About the growbook

By using Apollo, Clay, and Intempt together, you can automate key aspects of ABM workflow, including lead sourcing, enrichment, and outreach.

This use case reduces manual tasks and enhances targeting precision by ensuring seamless data flow, preventing fragmented information and missed follow-ups. It allows sales teams to maintain consistent communication, nurture leads with personalized, data-driven touchpoints, and drive conversions more effectively, all while minimizing human error and manual intervention.

Benefits

• Efficient Lead Sourcing and Enrichment: Precise targeting and data enrichment save time and improve the quality of leads.
• Personalized and Automated Email Flows: Automating email journeys with personalized content boosts engagement and reduces manual effort.
• Improved Targeting Precision: Enhanced lead qualification ensures outreach is focused on high-value prospects, increasing conversion chances.
• Automated Follow-Up Management: Automatically managing follow-ups keeps your team focused on engaged leads, improving efficiency.
• Actionable Insights and Analytics: Real-time data on open rates, replies, and conversions allows for ongoing optimization of ABM campaigns.

How It Works

Step 1. Source the leads

Create a targeted list of high-value companies that match your Ideal Customer Profile (ICP). Using Apollo.io, you can filter and identify potential leads based on specific criteria, ensuring our outreach focuses on high-fit leads.

1. Filter the leads via Apollo.io::
   • Go to Apollo.io and use the search feature to find relevant accounts. Apply filters based on your specific criteria, such as industry, revenue, employee count, or region.

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Good to know

Here are some “cheat codes” for targeting criteria that can help you get fast, high-quality results when building lead lists:

1. Industry + Job Title:
   Cheat Code: Narrowing down by industry AND targeting decision-makers like VPs or C-level executives accelerates outreach.
   Example: SaaS + VP of Sales → Directly targets the decision-maker for quick response.
2. Revenue + Employee Count:
   Cheat Code: Target companies with mid-sized revenue and employee count (e.g., 50-200 employees, $10M-$100M revenue) to find fast-growing companies.
   Example: 51-200 employees + $10M-$50M revenue → Sweet spot for companies big enough to invest but small enough to be flexible in decision-making.
3. Funding Stage:
   Cheat Code: Focus on companies in Series A or Series B to target those in high-growth phases looking to scale and adopt new solutions.
   Example: Series A → Often ready to scale, invest in technology, and implement growth strategies.
4. Technologies Used:
   Cheat Code:** Target companies using specific tech stacks that align with your product. This saves time by pre-qualifying prospects who are more likely to need your solution.**
   Example: Companies using Salesforce → If your product integrates with Salesforce, you're more likely to get interest quickly.
5. Geography + Revenue:
   Cheat Code: Combine geographical region with revenue targeting to quickly filter for larger enterprises in specific regions.
   Example: US + $50M-$100M revenue → Targets mid-sized US companies with budgets for investments.
6. Recent Growth Indicators:
   Cheat Code: Look for companies with recent growth (e.g., headcount expansion or funding received) to catch leads who are in rapid decision-making mode.
   Example: High-growth companies → They need fast solutions and are more likely to engage.
7. Inbound + Outbound Lead Sources:
   Cheat Code: Target companies that are actively seeking new solutions by identifying those that have engaged in recent inbound lead behaviors (e.g., downloading content, and attending webinars).
   Example: Outbound leads from companies attending events → They are already in a research phase.

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2. Save and export companies to a CSV file:

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Step 2: Enrich the data

Enhance the data to make our outreach more effective. By using Clay, we can enrich our lead data with additional information, such as contact details and relevant job titles, making it easier to connect with key decision-makers.

1. Import the leads:
   • Sign up to Clay.com and create a new table and import the CSV file downloaded from Apollo.io. The data will populate into Clay’s table format.

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2. Choose Enrichment Types:
   
   • Select the type of enrichment you need, such as job titles, email addresses, LinkedIn profiles, or company information (like revenue or employee count).
   • For example, to add email addresses: Choose “Find email addresses by domain and job title.”

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3. Configure Fields:
   
   • Map the appropriate fields from your table to ensure Clay can properly search for the data.
   • Map the Company Domain: This ensures the enrichment tool can search for emails or social profiles related to the right company.
   • Map the Job Titles: To locate the specific contacts within the company.

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• Select the Email field and run the enrichment.

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4. Review Results
   
   • Once the enrichment process is complete, review the new data that’s been added to your table. Verify the accuracy of key fields like email addresses, job titles, and company info.
   • Export Data: After reviewing, you can export the enriched data:
     Click “Export” and choose the format you need (e.g., CSV).

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Step 3: Choose an engagement strategy

This step is crucial because choosing the right engagement strategy can make or break your outreach efforts. Tailoring your emails based on the recipient’s pain points, industry insights, or unique challenges significantly increases the chances of capturing their attention and prompting a responseSelect from one of three highly effective email strategies for engaging prospects: addressing industry-specific pain points, sharing exclusive research, and offering personalized solutions. Each approach helps tailor your outreach for maximum impact and relevance to your leads.

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Strategy 1: Industry-Specific Pain Point Email

Address a key challenge in the recipient's industry and present your solution as a way to solve that problem. This approach shows your understanding of their pain points and how your product can help.

Subject: Struggling with [Pain Point]? Here's How We Can Help

Hi [Recipient's Name],

I noticed many [industry] companies are struggling with [specific pain point, e.g., reducing churn rates]. At [Company Name], we've developed a solution that has helped companies like [Client Name] reduce their churn by 20% within three months.

I would love to share more about how this could apply to your business—would you be open to a quick call?

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Strategy 2: Exclusive Research Findings Email

Share relevant research or data that demonstrates how companies in their industry are achieving success using specific strategies. This positions you as a thought leader and provides valuable insights.

Subject: How [Industry] Leaders Are Increasing ROI by 30%

Hi [Recipient's Name],

We recently conducted an exclusive study on [relevant topic, e.g., the state of digital marketing for SaaS companies] and found that companies using [specific strategy] are seeing a 30% increase in ROI. I thought you might find this research helpful.

Would you be interested in a brief call to discuss how these strategies could benefit [Recipient's Company]?

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Strategy 3: Curated Solution Email

Offer a tailored recommendation based on the recipient’s unique business challenge. Highlight how your product has helped similar companies overcome these challenges to create a personalized, solution-focused outreach.

Subject: Solving [Specific Challenge] at [Recipient's Company]: Here's How

Hi [Recipient's Name],

Based on what I know about [Recipient's Company], you might be dealing with [specific challenge, e.g., managing customer onboarding processes efficiently].

We've helped companies like [Client Name] streamline their onboarding and improve customer satisfaction by 40%.

I'd love to show you how we can do the same for you. Let me know if you have a few minutes for a quick chat.

Step 4: Create lead nurturing email flows

Develop automated email sequences via Intempt to nurture your leads over time. By using personalized and strategic messaging, such as addressing industry pain points, sharing valuable insights, or offering tailored solutions, you can guide prospects through the sales journey.

1. Set up your data source:
   
   • Go to the "Source" section in Intempt and create a new data source using the CSV import feature.
   • Example: Import the enriched CSV list from Clay, tracking attributes such as first name, company size, email, industry, and role.
2. Create a journey:
   
   • Navigate to the Journeys section and select "Create journey."

• Set a journey trigger based on the CSV lead list imported. All users imported from CSV will enter the journey.

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3. Set up email flows:
   
   • Use the "Send Email" action within the journey to create personalized outreach emails.

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• Create emails based on the selected engagement strategy (refer to Step 3).

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Good to know

Refer to Destinations for a complete guide to connecting your email account.

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4. Automate engagement and follow-ups:
   
   • Enable the option to automatically unenroll users from the journey if they respond to your email to remove leads from the sequence once they respond, ensuring your follow-up efforts focus on the right contacts.

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Good to know

Why use unenroll? Let's say you're selling a SaaS tool that helps marketing teams automate their workflows. You’ve set up an automated email flow targeting heads of marketing at mid-sized SaaS companies. One of your emails is about a case study showing how your tool helped a similar company increase its lead generation by 30%.

Scenario: After sending the second follow-up email in the sequence, one of your recipients responds requesting more information and schedules a demo. At this point, they have shown interest and are actively engaging.

Action: By enabling the option to automatically unenroll users who respond, that lead is immediately removed from the rest of the email sequence. This prevents the awkward situation where they would continue to receive automated follow-ups, such as a generic "Did you see my last email?" message, which could damage their perception of your brand.

Outcome: Now, your sales team can focus on nurturing this lead through a personalized 1:1 conversation, improving the chances of closing the deal, while the automated flow continues for those who haven't yet responded. This approach keeps the engagement personalized and relevant, while freeing up time to focus on leads that are further along in the sales cycle.

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• Use the "Delay" control to schedule follow-up emails at appropriate intervals, such as sending the next email after a 1-day delay.

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• Before starting the journey, set a conversion goal by aiming for replies or booking a meeting.

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Step 5: Launch and monitor the campaign

1. Launch your journey:
   • Once all configurations are complete, launch the journey to automate the email sequence..
2. Monitor campaign performance:
   • Track the progress of your ABM campaigns using Intempt’s journey analytics. Monitor specific metrics such as:
     • Email Open Rates: Monitor which emails are being opened by recipients to understand which subject lines are effective.
     • Replies and Engagement: Monitor the reply rates to assess how well your outreach is driving conversations.
     • Journey Conversion Rates: Measure how many leads successfully move from one stage of the journey to the next.
     • Funnel Drop-Offs: Identify at which point leads drop off within the journey funnel.

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• Use the insights from the analytics to adjust your targeting or email content to improve engagement and conversion rates.