Lead Generation: The Art of Cold Calling and the Science of Email Prospecting

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Lead Generation: The Art of Cold Calling and the Science of Email Prospecting

© 2014 Marketo, Inc. @jonmiller

“Cold calling is broken not dead”

Trish BertuzziCEO and

Co-Founder@bridgegroupinc


Speakers and Agenda

Kraig KleemanAuthor, Speaker, Global

Sales Strategist@Kraig_Kleeman

Jon MillerVP and

Co-Founder@jonmiller


Quick Housekeeping

• Chat box is available if you have any questions

• We will be recording the webinar for future viewing

• All attendees will receive a copy of the slides/recording

• Twitter hashtag: #Marketo


Hi, I’m Jon MillerVP Marketing and Co-Founder

@jonmiller

1. My first child was born the same month that we incorporated Marketo

2. Born in Ethiopia3. Studied Physics at Harvard, captain of high-

school debate team and newspaper staff4. I have a top secret “Q” clearance from DOE


Source: The Corporate Executive Board Company, “The Digital Evolution in B2B Marketing,” 2012.


Technology and Tactics

Nurture and Score

Events

Direct Mail

Air Cover

Data


Data

Accounts

Contacts


Air Cover: Customize Web and Display


Direct Mail1. Rep Selects Leads/Contacts to Target, Hits Add to Marketo Campaign


Direct Mail2. Rep Chooses the Campaign


Direct Mail3. Package is Automatically Sent


Direct Mail4. Upon Delivery, Personalized Email Sent, Tasks Created for Call


Direct Mail5. SLA reminders for follow-on calls


Direct Mail Results: 21% Connect Rate, 9% Opportunity Rate


Events

Set and Use Tokens

Clone to

Reuse


Lead Nurturing: Building relationships with

qualified prospects regardless of their timing to buy

Get the “Definitive Guide to Lead Nurturing”marketo.com/DG2LN


2 3

1. BUYING STAGES• Early: Be a Better Marketer• Mid: Why Marketing Automation• Late: Why Marketo• Customer: Success

2. BUYING PROFILES• Marketing, Sales, Exec


• Early stage content +3• Attend webinar: +5• Visit any webpage /

blog : +1• Visit careers pages: -10• Decay inactivity:

-1, -5, -10

Latent Behaviors (Engagement)

• Pricing pages: +10 • Watch demos:

• +5 overview • +10 detailed

• Mid-stage content +8• Late-stage content +12• Searches for branded

keyword “Marketo” +8

Active Behaviors(Buying Intent)

Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS

http://marketo.com/DG2LN

http://marketo.com/DG2LN


Stars and Flames show priority

Full list of Interesting Moments

S© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Create aSense of Urgency

Deadlines Really Work

Topics, Trends, Metrics & Outcomes

Lead with FACT-BASED Research

Enter the NO PRODUCT

ZONE

Avoid Politeness at theEXPENSE OF PERSUASION

Lose the Sales Stench


There’s Only One Way to Cold Call

Scripts / Tactics / Outcomes

Optimally Leverage Wages

Final Words of Motivation

Agenda

Value-Proposition Cold Call

Seller This is Joe Smith with Global Enterprise Systems (GES). Do you have a minute? How are you? Is this a good time for

you?

Admin Hello. This is Mr. Williams’ office.

Admin What can I do for you? Seller I’d like to schedule a 30 minute meeting with him. Can you help

me with this ? Admin Maybe. This is Jane his assistant. What is this regarding?

Seller I’d like to introduce him GES. I’d like to introduce him to our agent portal software solution. And I’d like to share with him how we saved Zurich International Insurance Company $1 Million last year.

Sales Stench

Value-Prop Language

Easy Out

Sales Resistance

Results0 / 331

Lead with Research Cold Call

Seller Is he in?

Admin Hello. This is Mr. Williams’ office.

Admin No he isn’t.

Seller Do you keep his calendar?

Admin Yes I do.

Seller Oh good. This is Joe Smith with Global Enterprise Systems and I’m calling to schedule his 15-minute analyst-briefing. I plan to accomplish this no later than Friday of next week. I have availability on Tuesday in the morning, or Wednesday in the

afternoon. Which works best for him? Admin What is this regarding?

Seller The topic is Optimizing Agent Retention and Improving

Agent Productivity…

It’s all about the calendar

Deadlines Really Work

Appropriate the Alternative Close

Lead with Research

Assumptive Based Selling

Results• 1,680 Briefings• $30M Forecasted Revenue• $10MM Net New Licensing

Revenue


Optimizing Agent Retention and Improving Agent Productivity 1,680

Briefings

$30M Forecasted

Revenue

$10M Net New

Licensing Revenue

RESULTS:


Trends Driving World-Class Finance Organizations

Eliminating

Headcount

of 5

Growing Headcou

nt to 30

$679,000 Deal in 90 Days of

Cold Call

Abandoned Trade Shows,

Online Marketing

Spends

RESULTS:

Bethany

Who is this? The picture before this - of Steve Jobs - had a name (just in case someone didn't recognize him) and I think this one should, too. May be a good idea to add that.

Bethany

Is this a title? Do subpoints need to be added?


Trends Driving World-Class MobileWorkforce Management

Smarter Connections

2,460 Briefings

$25M Forecasted

Revenue

$7M Net New Licensing Revenue

RESULTS:


Optimizing Medical Records to Drive Clinical & Financial Outcomes

4,460 Briefings

$40M Forecasted

Revenue

$12M Net New

Licensing / Services Revenue

Assessment Category Description / Importance

Topical Relevance Research

Word Selection Gift Mix / Equipping

Elapsed Time of Sale Swift Purchase Conclusions

Presentation Anatomy Spank !

Objection Management Effectiveness

Identify / Document / Simulate / Technique

Target Talk-Time Most Important Metric

Good Day / Bad Day Scorecard Management Six Sigma Concept

Process / Workflow / Architecture Profound

*Revenue Capture Trends and Metrics Report, Kraig Kleeman.com

Leveraging Wages with Excellence


Competence Transcends Age

Youth is an Exceptional Asset

Wisdom is a Vital Asset

Bethany

Who is this? The picture before this - of Steve Jobs - had a name (just in case someone didn't recognize him) and I think this one should, too. May be a good idea to add that.

Bethany

Is this a title? Do subpoints need to be added?


Introducing

The Definitive Guide to Lead Generation

150+ pages of lead generation awesomeness!

1/15/2014


Tweetable Takeaways

• Customers buy on their own schedule

• Get the data right first

• Use account-based marketing tactics for air cover

• Combine channels for maximum effectiveness

• Nurture relationships until sales ready

• There’s only one way to cold call

• Lead with research

• It’s all about the calendar

• Deadlines really work


Questions?

Jon MillerVP and

Co-Founder@jonmiller

Kraig Kleeman800.654.7887

[email protected]

Lead Generation: The Art of Cold Calling and the Science of Email Prospecting

Technology

Transcript of Lead Generation: The Art of Cold Calling and the Science of Email Prospecting