The 4 key ingredients: business development game changers for SourceWhale users

good morning good afternoon uh from wherever that you’re joining us from today I’m really really really looking forward to this session uh for me it’s the afternoon here in the UK but I know a lot of you are joining us from an American client base as well so I appreciate everyone taking 30 minutes maybe 45 minutes out of the Diary to join us for this session honestly I’m super super excited to be running this one today um and really looking forward to sharing a number of the insights and a number of kind of fresh releases with a lot of people as well um I just want to start by saying I I’m joining you live here from a wework in London and I mean if you’ve ever worked in a wework before you understand what I mean by the little booths that are available uh so I’ve managed to to grab one of those um I must say I’m not convinced that there’s a lot of oxygen in these so hopefully we can get through the next 30 to 45 minutes without me passing out and if at any point I need to I’m sure I can open the door as well and for those of you and who have not joined the webinar that I’ve been involved in before my name is Dougie Dougie Lauren I am the Seattle at source wheel and so I’m really lucky I get to lead our sales our customer success and our marketing teams on a day-to-day basis and I’m also terribly Scottish for my sins as well so if I’m not making sense at any point or I’m speaking too fast which I have a tendency to do I won’t be offended if you ask me to slow down or repeat myself um the session today will take around 30 minutes maybe up to 45 minutes but the intention of it really is to deliver some gold to you in the form of insights data and some really actionable approaches that you can start to implement as part of your business development approach throughout the rest of this year and who knows maybe even into next year as well let’s let’s see what the data tells us in three to six months time and if you do have any questions at any point you can use the chat bar or the chat kind of window here on the right hand side I will do my best to answer any questions as and when they come in and so yeah please feel free to to hop in there at any point my intention is really to keep this one nice and Casual nice and conversational with you also yeah like I said feel free to feel free to drop in there and if there’s anything that comes up or Springs to mind um but I think that’s us um I think we should probably get started and getting going and Bill you’re asking if you should be hitting voices um you should so um if you can’t then I’m hoping my microphone’s okay and it’s maybe just the volume on your on your desktop but if anyone else can’t hear me then please by all means let me know I’m more than happy to to maybe sort things out for my headphone perspective as well so let’s get started then and let me share my screen which has become something of a a a common phrase I think over the last a couple of years since the pandemic and whatnot and let me see if I can bring this up and if I share my screen now hopefully all of you guys can see a slide deck which has a slightly younger version of my face on it and before we get started um if somebody could just let me know in the comments that you’re able to see that that would be great and then we can then we can get cracking on or if you can’t see it for any reason please just uh please just let me know um so like I said the this um this webinar is Graham thank you very much all good appreciate it so really want to talk you through this webinar today and in terms of making sure that we’re delivering as much value to him it actually forms the part of something that I’m really excited to share with our customer base um which is something that we call lifetime learning I’ve been working really closely with our customer success Department over the last two to three months and we’ve really been focused in on ensuring that you know listen it’s easy to buy technology in the recruitment space and you have access to it for a number of years and really the only training or insights you get are when you first come on board we’re really determined to make sure that we’re working with our sourceful customer base and on a continuous basis throughout the lifetime that you’re with us to ensure that we’re always delivering um the most up-to-date the most relevant and the most useful information to you that’s why we’re launching our lifetime learning program and it’s based around these four key pillars and the first is monthly Outreach coaching so some of you already benefit from this already but if it’s not something you take advantage of you do have the ability to engage with your customer success manager either on an individual basis or on an organ basis for some support around your specific Outreach approach your business development approach and we can provide you with hints tips and pointers and how you might be able to to change that to generate in more Optimum results but also we’re keen to include new things as well just like this which are quarterly industry and site webinars this will be the first one that we’re running today and and you know hopefully the first of of many to come and as always you’ll have access to our on-demand content which things like articles videos Etc which are already available inside the source Google platform or inside our help center but the one I’m really excited about is the source wheel Academy so we’re going to be launching our source wheel Academy towards the end of this year and it’s going to give you the ability to learn not just from us but also some of the best Minds within the industry around some of the the best business development or head hunting approaches that you can take on a day-to-day basis and ensure that you’re consistently leveling up your game and not just in terms of your usage of source view but in terms of your general Business Development approach as well so keep your eyes peeled for some more information on that over the coming weeks and months so let’s get into an agenda for today then so we spoke about there being four key ingredients or four key steps based upon the data analysis that we’ve done of the users of our platform over the last six months so we look that we took a holistic View and we analyzed hundreds and hundreds of data points across the customer base and what we’re delivering to you today are some of the four or the four key steps that really stood out to us in terms of what was delivered in the best possible results for the highest performers within the customer base so Step One is ICP step two is multi-threading Tipsy is MM QQ which I’m really excited to discuss with you and in the final is conversion points as well so let’s get straight into ICP and talk a little bit more about that and what it means and in protecting we’re actually defining your ICP so ICP is your ideal client Persona this is the type of individual or the sorry the type of organization that we really really really want to be working with essentially what we saw when we went to the data was that the general approach and the structure of your business development campaign has a massive impact on uh on the outcomes that you achieve but actually something that we saw the most successful users doing was having a really clear approach of what they were actually targeting in the first place and what we find when we analyze that data is that some of the good or best results start from actually who we’re targeting at that type of funnel now it might seem obvious right but it would Amaze you actually how easy and I’m guilty of this as well having been a recruiter for a number of years how easy it is to fall into that trap of not regularly reviewing and analyzing the type of organizations that we’re trying to reach out to so when we’re looking at defining ICP what do we mean by that well means that you know some of the the recruiters are achieving the best results right now from a business development standpoint are really making sure that they’re super tight on the type of organizations that they’re trying to Target and you know things like they’re they’re monitoring our the market in particular that they’re going after the location the stage of business and the level of Rome and you know if for example if I was doing sales recruitment right now I wouldn’t say you know it’d be easy for me to say I’m a sales recruiter working in London um but actually for those who are very tight around their ICP and their ideal client Persona might say something more along the lines of you know I’m a sales recruiter that specializes in fintech organizations based in London predominantly in the center of London we typically work with organizations that are at series a to series B and the types of roles that we took commonly recruit for our account Executives within that business and having that really niched approach means that not only is it business development Cadence much more powerful um and much more meaningful and and much more purposeful but it’s typically leading to better results as well because those individuals are better equipped to speak to the personas and the individuals within those organizations and the pain points and the problems that they might have as part of that so Define an ICP and looking at it is one thing but how do we actually go through and what approach can we take to understand what that Niche might be based upon data so I think the um the the thing that’s most important to me and I saying that I love in this industry is that success leaves clouds um and it’s been something I’ve always believed in over the 10 years that I’ve worked about in and around the recruitment industry and it’s something that we can really use to make sure that we’re hammering home on that ICP element at the top of the funnel now there’s a number of different things that we look at here but again when I spoke to a couple of the agencies that were doing this really well they were able to share with us that the approach that they commonly take to it is that they look at the number of roles or the roles that they have recruited for or or had alive at any point over the last six or 12 months they don’t typically Beyond 12 months and we’ll talk why about a as to why about that in a second but they look at the number of live roles that they’ve had over the last 12 months and they typically encourage their Consultants to do this on a desk by desk basis as well and they look at their time to fill on those positions so of all the roles that we’ve had over the last 12 months of the ones that they placed what was her what was their full rate and then what was our time to fill on those positions how long did it typically take us to do that when they’ve been able to identify those roles that they have a strong placement rate on and a strong time to fill on they then narrowed that down by looking at things such as location size and type of role you know that type of information that we were looking at on the on the last page and really what that’s done is it allowed them to analyze what those winds have in common so in terms of those roads where they’ve been very successful they’ve had high win rates they’ve had fast time to fill what common Trends and traits are the same within the data at that point but they’ve been able to look at the opposite side of it as well because actually sometimes it’s just as important to know what business that you don’t want to win as it is to understand what business you do want to win and they’ve mentioned too is that that has been a bit of a game changer for them being able to see look we know that right now times are tough and it can be tempting to take take on jobs but they’re big Believers that actually winning no business is better than winning bad business right now because you end up draining yourself working on positions which you ultimately don’t go on to film or to generate revenue from we all know in the recruitment industry that we don’t typically make money unless we make a successful placement on most occasions unless for sale entertainers Etc and therefore we need to make sure that we’re delivering a high level of service Niche towards those that we have the highest possible chance of filling and I think going back to what we said there about as to why we don’t look at that longer than 12 months is because it’s easy to to um fall into the Trap of you know same old or ICP at one point was this we ran this exercise and this was our ICP but things change over time markets change people change you know you pick up the odd role that’s maybe slightly outside there and over time that kind of um you know what was once a very tight ICP and an approach can become more and less and you start to pick up things but that’s not always a bad thing that can sometimes open up opportunities inside markets or areas that weren’t previously something you were targeting to become became more apparent as time went on so again we we often encourage and for the feedback we have to not just look at this once and then lock it away in your in your cupboard or basically your filing cabinet but not many people have filing cabinets in their home offices I don’t think nowadays but you know you definitely don’t want to walk that away and leave it it’s got to be something you go back and analyze and make sure that you’re regularly reviewing so when we have that information what do we do with it right so we’ve got that information together we’ve got our ICP where do we go next with it the key to this is about taking a tiered approach and tearing your accounts is important particularly when it comes to the next part we’re going to discuss here which is step two which is multi-thread and so this will make much more sense as we as we go into the multi-threading element but again we commonly see recruiters um her generally the best results in the platform looking at a tiered approach on their accounts so tier one is as an easy one which is which accounts or which types of roles and companies that have a high win rate with and the high flow rate so I commonly win these types of roles and I commonly fill them and I commonly do that in a fast fashion and then which for tier two do I have a high either Winery or fury on and either a medium win rate or full rate so these are rules where maybe I I win them often it takes me a little longer to fill them or I don’t fill them as much as I do others but it’s certainly at average or above average or vice versa on the flip side and then the final is what we would call tier three which is medium medium or average average so you know again if I’m one of these opportunities um you know at or above average and fill in the matter above average they make up that kind of final tier for me on a business they don’t approach perspective now when we’re looking at these tiers about looking at how we run them one of the key elements that we see as part of that is actually being able to stand back and say well often say you know often asked what happens if my win rate or my phone rate is low or it’s not as high as I wanted to be at any given point oh the honest answer is you know most people we encouraged to to look at that and say well why is that poor and what can we do to change it so if it’s not looking the way that we want it to be it doesn’t mean that we shouldn’t Target it at all but we should probably start to ask ourselves what we can do to change that either give us a better opportunity or chance of winning these positions in the first place or when we win these positions what could we be changing a better approach to give us a better opportunity at filling them and if we’re unable to do that for whatever reason then you know this we simply just need to question why we want to play in that space to begin with the caveat to that is obviously for reaching out into new markets so we’re starting uh new divisions we’re naturally going to have more than average when in full rates for a period of time so there’s obviously a little bit of a new once to the data and ensuring that we’re being uh taking a common sense approach to it as we’re looking at it so that’s thanks from an ICP perspective essentially the key thing to take away from this if there was a if there was a a kind of Snapper to take away from it is essentially using our bottom of funnel data so the point where we actually convert the work that we do to revenue that bottle of funnel data to inform the top of funnel and if we’re regularly doing that then we’re going to ensure that we’re having that kind of consistent approach coming through of the right types of opportunities as part of our business development approach but know that we know about our tears and we have tier one tier two and tier three we need to start looking at how we engage with these organizations um as well and that’s where multi-threading comes in as well I think I drank a little water in there so from a multi-threading perspective this may be something you do already it may not now share some data on that in a second but there’s commonly two approaches to multi-threading the first is what we call one to multiple and this is where as a recruiter you’re reaching out to different contacts within a Target account so that would be the hiring manager it might be the exact team and it might be the talent contact or Talent acquisition member within the organization the second approach to multi-threading is what we call multiple to multiple or team selling effectively and on team selling we’re not just doing this ourselves but as a recruiter I may be approaching the hiring manager and I engage with one of my colleagues on this target account and asks them to approach the town acquisition team and alternatively I mean they have my manager and my director involved reaching out to the executive team or the director team within that Target account really taking that cohesive team-led approach to ensuring that we’re engaging in the right ways at the right levels within the organization now we spoke before about um we spoke before about tearing our accounts um and you know tier one is definitely those accounts where we see Team selling being the most effective and so we have high win rates we have high flow rates how do we make sure that as an organization we’re seeing this not just as an individual but as a company and a key Target account that we can go after the benefits of of multi-threading are pretty self-explanatory you know with more chance of a successful connection maybe multi-thread it’s a really good way to become known within the organization if we take the right type of approach which again will cover off um but actually the flaxseed as well it’s a really great way to gain information that we will then need to use in the future to successfully represent that Target account when we’re hiring in positions for it so you know having these different points of views and these different connections up and down the organization are really going to help us build that Fuller picture of what it’s really like as an organization and a company to work with and to to make placements in as well so we know obviously it pays to engage up and down the organization we’ve spoken about the two different types of multi-threading that you can do you can have one to multiple or you can have multiple to multiple which is again more commonly referred to as team selling so what’s the most common of those then um when we looked at the data well the answer is actually it’s neither of them what we’re seeing at the moment is that although multi-threading is leading to some of the best results within our customer base only one in five recruiters are just under 20 are actually engaging in multi-threading on a regular basis as part of their business development approach actually commonly most of the Outreach is getting done to one point of contact within that company so and over 80 of the occasions it’s one to one it’s a recruiter to hiring manager or a recruiter to I can have tat more or Talent contact what’s really sure is that most lessons are really high converting approach it’s going to be a game changer for you if it’s an approach that you can take which others in your your industry are not doing so you know using and leveraging um a source field is the ability to uh do that and remind you each point bear in mind as you use source code you do have the ability to set uh tasks and messages for different people throughout your organization as part of your business development approach it’s something we do here at source build internally as well I’ll regularly log on in a data day-to-day basis and have a task set from it for me from one of our sdrs to reach out to a certain individual within a Target account that we’ve identified as like a tier one account within our company as well so bear in mind you can you can use a source build to look at that and Arlene’s asking in the comments section here what messaging works best at each level I think it’s a really really good question and a really worthwhile exercise on this and I’m Quantum messaging right now actually I’m really worthwhile on exercise on this is to sit down and map out what those three points of contact are I mean it could be three points of contact it could be five it could be two really depends on the industry in the market which you operate in and but really start to map out what the impact of filling that position has to each of those three individuals within the team you know for example um you could have the hiring manager or the impact of the lead project the impact has not been able to meet your individual targets they feel personal pain right and not maybe making quotas or bonuses Etc and you know for being able to complete that project I’m continuing with the sales recruitment example here and you know the town acquisition team may be under pressure of the certain targets and and certain quotas as part of that as well and they may be finding it hard to start a talent shortage out there right they might be finding it hard to find the right quality of individuals and they’re under pressure as a result and then within the executive team there may be more focused on the kind of future goals of the organization so you know looking at by not making these hires now what impact that has 12 to 18 months down the line so it’s really about gearing up that message and to speak to the pains and problems that you solve for each of those different personas obviously every industry is very different every Persona is very different and quite frankly you guys will know as recruiters and specialists in your space the problems that your personas uh or Target personas um have better than I will um so I would hate to give you something that we must leave in there but hopefully that background might help for you on that one as well um and on the note of messaging as well then and for everyone else there’s two two kind of key mistakes that we often encourage people to avoid now these might seem quite obvious but honestly it is easy to fall into that trap and the first one is to send the same message to everyone on different days so come back to Elaine’s point there in Elaine’s question around what message and works best again like I said we need to make sure that we’re gearing up um towards those personas that we’re trying to Target and those in which we’re trying to engage with to make sure that we’re not just simply sending the exact same message to different people a couple of days apart and the problem with that is we realize it comes across as really automated it comes across as really sparring you’re not really showing the individual you’re trying to reach out to that you know them in any way they could simply just be part of a mass mail campaign or mass Market Campaign which obviously we know does not generate the best results and then the other one is copying everyone into the same message and I’ve seen this happen a few times where you know we’re reaching out to one point of contact they copying another couple and we tried to speak to them all at the same time again the messaging gets blurred a little bit and it is not often the most effective way to reach out so multi-threading is powerful but avoid those two mistakes and and you’ll have a much better chance of success so we’ve spoken about using the bottom of the funnel to inform the work that we do at the top of the Forum and when we’ve got that top of funnel uh ICP defined we’re talking about how we can multi-thread particularly into those tier one accounts but what do we actually do from a business development structure perspective then when it comes to to going after them well that’s where mm QQ comes in so FB Luca mmqq and what it means mmqq stands for multi-touch multi-channel quality and quantity and we believe and we have the data to show up that those are the four key influencing factors as to whether or not your business development campaign has a successful outcome if you can control a multi-touch multi-channel approach with a key focus on delivering data back quality and quantity you’re going to have a marginal gain an unfair advantage on those who are simply not focused across those four key areas and we’re going to dig into them a little bit just now over the next five minutes so what we did was we looked at over the last six months over six million pieces of Outreach that have gone out through the platform this is the start of this year and over 56 000 meetings that have been booked in the last six months as well and um the results that we’re about to share with you come from that the analysis that has been done by a number of people on our team but primarily and predominantly a great Gardener team called Alex ECOT um ilki’s asked me to excellent Blitz covered my back on that one thank you and that’s my Scottish accent not doing me any favors there so thanks for it for jumping in um so the first part then is multi-touch so we looked at the data and we wanted to understand what is the optimum number of times to reach out to someone to generate the highest possible conversion now everyone has seen numbers banded around before and we’ve looked at different elements of uh you know different channels Etc and we all will probably have a different way in which we we go to market at this moment in time and we’ll be aware of it hopefully if you’re using Source Bill already you’ll be taking out a multi-touch approach as standard but the most amazing thing that came out of this is that the data shows that actually when you reach out on three steps your average conversion rate from Outreach to meeting so on a three-step campaign is 3.7 percent increasing that to seven steps drastically improves that conversion rate to 14 percent but we’re the real marginal gainers and the optimum number was eight steps an eight-step campaign typically had a conversion rate of around 21 from Outreach to meeting ratio which is an absolutely phenomenal return and where we’re seeing the highest performing users of our platform sitting when it comes to making sure that they have those touch points and throughout the process it bills asked um how do you define pieces and is it per Target leader pure actual email step for all it’s a good question but also a piece of Outreach could be anything from a LinkedIn message to a phone call to uh you know SMS etc etc etc so think of a piece of Outreach really being an action of Outreach um regardless of which way in which it has been executed and whether that’s email or whatever it might be as you as you go through it if we look towards the next part then from a multi-channel perspective the multi-channel being the second key element to what it is that we’re trying to deliver on a on a day-to-day basis again channels are super important to um or the the channels in which we’re doing are really really important um to to the impact that that has on the on the work that we’re doing and again it can be easy unless I’ve been there before as well where we fall into the Trap of doing an approach with a channel that is the most effective to us from um or something that we’re most comfortable with um on a day-to-day basis so we looked at this as well and we saw that actually the average conversion rate when a campaign was using a one-channel approach was only 3.75 this was across the entire customer base over the last six months but when using three channels that doubled to 7.94 just to over double to over just seven point nine four percent now we’re not saying everyone has to use three channels we’re just giving you the optimum approach for that there is obviously a significant uplift when using two channels and if you think about it it is logical it does make sense we all know that when the Market’s tough and when the Market’s tight standing out you know a stream of 70 emails is not going to be as effective as it would be if we’re littering in for the LinkedIn messaging phone calls or general touch points and meals Etc and as part of that as well so pause there for a second because we’ve covered multi-touch and we’ve covered multi-channel and Mike’s asked um was there a diminishing returns after eight steps and yes it it the the detail was slightly more mixed after eight steps make essentially and it’s not common what we’re not seeing is that there’s a large enough data set when we broke it down on like 9 10 11 12 and so on and so forth for us to really gauge an accurate reflection of what the the effectiveness of those steps might be and it wasn’t so much that we would say that would be a terrible idea to do it but we just couldn’t see that there was that linear approach like there had been thrown from three to seven and up to eight and essentially I don’t have the data uh and I’m in a constant enough way to be able to tell you that continuing past eight steps is is likely to generate a positive result for you so we would see at this point in time each step says the optimum approach and feel free to continue to a B test you know we have a number of customers that do try multiple um but it’s likely to be on date you’re not likely to see the same results as you would on that eight-step approach um Bill’s asking a little bit on the calculations for the conversion rates um I think the uh the part here is the conversion rate of 6 billion pieces of Outreach to 56 000 meters yep been in the main boat six million pieces of outages not six million different individuals that have been approached through the platform over that period of time these are six million different touch points that have been conducted over that period of time so anything from uh you know emails to phone calls to LinkedIn messages Etc and that is the the number of touch points that have taken place which have led to 56 000 meetings and you know over that same period of time so it’s not a straight conversion ratio it’s not as simple as dividing you know it’s 6 million or five fifty six thousand by six million to to pull that through um makes and total what were the Cadence how many days between each step is optimal it’s a really interesting one so actually we looked at and it depends on the type of steps so that we’ve not included it as part of this actually but we are going to share this as part of a white paper that we’re publishing towards the end of the month and the optimum time between steps and is is different if you’re using in cold step versus an email step so we found that the optimum time for a phone step was actually within 24 hours of an email step the phone steps that came within 24 hours of an email step led to better results than those that were two three four five days apart but we would say that the maximum time between steps that you would want to leave for other types is 72 hours and two to three days is Optimum but if you’re using a phone call we’d encourage you to make sure that that happens within 24 hours of a kind of written piece of Outreach and as you go through it but again there’ll be more detail on that in the white paper that we’re we’re published at the end of the month and as we as we crunch through it as well a as Zara has said the time skills matter I eat eight steps over two weeks and does that work better than eight steps over six months um uh again in fact I think Matthew’s also asked that that question as well um eight steps over the three week period were the ones that were receiving having the most impact at that point as well and again so 21 to 22 days um over of eight steps in terms of an approach but again bear in mind these are for these tier one accounts and we’re not seeing that taking that approach and then leaving it and completely never touching that account again is the right thing to do we’re just seeing a concerted effort over that 21 to 22 day period using three channels team selling and with those eight steps and is yielding the best possible results at that first pass but we do see people going in for a second third fourth pass but leaving a break between each one there is the ability as well obviously on source to be able to use what we would call like a drip campaign whereby you can set steps up over a much longer period of time but those are typically when we’re trying to keep existing accounts warm or people that we’ve spoken to from you’re a new business plea it steps over to 21 or 22 22 sorry day period um would you the the best results are optimal results from what we’ve seen over the last six months so moving on from multi-touch and multi-channel I just wanted to show this little piece with you as well which you know really starts to highlight the power of it this is one of our customers Ripper and Rupert was able to generate over 1.5 million pounds in Revenue in the last 12 months really from meetings that they were booking from Timber seed through Source wheel which came from channels and touch points that we weren’t simply using before and I just think that’s a really nice way to to highlight that you know we can get bogged into the detail of touch points and channels and things that can often feel like we’re concentrating on a lot of the minute detail but really there is significance of Revenue that can be generated in the back of that as well so it is worth bearing in mind that there is a high level of importance to the to the multi-touch and multi-channel approach um as part of the mmqq framework and when it comes to Quality you’ll know if you’ve seen any of our recent product releases and I think we’ve probably got about 10 minutes left here now in this this presentation is the release of what we’ve called content coach and insights now two pieces on this as well the first one is content coach um I’ll go into that a little more detail in a second but on content coach we analyzed over 21.8 million pieces of Outreach that went out through the platform over the last couple of years we’re able to to use that information to create an algorithm which generated the scoring metric which was really highlighting the behaviors of content which yielded the best possible results so it’s really hard when you’re writing your content particularly for email steps or LinkedIn steps or whatever it might be to understand what works best if you are using content coach and you do have a score of 85 and above you’re statistically more likely to convert to a meeting than those that don’t have that in place in the first place and or sorry that has a score less than that so it isn’t I would highly encourage you to make use of content coach the other key piece of information that came out is you’ll know as a source mail user the owner Chrome extension when you’re adding someone to a campaign we give you the ability to personalize on the file and personalization on the Fly is a really key ailment again to generating results so we noticed that when there is a when there is a layer of personalization a sentence of personalization inserted on the Fly using the Chrome extension the engagement in terms of things like response rates and interest rates and meeting rates doubles in comparison to emails which simply have a bug standard text in it which is going out to everyone on a day-to-day basis and insights can obviously help you personalize that information and we’ll talk about that in a little bit more detail so to say we’ve done a live demo of any software during this presentation 20 second overview for Content coach for those of you who have not currently used it on content code the easiest way to access content coach is when you’re on a written step within your campaign as to whether that’s an email LinkedIn or SMS if you’re in the US or Canada you’ll see this small circle in the bottom left hand side of the content uh creation box and on that’s most I previously a number with that if you press that the content coach appears on the right hand side and we’ll start to give you those insights in terms of what’s working and what’s not working for the messaging that you’ve created here you can start to see um you know what’s what’s great about your content which is always nice always like to get a little bit of praise and but if you hovering over anything here that needs work will highlight the particular parts of that message that we would encourage you to consider changing as well so content coach again should be pretty self-explanatory and give you everything you need but if you do want any further support on that please feel free to reach out to myself for our customer success team but make sure that you’re optimizing that content in the best possible way and one of the conversations that we often have with people around content coaches I’ve been doing this for a long time and I’m quite comfortable with what works and listen that’s totally fine like if you’ve got a system that works then stick with it um but Simon who’s another of our customers um you know was was quite honest with us and said like he’d be done recruiting for a long time and we’re just curious to see how his approach compared to to the approaches that we’re yielding the best results and when he got into it he was able to make some tweaks which actually generated um you know an improvement and his results by over 400 percent compared to his original approach and you know he says at the end that you know you can really can’t teach an old dog new tracks I think he’s probably been a little bit unfair in himself there he’s not too much of an old dog but you know you get the idea you know content quote is powerful regardless of whether you’re someone who’s been in the industry for a long time or or someone who’s just new into it and even if it’s just a slight marginal gain and we all need the you know you know those marginal gains fairly up our game on a day-to-day basis as well the next part is insights now we did email everyone about this on Monday and you may have seen my LinkedIn post about it if we’re connected on LinkedIn if we’re not connected in LinkedIn please do connect with me the insights is the ability in a part of the um the Chrome extension which now gives you access to this column and which is really delivering new information that’s available to you to really allow you to personalize your approach we spoke about how personalization doubles the engagement you get in terms of responses and and um and meeting rates but it can often be quite time consuming to actually go away and gather that information in the first place so with insight you’re now going to get information about the organization it’s competitors uh news stories open roles funding rounds Etc so they the whole period is that by giving you more information at your fingertips you’ll be able to personalize your Communications mode on the Fly and it will take you less time to do it as well um it is worth mentioning that it is still in beta mode and we’re building up our kind of network of knowledge over time as well so we’ll continue to have an algorithm that is continuously learning and continuously looking at the effort for the latest information so expect that to continue to improve and increase over time as we go through it um the Jason’s question is does content coach data take into consideration the geography and other differences in content strategies based on geographies I.E Us versus UK and the approach it’s really really interesting one Jason um at the moment in time we’ve looked at content coach at an aggregate level and assessed how that performance looks at it looks at things over over both the UK and the US and we’ve found the commonalities in there there is obviously certain Nuance to uh what works best in the UK versus what works best in in the US but what we’ve done with that Nuance is we’ve not pushed that as either a negative or a positive to you so we’re basically taking content coaching where we’re finding the commonalities of what works well and what doesn’t that’s what we’re pushing out to you on content codes right now there is plans in the work on the roadmap for a V2 of content coach to start to include some more of these uh like you said geography geographical sorry nuance and make sure that we’re picking that up and delivering slightly different insights and pieces of information to you as well so keep an eye out for that and towards the end of the year when we make that update but you can rest assured the information you’re seeing right now whether you’re reaching out to people in the UK or us is data backed and data driven to lead to successful results it joins us there’s the sourceful insights tool change based on what product you’re using recruiter versus tools Now versus LinkedIn standard it doesn’t John no so right now um so we’re not um you know engaging or interacting or scraping any information if you like from LinkedIn you know we’re fully compliant from that perspective for you know we’re not running anything like that so the information is actually based upon some custom work that we’re doing in the background and not from what you’re seeing uh you know on that LinkedIn uh profile so whether it’s recruiter sales now or LinkedIn standard would have an impact for you and the final piece is quantity and conscious we’re coming up on time here we’ve got three or four minutes left and quantity was a really interesting one for me because I wanted to understand like you know when we have a motion in place which is you know ICP driven which is multi-threaded you know which takes time to look at the engagement of having a multi-touch and multi-channel approach and has a quality a data back quality element to it what impact does quantity have for the results now some of some people were delivering great results but all this some people were delivering phenomenal results above this as well but what we found was the quantity M advice that we’re giving you here was really those who had the most consistent approach to meetings booked as part of their campaigns so these were people who were regularly booking campaigns and weren’t seeing drastic spikes and drastic drops in the number of meetings that they were booked that they were booking on a week to week or month-to-month basis and for those individuals they were having between 25 and 50 new contacts per week but the key element to that was actually that they were dropping in between five and ten each day so again adding five to ten people to the top of the funnel to the top of that campaign meant that we were having a consistent outcome and consistent output when it came to meetings but uh on our day-to-day month to month and a quarter to quarter basis as well so again you can Define what’s right for your company you know with a multi-touch multi-channel approach and one that’s distinct in quality you might want to you know you might find that there are rookie numbers and you want to you want to bump them up a little but um it’s uh definitely worth definitely worth considering um elky’s ass there’s a 25 to 50 new contacts uh stage one accompany or individual that’s based on individuals rather than organizations targeted okay so again if we’re taking a multi-thread approach and we’re looking at two to three people and they would count as two to three years part of that 25 to 50 rather than just one as a key Target account and then the final thing I want to share with you just to part on is conversion points this for me has been an eye-opener we all know the power of the phone but throughout the whole of 2023 I released some data on this in April based on what we’ve seen so far in the year but now that we have the entire six months of information and the phone is still by far the key conversion point in today’s market of meetings I want to be really clear on what this information means we are not seeing that a phone only campaign generates the best results and in fact actually a phone only campaign generates some of the worst results that you can that we’ve seen in the in the uh in the client base but what we’re seeing here is that all of the meetings which have been booked through the platform the moment at which that meeting is booked most commonly comes from a phone conversation so for those of you who don’t include phone calls as part of your business development approach right now or maybe have in the past but haven’t had much of a focus on it I highly encourage you if they consider that because there is a significant amount there are tens of thousands of meetings through our platform being converted at the point of a phone conversation email and Linkedin are obviously still strong channels as part of that as well but something that’s also worth being in mind there’s actually there’ll be so other events things like events and referrals they’re playing a key part in some of that conversion as well and certain touch points and you know invites to events invites to webinars or or asking for referrals and we’re still generating a decent enough volume of opportunities um as part of that approach I think that sounds um if you’re still here you have managed to follow my incredibly Scottish accent for most of this time so I’m going to leave you with a quick summary which is that the key takeaways from this is that we want to make sure that we’re in defining the ICP bottom of funnel to define the top multi-threading is important eight steps is the optimum number 2.3 channels and we want to make sure that we’re engaging content coach and insights to drive quality and as part of that approach on a day-to-day basis and then the final thing is really making sure that we’re making that ideally habit adding between five to ten new contacts per day is going to make sure that we have consistency in our approach and we’re not going to experience any lumpiness in terms of the uh the outcomes that that we see on a day-to-day basis as well um I wanted to also make sure that you’re reminded of the fantastic and amazing customer success team that we have in place here at sourceville these fantastic individuals are always on hand to make sure that we’re supporting you so if you don’t know uh who you’re uh your uh your customer success manager is it’ll be disappointed but if you don’t know then reach out to me and I’ll make sure to introduce you to them and if you do know please do reach out to them they’re more than happy to hear from you they’re really focused on making sure that we’re always delivering results to you as well um and that’s it so if you want to do more if you want to take what you’ve learned today and go away and apply that in your organization on your own then please do I’d highly encourage you to do that or if you want to take more information from this and engage with our customer success team then do please feel free to reach out to me and obviously feel free to connect with me on LinkedIn um or alternatively and you can drop me an email I think those asked what my email is so well I’m just going to take that in the comment section for you just now uh there we go yeah feel free to drop me off to us an email more than happy to go through things I know there was a couple of questions we didn’t manage to cover so apologize for that if you do want to discuss anything more detail give me a shout enjoy the rest of your afternoon and I hope everyone has a phenomenal and fantastic H2 I’m really excited to get back together for our next quarterly insights update where hopefully we can keep an eye on what’s happened in the market and share a couple more game changers with you to make sure that we’re moving things forward as an industry have a good one guys thanks again cheer