The document discusses strategies for B2B lead generation, emphasizing the importance of data-driven sales and understanding the ideal customer profile (ICP). It outlines methods for building targeted lists, utilizing web scraping, and identifying key access points for effective outreach. Additionally, the document highlights the significance of personalized messaging and trigger events to enhance sales conversations.

1. SALES HACKING B2B
LEAD GENERATION
Max Altschuler
CEO of Sales Hacker
Author of Hacking Sales
@MaxAlts
Anand Kulkarni
Chief Scientist
LeadGenius
@polybot
Join The Conversation On Twitter: #salesIQ

2. Today you will learn how…
1
3
2
To take advantage of large-scale data
to improve your own lead flow,
targeting, and sales.
Big Data is changing the face of sales.
To hack your outbound sales process
to reach and close more deals than
before.

3. 1. Hire a giant sales staff
2. Buy a canned list of leads
3. Cold call your way down the list
SALES 101: SPRAY & PRAY

4. 1. Hire a giant sales staff
2. Buy a canned list of leads
3. Cold call your way down the list
Secret Weapon: High Paid, Well-Connected
Sales Person
SALES 101: SPRAY & PRAY

5. The best salespeople have
always been data scientists.

6. Sales is a hyper-targeted, data-driven,
repeatable science
SALES 2.0: SALES AS DATA SCIENCE
1) Map out a segment of the market and
understand the pattern in that segment
2) Target compelling events and facts about
those individual customers’ pain

7. SALES 2.0: SALES AS DATA SCIENCE
1) Map out a segment of the market and
understand the pattern in that segment
2) Target compelling events and facts about
those individual customers’ pain
SECRET WEAPON: Better Data = Better Sales

8. The SECRET WEAPON:
Better Data = Better Sales
The best salespeople have
always been data scientists…
But they haven’t always had the
data they needed to be great.

9. Salespeople today have access
to unprecedented amounts of
data – accessible at scale.
Salespeople Curated Outsourced

10. Targets: Every small + midsize business in the USA
Filters: Formed within the last 5 years
Key insights: Recent hires are more likely to make a purchase.
Prospect: Targeted email campaign about HR software,
referencing job history, two follow-ups
Results over 12 months:
10,000 targeted SMB leads per week
Identification of every SMB HR buyer in the country
Over 2000 new accounts converted in 12 months – fastest-growing
SAAS co. in history
In Practice

11. About Max
• Built the supply side of Udemy Marketplace.
Employee #8
• VP of Biz Dev for Attorney Fee. Bootstrapped and
sold to Legalzoom
• Founded Sales Hacker, Inc in May 2014
www.saleshacker.com
• Wrote a book on Lead Gen, “Hacking Sales”
www.hackingsales.com
@MaxAlts

12. What Are We Going to Cover
• Identifying your ICP (Ideal Customer Profile)
• Ideal Access Point
• Trigger events
• Personalization at scale
• Virtual Assistants + Lead Research
@MaxAlts

13. Finding Your Ideal Customer Profile
(ICP)
• Build a solid Foundation
• Understand Your Target
• Be Specific
• Focus on trying to lessen qualification down the
road
@MaxAlts

14. How to Build Your ICP
• Identify Specific Data Points
– Company, Job Title, Target User, etc
• What other services are they using/paying for?
• Low Hanging Fruit (Datanyze, BuiltWith, or Mixrank)
• Reverse Engineer Past deals to find target
companies and entry points
• Segment based on size of company (# of Employees or
Revenue)
@MaxAlts

15. Adroll ICP and Targeting Example
• Adroll sells retargeting ads to online retailers
• ICP = eCommerce Stores with Ad Spend with a
Marketing Manager
@MaxAlts

16. Web Scraping 101
Web Scraping Tools
Examples Sites to Identify Customers
• Crunchbase
• Angel List
• Yelp
• Followerwonk
• Kickstarter
• Reddit
@MaxAlts

17. Web Scraping a Target List (AdRoll)
1. Scrape the web for sites using eCommerce
platforms such as Magento
– Use Datanyze or BuiltWith
2. Scrape the web for companies running online ads
– Adwords, Competitors, etc
3. Cross reference lists for ICP Targets
@MaxAlts

18. Other List Building Tools
Toofr
• All you need is First/Last Name, and Domain
• Can pull accurate lists in real-time by the 1000s
• Can test existing emails as well
SalesLoft
• All you need is Title or Company Name
• Tests directly emails in browser
• You can pull .csv files of massive + targeted lists
@MaxAlts

19. Ideal Access Point
@MaxAlts

20. Ideal Access Point
The Ideal Access Point is the best level of a
Prospective Organization to start a Sales Conversation
Options Are:
• Top Down
• Bottom Up
• ICP
@MaxAlts

21. Top Down
Selling into Marketing? Reach out to the VP or CMO
asking for an intro DOWN
Tips
• Keep the message short
• Encourage a quick and easy Action
@MaxAlts

22. Bottom Up
Selling a product to Sales? Get in touch with the front
line users to champion your product
Tips
• Target these People on LinkedIn
• Sell them on becoming a “Hero”, “Winner”, or “Early
Adopter”
@MaxAlts

23. Entering Through Your ICP
Do your research to find the exact person in each type
of organization you need to be in touch with.
Tips
• Look through past deals
• Don’t be afraid to ask for internal Introductions
@MaxAlts

24. Before Reaching Out
• Try to find 2-3 contacts per company
• Clean Your Lists
– Kickbox.io or Briteverify.com
• Leverage LinkedIn and Twitter to develop rapport
@MaxAlts

25. Personalization at Scale
• Gather enough info to make the first contact seem
high touch
• Connect through social channels
• Use social to understand preferred prospects’ Tone
• Use Web Research and tools to give you Triggers
for outreach
@MaxAlts

26. Triggers
@MaxAlts

27. What Are Triggers?
Triggers are events to contact a Buyer
• This can be at any point in the Sales Cycle or even
After (Customers
• Triggers can be either Company or related to
Individual Employees
Tools for Triggers
• InsideView, Gagein, FunnelFire
@MaxAlts

28. Company Trigger Examples
• Funding Round/Acquisition
• Press Release
• New Headquarters / Branch Opening
• Relevant News Article
• New Executive Hire
• Good Blog Post
• Awards or Recognition
• New Contract or Partnership
@MaxAlts

29. Individual Trigger Examples
• Job Change
• Awards or Recognition
• Good Blog Post
• Twitter or Social Event
– You will know from their social profiles if they
follow a certain sports team or are interested in a
specific topic
– Ex. “Hey John, Congrats on the big win!”
@MaxAlts

30. What’s Next
1. Setup Your Cadence for Outreach
– Email, Phone, Voicemail
2. Track and Optimize Messaging
3. Establish a Top of Funnel Process
4. Hold Your Reps Accountable to Process
@MaxAlts

31. Recap
• Get religious with your ICP
• Build massive targeted lists with Web Scraping
• Identify your Ideal Access Point
• Use triggers to help personalize your messaging
• Create a cadence and do all of this at scale
• Build, test, measure, and optimize
@MaxAlts

32. Other Lead Gen Tools/Tips
• Followerwonk for finding individuals with certain
skillsets, credentials, job titles, etc
• SellerCrowd for finding the right targets in Brands &
Agencies
• Rapportive, Fresh.io, Boomerang for Gmail, Undo
Send for Gmail (Google Labs)
@MaxAlts

33. People Doing this Really Well
@MaxAlts
Daniel Barber - ToutApp Ash Alhashim - Optimizely
Director of Sales
Development & Ops
Director of Sales
and Market Development

34. Questions?
• Join the community on www.saleshacker.com
• Join us at our next Sales Hacker Conference in NYC
on April 30th
• Check out the book Hacking Sales at
www.hackingsales.com
• Email me – Max [at] saleshacker.com
• Follow me on Twitter @MaxAlts
@MaxAlts

35. Q&A
10 Free LeadGenius Leads
With Your Free Lead Calibration
leadgenius.com/webinar