Mike Rizzo: Alright, well, uh, thanks everybody. We are back for what we love to do. It’s another No Bullshit Demo, and this time, uh, I am graced with the presence of Jordan, or, as it says on his nameplate right now, Joran. Uh,

Jordan Crawford: he is here

Mike Rizzo: and he’s going to talk about his product,

Jordan Crawford: uh, blueprint, and we’re going to learn all about what

Mike Rizzo: it’s, what it’s capable of.

So, um, we’ll go ahead and make sure that nameplate’s updated, Jordan.

Jordan Crawford: We have like a, like a five minute conversation before this. And you’re like, I’m going to wait until I push the record button to like tell him that he’s a Klingon. Like, like, like why did you do that to me? Oops. Sorry. I just caught it.

I’m not going to fix it. I should give you a discount if you come in and be like, Hey, Joran, like you’ve got this. Such a good thing. Well, uh,

Mike Rizzo: Jordan, uh, introduce yourself, tell people a little bit about who you are. And then, uh, if you don’t mind, just jump in and tell us like, Hey, what is the product? You know, why does it exist and

Jordan Crawford: what does it do?

Yeah. Yeah. Great. Thanks. Thanks for having me. I’m happy to be the first cling on here. Um, so, uh, I’ve been doing B2B prospecting since 2016 and the one thing that I have learned is that. Data matters so much, uh, in a world of spray and pray where sales teams are sending really boring messages because everyone uses the same data.

It’s really important to be able to find the people that need you the most now. And so the question that I wanted to answer in this product is, I don’t know who I should contact, why I should contact them, and what to do. to say to them. So I built a product to solve those three problems. It’s primarily use is for sales folks, but the marketing team can absolutely benefit from it.

Uh, and I kind of compete in the intent space. So let me give you kind of quick overview about what this thing is. And then I’m going to let you ask a couple questions before we’ll dive in. So for the last two years, I’ve been back in the bat cave, uh, building this product and. What we do is we’re monitoring hundreds of thousands of companies, individual company URLs, company domains every day for their posted jobs.

Uh, and we’re saving that into a very, very fast searchable database. The interesting thing about job descriptions is that they talk about problems that companies have to solve now. They’re literally jobs to be done. Um, And the whole goal, Mike, is not to replace these people, but you might want to leverage software to help them be more efficient, right?

And so inside of a job description, it will say, you’ll be responsible for implementing our mark, uh, marketing tech stack, uh, and you must be familiar with integrations like HubSpot, et cetera. So you have an idea about what this company cares about. Um, and so we save all that into a database and then we let you use AI to search that entire database by recency.

So you can find the. Companies that care about the problems that you’re solving now, and unlike other intent data, Sixth Sense, Bambora, G2, you get to know why it’s not a black box and you actually can see what they’re talking about inside of their job descriptions.

Mike Rizzo: Hmm. I love this. And the first time you and I met, I was like Okay, this makes a lot of sense, right, like uncovering, and frankly, like I’ve, as a freelance consultant, right, like we do this all the time, right, and you’re like, all right, well, it looks like they’re hiring, like I’m going to give it a go and reach out and just say, hey, in the event you don’t want to put an FTE on here, like I’m available.

Um, and so like, it’s kind of, uh, funny that it’s taken this long for somebody to, to go into a bat

Jordan Crawford: cave and build it. Well, yeah, well, it’s, it’s, um, and the reason that I, the kind of, one of my unique insights is that almost all of these other data providers charge you to check at a company level. And it just doesn’t make any sense because sometimes you don’t really know the title, you don’t really know the titles that you’re targeting because they’re changing in the marketplace.

You don’t exactly know how people are going to talk about this. And so. Um, I built this sort of in an inverted way, which is you don’t really care about a company. That’s just the best heuristic you’ve had to date. You care about problems and you haven’t had a way to sort your entire market by problems.

And that’s what the tool does. Yeah. Should we dive in? Yes, please. Great. Let’s see. I know that, uh, people have been waiting for this moment.

Mike Rizzo: That’s totally going there.

Jordan Crawford: So. Uh, so basically there’s kind of two ways to, to search this. If you know exactly what you’re searching for, you can use all of these, uh, the search filters, but I’m going to pretend that I don’t know what I’m searching for.

And I’m actually just going to type in a query for, for Jordan here. Who would I prospect to? So when VPs of sales or VPs of marketing are building outbound, um, email engines and need better data. Um, to replace the bad clear bit, six cents, uh, Apollo and zoom info, uh, I can help them find better intent signals in jobs, uh, in job postings.

So yeah. We’re just going to hit, so what this is going to do, I’m going to click search here, and I’ll tell you what’s happening in the deep dark bat cave. This is running what’s called an embedding search. So it’s taking all of these words, and it’s finding, and actually I should have filtered by seniority here, but it’s taking all these words and saying what jobs have the most of these words in them.

Uh, or like have the most similar of these types of words. So you can see, so ZoomInfo posted this job on May 26th. There are 10 of the keywords in this. And so it’s like, you know, it found ZoomInfo. This is a go to market, uh, plays team. So it’s like, I should, hey, ZoomInfo, replace ZoomInfo with Jordan. Look at this 216, 000.

Shit, Mike, I think I got to go take this, uh, this job here. Like maybe, and maybe I don’t have time for the rest of this demo. Yeah, that’s the one. Um, yeah, that’s because they charge too much. Um, so, Hey, uh, so you can see like, oh, this is like representative data as a service, like senior operations analysts, right?

Like use intent data, like providers G2 and zoom info. So now I know two things because I know the date the job is posted. I kind of know that this is top of mind for them. This job is still active, which means that boy, they have been searching for this job for a month and a half. Um, Uh, oh, sorry. Sorry. 15 days.

So the job’s been open. Um, they have six keyword counts. So I know the tools they’re using now, and it’s like specifically outbound sales, like account based marketing, right? So it’s like, I should contact this company immediately because I know that they’re thinking about this. They use similar data providers.

Um, I know how they’re thinking about it based on their job. And now not only do I have the message for them, Mike, I know the timing, um, based on the job posting. And I know who I never would have found this person. If I would have said, Hey Mike, I service companies between 10 employees in B2B SAS. Like those are, uh, that has nothing to do with the problems that companies are struggling with.

Um, so maybe it’d be helpful to like dive into some of these filters. So, you know, some other options. Yeah. I think

Mike Rizzo: just like sharing a little bit more of the granularity. So like embedding search happens, it matches based on the posts, like number of like keywords that are sort of showing up, uh, from your initial query, which is natural language, which, you know, is super fun.

Uh, and then it looks like you have a recency factor and a few others to sort of drill in further. So like what, I guess, like beyond the filtering piece. Like, what happens next? Like, how do I go activate against this data? Like,

Jordan Crawford: what’s my next step? Yeah, so, uh, this is just sort of the first step. Uh, the next thing that I would do, in your case actually, is like, I would actually go through and do, uh, more filtering here.

Because the whole value of this tool is to sort your entire market by pain. To identify who has the most highest density of pain. And, uh, where does that show up? So, like, I might actually say, I want VPs. Uh, heads, directors and managers. So I only want senior roles. I also could say the role has to have the word sales, uh, or marketing in the title.

I might also want to say, actually, it’s really important for me to, uh, uh, they have to have the tools that I care about. So six said zoom info, Apollo, and all the while I’m sorting and I’m sorting and I’m sorting. And actually the company description, they have to say B to B. Um, so I can run the search and now it’s like, okay, great.

I’ve added more inputs. I’ve specified that, um, and it’s like, oh, like no, like, of course, like six cents came up. So like which company talks about six, look at how like obsessed six cents is with themselves. Like six cents, six cents, like you should use six cents. So I’m actually going to say, okay, great. I actually don’t want to sell to six cents.

com. Um, Why would they buy a better tool? Their existence is committed to being a worst tool. So it’s like, okay, great. It’s like, I’m throwing a fire here. I spelled my name wrong. So it’s like, yeah, yeah, I spelled my name wrong. So it’s like, if I can’t spell my name wrong, I should be able to like attack the competitors that definitely can spell their name wrong.

So it’s like Apollo, like I don’t want to sell to Apollo. So I’m gonna like remove them too. So I’m going to do all of this sort of filtering and. Um, uh, drive Alpine pipeline generation, right? Delector sales. This is like perfect for me. Right. Um, uh, and then you can see like VP, like treasury. So I actually don’t want to, you know, this got reporting Apollo.

Like this is like some Greek company here. So they talk about, yeah. So it’s like, okay, great. Now I actually want to like, uh, you know, include certain things inside the, uh, the sales. So, uh, inside the title. So, um, so what, what do I do next? Uh, there’s two things you can do. You can either sort of export this and then you have the companies and jobs, uh, data and you can enrich it.

Anyway, you want and take it to market. The other thing is you can buy an upgraded package for me. We’re all go get all the contacts for you at these, uh, these companies. And by the way, I should say, it’s not that you’re reaching out to this person. This is just a company level intent signal, and you can reach out to other people at that company.

You don’t have to like. reach out to this person. But because I know the date the job closed, you could, you could say, well, because I know the date the job close, I know what this person will be responsible for us and I can go find them. So I can give you the contacts, but let’s say you’re like most everybody I’ve ever met ever.

And you have the most complicated. revenue stack imaginable to man. It connects up to 8000 different data sources. There is no source of truth to get anything done. It takes about 40 to 50 years and you got to get the approval from eight people. Um, I can skip all that and you can actually just buy Outbound from me so I can take this data.

I can turn it into contacts. I create inboxes I warm up and I send messages on your behalf So I skip all of your complicated revenue stack and I just deliver you replies So my upsell motion is basically like do you just need company data? No by Prospect data for me to, do you need more than company and prospect data?

Do you actually need me to go turn this into a channel as a service for you? I’m also happy to do that where I take care of all of the inboxes, all of the warming, and you just get replies and reply in my system to the people that say, yes, absolutely. Mike, that’s really interesting to me. Mm. I

Mike Rizzo: love that.

And so when we think about why a marketing operations professional would use your product, um, it might not be them specifically, uh, but they may be able to potentially tap into that export that you’re providing, uh, even on on the other side. Right? Like, like, I imagine you could send notifications like to, to a channel or to like an inbox or something like that.

And the marketing ops professional could potentially take that information and put it into their, uh,

Jordan Crawford: CRM, for example. Yeah. Yeah. We don’t have any direct integrations with tools, uh, but the best way to think about this data is there’s lots of uses for it. So for example, you could find out when are your existing customers hiring.

So Google. Sendoso is a customer of mine and it’s like, why don’t we run a play where it’s like every time an existing customer of yours is hiring for a demand or marketing role that you can say, Hey, Mike, I noticed that you’re hiring for a new role that should be a user of Sendoso. Like why don’t we get them on boarded when they start?

Right? And so you can really get ahead of that and make sure that you can, in, you know, in the world where every dollar is precious, unlike, you know, last year where they were flowing freely. Um, uh, it’s really important to make sure that your. monitoring your customers here that you’re understanding as the world changes.

And that’s kind of the whole intent of the product. Yeah. The marketing ops person might use this to ingest in their data. Um, it’s also really good for ABM list as the world changes. Like who’s thinking I was chatting with mutiny early earlier today. And it’s like, I can, you know, Google optimizes sun setting their platform.

For example, like we’ve got this new thing that replaces it. So they can search all of my database, all 4. 7 million jobs for. Who uses Google optimize and they can take that as a campaign. Like, Hey Mike, did you know the tool that you use is about to be sunsetted? Like we’ve got a free tool, a free offering for you, uh, to replace it.

Like, do you want to give it a shot? Yep. Yep.

Mike Rizzo: Nice. Yeah. So that’s, uh, the, the, the changing landscape, the ever changing landscape of, uh, companies coming and going and new features coming and going, um, makes sense, right? Like running plays against that. And, and I like, I like the idea of like, as we think about the rev ops sort of landscape, even this idea of like monitoring for new jobs coming in, you know, like, Hey, as soon as that person gets on, you know, hired into your company, like we’re here to onboard them.

Uh, to, you know, just in the Sendozo example, right? Like that’s huge, right? Because NRR is like a massive focus for every single organization right now. And wouldn’t it be nice if,

Jordan Crawford: you know, your,

Mike Rizzo: your vendors are reaching out to you to say like,

Jordan Crawford: Hey. You know, we’re here to support you. Yeah. Or, or also, yeah.

Or also like they’ve hired someone who is going to be the new champion, right? So that’s like really important for you to say like, okay, well, wow, they’re hiring a new VP of marketing. The VP of marketing is for sure going to take over the Sendozo contract. Like we need to make sure that we’re in there on day one and maybe you even.

You know, you send also them a send also, right? Like you send them like, Hey, congratulations. Like, welcome to the team. Like I’m, I’m, I’m so happy that you have joined. Um, uh, don’t worry. We didn’t take this send also out of your send also budget, but you have access. Yeah. But you have access to this tool. Um, and so I hope that, you know, I hope that you enjoy.

I love it. I love

Mike Rizzo: it. All right. So let’s keep going through our questions here. Um, we’d like to sort of get a sense, you know, on the buying side of technology and services. Um, what would you say is the average size of your customer

Jordan Crawford: or like the state of their growth where they’re probably coming to you?

Yeah, that’s a great question. And this is a great question. There, there’s like two use cases here. The first use case is like where you, I like say, like, you don’t know your ass from a hole in the ground. Um, and that’s usually like before you found product market fit. And weirdly, this tool is a great way to explore the market and see how big, um, or if you’re launching a new product, right?

That’s sort of one use case. The other use case is really where you have hit your stride. You found, you found product market fit. You’re able to close customers. You’re. Um, you know, that motion is working really well for you and you need to start scaling it. And generally, that’s a great time for me, especially when your sales team is relatively small.

Um, uh, or you have a large sales team and, uh, and they need sort of better data. Um, so both of those are like really good moments for me because it means that it’s like, we know our customer is, we know sort of the moment that they have the problem. Um, but we’re just sort of sending the same message to all the.

You know, the same titles that I get the data from Apollo and we really want to be able to understand who to reach out to win and what to say. Those are the best sort of times for me. So it’s really at growth stage where you need leads, you know who your customer is, you know why they buy you, you have good understanding of those inflection points.

And, uh, you either need systems to scale, in which case you buy sort of my full service, or you need. Um, what I call like behind the curtain data. So like one of my customers, they really care about when a company is at petabyte scale. So their product is perfect when you’re, when you have like so much large data and inside of engineering job descriptions, it talks about that or like when companies like they talk about their benefits, like you’ll be responsible for selecting our new benefits plan or like inside of marketing jobs, it says like you’ll manage a budget of a million dollars a year.

Right? Well, that’s like really useful information to know, um, when you’re targeting. So if the, if the information that you’re looking is behind the iron curtain, right, it’s not on their website, like you can’t use built with, um, it doesn’t exist in public forums. It’s happening inside internally, internally to the company.

Um, this is a great, uh, great use case for that. That makes sense. Okay, cool.

Mike Rizzo: And then next question is, um, sort of the average time it would take to complete an implementation

Jordan Crawford: for blueprint. That’s the greatest thing is that zero time like you already saw like it’s the search So I purposely do not implement with your systems because this is either meant to be used directly by the sales rep and for them to take this and take it to market or automated outside of your system.

So if you have huge systems that I can skip all that debt and ship, ship, ship, ship, ship. I’ve got inboxes that get 60 to 90%. Um, uh, open rates, uh, I can find all the contacts, I can clean them, I can help you with messaging, et cetera. So if you’ve got a bunch of revenue debt, you can skip all that and ship stuff to market.

Uh, if you have a bunch of sales reps that actually are spending most sales reps spend a lot of their time researching, right? They’re just like going around, uh, Oh, and you know, they go to the company website, they read, they click on it, like, do they, Oh, they don’t have one of my jobs as relevant to me next.

Right. So it’s really to solve that, uh, uh, pain and Uh, and so they can just start using this immediately and they can paste in all of their domains that, you know, they’re in their territory, uh, their company URLs and just start searching them immediately. So there’s no, in either case, there’s no implementation time.

I love it.

Mike Rizzo: And then, uh, the pricing model, um, uh, like what is your pricing model? And then are there any types of like setup costs? That we need to be aware

Jordan Crawford: of. Yeah. Yeah. It’s as much as you’ll give me . No, no, no. Yeah, yeah. It’s like, yeah, I should charge less cuz I can’t spell my, my own name. I can’t, I can’t believe you did that to me.

I can’t believe you waited. You’re like, Hey, you know, like you spell check my own name, my mom is gonna be upset at me. Um, so yeah. So how pricing works is. It is, uh, 500 per seat per month with a four seat minimum. Um, so that’s 24 K a year and there’s a 2, 000 first month test. So basically you commit to the, uh, you commit to the whole year, you get a single month, uh, to test it and then you can opt out and say, Jordan, I don’t want this anymore.

Um, and you’re welcome to, you can download up to 20, 000 jobs on that plan. Um, uh, you know, cumulatively to Um, uh, to test this thing out and I will have a free version that allows you to do all the searching and then aggressively filters out what, what companies they are, what time they hire, you don’t get all the filtering, et cetera.

So you will still be able to get some sense of this for free without, without ever paying anything, but you just won’t be able to like turn it into revenue unless you pay the piper. Um, so yeah. Sounds familiar. It’s a pretty common structure. Yeah, exactly. Alright, um, so from an internal

Mike Rizzo: team perspective, like, are there any teams that we need to be, like, thinking about as we go to get implemented?

Like, who should be aware of, you know, is it, if marketing ops came to you and said, Hey, I think I want to, like, bring this into the, to the mix, like, who else should you be

Jordan Crawford: engaged with? Yeah, I mean, definitely your sales team needs to really Uh, and so there’s, there’s basically two paths of purchasing. The first path is where this becomes a tool for your sales reps.

And this is really, uh, meant for high functioning sales organizations and So all six of them in the world. Shout across the bow, but don’t worry. You’re one of the six. If you’re listening for sure, you’re not one of the million. You’re one of the six. Yeah, that’s right. Yeah. Uh, so if you’ve got a really high functioning sales, uh, or where, uh, you have, uh, reps that can show up every day.

Um, that are, uh, that are prospecting that are making cold calls, et cetera. Right. That’s like a great, great fit for you. If you don’t have that organization, which is most of my customers, uh, then, uh, we have a conversation about automation and that’s where I take the data for you. So I take my own proprietary data.

I go find contacts. I ship messages to market. And in that world, um, it’s a, it’s a more expensive purchase. Uh, and, um, and that’s a world where the sales team needs to be involved. Uh, specifically VP of sales or the head of revenue operations, um, uh, director of sales enablement. And those are the folks that have to buy in into the sort of automation world.

So in some way it’s like whoever makes the kind of purchasing decisions about testing out new paid channels is probably the person that should be involved. Okay, good. And, um, when

Mike Rizzo: it comes to this idea of like getting, getting going, we always ask the question about like, are there any external agencies or consultants that are needed to be successful for your product?

But it sort of sounds like that’s

Jordan Crawford: you. Yeah. Yeah. Yeah. Hey, Hey, uh, uh, Peter takes the money and Paul takes the money. Yeah, so yeah, so it’s like, yes, you can totally just use this on your own, but I do provide a list, uh, an additional layer of support to actually take this to market because I just have found that, you know, companies struggle sometimes taking a good data point and turning it into revenue.

Like, how do I get the contact? How do I clean the contact? Is this a good email? I don’t know if the email is good. Oh, great. How do I, but my inboxes, I don’t get deliverability. And then what do I say to them? And so. These are all, um, these problems are all kind of convoluted. Unfortunately, I’ve done this a lot for a lot of companies.

And so, um, I have good expertise about how to take this. And then the thing I’m building next is like playbooks. You can’t see it here, um, but I have a list of different playbooks that you can run on top of this data. So I’m going to start structuring that. Um, and then I’m going to run… Uh, you know, uh, uh, sort of A.

I. Models on top of that to help with copy so that basically you can have one to one messages from the job description to who you are, to why it matters to them and to send a message that is actually contextually relevant. Um, it’s a framework that I created called creative constraint with context, um, how to use these large language models to sit on top of this data to deliver individually relevant messages.

Yeah,

Mike Rizzo: that makes a ton of sense. And I think, you know, that level of use of the AI landscape right now is is the appropriate one to be thinking about, not the not the Google search queries that people are trying to come up with. Yeah. Okay, folks, it’s not a database. You have to feed it data in order for it to Anyway,

Jordan Crawford: so yeah, or like, Hey, like write an outbound sales info for me.

It’s like, hello, Mike, as the leader. And it’s like, Oh my gosh. And it’s like, it’s like 78 pages long. It’s like, what is the, teach

Mike Rizzo: it your tone of voice. Teach it what you want it to do first. Yeah, yeah,

Jordan Crawford: yeah, exactly. It’s like, it’s like, basically it’s like hair opening. I hold my beer. Uh, yeah, it’s like, no, it’s not going to really work out.

Yeah. Yeah, totally. All right. Uh, so the

Mike Rizzo: final question here on our docket is around the average time to see success. Like the, you know, the goal is achieved or the campaign is out the door. Like what’s sort of the ROI timeline that people should expect when they get into an engagement with you? By

Jordan Crawford: the way, I don’t think I can change my name.

I tried to fix my name and I tried to click on it. So I was like, I would like look like less of an idiot through the whole thing, but it’s like, that’s not, this is, you

Mike Rizzo: can’t change it. Don’t worry. It’s not even going to show up

Jordan Crawford: in the video. I think I’m probably just, Oh, great. Oh, great. So you, you, you, you steamrolled me for no good reason.

Oh my gosh. Okay, we’ll fix it in post. Okay, we’ll fix it. Yeah. Let’s just like cut out half. It’s going to like be the weirdest, uh, no bullshit demo ever. No, no. People are going to love it. Great. All right. The average time it takes to see success. Well, uh, if you’re. If you’re hiring me as sort of a full service consultant, I have this really wonderful 2, 000 single test where I send a message as me to test if this works well for your market.

So, um, I have this brand new thing that I’m offering, uh, that basically says, can we figure it out together? Is this data useful to you? And we actually ship something to the market and that generally takes about two weeks from like. I like from, I would like to pay you to like test in market. Um, uh, and then, you know, if that works, then it takes about, if I’m running the campaigns for you, it takes about a month to kick off the first test because we’re warming up in boxes, et cetera.

Um, but if you’ve got a sales team, that’s like. That can, you know, this pound the pavement every day that, um, that is really on top of it. They can take this data and instantly start searching it. I mean, you saw how fast the search was. It’s like we just like what you saw was like a little bit. It’s a little bit of a weird miracle that is like made easy.

Um, 2. 6 million jobs. So it’s searched and sorted with contextual text. 2. 6 million jobs. And I’m not Google, like I’m just a dude in a basement here. Like, that’s how amazing is that? Um, I didn’t actually do any of the work, so I shouldn’t take credit for it. Um, and he spells his name correctly every time, every single time.

Well, uh, no, this

Mike Rizzo: has been helpful. I appreciate you Jordan for, um, sharing what blueprints capabilities are. And I’m positive that. We have a lot of folks in the community that are interfacing with, uh, sales reps regularly who are looking for an edge. Um, and this, this absolutely might be one of those opportunities.

I think the jobs data makes a ton of sense. Uh, as I said at the beginning of this and. You’ve instrumented a way for folks to take advantage of that. So kudos to you and your basement capabilities.

Jordan Crawford: Well, yeah, thanks for having me. And the other thing I’ll say is that you can go and test out yourself intent dot blueprint, gtm.

com. Um, that’s I N T E N T dot blueprint gtm. com. So feel free to use it if you’re listening to this. Um, uh, anytime in June, uh, it’s like. Everything is free except the export. So you can take advantage of me before my engineers start closing stuff off. So you should absolutely do that. Um, and then I’m Jordan at blueprint GTM.

If you have any questions as you start, uh, start to use this. Yeah. So, so play around and, uh, and let me know what you think. Awesome. Thanks Jordan. I appreciate it. All right. Thanks Mike. Bye.