Room on the calendar.

If your sales team has room for more calls, put a qualifying application and email opt-ins on the pages your buyers already visit, and use your welcome sequence to sort subscribers into leads. Common Thread Collective added applications and opt-ins across its site, asked new Kit subscribers about their ad spend and revenue in the second email, sent qualified prospects into HubSpot for the sales team, and lifted quarterly inbound leads 780.5% while adding about 10,000 subscribers.

In 2020, Common Thread Collective had a sales team of three or four people, and they wanted every one of them fully booked with calls. They weren't.

Their list grew in bursts. They'd stand up a landing page, push it out on social and collect a wave of sign-ups, and on the days they weren't promoting anything, far fewer people came in. The busiest pages on the site didn't ask anyone to subscribe, and neither did the footer under every page.

The way to hire them had the same gap. There were buttons to apply or book a call, but nothing behind them asked who the prospect was, so the sales team couldn't tell which conversations were worth having.

The sales team had room on their calendars, and nobody was thinking about how to send more people into the pipeline.

Where buyers were already reading.

So I went through the site and the content looking for the places where people who might hire Common Thread were already spending time. In those places we put the application itself, or a call to action that led to it.

The application asked prospects about their own business, built around the five or six things that made someone a good fit in Common Thread's eyes. Each one went into HubSpot, which emailed the prospect to say someone would be in touch and handed the sales team everything they needed for the call.

One question the day after.

The busy pages and the footer got opt-ins too, with several lead magnets on offer. Every new subscriber then went into a sequence in Kit, and the second email, which landed the day after they signed up, asked a question where every answer was a link.

Are you running ads?

And if they were, how much they were spending.

What's your annual revenue?

A range, read alongside their ad spend.

Where they went next

Into the sales pipeline, or onto the list to keep reading.

Reading the two answers together is what made it work. A business with high revenue and a small ad budget was exactly the kind of prospect the sales team could talk to about that gap.

The quarter.

In the process of lifting our quarterly inbound leads 780.5%, [Jason] was [Common Thread's] sixth man — our secret weapon.

If your sales team has room on the calendar, start with the pages your buyers already visit.

Do the busiest pages on your site ask anyone to do anything?

Jason “Sixth Man” Resnick

P.S. "Jason is worth every f****** dollar and penny." Those are Aaron's words, and I'm not about to argue with him.