Full transcript
0:00What is going on everyone?
0:03Couple of weeks ago, Clay launched
0:05custom signals and focused very heavily
0:08on social listening. Now, you might be
0:10thinking, crap, is the triggery team
0:13worried? The reality is actually our
0:15sales has gone up ever since they've
0:16done it. So, I don't know whether it's
0:18the fact that they put more effort into
0:20the marketing there and it's raised
0:21awareness. I'm not sure. But what I did
0:24want to do was cover the differences
0:25between the two tools because I think
0:29there might now be a real emphasis on
0:32why you would use both tools. Why would
0:35you would use just clay as well? Because
0:37I want people to just use clay when they
0:39need to just use clay. And I want people
0:41to use both when they need to use both.
0:43And I want people to use us and other
0:44tools when there is no need for clay as
0:46well. So let's break this down with no
0:48bias. Caveat, I do use both tools as
0:51well. So this is generally not a kind of
0:54slagging uh kind of whatever. This is
0:58genuine kind of use case and then I'm
1:00going to build them with you live and
1:02we're going to break this down into two
1:03use cases. Social listening and social
1:06signals. So finding people who are
1:07engaging with content and creating that
1:09relevancy. So let's start with social
1:12listening. So here we can go monitor
1:15things on uh X, Reddit and LinkedIn and
1:19uh I think can you do YouTube? Um no,
1:24you just monitor for creators. Okay,
1:25fine. Um so let's specifically look at
1:30LinkedIn. Now they do X. It's going to
1:31cost you a credit. So I think that's the
1:33first thing just to really talk about
1:35here and it's the fact that you're
1:38getting charged per mention on the
1:41majority of these systems here. Right.
1:43LinkedIn and X. With Triggery, it's it's
1:46unlimited. So, the first kind of key
1:48thing to decide when you're thinking
1:49about these two tools is what sort of
1:51volume are you going to be getting when
1:52it comes to social listening. If you are
1:54monitoring for search queries that get a
1:57lot of data, you want to make sure that
2:00you're using something like triggery
2:02because the expense can seriously start
2:04to rack up inside of Clay. We'll give an
2:07example, right? If we have a look at
2:09NA10 who are just booming right now
2:11everywhere um they've had over let's
2:14just bring this back to past month here.
2:17Um they've had over 14,000
2:20mentions on LinkedIn alone. Now if
2:24you're going to do that you got to do
2:2514,000 uh times by 0.5
2:30and then um you then have to run a load
2:33of enrichment on top of that as well. So
2:35you're you're talking you're going to be
2:37needing an enterprise plus pan for just
2:38monitoring your own brand, let alone
2:40competitors, let alone industry news,
2:42let al let alone particular like product
2:44features. So if you're using it for a
2:46pure maybe GTM play, sure. Um if the
2:49volume's low, I would keep to Clay
2:51because it's really nice to have it in
2:53an all-in-one uh situation. If that
2:56volume ever starts going north of like a
2:58thousand mentions, you really need to
3:00start thinking about is this the most
3:01cost um effective way of actually using
3:05uh clay. And really the beauty I think
3:07in clay lies with it being a connected
3:09spreadsheet rather than kind of running
3:12all that data inside of there as well.
3:14And that's a little bit I think the
3:16challenge that I find with tools that
3:18start going very very wide is one you
3:21start to lose the specialtities and two
3:24it can start to rack up in costs. But
3:26let's then have a look. So you can see
3:28with triggery we have um boolean
3:31capabilities uh here which is really
3:33really important because if we're going
3:35to start monitoring for something we'll
3:37use clay as an example and we're going
3:39to do it over here as well. monitor
3:41professional posts, anyone talking about
3:44clay. Um, and we're going to select uh
3:48last week. Going to limit it because we
3:50don't want to rack through the credits
3:51here.
3:54Um, frequency fine. And we're just going
3:57to hit save.
4:00With triggery, you can do uh boolean
4:02query, which means you can make
4:03everything very, very specific and
4:06relevant. Now the challenge for example
4:07with a keyword like clay or even a
4:09keyword like cursor or something like
4:11that. These things can mean multiple
4:12different things that aren't relevant to
4:14the actual brand. So if we start to look
4:17about at this you can see for example
4:19this one um is not relevant. This is
4:22talking about like a messy clay day
4:24about parents. Um this one again is
4:28about clay pots and fish hooks and
4:30tools. Again it's not relevant. So where
4:33you'd want to come is if your searches
4:35require any level of like um complexity,
4:38you could come to Triggery and you could
4:39say, "Okay, hey Clay, but I want it to
4:41be linked to GTM. I want to be linked to
4:42marketing. I want to be linked to sales
4:45um data enrichment." Uh you know, and
4:48you can go on an unlimited um basis
4:50here, right? You're not limited to like
4:52three or four, five keywords. Um you can
4:55really start to make sure that it's very
4:57very specific um with the queries. we
5:01can start to do like not operators and
5:03things like that. And we're actually
5:04planning on expanding this even further
5:06to do like ingress searches and title
5:09searches as well so on and so on to make
5:12sure that it's super super relevant with
5:14the search queries that you're doing. So
5:16I think that's social listening in a
5:19nutshell. The other thing is we're
5:20actually about to launch Substack. We're
5:22about to launch um uh X as well and
5:25we're also about to launch podcast. So,
5:26we're going to be really comprehensive
5:28in the number of channels that we do.
5:31And again, everything is web hooked. And
5:33what I would do is when it comes to
5:35social listening, if your volume is high
5:38and you're needing complexity, go ahead
5:40and use triggery, connect it with a web
5:42hook, and send it through to Clay to get
5:43all of the benefits that you get with
5:45Clay postf finding the actual search,
5:47which is all the enrichment uh and stuff
5:49that you can do outside of that.
5:52But then if we start to have a look at
5:54um if we create a new one here, the
5:57engagement side of things. So this is
5:59basically where we can start to pull
6:01through anyone who is engaging with
6:03certain content um with certain uh
6:07people. So if we have a look at for
6:10example, let's pick on someone like I
6:13always like to pick on Adam Robinson.
6:14Let's pick on someone like Adam Robinson
6:16here. So I am basically monitoring him
6:19inside of Triggery and pulling through
6:22any engagement that Adam is uh getting
6:27and I'm running this on a daily basis
6:29and it's syncing with him daily. So
6:31first thing that we're going to do is
6:32we're going to go ahead and go and
6:33actually find him uh in uh here as well
6:38because we're going to set this process
6:40up inside of Triggery if you would want
6:41to mirror uh everything that you were
6:44doing inside of uh clay. So here we're
6:47going to go to custom signal again and
6:49we're going to monitor for professional
6:50posts. Uh this time what I'm going to do
6:53is I'm going to do posted by individuals
6:56and I'm going to do not keywords. That's
6:58the wrong place to put this.
7:00Take that out. And we're going to chuck
7:02it in here. There we go. And then we're
7:04going to hit next. Oh, I didn't do the
7:06number of results. I don't know how many
7:08it will limit me to. Let's hope it's not
7:10a lot. I can't be bothered to go back.
7:13And then hit save. Okay, cool. Maybe
7:16only limit to be to three. Thank the
7:18Lord. I know it's still going. Gosh, I
7:20hope it hasn't done 100. So now what
7:23we're doing is we are pulling through
7:24posts that um Adam Robinson has uh done
7:29ranking in um most recent post first.
7:31Fine. So what I want to do is I want to
7:34get the engagement. So we've got four
7:36posts uh here. I think I'm going to
7:38refresh it to see if it's pulled in
7:40anymore. Okay, just four. So each of
7:42these posts already have cost me half a
7:44credit. Now the thing with triggery is
7:47uh finding the actual post which would
7:50be this view here cost nothing. Um it
7:53doesn't it's it's not going to cost you
7:55anything per post that we find. So again
7:58what I'm going to allude to with this
7:59particular flow is if you are trying to
8:01get volume in the number of reactions
8:03and things like that it can get very
8:04expensive inside of clay and you can
8:06just come to triggery set it up and send
8:08it through as a web hook. So, what I
8:10want to do is I want to go get the
8:12people. And here I need to do I think
8:15it's like a reactions
8:17uh from professional posts.
8:20Uh reactions on a professional post.
8:23Here we go. And we're going to put in
8:25the post URL. Continue to add fields.
8:28And again, this is now going to cost me
8:30half a result, sorry, half a credit per
8:35person that it finds. So now we're at
8:37one credit to find a post.
8:40and then to get the engagement if that
8:42makes sense. So, it's now going to cost
8:44me 60
8:46uh or more than 60 credits to get all
8:48these engagements. So, we're going to
8:49let that um run in total and we're going
8:52to see what that starts to pull back.
8:54But, you get the gist. If someone does a
8:56post like we have a look at some of
8:57Adam's posts here, 68 108 170 that would
9:02be 68 credits plus the post be
9:0722. So you can see how it starts to rack
9:09up there a little bit. So now what we
9:11need to do is we need to write this to a
9:14new sheet to go and see everything. So
9:18I'm going to write this to a new row or
9:20a new um table. Sorry. Going to create a
9:23new one. And then we're going to
9:26save and run on the four uh rows in
9:29here.
9:30So
9:32everything should start coming across
9:33which it has done. Very cool. So now
9:36we've starting to get the reactions
9:37coming in from Adam. And obviously it's
9:39going to be automated. It's going to run
9:40every day like it does in Triggery. We
9:43get the name, we get the job title. Um,
9:46and what else do we get here? That's the
9:49origin. I think that's the person. Um,
9:52yeah, it's just the person. Okay. So now
9:54the challenge again that we need to do
9:56here is we we need to like if we truly
10:00wanting to understand whether these
10:02people are um ICP or not, we then need
10:06to run uh an enrichment on top of this.
10:10So I think we need to enrich the person
10:12which will cost one credit to then go
10:14get the actual person and then get the
10:17uh experience right which is like um job
10:20title but also I want to like understand
10:23the company I want to understand the
10:26company location I want to understand
10:28the company's size
10:30um so on and so on right because then
10:32you need to filter down on these people
10:35I'm not going to run it because I don't
10:36want to waste credits but you're getting
10:38the the point here is is that I'm then
10:40going to have to go do this to go and
10:42get the uh company size and then I'm
10:44going to have to filter out anyone
10:45that's not relevant. So that then costs
10:48a credit. So in total it would cost you
10:50half a credit to find a person or find a
10:53post, a credit to get the engagement or
10:56half a credit to get the engagement and
10:58then a credit to enrich. So it costs uh
11:021.5 credit per engager plus the post on
11:06top. So, if we look at Adam here that
11:08we've been monitoring for for a while
11:09now, we've got 2 uh 8,000 engagements
11:13that we've got from Adam. So, it's it's
11:15a substantial amount. So, if we times
11:18that just by 1.5, this doesn't even
11:20include the post credit on top. That's
11:2242,000 credits, right, that you're going
11:24to use. And so if we go have a look at
11:26like the clay um pricing uh here
11:32uh that's 42,000 credits that would get
11:35from one person. That could be over the
11:37course couple of months, right? So that
11:38could be like 10 10,000 credits a month
11:40if if I've been monitoring Adam for like
11:423 months and let's say he's doing
11:43average, you know, a couple of posts a
11:45month. Um you're going to need the 720
11:48plan or maybe even their enterprise
11:50plan. So here's the thing.
11:55I would use Clay if you're only
11:56monitoring yourself and only yourself
12:00and if you're doing a social listening
12:01search on only your brand and your brand
12:03doesn't get a lot of mentions. If you're
12:06working in sales, product or marketing
12:08teams where you need to do bigger
12:11breadth of volume because you want to
12:12run some bigger analysis on the social
12:14data and you want to run some GTM
12:18campaigns, you want to do some product
12:20insights and analytics on how are people
12:22talking about customer uh product
12:24features and things like that, you would
12:26use something like triggery and then
12:28push the data across to Clay to do all
12:31of the fun stuff and the stuff that Clay
12:33is amazing on top of that Um, but if you
12:36don't need to do more advanced queries,
12:38more volume, then clay is your option as
12:41long as you keep the the volume low.
12:43Otherwise it can rack up and get it's
12:45quite confusing but also primarily it's
12:48the level of expense uh involved