk to all the managers, the individual contributor managers, because if they need help, they might get this, like, this buzz in their ear and then go to their manager to kind of create that internal progression. So I believe more is better, and I believe better is better, which is how do you prioritize who to go after right at the company, why you should be talking to them, what material you should be sending them, and like, basically combining it all together.

[Brian Neal]

That is just brilliant. There's the mic. There's always a mic drop in the episode. There's no mic to drop on your Front. Mine's sitting here in front of me, but here. So everyone knows we are huge fans of the multithreading. We are big fans of Gong. We are power users of gong. Gong's data is indisputable about multi threading and win rates and indisputable to a exponential multiple like a 5x, meaning that if you multi thread on both sides, seller and buyer, you can get up to a 5x better win rate. So if you're listening to this, here's a mistake and we didn't talk about this, but now that I'm hearing it from you, I'm the one on the website. Brian Neal's, you know, on Sales intel and you, you think, oh, but he's the founder. That sounds good. You're still better off multi threading to skip our VP marketing to Stephanie, who's our CEO. I promise you. Because if you try to deal with me, I'm all over the place. I don't follow through on stuff. I'm too busy. You know what I mean? You get nowhere. I think people make the mistake. They think, oh, that's the one. She's the one. I just got to talk to Chelsea and she's it. And that is such a huge mistake. So I love your advice of the the any intent data is just the key to a door that goes into that firm or that company. Is that fair?

[Chelsea Madden]

That's right.

[Brian Neal]

That's really great.

[Chelsea Madden]

And something that you also mentioned, like with multithreading. I think it's super important that you think about the person you're sending them message too. Brian, if I was going to message you, I would be sending entirely something different than when I messaged Stephanie.

[Brian Neal]

Yes.

[Chelsea Madden]

I want my messages to be authentic and real because even though you might not take action and Stephanie does that psychological component of like, hey, I saw sales and tell hey, that was relevant to me. You're going to start connecting the dots whenever you have internal conversations in the hey, Brian, do you want to talk to me about using intention? It's not going to get you anywhere. So you want it to be personalized and authentic for each of the Personas that you go after. And that's a really important thing.

[Brian Neal]

That's fantastic. I even think about if you, let's say I don't know if Sales intel has a podcast, but if they did, you might call Stephanie to talk about, you know, goal achievement for 2025. You might call me and say, hey, I see you got a sales podcast too. We'd love to have you on the sales podcast. Then we get in this little chit chat like, hey, by the way, I'm talking to Stephanie. I'm like, oh, that's cool. Yeah. I go down to Steph like, hey, I just talked to Chelsea. I was on her podcast. It was awesome. They're great. Let's do business with them. It's a great lesson for you listeners to hear this. That do not. And you know, this is a absolute huge advanced selling podcast. And blind zebra cuss word. We do not say or think the word decision maker. End of story. There is no such thing. There are multiple people involved. There's multiple elements of a process. And I think intent data can pull people down a path to think that it's the person.

[Chelsea Madden]

Yep.

[Brian Neal]

That's the target. It's not the person. That's brilliant, really smart.

[Chelsea Madden]

And I mean, admittedly with intent data, we can't give you who.

[Brian Neal]

Oh, interesting.

[Chelsea Madden]

One of the frustrations that we get a lot from sellers. Right. Customer success site. I have that question always. I need to know who. No, no, I can't get you who. And then it's like it doesn't work well, you have to multi thread.

[Brian Neal]

Yes.

[Chelsea Madden]

Right. First and have your messaging connected to what those individuals care about from your service offering. And then you prioritize that way. The other thing that I would say and that this is my third point is a no, no.

[Brian Neal]

Yeah.

[Chelsea Madden]

Is that it's not just, you know, the first party intent and the intent that you get from providers like Sales intel and others. That's not at all, that's not everything that's out there. Right. Like you still are going to have luck by like driving down the road and being like, hey, yeah, you have a conversation with this guy. I think I go somewhere with that. Right. So like it's not like just put all of your eggs in that basket. Continue to do the behaviors that you're having and ab test it. Bring it in as something to like, hey, is this, is this more successful for me as I continue to, you know, do all of the same routine and processes that I've had in the past?

[Brian Neal]

That's awesome. It's a great little story. There's a gentleman who's, I'm not going to use his name. So I didn't get permission to who takes care of our plants in our office? And he cold called us right when we moved and said, hey, here's what I do. I do full plant service. I bring all the plants, I take care of them. You don't do anything that's this much a month. We're like, yeah, let's do it. Nicest guy, great guy, but he is a genius. All he does is scout, is follow LinkedIn, look for people who are moving, who announce a move or. And then he cold calls them, hits them up on LinkedIn, Cold calls him. And that's all he does.

[Chelsea Madden]

Well, that's all.

[Brian Neal]

That's all he does. I know, that's what I mean. It's brilliant. Any salesperson, you know what I mean? Like, if you sell construction equipment, you could be like, hey, there's a new construction company or they're, you know, they're expanding or they're opening an office. The intent data is like right in front of us is what I'm trying to say. Right. Right in front of us.

[Chelsea Madden]

Yep.

[Brian Neal]

We just have to use it, you know, and people just like, oh my gosh, this is great. So. Well, this has been awesome. So first, tell our audience, our members if they're. If you don't have intent data in your place, you need to hook Chelsea up with your VP of marketing and marketing director. Is that cool to do?

[Chelsea Madden]

Yeah, absolutely.

[Brian Neal]

How do people get a hold of you first?

[Chelsea Madden]

Yeah. So I'm Chelsea Madden at SalesIntel IO. You can email me directly and I'll coordinate the internal conversations. But definitely intent is something that sales intel does very well on multiple levels. So the first party, intent, as I mentioned, your website traffic, but then also that third party of like what they're researching external.

[Brian Neal]

Yeah, that's great. And can you spell your name so.

[Chelsea Madden]

Everybody can C H E L S E A dot M A D D E N at sales and tell IO. Yeah. And I can't believe you didn't ask me if I was related to John Madden. That would have been.

[Brian Neal]

Are you John Madden?

[Chelsea Madden]

But not.

[Brian Neal]

I just refereed the. I refereed the Thanksgiving Day game. It was an honor of John Madden actually. The players wore a little sticker, like in little patches for John Madden. We had a coin about him. It's really, really cool.

[Chelsea Madden]

That is cool.

[Brian Neal]

It's really, really cool. Well, this has been awesome. Thanks for being here. If you don't know what intent data or intent is about buyer, not the kind of intention that Bill and I usually talk about. Different kind. You should look it up, Google it, ChatGPT at all those other things. Sales intel is as good as they get when it comes to helping sellers with intent data and it is extremely effective way to build your business for your salesperson. And you know, if your marketing department is too cheap we just gave you two examples. You can be like my plant guy and just go to LinkedIn, watch things and reach out to people, but use this and then multithread. That was a mic drop to go fish in a puddle. That's it. If you want to know how to become certified in Blind Zebra sales operating system, just go to blind-zebra.com or email me personally. B R Y a [e-mail]. chelsea, thanks for being here. We'll see you next time in the canceling podcast.