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Building a lean, mean, lead generating machine with outbound prospecting

In this presentation, we’ll be taking a deep dive into how Prospecting fits into the Outbound Sales process and how SaaS founders, entrepreneurs, and freelance/consultants can design and deploy their own Lead Generation Machines to build a repeatable and scalable sales process.

To build a Lean, Mean, Lead Generating Machine we will cover:

1. The importance of developing your Ideal Customer Profile and Buyer Personas
2. Adding personalization through research
3. Crafting compelling messaging
4. Selecting the correct cadence for outreach
5. The tools and setup required to build your lead generating machine

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Building a lean, mean, lead generating machine with outbound prospecting

  1. 1. Building a Lean, Mean, Lead Generating Machine with outbound prospecting Mark Colgan
  2. 2. 2 What we will cover today 1. What outbound prospecting is and how it fits into sales process 2. The 4 stages of building your lead generating machine (with examples) 3. How you can scale your outbound prospecting 4. Bonus tips and content
  3. 3. 3 Mark Colgan INTRODUCTION Over 11 years experience in Sales and Marketing: ➔ Studied Marketing at Uni ➔ First job - Recruitment / Sales ➔ Moved into Marketing ➔ Early retirement, traveled for 12 months ➔ B2B Sales and Marketing Consultant (remote) ➔ Chief Revenue Officer at TaskDrive
  4. 4. Outbound prospecting 4
  5. 5. 5 Outbound prospecting DEFINITION Outbound prospecting is a direct marketing channel, whereby you identify your target customers and then directly reach out to them and introduce them to your company, its products, and its services. The goal is usually to book a call or demo for your sales team. The goal is to start a conversation and become a trusted advisor.
  6. 6. 6 Just one lead generation strategy ➔ SEO ➔ SEM ➔ Inbound / Content Marketing (blog posts, ebooks, reports) ➔ Social Media ➔ Events / Happy Hours / Seminars / Workshops ➔ Email Marketing ➔ Webinars / Summits ➔ Affiliate / Referral Partners ➔ Outbound Prospecting ➔ Customer referrals / reviews ➔ Side project (Hubspot Webinar Grader)
  7. 7. 7 Part of the sales process Lead Generation Research, prospect, outreach Customer Fulfillment Deliver, nurture, customer success Lead Conversion Sales call, demo, qualify, trial, close 03 01 02
  8. 8. 8 Will outbound work for you? Usually if: ➔ You can articulate your value proposition ➔ High-quality productsservices ➔ You can scale your delivery of the service / product ➔ You’ve already sold to other customers (outside of friends and family) ➔ Your average order value is around $1000 per year ➔ You have someone internally who can close the deals you generate
  9. 9. 9 To succeed with outbound prospecting in 2019 you need to: ➔ Offer value, give without expecting anything in return ➔ Understand the buyer's journey awareness, consideration, decision ➔ Realize that the buyer's journey has changed significantly but a salesperson’s role hasn’t. ➔ Only 3% of your market are actively buying at any one time.
  10. 10. Building your lead generation machine 10
  11. 11. 11 Building your lead generation machine Planning Research Message Launch
  12. 12. Stage 1: Planning 12
  13. 13. 13 Ideal Customer Profile PLANNING What types of companies are you targeting? In order to define the types of companies you are targeting you should consider the following filters: ➔ Revenue or Funding ➔ # of employees ➔ Location ➔ Industry, Market ➔ Budget ➔ Technologies they might be using The best way to create accurate buyer personas and ICPs is to look at your existing customers. Look at existing sales, at prospects already in the funnel. What do they have in common? What pain points do they share?
  14. 14. 14 Buyer Persona PLANNING Who is the decision maker you are trying to reach out to? Define your buyer/decision maker taking into account the following criteria: ➔ Job Title ➔ Seniority ➔ Location ➔ Challenges and motivations ➔ Where they spend time online ➔ What communities they belong to The best way to create accurate buyer personas and ICPs is to look at your existing customers. Look at existing sales, at prospects already in the funnel. What do they have in common? What pain points do they share?
  15. 15. 15 We buy to satisfy one of two main needs PLANNING Avoid pain, or a loss Gain pleasure
  16. 16. 16 Find the Pain Points PLANNING Show prospects how your product or service will help them avoid that pain, or loss ➔ Speak with existing customers / prospects ➔ Speak with your sales team ➔ Look at job descriptions
  17. 17. 17 Campaigns PLANNING The same message to multiple personas won’t work. So you need to segment your prospects into smaller campaigns - which helps personalise the message better too. Examples of campaigns: ➔ Location ➔ Industry ➔ Job titles / seniority ➔ Company updates ➔ Industry updates ➔ Current events
  18. 18. 18 Prepare Outreach Email PLANNING Use a spare domain, not your main domain. 1. Setup email including DNS settings 2. Personalize your account 3. Use the account like normal 4. Send a small amount of emails to begin with DO NOT Send 100’s of emails per day on a new domain - you’ll land in spam.
  19. 19. Stage 2: Research 19
  20. 20. 20 Personalization RESEARCH You’re emailing a person, not a prospect. Individual - Contact details, job title, recent social activity (posts, updates, job anniversaries etc), authored content, interests etc Persona - Current objectives, challenges, motivations, fears, day to day roles, skills, tools they use, online publications, relevant content etc Account / Industry - Revenue, address, industry, case studies, recent news, awards won, technology used, employee numbers, M&A activity, funding etc
  21. 21. Personalization datapoints
  22. 22. Without personalization
  23. 23. With personalization Hi Mark, How was your spinach and feta, three egg omelette this morning? I noticed on Facebook that you like the page “Keep looking at my F'ing red trousers”. I also saw on YouTube that you like a lot of dog videos. So here’s a picture of a dog in red trousers, just for you.
  24. 24. Not quite Hi Mark, How was your spinach and feta, three egg omelette this morning? I noticed on Facebook that you like the page “Keep looking at my F'ing red trousers”. I also saw on YouTube that you like a lot of dog videos. So here’s a picture of a dog in red trousers, just for you.
  25. 25. Merge Tags for Personalization
  26. 26. 26 Data Sources RESEARCH ➔ LinkedIn ➔ ➔ Directories ➔ Google maps ➔ Podcasts ➔ DiscoverOrg* ➔ SimilarTech* ➔ Facebook groups * paid database ➔ DataNyze* ➔ Supplier pages ➔ Event websites ➔ Google Search ➔ ZoomInfo* ➔ Job boards ➔ DataNyze*
  27. 27. 27 Lead Sourcing RESEARCH Might be out of date and others may have purchased this data and spammed them in the past Focus on trigger events - moments when a prospect is likely to make a buying decision. Also can be updated on a regular basis. Build vs Rent / Buy Static vs Dynamic
  28. 28. 28 Lead Sourcing Playbooks RESEARCH ➔ B2B List Building ➔ Web/Data Scraping ➔ Events ➔ Social Expansion ➔ Competitor’s Customers ➔ New Hires / New Role ➔ Reverse IP Lookup ➔ Technographics / New Technology Installed ➔ Fundraising / M&A Activity ➔ Reviews ➔ Audience Expansion ➔ Q&A Platforms ➔ Podcasts ➔ Mentions & Keyword Monitoring ➔ Broken Link ➔ Process Clone with the word “Playbooks” in the subject
  29. 29. 29 The In-Market Look for competing or complementary products to yours and identify those that are likely to be interested in your product. You could use TexAu to collect the information and enrich via LinkedIn and This is also useful for content distribution / backlink building. Description:
  30. 30. 30 The Currently Hiring Companies that are currently hiring are investing in the growth of their business (and revenue). If your product can help with that, then this is a good time to contact them. Use LinkedIn to save a search of key job roles. Equally sign up for job alerts on other websites. Description:
  31. 31. 31 The New Role When a prospect starts a new role they are more likely to make purchasing decisions. Use LinkedIn to save searches and view prospects that have started a new role. Use to locate contact information. Description:
  32. 32. 32 The New Role
  33. 33. 33 The Reverse IP When contacts are viewing your website they might be interested in your product. Use a tool like Albacross to identify which companies are on your website. Then use LinkedIn and LeadIQ to identify the contacts who meet your buyer personas. Description:
  34. 34. 34 The New Technology Save an alert for key technology installs from platforms like SimilarTech or Datanyze. When this happens, research the correct persona and find their contact details. Use this as the trigger for your outreach. Description:
  35. 35. 35 Collate, organise & validate RESEARCH 1. Collect all the data together and organise it into campaigns 2. If you are using merge tags for personalization, make sure these are setup correctly (each email outreach software is different). 3. Validate the emails: a. b. c. 4. If you’ve hired a VA to do this for you...who is checking their work? It needs to be double checked.
  36. 36. Stage 3: Messaging 36
  37. 37. 37 Cadences A sales cadence is a complex strategy which molds to your target audience needs and can encompass all or some of six communication media: phone, voicemail, text message, social media, email, and direct mailing. - Inside Sales It can also be called a sequence or follow up sequence MESSAGING
  38. 38. 38 Selecting media / channels With transactional sales, short sales cycles and small deal sizes, you can use email and social. With relational sales, longer sales cycles and larger deal sizes, you can start with email or social and follow with more communication like the phone, video, direct mail and personalized experiences. Use the channels your prospects use. MESSAGING
  39. 39. 39 Selecting media / channels MESSAGING Channel <$1000 $1000 - $5000 $5000 - $10000 $10000 - $50000 $50000 - $100000 > $100000 Email ✔ ✔ ✔ ✔ ✔ ✔ Social ✔ ✔ ✔ ✔ ✔ ✔ General Video ✔ ✔ ✔ ✔ ✔ ✔ Phone/Voicemail ✖ ✔ ✔ ✔ ✔ ✔ Direct mail ✖ ✖ ✔ ✔ ✔ ✔ Personalized video ✖ ✖ ✖ ✔ ✔ ✔ Personalized chat / landing pages ✖ ✖ ✖ ✖ ✔ ✔ Mariachi band ✖ ✖ ✖ ✖ ✖ Hell Yeah!
  40. 40. 40 Cadence Example MESSAGING
  41. 41. 41 3 Golden Rules for Compelling Emails (+ 1) MESSAGING 1. It is not about You! It is about them 2. You want to start a conversation 3. Play the long game and become a trusted advisor 4. Hire a copywriter
  42. 42. 42 Elements of a cold email MESSAGING 1. Subject line 2. Opening sentence(s) 3. Main body 4. CTA
  43. 43. 43 Subject Lines MESSAGING Get them to click the email and open it.
  44. 44. 44 Subject Lines MESSAGING Get them to click the email and open it.
  45. 45. 45 Subject Lines MESSAGING Get them to click the email and open it. People aren’t going to buy the product based on your subject line. You only need to create enough curiosity so the email gets opened ➔ Personal ➔ Short ➔ Curiosity ➔ Offer value Sample subject lines: “[{{name}} -if you’ve got it, haunt it.” “Quick question” “New {{location}} office” “{{name}} How do you do it?
  46. 46. 46 Opening Sentences MESSAGING ➔ Sentence #1: Get the prospect's attention, prove you did research. ➔ Sentence #2: Tie that into your product value proposition. ➔ Make the first sentence as much about them as possible. ➔ Customizing only the first two sentences dramatically cuts down the time it takes to customize email sequences.
  47. 47. 47 Opening Sentence Example -
  48. 48. 48 Opening Sentence Example - Chorus
  49. 49. 49 LinkedIn intro - FunnelFox MESSAGING
  50. 50. 50 Main body MESSAGING ➔ Focus on the pain point ➔ Resist the urge to pitch your product ➔ Utilise specific/relatable social proof ➔ Do not list features ➔ Paint a picture of their life without the pain ➔ Make it relevant to them
  51. 51. 51 CTA MESSAGING “{{ name }}, would you be interested in finding out more?” “{{ name }}, is this something that is important for you at the moment?”
  52. 52. 52 Messaging: Example - LeadIQ
  53. 53. 53 Messaging: Example - Hubspot
  54. 54. 54 Handling responses MESSAGING Handle replies coming from your cold emails in a timely manner. This will significantly increase your chances to get a demo / meeting. You just managed to get somebody’s attention, in a few minutes and you could lose it forever.
  55. 55. 55 The money is in the follow up MESSAGING Most sales people give up after 4 touches It can take 18 touches to generate a response from a cold prospect
  56. 56. 56 Follow up best practices MESSAGING ➔ Provide added value ➔ Arouse curiosity ➔ Should be personalized ➔ Must be spread over time
  57. 57. 57 Follow up do’s & don'ts MESSAGING Do ➔ Share content ➔ Remove people when they request it ➔ Be concise and transparent ➔ Choose the right time ➔ Do it often, up to 5-7 times ➔ Add a clear call-to-action to your emails Don’t ➔ “Bump the email to the top of the inbox” ➔ Make them feel bad for not replying ➔ Take rejection personally
  58. 58. Messaging: Example - LeanData Email 1
  59. 59. 59 Messaging: Example - LeanData Email 2
  60. 60. 60 Messaging: Example - LeanData Email 3
  61. 61. 61 Messaging: Example - LeanData Email 4
  62. 62. 62 Messaging: Example - LeanData Email 5
  63. 63. Example - LeanData MESSAGING
  64. 64. Example - LeanData MESSAGING
  65. 65. Example - LeanData MESSAGING
  66. 66. 66 Further Reading MESSAGING ➔ Blissful Prospecting - REPLY Method ➔ Criminally Prolific - 26 Cold Email Examples Broken Down ➔ Becc Holland - Flip the Script
  67. 67. Stage 4: Launch (and Optimise) 67
  68. 68. 68 Technology LAUNCH Email Outreach: Sales Enablement:
  69. 69. 69 Technology LAUNCH Video: Personalized Experiences:
  70. 70. 70 Launch: Setup
  71. 71. 71 Measurement and Reporting LAUNCH Open rate 60% Reply Rate 45% Conversion Rate 20% Closed Won 50%
  72. 72. 72 Typical Results LAUNCH ➔ Send a template email = 1.5% reply rate ➔ Send a well researched, targeted email that's personalized at the account and contact level = 20% reply rate ➔ Include not only highly targeted emails, double tapping them with calls but continuing the cadence for at least 8 emails and at least 3 calls = 50% reply rate ➔ Doing all of that plus using your personality/creativity in your messaging, and video and/or direct mail = 70% reply rate ➔ Doing all of this plus building your personal brand on LinkedIn so your prospects know who you are and see you as an authority in the space you're selling into = 80% reply rate
  73. 73. Repeat Learn, iterate, repeat. Once you get this right for one campaign, the process is more or less the same for all campaigns.
  74. 74. Scaling your outbound efforts 74
  75. 75. 75 Run multiple campaigns... TASKDRIVE Attempts Media Duration Per Week Currently Recruiting 10 Social and Email 6 weeks 75 New Hire 5 Social and Email 12 weeks 60 Reverse IP 7 Email 3 weeks 50 Recent Funding 7 Social and Email 2 weeks 200 Social Content* 2 Social (some video) 1 week 60 (one-off)
  76. 76. Example - Social Content MESSAGING 60 sent 30 replies 12 meetings 2 sales (so far 👊)
  77. 77. 77 Building your lead generation machine Planning Research Message Launch
  78. 78. Conclusion ➔ Give first by offering value ➔ Find people ‘in-market’ and build dynamic lists ➔ Personalise your outreach to connect with the human ➔ Mariachi bands are awesome ➔ Have fun!
  79. 79. Thank You 👇 Click here for list of tools and links mentioned Get 25 free leads that exactly match your ICP /free-sample- lead-list/