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Generation

Generation. TRAINING COURSE. B2B Lead. BY DIMITAR SAVOV. SPEAKER. Dimitar Savov. Head of Marketing @ Startup Masters. Training Agenda. Customer Definition Conversation Flow Lead Hunting Tools & Automation Golden Rules of Sales Top Reads. Preparation. Phase I.

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Generation

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  1. Generation TRAINING COURSE B2B Lead BY DIMITAR SAVOV

  2. SPEAKER DimitarSavov Head of Marketing @Startup Masters.

  3. Training Agenda • Customer Definition • Conversation Flow • Lead Hunting • Tools & Automation • Golden Rules of Sales • Top Reads

  4. Preparation Phase I

  5. The Stages of a Sales Funnel • Prospecting • Sourcing • Selection / Approval / Pre-Qualification • Enrichment • Messaging Development • Approach • Closing • Fulfilment / Upselling / Retention / Advocacy • Analysis & Optimization • Automation & Transition to Marketing

  6. The Inbound Model • We position Ourselves as Experts in our Field • We attract and grow an audience • Leads come to us • Closing • Fulfilment / Upselling / Retention / Advocacy • Analysis & Optimization • Automation & Transition to Marketing

  7. ThePersonas Geography • Country • Region • City • Climate • Population Demographics • Age, Gender • Family status • Occupation • Income • Education Psychology • Lifestyle • Values • Interests • Opinions • Way of thinking Behaviors • Activities • Purchases • History • Types • Hobbies

  8. BANTVCheck Budget: Can they afford it? Authority: Do they make the decision? Need: They need you? You can help? Time: Now or Later? Value: What they stand to gain?

  9. Description - Successful Digital Businesses looking to Scale and Grow fast. Personas: The successful businessman who wants to start a new digital business venture The successful digital business owner who wants to scale up & scale out. Countries: US, Canada, UK, Israel, Australia Team Size: 5-75 Revenue: $1 000 000+ Annual Revenue Monthly Marketing Budget: $15 000+ Software: Salesforce, Infusionsoft, Marketo, VWO, Optimizely, Demandware, Magento Enterprise, Hubspot, Activecampaign. Position: C-Level Only - CEO, COO, CTO, CMO etc. (Decision Makers Only) Industries: Ecommerce, SaaS, Inbound marketing (B2B)

  10. LeadStages • Aware • Engaged • Comparing • Inquiring • Contacted • Qualification/Interview • Fit / Unfit • Demo / Proposal • Verbal Agreement • Closed / Failed

  11. The Customer Journey

  12. The SevenStrata • Who Are they? • When do they think of us? • What are our products/services? • What are our Brand Promises? • What happens if we do not keep them? • What are we doing different? • What is our X-Factor?

  13. TrustFactors • Reviews & Social Proof • Certificates, Achievements • Stats, News Coverage • Team & History • Security • Guarantees • Social Causes

  14. Lead Generation Metrics • Cost per lead - MQL, SQL, Opp, Customer. • Lead to meeting Ratio - LTM - 30% • Meetings to Deals ratio - MTD - 20% • Lead Close Rate - 10% • Deal Size - €9000/month to €22500 • Estimation Time - 2 days max • Proposal Time - 2 days max • Lead to Deal Time - 3 weeks max • Leads Target - 10 per week - 40 per month • Fit Leads target - 2 per week - 8 per month • Meetings Target - 4 per week - 16 per month • Deals Target - 2-5 per month • Monthly Sales Target - €45 000 • Conversion Rates Per Campaign • Conversion Rates Per Funnel Stage

  15. Lead Generation Objectives Top Lead Gen Objectives • Generating brand awareness • Acquiring prospects/leads • Nurturing prospects • Fast funnel / Funnel Speed • Quality of leads How to Choose Where to Focus? • Do we struggle driving awareness? • Do we struggle getting prospects? • Do we struggle converting leads? • Do we struggle getting high quality leads?

  16. Execution Phase II

  17. The SalesChecklist • Full Funnel messaging for each step in the journey • Lead handoff rules • Inbound & Outbound campaigns • Nurture to move leads forward • Measure Every Step • Focus on the Bottlenecks • Comms between Sales & Marketing • Repeat

  18. Crafting a BrandStory • Present the challenge • Introduce the element • Show the outcome • Immigrants, Terrorists, Jobs, Debt • Trump • Make America Great Again

  19. The Mom Test • Short • Based on past behavior • Focused on facts • Specific not general • Actionable • Let them answer in a way you dislike • Do not ask leading questions

  20. TheConversation Listen For • Problems • Goals • Money • Jobs to be done • Motivation • People • Numbers • Locations • Timing • Competitors • Ideas • Solutions • Patterns EstablishCredibility Tell them about your work Give them a reason to… Give you the info AnchorQuestions Lead in a direction you like Ask them to elaborate Tell me more about ... SoftballQuestions Tell me about… Top 3 topics Get them going & listen VERY IMPORTANT! Get them to take action! Get a Commitment. Money, Time or Reputation!

  21. Clearbit, Hunter.io BuiltWith.com - Technology Lookup Linkedin Sales Navigator Skrapp.io - Linkedin Emails Leonard - Linkedin Automation reply.io, outreach.io - Email automation Heresy.io - Management Hubspot, Salesforce - All in 1 Tools & Technologies

  22. Techniques Closing

  23. The Golden Rules of Sales • See the big picture / Sell like a boss • Identify the client’s position • Check for a good fit / Avoid Low Hanging Fruit • Help the client realize their needs • Get them to say it by asking the right questions • Price the client not the job. Look at what they stand to gain • Be an oasis in the desert • Present complete solutions with confidence • Appear the least risky option • Execute perfectly to gain reputation • Sell & Upsell effortlessly with reputation

  24. Aristotle’s Rhetoric Logos- Argument from Reasoning. Pathos - Argument from Emotion. Ethos - Argument from Authority.

  25. Top Sales Reads • The Republic by Plato • Rhetoric by Aristotle • The Mom Test • Steal This Computer Book 4.0 • How to win friends and influence people • Never Split The Difference - Chris Voss

  26. Let’s Do it.

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