Presentation slides from the webinar given 1-22-15

1.
Components
of
Successful
B2B
New
Business
Campaigns
January
22nd
2015
Philip
Reid
CEO
ResponseLogic
preid@response-­‐logic.com
404-­‐937-­‐3902

2.
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.

3. 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?

4. 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?

5. 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.

6. 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……

7. 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.

8. 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

9. 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

10. 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!

11. 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

12. Q
and
A
Ask
me
anything!