How High Performance B2B Sales Teams Squeeze The Most Out Of Every Lead
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Acquiring more leads is one way to build a strong pipeline. Maximizing the potential of each lead is another. High-performance sales teams do both. In this webinar featuring Ryan Williams, VP of Sales at LeadGenius, Mike Plante, VP of Demand Generation at InsideSales.com, and Max Altschuler, CEO at Sales Hacker You will learn how to: -Enrich leads with custom data to decrease your sales cycle -Prioritize and score leads for better tracking and forecasting -Identify conversion-increasing data to turn leads into opportunities faster Speed up your response time
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How High Performance B2B Sales Teams Squeeze The Most Out Of Every Lead
- 1. Featuring Ryan Williams, VP of Sales at LeadGenius, Mike Plante, VP of Demand Generation at InsideSales.com, and Max Altschuler, CEO at Sales Hacker HOW HIGH-PERFORMANCE SALES TEAMS SQUEEZE THE MOST OUT OF EVERY LEAD
- 2. Ryan Williams VP Sales LeadGenius leadgenius.com linkedin.com/in/jryanwilliams Today’s Speakers Mike Plante VP of Demand Generation InsideSales.com linkedin.com/in/plantemike Max Altschuler CEO Sales Hacker saleshacker.com linkedin.com/in/maxaltschuler
- 3. HOW THIS WILL WORK • This webinar will last about an hour • Type in your questions in the Q&A box as you think of them • Join the conversation using #ISDCWebinar • This is being recorded… I’ll tell you how to access the recording at the end
- 4. POLL QUESTION • What is your current mix of inbound/outbound lead volume? – All Inbound, No Outbound – Mostly Inbound, But Some Outbound – Close to a 50/50 Mix of Inbound and Outbound – Some Inbound, But Mostly Outbound – No Inbound, All Outbound
- 5. Sales wants all “leads” fast Marketing feels the love and hits the “more” button Sales doesn’t follow up Marketing: “Why no follow up?” Sales: The “leads” are no good Marketing: Wasted effort, poor performance, bitterness, despair
- 6. EIGHT STEPS YOU CAN TAKE TODAY TO GET MORE OUT OF YOUR B2B LEADS 1. Identify two high-value data points and create research loop 2. Enrich and score leads as they come into your system 3. Respond to inbound leads with high-enough score immediately 4. Tune persistence and cadence for all lead types 5. Set up time stamps 6. Create list views/workflows for reps 7. Prescriptive contacting 8. Mind your recycle bin INBOUND OUTBOUND
- 7. 1. IDENTIFY 2 HIGH-VALUE DATA POINTS & CREATE A RESEARCH LOOP
- 8. DEFINE YOUR IDEAL LEAD • What custom data do you use now? • What would be your “silver bullet” criteria? • What does your best rep like to find out before they pick up the phone? • What characteristics to your best current customers share? • Go Beyond Core Lead Components – Business Size, Location, Industry, User/Customer Base
- 9. CUSTOM DATA POINT EXAMPLES • Building Square Footage • Google Partner (y/n) • eCommerce Platform Type • Social Followers • Funding/Capital Events • CRM or Marketing Automation Type • Current Job Openings
- 10. 2. ENRICH AND SCORE LEADS AS THEY COME IN
- 11. ENRICH • Through webform • Through real-time data append
- 12. LEVERAGE DATA TO PRIORITIZE LEADS TO CONTACT Current Practice 1-3 Data Points Best Practice 80B Data Points Lift 24% Increase in Revenue
- 13. 0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 2.5K 2.0K 1.5K 1.0K 0.5K #ofLeads Lead Quality 5% 4% 3% 2% 1% CloseRate PREDICTIVE GIVES VISIBILITY Leads Worked # of Leads
- 14. 0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 2.5K 2.0K 1.5K 1.0K 0.5K #ofLeads Lead Quality 5% 4% 3% 2% 1% PRESCRIPTIVE ALIGNS EFFORT Leads Worked # of Leads CloseRate
- 15. 0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 2.5K 2.0K 1.5K 1.0K 0.5K #ofLeads Lead Quality 5% 4% 3% 2% 1% EFFICIENCY INCREASES CAPACITY Leads Worked # of Leads Additional Leads Worked CloseRate
- 17. RESPOND IMMEDIATELY TO NEW INBOUND LEADS Current Practice 38 Hrs Response Time Best Practice 5 Min Response Time Lift 21x Qualifications
- 18. 4. TUNE PERSISTENCE AND CADENCE FOR INBOUND AND OUTBOUND LEADS
- 19. BE PERSISTENT WITH INBOUND AND OUTBOUND LEADS Current Practice 1.5 Attempts Best Practice 6-9 Attempts Lift 3x Initial Contact Rates
- 20. APPLY A PRESCRIPTIVE CADENCE TO BOTH INBOUND AND OUTBOUND LEADS Current Practice No Outreach Strategy Best Practice 10d Outreach Strategy Lift 26% Increase in Appointments
- 21. SAMPLE CADENCE: OUTBOUND APPOINTMENT SETTERS 1st Dial 2nd Dial + Voicemail + Email 3rd Dial 4th Dial 5th Dial 6th Dial + Voicemail + Email 7th Dial 8th Dial + Voicemail + Email Eight calls per contact over 2 weeks Day 1 Day 2 Day 4 Day 6 Day 10Day 8 • InsideSales system tells you when to reach out to contacts • Reps are responsible for knowing when to leave VMs & emails • Contacts follow this sequence until one of the following occurs ‒ Demo is scheduled ‒ InsideSales Callback is scheduled ‒ Contact is closed ‒ Account prospecting status is closed Salesforce contact info will show the dial count
- 22. 5. SET UP TIME STAMPS
- 23. REPORTING ON LEAD ACTIVITY IS KEY • Timestamps are the baseline needed for accurate sales cycle reporting • Even if you don’t have the ability to report on everything you’d like at this moment, timestamp data will be invaluable to your next sales ops hire.
- 26. 6. CREATE LIST VIEWS & WORKFLOWS FOR REPS
- 27. EQUIP YOUR REPS WITH THE RIGHT REPORTING • You want a smarter sales team. A smarter sales team wants more flexiblity and autonomy. • Visibility into the sales process enables you to prioritize company goals while allowing reps more latitude to self manage
- 28. Example Lead List Views • New Inbound • Contacted Inbound • Contacted Outbound • Qualifying Leads • Disco Completed • Leads w/ No Activity In 5 Days Example Opportunity List Views • Prospect • Demo Compelted • Evaluation • Proposal • Committed • Opportunities /w No Activity In 7 Days
- 29. NO ACTIVITY IN 5 DAYS
- 31. PRESCRIPTIVE, AUTOMATED CONTACTING Task Manual Prescriptive, Automated Impact Decide who to call Rep stares at list with no context; makes best guess who to call System serves up best record to call More time on task vs. researching Balance inbound and outbound Hot leads mixed with outbound calls Inbound leads are treated as high priority and get immediately actioned Increased contact rates and close rates Document in CRM Reps skip some or all documentation Call recording, details and disposition are automatically saved Comprehensive data, including time stamps, available for analysis Know when to call back Contacting is based solely on when rep thinks prospect may answer Know when a prospect is at their desk and time your call to coincide with their reading or sharing content Increased engagement, responsiveness, and close rates Know when a cold prospect re-engages Send emails at a cadence after a client goes dark in hopes that they respond at some point Get notified immediately when they re-open an email, visit your website, or download an attachment you set Deals that were thought lost and gone can be revived and closed.
- 32. 8. MIND YOUR RECYCLING BIN
- 33. 12 MONTH NO-TOUCH REPORT
- 34. LEAD ENRICHMENT IS NEEDED The average B2B sales and marketing database decays at over 3% per month
- 35. CONCLUSION
- 36. THANKS FOR JOINING US LIVE!
- 37. Ryan Williams VP Sales LeadGenius leadgenius.com linkedin.com/in/jryanwilliams Q&A Mike Plante VP of Demand Generation InsideSales.com linkedin.com/in/plantemike Max Altschuler CEO Sales Hacker saleshacker.com linkedin.com/in/maxaltschuler
Notas do Editor
- Reps spend 68% of their time researching – not selling. Reps spend a majority of their time trying to figure out leads or opportunities to work – i.e., what to do next. Prioritizing with data the actions of a rep through their daily workflow, can significantly improve the efficiency and productivity of a rep. Eliminate time-wasting research Integrate directly with dialer Minimize time wasted building lists for reps – that they won’t follow anyway Automatically update and sort lists with any new leads / accounts, into optimal order by weighting likelihood to close and likelihood to contact scores together with available demographic, geographic, and other company information. Eliminate rep cherry-picking with dialer integration
- Here is an example from one of our customers. It presents the problem that every sales organization faces. Half of our sales effort is spent chasing leads that won’t close. In fact, best leads close at over 10x the rate of the worst leads. No matter how hard you’re trying, you are selling to people not ready to buy from you. So what’s the solution?
- Efficiency comes from: Driving improvement of existing resources Create alignment of teams Improve process efficiencies
- Contact and qualification rates drop dramatically in just minuets and continue to decrease over the next few hours. There is a 10X decrease in contacts after just the first 5 minutes. (Note, the slide metric is about Qualifications.) “Current Practice” was a Response Audit that InsideSales ran on all attendees of Dreamforce 2015 in the weeks leading up to the tradeshow in September. (37.75 hours). “Response Time” = The amount of time that elapses between the moment an interested lead completes a web form until a sales representative contacts them.
- Over 30% of leads are never contacted at all. By just making a few more call attempts, sales reps can experience up to a 3X increase in contact rates. 40% of reps give up after the first dial attempt. By calling at least 6 times, you are 90% likely to get a hold of a contact.