Understory

Everyone knows I'm the biggest fan of Clay. After this week in NYC, I'm an even bigger fan because of the people. Ali and I are so grateful for our relationship with them. I talk to Bruno and Thomas all the time over slack and on calls, but spending time with them in person in the office and after work was a ton of fun. Amazing company, amazing people, amazing food. Thanks to Varun Anand for the recommendation. Go check out Little Maven next time you're in NYC!

On August 20th Alex and I will join Pete Crowley on the Inbound - Led Outbound weekly call. ⚠ No screenshots will be present. We're going to share screen and dive straight into the RB2B ad account giving everyone a transparent look into the strategy and metrics. The thing I respect about Adam is his transparency when it comes to business metrics, growth pains, tactics etc. So when he asked us to do a deep dive into the ad account we couldn't say no. In my opinion, advertisers are discouraged from sharing what goes on in the ad accounts for reasons I understand. You don't want competitors copying tactics or people seeing spend and metrics or whatever. And I fully expect the haters to show up to talk about how they can get a lower CPC or certain metrics don't matter. But in my opinion, it's all in the execution. So if you're curious to see what we've been cooking up, hope to see you on August 20th! Link to register here: https://lnkd.in/eNq8kdTn

📢 Big News! Understory is officially a Clay enterprise partner! As a very early Clay expert myself, I knew immediately that we would make Clay an integral part of our business. Now we have 3 experts on our team, making us an absolute powerhouse in the space. I like to tell our clients, if you can think of it, we can probably build it. We've spent thousands of hours building in Clay, and it's paid dividends to our clients, as well as ourselves. If you're a geek and want to nerd out on company/contact enrichments, basic API connections, and prompt engineering, I highly recommend giving Clay a shot. They also have great resources on the site to get started. If you want to implement Clay for your business but don't have the time or resources to do it yourself, feel free to use the link above to grab some time on our calendars above ☝ Big thank you to Bruno Estrella and Thomas Colitsas for helping to make this happen. Feels pretty cool to be 1/16 companies in the world with this distinction.

Little known LinkedIn Ads tip: Check out the industry reference codes that Microsoft has on their docs pages. The way the targeting works on LinkedIn can change without much notice so these articles are great for understanding which smaller industries comprise bigger sub groups. For example there is the industry target: Retail But "retail" breaks down into smaller sub groups like: Food and Beverage Retail Retail Groceries Online and Mail Order Retail Retail Apparel and Fashion Retail Appliances, Electrical, and Electronic Equipment Retail Art Dealers Retail Art Supplies Retail Books and Printed News Retail Building Materials and Garden Equipment Retail Florists Retail Furniture and Home Furnishings Retail Gasoline... and more You can even get as granular as "Retail Musical Instruments" 🎻 This is important to keep in mind because not all groups are created equal. For one client we work with, they certainly target retail, but retail gasoline or retail art dealers are not a fit, even though they fall in the targeting group. What you are EXCLUDING is sometimes more important than what you are INCLUDING. Here is the link to the industry codes: https://lnkd.in/dHaySdfv

We run Adam Robinson's thought leader ads. Early indicators suggest he outperforms benchmarks by over 700%. As of now, we've put less than $4k in ad spend behind this campaign... Results have absolutely crushed all benchmarks. For reference, here are some common CPC benchmarks: - Average CPC for normal ads: $5-$10 - Average CPC for thought leader ads: $3-$4 Adam's numbers: - $0.43 CPC - 11.23% CTR - 88 conversions We run thought leader ads successfully for a lot of clients at this point, but none as efficient as these. We're constantly pushing clients to continue to produce expert level content on LinkedIn to enhance performance, but Adam makes this a dream for us. He's done such a ridiculously good job at building an organic following, that now all we have to do is aim the cannons. I'm sure I'll hear from some folks in the comments that these are vanity metrics and none of it matters. If that was the case, then why did RB2B become a 7 figure company in less than 4 months? Engagement matters. Reference my last post as well for proof that vanity metrics don't always tell the full story anyways 😉 Interested in learning more? Book some time here: https://lnkd.in/e_QHzS5d

Come catch this handsome group of fellas on June 27th from 11am-12pm EST, as we have an open discussion on outbound channels. We'll be discussing where we're seeing the most success, and the tactics we've been using to drive results. In my humble opinion, I think this is one of the most stacked lineups you could pull together with myself, Taylor Haren, Enzo Carasso 🧲, James Watson, and Noah Green. Would love to see you there! Here's the event link to attend!: https://lnkd.in/eN8vRWQn

Really excited to be making this post right now! We have quietly been adding top notch talent to the Understory team the past couple of months, and have fully onboarded multiple new team members. With that said, we are officially open to taking on additional clients! If you are a B2B SaaS company doing $5m or more in ARR, and you've been struggling with poor performing outbound campaigns, or paid media campaigns, we would be happy to chat. We offer expertise, and full management in the following areas: 1. Outbound campaigns across email and LinkedIn - Hyper personalization via Clay - Optimized deliverability - RB2B implementations and custom builds - Email infrastructure builds and revamps 2. Paid media campaigns - End to end management and expert tactics - Conversion tracking - Multi-variant testing - graphic design and copywriting 3. Graphic Design - UX/UI - Ad graphics - Custom requests Sound like you? Let's chat.

Here's how to push website leads AND their phone numbers to Slack in real time using RB2B and Clay so that your team can strike while the iron's hot 🔥 Since Adam Robinson and Santosh Sharan launched RB2B a few months ago, we've thought of a million use cases to build automations in Clay. Here's a really digestible use case that can benefit EVERY sales team by pushing leads, as well as their phone numbers to Slack in real-time when they visit your website. I've found the data to be extremely accurate, and if you've ever done cold/warm calls, you know how important relevance is to your success. If you're working with a more limited budget, and you need one provider for mobile numbers, I suggest the LeadMagic API. Need something like this built for your sales organization? Give me a shout! By the way, we build significantly more in depth automations using RB2B here at Understory. There's a lot more that we do with this data. Feel free to ask us what's possible. Good chance that if you can dream it, we can build it.

Struggling with low match rates when uploading contact lists to LinkedIn ads? We ran an experiment on how to yield the highest match rates. The issue I’ve found is that typically in B2B marketing, you’re relying on lists based on work emails. For the most part, people use their personal email to sign up for LinkedIn. Because of that it can be tricky to get a solid match rate with just using work email. We found a way to maximize the match rate and spoiler, the more fields you input the better. In order to upload a contact list to LinkedIn ads, you need to download their template CSV. That template has 7 fields you can use. 1. Email 2. First Name 3. Last Name 4. Job Title 5. Company 6. Country 7. Google Advertising ID In our test pulled a list of contacts with the first 6 fields above and uploaded it 5 times. Each time we removed a different field to assess the new match rate. These are the match rates we found: Fields 1 - 6 = 75% match rate Fields 1 - 5 = 55% match rate Fields 1 - 4 = 45% match rate Fields 1 - 3 = 30% math rate Just work email = 5% match rate I think there are a couple of learnings here. First is obviously that the more fields the better but second is that you can’t just rely on work email. You need to figure out how to maximize the amount of data you are feeding LinkedIn ads. This is a great use case for a tool like Clay where you can basically match the LinkedIn contact list template to the fields you want to enrich. The one field I didn’t test because of limited access to data was the Google Advertising ID. Has anyone tested using all 7 fields? Would love to hear about your experience.