Business RadioX is an online radio network, with local studios across the US where people can come in to record high-quality audio, who broadcast live and then post the shows as a podcast afterwards. They’re dedicated to sharing positive business stories about local businesses and the entrepreneurship community. Every week they interview entrepreneurs, executives, and business leaders, helping them share their knowledge and their story with the community at large.
Michael Greenberg is currently the host of “Top of the Top: St. Louis” on the Business RadioX network. His program focuses on local small businesses and entrepreneurs in the St. Louis, Missouri region.
He came to Business RadioX first as a consultant, having worked as a growth strategy consultant for startups and small businesses. With a background working in technology startups, specifically enterprise SaaS, he’s now using those skills and applying them in new companies.
As part of their plans for expansion, Business Radio X brought Michael on board to help them prepare. Shortly after, he moved back to St.Louis, and Business RadioX asked him to open a studio.
Michael soon found that, even though he had grown up in St. Louis, that didn’t mean he had a professional network. He needed to find guests for his show; lots of them, and fast.
Drawing on his sales experience, he knew if you wanted real acceleration, the best way always ends up being the direct approach. He started out by sending cold email invitations to people he wanted to bring on the show.
Initially this was all carried out manually, with Michael using a lead list to research various leads. He’d look for those with any recent news or events he could use as a reason to invite them on the show, before reaching out with personalised emails. When they accepted the invitation, he would then schedule them into the show.
Unfortunately, the manual process ended up taking too much time, and Michael knew he needed to find a better way of generating leads. Due to the amount of research, he was spending between 5 to 10 hours a week on sending out enough emails to fill the schedule.
In his search for a solution, Michael found Reply and started to use the sales automation tool to handle the time-consuming work. Along with that, Michael had two systems in place to get leads as part of his outreach process: He used an outsource lead generation firm to scrape and go through Linkedin, and also used RSS feeds and general data business intelligence API’s to look at up-and-coming companies in the area or to enrich the data he received from the lead generation firm. The results were exactly what he was looking for.