Lead Generation: The Art of Cold Calling and the Science of Email Prospecting
 

Lead Generation: The Art of Cold Calling and the Science of Email Prospecting

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  • My name is Jon Miller, VP Marketing and co-founder at Marketo….Today, I’m thrilled to be joined by…I’m @jonmiller, and XYZ is ABC, so please feel free to engage with us during or after the presentation on Twitter using #HASHTAG
  • Please note that today’s webinar is being recorded. It will be available on-demand soon after the conclusion of the webcast.We will conclude today’s event with a Q&A session. Please feel free to submit your questions throughout and we will get to as many of your questions as we can. You can enter questions by typing your question in the box on the left-hand side of your screen.
  • Changed buyer
  • Four tactics
  • Needs to start with sniper focus on who you want. Initial attempts just asking Sales for target accounts was less effective. Reps needed a way to see the accounts in their territory, find the white-space, and then stack-rank the accounts based on attractiveness.We decided to build this into our CRM for two main reasons:Continuously updated with latest territory assignments and customer informationTrack activity against each account (history)Step 1: Bought the data – Catapult for 1 and 2Step 2: HierarchiesStep 3: Augment with the data we know – who uses SFDC, Eloqua, etc (mention Builtwith)Step 4: Account Score (very cool)Step 5: For each target account, work with data vendors to get contact informationNow we have foundation for successful campaigns
  • With ALL these tactics, the key is how we use Marketo Secret Sauce and Marketing Automation as a force multiplier to get more out of it than regular…For example, direct mail. SDR simply picks who they want in SFDC, adds them to MSI Campaign. Integration with Marketsync means package is sent, and as upon delivery, Marketo gets notified which sends a personalized email for the SDR and creates the task for them to call them. From there, a series of SLAs kick-off to ensure SDR maintains good follow-up, and the closed-loop reporting happens automatically so we see exactly how it works. Result from first few months are amazing: since automating it like this, we see 63% connect rate – 30X average for outbound. Plus 5% opp rate, and growing.
  • How do we run 40+ programs a month?Marketing automation makes it easy. For example, we run a roadshow series of events we call the Revenue Rockstar tour… 14 cities, two events in each (100-150 people for 3 hours, plus 10-15 execs for a breakfast). Each program comes with multiple landing pages, multiple campaigns, and more than a dozen emails for invites, reminders, follow-ups and so on. The complexity could be overwhelming, but using Marketo’s Program functionality, we can simply create the program one time. Then, when we are ready to use the next one, we simply clone the program and update the parameterized values called Tokens, e.g. the date, location, registration URL, and so on. Then, all the emails and landing pages automatically use those values – no additional effort is required!That’s an example of offline events… But we also do online events like webinars, where we get even more automation by integrating with the webinar provider so we automatically get the registration and attendee information. In fact, we have a total of 25 different program types – and have built best practice templates for type [including tradeshows, emails, display advertising, content syndication, and so on], so our program managers can simply clone the template each time… The result is we can run so many programs easily and efficiently!
  • You can do this simply by creating more content, but we’ve found it helps to push your message sometimes!
  • 18 triggers11 batches19 campaigns to manage the whole thing
  • Here’s how Marketo does it. Latent behaviors – interestActive behaviors – buying intent
  • Rolling Stones, “What’s Puzzling you....”Pink Floyd, “Comfortably Numb..”
  • My name is Jon Miller, VP Marketing and co-founder at Marketo….Today, I’m thrilled to be joined by…I’m @jonmiller, and XYZ is ABC, so please feel free to engage with us during or after the presentation on Twitter using #HASHTAG

Lead Generation: The Art of Cold Calling and the Science of Email Prospecting Lead Generation: The Art of Cold Calling and the Science of Email Prospecting Presentation Transcript

  • Lead Generation: The Art of Cold Calling and the Science of Email Prospecting © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • “Cold calling is broken not dead” Trish Bertuzzi CEO and Co-Founder @bridgegroupinc Page 2 © 2014 Marketo, Inc. @jonmiller
  • Speakers and Agenda Jon Miller VP and Co-Founder @jonmiller © 2013 Marketo, Inc. Marketo Proprietary and Confidential Kraig Kleeman Author, Speaker, Global Sales Strategist @Kraig_Kleeman
  • 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 Page 4 © 2014 Marketo, Inc. @jonmiller
  • Hi, I’m Jon Miller VP Marketing and Co-Founder 1. My first child was born the same month that we incorporated Marketo 2. Born in Ethiopia 3. Studied Physics at Harvard, captain of highschool debate team and newspaper staff 4. I have a top secret “Q” clearance from DOE @jonmiller Page 5 © 2014 Marketo, Inc. @jonmiller
  • Source: The Corporate Executive Board Company, “The Digital Evolution in B2B Marketing,” 2012. Page 6 © 2014 Marketo, Inc. @jonmiller
  • Page 7 © 2014 Marketo, Inc. @jonmiller
  • Technology and Tactics Page 8 © 2014 Marketo, Inc. @jonmiller
  • Data Accounts Contacts Page 9 © 2014 Marketo, Inc. @jonmiller
  • Air Cover: Customize Web and Display Page 10 © 2014 Marketo, Inc. @jonmiller
  • Direct Mail 1. Rep Selects Leads/Contacts to Target, Hits Add to Marketo Campaign Page 11 © 2014 Marketo, Inc. @jonmiller
  • Direct Mail 2. Rep Chooses the Campaign Page 12 © 2014 Marketo, Inc. @jonmiller
  • Direct Mail 3. Package is Automatically Sent Page 13 © 2014 Marketo, Inc. @jonmiller
  • Direct Mail 4. Upon Delivery, Personalized Email Sent, Tasks Created for Call Page 14 © 2014 Marketo, Inc. @jonmiller
  • Direct Mail 5. SLA reminders for follow-on calls Page 15 © 2014 Marketo, Inc. @jonmiller
  • Direct Mail Results: 21% Connect Rate, 9% Opportunity Rate Page 16 © 2014 Marketo, Inc. @jonmiller
  • Events Set and Use Tokens Clone to Reuse Page 17 © 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 Page 18 © 2014 Marketo, Inc. @jonmiller
  • 1. BUYING STAGES 2 • Early: Be a Better Marketer 3 • Mid: Why Marketing Automation • Late: Why Marketo • Customer: Success 2. BUYING PROFILES • Marketing, Sales, Exec Page 19 © 2014 Marketo, Inc. @jonmiller
  • Page 20 © 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 • Pricing pages: +10 • Watch demos: • +5 overview • +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for branded keyword “Marketo” +8 Get The “Definitive Guide to Lead Scoring” http://marketo.com/DG2LS Page 21 © 2014 Marketo, Inc. @jonmiller
  • Stars and Flames show priority Full list of Interesting Moments Page 22 © 2014 Marketo, Inc. @jonmiller
  • Lead with FACT-BASED Research Lose the Sales Stench Deadlines Really Work Enter the NO PRODUCT ZONE Topics, Trends, Metrics & Outcomes Create a Sense of Urgency Avoid Politeness at the EXPENSE OF PERSUASION S © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Agenda There’s Only One Way to Cold Call Scripts / Tactics / Outcomes Optimally Leverage Wages Final Words of Motivation S © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Value-Proposition Cold Call Admin Hello. This is Mr. Williams’ office. 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? Easy Out Sales Resistance 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. Results 0 / 331 Value-Prop Language Sales Stench
  • Lead with Research Cold Call Admin Hello. This is Mr. Williams’ office. Seller Is he in? Admin No he isn’t. Seller Do you keep his calendar? It’s all about the calendar Assumptive Based Selling 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? Appropriate the Alternative Close Admin What is this regarding? Seller The topic is Optimizing Agent Retention and Improving Agent Productivity… Lead with Research Results • 1,680 Briefings • $30M Forecasted Revenue • $10MM Net New Licensing Revenue Deadlines Really Work
  • RESULTS: Optimizing Agent Retention and Improving Agent Productivity S © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Trends Driving World-Class Finance Organizations RESULTS: Eliminating Headcount of 5 Growing Headcount to 30 $679,000 Deal in 90 Days of Cold Call Abandoned Trade Shows, Online Marketing Spends S © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Trends Driving World-Class Mobile Workforce Management Smarter Connections RESULTS: S © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Optimizing Medical Records to Drive Clinical & Financial Outcomes S © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Leveraging Wages with Excellence Assessment Category Description / Importance Topical Relevance Word Selection Elapsed Time of Sale Research Gift Mix / Equipping 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 Process / Workflow / Architecture *Revenue Six Sigma Concept Profound Capture Trends and Metrics Report, Kraig Kleeman.com
  • Competence Transcends Age  Youth is an Exceptional Asset  Wisdom is a Vital Asset S © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Introducing The Definitive Guide to Lead Generation 150+ pages of lead generation awesomeness! 1/15/2014 Page 33 © 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 Page 34 © 2014 Marketo, Inc. @jonmiller
  • Questions? Jon Miller VP and Co-Founder @jonmiller © 2013 Marketo, Inc. Marketo Proprietary and Confidential Kraig Kleeman 800.654.7887 kraig@kraigkleeman.com www.kraigkleeman.com