Outbound B2B Sales Are Not Dead - They’ve Just Evolved

I’m Yanay (John) SelaGrowth = Marketing, Sales and BizDev

CMO@Appsee

@yanay_sela

Hello!

Qualitative Analytics

User Recordings

Touch Heatmaps

VisionThe “Why”

TacticsThe “How”

StrategyThe “What”

Prospects# Prospects handled within capacity (Unknown)

LeadsProspects-to-Leads % (Unknown)

SQLsInbound leads-to-SQLs % (known)

OpportunitiesSQLs-to-Opportunities % (known)

Closed wonOpportunity-to-Closed won % (known)

How we did we get here

Problem IdeaReasons

Deductive Reasoning / Strategic Reasoning

Prospecting

Who are they?

● Similar profiles● Desirable clients● Competitors clients● Ecosystem clients● Conferences attendees

Prospecting

How do we get them?

● Buy lists● LinkedIn search● Prospecting / Lead

enrichment apps● Web scraping

Consistent personas

“

“This might just be useful for you..”

“You’d be an amazing client for us..”

“What do you think?”

Transparency & Forwardness

Communication channels

Email

Phone Other

TwitterLinkedIn

Strategy cadence

AM PM#1 PM#2

Day 1 1st email LinkedIn connection requestSkype

request

Day 3 2nd email 1st call1st LinkedIn

Inmail

Day 6 2nd call 3rd call (Leave VM) Tweet

Day 9 3rd email Calendar Invite2nd LinkedIn

Inmail

Day 12 Breakup email

First email - Subject line

FOMO

JetBlue: “You’re missing out on points”

Curiosity / Shock

Manicube: “*Don’t Open This Email*”

Humor

Groupon: “Deals That Make Us Proud (Unlike Our Nephew, Steve)”

Vanity

Sephora: “Products the celebs are wearing”

Pain point

Evernote: “Stop wasting time on mindless work”

Question

Publisher: “How many leads do you need a day?”

First email - Subject line

◉ Straightforward◉ Personal◉ Less than 7 words◉ Emojis - in moderation

First email - Content

Text Only

ImageText & Design

GIF

Videos

◉ Feel special◉ Uncertainty◉ Likability◉ Flow

Email KPIs

◉ # emails sent◉ % emails rejected◉ Open rate◉ % negative responses◉ % positive responses◉ # link clicks / views◉ Best performing variation

Linkedin is a supporting channel for Email● Profile optimization● Login frequency● >50% auto approve all requests

Second email

◉ “Fwd: xxxx..”◉ “Dear..”◉ “This is a gentle followup..”◉ “I’m also attaching..”

Phone calls

Who’s the target audience?

◉ Skype

○ Connection request

○ Calling without connecting

◉ Call script

○ Forces you to think

○ Scalable

■ Good conversation flows

■ Engaging questions

■ Objections handling

■ Closing sentences

○ Flatten out bad days

○ Learn to drive a stick

Phone / Skype calls

LinkedIn Inmails

◉ “Great to connect..”◉ “ I sent an email a couple of days ago..”◉ “Not sure if you got it (my email is..)”◉ “Customized demo..”◉ “Worst case scenario..”

Connection requests

● # requests sent● % requests accepted● % requests declined● Best performing variation

LinkedIn KPIs

Inmails

● # Inmails sent● % positive responses● % negative responses● Best performing variation

Third email

◉ Namedrop a competitor◉ Time & date - end of next week

○ Specific time = Less friction○ Better availability○ “In the future” mechanism○ End of week = Better mood○ Conveys full schedule

Calendar invites

Breakup Email

Breakup email

◉ “Timing not right for <product name>..”◉ “I’m going to go ahead and assume that this is

not the optimal time for you so this will be the last email that I will send”

◉ “I’m leave you with this: …”

More emailing lessons

◉ Language ○ Native○ Audience / Register fit

◉ Short always wins◉ Timing◉ Mobile◉ Remove friction

○ “I’ll send over a calendar invite..”○ “Just click this link and i’ll do the rest..”

100 X 20 = 2,000Monthly prospects worked

200Monthly Leads (10%)

100Monthly SQLs (50%)

50Monthly opportunities (50%)

20Monthly closed won (40%)

(Avg. customer LTV) X (No. of closed won)

>100%ROI

Cost of (Labour + Infrastructure + Prospecting)

ROII vs ROOIReturn On Inbound Investment vs. Return On Outbound Investment

Twitter: @yanay_selaLinkedin: Yanay (John) Sela