Building a Sales Engine

Wednesday, August 29, 2018
1Dav El | BostonCoach SEO Audit12/5/2018
Building a Sales Engine

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The sales landscape has changed significantly
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It takes an average of 18 calls to
actually connect with a buyer
Only 1% of cold calls result in a
meeting
Nine in 10 companies use two or
more lead enrichment tools to
outreach to prospects
90% of B2B decision makers don’t
respond to cold sales outreach
5.4 people are now involved in the
average B2B buying decision
Google found nearly half of all
buyers are millennials
“73 Mind-Blowing Sales Statistics That Will Help You Sell Smarter in 2019” https://blog.hubspot.com/sales/sales-statistics

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Sales of Yesterday vs. Today
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“The Classic
Salesman”
The Rise of
Automation
With the rise of automation, a scaleable sales engine can be built that will dwarf
the efforts of a high-powered sales executive of days past
Marketing & Sales
are One
Gone are the days of the salesman scrolling through his rolodex and knocking
on doors
Assets, tactics and
tools v2.0
There are a variety of assets, tactics and tools that every contemporary sales rep
needs to stay competitive and relevant

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We will cover the following topics today
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Building a 21st Century Sales Engine
Sales Assets 2.0
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Sales Tactics 2.0
Sales Tools 2.0
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Building a 21st Century Sales Engine

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Defining today’s sales roles
Account Management/Customer Success:
Client deployment and success, ongoing
client management, and renewals
“Inbound” Marketing
Channels
Lead generation marketing
initiatives that ensure a
consistent flow of qualified
leads entering the funnel for
SDR action.
Account Executives: Quota-carrying
reps who close deals. They can be either
inside or out in the field
Sales Development Reps (SDR):
prospects into lists of target accounts to develop
new sales opportunities from cold or inactive
accounts. This is a team dedicated to proactive
business development. Highly efficient outbound
reps and teams do NOT close deals, but create &
qualify new sales opportunities and then pass
them to Account Executives to close
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Defining today’s sales roles
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The SDR is a specialized “prospector”
Prospectors need focus to make it work:
• Your prospectors should not close
• Your prospectors should manage
your inbound marketing channels
(30% of their time/focus)
• Your prospectors should prospect
(70% of their time/focus).
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You don’t have to be a salesman to be an SDR
Train your SDRs to be process
driven inside sales gurus that
leverage the latest tools and
technology.
Job responsibilities include
responding to inbound leads,
deploying ABM targeted campaigns
and being adept with CRM
platforms.
You can train millennials out of
college to perform this role.
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Every SDR needs a CRM
CRM tools are necessary for
every SDR because they:
• Assist the SDR in
organizing their prospects
and the stages they are in
• Provide automated
reminders, notifications and
even email follow ups after
a prospect meets certain
criteria, e.g. website visit,
content download, needs to
be re-prospected, etc.
• Provide insight on the
SDR’s efforts to the rest of
the sales team
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LinkedIn is an SDR’s best friend
Advanced Search:
Contact existing connections
from events, business
associations, alumni groups
and more using
InMails/messages
Identify appropriate criteria to
research new leads, targeting
by industry, company size, job
title, location and more
LinkedIn Premium Options:
Paid subscriptions* for InMails,
profile views, more profile
browsing, lead research tools,
recruitment tools and more
LinkedIn InMails/Messages:
InMails are paid LinkedIn
messages you can send to
members that you are not
connected with
Messages are free to send to
your connectionsPremium Career: $29.99* / month
Premium Business: $47.99* / month
Sales Navigator Professional: $64.99* / month
Recruiter Lite: $99.95* / month
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Sales Assets

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The importance of sales assets
Predesigned sales materials are crucial for the
contemporary salesman
Prospects need more than just your pitch to even
consider doing business
There are a variety of asset options to consider
sharing with the prospect prior, during and after
your next sales meeting
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Case Studies & White Papers
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Sell Sheets
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Testimonials
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Videos
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Statistics & Results
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Industry Leadership Evidence
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FAQs
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Sales Tactics

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“Cold Calling 2.0” – Predictable Revenue, Aaron Ross
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How Cold Calling 2.0 looks from the SDR’s point-of-
view
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Find your Ideal Customer Profile (ICP)
Defining your ICP and what their core
challenges are maximize the
effectiveness of your marketing and sales
functions
ICPs help find great prospects more
easily and disqualify poor prospects more
quickly
Consider characteristics like company
size, revenue and locations and
employee title and tenure
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Keep your communication efficient and conversational
Cold Calling 2.0 emails:
• Are short and sweet
• Are personalized
• Aren’t selling anything
• Ask to be referred to the
correct point-of-contact in case
the recipient isn’t
• Are specific about what you do
and who you need to speak to
Cold Calling 2.0 touchpoints are
persistent:
• 6-8 emails
• 1-2 phone calls
• 1-2 LinkedIn messages
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Below is an example drip template for Cold Colling 2.0
Timeline: 2 hours after
action
Purpose: Introduction
Content: Introduce Brand
Timeline: 2 Days after
open
Purpose: Provide
additional information
Content: Key
Differentiators X, Y & Z
Timeline: 3 Days after open
Purpose: Provide a more
direct CTA
Content: Opportunity to
contact sales
Action
Email 1 Email 2 Email 3
If opened If opened
How leads
enter the drip
First
touchpoint
Action required
for next
touchpoint
Second
touchpoint
Action required
for next
touchpoint
Third
touchpoint
SDR identifies appropriate
prospect and enters into
automation
Conditional logic like “If Opened,” will
ensure that only the engaged leads are
receiving content
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Measure your Cold Calling 2.0 efforts
Most outbound email platforms will
provide some form of reporting. Here
are the metrics you want to pay
attention to:
• Open rate
• Bounce rate
• Click-through rate
• Response Rate
• Positive responses
• Negative responses
• # of touch points and/or calls
before response
• # of meetings
• Conversions (e.g. sell
product/service)
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There are email outreach tools and services to help
kickstart your Cold Calling 2.0
If you don’t have the man power to develop, implement and manage a robust email
campaign yourself, you can always leverage tools and services
SalesFlow is an outsourced email marketing service
who builds lists, prospects, cold calls, and emails ideal
clientele
PersistIQ is a simple marketing automation platform
that allows you to send multi-touch point emails to lists
of contacts
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Account Based Marketing (ABM)

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The Account Based Marketing (ABM) strategy is a strategy that allows sales and marketing
teams to work together. The strategy takes accounts that the sales team has identified they
want to target and marketing will develop a multichannel approach, providing personalized
content that will appeal to them to allow those accounts to engage directly with Wind.
Background
5 Steps to Account Based Marketing
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Example Target Audience
● Verticals
○ Health/Fitness
○ University & Recreational
○ Medical & Hospital
○ Employee
○ K-12
○ ADA Compliant
○ Architecture and Planning
● Business Channels
○ OEMs
○ Dealers and Distributors
● Purchasing Characteristics
○ Frustrated with larger companies
○ Looking for high-tech options
○ More sophisticated user - e.g. health/country
clubs
● Customer Service – fast and responsive, highly
knowledgeable, solutions-oriented dedicated team
● Leading Innovation – proven innovator of better, faster,
and cutting-edge locker lock solutions. Agility to move
quickly and partner with customers with custom needs.
Focus will be on the your line
● Full Product Array – complete portfolio of locker lock
options, variety of applications and industries served,
highly innovative approach to serve any custom needs
○ Messaging will also highlight company’s
commitment to quality, integrity, and custom
service, directly calling attention to competitor
shortcomings.
TARGET AUDIENCE PROFILE
FOCUS MESSAGING & BRAND
DIFFERENTIATORS
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Step 1 - Identify Accounts
This step is
characterized by
identifying target
accounts that are
suitable customers.
Influencers and
Decision Makers are
both necessary for
each account. You
want to start with a
minimum of 5 - 6
contacts per account.
Typeof
Account
Applicable
Products
Verticals
Target Accounts
(OEMs)
Cam Locks Drawer Slides Hinges
Casework Enclosures Furniture Transportation
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Step 2 - Profile Accounts
Build mini buyer personas of your targets
For each account,
identify the Decision
Makers and
Influencers. Each
group within the
account will need a
unique value
proposition that
satisfies their specific
needs.
After identifying the
accounts and
personas, we will
develop criteria
(company name, titles,
etc) which we will use
to gather leads.
Decision Makers
Who Are They?
Value Proposition
Describe the contact’s title and role
Provide an in-depth description
of the company. Try to predict
what is most important to them
when working with a partner
Draft a value proposition
(elevator pitch) for each
decision maker based on the
unique value we can add to
their company
Influencers
Who Are They?
Their Perspective Value Proposition
Research any contacts that may
influence the decision making
process
Try to predict their main pain
points within the organization.
The more unique these might
be to the company, the more
impactful your value
proposition
Draft a value proposition that
addresses their unique pain
points
Their Perspective
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Step 3 - Create Content
Identify which content makes sense to serve to profiles in different stages of the funnel
Creating dedicated
landing pages within the
site around advertising
materials with specific
calls to action (i.e. talk
to our team) will help to
drive prospects down
the funnel.
Top of the Funnel Content
Middle of the Funnel Content
Bottom of the Funnel Content
● Introduce your company to the accounts
● Explain your value proposition to the specific
audience
● Provide contact form for sales outreach
● Continue to sell and re-engage accounts
with your company
● Develop & promote assets (case studies,
white papers, etc.) to show the benefits of
working with your company.
● Push call-to-actions to
connect with sales
representatives
● Provide a social proof via
testimonials
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Step 4 - Launch Campaigns - Tools
We will utilize Apollo to gather
leads for our targeted
accounts and begin cold
outreach.
After a lead has shown
interest, we will use Active
Campaign and Unbounce to
nurture them with engaging
marketing material and
accelerate deal creation.
Lead Generation Platform
● Provides access to a database
of 200 million contacts at 10
million companies
● Allows you to build automated
email/call workflows to target
cold leads
Lead Nurturing Platforms
● ActiveCampaign is an Email Marketing
platform that we can use to send
nurturing emails to leads
● Unbounce is a Landing Page
Development platform that we can use
to build unique pages for our ABM
campaign
2) Cold
Outreach
Apollo
3) Lead
Nurturing
ActiveCampaign /
Unbounce
1) Lead
Generation
Apollo
HubSpot (both brands)
TOTAL: $19,932 / year
Active Campaign (both brands): $4,800
Unbounce (both brands): $1,536
Apollo: $~ 7,000+ (dependent on the
number of users and contact credits)
TOTAL: ~ $13,336 / year
The cost for all of these platforms will save around $6,596
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Step 4 - Launch Campaigns - Process
2) Cold
Outreach
Apollo
3) Lead
Nurturing
ActiveCampaign /
Unbounce
1) Lead
Generation
Apollo
Gather leads from
Apollo based on the
criteria developed in
ABM Step 1 & 2
Reach out to leads by sending Apollo
emails and sales phone calls - all part of
a cold outreach strategy.
Nurture leads through a multi-
touchpoint campaign with valuable
content to help bring leads down
the funnel.
1. If a lead engages by replying to an email or answering a phone
call. The lead is then handled directly by the sales rep.
2. If a lead engages with the emails by opening them, but not
responding. They then move to “Lead Nurturing” process.
3. If a lead does not engage at all (doesn't open any emails /
answer phone calls), then they can be set aside and put through
the “Lead Nurturing” process 2-3 months later
Outbound
Inbound
● Active Campaign Emails
● Unbounce Landing Pages
● Social advertising (LinkedIn &
Facebook)
● Direct Mailers
● Retargeting
(LinkedIn, Facebook &
AdWords)
● Apollo Emails
● Phone Calls
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Step 4 - Launch Campaigns - Cold Outreach
Establish a touchpoint strategy specifically to get individuals to engage with us
● 6 touch points (4 emails, 2 calls)
● Over 15 business days
● Emails can be automated in Apollo
● Calls can be tracked in Apollo and alerts can
be built so the sales team knows when to reach
out. During cold outreach, it is recommended to
have phone calls as added touchpoints.
However, this is dependent on our resources.
● If no direct contact is made, but the prospect
opened 2 out of the 4 emails, they are then
sent through the lead nurturing workflow
● Those who do not engage with our
communication at all can be set aside and put
through the lead nurturing campaign 2-3
months later
WH/ZL Sales Call
Apollo Email
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Step 4 - Launch Campaigns - Lead Nurturing
Build a multi-touchpoint marketing campaign to nurture leads
Contacts click
through to landing
pages
+
Contacts
exit
landing pages
Contacts re-enter
landing pages, but
at a different stage
in the funnel
ActiveCampaign Email
Marketing
Social Custom
Audience Targeting
Unbounce
Form Gated Landing Pages
Google Retargeting
+
Direct Mailer
(Only for Top Leads)
+ Contacts reach out
directly to a sales
rep and/or visit a
specific high-value
landing page
Social Retargeting
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Step 5 - Reporting
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It is important to consistently
report on the success and
learnings from ABM. The
following metrics should be
analyzed on an ongoing
basis.
Number of Cold
Emails Sent
Click Through
Rate
Number of Nurture
Emails Sent
Total Conversions
(Response, Form
Submission,
Outreach)
Total MQLs
Total SQLs
Total Deals
Closed
Total Revenue
Email Open Rate
TribalVision
Sales Team

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LinkedIn Messaging Campaign

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Determine your ideal prospect
Determine your prospect profile by identifying key prospect attributes
Industries
Geograph
y
Company Revenue Title
Company Size
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Position your profile and company accordingly
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Make necessary adjustments
to your LinkedIn profile, such
as your headline, profile pic
and summary section
Share the content on a
variable schedule, posting
once a day, Monday through
Friday, at different times
Curate content to appeal to
your leads and prospects

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Prospect the correct accounts and decision-makers
Research high-value prospects Join targeted LinkedIn groups.
Sharing a group with someone gives
you better access to connect with them
and send them messages on LinkedIn.
The more groups you are in that cater
to your prospects, the more access you
will have to them.
Build recognition within relevant
networks by commenting and
sharing content
1
3
2
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Build your connection database
Send out a high volume of
connection requests to leads
identified through your prospecting.
Your database of 1st degree
connections are the initial cold
leads in your campaign and are
very powerful because you can
message them at any time without
any restriction.
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Engage your prospects through LinkedIn messaging
Create engaging messaging
scripts
Build relationships and set up
meetings
Send out messages to
develop relationships with
prospects
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Sales Tools of Today

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Email lookup plugins to help you find contact
information for ideal decision-makers
Clearbit Connect: https://connect.clearbit.com/
A Gmail or Outlook extension that allows 100 free email
lookups a month
Hunter.io: https://hunter.io
A Chrome plugin that allows 100 free email lookups a month
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Clearbit Connect
Step 1:
Type a company name
Step 2:
Select your decision-maker
Step 3:
Email them
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Hunter.io
You can pull up Hunter.io at any time and
research company or contact names
If you are on a company site, you can
directly look up employee info
Hunter.io has 200+ million email
addresses, search filters, and scoring
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A marketing automation platform with personalized
emails for each of your prospects
PersistIQ: https://persistiq.com
An affordable and sophisticated email marketing platform
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PersistIQ
Personalized variables in email copy, manageable automation, robust
reporting, a built in CRM, and more
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An appointment setting app to easily solidify your
meetings with prospects
Calendly: https://calendly.com
Automated scheduling software integrated with your calendar
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Calendly
Allow prospects to self-select meetings
times based on when your calendar
says you are free
Additional features include email/text
reminders, buffer times, time zone
detection, and company branding
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A free CRM to help you manage your prospects and
convert them
Streak: https://www.streak.com/
A simple, collaborative CRM integrated directly into Gmail
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Streak
Streak’s free plan has
features like email tracking,
mail merge, and send later
The CRM integrates with
Gmail, Calendar, Drive,
Sheets and Chat
Additional features include
tasks/reminders, enriched
contacts, imports/exports,
and more
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A scalable email outreach platform with a high-quality
lead database
Apollo: www.apollo.io/
A powerful email outreach platform for high-volume campaigns
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Apollo
Create audiences based
on specific demographics
like geography and
seniority
Starting package is at $7k
and provides 12,000
contact credits—bounced
are renewed
Upload your do-not-contact
and existing
clients/prospects so there
is no overlap
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Apollo
Set notifications to call
prospects based on how
they interact with emails,
e.g. number of opens
Set up automated
sequences that send drip
emails to thousands of
prospects a day
A/B test and dissect results
through advanced
reporting
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A chat tool to engage with website visitors on the fly
Drift: www.drift.com/
A chat box for communicating with prospects on your website
and qualifying leads
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Drift
Live chat site visitors while
they are browsing your site
Set up an automation bot
for when your sales reps
are not available to chat
Pre-qualify leads with bots
who ask site visitors a
series of questions before
passing to you
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An eSign platform to optimize your business
agreement paperwork
HelloSign: www.hellosign.com
Fill out and sign documents in less than 30 seconds with this
eSignature platform
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HelloSign
Set up commonly used
documents once with
signature, merge, and text
fields.
Add your logo and
company name in all
emails and signature
pages
Have people sign
documents in-person on
your tablet or mobile
device for waivers, photo
releases, NDAs, and more.
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Thank You

Building a Sales Engine

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