Ep 107: How to Validate Your Offer with Apollo Expert Guest Liz Spektor
Episode 107
Before you launch an offer, do this.
In this episode, Sarah Noel Block sits down with Liz Spektor, Head of Growth Marketing at Apollo, to dive deep into how B2B service businesses can validate their offers before launching them. This conversation is a pivot from the initial topic of creating a go-to-market strategy and instead focuses on testing and validating offers through targeted outreach. Liz shares valuable insights on crafting hypotheses about potential clients and testing them with a multi-channel outreach approach.
Key Takeaways:
Start with Hypotheses: Your initial ideas about your dream clients and their pain points are educated guesses. It's crucial to test these assumptions early on to avoid wasted resources.
Outreach for Validation: Leverage email, LinkedIn, cold calls, and social media DMs to reach potential clients. Using a multi-channel approach ensures that your message gets through.
Engage Influencers: Instead of going directly to decision-makers like CEOs, reach out to influencers within companies, such as marketing or performance managers. These individuals often shape the final purchasing decision.
Use Tools Like Apollo: Apollo is a powerful tool for building targeted lists and running multi-channel outreach. It allows you to filter potential leads by job title, company size, industry, and buying intent, among other criteria. The platform’s integration with LinkedIn and email makes it a robust resource for scaling outreach efforts.
Iterate and Optimize: Once you start getting responses, refine your offer and messaging based on feedback. This validation step is essential before making a full-scale marketing push.
Actionable Steps:
Build Lists on Apollo: Use job titles, industries, and buying intent filters to create a targeted list of potential clients.
Outreach Strategy: Start connecting with prospects on LinkedIn, follow them, and engage before moving to direct communication via email or phone.
Test Hypotheses: Start with smaller outreach campaigns to validate which messaging and audiences resonate most.
Leverage Automation: Automate multi-touch outreach campaigns on Apollo to scale up without losing personalization.
Meet Liz Spektor
Liz Spektor is the Head of Growth Marketing at Apollo.io, the leading go-to-market (GTM) solution for sales and marketing teams. Apollo.io is one of the fastest-growing companies in SaaS, currently valued at $1.6 billion. The company serves over 500,000 companies like Qualtrics, Customer.io, and Census, as well as millions of GTM professionals globally. Liz leads a team responsible for combining creative marketing strategies with data-driven approaches to improve user acquisition, engagement, and retention. She has over 10 years of experience in the B2B marketing trenches, previously serving in demand generation leadership roles at Refine Labs and Dynamic Yield (acquired by Mastercard). Her expertise has helped numerous B2B SaaS companies in different industries and growth stages to define and operationalize their GTM strategy.
Join the Tiny Marketing Club:
If you’re a B2B service business looking to scale smarter, sign up for the waitlist to join the Tiny Marketing Club for personalized coaching, trainings, and actionable feedback.
Subscribe to Tiny Marketing for more actionable tips to grow your B2B service business!
