Lead Generation Best Practices: Outsourcing Inbound & Outbound
-
Upload
leadgenius -
Category
Small Business & Entrepreneurship
-
view
1.521 -
download
3
description
Transcript of Lead Generation Best Practices: Outsourcing Inbound & Outbound
![Page 1: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/1.jpg)
#salesIQ
Outsourcing LeadGeneration Best Practices
![Page 2: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/2.jpg)
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
![Page 3: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/3.jpg)
PREDICTABLE REVENUE
Award-Winning #1 Bestseller
!!
Called “The Sales Bible Of
Silicon Valley”
![Page 4: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/4.jpg)
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.
![Page 5: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/5.jpg)
JOIN THE CONVERSATION
@LeadGenius
#salesIQ
![Page 6: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/6.jpg)
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.
![Page 7: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/7.jpg)
Aaron Ross TRIPLE YOUR SALES
Create predictable, scalable revenue.
![Page 8: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/8.jpg)
Aaron Ross FATAL MISTAKE
fatal mistake:
growing revenue by hiring salespeople
![Page 9: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/9.jpg)
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
![Page 10: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/10.jpg)
Aaron Ross LEAD GEN
Seeds, Nets & Spears
![Page 11: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/11.jpg)
Aaron Ross SEEDS
Seeds: Turn Your Funnel into an Hourglass
![Page 12: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/12.jpg)
Aaron Ross NETS
Nets: Example Marketing Funnel
![Page 13: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/13.jpg)
Aaron Ross Spears
Spears: Example Outbound Funnel
![Page 14: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/14.jpg)
![Page 15: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/15.jpg)
Aaron Ross SALES SHOULDN’T PROSPECT
They aren’t any good at it They don’t like it It’s not repeatable
Why?
![Page 16: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/16.jpg)
Aaron Ross SPECIALIZED SALES ROLES
Specialize your four core sales roles.
![Page 17: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/17.jpg)
S C R I P T E D . C O M
OUTSOURCING YOUR INBOUND
MARKETING
![Page 18: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/18.jpg)
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
![Page 19: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/19.jpg)
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
![Page 20: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/20.jpg)
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:
![Page 21: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/21.jpg)
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:
![Page 22: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/22.jpg)
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
![Page 23: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/23.jpg)
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
![Page 24: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/24.jpg)
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
![Page 25: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/25.jpg)
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?
![Page 26: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/26.jpg)
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.
![Page 27: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/27.jpg)
S C R I P T E D . C O M
C O N T E N T T E A M
![Page 28: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/28.jpg)
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:
![Page 29: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/29.jpg)
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
![Page 30: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/30.jpg)
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%
![Page 31: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/31.jpg)
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
![Page 32: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/32.jpg)
GENERATE CONSISTENT SALES!THROUGH VIRTUAL OUTBOUND
PROSPECTING
![Page 33: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/33.jpg)
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
![Page 34: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/34.jpg)
LeadGenius.com
OUTBOUND FUNNEL
Prepare
Prospect
Close
Specialized, scalable roles at each stage
![Page 35: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/35.jpg)
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…
![Page 36: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/36.jpg)
LeadGenius.com
Define your ideal customer!and mind the web.
![Page 37: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/37.jpg)
LeadGenius.com
PREPARE: CUSTOMER PERSONA
Define your target customer!Meet Fred, Operations Manager
Image source: Hubspot
![Page 38: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/38.jpg)
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
![Page 39: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/39.jpg)
LeadGenius.com
Build a team and test!your approach.
![Page 40: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/40.jpg)
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)
![Page 41: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/41.jpg)
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
![Page 42: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/42.jpg)
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
![Page 43: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/43.jpg)
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! !
![Page 44: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/44.jpg)
LeadGenius.com
Measure your ROI.
![Page 45: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/45.jpg)
LeadGenius.com
INCREASED CONVERSIONS
Immediate responses!from decision !
makers.
![Page 46: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/46.jpg)
LeadGenius.com
MEASURING PERFORMANCE
Cost per lead
Leads per week
Emails per week
Handoffs per week
![Page 47: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/47.jpg)
LeadGenius.com
Ideal customer profile.
![Page 48: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/48.jpg)
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.
![Page 49: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/49.jpg)
LeadGenius.com
Goals & Expectations.
![Page 50: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/50.jpg)
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
![Page 51: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/51.jpg)
LeadGenius.com
Scaling outbound checklist.
![Page 52: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/52.jpg)
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.
!!
!!
!!
!!
![Page 53: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/53.jpg)
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
![Page 54: Lead Generation Best Practices: Outsourcing Inbound & Outbound](https://reader033.fdocuments.in/reader033/viewer/2022051609/547e7a2f5806b5a95e8b4687/html5/thumbnails/54.jpg)
Thank you! Slides will be available via
download.