Brand Mentions Monitoring
Brand Mentions Monitoring is a six-step outbound and inbound play for LinkedIn, email and calls, from “Pick the words to listen for” to “Route by tier”. It uses Trigify, LinkedIn, Clay, Slack, Findymail and six more tools.
Ashwanth S, Founder- Motion
- Outbound, Inbound
- Channel
- LinkedIn, Email, Call
- Steps
- 6
- Tools
- 11
The workflow
Brand Mentions Monitoring
Competitor mentions are the opportunity. The same feed doubles as community management.
Every matching postPost plus engagersTrigify
LinkedIn
Clay
Post to SlackVisibilityThe post link lands in a team channel so someone can answer as a person.
Slack
Findymail
BounceBan
AI qualify and scoreSomeone discussing your category in public is warmer than any cold list.
Manual outreachNowA rep reaches out with the post as context.
Nooks
Email on the topicAutoOpens on what the post was about.
Smartlead
LinkedIn DMAutoA light touch where they posted.
HeyReach
TrigifyLinkedInClaySlackFindymailBounceBanClaudeNooksSmartleadHeyReachHubSpot
The diagram as text
- 1
Pick the words to listen for
What to track (cheap to run): Company name, Product name, Common misspellings and Competitor names. Competitor mentions are the opportunity. The same feed doubles as community management..
- 2
Capture the post and everyone on it
Every matching post (post plus engagers): Post, Author profile, Likes, Comments and Reposts. Listen: Trigify and LinkedIn. Pool: Clay. Tool: Trigify.
- 3
Two branches: people reply, outbound enriches
Post to Slack (visibility): The post link lands in a team channel so someone can answer as a person. Post: Slack. Tool: Slack.
A teammate replies from a real account. This branch ends here.
Enrich the engagers (in parallel): Work email and Firmographics. Email: Findymail. Verify: BounceBan.
AI qualify and score: Company fit, Positive, Neutral and Negative. Someone discussing your category in public is warmer than any cold list. Tool: Claude.
- 4
Route by tier
Never open with 'I saw you mentioned us', and never pitch into a negative mention.
Tier 1: Best fit
Manual outreach (now): A rep reaches out with the post as context. Call: Nooks. Tool: Nooks.
Tier 2: Good fit
Email on the topic (auto): Opens on what the post was about. Send: Smartlead. Tool: Smartlead.
Tier 3: Lighter fit
LinkedIn DM (auto): A light touch where they posted. Send: HeyReach. Tool: HeyReach.
Outcome: Mentions turned into conversations. Tools: HubSpot.
The stack: Trigify, LinkedIn, Clay, Slack, Findymail, BounceBan, Claude, Nooks, Smartlead, HeyReach and HubSpot.
Open the diagram full size (1180 px wide)
The play in six steps
- 01
Step 1: Pick the words to listen for
A short keyword list is cheap to run, and it catches both your own reputation and your competitors' buyers.
- Your company name and every product name.
- The misspellings people actually type, including the ones autocorrect produces.
- Competitor names. A post asking about a competitor is a buyer comparing options right now.
- Review the list monthly and drop terms that only return noise.
- 02
Step 2: Capture the post and its engagers
The author is one lead. The people who liked, commented and reposted are usually more.
- Use Trigify to catch LinkedIn posts that match the keywords, with the author profile.
- Pull the likes, comments and reposts on each matching post.
- Keep the post text with every engager. It is the angle later.
- Pool everything in Clay, keyed on the LinkedIn URL, so one person on three posts is one row.
- 03
Step 3: Post every mention to Slack
This branch exists so people can respond as people. It is community management, not outbound.
- Send the post link into a team channel the moment it is caught.
- Someone answers from a real personal account, in the thread, as themselves.
- Nothing in this branch feeds a sequence.
- 04
Step 4: Enrich the engagers
The outbound branch runs in parallel, and it only works on people you can actually reach.
- Find a verified work email with Findymail.
- Add company firmographics: industry, headcount, region.
- Re-verify the email with BounceBan on the day it is sent. Engagers from an old post may have moved on.
- 05
Step 5: Qualify and score with AI
Public interest in your category is warm, but tone matters as much as fit.
- Run one Claude prompt that scores company fit against your ICP.
- Have the same prompt tag the mention as positive, neutral or negative.
- Negative mentions go to the Slack branch only. They get a human reply, never a pitch.
- Assign a tier from fit and tone together.
- 06
Step 6: Route by tier
The opener talks about the topic, never about the fact that you were watching.
- Tier 1: a rep reaches out by hand and calls through Nooks, with the post as context.
- Tier 2: an automated email through Smartlead on the topic of the post.
- Tier 3: a LinkedIn DM through HeyReach, on the platform where they posted.
- Log every touch in HubSpot so the account has one history.
Tools used
The eleven tools this play names. Each links to the other plays that use it.
Related plays
Competitor Post Engagers
Every competitor page that posts.
LinkedInThe people who post for them, reviewed monthly.
LinkedIn
New posts from the last 24 hoursDeduped by post idPost engagersScraped once per postA comment counts for more than a reaction. The post travels with every engager.
ApifyClay
Explorium
ProspeoFindymailBounceBanICP industry, headcount and region. Competitor staff and partners come out.
The titles that buy, not everyone who reacts.
Customers and open deals are removed.
“An opener written from the post topic”The engagerDay 0A LinkedIn message, on the platform where they saw the post.
HeyReachTheir colleaguesDay 3The buying committee hears the same angle by email.
SmartleadBounceBanon send dayLinkedInApifyClayExploriumHubSpotProspeoFindymailBounceBanClaudeHeyReachSmartleadSlackCompetitor Post Engagers
6 steps · LinkedIn, Email, CRM
+6 moreTarget-Account Exec Posts
Leaders at your top accountsThe rosterEvery column travels with each post. A row with no profile URL is skipped and counted.
Morning post sweepLast 24 hoursRuns across the whole roster every morning, plus a one-off 7-day backfill at go-live.
ApifyTrigifyClayThe post itself must carry the theme. Congrats, hiring and award posts are dropped. Fails closed and retries next run.
Post card to the account ownerLeader, account, type, themeEngage firstDay 0The owner comments on the post the same day, written by a human.
LinkedInReach outDay 2Picks up the point they made in the post.
HeyReachSmartleadHubSpotApifyTrigifyClayClaudeSlackLinkedInHeyReachSmartleadTarget-Account Exec Posts
6 steps · LinkedIn, Email, CRM
+3 moreSignal Activation
Warmly
Webflow
Amplitude
Mixpanel
LumaTrigify
Sales Navigator
TheirStackExplorium
PerplexitySignal tableClean firstDomains, LinkedIn URLs and titles are normalized before anything else, then duplicates are removed.
Clay
BetterContactFindymailLinkedInBounceBanAccount matched by domain, contact by email, current owner and open deals noted.
HubSpot
SalesforceClaude checks the company and the person behind each signal against the ICP.
Fit, tech stack and signal strength set Tier 1, 2 or 3.
Each signal written as its own CRM event, many per accountHubSpot or SalesforceSame-day human playNowA rep works the account today with a short custom pitch.
SlackHubSpotNooks
GammaSequencesAutoEmail plus a LinkedIn connection and DM, opening on the signal topic.
SmartleadHeyReach
RetargetingAutoThe same accounts see you in their feed and in search while the sequence runs.
LinkedIn Ads
Google AdsWarmlyWebflowAmplitudeMixpanelLumaTrigifySales NavigatorTheirStackExploriumPerplexityClayBetterContactFindymailLinkedInBounceBanClaudeHubSpotSalesforcen8nSlackNooksGammaSmartleadHeyReachLinkedIn AdsGoogle AdsSignal Activation
11 steps · Website, LinkedIn, Email, CRM, Call, Ads
+20 more