#salesIQ

Outsourcing LeadGeneration Best Practices

YOUR HOST

Aaron continues to reshape outbound sales teams with his approach outlined in Predictable Revenue, which Inc Magazine calls “The Sales Bible of Silicon Valley." Aaron built outbound sales at salesforce.com resulting in an added $1 billion in revenue.

Aaron “air” Ross / @motoceo #1 Bestselling Author, Speaker and Strategist

PREDICTABLE REVENUE

Award-Winning #1 Bestseller

!!

Called “The Sales Bible Of

Silicon Valley”

YOUR PRESENTERS

Eric MacColl!Director of Marketing, Scripted

Anand Kulkarni!Founder and CEO, LeadGenius

By combining the power of people, technology, and data, LeadGenius enables growing companies to quickly and easily scale their outbound prospecting campaigns. !As a former mathematician and National Science Foundation fellow at UC Berkeley, Anand developed new techniques to outsource and crowdsource work reliably and at scale.

Scripted's mission is to better the quality of written content on the Internet by helping businesses create it at scale. While Eric enjoys all aspects of marketing and business development, he comes from a digital marketing background from his time at iProspect.

JOIN THE CONVERSATION

@LeadGenius

#salesIQ

TODAY YOU WILL LEARN HOW TO

1

3

2

Repeatedly generate consistent sales ! through virtual outbound prospecting.

Triple your sales with predictable lead !generation.

Produce compelling content that drives!engaged traffic with outsourced inbound !marketing.

Aaron Ross TRIPLE YOUR SALES

Create predictable, scalable revenue.

Aaron Ross FATAL MISTAKE

fatal mistake:

growing revenue by hiring salespeople

Aaron Ross 3 TYPES OF LEAD GEN

Even with a perfect sales process or big sales team, if your lead gen is crummy, you’ll struggle With great leads, you can get everything else wrong and still do well There are 3 types of leads

Aaron Ross LEAD GEN

Seeds, Nets & Spears

Aaron Ross SEEDS

Seeds: Turn Your Funnel into an Hourglass

Aaron Ross NETS

Nets: Example Marketing Funnel

Aaron Ross Spears

Spears: Example Outbound Funnel

Aaron Ross SALES SHOULDN’T PROSPECT

They aren’t any good at it They don’t like it It’s not repeatable

Why?

Aaron Ross SPECIALIZED SALES ROLES

Specialize your four core sales roles.

S C R I P T E D . C O M

OUTSOURCING YOUR INBOUND

MARKETING

S C R I P T E D . C O M

N E T S

Spears, Seeds, and NETS

Inbound leads from Marketing

Seeds

Nets

Spears

S C R I P T E D . C O M

C O N T E N T F O R M AT S

Inbound Marketing

S C R I P T E D . C O M

I D E A G E N E R AT I O N

Your Brand

Don’t Create Content Just To Create Content

Content Creation

Timing

Your Audience

Know This First:

S C R I P T E D . C O M

M E S S A G I N G

Content is not just to get people to your website:

S C R I P T E D . C O M

M E S S A G I N G

LATE STAGE  Sales & Revenue

MID STAGE  Lead Gen & Subscriptions

EARLY STAGE  Engagement & Reach

S C R I P T E D . C O M

S U C C E S S

Success for Scripted’s Content

Engagement Qualified Leads

S C R I P T E D . C O M

S C A L I N G S C R I P T E D

Scaling Content With Outsourcing

S C R I P T E D . C O M

C O N T E N T T E A M

What Are Marketers Outsourcing?

S C R I P T E D . C O M

C O N T E N T T E A M

Strategy, Writing and Editing Are Different

Planning

Writing

EditingPublishing

PromotingContent strategists need to focus on their core audience and maintain an editorial calendar.

S C R I P T E D . C O M

C O N T E N T T E A M

S C R I P T E D . C O M

C O M M U N I C AT E

1. Industry – what do your writers need to know?!

2. Topics and titles – do you need ideas?!

3. Examples on your blog or blogs to emulate?!

4. Tone – style guide?!

5. Budget!

6. Timeline/Editorial Calendar

Know these before outsourcing to writers:

S C R I P T E D . C O M

S C R I P T E D S C A L I N G

What Type Of Content Is Easiest To Outsource?

Thought-leadership

Long-form content

Newsworthy/trend content

Evergreen content

S C R I P T E D . C O M

S C R I P T E D S C A L I N G

Small Team, Big Content

Team!• Content Manager!• Content Editor!!Volume!• 50+ pieces of content published

per month!!Content!• Blog Posts!• Guest Posts!• White Papers!• Slideshares!• Webinars!

!

Content Creation

Outsource to Scripted Writers

In-House20%

80%

S C R I P T E D . C O M

S C R I P T E D S C A L I N G

Efficiency of External Writing Teams

Editorial Calendar

Submit Guidelines

!Content Written  

Review Content

Publish/Promote

Measure

Plan content 4 weeks in advance

30+ pieces of content written in 5 to 10 days

3 to 5 days of review and editing

Promote across relevant channels immediately

Measure and optimize

GENERATE CONSISTENT SALES!THROUGH VIRTUAL OUTBOUND

PROSPECTING

LeadGenius.com

SPEARS

Seeds, Nets, and SPEARSOutbound leads from Sales

!The Good: Predictable results, often pinpointing specific executives. !The Bad: Not profitable for small deals or customers. !Hard to scale exponentially. You need $$ to hire sales associates.

SPEARSSPEARSSeeds

Nets

LeadGenius.com

OUTBOUND FUNNEL

Prepare

Prospect

Close

Specialized, scalable roles at each stage

LeadGenius.com

DATA + TECHNOLOGY + PEOPLE

1) Find and rank every potential qualified customer in the entire country (with no developers!)!

2) Figure out relevant data about each of those customers 3) Write each one of those customers a personalized message from a salesperson

You can now…

LeadGenius.com

Define your ideal customer!and mind the web.

LeadGenius.com

PREPARE: CUSTOMER PERSONA

Define your target customer!Meet Fred, Operations Manager

Image source: Hubspot

LeadGenius.com

PREPARE: MIND THE WEB

Avoid low quality sources… Data.com Dunn & Bradstreet

Find decision makers…

There are 21,708,021 American businesses6,049,655 businesses w/ >1 personYour customers are listed in…Yelp (47M establishments)LinkedIn (2M Companies)CrunchBase (650K Companies)AngelList (289K Companies)

GO STATE BY STATEor CITY BY CITY andvertical by vertical

LeadGenius.com

Build a team and test!your approach.

LeadGenius.com

SCALE: BUILD A TEAM

Leadgen: go global!

Outreach and QA: stick to US

Start with:1 leadgen staffer 1 outreach staffer 1 manager/QA (!!!)

Find people here:Craigslist (DIY)oDesk/Elance (DIY)Freelancer (DIY)Job Boards (DIY)TaskUs (managed)LeadGenius (managed)

LeadGenius.com

SCALE: EQUIP YOUR TEAM

Give researchers:LinkedIn PremiumGoogle Spreadsheets Import.ioRapportiveToofr (verification)

Give prospectors:LinkedIn PremiumYesware or Streak or Tout Salesforce/CRM access

Total cost: <$200

Equip your virtual SDRs with sales intelligence solutions

LeadGenius.com

PROSPECT: CRAFT THE PITCH

From: anand@leadgenius.com To: sarah@hotlead.com Subject: We have a few SDRs !Hi Sarah, !Our mutual friend Michael Jameson mentioned you were hiring SDRs. I wanted to see if we might be able to help you scale your team. LeadGenius has a few extra SDRs we can push your way. Let me know if you’d like to chat on Tuesday afternoon – we were able to replace 2 SDRs at ExistingClient last month and they saw a 30% boost in lead flow as a result. BTW, congrats on your recent round! !

Send it from your salesperson.

Short and sweet wins!

Make it a custom, handwritten email.

Don’t be salesy… be helpfuland solve a real problem.

Social proof and quantitative outcomes.

Double-Tap: LinkedIn profile view on the same day

LeadGenius.com

PROSPECT: ADVANCED MESSAGING

Interested?Here are 3

times that work for me!

Here’s more information!

Check back later.

Specific question

Automatically schedule a

follow-up mail

Targeted Content Immediate Response Multiple TouchesFrom: anand@leadgenius.com To: sarah@hotlead.com Subject: We have a few SDRs !Hi Sarah, !Our mutual friend Michael Jameson mentioned you were hiring SDRs. I wanted to see if we might be able to help you scale your team. LeadGenius has a few extra SDRs we can push your way. Let me know if you’d like to chat on Tuesday afternoon – we were able to replace 2 SDRs at ExistingClient last month and they saw a 30% boost in lead flow as a result. BTW, congrats on your recent round! !

LeadGenius.com

Measure your ROI.

LeadGenius.com

INCREASED CONVERSIONS

Immediate responses!from decision !

makers.

LeadGenius.com

MEASURING PERFORMANCE

Cost per lead

Leads per week

Emails per week

Handoffs per week

LeadGenius.com

Ideal customer profile.

LeadGenius.com

IDEAL CUSTOMER

B2B tech companies (all sizes).

You know your target customer and unique!value proposition.

You’ve consistently sold your product/service.

You have at least one sales professional.

LeadGenius.com

Goals & Expectations.

LeadGenius.com

REALISTIC EXPECTATIONS

When working with our ideal customer, we like to see…

1 researcher + 1

manager generate 600 leads per week

1 writer writes

600 templates per week

10% response = 10 leads per day

LeadGenius.com

Scaling outbound checklist.

LeadGenius.com

CHECK EACH BOX

Define your target audience and know your customer !personas well.

Gather a list of highly targeted prospects to contact based !on your qualification criteria.

Create a consistent process for doing outbound outreach.

Craft highly relevant and targeted email messages; then !measure open and response rates.

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Questions?

Tell us what’s working for you. Our Head of Marketing would love to hear from you: Lena@LeadGenius.com or @LenaShaw

eric@scripted.com anand@LeadGenius.comair@predictablerevenue.com

Thank you! Slides will be available via

download.