--- title: "Brand Mentions Monitoring: GTM Play in 6 Steps | Frontal" description: "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." url: https://frontal.so/plays/brand-mentions-monitoring updated: 2026-10-19 --- Play 33 Inbound · 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. [Kenny Damian](https://www.linkedin.com/in/kenny-damian-90aba221a/), 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.](https://frontal.so/_astro/brand-mentions-monitoring-1280.BAoRvbKn.webp)](https://frontal.so/_astro/brand-mentions-monitoring-1280.BAoRvbKn.webp) *[Open the diagram full size](https://frontal.so/_astro/brand-mentions-monitoring-1280.BAoRvbKn.webp) (1280 x 1922 px)* **The diagram as text** 1. Define 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. Capture posts and authors - **Every matching post (post + engagers)**: Post, Author profile, Likes, Comments and Reposts. Search: Clay and LinkedIn. 3. Two 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. Route 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. - [Clay (opens in a new tab)](https://go.frontal.so/clay) [Clay](https://frontal.so/plays?tool=Clay) - [LinkedIn](https://frontal.so/plays?tool=LinkedIn) - [ChatGPT](https://frontal.so/plays?tool=ChatGPT) - [Findymail](https://frontal.so/plays?tool=Findymail) - [Instantly (opens in a new tab)](https://go.frontal.so/instantly) [Instantly](https://frontal.so/plays?tool=Instantly) - [lemlist (opens in a new tab)](https://go.frontal.so/lemlist) [lemlist](https://frontal.so/plays?tool=lemlist) - [Nooks](https://frontal.so/plays?tool=Nooks) - [Slack](https://frontal.so/plays?tool=Slack) ## Related plays - Play 19 Inbound · Outbound ### [Multi-Thread Inbound Leads](https://frontal.so/plays/multi-thread-inbound-leads) 9 steps · Email, LinkedIn - [Clay (opens in a new tab)](https://go.frontal.so/clay) - [Apollo (opens in a new tab)](https://go.frontal.so/apollo) - [lemlist (opens in a new tab)](https://go.frontal.so/lemlist) - [Instantly (opens in a new tab)](https://go.frontal.so/instantly) - +2 more - Play 18 Inbound · Outbound ### [Product Sign-Up Outreach](https://frontal.so/plays/product-sign-up-outreach) 7 steps · Email, LinkedIn - [Clay (opens in a new tab)](https://go.frontal.so/clay) - [lemlist (opens in a new tab)](https://go.frontal.so/lemlist) - [Instantly (opens in a new tab)](https://go.frontal.so/instantly) - Play 20 Outbound · ABM · Inbound ### [Signal Activation](https://frontal.so/plays/signal-activation) 11 steps · Website, LinkedIn, Email - [Clay (opens in a new tab)](https://go.frontal.so/clay) - [Apollo (opens in a new tab)](https://go.frontal.so/apollo) - +17 more [All GTM plays](https://frontal.so/plays) ## Have us run this play Tell us what you’re trying to hit this quarter, and we’ll suggest where to start. 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