#RevenueSummit San Francisco 2017 - Greg Pietruszynski - 3 Steps to Automated Pipeline Generation
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This document outlines a 3-step process for automated pipeline generation through targeted cold email campaigns: 1. Segment targets based on criteria like location, industry, company size, and decision makers. Additional filters can include events, competitors, influencers, and reference customers. 2. Create a cold email campaign with 3-4 personalized emails sent over 2-7 days. Emails should be short, casual, and positive while highlighting benefits and including social proof and a call-to-action. Templates are available from the author. 3. Automate processes and use tools for prospecting, outreach campaigns, automatic responses, and email management to scale efforts. Prospecting and email tools range from manual to
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#RevenueSummit San Francisco 2017 - Greg Pietruszynski - 3 Steps to Automated Pipeline Generation
- 1. 3 Steps to Automated Pipeline Generation
- 2. Perfect Demand Generation Engine Automated Scalable Predictable Results
- 3. Lead Generation Strategies: Pros / Cons COLD MAILING OR CALLING PPC: 0,5% (CTR) Cold mailing: 1% (positive responses) Cold calling: 2% (positive responses) Personal communication: 10% (positive responses) PPC TARGET
- 4. Which email do you like more? OPTION 1 OPTION 2
- 5. Instead of personalizing every message… Hey Hey Hey Hey Hey Hey PROSPECTS EMAILS
- 6. …make one email “personal” for the whole group! Hey PROSPECTS 1 EMAIL
- 7. People love it! Greg, Just because I see it’s a human reaching out to me and not some auto generated marketing email… I am open to learn more about your product. ” Hey Greg, Thanks for reaching out. Although I honestly hate these cold emails, you do it well and it sound very interesting. Would love to chat and hear more… ” Hi Greg, Honestly must say we don’t usually reply to cold emails, Your approach is certainly refreshing and we liked it actually.”
- 8. Want more proof? POSITIVE RESPONSE RATE: 17%
- 9. There you go! POSITIVE RESPONSE RATE: 20%
- 10. 10 000 LEADS 100 RESPONSES 20 10 000 LEADS 1000 RESPONSES 200 DEALS Results COLD MAILING PERSONALIZED COLD MAILING DEALS 10x more pipeline and deals closed!
- 11. 3 Steps to Automated Pipeline Generation Targets segmentation Communication personalization Process automation (tools)
- 12. Country: USA Industry: Software Company size: 11 — 200 Decision maker: Director Marketing Step 1 — Target segmentation TYPICAL TARGET ADDITIONAL SEGMENTATION City Technology Competitors Industry Influencers Reference customers Mutual friends Event you are attending
- 13. Step 2 — Cold email campaign 3 — 4 emails 2 — 7 days delay Short Casual Positive Get templates: greg@growbots.com Email structure: > Personal intro > Benefits of your product > Social proof > One CTA
- 14. Step 2 — Email personalization
- 15. Step 2 — Email personalization
- 16. Step 2 — Email personalization
- 17. Step 2 — Email personalization
- 18. Step 3 — Process automation & tools Prospecting Outreach campaigns Automatic responses
- 19. Step 3 — Prospecting tools MANUAL SEMI—AUTOMATIC AUTOMATIC
- 20. Step 3 — Email tools MANUAL SEMI—AUTOMATIC AUTOMATIC
- 21. Step 3 — Automated responses TOOLS SAMPLE TEMPLATE
- 22. Case study
- 24. Case study — results CTR: 4% Open rate: 30% CAMPAIGN RESULTS COST PER LEAD PPC: 10x higher cost per lead Social: 24x higher cost per lead Display: 16x higher cost per lead