- Sales stages, sales channels; - Lead sources; - Account sourcing - LinkedIn Navigator, Expandi, growth hacking tips - Email outreach, sequences, multi-channel prospecting - Leadfeeder

1. Advanced leadgen
in B2B
Maryna Nikitchuk,
Director of Sales Development,
Very Good Security

2. Vocabulary
8. Qualification
9. Sequence
10. Multithreading approach, AGOGE
11. ABM
12. Opportunity
13. Lead source
14. Campaign
1. Inbound and Outbound lead
2. Funnel
3. Pipeline
4. Sales stages
5. SQL, SAO, MQL
6. SDR, BDR, researcher
7. Fit criteria, ICP, Buyer persona

3. 01
Lead Gen

5. Leads typically hear
from a business or
organization after
opening communication
… instead of getting a
random cold call from
someone who
purchased their contact
information.
HubSpot

6. Well...

7. Functions Website Content
Groups, Listings,
Freelance websites
Social Media
Hunters
Outbound lead
generation
Referrals,
Partnerships,
Surveys
Number of
employees, min
2 1-2 1-2 1 2-3 1
Prio 2021 1 2 2 3 1 1
Activities
SEO, Monitoring,
Landing pages,
Analytics
Blog, Comments in
Articles, Quora,
Reddit, Lead magnets
LI, Facebook groups,
Telegram and Slack
chats, Listings, Clutch,
Good Firms, Capterra,
Upwork, AngelList,
Alexa, G2, LinkedIn
Jobs
Facebook, LinkedIn,
Instagram, Twitter, Ads
Outbound lead gen
campaigns, Email
Marketing
Current clients,
partnerships
Tools
Semrush, Ahrefs,
SpyFu, Google
Analytics, Leadfeeder
Social Report
(publishing tools),
Canva, Trello,
Grammarly
Trello, BaseCamp,
Slack
Ad campaigns tools,
Lempod
Outreach, LI Sales
Navigator,
Crunchbase, Linked
Helper, Dux Soup,
Expandi, Intricately,
Clearbit, Snov.io,
LeadIQ, Lusha
Typeform, Google
Forms, SurveyMonkey
Salesforce & Outreach
Plans & OKRs & SMARTERs
General Lead Gen overview

8. Where are you?

9. inbound:
event
webinar
google ads
website
linkedin ads
nurture
outbound:
sales prospecting
expandi post engagement
expandi/linkedin
Lead sources in your CRM:

10. How?
ENTR
CML
SBM
Inbound
leads
Sales development Account executives
by segment
BDRs:
intbound
SDRs:
outboun
d
Qualified
Opportunities
Closed
Deals
Customer
Success

11. Sales stages
Stage Demand Gen/Qual Disco Preso/Demo Trial Proposal Negotiation Close
Sales Cycle Time: 4.6 months
Benchmark
metrics
Pipeline contribution:
• 40% marketing
sourced
• 34% outbound SDR
• 19% Sales
• (self-sourced)
• 7% channel
N/A
Demo-to-close:
35%
Trial-to-clo
se:
56%
Proposal-to-cl
ose: 77%
N/A
Close rate:
20%
(opportunity
created /
closed)
Analysis
While 74% of pipeline
is delivered via
outbound SDRs and
marketing, that
contribution starts to
decline for higher ACV
deals, at $50k-75k
Distinct
discovery
meeting
Customized based
on discovery and
delivered in the
same meeting
30 days
Customized to
prospects
challenges,
solutions and
ROI;
presented via
proposal
meeting
Separate
negotiation
conversations
with champion
and
stakeholder
committee
Handoff to
prospect
success and
schedule
kickoff meeting

12. Sales
Accepted
0%
Sales Qualified
20%
Proposal
50%
Sandbox
60%
Negotiate
75%
Contract Out
90%
Objective
Company is a “Fit
Company”
Qualify the
opportunity. Gather
BANT criteria
Proposal and
Sandbox can be
combined into one
step or separated
into two stages.
This is a judgment
call
SE or AE setup
integration including
sandbox & drive
data flow for the
sample use case(s)
Prospect has
agreed to move
forward. Negotiate
pricing and review
terms
If sending a
contract, the Buyer
needs to be ready
to sign
Stage
Requirement
Problem to solve:
Meeting has been
scheduled
BANT
* Prospect agrees to
another meeting,
meeting scheduled
on the calendar
Continue to
crystalize BANT and
continue to map out
the organizational
structure
Confirm solution,
use case(s) and
success criteria
Update notes Contract out for
signature
Required to
Exit Stage
Fill out:
Problem to Solve
Why Evaluate VGS
Identify Pain =
Identify challenges
and the
consequences of
solving or not
solving those
problems
Champions
Buying Process:
Determine the
buying process
Update BANT fields
Prospect has
agreed to terms and
pricing.
Signed and
countersigned
contract
Move opportunity to
Ready to Close
Stage
Deal vetting by
finance and moved
to closed-won
Sales stages

13. Strategic
ABM
ABM Lite
Programmatic ABM
Value of ABM
1. ICP
2. Qualification criteria
3. Business persona
4. Pain-gain-JTBD
5. Campaigns
6. Multichannel approach
7. Sales, CS, Marketing,
Product / Development
alignment
8. Measurable results
9. Iterations
The three types of ABM
One to one
accounts
One to few
accounts
One to man
accounts
The need to scale has
led to emergence of
three types of ABM
I
n
v
e
s
t
m
e
n
t
&
R
O
I
p
e
r
a
c
c
o
u
n
t
High
Low

15. 02
Account
Sourcing

16. Account Sourcing
• Reports (CBInsights)
• LI Navigator
• Crunchbase
• Digests + Directories +
Twitter + LI news Feed
• Booleans

17. Crunchbase

18. Account sourcing routine
Tools you’ll use to add these accounts
into CRM
• LeadIQ, ZoomInfo, Lusha ->
to find valid emails + email
validator
• Sales Navigator -> to find
relevant prospects and
research their backgrounds
• CRM - > to check if account
exists already
Workflow
• Allocate some period of
time for account sourcing
• Check all newsletters and
funding news
• Read Twitter/LinkedIn
influencers to find new
companies

19. 03
Basic
Toolset

20. Нормальный CRM
Your basic toolset

21. Metrics/Score Loom
Email deliverability
tools
Leadfeeder /
6sense
implementation
Expandi
Impact 7 4 7 9
Confidence 3 8 8 8
Ease of
Implementation
1 9 10 10
TOTAL 21 288 560 720
Impact x Confidence x Ease = ICE SCORE

22. 04
LinkedIn

23. LI as the main
sales channel
30% of our
results are coming
from LinkedIn, but
within LI ->

24. LI Sales Navigator
• Create lead lists
• Follow current customers - look-alikes
• Boolean search
• Notification/Alerts
Three sales insights:
Alerts aimed at giving you more signals to
understand how to engage with your Saved Leads
and Accounts
● Saved lead has engaged with
LinkedIn posts from your
company (sponsored or organic)
● Someone at an account viewed
your profile
● Account just raised money

25. Expandi general campaigns

26. Expandi automation

27. SSI

28. 05
Emails

29. ● Subjects
● Personalization matrix
● Tasks
● Audits
Prospecting:
messaging tricks

30. 1 15
30
1st
email
follow-up 2
follow-up 1
email
(new
thread)
follow-up 1
follow-up 2
email (new
thread)
follow-up 2
follow-up 1
break-up
email
Build your sequence

31. AGOGE approach

32. 06
Leadfeeder

33. Solution.
Leadfeeder implementation,
visitor tracking software

34. Even more…

35. 07
Metrics

36. Sales Conversion Metrics

37. TEAM -> ТУТЬ
SDA >> SDR >> AE
+ sales-ops & other sales teams
PODs >> (SDR + AE)
+ sales-ops & other sales teams
SDR >> AE
+ sales-ops & other sales teams

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39. Please, check
● Expandi referral link
● LI Navigator
recommendations
● Boolean Search. How to use
● LI Alerts
● Lead Gen strategies 2021
● Post engagement, guide

40. Contacts:
BizDeva Channel
Facebook
LinkedIn
Questions?