A guide on marketing outbound strategy for B2B technology products and services. It gives our vision on how to connect future clients today with active social networking and email campaigns. A presentation gives valuable insights about LinkedIn strategy, messaging tips and organizational peculiarities which helps to organize a successful B2B marketing department.

1. B2B LEAD GENERATION
FOR STARTUPS AND TECHNOLOGY COMPANIES

2. 2
LEAD GENERATION
A MARKETING TEAM (COULD BE OUTSOURCED TEAM
LIKE GANJA AGENCY) SHORTLISTS THE PROSPECTS
AND APPROACHES THEM TO SET A SALES
APPOINTMENT AND TO QUALIFY THE LEADS
CLOSING THE DEALS
A SEPARATE GUY OR A TEAM ESTABLISHES PERSONAL
RELATIONS WITH A CLIENT, IDENTIFIES NEEDS AND
MAKES ROUGH ORDER OF MAGNITUDE (ROM). THEN
FOLLOWS THE LEAD UNTIL SIGNING OF THE
CONTRACT. A COMPANY OWNER CAN MAKE THIS JOB
ACCOUNT MANAGEMENT
AN ACCOUNT MANAGER EXECUTES THE EXISTING
PROJECTS. HE OR SHE IS RESPONSIBLE FOR UPSALE
AND A CONTRACT VALUE GROWTH. COULD BE THE
OWNER
GANJA AGENCY www.ganja.com.ua

3. Great idea! Are you kidding? Try to build an ocean ship alone =) Contemporary internet sales is a
complicated work. Each marketing tool as SEO or Social Networking requires a solid knowledge of
1000 nuances, constant A/B tests and a variety of daily activities. If you assign one person to all
scope of sales work the result will be pathetic – poor lead generation and low sales.
3Why not to hire ONE salesman
for the WHOLE sales process?

4. www.ganja.com.ua
We apply a push strategy to ensure a good lead flow. Normally to get a decision maker on a phone we make a FIVE step
approach: TWO linkedIn steps + a series of THREE emails sent to a person if he or she does not reply via LinkedIn. We
approach 2-3 decision makers from each prospecting company. It is hard to believe, but we never make cold calls to
reach our buyers. Cold calls are inefficient in comparison to social networking. You have a better reach with the same
man hours.
MESSAGING VIA SOCIAL NETWORKS
LinkedIn, MeetUp, Xing, Facebook and Vkontakte –
powerful tools to find and reach people that you don’t
know personally. LinkedIn is a tool number one to reach
with high velocity CTOs/CIOs or any other C-Level decision
makers .
EMAIL DRIP CAMPAIGNS
Email strategy was spoiled by spammers and does not work
alone well. But it is a good tool to support your social
networking activities.
Try to automate email campaigns with various platforms
and software, that are available nowadays
4
GANJA AGENCY

5. 5
GANJA AGENCY www.ganja.com.ua

6. www.ganja.com.ua
6
Prospecting list
Manual research over
paid LinkedIn (lead
builder)
Workflow
Docs
Short List, Long List,
CRM
Email
Manual messages and/or
automated series of
messages via automation
software
Lead Mining
Direct Email research
via databases (will
explain later)
LinkedIn
2 strategies: messaging
over groups + adding into
friends with a follow up
GANJA AGENCY

7. DEFINE YOUR PROSPECT’S PROFILE
Example: a consultancy firm in New York, 50-200 people,
works in area of ERP software, IT consultancy, project
management. We target C-Level executives (CEO, COO,
CTO, company owner/founder). 2 decision makers in each
firm
USE VARIETY OF SOURCES TO GRAB A LIST
1) free or paid LinkedIn advance d search gives number of
criteria to select the right companies and people;
2) Use niched industry resources, for example, dtf.ru – for
Russian game developers;
3) Use behavioral criteria, for example companies that
post jobs or just received funding
START SEARCHING FOR EMAILS
IMMEDIATELY, WHILE DOING A LIST
Put contacts into shared Google Docs table first. Don’t
waist time on detailed CRM profiles at early stage of
research. Enter data into CRM only when prospects reply
within a campaign, thus you avoid a mess in CRM
7
www.ganja.com.uaGANJA AGENCY

8. 8
WHAT IS LEAD MINING?
Our strategy implies a multi touch approach. A first touch
is via social network, another touch is via email. Rarely can
be a call or even a cold Skype chat. Lead mining means
research of contact details, social networking accounts of
the prospect, information about their lifecycle and
management of this data.
HOW TO FIND CONTACT DETAILS?
Use paid and free databases:
► Zoominfo.com (community edition , limited free)
► Insideview.com (paid)
► Connectifier.com (Chrome browser plugin)
► Emailhunter.co
MANUAL EMAIL RESEARCH (BOOLEAN
SEARCH)
Make the following inquiry to Google.com:
*@domain.com – this inquiry makes google give out data
with some text instead of STAR sign. As a result you can
find company’s email structure (for example
name.surname@company.com).
FIND EMPLOYEES OF PROSPECT’S
COMPANY AT LINKEDIN OR XING
Make a Google inquiry: “ company name linkedin” and go
to company’s LinkedIn page. Navigate to upper right corner
where avatars of employees are indicated and click “See
all”. Put names to the email structure that you found in a
previous step. You’ll get: john.deere@company.com
www.ganja.com.uaGANJA AGENCY

9. GANJA AGENCY www.ganja.com.ua
9

10. 10
Project Management (PM) software – the sales objectives and tasks
CRM software – all details are here
Long List – Future Sales
Short List –
Hot Sales
We recommend Trello.com as a
right solutions for small teams.
Manage sales objectives and tasks
for each month here. Track results
PM software
We recommend Zoho CRM
as a free software for small
teams. It allows to have 3
accounts for free plus 20
000 leads in database.
We put into CRM only those
leads who replied to avoid
the unnecessary routine
CRM
This is a Google Docs sheet
for the year-long sales.
Separate each month and
put here those guys who
said “call me later”, or “let’s
better speak in April”. Check
this list each month to keep
yourself up-to-date with the
follow ups
Long List
An Excel table at Google
Docs shared with your team
shows those prospects who
agreed to have a call, or can
be processed shortly, in the
nearest weeks. This is a
heart of your sales work for
the current month
Short List
www.ganja.com.uaGANJA AGENCY

11. 11
ADD PEOPLE AS FRIENDS
Additionally, add people as friends,
before this functionality is restricted
at your profile. Later LinkedIn will
demand you to enter email.
SEND A FOLLOW UP
MESSAGE
When your invite was accepted,
send a follow up message to
engage your new contact for
communication
NO MORE GROUPS
Groups are still available, but
you can send only 15 messages
to fellow group members per
month. This tool is almost dead
SEND MESSAGE USING
AN EMAIL ADDRESS
When you are on users profile,
click “connect” button and choose
“other”. Put email and fill in the
message text (see the pic).
Thus, a user receives two
messages at once: LinkedIn
message and an email . So you
make a double outreach with a
single click!
PAID LINKEDIN
VERSION IS STILL POOR
They give only 25 InMails which
is not enough for serious sales
outreach. BUT the advanced
multi-criteria people search
functionality at Lead Builder is
good. We still don’t recommend
to buy a paid version, though.
Buy only if you are rich enough
www.ganja.com.uaGANJA AGENCY

12. • Start your email campaign in 3-4 days after a LinkedIn
campaign;
• Make brief sharp messages to explain what you need;
• Don’t pitch, ask questions first to understand their
landscape;
• Make a campaign of 3-4 emails, send 3-4 days one after
another. So all the email campaign lasts 16-20 days;
• Find email automation software that uses your original
email server (don’t use platforms like: MailChimp, it
applies a 3rd party email server, not yours and restrict
the ability to upload a non-verified email database);
• Our automation software is our secret sause, we don’t
sell it out ;)
12
www.ganja.com.uaGANJA AGENCY

13. Engage into conversation Follow up Give motivation to reply
13
www.ganja.com.uaGANJA AGENCY
John
I found your firm at LinkedIn, when I was
researching technology companies and
startups.
It would be great to know: what are your
product development plans for the rest of the
year?
We are looking for new projects in area of
software engineering since we've
accomplished several cases, similar to
PROSPECT INC
Would you be open to speak about
additional software engineering resource?
John
I sent you an email a couple of days ago, I
hope you received it
Let me know how does it go with software
engineering plans for the rest of the year.
It would be great to find room for cooperation
between our development team and
PROSPECT INC
Your thoughts?
Hello John
I hope my messages don't bother you
As I mentioned before, we are looking for
the new partnerships in the USA to help with
high value software development solutions.
If you ever thought about East European
software technology opportunities, I will be
happy to inform you about the local market.
It's always good to have another piece of
information and industry news.
Does it go in line with your current strategy?

14. 14
First email
Gave 5% of replies
BUT depends on product, can be 8-
10%
Second email
Gave 5% or replies
BUT sometimes second step gives even more
replies
Third email
Gave 3% of replies
www.ganja.com.uaGANJA AGENCY
A case study: IT outsourcing industry client / 995 messages overall delivery, 549 people covered
13 replies on 100 sent emails: is it good or bad?
It depends on the costs. We spent time only to assign the campaign. It is 13 opportunities to showcase a service.

15. 15
First email
Try to engage people with
conversation. Don’t sell or pitch.
Ask questions about their business
or say compliments to what they
have
Second email
Remind about your intention
to communicate. Give a
slight hint why you wanted to
get in touch
.
Third email
Motivate. Give a perk here.
Propose a free item or free
consultancy session. Or give
a free material (PDF, video
link or invite to event)
Leave for several
months
Nobody replied? Not a pity!
Contact later with engaging
material or via social networks.
For example add as a friend in
skype
Play a team game #1
Ask your colleagues to contact
this company next time.
Play a team game #2
Say in a couple of months that
your senior director watched
their profile and was highly
interested to give them a call,
and a free perk (free piece of
job, or a trial product)
www.ganja.com.uaGANJA AGENCY

16. www.ganja.com.ua
16
GANJA AGENCY

17. 17
RESTRICTIONS AT LINKEDIN
Since April-June 2015 LinkedIn imposed new
restrictions on groups. Before groups were
actually the number one tool for sending
unlimited messages to high level executives.
Nowadays you can send only 15 messages per
month.
ONE MANAGER FOR LEAD GEN
Before we used mainly groups to target
leads and one employee set all
appointments with future clients. It was
enough to run the project successfully.
YOU NEED MORE PEOPLE
TODAY
The strategy becomes more complicated.
We need emails to reach unlimited people
over LinkedIn. More work to do
TWO MANAGERS INSTEAD OF
ONE FOR LEAD GEN
One employee makes the email research
(lead mining)
Another one runs messaging via LinkedIn
and manages an email automation tool
www.ganja.com.uaGANJA AGENCY
AFTER July 2015
BEFORE July 2015

18. www.ganja.com.ua
ANDREW KASS
Email: ganjaleads@gmail.com
Skype: andrewkass2000
Tel: (347) 329-5515
FOUNDER AT GANJA AGENCY
GANJA AGENCY
Register here:
Click Here

19. Lead Generation
Appointment Setting
Video Production
Source in Ukraine
www.ganja.com.ua