Featuring Ryan Williams, VP of Sales at LeadGenius, Mike Plante, VP of Demand

Generation at InsideSales.com, and

Max Altschuler, CEO at Sales Hacker

HOW HIGH-PERFORMANCE SALES TEAMS SQUEEZE

THE MOST OUT OF EVERY LEAD

webinar

Ryan WilliamsVP Sales

LeadGeniusleadgenius.com

linkedin.com/in/jryanwilliams

Today’s Speakers

Mike PlanteVP of Demand Generation

InsideSales.com

linkedin.com/in/plantemike

Max Altschuler CEO

Sales Hackersaleshacker.com

linkedin.com/in/maxaltschuler

HOW THIS WILL WORK

• This webinar will last about an hour• Type in your questions in the Q&A box as you think of

them• Join the conversation using #ISDCWebinar• This is being recorded… I’ll tell you how to access the

recording at the end

POLL QUESTION • What is your current mix of inbound/outbound lead

volume?– All Inbound, No Outbound – Mostly Inbound, But Some Outbound– Close to a 50/50 Mix of Inbound and Outbound– Some Inbound, But Mostly Outbound – No Inbound, All Outbound

EIGHT STEPS YOU CAN TAKE TODAY TO GET MORE OUT OF YOUR B2B LEADS1. Identify two high-value data points and

create research loop2. Enrich and score leads as they come

into  your system3. Respond to inbound leads with high-

enough score immediately4. Tune persistence and cadence for all

lead types5. Set up time stamps6. Create list views/workflows for reps7. Prescriptive contacting8. Mind your recycle bin

INBOUND

OUTBOUND

1. IDENTIFY 2 HIGH-VALUE DATA POINTS & CREATE A

RESEARCH LOOP

DEFINE YOUR IDEAL LEAD• What custom data do you use now?• What would be your “silver bullet” criteria? • What does your best rep like to find out before they

pick up the phone?• What characteristics to your best current customers

share?

• Go Beyond Core Lead Components– Business Size, Location, Industry, User/Customer Base

CUSTOM DATA POINT EXAMPLES• Building Square Footage• Google Partner (y/n)• eCommerce Platform Type• Social Followers• Funding/Capital Events• CRM or Marketing Automation Type• Current Job Openings

2. ENRICH AND SCORE LEADS AS THEY COME IN

ENRICH• Through webform• Through real-time data append

LEVERAGE DATA TO PRIORITIZE LEADS TO CONTACT

Current Practice

1-3Data Points

Best Practice

80BData Points

Lift

24%Increase inRevenue

0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100

2.5K

2.0K

1.5K

1.0K

0.5K

# o

f Le

ads

Lead Quality

5%

4%

3%

2%

1%

Clos

e Ra

te

PREDICTIVE GIVES VISIBILITYLeads Worked

# of Leads

0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100

2.5K

2.0K

1.5K

1.0K

0.5K

# o

f Le

ads

Lead Quality

5%

4%

3%

2%

1%

PRESCRIPTIVE ALIGNS EFFORTLeads Worked

# of Leads

Clos

e Ra

te

0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100

2.5K

2.0K

1.5K

1.0K

0.5K

# o

f Le

ads

Lead Quality

5%

4%

3%

2%

1%

EFFICIENCY INCREASES CAPACITYLeads Worked

# of Leads

Additional Leads Worked

Clos

e Ra

te

3. RESPOND IMMEDIATELY

RESPOND IMMEDIATELY TO NEW INBOUND LEADS

Current Practice

38 HrsResponse Time

Best Practice

5 MinResponse Time

Lift

21xQualifications

4. TUNE PERSISTENCE AND CADENCE FOR INBOUND AND

OUTBOUND LEADS

BE PERSISTENT WITH INBOUND AND OUTBOUND LEADS

Current Practice

1.5Attempts

Best Practice

6-9Attempts

Lift

3xInitial Contact

Rates

APPLY A PRESCRIPTIVE CADENCE TO BOTH INBOUND AND OUTBOUND LEADS

Current Practice

NoOutreach Strategy

Best Practice

10dOutreach Strategy

Lift

26%Increase in

Appointments

SAMPLE CADENCE: OUTBOUND APPOINTMENT SETTERS

1st Dial

2nd Dial+

Voicemail+ Email

3rd Dial 4th Dial 5th Dial6th Dial

+ Voicemail+ Email

7th Dial8th Dial

+ Voicemail+ Email

Eight calls per contact over 2 weeks

Day 1 Day 2 Day 4 Day 6 Day 10Day 8

• InsideSales system tells you when to reach out to contacts • Reps are responsible for knowing when to leave VMs & emails• Contacts follow this sequence until one of the following occurs

‒ Demo is scheduled‒ InsideSales Callback is scheduled ‒ Contact is closed‒ Account prospecting status is closed

Salesforce contact info will show the dial count

5. SET UP TIME STAMPS

REPORTING ON LEAD ACTIVITY IS KEY• Timestamps are the baseline needed for accurate

sales cycle reporting • Even if you don’t have the ability to report on

everything you’d like at this moment, timestamp data will be invaluable to your next sales ops hire.

SALES VELOCITY INDICATORS

6. CREATE LIST VIEWS & WORKFLOWS FOR REPS

EQUIP YOUR REPS WITH THE RIGHT REPORTING• You want a smarter sales team. A smarter sales

team wants more flexiblity and autonomy.• Visibility into the sales process enables you to

prioritize company goals while allowing reps more latitude to self manage

Example Lead List Views

• New Inbound• Contacted Inbound• Contacted Outbound • Qualifying Leads• Disco Completed• Leads w/ No Activity In 5

Days

Example Opportunity List Views

• Prospect• Demo Compelted• Evaluation• Proposal • Committed• Opportunities /w No

Activity In 7 Days

NO ACTIVITY IN 5 DAYS

7. PRESCRIPTIVE, AUTOMATED CONTACTING

PRESCRIPTIVE, AUTOMATED CONTACTINGTask Manual Prescriptive, Automated Impact

Decide who to call

Rep stares at list with no context; makes best guess who to call

System serves up best record to call More time on task vs. researching

Balance inbound and outbound

Hot leads mixed with outbound calls Inbound leads are treated as high priority and get immediately actioned

Increased contact rates and close rates

Document in CRM

Reps skip some or all documentation

Call recording, details and disposition are automatically saved

Comprehensive data, including time stamps, available for analysis

Know when to call back

Contacting is based solely on when rep thinks prospect may answer

Know when a prospect is at their desk and time your call to coincide with their reading or sharing content

Increased engagement, responsiveness, and close rates

Know when a cold prospect re-engages

Send emails at a cadence after a client goes dark in hopes that they respond at some point

Get notified immediately when they re-open an email, visit your website, or download an attachment you set

Deals that were thought lost and gone can be revived and closed.

8. MIND YOUR RECYCLING BIN

12 MONTH NO-TOUCH REPORT

LEAD ENRICHMENT IS NEEDED

The average B2B sales and marketing database decays at over 3% per month

CONCLUSION

THANKSFOR JOINING US LIVE!

Ryan WilliamsVP Sales

LeadGeniusleadgenius.com

linkedin.com/in/jryanwilliams

Q&A

Mike PlanteVP of Demand Generation

InsideSales.com

linkedin.com/in/plantemike

Max Altschuler CEO

Sales Hackersaleshacker.com

linkedin.com/in/maxaltschuler