Lead Generation and List Building Secrets
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Transcript of Lead Generation and List Building Secrets
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Lead Gen & List Building Secrets
Lincoln Murphy
Sales Hacker Series Austin
March 24, 2015
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@lincolnmurphy
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http://sixteenventures.com/saleshacker
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What We’ll Cover Lead Generation vs. Lead
Capture1
2Identify your Ideal
Customer
3Enter the
Conversation
43 Secret Sales
Hacks
5 Q&A
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LEAD GENERATION
VS.
LEAD CAPTURE
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1. Generation = Creating Leads where there otherwise
aren’t any. AKA Demand Generation.
2. Capture = Siphoning off some of the
existing demand for yourself
GENERATION VS. CAPTURE
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STARTUPS
VS.
SMALL (EARLY) BUSINESS
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1. Innovative, creating a new product category (like
Gainsight)
1. The Market Doesn’t (Really) Exist Yet
2. Disrupting a relatively established and staid market
(Zenefits)
• The Market Exists… but they don’t know it yet• They aren’t looking for you
• They aren’t looking to change the status quo
• If they do find you, the switching cost is high
STARTUPS
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• Requires Active Outreach to Drive
Pipeline
• Marketing Accelerates (backs-up)
Process
• It’s a Process• Educate the Market on the Concept
• Get them to realize they need the Concept
• Make them realize they need your offering
(rather than other upstarts by now)
STARTUPS REQUIRE LEAD GENERATION
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• They may not (probably don’t) know you exist.• They’re not actively looking for you.
• You have to come in and disrupt the status quo; get in
front of them.• Help them realize that you can make their life better.
• And even though they want you to exist…• now that you do, they may have some qualms about jumping on
your ship.
STARTUPS REQUIRE LEAD GENERATION
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• Doing the same thing as every other company, but maybe
better, faster or cheaper (pick 2!)• IRL: Restaurants, Yoga Studios
• SaaS: Project Management, CRM, Accounting, etc.
• Market Characteristics• They know they have a problem
• They know there’s a solution
• They are solving the problem somehow
• They might know who you are
• You know who they are
NON-STARTUPS
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• Demand Exists
• Marketing and Inbound Can Drive Pipeline
• People are actively searching for what you offer
• Outreach Accelerates Growth!
NON-STARTUPS CAN RELY ON CAPTURE
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IDENTIFY YOUR IDEAL CUSTOMER
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IDEAL CUSTOMER PROFILE
Ready Willing Able Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential
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IDEAL CUSTOMER PROFILERemember, Ideal
Customer is Situational Ready Willing Able Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential
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SITUATIONAL AWARENESS
SituationalAwareness
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IDEAL CUSTOMER PROFILE
Ready Willing Able Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential
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You can’t know what Marketing Channels, Pitch, Pricing, or Messaging to use until you are clear on your Ideal Customer Profile.
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1. Ideal Customer Profile
2. Persona Development
3. Empathy Mapping
THE PROPER ORDER
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Helps You Qualify the Company,NOT the Contact
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http://sixteenventures.com/saleshacker
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ENTER THE CONVERSATION
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Customer Success = “Helping your customers achieve their Desired Outcome through the use of your product.”
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“Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937
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Success = Their Desired Outcome
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Success = Their Desired Outcome
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At both the Company and Persona-level
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3 SECRET SALES HACKS
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1. Prospect Segmentation
2. Co-Outreach
3. Pre- & Retargeting
3 SECRET SALES HACKS
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• Don’t treat all prospects the same
• Don’t spray and pray
• Segment by industry• Update the template every morning with something relevant if
possible
• Segment by revenue potential• Take time to research and customize for high-value customers
• Emails Sent != Deals Closed or Revenue Generated
1. PROSPECT SEGMENTATION
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• Find a company you don’t compete with that shares
your Ideal Customer Profile
• Get them to know, like, and trust you so they’ll want to
introduce you to their customers
• Identify some customers – maybe 10 or so – that would
be perfect for the other company
• Someone from each company will send an email to their
to introduce the other company in a way that’s all about
how that other company could help the customer
2. CO-OUTREACH
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• Warm ‘em up• Content Distribution
• Custom Audiences
• Non-Sales Outreach
• Keep ‘em warm• Retargeting
• Nurturing
• Progressive Profiling
3. PRE- & RETARGETING
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http://sixteenventures.com/saleshacker
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@lincolnmurphy
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Thank you!