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
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
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
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
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.
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
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.
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.