Lusha’s Yoni Tserruya on Empowering Recruiters and Sales Teams With Customers Data

You need more than sales expertise to find the right prospect. That’s why high-performing salespersons and recruiters depend on accurate data to find customers. 

In fact, a study by Mckinsey shows that data increases sales productivity by more than 25 percent. And 94% of recruiters believe recruitment software helps them improve their process.

However, embracing a data-driven sales strategy is not enough. You should empower your sales team with accurate data to reduce guesses.

I engaged Lusha’s Yoni Tserruya to discuss how Lusha can help you find your next customers and the right talent to accelerate your business growth.

If you read this interview, you’ll find the answers you need to build a successful sales and recruiting team.

Key Takeaway From The Interview

This interview shares exciting insights on how salespersons and recruiters can boost their performance with accurate data.

Here are some key takeaways.

  • Make your product so valuable that people can’t afford to go back to working without it. 
  • A data-driven approach in sales shows you the best potential customer for your business.
  • To receive direction on how to improve your product, start small, test, and then improve your product consistently with feedback.
  • To make your product stand out; make it easy to use. Your customer retention rate will go up when customers understand your product better. 
  • Customers’ wants are constantly changing. So, update your product regularly with the feedback you get keep it relevant.
  • Leverage targeted communities to build a customer base for your product. They allow you to interact with users of your product in real-time.
  • Tracking your buyer’s journey lets you know when they have new needs and demands.

Effective Data-Driven Sales Strategies

To get your customers interested in your product and services, you can’t depend only on what your sales team gathers. You also need the right software to help you automate repetitive processes.

Platforms like Lusha help you focus your efforts on prospects that are most likely to become customers. With data, Luha helps you increase productivity, and save time.

However, having this data will be useless if you don’t put it to good use. So, here are some strategies that will help you succeed with data.

Prioritize Data Quality

While your sales strategy is as effective as your data, using accurate data reduces guesses and helps you close more deals. 

Whereas, inaccurate data is a waste of time and resources. So, constantly audit your contact database and improve your data collection methods.

Personalized Customer Experience

Since you understand your customer persona, create activities that suit their interests. So you can satisfy your customers and drive profitable action.

Establish Organizational Goals

Before adopting a data-driven sales solution make sure you understand your metrics. And how it affects your overall business objectives. 

Apply Data in Sales Decision Making

Use data to improve your onboarding, lead scoring, and monitor sales productivity. Let insights help you make the right sales to the right contact and at the appropriate time.

The discussion with Yoni will throw more light to 

My Conversation With Yoni Tserruya

Yoni Tserruya, cofounder of Lusha.

1. Please introduce yourself and tell us about Lusha.

My name is Yoni. I’m 36 years old and a father of three. And, I co-founded Lusha in 2016. 

Lusha is a data company that helps B2B businesses find their next customers by providing them with accurate data. You can find out more about your prospects, the companies they work in, trends, and anything related to changes in B2B companies. 

The industry has so many moving parts. So, you constantly have to have new data because no matter how accurate your data is, it quickly gets outdated.

We wanted to provide the best data for businesses to find their next or the best potential customers. 

Our goal is to build the most significant community globally so that as people use the platform more, the data becomes better. And their feedback helps us understand which data is most accurate or outdated.

The main challenge in the industry is that there are so many moving parts. I know companies are raising money, opening sites, and people are switching jobs every three years. So even if you have accurate data today within a year or two, it’s getting outdated very quickly. So you need to have new data.

2. Why did you start Lusha? What pain points did you intend to address when you started the company? And why did you choose the name, Lusha?

First of all, that was my co-founder and partner’s idea. My background was B2C, so I didn’t know the industry at all. But he knew the recruitment industry, and he had a startup in this area that he didn’t successfully continue, so he knew the pain. 

So, in the beginning, we wanted to help recruiters reach out to potential candidates on the web. When I met him, he told me about the need in the market, and I had experience in building data, finding data, and getting accurate data. 

So, each of us thought about it and went home, after two weeks we spoke again.

Then I said, you know, I never stopped thinking about this idea. And he told me he never stopped thinking about it either. 

It was then we said, okay, let’s do it together. So we built the company and the name came from him as well. 

He had this domain that he bought because of his daughter’s nickname. And when he met me, he told me after a week, you see, this is the brand, this is like a personal assistant. 

That was how we branded it. And I liked the idea from the beginning. That was how we founded Lusha, which is like a personal assistant for you.

3. You talked about updates a moment ago. I know you make updates as you get feedback from your customers. So what do you find most interesting about running Lusha? Because you are in an environment where data is constantly changing, what’s it that you find challenging and exciting?

I think there are several answers for that.

First, I like to build things. And I like the learning journey. For me, everything about building the company and the product was a learning journey.

In the beginning, you don’t know what you need. You do something small, test it out, and then you get feedback, and you see that people are using it. 

That’s the most beautiful thing, the fact that you can get people to use it. Then you try to learn and improve the service. 

So for me, the most exciting thing is to see everything growing up, getting shape, and building together. 

I think that data is a considerable challenge. It’s a challenge because there is a ton of data and things that you can do, but you want to make it simple to consume it. 

So you need to work hard on the backend to provide something decisive and not just raw data. 

And you need to get insights and something actionable. So for me, that’s always the scientific area or the area that you can always do much more.

4. You have a lot of large companies using this service. You have more than 120,000 users, but in the beginning, how did you acquire your first users? What did you do to earn your first users?

That’s a great question. Basically, in the first four years in Lusha, we did not do any marketing. 

We started marketing like a year ago. In the very first days, the first one or two weeks, we just went into groups of recruiters on LinkedIn, Facebook, and people who are influencers in recruiting. 

And we just told them about the service. So they started to use Lusha, but that was to bring the very first few hundreds. 

But since then, basically, we haven’t done anything in marketing. We believe in PLG (Product Led Growth), which means the product needs to sell itself. 

And it’s free and easy to start, so you can start using it for free, get and see the value. And if you like our product, you can continue to purchase and use it if you want it. 

But the fact that you see the value very quickly and with no friction creates the momentum. Those who did find value in the product usually talk to their friends about it.

And so word of mouth worked in the first years. 

Today, we’re making more efforts in marketing to accelerate growth. But that was the very first step and in the first several years.

5. How did you differentiate yourself? I know that customers can start using your product for free, and that’s a lot of incentive to use it. But how do you differentiate yourself to make people eventually move to the paid product and not just the free one?

So, first is the ease of use. The simplicity of the product is one of the primary critical differentiators compared to our competitors. 

Our customers don’t need to first commit to an annual contract, and it’s effortless to start with us. This uniqueness allows us to attract more users at the beginning of the funnel. 

I think that the second part that differentiates us is the quality of the data. If you provide inaccurate data at the end of the day, people will lose their trust in the product, and they won’t use it. 

We work on features that are highly requested by our customers. And we use their comments as feedback to update our data.

The way we do it is since we have the largest amount of user base globally, we use them to get feedback on the data. So users can actually give us feedback on whether the data is accurate or not. And as a result, they help us to improve the platform. 

I think that the fact that we have so many users allows us to provide a really good solution and the data accuracy is probably one of the best, if not the best, in the world.

6. You serve multiple businesses. But I’m curious. Apart from having people extract contact data, what other uses can people put? Can you enlighten small companies and people who would love to use this on possible use cases for Lusha?

So we allow you, first, to identify which companies you want to sell to before getting the contact data. And then, the platform enables you to segment, slice, and dice the companies in the world and find the best that fits you. 

I think any size of company can use Lusha, regardless of how many salespeople you have. You can connect with potential buyers there. 

So even small companies who need to start selling to their first few customers will find the platform useful. It just depends on the numbers. 

The simplicity and ease of use are precisely suitable for small businesses.

7. Some reviewers on g2.com believe your product is easy to use and navigate. And I can say that as well, because I’ve used it. However, some of them want more flexibility with pricing. What would you ask users to consider before choosing a price plan to help them get more return on their investment?

Perfect! I think that it’s important to mention that Lusha is one of the cheapest products in the market, at least at the entry point. 

You can start using the paid product at $99 per month. While for our competitor, you need to start with 10,000 annual contracts only. So for us, it’s flexible. 

Now, I do understand that some of them want more flexibility. And when you need a volume, like a considerable number of users or a large number of credits, we give you volume discounts. And we’ll give you the best custom fit for your needs.

That’s the area when we give you the flexibility.

8. You talked about accuracy. And so, I just want you to elaborate on that a bit. So I’m going to ask how accurate the contact information is on your database and how frequently you update the emails to ensure that the information users get stays fresh?

That’s a great question!

We always have tons of new data points getting into the system every day. 

And for the algorithm, once you ask for data, you get the data by aggregating all the data we have until today. 

Since we are pushing data all day long, we are updating the results as we go. So this is the way we ensure that we give you the most up-to-date data available because we use the most recent data that we got. 

Here’s how we use the community. When we make mistakes or if the way we calculate a certain result isn’t good enough, we want to get feedback so we can improve it and improve the way we measure accuracy. 

But we always rely on the most recent data that we have.

9. What features do you think Lusha has that many people have not quite taken advantage of?

I think it’s the community. Many users want to use the services at the beginning for free, or try the company before purchasing, or use it for free forever. 

So, the community is one of the main initiatives that we launched recently, and we don’t think people are leveraging it enough. 

I think that can be great for our users. 

The community can give you just a lot of value from the product for free. And I think that’s where we want to push them if they’re not ready to buy yet.

10. You talked about moving from raw data to insights. What ways are you doing that right now on Lusha?

The way we do it is that we’re trying to connect several data points and give you the insight. I’ll give you an example. 

Let’s think from a customer success perspective. When someone who is your champion in a specific account just moved to another company you want to know about it. You need to know who replaces this person, so you won’t have churn. 

We reduce churn by finding out who left, why they left, who replaced them, and what company they moved to.

And you also want to know which company he moved to because you can sell the product to the new company. 

So those kinds of insights are the kind of things that we are trying to push to you without you even asking for it.

11. I think that’s powerful!

What should users expect from you in a couple of years or months? What are you working on right now?

We’re working on many things that I cannot talk about in this interview. But improving the number of detailed insights are things that we’re working on. 

Basically, everything that we’re working on comes from the most requested features from customers. 

In general, the ability to get access to the database in mass is one of the things that we were working on and their ability to gain insights.

12. What’s the best thing anyone ever told you about Lusha?

There is one story, which I’ve heard from a customer I always love to think about. It was one AE in a company who told his boss, “I’m going home!” 

His boss asked him why he was going home, and he told him, “I’m out of Lusha credits. You didn’t renew the cycle, so how do you want me to sell? I’m going home.

Renew and give me more credits, then I’ll come back to sell.” 

So I think that was amazing because, after that, the boss asked him “how were you doing it before?” And he said, it doesn’t matter. The way we did it before made everything look so time-consuming.”

And I think that this is one of the most beautiful stories that I have to tell.

13. That’s really beautiful!

Is there anything else you want to tell people who are probably interested in using Lusha anytime soon?

No, I think we covered most of it. If you’re someone who does business with other people, give it a shot and let us know what you want to see there. 

So this is the way we improve the business. If we still provide a value or not, we want to know about it.

About Lusha

Lusha is a platform for business professionals to establish connections with their leads, contacts, and candidates. With an 81% accuracy in email addresses and phone numbers, Lusha has remained the highest in the industry. Thus, sales teams and recruiters find the platform.

Assaf Eisenstein and Yoni Tserruya founded Lusha in 2016 to create the world’s largest crowdsourced data community for B2B salespeople.

The platform’s community has expanded to over 540,000 sales professionals and 167,000 sales organizations including Zendesk, Google, Dropbox, and Uber.

Lusha’s accuracy is the highest in the industry – with 81% accurate phone numbers & emails

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Nicholas Godwin

Nicholas Godwin is a technology researcher who tells profitable brand stories that tech buyers and businesses love. He covers technology topics on his website TechWriteResearcher.com, and has worked on projects for Fortune 500 companies, global tech corporations and top consulting firms, from Bloomberg Beta, Accenture, PwC, and Deloitte to HP, Shell, and AT&T.

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