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Lead Generation Best Practices: Outsourcing Inbound & Outbound
Your outsourcing recipe for success. Common misconceptions & setting realistic expectations. When outsourcing is an appropriate resource and when it isn't. How to effectively scale an outsourced strategy during critical growth stages.
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Lead Generation Best Practices: Outsourcing Inbound & Outbound
- 1. Outsourcing LeadGeneration BestPractices #salesIQ
- 2. YOUR HOST Aaron“air” Ross / @motoceo #1 Bestselling Author, Speaker and Strategist Aaron continues to reshape outbound sales teams with his approach outlined in Predictable Revenue, which Inc Magazine calls “The Sales Bible of Silicon Valley." Aaron built outbound sales at salesforce.com resulting in an added $1 billion in revenue.
- 3. PREDICTABLE REVENUE Award-Winning #1 Bestseller ! ! Called “The Sales Bible Of Silicon Valley”
- 4. YOUR PRESENTERS EricMacColl! Director of Marketing, Scripted Scripted's mission is to better the quality of written content on the Internet by helping businesses create it at scale. While Eric enjoys all aspects of marketing and business development, he comes from a digital marketing background from his time at iProspect. Anand Kulkarni! Founder and CEO, LeadGenius By combining the power of people, technology, and data, LeadGenius enables growing companies to quickly and easily scale their outbound prospecting campaigns. ! As a former mathematician and National Science Foundation fellow at UC Berkeley, Anand developed new techniques to outsource and crowdsource work reliably and at scale.
- 5. JOIN THE CONVERSATION @LeadGenius #salesIQ
- 6. TODAY YOU WILLLEARN HOW TO 1 2 3 Triple your sales with predictable lead ! generation. Produce compelling content that drives! engaged traffic with outsourced inbound ! marketing. Repeatedly generate consistent sales ! through virtual outbound prospecting.
- 7. Aaron Ross TRIPLEYOUR SALES Create predictable, scalable revenue.
- 8. Aaron Ross FATALMISTAKE fatal mistake: growing revenue by hiring salespeople
- 9. Aaron Ross 3TYPES OF LEAD GEN Even with a perfect sales process or big sales team, if your lead gen is crummy, you’ll struggle With great leads, you can get everything else wrong and still do well There are 3 types of leads
- 10. Aaron Ross LEADGEN Seeds, Nets & Spears
- 11. Aaron Ross SEEDS Seeds: Turn Your Funnel into an Hourglass
- 12. Aaron Ross NETS Nets: Example Marketing Funnel
- 13. Aaron Ross Spears Spears: Example Outbound Funnel
- 15. Aaron Ross SALESSHOULDN’T PROSPECT Why? They aren’t any good at it They don’t like it It’s not repeatable
- 16. Aaron Ross SPECIALIZEDSALES ROLES Specialize your four core sales roles.
- 17. OUTSOURCING YOUR INBOUND MARKETING SCRIPTED.COM
- 18. Seeds Nets Spears SCRIPTED.COM NETS Spears, Seeds, and NETS Inbound leads from Marketing
- 19. SCRIPTED.COM CONTENT FORMATS Inbound Marketing
- 20. Don’t Create ContentJust To Create Content SCRIPTED.COM IDEA GENERATION Know This First: Your Brand Content Creation Your Audience Timing
- 21. SCRIPTED.COM MESSAGING Contentis not just to get people to your website:
- 22. SCRIPTED.COM MESSAGING LATESTAGE Sales & Revenue MID STAGE Lead Gen & Subscriptions EARLY STAGE Engagement & Reach
- 23. SCRIPTED.COM SUCCESS Successfor Scripted’s Content Engagement Qualified Leads
- 24. SCRIPTED.COM SCALING SCRIPTED Scaling Content With Outsourcing
- 25. SCRIPTED.COM CONTENT TEAM What Are Marketers Outsourcing?
- 26. SCRIPTED.COM CONTENT TEAM Strategy, Writing and Editing Are Different Planning Writing Promoting Publishing Editing Content strategists need to focus on their core audience and maintain an editorial calendar.
- 27.
- 28. Know these beforeoutsourcing to writers: SCRIPTED.COM COMMUNICATE 1. Industry – what do your writers need to know?! 2. Topics and titles – do you need ideas?! 3. Examples on your blog or blogs to emulate?! 4. Tone – style guide?! 5. Budget! 6. Timeline/Editorial Calendar
- 29. SCRIPTED.COM SCRIPTED SCALING What Type Of Content Is Easiest To Outsource? Thought-leadership Long-form content Newsworthy/trend content Evergreen content
- 30. SCRIPTED.COM SCRIPTED SCALING Small Team, Big Content Team! • Content Manager! • Content Editor! ! Volume! • 50+ pieces of content published per month! ! Content! • Blog Posts! • Guest Posts! • White Papers! • Slideshares! • Webinars! ! Content Creation In-House 20% 80% Outsource to Scripted Writers
- 31. SCRIPTED.COM SCRIPTED SCALING Efficiency of External Writing Teams Editorial Calendar Submit Guidelines ! Content Written Review Content Measure and optimize Measure Publish/ Promote Plan content 4 weeks in advance 30+ pieces of content written in 5 to 10 days 3 to 5 days of review and editing Promote across relevant channels immediately
- 32. GENERATE CONSISTENT SALES! THROUGH VIRTUAL OUTBOUND PROSPECTING
- 33. Seeds SPSEPAEARRSS Nets LeadGenius.com SPEARS OutSbeoedusn, dNe ltes,a adnsd SfrPoEmAR SS ales ! The Good: Predictable results, often pinpointing specific executives. ! The Bad: Not profitable for small deals or customers. ! Hard to scale exponentially. You need $$ to hire sales associates.
- 34. Specialized, scalable rolesat each stage LeadGenius.com OUTBOUND FUNNEL Prepare Prospect Close
- 35. LeadGenius.com DATA +TECHNOLOGY + PEOPLE You can now… 1) Find and rank every potential qualified customer in the entire country (with no developers!)! 2) Figure out relevant data about each of those customers 3) Write each one of those customers a personalized message from a salesperson
- 36. Define your idealcustomer! and mind the web. LeadGenius.com
- 37. LeadGenius.com PREPARE: CUSTOMER PERSONA Define your target customer! Meet Fred, Operations Manager Image source: Hubspot
- 38. LeadGenius.com PREPARE: MINDTHE WEB Avoid low quality sources… Data.com Dunn & Bradstreet Find decision makers… There are 21,708,021 American businesses 6,049,655 businesses w/ >1 person Your customers are listed in… Yelp (47M establishments) LinkedIn (2M Companies) CrunchBase (650K Companies) AngelList (289K Companies) GO STATE BY STATE or CITY BY CITY and vertical by vertical
- 39. Build a teamand test! your approach. LeadGenius.com
- 40. Find people here: Craigslist (DIY) oDesk/Elance (DIY) Freelancer (DIY) Job Boards (DIY) TaskUs (managed) LeadGenius (managed) LeadGenius.com SCALE: BUILD A TEAM Leadgen: go global! Outreach and QA: stick to US Start with: 1 leadgen staffer 1 outreach staffer 1 manager/QA (!!!)
- 41. Equip your virtualSDRs with sales intelligence solutions LeadGenius.com SCALE: EQUIP YOUR TEAM Give researchers: LinkedIn Premium Google Spreadsheets Import.io Rapportive Toofr (verification) Give prospectors: LinkedIn Premium Yesware or Streak or Tout Salesforce/CRM access Total cost: <$200
- 42. Make it acustom, handwritten email. LeadGenius.com PROSPECT: CRAFT THE PITCH From: anand@leadgenius.com To: sarah@hotlead.com Subject: We have a few SDRs ! Hi Sarah, ! Our mutual friend Michael Jameson mentioned you were hiring SDRs. I wanted to see if we might be able to help you scale your team. LeadGenius has a few extra SDRs we can push your way. Let me know if you’d like to chat on Tuesday afternoon – we were able to replace 2 SDRs at ExistingClient last month and they saw a 30% boost in lead flow as a result. BTW, congrats on your recent round! ! Send it from your salesperson. Short and sweet wins! Don’t be salesy… be helpful and solve a real problem. Social proof and quantitative outcomes. Double-Tap: LinkedIn profile view on the same day
- 43. Targeted Content ImmediateResponse Multiple Touches LeadGenius.com PROSPECT: ADVANCED MESSAGING Interested? Here are 3 times that work for me! Here’s more information! Check back later. Specific question Automatically schedule a follow-up mail From: anand@leadgenius.com To: sarah@hotlead.com Subject: We have a few SDRs ! Hi Sarah, ! Our mutual friend Michael Jameson mentioned you were hiring SDRs. I wanted to see if we might be able to help you scale your team. LeadGenius has a few extra SDRs we can push your way. Let me know if you’d like to chat on Tuesday afternoon – we were able to replace 2 SDRs at ExistingClient last month and they saw a 30% boost in lead flow as a result. BTW, congrats on your recent round! !
- 44. Measure your ROI. LeadGenius.com
- 45. LeadGenius.com INCREASED CONVERSIONS Immediate responses! from decision ! makers.
- 46. LeadGenius.com MEASURING PERFORMANCE Cost per lead Leads per week Emails per week Handoffs per week
- 47. Ideal customer profile. LeadGenius.com
- 48. LeadGenius.com IDEAL CUSTOMER B2B tech companies (all sizes). You know your target customer and unique! value proposition. You’ve consistently sold your product/service. You have at least one sales professional.
- 49. Goals & Expectations. LeadGenius.com
- 50. LeadGenius.com REALISTIC EXPECTATIONS When working with our ideal customer, we like to see… 1 researcher + 1 manager generate 600 leads per week 1 writer writes 600 templates per week 10% response = 10 leads per day
- 51. Scaling outbound checklist. LeadGenius.com
- 52. LeadGenius.com CHECK EACHBOX Define your target audience and know your customer ! personas well. Gather a list of highly targeted prospects to contact based ! on your qualification criteria. Create a consistent process for doing outbound outreach. Craft highly relevant and targeted email messages; then ! measure open and response rates. !! !! !! !!
- 53. Questions? air@predictablerevenue.com eric@scripted.comanand@LeadGenius.com Tell us what’s working for you. Our Head of Marketing would love to hear from you: Lena@LeadGenius.com or @LenaShaw
- 54. Thank you! Slideswill be available via download.