How High-Performance 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 webinar

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 #InsideSalesWebinar • 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) • E-Commerce 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 LEADS FIRST • Through webform fields • Through real-time data append via third-party data providers

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

16. 3. RESPOND IMMEDIATELY

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 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.

24. SALES VELOCITY INDICATORS

25. 6. CREATE LIST VIEWS & WORKFLOWS FOR REPS

26. EQUIP YOUR REPS WITH THE RIGHT REPORTING • You want a smarter sales team. A smarter sales team wants more flexibility and autonomy. • Visibility into the sales process enables you to prioritize company goals while allowing reps more latitude to self manage

27. 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 Completed • Evaluation • Proposal • Committed • Opportunities /w No Activity In 7 Days

28. NO ACTIVITY IN 5 DAYS

29. 7. PRESCRIPTIVE, AUTOMATED CONTACTING

30. PRESCRIPTIVE, AUTOMATED CONTACTING Task Manual Prescriptive, Automated Systems 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 mixedwith 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.

31. 8. MIND YOUR RECYCLING BIN

32. 12 MONTH NO-TOUCH REPORT

33. LEAD ENRICHMENT IS NEEDED The average B2B sales and marketing database decays at over 3% per month

34. WRING MORE VALUE FROM EVERY LEAD 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

35. THANKS FOR JOINING US LIVE!

36. 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

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