Using Automation & Testing to Scale Direct Outreach- Kyle Self


In this presentation, Kyle Self talks about how he used automation and rapid testing to plan out his selling process and to promote growth within his organization. He talks about tactics that companies can use to launch a new product, better understand an audience, and how to position a product effectively. 


Kyle Self works in demand gen for Vitable Health a company that is fundamentally redesigning how healthcare works for the 80 million uninsured and under-insured Americans.


“We want to look at things from the perspective of our user. We want to look at things so that we can find out the situations, motivations, and expectations. We do this so that we can find out these situations already if we’re able to affect outcomes, and if someone reviews your products.”

Key Points

  1. Define what your product does 
  1. Decide why people need it 
  1. Find the ideal usage situation 


My name is Kyle Self and I lead up the demand for tribal health in my name is Brian I lead a while took advice finding the people selling process drive our first million in revenue for ideas really into what I need myself as well as what we’re building before I get into what I’ll be apologize if there’s no background here on the busiest street in Philadelphia so I apologize. It’s always in the background here in Philadelphia, but I grew up in a small town in Philadelphia where I am right now. I grew up on time Philadelphia 2018 Where I then went on I ended up some university buddies from school, I ended up marketing to help start a company with some buddies your three years of working where I marketing September 20, with after three years working with Ember 2020 Which ultimately so to provide a little bit of where I am fighting here, I’m viable as a primary so to provide a little bit of content targeted towards a primary and urgent care helps an hourly workers targeted towards in addition to find delightful and access membership plans also provide on site on addition to our urgent care membership plans. Also provide on some of the things of maintenance as well as different promises to our a traditional health care some of the things that make us would be that different from we don’t have any traditional cost health so we’re straight at one one subscription we don’t have any other laws that are so it varies made up the nine or nine contractors, yo similar our 10 Nine driving contractor dashboard, similar to how Vitaphone more mileage driver for for their services, vital providers and then finally would be that their chances out. Next, we provide them finally, telemetric work but they actually provide we’re in their houses awesome. So back house call when we’re looking to finding people. So questions that when we’re looking to find a repeatable and those are on these are budget requests. Now you want to find answers to why they are in one product the approach to to or should we do they actually live with you approaching them when we’re teaching them with our IRAs? We want to look at things from the perspective of it out user target by shows we want to look at things from the do that so that we can find out the situations motivations, expected we do this so that we can find out these situations already if we’re able to affect it outcomes, and someone reviews your products. Why? Because ultimately, they understand and what they would in some language. Why should we have all of the nice ways of expansion ? We should have some of the ways afterwards by the ways that all in color by project leveraging cold calls. So when asked more questions about hey, what do you want to drive? What would you like and ask them questions about hey, what are you doing with the charity? What would you like to leverage those calls are not really the only thing you’re just trying to learn other ways that we do it. We’re not trying to sell anything, razors are running other ways. They don’t even like conducting surveys or just running and running tests in the top right here. I include some of the resources that we use. So right there, I included some of the resources that we did if you’re just getting started here. So that started if you’re just getting started here. I’m taking the information that we gathered during the audience definition today, I want to then try and take the information that we gathered during the definitions a shade will want to then send that information over. So we actually have motivation and so in this side outcomes rather than looking at the signal wants to motivate it and look at our expected outcome out of the investor to want to challenge that perspective and that digital determined situation challenges our product or features or offs. And that’s a situation user that nav your features or solve these challenges, features or benefits or value the objects without doubt enable your problem finally challenge trade offs and speak to the negative trade offs and then finally, the positive trade offs is not using your product using it the negative end to the trade off of others here. We tend to or at least what those are here. We can identify or at least have a moving summary of those trying to run to try and find something out for it to try and find so finally trying to know who our audiences are and then finally to figure out an idea where to our audiences and what we want to say to them. So depending on what you just figured out this, like change but all said and done. So this is all said and done and established. Cover one on my user page. So there’s some things that you’ll want to consider when finding a channel. Some of the things that you’ll want to consider. Zone channel ID, Id channel or wonder how quickly it works. So for example, it is to start driving warriors. How sturdy do we need this? You’d probably want to start driving sales to probably stay away from the condo invitamos so we’re not really sure but one because it was so in multiples was outreach that we couldn’t because it’s cheap. And two, it was the only channel that we had seen success in before. So keeping this in mind, this is the framework that we actually laid out to run these. So this is the first thing that we actually laid down for us. We run these. That’s the first thing that you probably noticed, the reason this is so that we could set our audience levels. So the reason that we did this is so that we could drop performance across the industries. The second thing you’ll probably notice is that each test we added the reason why we’re probably noticing is that we added a step. The challenges the reasons why the audience would is because at least in our case, the challenges that were faced by the audience would determine So Rob which in turn within Turman, the trade off that moving forward. So I’m not the best public speaker. So just bear with me here moving forward. It’s important to have that bear with me here, you don’t want to notice that in your data and you won’t you don’t want to watch more than one test at once. Because ultimately, that will end up skewing your data and you won’t be able to actually determine what the cause of the result. So now that we’ve identified the audiences and messages and channels that we’ll want to test Oh, and now that we have identified audiences and messages and chose to test that and now established started sending out these teams. So considering the single down, at least, we started our revenue, we really need to find a way to efficiency ourselves together. He really needed to find a way so efficiently he had to learn how to use it well enough. This is an exam so use info and it helps a lot. So using those these tests. This is an example of a workflow that shows up to work on these tests. First step, so here would be working kind of down the list here, and they’re very step by either via direct list from our prospecting from their loving them either via direct import from or from second once we have that listing them for sale. Once you have been assigned you have signed the contacts it to us and group it by creating then assigns sign up pound pass on the testing arm there’s a deadline creating an addict list workflow after we would assign it they would be sent out then he added to this workflow and they would be sent out they send out the once we had all this set of pain. It was then kind of just rented and so he just repeated what he had always said on messaging until we’re able to he just repeated this process with that we were able to find a message that we’re able to produce a robust enough results that we’re able to find a message that they send enough results that would allow us to set up a face initial house. So once we had an idea of the base messaging that we wanted to use. So once we had that ideal messaging that we wanted to scale, the direct outreach we’re then looking to build a process that would actually allow us to this process was by direct by these three so your first step chart on this what were the steps as all as to identify these three enter us that which are building a list over the starting all the kind of knowledge you are sending for us that was building the list and adding the contacts. Second thing is the millions of steps in the game we did then. So the second thing to identify is what can we do then zoom in on our services are you using and then finally, what you want to those folders that you’ll need? And then finally, what do you want them to Turman or promoters that so for us, that was myself, keeping the demand generation. So for us that was myself going into command generation and then two would be our sales specialists who are owning and then two would be our sales development. So who are it’s all we’re counting and with all those questions answered. We can now lay out all the full processors. We can now lay out the full and other process which is shown on and we can now look to areas in which we and and we can now look to areas in which we show with the process in hand we’re looking for steps that can be automated. The third step that I guess is we’re looking for SAS or CRM. The first step at adding great CRM info just need to make sure that they can agree to the price being matched. Ultimately, you just need to make sure that that integration is set up correctly and that imagine your worth the rotating the next step that we identified by setting aside that he dedicated taping the council reps so that whenever they did this by setting aside your CRM info with this so that whenever that account contact and your CRM, it would then the workflow here at enrollment triggers and be added what we used to assign and work as well as your contacts in that account is our newest sign. And the reason why we did that is so that we don’t have an ad account. Most of us call it and the reason that we did that was so that we don’t have mobile SDRs calling on our account for contacts. We want to we want to count level we want to know that if someone books Oh double records in the account level context so that if someone books so we’re not the final, the last workflow that shows so the final step into the initial outlasts workflow threshold which you do what is shown here, add them to the initial out so once once you contact me here first, then added to this work so so once once and Max complete and when they’re in here then add this workflow, but contacts my and when they’re in here’s the rep. And then two, what are the contacts and one who owns them with the final set here? What are the industries that that contacts in an initial outreach sequence final step here being actually one nice thing about using a tool like HubSpot here is that our sequences actually came with the call task one nice thing that our sequences actually do called tasks is so by setting up you know, the initial outreach process, and it also allows our reps automate ourselves in the direct focus 100 reps on dialing, which means that focus their time which means that they’re not self prospect, for us, at least a more efficient way to go about and then finally, the final step in this process, measure the results and then finally, the final processes I include at the end, so I won’t go into this. I’m a better writer than I include waste. So these slides are an indicator. So to the side so you guys forgot through Gator. So see how that besides so but ultimately, these are see how we did KPIs that weren’t nessa measure, but ultimately Ormand z sorry, effort KPIs, like I said, I want to include a performance of our journey. Yeah, so it’s like, I really appreciate you bearing bearing with Yeah, so I That’s it for me. I may be here but I included like my first time doing it may be a little bit wrong with me on link, but I included links to this presentation. Actually on LinkedIn if you and I also included vitals, gender pay was always were currently hiring for career pages. So excited out of marketing, if anything, was interesting to you. So if you’re excited, help us change anything. Have you would like to and I appreciate the time helping us changing the landscape of healthcare, love to have you and I appreciate