Featuring Ryan Williams, VP of Sales at LeadGenius, Mike Plante, VP of Demand Generation at InsideSales.com, and Max Altschuler, CEO at Sales Hacker
Acquiring more leads is one way to build a strong pipeline. Maximizing the potential of each lead is another. High-performance sales teams do both.
In this webinar you will learn how to:
-Enrich leads with custom data to decrease your sales cycle
-Prioritize and score leads for better tracking and forecasting
-Identify conversion-increasing data to turn leads into opportunities faster
-Speed up your response time
Register for the webinar here:
http://www.insidesales.com/webinar/view?t=squeeze-the-most-out-of-every-lead&a=vec063
Stan Slap - Creating the Competitive Edge and a Brandable Customer Experience
How High-Performance Sales Teams Squeeze The Most Out of Every Lead
1. Featuring Ryan Williams,
VP of Sales at LeadGenius,
Mike Plante, VP of Demand
Generation at InsideSales.com,
and
Max Altschuler, CEO at Sales Hacker
HOW HIGH-PERFORMANCE
SALES TEAMS SQUEEZE THE
MOST OUT OF EVERY LEAD
webinar
3. HOW THIS WILL WORK
• This webinar will last about an hour
• Type in your questions in the Q&A box as you think of them
• Join the conversation using #InsideSalesWebinar
• This is being recorded… I’ll tell you how to access the
recording at the end
4. POLL QUESTION
• What is your current mix of inbound/outbound lead
volume?
– All Inbound, No Outbound
– Mostly Inbound, But Some Outbound
– Close to a 50/50 Mix of Inbound and Outbound
– Some Inbound, But Mostly Outbound
– No Inbound, All Outbound
5. Sales wants all
“leads” fast Marketing feels the love and
hits the “more” button
Sales doesn’t follow up Marketing: “Why no
follow up?”
Sales: The “leads” are
no good Marketing:
Wasted effort, poor
performance, bitterness,
despair
6. EIGHT STEPS YOU CAN TAKE TODAY
TO GET MORE OUT OF YOUR B2B LEADS
1. Identify two high-value data points and
create research loop
2. Enrich and score leads as they come
into your system
3. Respond to inbound leads with high-
enough score immediately
4. Tune persistence and cadence for all
lead types
5. Set up time stamps
6. Create list views/workflows for reps
7. Prescriptive contacting
8. Mind your recycle bin
INBOUND
OUTBOUND
7. 1. IDENTIFY 2 HIGH-VALUE DATA
POINTS & CREATE A RESEARCH
LOOP
8. DEFINE YOUR IDEAL LEAD
• What custom data do you use now?
• What would be your “silver bullet” criteria?
• What does your best rep like to find out before they pick
up the phone?
• What characteristics to your best current customers
share?
• Go Beyond Core Lead Components
– Business Size, Location, Industry, User/Customer Base
9. CUSTOM DATA POINT EXAMPLES
• Building Square Footage
• Google Partner (y/n)
• E-Commerce Platform Type
• Social Followers
• Funding/Capital Events
• CRM or Marketing Automation Type
• Current Job Openings
19. BE PERSISTENT WITH INBOUND AND OUTBOUND LEADS
Current Practice
1.5
Attempts
Best Practice
6-9
Attempts
Lift
3x
Initial Contact
Rates
20. APPLY A PRESCRIPTIVE CADENCE TO BOTH INBOUND AND
OUTBOUND LEADS
Current Practice
No
Outreach Strategy
Best Practice
10d
Outreach Strategy
Lift
26%
Increase in
Appointments
21. SAMPLE CADENCE: OUTBOUND APPOINTMENT SETTERS
1st Dial
2nd Dial
+
Voicemail
+ Email
3rd Dial 4th Dial 5th Dial
6th Dial
+ Voicemail
+ Email
7th Dial
8th Dial
+ Voicemail
+ Email
Eight calls per contact over 2 weeks
Day 1 Day 2 Day 4 Day 6 Day 10Day 8
Salesforce
contact
info
will
show
the
dial
count
23. REPORTING ON LEAD ACTIVITY IS KEY
• Timestamps are the baseline needed for accurate sales
cycle reporting
• Even if you don’t have the ability to report on everything
you’d like at this moment, timestamp data will be
invaluable to your next sales ops hire.
27. EQUIP YOUR REPS WITH THE RIGHT REPORTING
• You want a smarter sales team. A smarter sales team
wants more flexibility and autonomy.
• Visibility into the sales process enables you to prioritize
company goals while allowing reps more latitude to self
manage
28. Example Lead List Views
• New Inbound
• Contacted Inbound
• Contacted Outbound
• Qualifying Leads
• Disco Completed
• Leads w/ No Activity In 5
Days
Example Opportunity List
Views
• Prospect
• Demo Completed
• Evaluation
• Proposal
• Committed
• Opportunities /w No
Activity In 7 Days
31. PRESCRIPTIVE, AUTOMATED CONTACTING
Task Manual Prescriptive, Automated
Systems Impact
Decide
who to
call
Rep
stares
at
list
with
no
context;
makes
best
guess
who
to
call
System
serves
up
best
record
to
call More time
on
task
vs.
researching
Balance
inbound
and
outbound
Hot
leads
mixedwith
outbound
calls Inbound
leads
are
treated
as
high
priority and
get
immediately
actioned
Increased contact
rates
and
close
rates
Document
in
CRM
Reps
skip some
or
all
documentation
Call
recording,
details
and
disposition
are
automatically
saved
Comprehensive
data,
including
time
stamps,
available
for
analysis
Know
when
to
call
back
Contacting
is
based
solely
on
when
rep
thinks
prospect
may
answer
Know
when
a
prospect
is
at
their
desk
and
time
your
call
to
coincide with
their
reading
or
sharing
content
Increased
engagement,
responsiveness, and
close
rates
Know
when
a
cold prospect
re-‐engages
Send
emails
at
a
cadence
after
a
client
goes
dark in
hopes
that
they
respond
at
some
point
Get notified
immediately
when
they
re-‐open
an
email,
visit
your
website,
or
download
an
attachment
you
set
Deals that
were
thought
lost
and
gone
can
be
revived
and
closed.
34. LEAD ENRICHMENT IS NEEDED
The
average
B2B
sales
and
marketing
database
decays
at
over
3%
per
month
35. WRING MORE VALUE FROM EVERY LEAD
1. Identify two high-value data points and create research loop
2. Enrich and score leads as they come into your system
3. Respond to inbound leads with high-enough score immediately
4. Tune persistence and cadence for all lead types
5. Set up time stamps
6. Create list views/workflows for reps
7. Prescriptive contacting
8. Mind your recycle bin