We had a great time hosting our Sales Segmentation Bootcamp for all of our local sales professionals.
This event was curated as per the request from the previous attendees and entrepreneurs from the FoxBound Event.
Slides presented during the session will be helpful if you're setting up the sales process, building the sales teams from scratch or revamping the existing Sales process for the B2B use case.
https://www.foxbound.io/ #sales #segmentation
9. Segmentation Why Scalable?
Scalable?
Adaptable
?
Selected?
Avoid Chaos, establish process, predictable, easy to measure & track, saves
time, limited need for creativity (With limited few TT accounts)
PROCESS: LinkedIn → Segmentation → Batch → Track → Connect →
Propose → Follow-up → Email → Calls → Pipeline & Salescycle → Close
10. Segmentation Why Adaptable?
Scalable?
Adaptable?
Selected?
More Room for innovation: Identify triggers based on techSpends & technology
used, Google Alerts, Alexa Rank, Linkedin Job Search, Press Feature, Recent Media
Features (Yourstory, ET, TI, INC42), Market trend reports, strategic hiring
Process: Source → Account Qualification → Linkedin → Identify-Decision
Makers → Propose →Follow-up → Email → calls → Salescycle → Close
11. Segmentation The Selected Few?
Scalable?
Adaptable
?
Selected?
Events, Top Target Account, Referrals, Families and Friends etc..(Personalized
process to depending on leadsource)
13. Segmentation Strategy - Identify Market Size
Scalable
CXO’S,
Industry
Target Market Vs. Availability
● Company Headcount
● Geography
● Seniority Level
● Function
**Identify the optimized segment size
that’s feasible to track and scale,
define, prioritize and act
70%
Adaptable
Funded companies
Trigger events: job changes, growth
trends, etc
Competitive reports
● Identify the Job Openings
● Find the right report - Forbes
30, Linkedin top 50, Deloitte
fast 50
● Top Influencers reports
** List down the variables and trend
reports list that’s right fit, plan,
measure, act
20%
TT - Selected Few
List down accounts that are top priority
Map out various key decision-makers
Creatively & personally grab attention
to set a meeting or sponsor an
evaluation
● To run ads for TT accounts
on Linkedin
● Increase Followers
● Prospects from Referrals,
Tradeshows, events
10%
14. Guide for building right persona
TOP FACTORS:
● Accounts
● Demographics
● Needs
● Pain points
● Behavioral
● Solutions
Personas
15. Segmentation Strategy - Steps
LinkedIn
Order of search → TT Designations →
Company size → Location
● Gathering overview of Data → Expand
network touncover hidden profiles
● Prioritize (Companies best fit -
establish scoring model)
● Assign Persona - Example - Employee1
- (VP-Sales, 10-100, Bangalore,
SalesFunction, Internet Industry)
Finalize Segmentation
Strategy
Industry
Company HeadCount
Geography
Seniority Level
Function
*** Segmentation factors will be different for different Industries, based on the
availability to scale
16. Why Email + Linkedin
Segment 3 - Email + Linkedin +
Other Channels
1. Segregate companies - could
not establish the connect
2. Filter Top Target accounts
3. Find alternative reach out
strategy - Cold calls, Twitter
reachout / others
3
2nd Segment -
Linkedin + Email
Users
Email Receptive Users
1. Identify companies
could establish
connect on Linkedin
2. Get decision makers
Email ID
3. Run Drip campaigns
2
1st Segment -
Active Linkedin Users
Linkedin Receptive users
1. Connect on Linkedin
2. Send Personalized
connection request
3. Engage
4. Get them on Email or call
11
17.
18. Inbound Presales and
Post-Sales Content
Post & Pre-sales
content
1. Content for Ads to
increase Followers
2. Product content to
increase Pipeline velocity
3. Company Culture,
Industry problem solved,
address to the society
Linkedin + Email + Other
Twitter, Cold calls,
FB groups, crunch
base etc
1. Identify the bottom up
approach
2. Derive content copies to
establish connect for
companies that we failed
to establish connect with
from other efforts
Linkedin + Email
Mix of Email +
Linkedin content
1. 8 step email
communication
Strategy
2. Request to connect on
linkedin to drive
inbound content
traction and
engagement
3. Set definitive next steps
for prospects
Linkedin
Personalized
connection request -
As per segmentation
1. Activity - list down
the Pain points
2. List down the
triggers event copies
3. Plan follow up
strategy
Communication Strategy
19. 1. Teach! Educate, don’t interrogate.
2. Be ready to define the cost of the status quo / making no changes.
3. Create content to increase adoption and facilitate self-learning
Intent to buy: TT → Adaptable → Scalable
IDENTIFY BARRIERS & UNCOVER OBJECTIONS EARLY
● The earlier a blocker is discovered, the earlier it can be solved → higher win probability
○ Budget
○ Priorities
○ Process
○ Cross departmental approvals (purchasing process)
○ Integrations
What if customers truly don’t know what they need?
20. Addressable Market vs. Time
Addressable Market
SIZE
● More Inbound
(Awareness, Engagement,
Lead gen campaigns)
● General outbound campaigns
Targeted outbound
More outbound
Inbound
(Engagement Campaigns)
TIME
21. Price vs. Volume
Addressable Market
PRICE
Targeted Outbound
(Account based selling, advanced
targeting & personalization)
TT → Adaptable → Scalable
General Outbound
(Standard segmentation, persona
mapping
TT → Scalable → Adaptable
VOLUME
23. ➔ Identify Market size on Linkedin
➔ Select the TT Segment
➔ Complete outreach communication copies
➔ Execute the campaigns for 3 segments, varies
for company to company
PRIMARY PRIORITIES
Next Steps
24. ➔ Update Linkedin Profile - Define the current phase
➔ Other Linkedin Goals - Increase followers on Linkedin
➔ Map: Steps required, Time required - Sales cycle efforts
➔ Strategy to Increase Pipeline Velocity
➔ Content distribution plan and content copies
➔ Linkedin Ads - 1000$ budget for a month - Lead Gen + Awareness
campaign (For companies with promotional budget)
➔ Personalization - Brainstorming sessions
➔ Pods for Growth
➔ Need for Sales Navigator
➔ Linkedin Inbound Growth - Content Strategy
➔ CRM - to track and execute recommendation strategy
➔ Track multiple decision makers
➔ Other supportive tools required
SECONDARY PRIORITIES
Next Steps
