5 Simple Steps to Building an Outbound Growth Machine

Sales Ops for B2B businesses:
How we generate $35,000 qualified opportunities
per day per sales rep

Freediver & spearfisher
BEN RAFFI
Growlabs.com - Founder, CEO
‣ All-in-One B2B Sales Automation and Lead Generation
‣ 340 Million Prospects across 8.2 Million Companies
Growth Advisor (2016)
‣ Portfolio of VC-funded companies in the Bay Area
‣ Worked closely with CEO / internal teams
‣ Set up B2SB outbound sales machines
Live Nation / Ticketmaster - VP Growth (2015-2016)
‣ B2B Sales Engine for Ticketmaster and TicketWeb
‣ DIY Platform Growth
Universe – Founder, CEO & President (2011-2016)
‣ Grew team to 46 people, across 4 offices and 3 countries
‣ 32k event organizers in 600 cities
‣ 800% YoY Sales growth (2014-16)
‣ Acquired by Live Nation in 2015
The Boston Consulting Group – Consultant (2009 - 2011)
• Telco and media strategy, retail co. reverse logistics, Pharma PMI

1. Identify most attractive markets / micro-segments
2. Establish channels to acquire leads in each market
3. Customize the messaging for each market
4. Set up efficient funnels
5. Measure, optimize, scale

TECH. SAAS E-COMMERCE MARKETPLACE
RECRUITING
AGENCY
MARKETING
AGENCY
OUTBOUND DIRECT OUTREACH ADS
CONTENT
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ARTICLES,
BLOGS)
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CONFERENCES
MLP
QUALIFICATION / DEMO
NEGOTIATION / PAYMENT / PROPOSAL
ONBOARDING / SUCCESS / EDUCATION
RENEWAL / UPSELL
CONVERSION, TIME, ROI FOR EACH SEGMENT & CHANNEL
CONVERSION,TIMEFOREACHSTAGE

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MARKETING
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(WEBINAR,
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BLOGS)
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1
Identify most attractive markets /
micro-segments

To effectively scale up operations,
companies need a smart customer
segmentation strategy

BENEFITS
Increased conversion
More focused messaging customized to each segment results in higher credibility,
engagement and ultimately conversions.
Improved financial efficiency
Offering the right product to the right type of customers, at the right price increases revenue.
Also, it allows you to spend less time on less lucrative markets.
Snowball effects
Increased impact within a specific segment will increase perceived market share, word-of-
mouth, and referrals.
Improved product
Understanding the needs and pain points of each segment will help the company refine its
offering, as well as differentiate itself as a leader in the segment.

Value-based segmentation allows
companies to identify customers that will
generate the most long-term profit
(the more value you create, the more money companies are willing to pay)

PROCESS
Establish clear value-based hypotheses that will
guide the segmentation
1
Generate customer data and insights2
Analyze data and group customer into ICPs3
Evaluate attractiveness of each segment4

Reiterate until you identify micro-segments. Characteristics of
good micro-segments include:
▸ Easily identifiable
▸ Targetable with unique & precise messaging
Brainstorm look-a-like micro-segments.
▸ Are there micro-segments similar to ones you’ve been
successful in that could be good targets?

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2
Establish channels to acquire leads
in each market

OUTBOUND EMAIL CAMPAIGNS – LEAD GEN
For each micro-segment, you’ll need to:
▸ Find companies that match micro-segment’s criteria
▸ Find the decision makers at these companies
▸ Blacklist existing clients / competitors / previously reached-
out prospects (ensure you blacklist based on email, domain
and company name)
▸ Decide the maximum number of contacts at each company
you’d like to engage at once (I’d recommend max =3)
▸ Decide who will be reaching out to prospects (typically ISR
based on territories, industries, size of account, etc.)

OUTBOUND EMAIL CAMPAIGNS – EMAIL SEQUENCE
For each micro-segment, you’ll want to:
▸ Draft a series of outbound emails
▸ A/B test timing of each email: best time of day / day of week
to send emails
▸ A/B test content of each email

OUTBOUND EMAIL SEQUENCE
▸ Outbound email sequences should contain 6 to 8 emails.
▸ On average, it takes 6 touch points to get a response from a cold lead so
don’t give up after 2.

OUTBOUND EMAIL SEQUENCEOUTBOUND EMAIL TIPS
1. Emails should sound as personal as possible. The target prospect you’ll be
emailing should feel like each email was manually crafted for them by a sales rep.
2. Keep them short. Attention spans are extremely short these days. The less
words you use to get your point across, the better.
3. Keep them simple. If someone doesn’t understand what you’re offering, they’ll
just skip and put your email in the trash. Avoid jargon whenever possible.
4. Create FOMO (Fear Of Missing Out). Use language that makes your offering
sound exclusive or intriguing.
5. Build credibility. Don’t make blunt statements (e.g. We’re the best company…).
Try to include relevant data points, client names or case studies.
6. Use your own voice / style. Don’t copy and paste every word from a template.
The more genuine and on-brand you sound, the more likely you’ll get a positive
response.

Subject: %%company_name%% / {insert your company name} Partnership
Hi %%first_name%%,
I hope this email finds you well! I’m %%user_first_name%% from {insert your company name}
I wanted to reach out because I was researching companies similar to our existing clients. We work with
{insert type of companies and or examples} and help them {insert main benefit}
We do this by {insert benefit/feature 1}, {insert benefit/feature 2}, and {insert benefit/feature 3}.
I’d love to explore how {insert your company name} can specifically help %%company_name%%. Are you
available for a quick 15-minute call later this week or next?
Cheers,
%%rep_first_name%%
%%rep_signature%%
INTRODUCTION EMAIL: EXAMPLE A

Subject: %%company_name%% / {insert your company name} Partnership
Hi %%first_name%%,
I hope this email finds you well! I’m %%user_first_name%% from {insert your company name}
I wanted to reach out because I was researching companies similar to our existing clients. We work with
{insert type of companies and or examples} and help them {insert main benefit}
We do this by {insert benefit/feature 1}, {insert benefit/feature 2}, and {insert benefit/feature 3}.
I’d love to explore how {insert your company name} can specifically help %%company_name%%. Are you
available for a quick 15-minute call later this week or next?
Cheers,
%%rep_first_name%%
%%rep_signature%%
INTRODUCTION EMAIL: EXAMPLE

Subject: Re: %%company_name%% / {insert your company name}
Hi %%ﬁrst_name%%,
I hope your week is going well.

I just wanted to quickly follow up on my last email regarding {insert your company name}. I would love to
gauge your interest in {insert what you do here}.
Would have time for a quick call later this week?
Best,
%%rep_ﬁrst_name%%
%%rep_signature%%
FOLLOW-UP EMAIL: EXAMPLE

Subject: Ebook: {insert ebook title}
Hi %%first_name%%,
I wanted to share {insert company name}’s new ebook, {insert ebook hyperlink}.
Thought it would interest you and give you ideas about how our company can help with {insert benefit}.
We work with over 14,000 clients to help them {insert company’s main benefit}. Let me know if you’d be
interested in setting up a quick phone call to learn more.
Looking forward to hearing from you.
%%rep_first_name%%
%%rep_signature%%
EBOOK: EXAMPLE

RECRUITING
AGENCY
MARKETING
AGENCY
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BLOGS)
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CONFERENCES
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4
Set up efficient funnels

MARKETING LANDING PAGE
For each micro-segment, create a “customized” landing
page:
▸ Use segment-specific messaging
▸ Showcase value-prop specific to each segment
▸ Use logos of segment specific customers / clients

DEMO / CALENDAR
Make sure you have an efficient process to manage demo
bookings:
▸ Use Calendar system (e.g Calendly)
▸ Set up round robin (segment specific if applicable)
▸ Confirmation emails and calendar invite with video
conference link
▸ Follow-up / Reminder with option to reschedule
Track demo no-shows and optimize over time!

PROPOSAL / NEGOTIATION
Use an efficient system to send proposals / quotes (e.g
PandaDoc):
▸ Easily configurable by Sales reps
▸ Integrates with your CRM
▸ Allows clients to e-sign + pay (CC, check, transfer)
▸ Capture CC info via Stripe integration (if applicable)

RECRUITING
AGENCY
MARKETING
AGENCY
CONTENT
(WEBINAR,
ARTICLES,
BLOGS)
SEO
CONFERENCES
MLP
RENEWAL / UPSELL
5
Measure, optimize, scale

TRACK IMPORTANT METRICS IN YOUR CRM
Some Sales pipeline metrics to track / optimize:
▸ # opportunities created last week / this month / by month
▸ # opportunities by status
▸ Stage duration (by source)
▸ Closed Lost reason (by source)
▸ Closed Won source
▸ Closed Won Average contract value (by source)
▸ Closed Won Average contract length (by source)
▸ Average time to close (by source)

LAST 30 DAYS SALES PIPELINE PER REP (AVERAGE)
109 Outbound 82 inbound Referrals,
Other
228 open opps
82 engaged
16 negotiations
19 won
36%
23%

LAST 30 DAYS SALES PIPELINE PER REP (AVERAGE)
109 Outbound 82 inbound Referrals,
Other
228 open opps
82 engaged
16 negotiations
19 won
36%
23%82 qualified opps / 30 days = 2.73 Q.O/day/rep
Avg. LTV = $12,800
2.73 x $12,8k = $35k qualified opps per day per rep

ben@growlabs.com
www.growlabs.com
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5 Simple Steps to Building an Outbound Growth Machine

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