Skip to content
Book a call
Open navigation menuClose navigation menu

Play 33Inbound · Outbound

Brand Mentions Monitoring

Brand Mentions Monitoring is a six-step inbound and outbound play for LinkedIn and email, from “Define tracking keywords” to “Route by tier”. It uses Clay, Slack, Findymail, LinkedIn, ChatGPT and three more tools.

Portrait of Kenny Damian

Kenny Damian, Co-founder & Head of GTM

Motion
Inbound, Outbound
Channel
LinkedIn, Email
Steps
6
Tools
8

The workflow

Workflow diagram of the Brand Mentions Monitoring play in four numbered stages: define tracking keywords; capture posts and authors; two branches: humans reply, outbound enriches; and route by tier.
Open the diagram full size (1280 x 1922 px)
The diagram as text

  1. 1Define tracking keywords

    • What to track (cheap to run): Company name, Product name, Common misspellings and Competitor names. Competitor mentions are your opportunity. Doubles as community management.

  2. 2Capture posts and authors

    • Every matching post (post + engagers): Post, Author profile, Likes, Comments and Reposts. Search: Clay and LinkedIn.

  3. 3Two branches: humans reply, outbound enriches

    • Post to Slack (visibility): The post URL lands in a team channel so people can respond as people. Post: Slack.
    • Enrich the engagers (outbound): Runs in parallel with the Slack branch. Email: Findymail. Firmo: Company firmographics.
    • Someone replies from a real account: Ends here.
    • AI qualify and score: Company fit, Positive, Negative and Neutral. Discussing your category in public is warmer than a cold list. Tool: ChatGPT.

  4. 4Route by tier

    • Never open with "I saw you mentioned us" on a negative mention
    • Tier 1: Best fit.
    • Tier 2: Good fit.
    • Tier 3: Lighter fit.
    • Manual outreach: A rep reaches out with the mention as context. Call: Nooks.
    • Automated email: An email on the topic of the post. Send: Instantly.
    • LinkedIn DM: A light touch on the platform they posted on. Send: lemlist.
    • Outcome: Mentions turned into conversations

The stack: Clay, LinkedIn, Slack, Findymail, ChatGPT, Nooks, Instantly, lemlist.

The play in six steps

  1. Step 1: Define tracking keywords

    Cheap to run and it doubles as community management.

    • Company name and product name.
    • Common misspellings.
    • Competitor names: their mentions are your opportunity.

  2. Step 2: Capture posts and authors

    Both the post and everyone who engaged with it.

    • Clay captures matching posts plus the author profile.
    • Capture likes, comments and reposts on those posts.

  3. Step 3: Post to Slack for visibility

    A terminal branch that exists purely so humans can respond as humans.

    • Post URL into a team channel.
    • Someone replies from a real account: that is community management, not outbound.

  4. Step 4: Enrich the engagers

    The outbound branch runs in parallel.

    • Verified email via Findymail.
    • Company firmographics.

  5. Step 5: AI qualify and score

    Someone discussing your category publicly is warmer than a cold list.

    • Company fit.
    • Whether the mention was positive, negative or neutral.

  6. Step 6: Route by tier

    Never open with "I saw you mentioned us" on a negative mention.

    • Tier 1: manual outreach.
    • Tier 2: automated email.
    • Tier 3: LinkedIn DM.

Tools used

The eight tools this play names. Each links to the other plays that use it.

Related plays

All GTM plays

Have us run this play

Tell us what you're trying to hit this quarter, and we'll suggest where to start.

Play 33 · Brand Mentions Monitoring