Take the phrase "SOC 2 audit". A head of security who writes a post about their first audit is thinking about audits this week, and said so. Finding the people who write those posts is posts about.
- A phrase, like “SOC 2 audit”
- 2Recent posts using it
- 3The people who wrote them
- 4Only the people who fit your ICP stay1.1 leads a run
What it reads
Dogo finds recent LinkedIn posts using the phrase and reads the person who wrote each one.
How well it works
- 1.1
- leads a run
- 37%
- of runs find someone
- 43%
- of leads kept
It reads far fewer people than engaged with posts about, so it brings fewer leads: 1.1 a run. People keep 43% of them. Many authors on any topic are vendors and consultants writing to sell, which is why the ICP's "not a fit" list matters most here.
When to use it
Alongside engaged with posts about, with the same phrases. The two read different people from the same conversation: one the people talking, the other the people listening.
On its own, it is worth it in niche markets: few posts there draw many reactions, but people still write about the problem.
How to pick good phrases
The same rules as for engagers, with one more: authors use the vocabulary of the job, so match it.
| Strong phrase | Weak phrase |
|---|---|
| "our first SOC 2 audit" | "cybersecurity" |
| "board deck" | "leadership" |
| "hiring our first SDR" | "sales tips" |
- Two to four words, in the words a buyer would write.
- Add vendors and consultants to "not a fit" on the agent. They write about every topic their buyers do.
How often it runs
Daily.
Other signals
- VoicesPeople who react to or comment on posts by someone your buyers follow.
- Active people who fitPeople your ICP describes who posted on LinkedIn in the last 30 days.
- Engaged with posts aboutPeople who react to the most popular posts using a phrase.
- Hiring forYour buyer at companies that posted a job for a title or keyword in the last week.
- CompetitorsPeople who react to a competitor's company posts.
- Comments onPeople who comment on a company's or a person's posts.
- One postEveryone who reacted to a single post you pick.
- Your own postsPeople who react to your company's posts.