Use Case

Hunting For Very Specific Leads

Or how to find relevant players in your niche with pinpoint accuracy in a sea of noise

Michal Mazurek
Nov 13 · 4 min read

While sexy headlines of companies becoming overnight viral successes reach our eyeballs every day the reality is that a lot of businesses rely on systematically sending cold emails to grow. Quite a few lead finders specialize in identifying “companies between 51 and 200 employees in the automotive industry”. But what if you’re looking for something more specific?

A Small GitLab Integration

I have a productivity tool for GitLab.com and GitLab EE Self-Hosted which assists teams of programmers during their stand-ups. Company size and industry don’t matter — the few programmers that they employ just have to be using GitLab. Let’s try to develop a filter to identify them.

One way to do it is to imagine what people are saying and try to match that. A way that actually works though, is browsing through a thousand threads and learning. So I set out to learn.

Learning

I started with a simple filter: gitlab. This resulted in over 300 hits per day. Wonderful. My results on one screen, a notepad on the second and a draft of this post on third, I set out to go through all of them. There are two approaches.

Eliminating False Positives

The first approach will focus on what to exclude.

I want to help teams improve their daily stand-ups. Open source projects are irrelevant. And besides, everybody knows, you should never sell to hobbyists. Let’s try to identify, and exclude them.

The first thing I noticed is a bunch of posts by a bot on Reddit:

That little “source code” link? It points to https://gitlab.com/juergens/stabbot, which matches our filter.

Another way to spot an open source project is a link to its issues, e.g. https://gitlab.com/LineageOS/issues/android.

Or to its code: https://gitlab.com/Puffles_the_Dragon/core-software/blob/master/src/coreutils/rm/rm.c or https://gitlab.com/0xnaka/thehelperdroid/raw/master/helplist.txt.

In fact, I realised that all links to https://gitlab.com/ were pointing to open source projects.

My filter thus became:

gitlab NOT `https://gitlab.com/`

It still matches a lot of false positives. But at least I know that I won’t miss anything relevant. Tomorrow I’ll stand a better chance against the, now tamed, influx of posts.

Just The Needles From The Haystacks Please

The second approach will focus on specific phrases someone we want to reach out to will use.

As I was weeding out irrelevant hits, the number of my browser tabs with valuable hits kept growing.

Here are a few posts by people who clearly are programmers using GitLab in their day job. I hilighted phrases that, hopefully, will match threads similar to them in the future:

And many more, but we’ll stop here. Let’s assemble our excellent, evidence-based filters:

gitlab `/api/v4/`
gitlab ` 12.`
gitlab `ci/cd`
gitlab `runner`
gitlab kubernetes
migrating "to gitlab"
`https://gitlab.com/gitlab-org/`
`https://docs.gitlab.com/`
`gitlab-ci.yml`

These will have almost no false positives in them, perfect for the busy, although you might miss a post every now and again.

Conclusion

Designing a good filter is never a one-and-done job. If you want it to stay sharp you have to maintain it like you would your kitchen knife. But if you do, you’ll never complain about a lack of people to reach out to again. Your customers are out there, waiting for you to help them.

Syften

Real-time Social News Sifting | syften.com

Michal Mazurek

Written by

Entrepreneur and Syften.com founder. I divide my time between my products and dancing the Tango. I live in Krakow, Poland

Syften

Syften

Real-time Social News Sifting | syften.com

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