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Components of Successful B2B New Business Campaigns
January 22nd 2015
Philip Reid CEO
ResponseLogic preid@response-‐logic.com
404-‐937-‐3902
Introduc9on
Philip Reid, CEO ResponseLogic • 19 years creaEng B2B lead generaEon campaigns • Last 11 exclusively for technology companies Proponent of integrated campaigns, however, believe the quickest way to your next new customer is by having a conversaEon with them.
Program Defini9ons We should all be on the same page
Proper definiEons ensure all parEes are on the same page. A few criEcal terms that need to be defined are: Qualified Suspect – someone who should be doing business with you, but isn't and may never have heard of you. Lead – a qualified suspect that meets criteria and is ready for further nurture (proposal/proof of concept etc.) or close. And what criteria will define a qualified lead? BANT? AddiEonal qualifying quesEons? Lead Hunters/Account Managers/Telemarketers/ Lead Generators – what do we call them?
Program Goals and Objec9ves Goals are Good!
We like goals that are measurable? (Because we’re probably NOT doing this to raise awareness) What do we want to accomplish? IdenEfy qualified “sales-‐ready” leads? Acendees to an event? What milestones do we need to reach and when? At the end of X number of days or hours, how many leads should we have?
Crea9ng your Database of “Qualified Suspects” Building a Targeted and Accurate Prospect Database
30% of the data you had 12 months ago is inaccurate (Source: HubSpot) Your database needs to be regularly re-‐confirmed and updated. Direct dial numbers are best but not always available. Should we enrich and add social data to our database? Yes. Because buyers expect to messaged, educated and nurtured as if you already know them. Social123 is a good source for social data.
Assembling and Assigning Marke9ng Collateral
Your markeEng collateral (including call scripts) should speak to the goals you are trying to accomplish. It is important to “map” every piece of markeEng collateral to THE MOST APPROPRIATE recipient. If we’re talking to mulEple verEcals/job levels, you want your Lead Hunters to speak to them about issues that YOU BELIEVE are affecEng their job AND posiEon you as a soluEon. Watch for this pimall: Don’t get too detailed…..Etles are ambiguous! And if your data is bad……
Staffing and Training
Most sales teams have individuals with three disEnct, but someEmes overlapping, skillsets; • Hunters – Love to chase and catch new business opportuniEes. Hate account management. • Closers –Love to seal the deal but hate cold calling and ongoing account management. • Account Managers – works well with exisEng business to gain organic growth, but despises
making new connecEons
Ensure your sales teams are in posiEons that best suit their skillsets and incenEvize them to win. As experienced as your team may be, make sure they receive ongoing skills training specific to their job funcEon.
Support Systems Avoid CounterproducEve Overhead
You want your Lead Hunters to do what they do best – idenEfy new qualified sales opportuniEes. Start with great data and to avoid addiEonal online research. Checking Google and Linkedin kill producEvity. Virtual call center applicaEons like Five9 are inexpensive, effecEve and offer outstanding reporEng/quality control features. We want conversaEons – NOT paper-‐pushers/researchers/system administrators
Measurement and Management
Every component of this iniEaEve should be measurable. Measure the Database: Qualified suspects to Qualified Leads? Qualified suspects/Lead to closed business? Bounce/Bad Number rates. Measure your Lead Hunters: Benchmark minimums by call/conversaEons per hour Hours to Appointments Use the virtual call center tools to manage the quality of the calls and adjust to make improvements
Expected Results
Easy Answer? Qualified opportuniEes for your sales team to win more business. Becer Answer? (using the described techniques) One new qualified opportunity every 5 to 6 hours of prospecEng. Now SCALE!
Conclusion
1. Start with a solid database of qualified suspects 2. Assign the right markeEng material and scripts to the most relevant recipients 3. Hire the right staff of lead hunters 4. Give them the tools necessary to do what they do best – idenEfy opportuniEes 5. Measure and manage performance and adjust to opEmize results 6. You should have 1 qualified opportunity every 5-‐6 hours of prospecEng 7. Finally…SCALE
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