12
Components of Successful B2B New Business Campaigns January 22 nd 2015 Philip Reid CEO ResponseLogic [email protected] 4049373902

Components of Successful B2B New Business Campaigns

Embed Size (px)

Citation preview

       

   

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  

   

Q  and  A    

Ask  me  anything!