outbound b2b sales are not dead – they’ve just evolved / yanay sela
TRANSCRIPT
Outbound B2B Sales Are Not Dead - They’ve Just Evolved
I’m Yanay (John) SelaGrowth = Marketing, Sales and BizDev
CMO@Appsee
@yanay_sela
Hello!
Qualitative Analytics
User Recordings
Touch Heatmaps
VisionThe “Why”
TacticsThe “How”
StrategyThe “What”
Prospects# Prospects handled within capacity (Unknown)
LeadsProspects-to-Leads % (Unknown)
SQLsInbound leads-to-SQLs % (known)
OpportunitiesSQLs-to-Opportunities % (known)
Closed wonOpportunity-to-Closed won % (known)
How we did we get here
Problem IdeaReasons
Deductive Reasoning / Strategic Reasoning
Prospecting
Who are they?
● Similar profiles● Desirable clients● Competitors clients● Ecosystem clients● Conferences attendees
Prospecting
How do we get them?
● Buy lists● LinkedIn search● Prospecting / Lead
enrichment apps● Web scraping
Consistent personas
“
“This might just be useful for you..”
“You’d be an amazing client for us..”
“What do you think?”
Transparency & Forwardness
Communication channels
Phone Other
TwitterLinkedIn
Strategy cadence
AM PM#1 PM#2
Day 1 1st email LinkedIn connection requestSkype
request
Day 3 2nd email 1st call1st LinkedIn
Inmail
Day 6 2nd call 3rd call (Leave VM) Tweet
Day 9 3rd email Calendar Invite2nd LinkedIn
Inmail
Day 12 Breakup email
First email - Subject line
FOMO
JetBlue: “You’re missing out on points”
Curiosity / Shock
Manicube: “*Don’t Open This Email*”
Humor
Groupon: “Deals That Make Us Proud (Unlike Our Nephew, Steve)”
Vanity
Sephora: “Products the celebs are wearing”
Pain point
Evernote: “Stop wasting time on mindless work”
Question
Publisher: “How many leads do you need a day?”
First email - Subject line
◉ Straightforward◉ Personal◉ Less than 7 words◉ Emojis - in moderation
First email - Content
Text Only
ImageText & Design
GIF
Videos
◉ Feel special◉ Uncertainty◉ Likability◉ Flow
Email KPIs
◉ # emails sent◉ % emails rejected◉ Open rate◉ % negative responses◉ % positive responses◉ # link clicks / views◉ Best performing variation
Linkedin is a supporting channel for Email● Profile optimization● Login frequency● >50% auto approve all requests
Second email
◉ “Fwd: xxxx..”◉ “Dear..”◉ “This is a gentle followup..”◉ “I’m also attaching..”
Phone calls
Who’s the target audience?
◉ Skype
○ Connection request
○ Calling without connecting
◉ Call script
○ Forces you to think
○ Scalable
■ Good conversation flows
■ Engaging questions
■ Objections handling
■ Closing sentences
○ Flatten out bad days
○ Learn to drive a stick
Phone / Skype calls
LinkedIn Inmails
◉ “Great to connect..”◉ “ I sent an email a couple of days ago..”◉ “Not sure if you got it (my email is..)”◉ “Customized demo..”◉ “Worst case scenario..”
Connection requests
● # requests sent● % requests accepted● % requests declined● Best performing variation
LinkedIn KPIs
Inmails
● # Inmails sent● % positive responses● % negative responses● Best performing variation
Third email
◉ Namedrop a competitor◉ Time & date - end of next week
○ Specific time = Less friction○ Better availability○ “In the future” mechanism○ End of week = Better mood○ Conveys full schedule
Calendar invites
Breakup Email
Breakup email
◉ “Timing not right for <product name>..”◉ “I’m going to go ahead and assume that this is
not the optimal time for you so this will be the last email that I will send”
◉ “I’m leave you with this: …”
More emailing lessons
◉ Language ○ Native○ Audience / Register fit
◉ Short always wins◉ Timing◉ Mobile◉ Remove friction
○ “I’ll send over a calendar invite..”○ “Just click this link and i’ll do the rest..”
100 X 20 = 2,000Monthly prospects worked
200Monthly Leads (10%)
100Monthly SQLs (50%)
50Monthly opportunities (50%)
20Monthly closed won (40%)
(Avg. customer LTV) X (No. of closed won)
>100%ROI
Cost of (Labour + Infrastructure + Prospecting)
ROII vs ROOIReturn On Inbound Investment vs. Return On Outbound Investment
Twitter: @yanay_selaLinkedin: Yanay (John) Sela