A short YouTube video by Matteo Tittarelli recounts a marketing pivot for a client selling into enterprise healthcare IT where cold email campaigns failed. After running 13 simultaneous tests for two months with little success, the team shifted to using RSS feeds and podcasts: they identified podcasts interviewing healthcare IT leaders, scraped episode transcripts, extracted the interviewees, and targeted those people and their lookalikes to create warmer introductions for long sales cycles.
Questions this video answers
13 different tests at a time.
Two months.
Chapters
I'll give you like a favorite. And like, basically we. It's my favorite because we had a client that sells into enterprise IT in healthcare, right? Which is really, really tough market for like cold email. And so they hired us at first and we ran sort of our normal like segment the market. We tested a bunch of different. We were running 13 different tests at a time, and we did that for two months and we got basically nothing. It just was not working very well. So I basically asked myself like, okay, instead of trying to do like cold penetration, being like, hey, this is what we do, you want to take a sales call? I basically oriented myself to like, what is the market that we're trying to reach and what would be like the most agreeable way to try to make any introduction with them at all? Because these are like multimillion dollar deals. And so even if it's like a 16 month deal cycle, just like any way that we can get these guys to meet with our team, super valuable, right? We're working with this publicly traded company. So that also just felt cool. And so we. What I arrived on was like using RSS feeds, right? So we would. What I found is like basically all podcasts publish via RSS feed. And so I just found every single podcast that interviews like healthcare IT leaders. And we would push the podcast to clay. We would scrape who's the person interviewed, we would get the transcription and then we would find, look, we would find that person directly and lookalikes of that person.
