13 days in to Clay training, I’ve noticed the majority obsessed with tactics versus strategy, and on intent signals (responsive), vs. what Cannonball GTM call ‘existential data points’ (proactive).
Existential data points help us identify who urgently needs our product/ service NOW as as a critical business imperative, not just a ‘nice to have’.
It’s the difference between identifying who’s browsing property listings versus who needs to move soon because of a job relocation, growing family etc.
It’s also changes your message from “Interested HR software?” to “I noticed your company just secured Series B funding and is scaling rapidly” to kickstart a relevant, personalised conversation from the get go.
Yes, it’s data-driven.
But – I’ll interject – it’s also heart-driven. It’s the answer to the question ‘what keeps you up at night.’ Don’t forget to talk to your advocate customers IN-PERSON, and synthesise those insights yourself. AI doesn’t always find the diamonds in the rough.
Your existing advocate customers – those that consistently throw money at you – will give you a steer on the critical business imperative that drove them to sign up in the first place.
This is a critical place from where you can expand your understanding of buyer motivations.
Great article, beautifully written by Doug Bell & Jason Crawford, read it here.
Book a Discovery Call with me today.
(strategy + creativity + Clay = 💪🏼)
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