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[Webinar] Give Your SDRs An Unfair Advantage with Predictive

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To view the full webinar replay, please visit:
http://www.mintigo.com/give-sales-development-reps-unfair-advantage-predictive/

Description:

Whether you are following an Account-Based Marketing (ABM) strategy or a traditional demand generation approach, employing a team of sales/business development reps (SDRs or BDRs) for teleprospecting is the new normal for almost every B2B sales and marketing organization.

In the early days of sales development — and even to this day — small armies of hungry yet inexperienced recent college graduates were tasked to complete hundreds of calls and voicemails per day with the goal of setting follow up meetings with potential prospects for their account executives. And because the positive outcome of these activities were generally low, it was a numbers game.

However, with today’s ever-expanding sales and marketing technology landscape, sales development teams can now utilize new technology tools to perform smarter, better and faster. One of these critical new technologies is predictive analytics and big data.

In this webinar, you’ll hear from industry thought leaders and experts from SiriusDecisions, Sales Hacker and Mintigo to hear how predictive insights and intelligence can be used to give your SDR team an unfair advantage over your competition.

You will learn:

- SiriusDecision’s 8-Factor Model for Teleprospecting/SDRs
- Why predictive is critical for target optimization
- How insights from predictive can enable SDRs to have great conversations with prospects
- Effective strategies for teleprospecting
- Tips on how to utilize intelligence about the account to create engagement

Speakers:
- Kerry Cunningham, Sr. Research Director of Demand Creation Strategies at SiriusDecisions
- Max Altschuler, Founder & CEO of Sales Hacker
- Tony Yang, VP of Demand & Marketing Ops at Mintigo

Published in: Business
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[Webinar] Give Your SDRs An Unfair Advantage with Predictive

  1. 1. Give Your Sales Development Reps An Unfair Advantage With Predictive Kerry Cunningham Sr. Research Director SiriusDecisions @KerrySirius Presented by: Max Altschuler CEO & Co-Founder Sales Hacker @MaxAlts Tony Yang VP Demand Gen Mintigo @tones810
  2. 2. House Keeping Audio Check
 Audio is delivered via your computer speakers
 Please let us know in the chat window if there are audio issues Webinar Replay Available We will send you a recording of today’s session afterwards Ask Questions In The Chat Window
 Ask questions at anytime & we will answer them during Q&A
  3. 3. Terry Flaherty Senior Research Director @Tdiddy Kerry Cunningham Senior Research Director @kerrycunningham How Predictive Gives LDRS An Unfair Advantage
  4. 4. Kerry Cunningham Senior Research Director @KerrySirius How Predictive Gives LDRS A Much Needed Assist
  5. 5. 5 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Outbound Prospecting in the State of Nature The life of mankind in the state of nature… solitary, poor, nasty, brutish and short Absent: •  Law •  Culture •  Governance You get: •  Chaos •  Feuds and warfare
  6. 6. 6 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Outbound Prospecting in the State of Nature The life of outbound prospectors in the state of nature… solitary, poor, nasty, thankless, unproductive and filled with rejection Absent: •  Precise targeting •  Strategic cadencing •  Integrated outreach •  LDR Enablement You get: •  Chaos •  Lost productivity •  Failure
  7. 7. 7 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Most Lead Development Calls are Ineffectual of live connects last less than 3 minutes 88% The average call with a decision-maker is just over 4 minutes 4.2 of outbound calls result in no progress toward qualifying a lead50%
  8. 8. 8 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Average Attempts to Produce A Lead - Outbound Call Attempts 0.00 10.00 20.00 30.00 40.00 Manager Director Vice President C-level In the data we examined, more effort was required to reach prospects higher in the organization.
  9. 9. 9 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Design Principles – The Desired End State Systematic | Measurable | Sustainable | Scalable • Connected to processes that precede and follow it • Planning • Process reviews • Diagnostic • Actionable • Repeatable processes • Execution according to plan • Balanced, consistent performance • Designed so average performer can succeed • Process replaces genius
  10. 10. SiriusPerspective: 10 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Management The Eight-Factor Model of Lead Development The most effective lead development organizations optimize around the eight key disciplines that comprise the function. Job Design Measurement DevelopmentSelection Culture TargetsExecution
  11. 11. SiriusPerspective: 11 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius The Evolution of Intelligent Outbound Prospecting Typical lead development is characterized by a lack of logic and science and an over- reliance on intuition and wishful thinking. Typical Lead Development Lead Dev With Predictive Planning • Poor target selection • Left up to LDRs, sales • Not fitted to goals • Predictive prospect selection • Leading indicators operationalized • Focus on accounts vs. contacts Preparation • Roll your own messaging and contact strategies • Multi-channel outreach • Prioritized lists, scientized cadences Execution • Person-focused contact strategies • One-size-fits-all messaging • Disciplined, fact-based cadences • Account-centric contact strategies • Individualized messaging Optimization • Management by anecdote • Outreach governed by yield curves • Propensity models optimize performance Planning Preparation Execution Optimization
  12. 12. SiriusPerspective: 12 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius The Evolution of Intelligent Outbound Prospecting Typical lead development is characterized by a lack of logic and science and an over- reliance on intuition and wishful thinking. Typical Lead Development Lead Dev With Predictive Planning • Poor target selection • Left up to LDRs, sales • Not fitted to goals • Predictive prospect selection • Leading indicators operationalized • Focus on accounts vs. contacts Preparation • Roll your own messaging and contact strategies • Multi-channel outreach • Prioritized lists, scientized cadences Execution • Person-focused contact strategies • One-size-fits-all messaging • Disciplined, fact-based cadences • Account-centric contact strategies • Individualized messaging Optimization • Management by anecdote • Outreach governed by yield curves • Propensity models optimize performance
  13. 13. SiriusPerspective: 13 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius The Evolution of Intelligent Outbound Prospecting Typical lead development is characterized by a lack of logic and science and an over- reliance on intuition and wishful thinking. Typical Lead Development Lead Dev With Predictive Planning • Poor target selection • Left up to LDRs, sales • Not fitted to goals • Predictive prospect selection • Leading indicators operationalized • Focus on accounts vs. contacts Preparation • Roll your own messaging and contact strategies • Multi-channel outreach • Prioritized lists, scientized cadences Execution • Person-focused contact strategies • One-size-fits-all messaging • Disciplined, fact-based cadences • Account-centric contact strategies • Individualized messaging Optimization • Management by anecdote • Outreach governed by yield curves • Propensity models optimize performance
  14. 14. SiriusPerspective: 14 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Integrated Marketing Increases Response Integrated, multi-touch marketing tactics not only drive warm inquiries, but also increase the likelihood that prospects will answer LDR calls. •  Mere exposure. A robust finding from the psychology of decisionmaking: Simply being exposed to a name or concept induces a sense of liking. Integrated demand creation tactics: Use ad targeting, social and email marketing to generate interest and responses. •  If using predictive to source leads, you may also be able to target the sourced leads directly. Display Advertising Responses are not the only reason to provide air cover.
  15. 15. SiriusPerspective: 15 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Integrated Marketing Increases Response Integrated, multi-touch marketing tactics not only drive warm inquiries, but also increase the likelihood that prospects will answer LDR calls. •  Mere exposure. A robust finding from the psychology of decisionmaking: Simply being exposed to a name or concept induces a sense of liking. Integrated demand creation tactics: Use ad targeting, social and email marketing to generate interest and responses. •  If using predictive to source leads, you may also be able to target the sourced leads directly. The Bieber Effect That song you hated but now hum to yourself… Responses are not the only reason to provide air cover.
  16. 16. SiriusPerspective: 16 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Deeper Dive: The Role of Predictive Five distinct predictive applications can be used to select and source high-propensity targets, and match them to marketing and sales tactics. OptimizationExecutionPreparationPlanning Lead Qual Prospecting Account- Based Predictive models •  Outbound •  Needs, Fit •  Intent •  Inbound •  Fit, Interest •  Account Monitoring •  Interest Select: MAP and SFA accounts, contacts 1 Prioritize: Accounts, contacts 3 Engage: Accounts for calls Enable conversations 4 Alert: Monitor target accounts, alert account teams 5 Machine learning continuously improves prospect models 2Source: Net new accounts, contacts Multi-touch, integrated tactics and programs •  Email •  Display •  Social •  Phone
  17. 17. SiriusPerspective: 17 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Deeper Dive: The Role of Predictive Five distinct predictive applications can be used to select and source high-propensity targets, and match them to marketing and sales tactics. OptimizationExecutionPreparationPlanning Lead Qual Prospecting Account- Based Predictive models •  Outbound •  Needs, Fit •  Intent •  Inbound •  Fit, Interest •  Account Monitoring •  Interest Select: MAP and SFA accounts, contacts 1 Prioritize: Accounts, contacts 3 Engage: Accounts for calls Enable conversations 4 Alert: Monitor target accounts, alert account teams 5 Machine learning continuously improves prospect models 2Source: Net new accounts, contacts Multi-touch, integrated tactics and programs •  Email •  Display •  Social •  Phone
  18. 18. 18 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Predictive signals should also drive playbooks for lead development and sales. Presentation to Sales Buying Cycle Activity Factor Where stage of the buying process?
  19. 19. 19 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Predictive signals should also drive playbooks for lead development and sales. Presentation to Sales Buying Cycle Activity Factor Fit - Target Persona Factor Where stage of the buying process? What are the needs of the buying organization and individuals involved?
  20. 20. 20 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Predictive signals should also drive playbooks for lead development and sales. Presentation to Sales Buying Cycle Activity Factor Fit - Target Persona Factor Interest Factor Where stage of the buying process? What are the needs of the buying organization and individuals involved? How much interest have they shown in us?
  21. 21. 21 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Predictive signals should also drive playbooks for lead development and sales. Presentation to Sales Buying Cycle Activity Factor Fit - Target Persona Factor Interest Factor Business Drivers Factor Where stage of the buying process? What are the needs of the buying organization and individuals involved? How much interest have they shown in us? Is the problem we might solve for them both important and urgent?
  22. 22. 22 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius The Difference Between a “Warm” Lead and Predictive Buying Cycle Activity Factor Fit - Target Persona Factor Interest Factor Business Drivers Factor Organization Perspective: The best prospects to call on have strong business drivers, fit, and are ready to take action.
  23. 23. 23 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius The Difference Between a “Warm” Lead and Predictive Buying Cycle Activity Factor Fit - Target Persona Factor Interest Factor Business Drivers Factor Organization Perspective: The best prospects to call on have strong business drivers, fit, and are ready to take action. Long-term client relationship
  24. 24. 24 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Factors to consider when thinking about a long-term relationship (LTR) The Difference Between a “Warm” Lead and PredictiveClichéddating analogy Life Circumstances Attractiveness Interest Health & Finances LTR
  25. 25. 25 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius The Difference Between a “Warm” Lead and PredictiveClichéddating analogy Life Circumstances Attractiveness Interest Health & Finances LTR Now Who do I want to ask out now? Hot! Into me!
  26. 26. 26 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius The Difference Between a “Warm” Lead and Predictive Best long-term Customers Most comfortable to call now Who do I want to call now? Buying Cycle Activity Factor Fit - Target Persona Factor Interest Factor Business Drivers Factor
  27. 27. 27 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius When lead recipients are used to a steady flow of prospects who are sort of attractive but clearly ‘into me’, you must work extra hard to bias their thinking toward the other important factors. The Difference Between a “Warm” Lead and Predictive
  28. 28. 28 © 2017 SiriusDecisions. All Rights Reserved@KerrySirius Action Items • Employ predictive to: •  Prioritize marketing generated leads •  Source net new high propensity targets •  Provide insights to SDRs that both INFORM their follow-up and MOTIVATE their best efforts
  29. 29. Predictive? AI? Machine Learning?
  30. 30. What is Predictive, AI & Machine Learning? Predictive analytics…allow B2B organizations to estimate in advance what is likely to happen as a result of marketing or sales actions. Predictive providers provide external data, which creates a more complete view of who prospects are and whether they are in the market for solutions. Statistics and advanced algorithms then detect patterns that identify buyers that otherwise would be invisible, and statistical modeling processes embedded within feedback loops enable machine learning. “The SiriusDecisions Predictive Application Evaluation Framework” Core Strategy Report AI is an umbrella term, a branch of computer science whereas machine learning, deep learning etc. are some of the methods and systems of enabling AI. Atul Kumar, Mintigo CPO article on MarTech Advisor
  31. 31. 1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1 1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 Ideal Customer Profile (aka “CustomerDNA™”) Customers
 (“Positives” List) Prospects Predictive Models/ Machine Learning Signals From The Web (i.e., tech, org/hiring, financials, intent, etc.) How Predictive Modeling Works
  32. 32. Ideal Customer Profile (aka “CustomerDNA™”) 1st Application: Predictive Scoring •  Revenue:(Above($1B( •  Industry:(So6ware(&( Manufacturing( •  Marke@ng(Tools:( Marketo,(Marin( So6ware( •  Web:(WordPress,( Google(Analy@cs,(Alexa( Rank:(<(100K( •  PPC(Spend:(Above($5K( •  CDN:(Akamai( •  CRM:(MS(Dynamics( •  Hires(Demand(Gen( roles( •  Intent:(marke@ng( technology,(demand( gen( ((((…( Initech Corp. Aviato Inc. Cyberdyne Systems Predictive Score 75 or Rank B Predictive Score 54 or Rank C Predictive Score 92 or Rank A
  33. 33. But There’s Value In The Data From Predictive Models! 5X# “Non-Intuitive” Insights
  34. 34. Predictive Intelligence Drives Relevant Offers
  35. 35. Predictive Data Can Drive Email Offers & Nurture Programs
  36. 36. Predictive Data Can Drive Targeted Display Ads
  37. 37. That’s great for Marketing, 
 but what about for
 Sales & SDRs?
  38. 38. Predictive Helps You Prioritize(
  39. 39. Predictive Gives You Insights 
 So You Can 
 Have Better Conversations(
  40. 40. Know What Prospects Are Interested In Or Has Intent To Purchase(
  41. 41. Get Recommendations On Which Product To Sell & Bundle(
  42. 42. Identify Specific Sales Plays To Utilize Based On Insights from Predictive(
  43. 43. Panel Interview Kerry Cunningham Sr. Research Director SiriusDecisions @KerrySirius Max Altschuler CEO & Co-Founder Sales Hacker @MaxAlts Tony Yang VP Demand Gen Mintigo @tones810
  44. 44. Question:
 How can you leverage these insights from predictive in conversations/outreach (without sounding like a stalker)? Kerry Cunningham Sr. Research Director SiriusDecisions @KerrySirius Max Altschuler CEO & Co-Founder Sales Hacker @MaxAlts Tony Yang VP Demand Gen Mintigo @tones810
  45. 45. Question:
 Any suggestions on how to start a conversation with a prospect? Any ice-breakers? Kerry Cunningham Sr. Research Director SiriusDecisions @KerrySirius Max Altschuler CEO & Co-Founder Sales Hacker @MaxAlts Tony Yang VP Demand Gen Mintigo @tones810
  46. 46. Question:
 What are some creative ways that SDRs can successfully connect with prospects outside of making & sending a ton of calls and emails? Kerry Cunningham Sr. Research Director SiriusDecisions @KerrySirius Max Altschuler CEO & Co-Founder Sales Hacker @MaxAlts Tony Yang VP Demand Gen Mintigo @tones810
  47. 47. Question:
 What are some types of questions should SDRs be asking a prospect? Kerry Cunningham Sr. Research Director SiriusDecisions @KerrySirius Max Altschuler CEO & Co-Founder Sales Hacker @MaxAlts Tony Yang VP Demand Gen Mintigo @tones810
  48. 48. Question:
 What kind of content are the most useful 
 for SDRs to have on hand? Kerry Cunningham Sr. Research Director SiriusDecisions @KerrySirius Max Altschuler CEO & Co-Founder Sales Hacker @MaxAlts Tony Yang VP Demand Gen Mintigo @tones810
  49. 49. Question:
 Is the SDR function required in order for B2B organizations to see sales success? Kerry Cunningham Sr. Research Director SiriusDecisions @KerrySirius Max Altschuler CEO & Co-Founder Sales Hacker @MaxAlts Tony Yang VP Demand Gen Mintigo @tones810
  50. 50. Question:
 Many view the SDR position as an entry level or early career step to get into “sales” roles (i.e., “Account Execs”, “closer”, etc.). Do you agree or disagree? Kerry Cunningham Sr. Research Director SiriusDecisions @KerrySirius Max Altschuler CEO & Co-Founder Sales Hacker @MaxAlts Tony Yang VP Demand Gen Mintigo @tones810
  51. 51. “Give Your Sales Development Reps An Unfair Advantage With Predictive” Kerry Cunningham Sr. Research Director SiriusDecisions @KerrySirius www.siriusdecisions.com Thanks For Joining Us! Max Altschuler CEO & Co-Founder Sales Hacker @MaxAlts www.saleshacker.com Tony Yang VP Demand Gen Mintigo @tones810 www.mintigo.com

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