Article Sales intelligence with job postings

More data to sell more?

You have surely noticed: as time goes we are more and more solicited. Our focus is not a commodity anymore, but has become a rare material that companies are trying to catch, even if it's a matter of seconds.

It means that when you are trying to sell to a company, traditional approaches do not have the same ROI as before: cold calling or cold emailing are more likely to end up in the trash than catching your prospect's attention, assuming your cold campaign did in fact reach a prospect matching your target.

A key to catch your prospect's attention is to personalize your selling approach: adapt your targeting and message depending on the company’s context and current needs. You wouldn’t want to sell a billing management SaaS to a company who just set up a whole ERP including invoicing…

That’s where data comes into actions: in order to draw an accurate portrait, you need the right information. And those data can be obtained due to the fact that companies regularly generate a large volume of data: public communication (press, blog etc), financial and legal statements, job postings...

Those data are “weak signals” of the company, which can be interpreted to find out:

  • The company current needs: in needs of a specific tool or skill.
  • The company buying position: strong buyer position due to a recent funding for instance.

Our ability to interpret those weak signals will help us to find more commercial opportunities.

Job postings: from weak signals to buying opportunities

In our quest to draw companies portrait, job posting appears to be a very interesting dataset. You might have used it already!

As a company evolves, its context and needs change, which is often translated into job postings.

Browsing through a company’s job offers, you can find out:

  • Company HR needs.
  • Company technology and product usage.
  • Launch of new projet or subsidiary.

For instance, let’s say you want to sell a Marketing Automation SaaS to companies which use a competitor solution.

You find the following job posting (company name anonymized in the job offer):

Reading this job offer you can interpret the following information about the company:

  • The Paris marketing team is organized around an EMEA Marketing Team:

    • Volume of contacts dealt by the platform is likely to be high.
  • The company is using Pardot as a marketing automation tool:

    • The competitor platform you were looking for.
    • Budget voted for this kind of product.
  • They were using Hubspot, and choose to migrate on Pardot:

    • high level of maturity on marketing automation tools.
    • They just changed their marketing automation tool: they are not ready to be approached yet.
  • “GDPR” regulatory law is mentioned multiple time:

    • Could be a point of approach.

Quite some info with only one job offer!

By automating this analysis on companies’ job postings, it becomes easier to:

  • Find new prospects matching a product or technology usage.
  • Enrich existing prospects or clients with key information.
  • Discover an addressable market.
  • Prioritize leads.

Map company’s tech & product stack

Another way to map company technology & product usage is to have a look on their website source code.

You could find occurrences of a technology or a product API call:

Company landing page source code

However, let’s say you are selling an accounting software and want to find companies which use competitors solutions: trace of the product won't be necessarily gathered on landing pages source code. Or, more likely, there are no occurrences to track in the source code.

Another reason to have a look at job postings is to notify changes: as we saw in the previous job offer, the company did notify “publicly” through a job offer that they just changed their marketing automation tool.

Recruitment of a new chief marketing officer would also have been a strong buying signal: once a new executive is recruited, it’s likely that the product stack will be open to question or even change in the next month. It becomes a very appropriate moment to approach the client!

Catching those signals with job postings is therefore very relevant, helping you to map a company context and needs.

The right data is key

Use data as the right leverage for sales development has become business critical: more than never, you need to contact the right prospect at the right time.

Companies leave clues of their current state and needs in job offers: the challenge we have to face is to interpret those weak signals and convert them into buying opportunities, in order to target the right company and contextualize our approach.

Job postings dataset appears to be quite relevant as companies translate their needs into recruitment offers.

You want to automate this approach? Find more leads based on companies tech or product stack? That’s exactly what we are doing at Mantiks :)