What’s the best number of touchpoints in a campaign How to diversify your outbound channels What the content of your touchpoints should be How much time you should wait between touch points How to scientifically test and improve your campaigns ----------- This presentation was brought to you by PersistIQ Our software empowers sales reps to easily create personalized outbound campaigns at scale. Move faster and sell smarter than ever before. Try PersistIQ for free at www.PersistIQ.com

1. Successful Sales Strategy
@PersistIQ

2. Brandon Redlinger
Host & Presenter
@PersistIQ
Welcome to the webinar!
Nabila Parvez
Co-Presenter

3. @PersistIQ
Today’s Agenda
1. What’s the best number of touchpoints in a campaign
2. How to diversify your outbound channels
3. What the content of your touchpoints should be
4. How much time you should wait between touch points
5. How to scientifically test and improve your campaigns

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Then and Now
In 2007, it took 3.68 cold touches to
reach a prospect, today it takes 8+
(TeleNet and Ovation Sales Group)

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The Average Salesperson
The average salesperson only makes 2
attempts at following up (Sirius Decisions)
The average salesperson prospects 6.25
hours per day (Ovation Sales Group)

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Number of Touches

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Persistence wins!
You must follow up at least 8 times!
But how do you follow up 8+ times without
annoying your prospects?

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How to Follow Up
● Diversify your channels
● Very the content of your touches
● Deliver your message at the right time

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Channel Diversity

10. Email is the easiest channel to use, but it's not the only
channel.
Most buyers (96%) have a negative reaction to cold
contacts (Strategis).
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Email Isn’t Enough

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Email Isn’t Enough
However, 78% of salespeople using social media as part of
their sales arsenal outperform those who don’t (Forbes).
● Phone
● Social
● Fax
● Door to door
● Physical email
● Etc.

12. It all comes back to knowing your ICP! This will help
inform the best channel to use.
● Who are they?
● What does their day-to-day look like?
● How do they communicate with their team?
● How do they get news and stay current on the
industry?
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Your Ideal Customer

13. In his book Fanatical Prospecting, Jeb Blount
bold states that,
"There is no other tool in sales that will
deliver better results, fill your pipe faster,
and help you cover more ground in less time
than the phone."
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Using the Phone

14. Here's a quick outline for a phone script from Jeb Blount:
1. Get their attention by using their name.
2. Introduce yourself.
3. Tell them why you're calling.
4. Bridge the gap and give them a "because." This is your value
proposition.
5. Ask for what you want, then shut up.
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A Framework for Phone Prospecting

15. “Hi Julie. My name is Jeb and I'm with Sales Gravy. The reason I'm
calling is to set an appointment with you. I just read an article online that
said your company is going to add 200 new sales positions over the next
year. Several companies in your industry are already using Sales Gravy
exclusively for sourcing sales candidates and are very happy with the
results that we are delivering. I thought the best place to start is to
schedule a short meeting to learn about your sales recruiting challenges
and goals. How about we meet Wednesday afternoon around 3pm?"
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Example

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Content of Your Touches

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The content of your email is largely going to
determine if you come across as an annoying pest
or a welcomed guest.
Content of Your Touches

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Biggest Mistakes
● Sending “Just following up,” “Just checking in” Etc.
● Being boring
● Offering no value

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4 Fixes
● Reemphasize value
● Offer insight
● Educate
● Share news

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Reemphasize Value
It’s all about what you can do for the prospect. Find a way
to show them value. Talk to their pain points, priorities
and motivations.

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Offer Insight
Make it about them and their benefits.
● Share a different way to approach their problems
● Share a novel idea for how they can reach goals
● Etc.

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Educate
Don’t pitch in every single follow up.
Offer your prospect valuable content
● Whitepaper
● Ebook
● Webinar recording
● Case study
● Etc.

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Share News
Your prospect will appreciate helping them stay up to
date with the latest news.
Sending them:
● Relevant industry news
● Product updates
● Competitive announcements
● Etc.

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Time Between Touches

25. There’s no single right answer.
Sending an email to a CXO is very different than an
entry level rep/associate.
Know your ICP!!!
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No Silver Bullet

26. Being a little more persistent early on, then tapering off if
the buyer hasn’t responded works well.
We’ve seen great results sending the second touch a
day or even 12 hours after the first.
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What Has Worked For Us

27. Most salespeople are timid and shy about follow up.
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The Average Follow up

28. Day 1: Call and email
Day 2: Email and favorite a tweet
Day 3: Follow and re-tweet
Day 5: Email and LinkedIn Connect
Day 7: Email
Day 10: Call and email
Day 17: Email and Twitter
Day 21: LinkedIn
Day 28: Call and email
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Example

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Putting It All Together

30. 1. Decide on a number of touchpoints.
2. Vary the channel/mediums you use to reach out.
3. Assign a schedule to your touchpoints.
4. Finally, decide on and create the content.
Most importantly....
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Make Decisions Quickly

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Scientifically Test and Improve

32. SMART – Specific, Measurable, Actionable, Realistic, and
Timely.
“Increasing the performance of my outbound campaign” vs
“Increasing my open rate by 8% in my outbound campaign
targeting CXOs within the next month.”
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1)Set Your Goals

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1)Set Your Goals
“Increasing the performance of my outbound campaign”
vs.
“Increasing my open rate by 8% in my outbound campaign
targeting CXOs within the next month.”

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2) Define What You’re Testing
From your goal, what’s the most appropriate thing to
test?
Open rates → Subject line
Reply → Body

35. In a subject line:
● Custom variable vs. no variable
● Question vs. statement
● Long vs. short
● Feature vs. benefit
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2) Define What You’re Testing

36. In an email body:
● Value proposition A vs. Value proposition B
● Call-to-action A vs. call-to-action B
● P.S. vs. no P.S.
● Social proof vs. no social proof
● Whitepaper vs. no whitepaper
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2) Define What You’re Testing

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3) Create and Run
Write the template that will serve as your “control” or
original template.
Then, copy that exact template and make your one
change to it. This second template is called your
“variant.”

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4) Collect and Analyze
“How long should I run it for?” and “How many emails
are enough?”
A good rule of thumb to remember is if you can get to a
90% statistical significance rate, you can be confident
that your results are meaningful.

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Compare Your Control

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Against Your Variant

41. Repeated trial and error.
Retesting your findings every 6 months.
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5) Iterate and Refine

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Thanks for Attending!
Any questions, don’t
hesitate to reach out!