Lead Hacking

Sales Hacker SeriesAmsterdam 2015Cralan Deutsch

Co-founder LeadBoxer

Sales Hacking - SDR

• “using technology, psychology, human capital, funding, legal — you name it — to overcome some barrier in your sales process” — Max Altschuler.

• In other words, a sales hack would be any

technique you use to positively influence

your sales efforts.

• The problem solved by sales hacking, in this

case, is the identification of (new) sales

channels.

Who should I be talking to?

• Hypothesis: it’s possible to hack into lead creation

• Problem: how to hack into lead creation

Simplify. Simplify. Simplify.

• The One Trick Pony • A tool that accomplishes a single critical

function and does it devastatingly well

Hello World,

• Hello my name is Cralan. • I’m here to talk to you about lead hacking. • It basically means figuring out how to

jumpstart or maintain the generation of leads. Period.

• The spirit of things here is along the lines of Lean methodology.

Eye on the Ball

• Objective: get started with lead hacking for B2B companies/startups (in a non-expensive way). Present short ‘lead hacking guide' you can start applying to your B2B company right away.

Defintion

• A lead is a person or business who may

eventually become a client.

Lead hacking A-B-C

• a) see opportunity,

• b) seize it and

• c) act on it.

Background

• My colleagues and I started as a traffic

measurement company (opentracker.net)

and accrued knowledge in big data

management. We realised that a small

subset of the ridiculous amount of data we

collect could be flipped into something

valuable.

Online Visitors

The problem-solution

• “Tell me who I should be talking to. Help me get in touch with them.”

Basic steps hacking leads. Step 1

• 1. Lead identification. who visits your site to learn about your products and services.

• NOTE: useful – for many things alongside lead generation – target client?

Lead hacking Step 2

• 2. Contact and engagement. Can get in

touch with these companies to sell products

& services, or to start a conversation.

• - the most asked question – how?

Lead hacking Step 3

• 3. Qualify these leads. Collect information about the lead.

• Once collected you are ready to act • Example: LinkedIn

Review

• Lead hack: Identification + Engagement - as

quickly as possibly, in other words, a short-

cut. Think of the lean methodology – apply

this to sales hacking – identify leads, try &

contact them, if a lead doesn’t pan out

drop it & move on. Repeat – keep moving.

How to hack leads

• In order to identify and qualify communicate with a potential lead you need to know:

• 1. who they are; company name and/or contact details (lead identification)

• 2. their interest (lead scoring and qualification) • 3. how to get in touch with them - email /

phone (lead nurturing and generation)

Q: Where do leads come from? 1.

• A: Lead generation can be formalised as

marketing or sales automation - as is the

practice with most large companies.

Where do leads come from 2.

• leads can be hacked, with growth- and

sales- hacking techniques by startups

without the budgets needed to pay full-

time maintain lead generation programs.

Lead creation

• i) You typically incentivise people to give you their contact details with candy (a reward), such as a download, login short-cut, etc. OR

• ii) build a great website that drives traffic OR

• iii) let people sign up for free trials OR • iv) sell something people want or need

Actionable

• then you collect all that data, and make it

actionable.

• Pipedrive to manage it all – or CRM & a way

to get reminders or ToDo’s

Actionable - alerts

What do I actually do?

• Million dollar question (see next slide).

conclusion

• lead generation is the process of figuring

out who you have to talk to, and talking to

them.

cralan@leadboxer.com