Full transcript
0:00This is how I'm using Hermes to control,
0:03manage, and run my entire ABM campaign.
0:07Now, here's the key thing. It's
0:09controlling it through using a
0:11signal-based
0:13approach. And in today's video, I'm
0:15going to dive into the weeds on how I
0:17came up with the leads in the first
0:19place, set up the signal-based
0:20monitoring, and enabled Hermes to
0:22manage, and control, and run everything.
0:25So, let's dive in.
0:27So, first things first, let's go real
0:30high-level to see what is going on. So,
0:33Hermes, if you don't know, it's like a
0:35an agentic harness that we're using,
0:37very similar to Open Claw and Claw Code
0:40and all of that. The benefit to it is
0:43it's model agnostic, and I have baked in
0:47tons of other cool stuff, which I've
0:48done videos on another time.
0:51Now, what's happening is, first of all,
0:53we need to use the knowledge base,
0:56which, if you haven't already seen, go
0:58check out my YouTube. I do tons of
0:59videos there on how I've baked baked in
1:01the knowledge base.
1:03But, we use the knowledge base, which is
1:04through the memory system that we've
1:06created, and we're going to use
1:08X-Search. And I'm going to show you
1:09exactly what this looks and how this
1:11feels, and that is going to help us come
1:13up with a lead list of 100 or 1,000. It
1:16can be however many you want.
1:18Key individuals. Then, we're going to
1:20set up a signal-based monitoring system
1:23through leveraging Triggerfyre and the
1:25MCP there.
1:26And we're then going to have Hermes
1:28effectively control or look up at the
1:31signals to see has any new signal
1:33happened. If they have, we're going to
1:35score it. From there, we're going to
1:36draft some tailored message, and then
1:38we're going to action them on tools like
1:41smuggler.dev and Plus Five, which is the
1:43automation outreach tools that we use.
1:47So, let's kind of go into to see how
1:49this looks. So, first things first,
1:51we're going to ask it to find who you
1:53think my ICP is. So, what's cool about
1:57this is this is going to use and and
1:59again I've done videos on this, but I
2:01built a memory system and a context
2:04engine which is feeding and giving
2:06uh my Hermes agent in this case called
2:08Silco the entirety of what's going on in
2:12my world. And so, it's incredibly good
2:15at working out, okay, who is the TAM,
2:17who is the ICP because it knows all of
2:19my customers, it knows the ones that are
2:21performing well, it knows how they act,
2:24it knows who they how they think, it
2:25knows who uses the product well, all of
2:27the nuts and bolts. Um
2:29So, we can see here it's coming in and
2:31it's saying who they are. We got
2:33technical growth, RevOps, demand gen,
2:35ABM operators at 100 to 1,500 employee
2:39B2B SaaS, RevTech, MarTech,
2:41cybersecurity, or a high ACV
2:43professional services.
2:45Uh SUK and Western Europe-centric. So,
2:48it's the person who already runs Clay
2:49tables, owns the named account list, and
2:52is the one budget cycle away from buying
2:54an AI SDR that they don't really trust.
2:56Huh, that's kind of funny.
2:58So, here we go, hard exclusions,
3:01uh where I'd push back. Cybersecurity is
3:04a sleeper, long sales cycle, named
3:05account but obsessed, champions moving
3:07consistently, pure trigger fire use
3:09case. That's cool, it's giving me like a
3:10sub cybersecurity
3:12uh point.
3:13And then here it's given us the the
3:15one-sentence ICP.
3:17And so, last night I basically, to save
3:19time, I used a {forward slash} goal and
3:23created this goal which was like, okay,
3:25hey, take this
3:26ICP that we've come up with here and
3:29using Axgo, find me 100 LinkedIn
3:33profiles that you can source based on
3:36this ICP, based on them needing us,
3:38based on all of the variables and the
3:40parameters that they've just come up
3:41with here. So, we say, share the
3:43spreadsheet on the 100 profiles. So, now
3:46we're going to get this, we're going to
3:47check to see if the leads that I have
3:49come up with is good. While that's doing
3:53that, I'm going to open up a new Hermes
3:56tab. And by the way, you can chat with
3:57it through Discord or wherever wherever
3:59you want to. And we're going to say um
4:03using the Triggerfy Dammit, I hit enter.
4:06Using the Triggerfy MCP, I want you to
4:09look at what signals they offer.
4:13And based on who you think our ICP is,
4:18come up with the key signals we should
4:22be looking at for these leads.
4:25Okay. So, that is now going to work with
4:29the MCP to hopefully then understand the
4:31signals that we could set up through
4:32Triggerfy. And then it's going to
4:34analyze our ICP. Then it's going to say,
4:36"Okay, hey, well, hey, here are the top
4:38three signals that we should do."
4:40While that's working, we're going to go
4:43ahead and we're going to have a look at
4:45the
4:46spreadsheet here. So, I'm going to fire
4:48open a
4:50Chrome tab.
4:51Open this up. Classic. Okay. So, here we
4:54have all of the different uh leads
4:56coming in. I can see some names that I
4:59am familiar with. So, I know that it is
5:01along the right lines here. We've got
5:05sales tools, marketing tools. We've got
5:07some cybersecurity tools coming in here,
5:10data tools.
5:12Uh you got like the Vanta coming in. And
5:15what's really cool is we've got some
5:16forward-leaning evidence. So, one of the
5:19kind of key things that I tasked it to
5:21go and find was I want them to be
5:23forward-leaning, right? And so, what I
5:25mean by that is they're using AI,
5:27they're ops-orientated.
5:29You know, they think and feel the way
5:31that we want our customers to be
5:32thinking and feeling, so to speak. And
5:34you can see here that it's got the
5:36evidence base as well, which is perfect.
5:38So, we've got a really good and targeted
5:41list here. And of course, we could keep
5:43diving into this and maybe add more or
5:45maybe kind of firm it up a little bit
5:48more as well.
5:50Let's go back to here. So, we've got 16
5:52signals available. Here's how I'd rank
5:53them for RICP. Tier 1, pull the trigger.
5:56So, this would be buying window,
5:58literally what it says, topic keywords
6:00like outbound intent data, signal-based
6:02selling, RevOps tooling, and they're
6:04also hiring for specific roles like to
6:07competitor content, change role, or
6:09company started hiring. Tier 2, this is
6:12more nurture into a conversation, posted
6:14about tracked topic, change company,
6:17and then change jobs has increased, so
6:19broader growth signal. And then Tier 3,
6:21skip for the conversion, influence
6:24expansion like tracked person's content,
6:26became aware. So, what I'm going to say
6:27is like I like the idea of stacking the
6:31signals.
6:32Let's create a scoring system
6:36that we can store the scores, plus
6:39monitor
6:40once we set up the campaign. If they go
6:43into Tier 1, we can route them
6:47into a
6:50smuggler.dev campaign
6:53later. If Tier 2, the same, slightly
6:57different campaign. And Tier 3, let's
7:01track the score once they hit a certain
7:05metric
7:06we can then reach out. So, now what I'm
7:08doing, if we go back to like the
7:10original kind of drawing here
7:13is I'm working with Hermes to create now
7:16a scoring system. You might already know
7:17the scoring system, so you can be a
7:18little bit more explicit on how you
7:19want. But, what we've done so far is
7:22we've done this kind of component. This
7:24is all done. We have 100 leads. So, now
7:27what we need to do is we need to set
7:28them up to be monitoring. Before I do
7:31that, I want to create this scoring
7:34system first.
7:36And then once I have that scoring
7:37system, I'll then go ahead and create
7:40this
7:41system through the API that we have
7:43available. So it said, "Okay, storage,
7:45where do scores live?
7:49For the dog food and I go through the
7:50work table now, pull air table of blah
7:52blah blah. Scoring math proposal tier
7:54one signals." So here we go, it's giving
7:56me like a load of different signals,
7:58which again we can sit and tweak, but
8:00this looks pretty good already. Um
8:04let's just say storage-wise, let's just
8:07spin up a Google Sheets that we can use
8:10going forward. And then we're also going
8:12to say we then need to go ahead and set
8:14up the campaign to be monitoring these
8:16signals. So I'm going to give it this
8:17Sheets that we created.
8:19I also want you to Well, we're going to
8:22say, "Once that's done, go ahead and set
8:25up the signal-based monitoring system
8:29using Triggerfy. Here are the profiles
8:32you can upload.
8:34Um
8:35feel free to set up the signals, jobs,
8:39etc. whatever you see
8:41fit." So then what we would need to work
8:44on So that's going to go ahead now and
8:46do um two sections, which is Triggerfy
8:51signal monitoring and scoring. So what
8:53we would now need to do is just come up
8:56with a good message. Really here,
8:59because you're doing signal-based
9:00outreach, you don't need to do much
9:02personalization in my my opinion.
9:05It's just more about a timely outreach,
9:07but again we would sit and spar this out
9:09with Hermes because it's got the full
9:10context of everything that we're kind of
9:12building here, right? It's getting a
9:13little bit messy here, but And then both
9:15these tools have APIs, so again we can
9:17sit here and just set them up as well.
9:20Conscious of time, I want to keep this
9:22video relatively short, so I'm not going
9:24to do this section, but that section's
9:25relatively easy.
9:27The last thing that I'm going to do is
9:28I'm going to go ahead and set up the
9:30cron so that we are checking once this
9:33system here has finished setting it up.
9:37Okay, so it's now all come back, which
9:41is good. We have
9:43100 profiles that I've subscribed to
9:46Trigger Five Social Signals, eight
9:47signals per profile.
9:50We're tracking it daily, so we're
9:51tracking for these signals on a daily
9:52basis.
9:54We have 186 people that we're monitoring
9:55in total inside of that, which is cool.
9:58It's also created and populated this
10:00kind of G sheet here, so let's open that
10:02up and have a look at what's going on
10:04there.
10:05So, we can see the profiles, we can see
10:07the signal logs, scores, and routing,
10:10which is cool. And then it has asked us
10:14"Want me to build the score calc cron
10:16tomorrow once we have the real signal
10:18data flowing, or set it up now with mock
10:21data to make sure the pipeline is
10:22working?" And I'm going to say, "Let's
10:24go ahead and set it up now. Should be
10:28able to do it based
10:30on the expected responses."
10:33So, now what this is doing is this is
10:36building the cron, so if we go back to
10:38here, which is just like another word
10:39for automation.
10:41God, this is busy, so let's just kind of
10:42clean this all up now.
10:43This is basically building this section
10:46here, which is checking it, and then
10:48it's applying the scoring matrix, and
10:50then depending on which score we can
10:52then set up an additional cron to then
10:54basically then route the lead through to
10:59a campaign in here depending on which
11:01tier it hits. It will also depend on
11:03which message that it gets. And that's
11:05everything start to finish on how we
11:08would go about that. So, you can see
11:09here, this is now running away in the
11:11background, and this is going to set up
11:13the cron. And it's really that simple on
11:17how we could go ahead, find some who
11:20want to monitor. Of course, we could do
11:21this by even actually just connecting
11:23our HubSpot, our Act-On, whatever we're
11:25using, pulling our key accounts, upload
11:28them to be monitoring on the certain
11:30signals, creating a scoring metrics, and
11:32then obviously initiating the campaign
11:35and running it from there as well.