SalesFUSION Webinar - The Death of Cold Calling


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SalesFUSION Webinar - The Death of Cold Calling
Webinar - details the new paradigm for b2b lead generation

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  • Cut a block out and drive the first part of the slideDon’t need magnifying glass…Real message in bottom 2 boxes
  • Cut a block out and drive the first part of the slideDon’t need magnifying glass…Real message in bottom 2 boxes
  • SalesFUSION Webinar - The Death of Cold Calling

    1. 1. SalesFUSION WebinarThe death of Cold Calling
    2. 2. Now that the title got you here….No! cold calling is not dead It just became an ostrich
    3. 3. What we’ll cover today• Cold Calling – Death versus evolution• Lead generation in 2012 – Hijacking the digital conversation• The statistical failure of cold calling• Where do leads originate from in 2012 and beyond?• Adapting sales and marketing to optimize the digital conversation• The journey to lead to sales revenue management• The changing view of telesales/inside sales
    4. 4. About SalesFUSION• SaaS Marketing Application• HQ – Atlanta, GA – Sales Offices in Philadelphia, PA• Provide all b2b marketing functionality in a single app• Focus on integrating Marketing and Sales (CRM)• Only solution built on a CRM database• Extensive global partner network• 110 New clients in 2010• Unique Client Services model• Game-changing pricing structure• 99% retention rate• 90% of all new features added in 2010 – customer requests
    5. 5. Stay on until the end and play SalesFUSION Slots!• Showcase of cool little feature in our dialog/landing pages• Pick a winner of a Starbucks gift card using our integrated slot machine!
    6. 6. The best film about salesleads….ever
    7. 7. A few assumptions• Death versus evolution• Telephone prospecting is still very important• How, why and when we telephone prospect has changed Traditional Cold calling has been fired and replaced by the internet…..but your company many not know that yet… “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin
    8. 8. The “If you don’t know this you live under a rock” statisticsRetail - The Pew Internet and American Life Project has just publishedthe results of a study on Americans e-commerce habits. Among thefindings: 58% of Americans say they perform online research onthe products and services theyre considering buying. Thats up from49% who performed online research in 2004. B2B - 93% of business-to-business customers research companies and products online before making a purchase, according to MarketingSherpa
    9. 9. Demands a new paradigm for lead generation…• Many b2b buyers are engaged in a digital conversation with your company• Most companies don’t know about this conversation• By the time telesales speaks to a prospect, opinions about you are formed• Successful companies learn ways to “Hijack the Digital Conversation”• Do you trust the internet to sell for you?• Conversation channels are fluid and changing and evolving monthly
    10. 10. Why is cold calling icky?It fosters a culture of “taking” • Cold calling is a practice of starting a b2b relationship by Taking something from a prospect without asking first • Take their time & information • Most people feel uncomfortable “taking” something from someone. Traditional lead generation/selling models foster an environment of “Taking” •More calls – more appointments – more sales….or your fired. •Leads to employee dissatisfaction, unattainable quotas, re-training costs for new hires to replace those who have been fired or quit out of frustration Consider the following sales people’s statistics: • 44% of sales reps quit after 1 no • 22% quit after 2 • 14% quit after 3 • 12% quit after 4 (total is 92%) 60% of customers say no at least 4 times before purchasing
    11. 11. Sales is a numbers game….right? B2B Sales Rep = COGS Calls 100 Calls • $50,000 base salary • + Benefits • Salary plus benefits = $65,000 • 100 Calls per day • 5 Days per week Appointments 2-3 Appointments • Avg. 42 Full weeks per year .025 connect rate • 210 calling days • 21000 calls • 525 Connects • 105 Sales Sales .5 Sales .005 close rate
    12. 12. Things to consider regarding lead gen andtelesales• The Email/V-mail game is a side effect of managing by numbers rather than results• Inbound lead generation is rapidly consuming outbound budget and activity• Warm calling is supplanting cold calling in most b2b environments• Most sales personnel are expected to understand how to prospect using LinkedIn – yet there is no formal training for this• Has email become SO overused that the telephone is back en vogue?• What about outsourced telesales/appointment setting services? Are companies off-loading an ill-perceived sales activity for less cost? Sirius Decisions Report - By 2015 70% of B2B leads will come from inbound marketing.
    13. 13. A quick poll• With the proliferation of email marketing – have you become more or less apt to answer a telephone call? Sirius Decisions Report - By 2015 70% of B2B leads will come from inbound marketing.
    14. 14. Where do leads originate from in B2B - 2012Estimates based on multiple sources/research analysts – representaverages• Referrals/Personal connections = 30-40%• Corporate Website = 20-25%• Email marketing – 10-15%• Advertising = 6-9%• Social Media = 1-3%• Other (includes cold calling) = 10-12%
    15. 15. What’s working in 2011 and beyond?In 2011, only four tactics were considered “very effective” by 20% or moreof the audience:• Website design, management and optimization• Search engine optimization• Email marketing• Trade shows
    16. 16. How are successful b2b sales/marketing teams adapting? Marketing’s Role • Identify leads • Generate leads • Execute campaigns • Pre-qualify leads • Nurture leads • Re-Market stale sales leads Sales’ Role • Complete lead qualification • Present and propose solutions • Propose pricing • Execute contracts • Close business • Cross-sell • Changing traditional roles • Inside sales is no longer a sales function • Skill-sets for inside sales are changing • Marketing – ½ Focus on brand & ½ Focus on Upper Funnel Development 16
    17. 17. Beginning the journey to lead to salesrevenue management… • Marketing – focus on upper-funnel development using all available channels, techniques and communication mediums • Telesales – triage, manage, respond and advance inbound leads • Sales – focus on closing business 17
    18. 18. Change the way you view telesales/inside sales They are not phone jockeys anymore Think air-traffic controller • Monitor and direct lead traffic • Exchange meaningful information with the leads • Direct leads to the right resources • Educate leads about value proposition and competitive positionWelcome to Data-Driven Sales • Empowered with technology • Higher job satisfaction • Better growth potential • They become a marketing and field sales “Farm Team”
    19. 19. Data-Driven Telesales• Telesales with the power of Marketing intelligence, useful sales data and rational workflow• Best chance for connection with prospects• Calls transformed from “Taking” to “Offering”• Stigma of cold calling is eliminated• Empowered telesales personnel perform better
    20. 20. 4 technologies that enable data-drive salesWebsite monitoring station• View, identify, receive alerts of leads on the website• Integrate with data services to research and append contacts• View page-level activity from high-score leadsNurture Marketing• 1-touch enrollment in multi-step campaigns• Follow up emails using trackable html email• Bulk email capabilities to call listsData appending and social tools• Research and import contacts from identified companies on the site• 1-touch enroll net new contacts into first-touch campaignsCampaign activity reports• Access to daily/weekly/monthly campaign reports• 1-click access to marketing history for leads
    21. 21. Website monitoring stationWhat is it? Web visitor tracking is a newer type of webanalytics that captures, alerts and routes website leadsbased on rules.
    22. 22. Access to enroll leads in campaigns Alerts Auto-enroll Email alert – Based on Automated Routing to Rules drip/trigger based nurture Alert telesales to marketing campaigns view/open in CRM
    23. 23. Day in the life of data-drive telesales Website monitoring Research anonymous visitors – append with contacts – enroll in campaigns Pop email alert when high-value activity occurs – assign task for call If no phone contact made – enroll in trigger campaign Receive on-going alerts when lead returns to site/responds
    24. 24. Access to critical information• Give telesales the tools to access info and take action• This view allows for telesales to view activity and enroll leads in campaigns
    25. 25. The importance of marketing automation tools• Provides a mechanism for real-time lead monitoring• Reduces lead response time• Allows for enrollment in pre-defined trigger campaigns• Increases touches in first 30-days following initial inquiry• Allows for research and appending of data through sources such as Jigsaw• Alerting via email ensures leads are touched quickly
    26. 26. Create a lead-centric cultureEstablish a dialog between marketing/sales•Regular meetings – rotate between pipeline-centric meetings tolead/demand generation-centric meetings•Understand sales-team issues with leads – volume, where they come from•Brainstorm sessions about lead profiles, verticals, targets, messaging andhot buttons•Sales is the best source for “Why a lead buys” informationCreate simple process maps•Define on paper who does what, when and why•Assign people by name to stages in a process mapConsiderations•Sales may be resistant to change or dis-interested in leads•Old-School sales cultures must be changed•CRM system tuning will be required•Marketing technology MUST integrate seamlessly to CRM•Reporting must be in place to track the process and hold constituentsaccountable
    27. 27. Integrating to CRM – Not a nice to have • Lead Scoring/Routing enables automated nurturing of leads • Trigger-based email campaigns – prebuilt and tied to scores • Lead scoring must be tuned, tested and agreed upon with sales • Eliminate lead leakage • Increase CRM adoption and satisfaction • Put vital information where sales people Live
    28. 28. How important is this to your upper funnelsuccess?According to Aberdeen, who tracks the performance of “Best Practice” organizationsutilizing marketing automation tied to telesales….• Inside sales achieves quote 11% more when marketing automation is deployed• Lead conversions (to opportunities) increased by 7%• Inside sales make an additional 7-9 connects per day• Overall sales team quota achievement is higher by nearly 3%• Company revenue is higher by over 3%
    29. 29. Questions?• Schedule a demonstration of SalesFUSION• Learn more• Thanks for staying with us! Let’s pick a winner of the Starbucks CardWe Provide a complete MA Solution at an affordable price• Enterprise b2b marketing• Advanced email marketing• Lead scoring• CRM integration – Salesforce, Microsoft, Sugar, Saleslogix, Sage, NetSuite…• Web visitor tracking• Dialogs, forms, landing pages• Social media marketing• Event management