Lesson 2.4.3
Deep Search: one company in, every lookalike out
What this costs
Charged per company returned.
Before you start
A customer you already won and would like more of.
Lookalike search is the one source that does not exist anywhere in the world before you ask for it. You give it a company you have already won, and it works out what similar means from that company rather than from an industry code.
- 1
Pick the right seed, which is not your biggest customer
Pick the most typical one. Your largest account is usually an outlier and lookalikes of an outlier are also outliers.
- 2
Say which dimension of similarity you mean
Similar in what they sell, in who they sell to, in how they operate, or in size. A company can be similar on one axis and unrelated on the others.
- 3
Seed with three companies rather than one
Three seeds define a pattern. One seed defines a company, and you get its close competitors rather than your next customers.
- 4
Read the first twenty before extending
If the first twenty are competitors of your seed rather than companies like it, adjust the similarity dimension.
- 5
Resolve, dedup, and check against what you already own
Lookalike output overlaps heavily with lists you already have.
Seeded with your biggest customer
- What you see
- A list of enterprises you cannot sell to
- The fix
- Seed with the most typical win, or with three at once.
Did not say which similarity you meant
- What you see
- Results that share an industry but nothing else
- The fix
- Name the dimension explicitly.
Ran it wide before reading the first page
- What you see
- Paying for a large list of competitors of your seed
- The fix
- Read twenty rows, adjust, then extend.
Check yourself
0 of 2 answered1.Which company should you seed a lookalike search with?
2.Your results are competitors of the seed rather than companies like it. What do you change?
Related and next
Recipes that use this skill
This lesson is written and complete. Its screen recording is still to come, and the written walkthrough is designed to stand on its own without one.