Growth engine istart-june-2016

GENERATE LEADS AND SALES
How to
B2B Growth engines
in a predictable—and repeatable—way?
Copyright © 2016 113 Labs

About you
•  One sentence about you
•  A bit about your project
•  What are you trying to achieve with this session?
•  What is the ideal outcome?
•  What do you expect to learn?

Who’s behind the training
VLADIMIR
BLAGOJEVIC
JESSIE
DEDECKER

ü  Building complete, A-Z growth engines that generate
sales-ready leads since 2011
•  Belgian Growth Agency for startups and SMEs
Where the story comes from

agenda
•  The B2B Growth Mindset
•  By popular demand: Outbound & AdWords
•  (if time) Email Marketing Kick-starter
•  One-on-one sessions

contests marketplacesaﬃliates
GENERATE LEADS AND SALES
…but, how can you be sure which one will
in a scalable, cost-eﬃcient way?
So much you can do…

for example, you could:
•  Invest in Google AdWords, only to ﬁnd out that:
•  your keywords are too expensive
•  that they attract the wrong prospects
•  that the prospects just don’t convert into sales

Or get some results…
…but miss out on a bigger opportunity
30x cheaper leads

Start
How—and where—to
contests
marketplaces
affiliates
so the question remains…
… and get (quick) results?

CASE STUDY
976SIGNUPS VIA THE LANDING PAGE
IN JUST 3 WEEKS
At the same 7me we learned a lot:

ü Conversion rate per channel
ü  Customer Acquisition Cost
ü  Opportuni7es for scaling
ü Feedback on the product
11 versions of landing pages

Mindset
Growth is process, not hacks
•  Database with "
growth ideas
•  Read, follow, get new ideas
•  We’ll kick start you here
•  Prioritize ideas: impact,
certainty, effort
•  Growth review & planning
meetings
•  Weekly
•  Review KPIs & progress
•  Review ongoing experiments (kill,
continue, improve, scale)
•  Quarterly / monthly
•  Review progress, channels,
communication
•  Plan – research / minimal
experiment / optimization / scale up

Exercise
are you ready?
•  What is the growth goal for this year?
•  Revenue, # customers
•  What are your main KPIs?
•  Who is responsible for growth in your startup?
•  How many FTEs?
•  How will you track your results?
•  Practical simple process you will commit to
•  What are the experiments that you commit to run
in Q3?

Quant marketing
•  Work backwards from your goal (revenue / # customers)
•  What has worked in the past?

Outbound CHANNELS
email

advantages
Go beyond your
network
Get to the decision
makers
Get consistent
predictable sales
You own the channel
(also true for email list in content
marketing)!

agenda
•  The B2B Growth Mindset
•  By popular demand: Outbound messages &
AdWords
•  Preparation exercises
•  Outbound & AdWords exercises
•  (if time) Email Marketing Kick-starter
•  One-on-one sessions

preparation
•  We’ll gradually build elements of sales argumentation
•  These elements can be reused in different types of
campaigns and mediums (landing pages, different
ppc, outbound…)
•  The different mediums / campaigns have different
context:
•  What happened before they saw your message
•  Position in the sales funnel (unaware, problem aware,
solution aware, comparing solutions, aware of your
product)
•  Intention (searching vs interrupt vs reading on topic vs
discussing on topic)
•  Limitations (both imposed, and human)

Exercise
1-sentence pitch
My project <NAME>
will provide <A DEFINED
OFFERING>
to help <A TARGET AUDIENCE>
<SOLVE A PROBLEM>
with a <SECRET SAUCE /
DIFFERENCE>
ü  NO CLEAR CUSTOMERS  
Internet users, citizens… VS ﬁrst time
mothers above 35"
SMEs VS owners of manufacturing
companies with 50-200 employees
ü  Solution without a clear problem 
help citizens do their administration
more efﬁciently vs help citizens get
their documents within 2 working
days, without going to the town hall
ü  Buzzwords, embellished adjectives  
Revolutionarry mobile-social CRM vs
iPhone application

Exercise
core sales argumentation
elements
•  Short (few words) description of your customer
•  Top—very specific—problem that you are solving
•  Your specific solution
•  Your uniqueness
•  Top (end-) benefit or desirable result


Magnetic
Attention-grabbing
Headline

Headline formula #1: Problem/Solution
Problem in the headline, solution in the sub-headline

Headline formula #2: Desirable result
The top end result/beneﬁt your prospect desires + how
you deliver it
Headline formula #2.2
“The” + [Adjective, Adjective + “Way”] + desirable but
difﬁcult thing
The Lightning Fast, Easy Way to Run Free Background Checks

Headline formula #3: Objection handling
Highly desirable result (+ time limit) + remove objection
Hot fresh pizza delivered to your door in 30 minutes or it’s free (Domino’s)
SetupYour Next A/B Test in 15 Minutes... or We’ll Do It forYou
Headline formula #3 bis
“Now” + highly desirable thing you can do + “even if” objection
NowYou Can Build an iPhone App Even IfYou’re Not a
Programmer

Headline formula #4: Numerals
[Numeral + noun(s)] + verb + object
64,456 People Have Already Told Their Friends about Blastobot
Verb + [numeral + noun]
Get 1,000+ New Twitter Followers

Headline formula #5: Position yourself against
competition
[Your main competitor] + [what they do] + [your product] +
[what you do better/different]
Google Analytics tells you what happened, KISSMetrics tells you
who did it
Unlike other [competitors] + [undesired feature], + [your
product] + [what you do better/different]
Unlike Other E-commerce Platforms That Are Bound To Their
Respective Hosts, Magento ProvidesYou The Freedom To
Choose Any Web Hosting Service.

Headline formula #6: Comparison
Do X + “like” + Y
Expertly Manage Your Books Like an Accountant
X + “that’s as amazing as” + Y
Email Support That’s as Amazing as In-Person Help

Exercise
write 3-5 headlines
•  Problem in the headline, solution in the
subheadline
•  Headline: What's making your visitors leave?
•  Subhead: Find out by seeing how users click
and scroll through your website
•  The top end result/benefit your prospect
desires (+ optional specific period of time) +
remove a top objection
•  Hot fresh pizza delivered to your door in 30
minutes or it’s free (Domino’s).
•  Make Your Website Ultra-Fast and Secure
without Changing Your Hosting
•  Highly desirable result + time limit +
consequence if highly desirable thing not
delivered
•  “Setup Your Next A/B Test in 15 Minutes...
or We’ll Do It for You”
•  “Now” + highly desirable thing you can do +
“even if” objection
•  “Now You Can Build an iPhone App Even If
You’re Not a Programmer”
•  “How to” + [verb + noun] + benefit
•  “How to Support Customers 7x Faster with
GizmoJo”
•  [Numeral + noun(s)] + verb + object
•  “64,456 People Have Already Told Their Friends
about Blastobot”
•  Position Yourself Against Competition
•  E.g. <Your main competitor> + <what they do>
+ <your product> + <what you do better/
different>
•  Google Analytics tells you what happened,
KISSMetrics tells you who did it.
•  OR: Unlike other <competitors> + <undesired
feature>, + <your product> + <what you do
better/different>
•  Unlike Other E-commerce Platforms That Are
Bound To Their Respective Hosts, Magento
Provides You The Freedom To Choose Any Web
Hosting Service.
•  Verb + [numeral + noun]
•  “Get 1,000+ New Twitter Followers”
•  “The” + [Adjective, Adjective + “Way”] + desirable
but difficult thing
•  “The Lightning Fast, Easy Way to Run Free
Background Checks”
•  Do X + “like” + Y
•  “Expertly Manage Your Books Like an
Accountant”
•  X + “that’s as amazing as” + Y
•  “Email Support That’s as Amazing as In-Person
Help”

End-benefits

Exercise
End-benefits
•  Imagine your customer is using your product or
service:
•  What are the main customer needs that you solve?
•  How will it improve their life / work / business?
•  What are the main results you create for the customer?
•  Can you in some way quantify value you create for them (in
hours saved, money made, percent improvement…)?
•  What are the other benefits?
Benefit
Why/how end benefit is achieved

1. Get Paid 11 Days Faster
Invoicing online is so easy you’ll send your
invoices sooner and clients will pay you
quicker.
2.
3.

Call to
ACTION
Not only for the website…

Exercise
craft your call to action
Describe your offer:
•  1. Write out what the prospect
will get.
•  Example: Free trial, one-hour of
free consulting, download ebook,
etc.
•  2. Explain what the prospect
has to do to get the offer.
•  Example: Call you, send an email,
enter contact details, etc.
•  3. Explain why the offer is
valuable — what two or three
benefits will they get after
completing this next step?
•  4. Explain how and when the
offer will be delivered.
•  The ebook will be instantly sent
to your email address, we’ll have
a meeting at your office, you’ll
receive a call from our sales
team, etc.
Craft the CTA text:
•  Lead with a known, familiar verb
•  Use articles (e.g., ‘the’, ‘a’) or
prepositions (e.g., ‘for’) if room allows,
to avoid sounding robotic
•  Be specific with your word choice rather
than generic
•  If you can add a benefit or point of
value, do so
•  Consider the page you’re driving to and
the headline on that page (to avoid
disjointed experiences)
•  If you can swing it without sounding
aggressive, it can help to suggest
instant gratification by tacking on words
like “Today”, “Now”, “Instantly” or “In
Seconds”.
•  Accompany your CTA-button with a
byline that removes objections:
•  What fears could your customers have for
moving ahead with the calls to action?
•  What testimonial can you add that removes
the most important object w.r.t. your CTA?

Reduce their
FEARS

Every single prospect is anxious  
about making a purchase.
ANXIETIES
Unearth your prospect’s

Objection Counter argument
Financial: will I get my ROI (return on
investment)? How fast this will happen?
Facebook gives companies a 22% lift in
ROI.
Product-needs risk. yes your product may
work for xyz, but will it work for me?
Outline the features of your product in
detail. Give them a free trial
Competitor risk: fear of choosing the wrong
option.
Virgin has no problem detailing how
their service is better than that of Sky, to
great effect.
Compatibility risk: how does your solution
ﬁt into the way your prospect works
Emphasize a minimal, if any, impact on
your prospect’s business.
Exercise
objections into reasons to buy

Build trust and
CREDIBILITY

If pictures are worth a thousand words, then credible
customer testimonials are worth even more
EVANGELISTS
Bring out your

Template / questions
•  1. What concern (or problem) were you having
before working with me?
•  2. What did you ﬁnd out as a result of working
with me?
•  3. What speciﬁc feature did you like most about
working with me?
•  4. Would you recommend me to others? If so,
why?
•  5. Is there anything you’d like to add?

Other trust elements

Exercise
trust elements
•  What trust elements can you include in your
communication
•  Well-known customer names
•  Partners
•  Numbers (e.g. number of users, results you achieved
for your customers…)
•  Awards
•  Media appearances

Exercise
craft google adwords ads
•  Select 2 keyword groups
•  Write Google AdWords
•  Look at the landing page
•  Use this template:
•  https://docs.google.com/spreadsheets/d/1QyG-
vObpspKKD7kxQoVMHMqi4E0nBXy9p8CXSFI79tw/
edit?usp=sharing

tips
•  Where is the keyword in the funnel?
•  What counts is cost of conversion, not
CPC (actually cost of sales)
•  Check different countries
•  Quality score!
•  Look at actual keywords, eliminate
irrelevant
•  Relevant for SEO too
•  Keywords -> pages & articles on the site
•  Will it convert (as it’s a long term
investment)

Exercise
craft OUTBOUND MESSAGE(s)
•  What’s your conversation starter message?
•  Or part of the message?
•  Examples: referral, upcoming relevant event, job opening,
technology they use, same LinkedIn group / forum, news,
something on their website…
•  Write
•  Few words description of the role you are targeting
•  Non sales-y, 1-sentence introduction
•  Three-bullet pitch
•  Call to action
•  For the opening
•  For the closing
•  P.S. – e.g. trust
•  A reminder
•  Can add more information, objection handling, trust elements…

case studies
Software tool for mid & large
companies
—  Targeting: HR departments of 200+ companies
—  Business model: SaaS
Financial services
product
—  Targeting: SME owners and CFOs
—  Business model: marketplace /
commissions
100.00%
72.38%
60.74%
44.96%
16.36%
4.05%
100.00% 96.25%
61.07%
22.38%
4.14%

Growth engine istart-june-2016

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