Using Customer Success to Drive Lead Generation and List Building

1. Lead Gen & List Building Secrets Lincoln Murphy Sales Hacker Series Austin March 24, 2015

2. @lincolnmurphy

3. http://sixteenventures.com/saleshacker

4. What We’ll Cover Lead Generation vs. Lead Capture 1 2 Identify your Ideal Customer 3 Enter the Conversation 4 3 Secret Sales Hacks 5 Q& A

5. LEAD GENERATION VS. LEAD CAPTURE

6. 1. Generation = Creating Leads where there otherwise aren’t any. AKA Demand Generation. 2. Capture = Siphoning off some of the existing demand for yourself GENERATION VS. CAPTURE

7. STARTUPS VS. SMALL (EARLY) BUSINESS

8. 1. Innovative, creating a new product category (like Gainsight) 1. The Market Doesn’t (Really) Exist Yet 2. Disrupting a relatively established and staid market (Zenefits) • The Market Exists… but they don’t know it yet • They aren’t looking for you • They aren’t looking to change the status quo • If they do find you, the switching cost is high STARTUPS

9. • Requires Active Outreach to Drive Pipeline • Marketing Accelerates (backs-up) Process • It’s a Process • Educate the Market on the Concept • Get them to realize they need the Concept • Make them realize they need your offering (rather than other upstarts by now) STARTUPS REQUIRE LEAD GENERATION

10. • They may not (probably don’t) know you exist. • They’re not actively looking for you. • You have to come in and disrupt the status quo; get in front of them. • Help them realize that you can make their life better. • And even though they want you to exist… • now that you do, they may have some qualms about jumping on your ship. STARTUPS REQUIRE LEAD GENERATION

11. • Doing the same thing as every other company, but maybe better, faster or cheaper (pick 2!) • IRL: Restaurants, Yoga Studios • SaaS: Project Management, CRM, Accounting, etc. • Market Characteristics • They know they have a problem • They know there’s a solution • They are solving the problem somehow • They might know who you are • You know who they are NON-STARTUPS

12. • Demand Exists • Marketing and Inbound Can Drive Pipeline • People are actively searching for what you offer • Outreach Accelerates Growth! NON-STARTUPS CAN RELY ON CAPTURE

13. IDENTIFY YOUR IDEAL CUSTOMER

14. IDEAL CUSTOMER PROFILE Ready Willing Able Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential

15. IDEAL CUSTOMER PROFILE Remember, Ideal Customer is Situational Ready Willing Able Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential

16. SITUATIONAL AWARENESS Situational Awareness

17. IDEAL CUSTOMER PROFILE Ready Willing Able Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential

18. You can’t know what Marketing Channels, Pitch, Pricing, or Messaging to use until you are clear on your Ideal Customer Profile.

19. 1. Ideal Customer Profile 2. Persona Development 3. Empathy Mapping THE PROPER ORDER

20. Helps You Qualify the Company, NOT the Contact

22. ENTER THE CONVERSATION

23. Customer Success = “Helping your customers achieve their Desired Outcome through the use of your product.”

24. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937

25. Success = Their Desired Outcome

26. Success = Their Desired Outcome

27. At both the Company and Persona-level

28. 3 SECRET SALES HACKS

29. 1. Prospect Segmentation 2. Co-Outreach 3. Pre- & Retargeting 3 SECRET SALES HACKS

30. • Don’t treat all prospects the same • Don’t spray and pray • Segment by industry • Update the template every morning with something relevant if possible • Segment by revenue potential • Take time to research and customize for high-value customers • Emails Sent != Deals Closed or Revenue Generated 1. PROSPECT SEGMENTATION

31. • Find a company you don’t compete with that shares your Ideal Customer Profile • Get them to know, like, and trust you so they’ll want to introduce you to their customers • Identify some customers – maybe 10 or so – that would be perfect for the other company • Someone from each company will send an email to their to introduce the other company in a way that’s all about how that other company could help the customer 2. CO-OUTREACH

32. • Warm ‘em up • Content Distribution • Custom Audiences • Non-Sales Outreach • Keep ‘em warm • Retargeting • Nurturing • Progressive Profiling 3. PRE- & RETARGETING

34. @lincolnmurphy

35. Thank you!