how high performance b2b sales teams squeeze the most out of every lead
Post on 15-Jan-2017
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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
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