Keith Schrodt
Key takeaways
- 8:14Attorneys are among the hardest B2B audiences to reach because they bill by the hour (some in 15-minute increments), and COVID compounded the problem by moving them to home offices where SDRs had no phone numbers and events dried up.
- 12:20Targeting a steady ~4,000-4,500 contacts per month, DISCO reached 30,299 people across over 24,000 accounts, with roughly 548,000 impressions, 794 clicks and 497 site visits since starting with Influ2 in September 2020.
- 15:23Influ2's Salesforce integration logs ad clicks as activities and alerts sales reps in real time, so they know exactly which named person engaged with which ad; engagement scores are then used to rotate low-engagement contacts out monthly.
- 20:28Working warm, sales-aligned target lists instead of cold outreach shrank DISCO's average close time for mid-range deals from 60-90 days to about 30-45 days.
- 25:34Even VPs and senior executives spend significant time on Instagram and Facebook, so Influ2 buys across all platforms (Facebook, Google, Instagram, LinkedIn, Yahoo) rather than optimizing channels — with niche audiences you want to reach the decision maker at any cost.
Questions Keith Schrodt answered
Yes — because sales helps build the target lists and reps work warm, engaged contacts instead of cold calling, typical mid-range deal closes shrank from 60-90 days to about 30-45 days.
Disco Case Study: Why Person-Based Strategy is Essential with Difficult to Reach Audiences19:27
Keith says SDRs check alerts and fold them into their outreach cycles rather than calling within the first minute. Dmitri adds that the fix for creepiness is the message, not the timing: never say 'you clicked my ad' — reference the topic or content the person engaged with as relevant context.
Disco Case Study: Why Person-Based Strategy is Essential with Difficult to Reach Audiences21:30 · with Dmitri Lisitski
In Keith Schrodt's words
“I was even taking ads, screen capturing them and sending them over to my CMO at the time and saying, hey, these guys are getting my attention. If they can do that to me, I think we should probably look into this technology.”
Disco Case Study: Why Person-Based Strategy is Essential with Difficult to Reach Audiences9:16