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The Art and Science of Lead Generation - Ken Krogue & Amanda Holmes

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Featuring Ken Krogue, President, Founder and Chief Strategy Officer at InsideSales.com and Amanda Holmes, CEO of The Chet Holmes Institute

Is your marketing being heard through the noise of your competitors? Does your sales team maximize the leads marketing generates? Learn the art and science of lead generation and management strategies that leverage your marketing spend and increase response rates.

After listening to this webinar you will be able to:

Get 9x the response from your marketing spend and Increase Response 342%
Learn 7 proven ways to increase your response rates
Understand 5 reasons your marketing isn't working like it should (and know how to fix it)

Publicado en: Ventas

The Art and Science of Lead Generation - Ken Krogue & Amanda Holmes

  1. 1. Ken Krogue & Amanda Holmes THE ART AND SCIENCE OF LEAD GENERATION
  2. 2. Ken Krogue Founder, President & Chief Strategy Officer InsideSales.com INTRODUCING Amanda Holmes CEO Chet Holmes International
  3. 3. Jim Steele Former Salesforce Chief Customer Officer Head of Worldwide Sales THE CONNECTION Advisory Board Member Chet Holmes InternationalCurrently President of Worldwide Sales & Chief Customer Officer InsideSales.com
  4. 4. Chet Holmes Protégé of Charlie Munger Helped 200,000 businesses THE ORIGINS OF THE CHET HOLMES METHOD The Book NY Times #1 Amazon 7 years later 78 Training Products 100 countries
  5. 5. CHET’S LEGACY
  6. 6. www.ChetHolmes.com/DoubleSales   ©  201  Chet  Holmes  Interna;onal.  All  Rights  Reserved.     6   What  we’re  going  to  cover…   •  5  Reasons  Your  Marke.ng   Isn’t  Working  Like  It   Should…   •  3  Ways  to  Fix  it •  How  to  Get  9x  the   Response  From  Your   Marke.ng  Spend   www.ChetHolmes.com/doublesales
  7. 7. 5  Reasons  Why  Your  Marke;ng   Isn’t  Working  Like  It  Should   •  TRUST:  They  don’t  trust  you.  Likeability  is  at  an  abysmal  17%.  Millennials  trust   BLOGGERS  more  than  TV  News.   •  COMPETITION:  They  see  5,000  commercial  messages  and  product  placements  a  day.   •  IMPATIENCE:  due  to  the  instant  gra;fica;on  of  the  internet,  the  aZen;on  span  is   half  what  it  was  just  10  years  ago.   •  WASTED  Online  Marke;ng:  86%  of  ads  that  are  paid  for  are  never  seen.   •  Salespeople  are  poorly  trained:  Training  salespeople  isn’t  going  well  for  most   companies.   •  Majority  of  companies  spend  less  than  2  months  onboarding  new  sellers.   •  And  yet  it  takes  on  average  8-­‐12  months  for  salespeople  to  perform  like  their  tenured  colleagues.     •  Companies  with  great  onboarding  processes  train  34%  faster,  4  months  quicker  than  those  who  have  no   training.     But  all  of  these  are  just  small  issues,  they’re  symptoms,  not  the  root  cause  of  the   problem.     Let’s  do  a  liZle  exercise  and  I’ll  show  you…    
  8. 8. Source:  Centers  for  Disease  Control  and  Preven;on.  Tobacco-­‐related  Mortality  
  9. 9. www.ChetHolmes.com/DoubleSales   ©  201  Chet  Holmes  Interna;onal.  All  Rights  Reserved.     9   Imagine  you’re  in  a  Stadium   www.ChetHolmes.com/DoubleSales   ©  2015  Chet  Holmes  Interna;onal.  All  Rights  Reserved.     Write  your  Stadium  Pitch  :tle  now…  
  10. 10. www.ChetHolmes.com/DoubleSales   ©  201  Chet  Holmes  Interna;onal.  All  Rights  Reserved.     10   Let’s  Define  Your  Audience   3% Buying Now 7% Open to it 30% Not thinking about it 30% Thinking they’re not interested 30% Definitely NOT interested! for  ANY  product  or  service
  11. 11. Was  your  .tle   focused  on  THEM?   Or  was  it  focused   on  you? www.ChetHolmes.com/DoubleSales   ©  2015  Chet  Holmes  Interna;onal.  All  Rights  Reserved.    
  12. 12. The  PROBLEM       99%  of  marke.ng  and   sales  messages  are   focused  on  YOU,     Was.ng  90%  of  your   .me,  energy,  and   money.  
  13. 13. The  Key  Components  of  a     Stadium  Pitch   ü  A  Head  Turning  Title   ü  Market  Data  is  way  more  mo;va;onal   than  product  data   ü  Content  that  offers  solu;ons  to   problems.  (Not  product/service   centered)   ü  The  ability  to  get  the  remaining  97%  of   your  market  aware  of  your  product  or   service  and  interested  enough  to   become  your  customer…   www.ChetHolmes.com/DoubleSales   ©  2015  Chet  Holmes  Interna;onal.  All  Rights  Reserved.    
  14. 14. www.ChetHolmes.com/DoubleSales   ©  201  Chet  Holmes  Interna;onal.  All  Rights  Reserved.     14   Can  You  Add  One  Great  “Wow”  Data  Point?   Better Bad “Finance Your Home!” Bad  Title   BeZer  Title  
  15. 15. www.ChetHolmes.com/DoubleSales   ©  201  Chet  Holmes  Interna;onal.  All  Rights  Reserved.     15   BetterBad 7  Reasons  Den;sts   Are  Going  Out  of   Business Save  Up  to  50%  on   Dental  Equipment!   Bad  Title   BeZer  Title   People  in  Pain  Take  Ac;on  Much  Quicker    
  16. 16. “We  expanded  our  opera,ons  across  the   brands  with  13  shops  in  DK,  20  bou,ques  in   Germany  and  65  In  Norway  and  closed  USD   $200  million  worth  of  contracts  for  the  rest  of   the  year...in  addi,on  to  the  business  we  were   already  handling.       I  wanted  to  let  you  know!  We  made  a  direct   mailing  to  our  best  buyer  group  and  achieved  a   direct  response  of  (are  you  siNng  down?):  58%   and  growing  as  I  write  to  you.  When  did  anyone   get  58%  direct  response  on  a  direct  mailing?   This  s***  works  man!”       Dennis  Lindberg-­‐President,  Formio  Sequoyah   Just  to  show  it  works…   www.ChetHolmes.com/DoubleSales   ©  2015  Chet  Holmes  Interna;onal.  All  Rights  Reserved.    
  17. 17. 3  Ways  to  Increase  Your  Current   Lead  Genera.on
  18. 18. 1.  Teach  Them  Something  of  Value:   Sell  one  to  many? “People  will  come  to  you  and  stay  longer  to  hear  something  of  value  to   THEM,  then  they  ever  will  just  to  be  sold  to.”  @ChetHolmes    
  19. 19. www.ChetHolmes.com/DoubleSales   ©  201  Chet  Holmes  Interna;onal.  All  Rights  Reserved.     19   BetterBad 10  Opera;onal   Inefficiencies  Cos;ng   You  a  Fortune Do you want to buy solar panels? Bad  Title   BeZer  Title   Greg  Went  From  a  1  Man  Contractor  to  a     7  Figure  Business  Using  This  Stadium  Pitch  
  20. 20. “I  consider  myself  blessed  to  have  been  trained   with  the  Chet  Holmes  Method.    Without  that,  I  would  have  remained  a  small   Eme  contractor  closing  one  out  of  every  ten   sales  calls  that  I  went  on.       Instead  I  built  a  7  figure  business  as  a  part  Eme   student  in  college.  If  I  could  do  it,  you  can  too.”     Greg  Digneo,  Co-­‐Founder  of     Solar  Panel  Company   Systems  of  Apollo If  a  college  kid  can  do  it,  you  can  too…   www.ChetHolmes.com/DoubleSales   ©  2015  Chet  Holmes  Interna;onal.  All  Rights  Reserved.    
  21. 21. 2.  Unseat  Your  Compe.tors   Can  you  be  2  Clicks  Before  Your  Compe.tors?  
  22. 22. 3,400,000  Compe;;ve  Results     www.ChetHolmes.com/DoubleSales   ©  2015  Chet  Holmes  Interna;onal.  All  Rights  Reserved.     !
  23. 23. 112,000  Compe;;ve  Results     www.ChetHolmes.com/DoubleSales   ©  2015  Chet  Holmes  Interna;onal.  All  Rights  Reserved.     !
  24. 24. www.ChetHolmes.com/DoubleSales   ©  201  Chet  Holmes  Interna;onal.  All  Rights  Reserved.     24   How  Can  You  Be  2  Steps  BEFORE  Your  Compe;;on?   BetterBad “5 Things Every Bride Should Know to Avoid Disaster on their Wedding Day.” “Wedding Photographer Best Value, click here.” Bad  Title   BeZer  Title  
  25. 25. 3.  The  #1  Goal  of  Your  Website   MUST  Be  To:     Generate  Leads
  26. 26. www.ChetHolmes.com/DoubleSales   ©  201  Chet  Holmes  Interna;onal.  All  Rights  Reserved.     26   What’s  the  number  one  goal  of  your  website?   GET  visitor  informa;on!   BetterBad “You can lower your workers housing expenses by 39% or more! Get instant access!” “Relocation retreat. Sign up for our waiting list!” Bad  Title   BeZer  Title  
  27. 27. “My  bookings  have  doubled  since  this  Eme  last   year  and  I’m  on  track  to  double  my  sales  from   the  previous  year!  Gene  is  an  amazing  mentor   and  I’ve  learned  more  than  I  ever  could  have   done  on  my  own  in  5  months  using  this   educaEonal  approach.  It  really  gives  me  a   compeEEve  advantage.”     Brant  Greathouse,  Founder   www.corporatehousingcoop.com   Just  to  show  it  works…   www.ChetHolmes.com/DoubleSales   ©  2015  Chet  Holmes  Interna;onal.  All  Rights  Reserved.    
  28. 28. www.ChetHolmes.com/DoubleSales   ©  201  Chet  Holmes  Interna;onal.  All  Rights  Reserved.     28   What  we’re  going  to  cover…   •  5  Reasons  Your  Marke.ng  Isn’t  Working   Like  It  Should…   •  3  Ways  to  Increase  Your  Current   Lead  Genera.on •  How  to  Get  9x  the  Response  From  Your   Marke.ng  Spend   If  you  want  to  learn  more,  we   have  a  complimentary  training   3  Strategies  to  Double  Sales: www.ChetHolmes.com/doublesales
  29. 29. www.ChetHolmes.com   ©  2015  Chet  Holmes  Interna;onal.  All  Rights   29   Training  Includes:   •  Session  1:  Marke;ng  Master   •  Session  2:  Best  Buyer  Strategy   •  Session  3:  Ul;mate  Advantage   •  *Session  4:  Time  and  Results  Management   •  Session  5:  Hiring  and  Talent   •  Session  6:  Seven  Musts  of  Marke;ng   •  Session  7:  Detailing  and  Perfec;ng  the  Sales  Process   •  Session  8:  Follow  Up   •  *Session  9  &  10:  Get  An  Appointment  with  Anyone   •  Session  11:  Professional  Presen;ng  and  Skills  Training   •  Session  12:  Virtual  Hacks   12  Core  Competencies  for  Doubling  Sales   BONUS  FOR  YOU  TODAY   www.ChetHolmes.com/doublesales    
  30. 30. www.YourCompany.com   ©  2020  Companyname  PowerPoint  Business  Theme.  All   Rights  Reserved.     30   Session  4:  Time  Management  Secrets  of  Billionaires   •  Get  a  400%  Increase  in  Your   Produc;vity  by  Following  6   Simple  Steps.   •  How  to  Avoid  the  Got-­‐a-­‐ Minute  Manager   •  Transform  Your  Company  in  a   Few  Simple  Steps   •  How  to  control  your  email  so  it   doesn’t  control  you.   www.ChetHolmes.com/doublesales  
  31. 31. www.YourCompany.com   ©  2020  Companyname  PowerPoint  Business  Theme.  All   Rights  Reserved.     31   Session  9  &  10:  High  Art  of  Gerng     Appointments  Part  1  and  2   •  Elements  of  a  Phone  Pitch   •  Get  Past  the  Gatekeeper     •  Make  5  Times  More  Impact   Within  the  First  5  Seconds   •  The  Art  of  Voicemail     •  How  to  be  Persistent  Without   Being  Obnoxious   www.ChetHolmes.com/doublesales  
  32. 32. www.ChetHolmes.com   ©  2015  Chet  Holmes  Interna;onal.  All  Rights   32     www.ChetHolmes.com/doublesales        
  33. 33. C = Campaign L = List / Leads O = Offers S = Skill E = Effort R = Reporting S = Systems
  34. 34. The  next   genera:on...  
  35. 35. 2.00$ 2.25$ 2.50$ 2.75$ 3.00$ 3.25$ 3.50$ 3.75$ 2008$ 2009$ 2010$ 2011$ 2012$ Millions' Outside$Sales$ Inside$Sales$ Source:  2009  infoUSA/MIT  Study   15x 2009 / 2013 MARKET STUDY
  36. 36. Google     vs  Magazines     vs  Newspapers     Why?     Immediate,   Measurable,   Results…  
  37. 37. INBOUND   MARKETING                           Source:  business2community.com  à  
  38. 38. 15X  
  39. 39. PlaXorms   HIGH GROWTH MEDIA
  40. 40. RESEARCH   marke:ng…  
  41. 41. Companies   Avg   Response   Time  by   Phone   Percent   Responded   by  Phone   or  Email   Avg   Response   AZempts   Avg   39:22   Event   Avg   1.51  
  42. 42. What  would  your  CEO  think?   Only  27%  of  leads  get  contacted  …  ever!   Only  52.5%  of  leads  get  aZempted  …  ever!   Sales  reps  give  up  aser  1.51  aZempts  …  really?     What  is  possible?   Our  own  teams  contacted  92%  for  2.5  years   That  is  3.4X  more  results  from  the  same  spend    
  43. 43. Content  +   Distribu;on     Jeffrey  Harmon              
  44. 44. THE  PITCHER  /  CATCHER  CONTENT  MODEL  
  45. 45. 7  level  content  funnel   7  Content  Levels   1.  Influencer   2.  Industry   3.  Company   4.  Product   5.  Proof   6.  Sales   7.  Client  
  46. 46. How  we  apply  the  7  Content  levels   1.  Influencer   2.  Industry   3.  Company   4.  Product   5.  Proof   6.  Sales   7.  Client     Famous people Inside sales industry InsideSales.com Immediate response MIT / HBR / Case Studies Why you need it How it works
  47. 47. C = Campaign L = List / Leads O = Offers S = Skill E = Effort R = Reporting S = Systems
  48. 48. Ken Krogue Founder, President & Chief Strategy Officer InsideSales.com QUESTIONS? Amanda Holmes CEO Chet Holmes International
  49. 49. www.ChetHolmes.com   ©  2015  Chet  Holmes  Interna;onal.  All  Rights   49     www.ChetHolmes.com/doublesales        
  50. 50. Try our SYSTEM… Full Function Trial www.insidesales.com/free_trial.php  
  51. 51. Ken Krogue Founder, President & Chief Strategy Officer InsideSales.com QUESTIONS? Amanda Holmes CEO Chet Holmes International

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