Lead Generation: The Art of Cold Calling and the Science of Email Prospecting
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Transcript of Lead Generation: The Art of Cold Calling and the Science of Email Prospecting
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Lead Generation: The Art of Cold Calling and the Science of Email Prospecting
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Page 2© 2014 Marketo, Inc. @jonmiller
“Cold calling is broken not dead”
Trish BertuzziCEO and
Co-Founder@bridgegroupinc
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Speakers and Agenda
Kraig KleemanAuthor, Speaker, Global
Sales Strategist@Kraig_Kleeman
Jon MillerVP and
Co-Founder@jonmiller
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Page 4© 2014 Marketo, Inc. @jonmiller
Quick Housekeeping
• Chat box is available if you have any questions
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides/recording
• Twitter hashtag: #Marketo
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Page 5© 2014 Marketo, Inc. @jonmiller
Hi, I’m Jon MillerVP Marketing and Co-Founder
@jonmiller
1. My first child was born the same month that we incorporated Marketo
2. Born in Ethiopia3. Studied Physics at Harvard, captain of high-
school debate team and newspaper staff4. I have a top secret “Q” clearance from DOE
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Page 6© 2014 Marketo, Inc. @jonmiller
Source: The Corporate Executive Board Company, “The Digital Evolution in B2B Marketing,” 2012.
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Page 7© 2014 Marketo, Inc. @jonmiller
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Page 8© 2014 Marketo, Inc. @jonmiller
Technology and Tactics
Nurture and Score
Events
Direct Mail
Air Cover
Data
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Page 9© 2014 Marketo, Inc. @jonmiller
Data
Accounts
Contacts
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Page 10© 2014 Marketo, Inc. @jonmiller
Air Cover: Customize Web and Display
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Page 11© 2014 Marketo, Inc. @jonmiller
Direct Mail1. Rep Selects Leads/Contacts to Target, Hits Add to Marketo Campaign
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Page 12© 2014 Marketo, Inc. @jonmiller
Direct Mail2. Rep Chooses the Campaign
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Page 13© 2014 Marketo, Inc. @jonmiller
Direct Mail3. Package is Automatically Sent
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Page 14© 2014 Marketo, Inc. @jonmiller
Direct Mail4. Upon Delivery, Personalized Email Sent, Tasks Created for Call
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Page 15© 2014 Marketo, Inc. @jonmiller
Direct Mail5. SLA reminders for follow-on calls
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Page 16© 2014 Marketo, Inc. @jonmiller
Direct Mail Results: 21% Connect Rate, 9% Opportunity Rate
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Page 17© 2014 Marketo, Inc. @jonmiller
Events
Set and Use Tokens
Clone to
Reuse
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Page 18© 2014 Marketo, Inc. @jonmiller
Lead Nurturing: Building relationships with
qualified prospects regardless of their timing to buy
Get the “Definitive Guide to Lead Nurturing”marketo.com/DG2LN
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Page 19© 2014 Marketo, Inc. @jonmiller
2 3
1. BUYING STAGES• Early: Be a Better Marketer• Mid: Why Marketing Automation• Late: Why Marketo• Customer: Success
2. BUYING PROFILES• Marketing, Sales, Exec
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Page 20© 2014 Marketo, Inc. @jonmiller
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Page 21© 2014 Marketo, Inc. @jonmiller
• Early stage content +3• Attend webinar: +5• Visit any webpage /
blog : +1• Visit careers pages: -10• Decay inactivity:
-1, -5, -10
Latent Behaviors (Engagement)
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for branded
keyword “Marketo” +8
Active Behaviors(Buying Intent)
Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS
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Page 22© 2014 Marketo, Inc. @jonmiller
Stars and Flames show priority
Full list of Interesting Moments
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S© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Create aSense of Urgency
Deadlines Really Work
Topics, Trends, Metrics & Outcomes
Lead with FACT-BASED Research
Enter the NO PRODUCT
ZONE
Avoid Politeness at theEXPENSE OF PERSUASION
Lose the Sales Stench
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S© 2013 Marketo, Inc. Marketo Proprietary and Confidential
There’s Only One Way to Cold Call
Scripts / Tactics / Outcomes
Optimally Leverage Wages
Final Words of Motivation
Agenda
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Value-Proposition Cold Call
Seller This is Joe Smith with Global Enterprise Systems (GES). Do you have a minute? How are you? Is this a good time for
you?
Admin Hello. This is Mr. Williams’ office.
Admin What can I do for you? Seller I’d like to schedule a 30 minute meeting with him. Can you help
me with this ? Admin Maybe. This is Jane his assistant. What is this regarding?
Seller I’d like to introduce him GES. I’d like to introduce him to our agent portal software solution. And I’d like to share with him how we saved Zurich International Insurance Company $1 Million last year.
Sales Stench
Value-Prop Language
Easy Out
Sales Resistance
Results0 / 331
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Lead with Research Cold Call
Seller Is he in?
Admin Hello. This is Mr. Williams’ office.
Admin No he isn’t.
Seller Do you keep his calendar?
Admin Yes I do.
Seller Oh good. This is Joe Smith with Global Enterprise Systems and I’m calling to schedule his 15-minute analyst-briefing. I plan to accomplish this no later than Friday of next week. I have availability on Tuesday in the morning, or Wednesday in the
afternoon. Which works best for him? Admin What is this regarding?
Seller The topic is Optimizing Agent Retention and Improving
Agent Productivity…
It’s all about the calendar
Deadlines Really Work
Appropriate the Alternative Close
Lead with Research
Assumptive Based Selling
Results• 1,680 Briefings• $30M Forecasted Revenue• $10MM Net New Licensing
Revenue
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S© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Optimizing Agent Retention and Improving Agent Productivity 1,680
Briefings
$30M Forecasted
Revenue
$10M Net New
Licensing Revenue
RESULTS:
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S© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Trends Driving World-Class Finance Organizations
Eliminating
Headcount
of 5
Growing Headcou
nt to 30
$679,000 Deal in 90 Days of
Cold Call
Abandoned Trade Shows,
Online Marketing
Spends
RESULTS:
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S© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Trends Driving World-Class MobileWorkforce Management
Smarter Connections
2,460 Briefings
$25M Forecasted
Revenue
$7M Net New Licensing Revenue
RESULTS:
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S© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Optimizing Medical Records to Drive Clinical & Financial Outcomes
4,460 Briefings
$40M Forecasted
Revenue
$12M Net New
Licensing / Services Revenue
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Assessment Category Description / Importance
Topical Relevance Research
Word Selection Gift Mix / Equipping
Elapsed Time of Sale Swift Purchase Conclusions
Presentation Anatomy Spank !
Objection Management Effectiveness
Identify / Document / Simulate / Technique
Target Talk-Time Most Important Metric
Good Day / Bad Day Scorecard Management Six Sigma Concept
Process / Workflow / Architecture Profound
*Revenue Capture Trends and Metrics Report, Kraig Kleeman.com
Leveraging Wages with Excellence
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S© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Competence Transcends Age
Youth is an Exceptional Asset
Wisdom is a Vital Asset
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Page 33© 2014 Marketo, Inc. @jonmiller
Introducing
The Definitive Guide to Lead Generation
150+ pages of lead generation awesomeness!
1/15/2014
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Page 34© 2014 Marketo, Inc. @jonmiller
Tweetable Takeaways
• Customers buy on their own schedule
• Get the data right first
• Use account-based marketing tactics for air cover
• Combine channels for maximum effectiveness
• Nurture relationships until sales ready
• There’s only one way to cold call
• Lead with research
• It’s all about the calendar
• Deadlines really work
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Questions?
Jon MillerVP and
Co-Founder@jonmiller
Kraig Kleeman800.654.7887