lead generation best practices: outsourcing inbound & outbound
DESCRIPTION
Your outsourcing recipe for success. Common misconceptions & setting realistic expectations. When outsourcing is an appropriate resource and when it isn't. How to effectively scale an outsourced strategy during critical growth stages.TRANSCRIPT
#salesIQ
Outsourcing LeadGeneration Best Practices
YOUR HOST
Aaron continues to reshape outbound sales teams with his approach outlined in Predictable Revenue, which Inc Magazine calls “The Sales Bible of Silicon Valley." Aaron built outbound sales at salesforce.com resulting in an added $1 billion in revenue.
Aaron “air” Ross / @motoceo #1 Bestselling Author, Speaker and Strategist
PREDICTABLE REVENUE
Award-Winning #1 Bestseller
!!
Called “The Sales Bible Of
Silicon Valley”
YOUR PRESENTERS
Eric MacColl!Director of Marketing, Scripted
Anand Kulkarni!Founder and CEO, LeadGenius
By combining the power of people, technology, and data, LeadGenius enables growing companies to quickly and easily scale their outbound prospecting campaigns. !As a former mathematician and National Science Foundation fellow at UC Berkeley, Anand developed new techniques to outsource and crowdsource work reliably and at scale.
Scripted's mission is to better the quality of written content on the Internet by helping businesses create it at scale. While Eric enjoys all aspects of marketing and business development, he comes from a digital marketing background from his time at iProspect.
JOIN THE CONVERSATION
@LeadGenius
#salesIQ
TODAY YOU WILL LEARN HOW TO
1
3
2
Repeatedly generate consistent sales ! through virtual outbound prospecting.
Triple your sales with predictable lead !generation.
Produce compelling content that drives!engaged traffic with outsourced inbound !marketing.
Aaron Ross TRIPLE YOUR SALES
Create predictable, scalable revenue.
Aaron Ross FATAL MISTAKE
fatal mistake:
growing revenue by hiring salespeople
Aaron Ross 3 TYPES OF LEAD GEN
Even with a perfect sales process or big sales team, if your lead gen is crummy, you’ll struggle With great leads, you can get everything else wrong and still do well There are 3 types of leads
Aaron Ross LEAD GEN
Seeds, Nets & Spears
Aaron Ross SEEDS
Seeds: Turn Your Funnel into an Hourglass
Aaron Ross NETS
Nets: Example Marketing Funnel
Aaron Ross Spears
Spears: Example Outbound Funnel
Aaron Ross SALES SHOULDN’T PROSPECT
They aren’t any good at it They don’t like it It’s not repeatable
Why?
Aaron Ross SPECIALIZED SALES ROLES
Specialize your four core sales roles.
S C R I P T E D . C O M
OUTSOURCING YOUR INBOUND
MARKETING
S C R I P T E D . C O M
N E T S
Spears, Seeds, and NETS
Inbound leads from Marketing
Seeds
Nets
Spears
S C R I P T E D . C O M
C O N T E N T F O R M AT S
Inbound Marketing
S C R I P T E D . C O M
I D E A G E N E R AT I O N
Your Brand
Don’t Create Content Just To Create Content
Content Creation
Timing
Your Audience
Know This First:
S C R I P T E D . C O M
M E S S A G I N G
Content is not just to get people to your website:
S C R I P T E D . C O M
M E S S A G I N G
LATE STAGE Sales & Revenue
MID STAGE Lead Gen & Subscriptions
EARLY STAGE Engagement & Reach
S C R I P T E D . C O M
S U C C E S S
Success for Scripted’s Content
Engagement Qualified Leads
S C R I P T E D . C O M
S C A L I N G S C R I P T E D
Scaling Content With Outsourcing
S C R I P T E D . C O M
C O N T E N T T E A M
What Are Marketers Outsourcing?
S C R I P T E D . C O M
C O N T E N T T E A M
Strategy, Writing and Editing Are Different
Planning
Writing
EditingPublishing
PromotingContent strategists need to focus on their core audience and maintain an editorial calendar.
S C R I P T E D . C O M
C O N T E N T T E A M
S C R I P T E D . C O M
C O M M U N I C AT E
1. Industry – what do your writers need to know?!
2. Topics and titles – do you need ideas?!
3. Examples on your blog or blogs to emulate?!
4. Tone – style guide?!
5. Budget!
6. Timeline/Editorial Calendar
Know these before outsourcing to writers:
S C R I P T E D . C O M
S C R I P T E D S C A L I N G
What Type Of Content Is Easiest To Outsource?
Thought-leadership
Long-form content
Newsworthy/trend content
Evergreen content
S C R I P T E D . C O M
S C R I P T E D S C A L I N G
Small Team, Big Content
Team!• Content Manager!• Content Editor!!Volume!• 50+ pieces of content published
per month!!Content!• Blog Posts!• Guest Posts!• White Papers!• Slideshares!• Webinars!
!
Content Creation
Outsource to Scripted Writers
In-House20%
80%
S C R I P T E D . C O M
S C R I P T E D S C A L I N G
Efficiency of External Writing Teams
Editorial Calendar
Submit Guidelines
!Content Written
Review Content
Publish/Promote
Measure
Plan content 4 weeks in advance
30+ pieces of content written in 5 to 10 days
3 to 5 days of review and editing
Promote across relevant channels immediately
Measure and optimize
GENERATE CONSISTENT SALES!THROUGH VIRTUAL OUTBOUND
PROSPECTING
LeadGenius.com
SPEARS
Seeds, Nets, and SPEARSOutbound leads from Sales
!The Good: Predictable results, often pinpointing specific executives. !The Bad: Not profitable for small deals or customers. !Hard to scale exponentially. You need $$ to hire sales associates.
SPEARSSPEARSSeeds
Nets
LeadGenius.com
OUTBOUND FUNNEL
Prepare
Prospect
Close
Specialized, scalable roles at each stage
LeadGenius.com
DATA + TECHNOLOGY + PEOPLE
1) Find and rank every potential qualified customer in the entire country (with no developers!)!
2) Figure out relevant data about each of those customers 3) Write each one of those customers a personalized message from a salesperson
You can now…
LeadGenius.com
Define your ideal customer!and mind the web.
LeadGenius.com
PREPARE: CUSTOMER PERSONA
Define your target customer!Meet Fred, Operations Manager
Image source: Hubspot
LeadGenius.com
PREPARE: MIND THE WEB
Avoid low quality sources… Data.com Dunn & Bradstreet
Find decision makers…
There are 21,708,021 American businesses6,049,655 businesses w/ >1 personYour customers are listed in…Yelp (47M establishments)LinkedIn (2M Companies)CrunchBase (650K Companies)AngelList (289K Companies)
GO STATE BY STATEor CITY BY CITY andvertical by vertical
LeadGenius.com
Build a team and test!your approach.
LeadGenius.com
SCALE: BUILD A TEAM
Leadgen: go global!
Outreach and QA: stick to US
Start with:1 leadgen staffer 1 outreach staffer 1 manager/QA (!!!)
Find people here:Craigslist (DIY)oDesk/Elance (DIY)Freelancer (DIY)Job Boards (DIY)TaskUs (managed)LeadGenius (managed)
LeadGenius.com
SCALE: EQUIP YOUR TEAM
Give researchers:LinkedIn PremiumGoogle Spreadsheets Import.ioRapportiveToofr (verification)
Give prospectors:LinkedIn PremiumYesware or Streak or Tout Salesforce/CRM access
Total cost: <$200
Equip your virtual SDRs with sales intelligence solutions
LeadGenius.com
PROSPECT: CRAFT THE PITCH
From: [email protected] To: [email protected] Subject: We have a few SDRs !Hi Sarah, !Our mutual friend Michael Jameson mentioned you were hiring SDRs. I wanted to see if we might be able to help you scale your team. LeadGenius has a few extra SDRs we can push your way. Let me know if you’d like to chat on Tuesday afternoon – we were able to replace 2 SDRs at ExistingClient last month and they saw a 30% boost in lead flow as a result. BTW, congrats on your recent round! !
Send it from your salesperson.
Short and sweet wins!
Make it a custom, handwritten email.
Don’t be salesy… be helpfuland solve a real problem.
Social proof and quantitative outcomes.
Double-Tap: LinkedIn profile view on the same day
LeadGenius.com
PROSPECT: ADVANCED MESSAGING
Interested?Here are 3
times that work for me!
Here’s more information!
Check back later.
Specific question
Automatically schedule a
follow-up mail
Targeted Content Immediate Response Multiple TouchesFrom: [email protected] To: [email protected] Subject: We have a few SDRs !Hi Sarah, !Our mutual friend Michael Jameson mentioned you were hiring SDRs. I wanted to see if we might be able to help you scale your team. LeadGenius has a few extra SDRs we can push your way. Let me know if you’d like to chat on Tuesday afternoon – we were able to replace 2 SDRs at ExistingClient last month and they saw a 30% boost in lead flow as a result. BTW, congrats on your recent round! !
LeadGenius.com
Measure your ROI.
LeadGenius.com
INCREASED CONVERSIONS
Immediate responses!from decision !
makers.
LeadGenius.com
MEASURING PERFORMANCE
Cost per lead
Leads per week
Emails per week
Handoffs per week
LeadGenius.com
Ideal customer profile.
LeadGenius.com
IDEAL CUSTOMER
B2B tech companies (all sizes).
You know your target customer and unique!value proposition.
You’ve consistently sold your product/service.
You have at least one sales professional.
LeadGenius.com
Goals & Expectations.
LeadGenius.com
REALISTIC EXPECTATIONS
When working with our ideal customer, we like to see…
1 researcher + 1
manager generate 600 leads per week
1 writer writes
600 templates per week
10% response = 10 leads per day
LeadGenius.com
Scaling outbound checklist.
LeadGenius.com
CHECK EACH BOX
Define your target audience and know your customer !personas well.
Gather a list of highly targeted prospects to contact based !on your qualification criteria.
Create a consistent process for doing outbound outreach.
Craft highly relevant and targeted email messages; then !measure open and response rates.
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Questions?
Tell us what’s working for you. Our Head of Marketing would love to hear from you: [email protected] or @LenaShaw
[email protected] [email protected]@predictablerevenue.com
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