Outbound Buyer's Journey
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Creating a buyer's journey involves strategy and tactics. In this deck, learn about how to create a simple outbound journey that gets you more qualified appointments.
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Outbound Buyer's Journey
- 1. This is where you put a title! Creating a Simple Buyer’s Journey. e. steve@vidfluent.com t. StevenSimoni
- 2. My Background 1. Engineer 2. Veteran 5. Pseudo-Intellectual 3. Trivia Host 4. Competitive Gamer
- 3. Your business tech stack will eventually look like this…
- 4. There are 2 types of Buyer’s Journey Outbound Inbound
- 5. For a company* going from 0 to 10mm in ARR what is the Average amount of revenue that comes from inbound marketing and sales efforts? *Does not apply toBased on a Salesloft and Insightsquared Study 2mm 4mm 6mm
- 6. Out bounding does not mean cold calling anymore.
- 7. Cold Calling - By the numbers: 22.5 3 5.25 Dials to meaningful conversations Meaningful conversations to get 1 qualified appointment Hours for one qualified appointment This equates to….
- 8. Your buyers are extremely busy.
- 10. 3 Steps to Enterprise Flirting 1. Identify 100 target Accounts with the help of marketing that you aren’t directly selling to yet. 2. Build a list with Datanyze/Clearbit/Tryprospect of the various stakeholders in that account. 3. Orchestrate the Buyer Journey.
- 11. Day 1: Cold email (to project lead and to boss) Day 3: Follow 2 stakeholder’s on twitter Day 7: Send video in email of yourself talking Day 13: Start LinkedIn Ad Campaign Day 15: Cold email, soft ask Day 20: Retweet them 1 time Day 22: inMail Day 25: Phone call, if able Orchestrate the Buying Journey.
- 12. 4 days later she called she sent an inMail…
- 13. Cold email – the early stage startup
- 14. Cold email – Soft ask – after product is pretty defined.
- 15. I need my tools. List building Sales AutomationOutsourcing Social CRM Datanyze Toutapp Twitter Buffer Linkedin TaskUs Quickreach Yesware Pipedrive RelateIQ Salesforce Tryprospect Salesloft Outreach.io Google clearbit Leadgeni.us Slideshare Youtube Datanyze Quickreach Social Yesware Outreach.io Pipedrive Google Linkedin Buffer Twitter Slideshare Youtube Sendbloom Vidfluent Sales Engine
- 17. • Average Salary – 65k (100k OTE in SV) • $230 per day • 2 appointments/day Sample numbers…
- 18. Run a small test to see if you are ready for outsourcing. • Try using a service like TaskUs, Leadgenius or a competitor. • See if they can set appointments on your leads for cheaper than one of your SDR’s.
- 19. Our Takeaways 1. SDRs are the glue between marketing and sales and should live under the marketing organization so sales can focus on 1 thing: closing. 2. Creating a buyer journey with multiple channels will increase your chances of landing new, larger accounts. 3. Test outsourcing to see if your business is at a point where it can benefit from it.
- 20. Next Time… Inbound Buyer’s Journey 1. Freemium and Free Trial Tactics 2. Scientific approach to reusing content 3. New customer onboarding flows 4. Proper inbound handoff to sales
- 21. Resources – some links with good stuff • http://blog.bracketeers.com/launchscale-2015-slides/ • http://blog.topohq.com/proven-framework-successful-sales- development- team/?utm_content=buffer3f70a&utm_medium=social&utm_so urce=twitter.com&utm_campaign=buffer • http://blog.hubspot.com/sales/the-cold-email-template-that- won-16-new-b2b-customers • http://www.saleshacker.com/sales-development/outsourcing- your-sdrs/
- 22. Questions?
Editor's Notes
- There are a lot of different topics in marketing and sales, from the survey data we took of the audience some of the big challenges were: Lead conversion, Getting leads, Closing sales, Qualification, doing sales in a highly regulated industry driven by personal relationships. Based on the survey data from all of you, I thought it would be good to talk about the Simple Buying Journey you can create whether you are a scrappy startup, or a larger company.
- Engineer Turned Sales Guy. ---Somehow the combination of these five things lead me to love Marketing and Sales and all the technology around these 2 business units. Pseudo Intellectual – Good enough to spell pseudo right. I am working on applying classical ZFC set theory to B2B marketing and sales. And if you get this joke, then you are either a pseudo intellectual, and let’s hang out later, or you are actually an intellectual, and also, let’s hang out later.
- Before we get deep in to the buyer’s journey. I just want to talk about what your business tech stack might look like when you are bigger and have fuller teams. I have set pieces of this same block diagram up at a few of these companies. This is the simplified block diagram. Weird thing is happening with business technology today moreso than ever. Business units own and operate software which helps them do tasks at higher scale. When I was at Marketo, it was amazing to see how happy the sales operations team was when they finally implemented their new CPQ system—I had never seen people so ecstatic over a configure, price, quote system. Each individual unit has a piece of software or multiple pieces and humans are expected to turn the dials and enter the data etc etc. If you look at job postings for marketing and sales---many of them will have requirements for proficiency in X tech or Y tech, and that is only going to get more pervasive as we enter this weird middle period where humans and software coexist. But I digress. All these companies, have a similar setup and a large SaaS footprint. This is the reality today. Business units buy, own and operate software. The ones that do it the most efficiently tend to bubble toward the top. I am sure your product sells itself, but if it really sold itself, then why would you be here in the first place.
- This is where I get pseudo intellectual and talk about two roads diverging into a wood and then lose track of the talk. You guys are looking to grow your business so you need sales. Need to explain what outbounding is and what inbounding is. Outbounding is a combination of tactics and techniques used to find, qualify, and deliver leads to Sales. With inbound, you don’t have to find the lead, but you still need to qualify and deliver. The leads have clearly already read about you online and filled out a form, it is a much different game. 2 types of buyer’s journey – This is how you should configure your sales organization. Over 40% of organizations (which is undoubtedly higher here in Silicon Valley, have the outbound and inbound SDR teams underneath the marketing organization). The handoff from marketing to sales is one of the most frustrating parts of the revenue organization. This is why you should have you SDRs underneath the marketing organization, because it is easy to hand qualified leads to sales, it is hard to hand unqualified leads to SDRs—too much gets lost. And actually, things getting lost is what spawned a whole category of new products like Outreach.io.
- Your product is likely not good enough to sell itself. Even slack has started hiring an outbound sales team to do account based marketing and sales and sell HUGE deals. What is telling here? Outbound is more important than inbound. Now I don’t even know if I believe that—what I do know, based on industry research is that they both play a really important part in growing a business. And if you plan on selling to Enterprise Companies, don’t expect them to just call you up and start using your product. You need to go spear fishing. Today we are going to focus on the Outbound Buyer’s Journey, next time we will focus on the inbound buyer’s journey.
- Outbounding does not mean cold calling. Cold calling is an outbounding technique. Outbounding is a combination of tactics and techniques used to find, qualify, and deliver leads to Sales.
- Cold calling is dead, here are some numbers. It used to be 4 dials to a meaningful conversion, but 70% of buyers prefer to work digitally now. Unless your company is in a specific industry like long range trucking, then it is going to be a industry specific thing. The average SDR from an inbound perspective can handle 200-500 inbound leads/mo. From an outbound perspective a good SDR can set 2 appointments/day a great SDR can set 4 appointments per day. You should determine your chance to close from a qualified appointment, it should be very high. Once you know your chance to close, you can determine how many qualified appointments you need to hit your numbers for your CEO or if you are the CEO, for your investors.
- Ok, so now we know how long it takes to get the qualified appointment. What about your buyer’s what are they doing? We have come up with a strategy that penetrates this busy schedule. So what are we going to do to catch the buyer’s attention?
- Gotta go back to middle school tactics. So this is a picture of me in middle schools, flirting with my middle school crush, Sara. I was a pretty tragic kid. I think my forearms are still about the same size. She’s like, uhhh when is this gonna end.. I am meeting Brad in the playground in like 15 min. I hated Brad.
- This is account-based marketing. I don’t know if you have heard this buzzword yet. But it is traversing across silicon valley super fast right now. No one really has explained what it is at a tactical level---so here it is.
- We can help you set this up. Do not waste engineering time. A lot of this can be automated, and we will get to the tools for doing this in a minute or 2.
- Real world Example – Jasmine works at Spoken, a cloud call center solution, among other things. Someone from spoken sent me an email that was delivered from outreach.io, Then a few days later I was approached on linkedin. And a couple of days ago, I got an inMail. I responded to the inMail with a no, we are too early stage for their services currently. Getting no’s quicker are better than getting nothing longer. My old VP of Sales always said, the best sales people know where to spend their time. That is really the only difference between good sales people and bad sales people. Where are you spending your time, converting maybe’s and eliminating no’s quickly Spoken now knows that we aren’t interested and they can remove us for awhile.
- You don’t need to be a big company to do the stuff that big companies do. Here are some tools that we use. Of course there are other tools. Our friends in our startup accelerator TalentIQ are able to build lists, and run them through Nova (which is a Yesware competitor), and then follow up with the ones that respond, and for the ones that don’t respond they can follow up in a few days. Throw our block overlaying it all.
- Ok, so that seems like a lot of work, can I just outsource this? The answer is yes, and it should work out pretty good. I have a good story where a buddy of mine works at a B2B SaaS company in San Mateo and they are using outsourcing. So part of the outsourcing is that people in the Philippines cold call lists of people and try and qualify the prospects. So my buddy’s company gives a list of questions to these people in the Philippines. One of the question’s is, are you currently using any Marketing Automation software? So one of the qualified leads was later talking to the inside sales rep and was like, ‘your sdr team was weird, they asked me if I used any Marketing Animation software’ That is a bit of a horror story, but I have seen outsourcing work extremely well---as long as you know your business and have good product/market fit.
- No one knows your product better than