When I came in, Dealroom had no outbound. I'd estimate that about 90% of closed-won deals were inbound, plus a referral motion. Inbound is fantastic, but we knew we couldn't survive on it forever, and that was a big part of why I was hired.
We were already creating a lot of content. We have a founder-led podcast with real practitioners talking about M&A. We then take the podcast content and squeeze all the juice out of it: an infographic, four episodes combined into a white paper, and templates for how to run deals, which people which are highly downloaded.
The problem was that those downloads were just sitting there. Nobody was asking what happened next. What we saw was that people would download, engage, engage, engage for something like two years and then come inbound. They were ready, they just weren't raising a hand.
Starting small with two BDRs
We had two BDRs at the time, and didn't want to go hire more on a hunch. My pitch was: give each of them one asset from a campaign we were running, add a little scripting and a little sequencing, and see if their efforts matriculate through to SQLs. If they do, we hire more BDRs and run more of that type of campaign.
It worked. People booked meetings and those meetings moved through. And even when a deal didn't close, if you picked up the phone and called those people back three months later, the ones who'd consumed the content were very often ready to buy. We called it Allbound.
Adding signals
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DealRoom
