How to Build Retargeting Lists With Outbound Prospecting | Ep. #412

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In Episode #412, Eric and Neil discuss how to build retargeting lists with outbound prospecting. Tune in to learn how you can retarget without breaking any terms or service agreements and why the rule of 7 is still effective in marketing today.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Build Retargeting Lists With Outbound Prospecting
  • 00:36 – First, make sure you’re following the terms and services of Google and Facebook or other retargeting services
  • 01:25 – Know your ideal customer
  • 01:38 – Outbound prospecting is more for B2B
  • 01:50 – You can reach the head of businesses directly through Outreach and Zen Prospect; use these tools to gather emails and reach businesses at scale
    • 02:38 – Plug the outbound emails into a retargeting list on LinkedIn, Google and Facebook
  • 03:14 – If you’re a sales person, make sure you add value and share insights to your customers
    • 03:47 – Then you can retarget people by asking them to opt-in for more marketing insights
  • 04:07 – When you remarket people, they see you more often
    • 04:11 – The rule of 7 in marketing
  • 04:21 – Neil creates specific remarketing ads for the individual companies
  • 04:51 – Account-based marketing works
  • 05:14 – Neil never had issues with remarketing
  • 05:54 – Instead of trying to be interesting, be interested in the people you connect with
  • 06:21 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
  • 07:10 – That’s it for today’s episode!

3 Key Points:

  1. Figure out who your ideal customers are so you know who you should specifically target.
  2. As a sales person, make sure you add value and marketing insights to your customers.
  3. The more often a customer sees you, the more likely they will buy.

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Full Transcript of The Episode

Announcer: Get ready for your daily dose of marketing strategies and tactics from entrepreneurs with the guile and experience to help you find success in any marketing capacity. You're listening to marketing school with your instructors, Neil Patel and Eric Siu.

Eric Siu: Welcome to another episode of marketing school. I'm Eric Siu.

Neil Patel : And I'm Neil Patel.

Eric Siu: Today, we're gonna talk about how to build retargeting lists using outbound prospecting. First and foremost, before I give you any information, just keep in mind, sometimes, when you're doing this, you have to make sure that you're following the terms of service with Google and Facebook, or whatever retargeting service that you're using. Just bear in mind-

Neil Patel : Let's back up for a bit. Eric, why would you want to build a retargeting list with outbound prospecting?

Eric Siu: Really? Are you interviewing me again?

Neil Patel : Yeah, I'm gonna interview you. 'Cause I don't even think people understand how to-

Eric Siu: I'll explain. Okay. What does that mean exactly, right? So, basically, let's say, for example, I want to target analytics companies, right? Let's say, Crazy Egg, for example, or I want to target Mixpanel and all these other analytics companies, right-

Neil Patel : But, wait, why would you want to do that?

Eric Siu: Because I want to sell to them.

Neil Patel : Okay.

Eric Siu: Let's say I'm a marketing agency and I only work with SAS analytics companies-

Neil Patel : Okay. So, the first point that Eric is making is know your ideal customer before you start this.

Eric Siu: Correct. Yep. You have to know your ideal customer. You have to know who you're going after. You have to know who you're selling to-

Neil Patel : Does this work for B2B or B2C, or both?

Eric Siu: I would say, I mean, more-

Neil Patel : Maybe, B2B.

Eric Siu: More, more B2B, yeah.

Neil Patel : Yeah.

Eric Siu: I mean, here's the thing. You're looking to do business with ... You're looking to reach, maybe, the CEOs, maybe the VPs of marketing, but ... You can reach out to them directly through outbound prospecting, right? So you can use a tool, like Outreach. You can use a tool, like Zen Prospect, whatever, just to get these emails and reach out to them at scale, right?

Neil Patel : I've had a lot of bad luck with Zen Prospect.

Eric Siu: Really?

Neil Patel : Yeah.

Eric Siu: I'll go tell the founder. I should give him that feedback, but I'll tell him that. But, anyway, so use these tools out there and then you just ... A lot of these SAS companies now, they're just using Outreach or Zen Prospect, just to keep hitting people up, right? That's just sales. They're hitting people up through email, but how do you touch, how do you bring these people to the point of sale, right? So if you get their email address, often times, through ... if you're targeting them on LinkedIn or even in Facebook, sometimes, they are using their corporate email addresses sometimes, right? It is connected to their personal Facebook account of LinkedIn account, right?
What you can do there is you get all the outbound emails that you have, right? Collected through a Zen Prospect or a Hunter.Io, whatever you're using, and then you can plug those in to a retargeting list on LinkedIn, for example, or a retargeting list on Google or Facebook-

Neil Patel : Facebook, yeah.

Eric Siu: Yep. And that's basically it.

Neil Patel : But why would you want to re-target your prospects? 'Cause most sales guys just take those emails that they want to target and then they just shoot 'em a email saying, "Buy my services and jump on a phone with us."

Eric Siu: There you go. I would say ... I mean, that's a good question, right? With most sales people, they're just like, "Hey, come buy my stuff," right? But if you're a sales person that actually adds value, add a little insight, you add some tidbits in the very beginning, then, afterwards, it can be like, "Hey," ... Let's say, for us, we have enriched leads, right? These are leads that come in, they're enriched by service using Clearbit, so we know who these people are, coming to our site.
We get a lot of Fortune 500 companies or even large oil companies, like Shell, opting into our list. We will reach out to these people automatically with an insight as to, "Oh, we noticed that you have this technology on your site. What about this?" right? So we are adding value when we email these people, and, then, afterwards, you might re-target people saying, "Okay. Well, hey, if you [inaudible 00:03:49] more marketing insights, maybe you can come to, you can opt-in here, and we can talk to you for 15 minutes or so."

Neil Patel : Yeah. The cool part about doing this is ... Keep this in mind. When your sales guys email people that they want to sell to, especially in B2B, most of the time, they're not gonna get responses and they're not gonna get sales. When you re-market people, they continually see you. Think of the rule of seven, right, in marketing? If someone sees you seven times, they're much more likely to buy, and it is true.
We pitch really large contracts. When we do this, what we'll do is we'll create specific remarketing ads, just for that individual. We'll group multiple people within that corporation, and we'll show them specific ads all over the web, and they're like, "Wow, you guys are really large. We see your ads everywhere." Our ads are specifically targeted to them.

Eric Siu: Yeah.

Neil Patel : I don't know if I'm breaking any terms of service by doing that, but, oh well.

Eric Siu: Maybe. But, anyway, that's account based marketing, so if you guys don't know what account based marketing is, just check out one of our previous episodes on when we talk about account-based marketing, but it does work, right? Whenever I hear from people, "I see you everywhere," I know I'm doing the right thing because I'm reaching the right people.
Neil, for sure, he's seen everywhere. It's like, "Oh my God, he's everywhere. I love him. He's a god," right? I've actually heard people say that he's a god. That's probably the first time I've told you that, but-

Neil Patel : Anyway.

Eric Siu: Anything else to add?

Neil Patel : When you're doing this, some people may get creeped out, but most will not. I haven't ever had that issue because when I'm doing re-marketing ads, I'm showing them stuff that's relevant to them. I just won't say, "Hey, check out my company. Buy from me." Let's say, we offer stuff that's marketing-related, my ads will be stuff that's targeted to their company and will give them PDFs, eBooks, white papers, and tips on how to fix their issues. So when they see my ads, they're not like, "Neil, I'm creeped out." They're more like, "Neil, wow. Your stuff is really useful. I learn stuff, and I can see how this can help my business. Sure, I'm interested in getting on the phone and hearing your speil."

Eric Siu: Yeah. This is a quote that I heard in the past that might apply here. I mean, instead of trying to be interesting all the time to people, why don't you just be interested in them instead, right? Be interested in them just means figuring out how you can help them and what their needs are, right? Instead of just trying to flaunt kind of whatever you're doing all the time. That's what most companies struggle with.
Anyway, before we go, I have, or we have, a one year annual subscription of Crazy Egg that we would like to give away. That's wroth close to $1200. Before I give you the details, Neil, what is Crazy Egg?

Neil Patel : Crazy Egg is a visual, analytics tool. It'll show you why people aren't converting on your website. You see all that data in Google Analytics, but you don't know how to improve your website. Well, no worries. You won't have that problem anymore. There's a ton of reports in Crazy Egg. A heat map report, a video report that shows you videos of where people are getting stuck. To even, within Crazy Egg, you can make the changes. So once you figure out what people are stuck, you can make changes with the whizzywig editor that we provide. You don't have to be a designer developer, you can roll it out with a few clicks, and you can even run AB tests to ensure that your changes are maximizing your sales, your leads, and your revenue.

Eric Siu: Great. So if you want to get in on this, just go to Singlegrain.com/giveaway. The cool thing is we're giving away one of these every single week for the next year. The other thing is, you can get multiple entries into this giveaway. Again, just go to Singlegrain.com/giveaway and we will see you tomorrow.

Announcer: This session of marketing school has come to a close. Be sure to subscribe for more daily marketing strategies and tactics to help you find the success you've always dreamed of. Don't forget to rate and review, so we can continue to bring you the best daily content possible. We'll see you in class tomorrow, right here on marketing school.

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