Companies are struggling now more than ever to fill pipeline and drive revenue. But simply working harder and doing more aren’t effective or sustainable strategies. A recent study showed that cold call volume is increasing by 14% while meeting volume dipped by 11%. In this presentation, we have outlined five B2B strategies for working smarter to win in a challenging environment.

1. 5 Tips on How to Work
10% Harder and
100% Smarter

2. Meet Our Speakers
Jason Hubbard:
VP of Growth, SalesIntel.io
Jim Hopkins:
Sr. Director of Marketing, Leadspace

3. ● Easy as “PIE”
● Using Data Driven Pre-Targeting
● Adjusting Outreach Channels/Strategies
● Leveraging the Right Content
● Shifting Your Pitch and Marketing Tone
Agenda

4. PROFILE (Who they are)
Company Data, Person Data, Technology, Targeting
Criteria, Segmentation, Persona, Fit, Score, etc.
INTENT (What they’re interested in/in-market for)
Signals by topic and technology research behavior
and content consumption beyond your channels.
ENGAGEMENT (How they interact with you)
Website Activity, Content Consumption, Email
Engagement, Sales Interactions, etc.
Easy as “PIE”

5. Using Data Driven
Pre-TargetingTotal Addressable
Market (TAM)
Ideal Customer
Profile (ICP)
In-Market
Buyers
Ensure that your not just
adding the noise
● Do you understand your Total
Addressable Market?
● Do you have an Ideal Customer
Profile (ICP)?
○ Simple vs. AI-powered?
● Do you have Buyer Persona Profiles?
○ Job Titles or Beyond?
● How do you translate strategic targeting
to multiple channels?
● Intent?

6. Adjusting Outreach Channels
and Strategy
● Email, Phone, Video, Social Media, Events, Text
● Is outreach being done well?
○ scripting/templates vs. off the cuff
● Data on an individual level (one-to-one
connections), on persona, within industry
○ Sales, tends to like phone whereas
marketers prefer email

7. 400% Improvement in
Engagement by Adding 2 Channels
to Your Outreach
https://www.xant.ai/resources/the-truth-behind-successful-sales-cadences-2018/

8. ● Know your ICP and Buyer Personas
● Create content that focuses on industry/vertical
as well as primary Decision-Makers
● Know their pain points and speak to it
● Follow the 85/15 rule
○ 85% of content is value add serving educational
and brand building functions
○ 15% of content is focused on how your solution
solves their pain points
Leveraging the Right Content

9. Shifting Your Pitch and
Marketing Tone
“At the end of the day people won’t remember what
you said or did, they will remember how you made
them feel.” - Maya Angelou
● Buyers want to believe in a bright future
○ Recent studies indicate a low percentage of pessimism
● The best sales/marketing is about helping
○ Cut out the fluff; show how you’ll deliver value
● Use Emotional Intelligence
○ Knowing what to and what not to say

10. AVOID Emotional Projections
● We understand your fear …
● You must be feeling like …
● We know how you feel …
● I’ve been feeling like ...

11. AVOID Because of Recent Events
● Coronavirus, COVID19
● We’re in this together
● New Normal
● Un________ times
● Stay safe

12. Q&A

13. Thank you!
SalesIntel.io
jhubbard@salesintel.io
VP of Growth
Leadspace
jim@leadspace.com
Sr. Director of
Marketing