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Building a Lean, Mean,
Lead Generating Machine
with outbound prospecting
Mark Colgan

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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
taskdrive.com

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Mark Colgan
INTRODUCTION
taskdrive.com
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

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Outbound prospecting
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Outbound prospecting
DEFINITION
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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.

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Just one lead generation strategy
➔ SEO
➔ SEM
➔ Inbound / Content Marketing
(blog posts, ebooks, reports)
➔ Social Media
➔ Events / Happy Hours /
Seminars / Workshops
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➔ Email Marketing
➔ Webinars / Summits
➔ Affiliate / Referral Partners
➔ Outbound Prospecting
➔ Customer referrals / reviews
➔ Side project (Hubspot
Webinar Grader)

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Part of the sales process
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Lead Generation
Research,
prospect, outreach
Customer Fulfillment
Deliver, nurture,
customer success
Lead Conversion
Sales call, demo,
qualify, trial, close
03
01 02

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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
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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.
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Building your lead generation
machine
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Building your lead generation machine
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Planning Research Message Launch

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Stage 1: Planning
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Ideal Customer Profile
PLANNING
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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?

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Buyer Persona
PLANNING
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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?

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We buy to satisfy one of
two main needs
PLANNING
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Avoid pain, or a loss Gain pleasure

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Find the Pain Points
PLANNING
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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

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Campaigns
PLANNING
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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

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Prepare Outreach Email
PLANNING
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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.

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Stage 2: Research
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Personalization
RESEARCH
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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

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Personalization datapoints
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Without personalization
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With personalization
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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.

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Not quite
24taskdrive.com
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.

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Merge Tags for Personalization
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Data Sources
RESEARCH
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➔ LinkedIn
➔ Clutch.co
➔ Directories
➔ Google maps
➔ Podcasts
➔ DiscoverOrg*
➔ SimilarTech*
➔ Facebook groups
* paid database
➔ DataNyze*
➔ Supplier pages
➔ Event websites
➔ Google Search
➔ ZoomInfo*
➔ Job boards
➔ DataNyze*

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Lead Sourcing
RESEARCH
taskdrive.com
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

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Lead Sourcing Playbooks
RESEARCH
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➔ 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
mark@taskdrive.com with the
word “Playbooks” in the subject

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The In-Market
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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
seamless.ai
This is also useful for content
distribution / backlink
building.
Description:

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The Currently Hiring
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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:

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The New Role
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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 seamless.ai to locate
contact information.
Description:

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The New Role
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The Reverse IP
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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:

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The New Technology
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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:

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Collate, organise & validate
RESEARCH
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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. neverbounce.com
b. snov.io
c. cleanify.io
4. If you’ve hired a VA to do this for you...who is checking
their work? It needs to be double checked.

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Stage 3: Messaging
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Cadences
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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

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Selecting media / channels
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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

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Selecting media / channels
MESSAGING
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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!

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Cadence Example
MESSAGING
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3 Golden Rules for
Compelling Emails (+ 1)
MESSAGING
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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

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Elements of a cold email
MESSAGING
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1. Subject line
2. Opening sentence(s)
3. Main body
4. CTA

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Subject Lines
MESSAGING
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Get them to click the email and open it.

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Subject Lines
MESSAGING
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Get them to click the email and open it.

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Subject Lines
MESSAGING
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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?

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Opening Sentences
MESSAGING
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➔ 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.

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Opening Sentence Example - Gong.io
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Opening Sentence Example - Chorus
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LinkedIn intro - FunnelFox
MESSAGING
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Main body
MESSAGING
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➔ 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

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CTA
MESSAGING
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“{{ name }}, would you be interested in
finding out more?”
“{{ name }}, is this something that is
important for you at the moment?”

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Messaging: Example - LeadIQ
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Messaging: Example - Hubspot
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Handling responses
MESSAGING
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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.

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The money is in the follow up
MESSAGING
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Most sales people give up after 4 touches
It can take 18 touches to generate a response from a cold prospect

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Follow up best practices
MESSAGING
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➔ Provide added value
➔ Arouse curiosity
➔ Should be personalized
➔ Must be spread over time

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Follow up do’s & don'ts
MESSAGING
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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

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Messaging: Example - LeanData Email 1

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Messaging: Example - LeanData Email 2
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Messaging: Example - LeanData Email 3
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Messaging: Example - LeanData Email 4
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Messaging: Example - LeanData Email 5
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Example -
LeanData
MESSAGING
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Example -
LeanData
MESSAGING
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Example -
LeanData
MESSAGING
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Further Reading
MESSAGING
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➔ Blissful Prospecting - REPLY Method
➔ Criminally Prolific - 26 Cold Email
Examples Broken Down
➔ Becc Holland - Flip the Script

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Stage 4: Launch (and Optimise)
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Technology
LAUNCH
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Email Outreach:
Sales Enablement:

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Technology
LAUNCH
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Video:
Personalized
Experiences:

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Launch: Setup
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Measurement and Reporting
LAUNCH
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Open rate
60%
Reply Rate
45%
Conversion Rate
20%
Closed Won
50%

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Typical Results
LAUNCH
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➔ 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

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Repeat
Learn, iterate, repeat.
Once you get this right for one
campaign, the process is more or
less the same for all campaigns.
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Scaling your outbound efforts
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Run multiple campaigns...
TASKDRIVE
taskdrive.com
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)

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Example -
Social Content
MESSAGING
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60 sent
30 replies
12 meetings
2 sales (so far 👊)

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Building your lead generation machine
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Planning Research Message Launch

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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!
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79.
Thank You
👇
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and links mentioned
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