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Outbound b2b sales are not dead – they’ve just evolved / Yanay Sela

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Outbound b2b sales are not dead – they’ve just evolved / Growth Track / Geektime Conference
By: Yanay Sela, CMO, Appsee

Published in: Technology
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Outbound b2b sales are not dead – they’ve just evolved / Yanay Sela

  1. 1. Outbound B2B Sales Are Not Dead - They’ve Just Evolved
  2. 2. I’m Yanay (John) Sela Growth = Marketing, Sales and BizDev CMO@Appsee @yanay_sela Hello!
  3. 3. Qualitative Analytics
  4. 4. User Recordings
  5. 5. Touch Heatmaps
  6. 6. Vision The “Why” Tactics The “How” Strategy The “What”
  7. 7. Prospects # Prospects handled within capacity (Unknown) Leads Prospects-to-Leads % (Unknown) SQLs Inbound leads-to-SQLs % (known) Opportunities SQLs-to-Opportunities % (known) Closed won Opportunity-to-Closed won % (known)
  8. 8. How we did we get here Problem IdeaReasons Deductive Reasoning / Strategic Reasoning
  9. 9. Prospecting
  10. 10. Who are they? ● Similar profiles ● Desirable clients ● Competitors clients ● Ecosystem clients ● Conferences attendees Prospecting How do we get them? ● Buy lists ● LinkedIn search ● Prospecting / Lead enrichment apps ● Web scraping
  11. 11. Consistent personas
  12. 12. “ “This might just be useful for you..” “You’d be an amazing client for us..” “What do you think?” Transparency & Forwardness
  13. 13. Communication channels Email Phone Other TwitterLinkedIn
  14. 14. Strategy cadence AM PM#1 PM#2 Day 1 1st email LinkedIn connection request Skype request Day 3 2nd email 1st call 1st LinkedIn Inmail Day 6 2nd call 3rd call (Leave VM) Tweet Day 9 3rd email Calendar Invite 2nd LinkedIn Inmail Day 12 Breakup email
  15. 15. First email - Subject line FOMO JetBlue: “You’re missing out on points” Curiosity / Shock Manicube: “*Don’t Open This Email*” Humor Groupon: “Deals That Make Us Proud (Unlike Our Nephew, Steve)” Vanity Sephora: “Products the celebs are wearing” Pain point Evernote: “Stop wasting time on mindless work” Question Publisher: “How many leads do you need a day?”
  16. 16. First email - Subject line ◉ Straightforward ◉ Personal ◉ Less than 7 words ◉ Emojis - in moderation
  17. 17. First email - Content Text Only Image Text & Design GIF
  18. 18. Videos ◉ Feel special ◉ Uncertainty ◉ Likability ◉ Flow
  19. 19. Email KPIs ◉ # emails sent ◉ % emails rejected ◉ Open rate ◉ % negative responses ◉ % positive responses ◉ # link clicks / views ◉ Best performing variation
  20. 20. Linkedin is a supporting channel for Email ● Profile optimization ● Login frequency ● >50% auto approve all requests
  21. 21. Second email ◉ “Fwd: xxxx..” ◉ “Dear..” ◉ “This is a gentle followup..” ◉ “I’m also attaching..”
  22. 22. Phone calls
  23. 23. Who’s the target audience? ◉ Skype ○ Connection request ○ Calling without connecting ◉ Call script ○ Forces you to think ○ Scalable ■ Good conversation flows ■ Engaging questions ■ Objections handling ■ Closing sentences ○ Flatten out bad days ○ Learn to drive a stick Phone / Skype calls
  24. 24. LinkedIn Inmails ◉ “Great to connect..” ◉ “ I sent an email a couple of days ago..” ◉ “Not sure if you got it (my email is..)” ◉ “Customized demo..” ◉ “Worst case scenario..”
  25. 25. Connection requests ● # requests sent ● % requests accepted ● % requests declined ● Best performing variation LinkedIn KPIs Inmails ● # Inmails sent ● % positive responses ● % negative responses ● Best performing variation
  26. 26. Third email ◉ Namedrop a competitor ◉ Time & date - end of next week ○ Specific time = Less friction ○ Better availability ○ “In the future” mechanism ○ End of week = Better mood ○ Conveys full schedule
  27. 27. Calendar invites
  28. 28. Breakup Email
  29. 29. Breakup email ◉ “Timing not right for <product name>..” ◉ “I’m going to go ahead and assume that this is not the optimal time for you so this will be the last email that I will send” ◉ “I’m leave you with this: …”
  30. 30. More emailing lessons ◉ Language ○ Native ○ Audience / Register fit ◉ Short always wins ◉ Timing ◉ Mobile ◉ Remove friction ○ “I’ll send over a calendar invite..” ○ “Just click this link and i’ll do the rest..”
  31. 31. 100 X 20 = 2,000 Monthly prospects worked 200 Monthly Leads (10%) 100 Monthly SQLs (50%) 50 Monthly opportunities (50%) 20 Monthly closed won (40%)
  32. 32. (Avg. customer LTV) X (No. of closed won) >100% ROI Cost of (Labour + Infrastructure + Prospecting)
  33. 33. ROII vs ROOI Return On Inbound Investment vs. Return On Outbound Investment
  34. 34. Twitter: @yanay_sela Linkedin: Yanay (John) Sela

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