Outbound b2b sales are not dead – they’ve just evolved / Growth Track / Geektime Conference By: Yanay Sela, CMO, Appsee

1. Outbound B2B Sales
Are Not Dead -
They’ve Just Evolved

2. I’m Yanay (John) Sela
Growth = Marketing, Sales and BizDev
CMO@Appsee
@yanay_sela
Hello!

3. Qualitative
Analytics

4. User Recordings

5. Touch Heatmaps

6. Vision
The “Why”
Tactics
The “How”
Strategy
The “What”

7. Prospects
# Prospects handled within capacity (Unknown)
Leads
Prospects-to-Leads % (Unknown)
SQLs
Inbound leads-to-SQLs % (known)
Opportunities
SQLs-to-Opportunities % (known)
Closed won
Opportunity-to-Closed won % (known)

8. How we did we get here
Problem IdeaReasons
Deductive Reasoning / Strategic Reasoning

9. Prospecting

10. Who are they?
● Similar profiles
● Desirable clients
● Competitors clients
● Ecosystem clients
● Conferences attendees
Prospecting
How do we get them?
● Buy lists
● LinkedIn search
● Prospecting / Lead
enrichment apps
● Web scraping

11. Consistent
personas

12. “
“This might just be useful for you..”
“You’d be an amazing client for us..”
“What do you think?”
Transparency &
Forwardness

13. Communication channels
Email
Phone Other
TwitterLinkedIn

14. Strategy cadence
AM PM#1 PM#2
Day 1 1st email LinkedIn connection request
Skype
request
Day 3 2nd email 1st call
1st LinkedIn
Inmail
Day 6 2nd call 3rd call (Leave VM) Tweet
Day 9 3rd email Calendar Invite
2nd LinkedIn
Inmail
Day 12 Breakup email

15. First email - Subject line
FOMO
JetBlue: “You’re missing out on
points”
Curiosity / Shock
Manicube: “*Don’t Open This
Email*”
Humor
Groupon: “Deals That Make Us
Proud (Unlike Our Nephew,
Steve)”
Vanity
Sephora: “Products the celebs
are wearing”
Pain point
Evernote: “Stop wasting time on
mindless work”
Question
Publisher: “How many leads do
you need a day?”

16. First email - Subject line
◉ Straightforward
◉ Personal
◉ Less than 7 words
◉ Emojis - in moderation

17. First email - Content
Text
Only
Image
Text &
Design
GIF

18. Videos
◉ Feel special
◉ Uncertainty
◉ Likability
◉ Flow

19. Email KPIs
◉ # emails sent
◉ % emails rejected
◉ Open rate
◉ % negative responses
◉ % positive responses
◉ # link clicks / views
◉ Best performing variation

20. Linkedin is a supporting channel
for Email
● Profile optimization
● Login frequency
● >50% auto approve all requests

21. Second email
◉ “Fwd: xxxx..”
◉ “Dear..”
◉ “This is a gentle followup..”
◉ “I’m also attaching..”

22. Phone calls

23. Who’s the target audience?
◉ Skype
○ Connection request
○ Calling without connecting
◉ Call script
○ Forces you to think
○ Scalable
■ Good conversation flows
■ Engaging questions
■ Objections handling
■ Closing sentences
○ Flatten out bad days
○ Learn to drive a stick
Phone / Skype calls

24. LinkedIn Inmails
◉ “Great to connect..”
◉ “ I sent an email a couple of days ago..”
◉ “Not sure if you got it (my email is..)”
◉ “Customized demo..”
◉ “Worst case scenario..”

25. Connection requests
● # requests sent
● % requests accepted
● % requests declined
● Best performing variation
LinkedIn KPIs
Inmails
● # Inmails sent
● % positive responses
● % negative responses
● Best performing variation

26. Third email
◉ Namedrop a competitor
◉ Time & date - end of next week
○ Specific time = Less friction
○ Better availability
○ “In the future” mechanism
○ End of week = Better mood
○ Conveys full schedule

27. Calendar invites

28. Breakup Email

29. Breakup email
◉ “Timing not right for <product name>..”
◉ “I’m going to go ahead and assume that this is
not the optimal time for you so this will be the
last email that I will send”
◉ “I’m leave you with this: …”

30. More emailing lessons
◉ Language
○ Native
○ Audience / Register fit
◉ Short always wins
◉ Timing
◉ Mobile
◉ Remove friction
○ “I’ll send over a calendar invite..”
○ “Just click this link and i’ll do the rest..”

31. 100 X 20 = 2,000
Monthly prospects worked
200
Monthly Leads (10%)
100
Monthly SQLs (50%)
50
Monthly opportunities (50%)
20
Monthly closed won (40%)

32. (Avg. customer LTV) X (No. of closed won)
>100%
ROI
Cost of (Labour + Infrastructure + Prospecting)

33. ROII vs ROOI
Return On Inbound Investment vs. Return On Outbound Investment

34. Twitter: @yanay_sela
Linkedin: Yanay (John) Sela