B2B Lead Generation for technology startups
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Transcript of B2B Lead Generation for technology startups
B2B LEAD GENERATION FOR STARTUPS AND TECHNOLOGY COMPANIES
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LEAD GENERATION A MARKETING TEAM (COULD BE OUTSOURCED TEAM LIKE GANJA AGENCY) SHORTLISTS THE PROSPECTS AND APPROACHES THEM TO SET A SALES APPOINTMENT AND TO QUALIFY THE LEADS
CLOSING THE DEALS A SEPARATE GUY OR A TEAM ESTABLISHES PERSONAL RELATIONS WITH A CLIENT, IDENTIFIES NEEDS AND MAKES ROUGH ORDER OF MAGNITUDE (ROM). THEN FOLLOWS THE LEAD UNTIL SIGNING OF THE CONTRACT. A COMPANY OWNER CAN MAKE THIS JOB
ACCOUNT MANAGEMENT AN ACCOUNT MANAGER EXECUTES THE EXISTING PROJECTS. HE OR SHE IS RESPONSIBLE FOR UPSALE AND A CONTRACT VALUE GROWTH. COULD BE THE OWNER
GANJA AGENCY www.ganja.com.ua
Great idea! Are you kidding? Try to build an ocean ship alone =) Contemporary internet sales is a complicated work. Each marketing tool as SEO or Social Networking requires a solid knowledge of 1000 nuances, constant A/B tests and a variety of daily activities. If you assign one person to all scope of sales work the result will be pathetic – poor lead generation and low sales.
3 Why not to hire ONE salesman
for the WHOLE sales process?
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We apply a push strategy to ensure a good lead flow. Normally to get a decision maker on a phone we make a FIVE step approach: TWO linkedIn steps + a series of THREE emails sent to a person if he or she does not reply via LinkedIn. We approach 2-3 decision makers from each prospecting company. It is hard to believe, but we never make cold calls to reach our buyers. Cold calls are inefficient in comparison to social networking. You have a better reach with the same man hours.
MESSAGING VIA SOCIAL NETWORKS LinkedIn, MeetUp, Xing, Facebook and Vkontakte – powerful tools to find and reach people that you don’t know personally. LinkedIn is a tool number one to reach with high velocity CTOs/CIOs or any other C-Level decision makers .
EMAIL DRIP CAMPAIGNS Email strategy was spoiled by spammers and does not work alone well. But it is a good tool to support your social networking activities.
Try to automate email campaigns with various platforms and software, that are available nowadays
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Prospecting list Manual research over
paid LinkedIn (lead builder)
Workflow Docs
Short List, Long List, CRM
Email Manual messages and/or
automated series of messages via automation
software
Lead Mining Direct Email research
via databases (will explain later)
LinkedIn 2 strategies: messaging
over groups + adding into friends with a follow up
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DEFINE YOUR PROSPECT’S PROFILE Example: a consultancy firm in New York, 50-200 people, works in area of ERP software, IT consultancy, project management. We target C-Level executives (CEO, COO, CTO, company owner/founder). 2 decision makers in each firm
USE VARIETY OF SOURCES TO GRAB A LIST 1) free or paid LinkedIn advance d search gives number of criteria to select the right companies and people;
2) Use niched industry resources, for example, dtf.ru – for Russian game developers;
3) Use behavioral criteria, for example companies that post jobs or just received funding
START SEARCHING FOR EMAILS IMMEDIATELY, WHILE DOING A LIST Put contacts into shared Google Docs table first. Don’t waist time on detailed CRM profiles at early stage of research. Enter data into CRM only when prospects reply within a campaign, thus you avoid a mess in CRM
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WHAT IS LEAD MINING? Our strategy implies a multi touch approach. A first touch is via social network, another touch is via email. Rarely can be a call or even a cold Skype chat. Lead mining means research of contact details, social networking accounts of the prospect, information about their lifecycle and management of this data.
HOW TO FIND CONTACT DETAILS? Use paid and free databases:
► Zoominfo.com (community edition , limited free)
► Insideview.com (paid)
► Connectifier.com (Chrome browser plugin)
► Emailhunter.co
MANUAL EMAIL RESEARCH (BOOLEAN SEARCH) Make the following inquiry to Google.com:
*@domain.com – this inquiry makes google give out data with some text instead of STAR sign. As a result you can find company’s email structure (for example [email protected]).
FIND EMPLOYEES OF PROSPECT’S COMPANY AT LINKEDIN OR XING Make a Google inquiry: “ company name linkedin” and go to company’s LinkedIn page. Navigate to upper right corner where avatars of employees are indicated and click “See all”. Put names to the email structure that you found in a previous step. You’ll get: [email protected]
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Project Management (PM) software – the sales objectives and tasks
CRM software – all details are here
Long List – Future Sales
Short List – Hot Sales
We recommend Trello.com as a right solutions for small teams.
Manage sales objectives and tasks for each month here. Track results
PM software
We recommend Zoho CRM as a free software for small teams. It allows to have 3 accounts for free plus 20
000 leads in database.
We put into CRM only those leads who replied to avoid the unnecessary routine
CRM
This is a Google Docs sheet for the year-long sales.
Separate each month and put here those guys who
said “call me later”, or “let’s better speak in April”. Check this list each month to keep yourself up-to-date with the
follow ups
Long List
An Excel table at Google Docs shared with your team shows those prospects who agreed to have a call, or can be processed shortly, in the
nearest weeks. This is a heart of your sales work for
the current month
Short List
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ADD PEOPLE AS FRIENDS Additionally, add people as friends, before this functionality is restricted at your profile. Later LinkedIn will demand you to enter email.
SEND A FOLLOW UP MESSAGE When your invite was accepted, send a follow up message to engage your new contact for communication
NO MORE GROUPS Groups are still available, but
you can send only 15 messages to fellow group members per
month. This tool is almost dead
SEND MESSAGE USING AN EMAIL ADDRESS
When you are on users profile, click “connect” button and choose
“other”. Put email and fill in the message text (see the pic).
Thus, a user receives two messages at once: LinkedIn
message and an email . So you make a double outreach with a
single click!
PAID LINKEDIN VERSION IS STILL POOR They give only 25 InMails which is not enough for serious sales outreach. BUT the advanced multi-criteria people search functionality at Lead Builder is good. We still don’t recommend to buy a paid version, though. Buy only if you are rich enough
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• Start your email campaign in 3-4 days after a LinkedIn campaign;
• Make brief sharp messages to explain what you need;
• Don’t pitch, ask questions first to understand their landscape;
• Make a campaign of 3-4 emails, send 3-4 days one after another. So all the email campaign lasts 16-20 days;
• Find email automation software that uses your original email server (don’t use platforms like: MailChimp, it applies a 3rd party email server, not yours and restrict the ability to upload a non-verified email database);
• Our automation software is our secret sause, we don’t sell it out ;)
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Engage into conversation Follow up Give motivation to reply
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John
I found your firm at LinkedIn, when I was
researching technology companies and
startups.
It would be great to know: what are your
product development plans for the rest of the
year?
We are looking for new projects in area of
software engineering since we've
accomplished several cases, similar to
PROSPECT INC
Would you be open to speak about
additional software engineering resource?
John
I sent you an email a couple of days ago, I
hope you received it
Let me know how does it go with software
engineering plans for the rest of the year.
It would be great to find room for cooperation
between our development team and
PROSPECT INC
Your thoughts?
Hello John
I hope my messages don't bother you
As I mentioned before, we are looking for
the new partnerships in the USA to help with
high value software development solutions.
If you ever thought about East European
software technology opportunities, I will be
happy to inform you about the local market.
It's always good to have another piece of
information and industry news.
Does it go in line with your current strategy?
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First email Gave 5% of replies
BUT depends on product, can be 8-10%
Second email Gave 5% or replies
BUT sometimes second step gives even more replies
Third email Gave 3% of replies
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A case study: IT outsourcing industry client / 995 messages overall delivery, 549 people covered
13 replies on 100 sent emails: is it good or bad? It depends on the costs. We spent time only to assign the campaign. It is 13 opportunities to showcase a service.
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First email Try to engage people with
conversation. Don’t sell or pitch.
Ask questions about their business
or say compliments to what they
have
Second email Remind about your intention
to communicate. Give a
slight hint why you wanted to
get in touch
.
Third email Motivate. Give a perk here.
Propose a free item or free
consultancy session. Or give
a free material (PDF, video
link or invite to event)
Leave for several months Nobody replied? Not a pity! Contact later with engaging material or via social networks. For example add as a friend in skype
Play a team game #1 Ask your colleagues to contact this company next time.
Play a team game #2 Say in a couple of months that your senior director watched their profile and was highly interested to give them a call, and a free perk (free piece of job, or a trial product)
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RESTRICTIONS AT LINKEDIN Since April-June 2015 LinkedIn imposed new restrictions on groups. Before groups were actually the number one tool for sending unlimited messages to high level executives. Nowadays you can send only 15 messages per month.
ONE MANAGER FOR LEAD GEN Before we used mainly groups to target leads and one employee set all appointments with future clients. It was enough to run the project successfully.
YOU NEED MORE PEOPLE TODAY
The strategy becomes more complicated. We need emails to reach unlimited people
over LinkedIn. More work to do
TWO MANAGERS INSTEAD OF ONE FOR LEAD GEN
One employee makes the email research (lead mining)
Another one runs messaging via LinkedIn and manages an email automation tool
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AFTER July 2015
BEFORE July 2015
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ANDREW KASS
Email: [email protected]
Skype: andrewkass2000
Tel: (347) 329-5515
FOUNDER AT GANJA AGENCY
GANJA AGENCY
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