A new paradigm for b2b lead generation

SalesFUSION Webinar The death of Cold Calling

Now that the title got you here….No! cold calling is not dead

It just became an ostrich

What we’ll cover today

• Cold Calling – Death versus evolution• Lead generation in 2012 – Hijacking the digital conversation• The statistical failure of cold calling• Where do leads originate from in 2012 and beyond?• Adapting sales and marketing to optimize the digital conversation• The journey to lead to sales revenue management• The changing view of telesales/inside sales

About SalesFUSION

• SaaS Marketing Application• HQ – Atlanta, GA – Sales Offices in Philadelphia, PA• Provide all b2b marketing functionality in a single app• Focus on integrating Marketing and Sales (CRM)• Only solution built on a CRM database• Extensive global partner network• 110 New clients in 2010• Unique Client Services model• Game-changing pricing structure• 99% retention rate• 90% of all new features added in 2010 – customer requests

Stay on until the end and play SalesFUSION Slots!

• Showcase of cool little feature in our dialog/landing pages• Pick a winner of a Starbucks gift card using our integrated slot machine!

The best film about sales leads….ever

A few assumptions

• Death versus evolution• Telephone prospecting is still very important• How, why and when we telephone prospect has

changed

Traditional Cold calling has been fired and replaced by the internet…..but your company many not know that yet…

“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin

The “If you don’t know this you live under a rock” statistics

Retail - The Pew Internet and American Life Project has just published the results of a study on American's e-commerce habits. Among the findings: 58% of Americans say they perform online research on the products and services they're considering buying. That's up from 49% who performed online research in 2004.

B2B - 93% of business-to-business customers research companies and products online before making a purchase, according to MarketingSherpa

• Many b2b buyers are engaged in a digital conversation with your company

• Most companies don’t know about this conversation• By the time telesales speaks to a prospect, opinions about

you are formed• Successful companies learn ways to “Hijack the Digital

Conversation”• Do you trust the internet to sell for you?• Conversation channels are fluid and changing and evolving

monthly

Demands a new paradigm for lead generation…

Web leads to conversations

• Cold calling is a practice of starting a b2b relationship by Taking something from a prospect without asking first

• Take their time & information

• Most people feel uncomfortable “taking” something from someone.

Why is cold calling icky?It fosters a culture of “taking”

Traditional lead generation/selling models foster an environment of “Taking”

• More calls – more appointments – more sales….or your fired.• Leads to employee dissatisfaction, unattainable quotas, re-training costs

for new hires to replace those who have been fired or quit out of frustration

Consider the following sales people’s statistics:• 44% of sales reps quit after 1 no• 22% quit after 2• 14% quit after 3• 12% quit after 4 (total is 92%)

60% of customers say no at least 4 times before purchasing

Sales is a numbers game….right?

Calls

Appointments

Sales

100 Calls

2-3 Appointments.025 connect rate

.5 Sales

.005 close rate

B2B Sales Rep = COGS

• $50,000 base salary• + Benefits• Salary plus benefits =

$65,000• 100 Calls per day

• 5 Days per week• Avg. 42 Full weeks per

year• 210 calling days• 21000 calls• 525 Connects• 105 Sales

• The Email/V-mail game is a side effect of managing by numbers rather than results

• Inbound lead generation is rapidly consuming outbound budget and activity

• Warm calling is supplanting cold calling in most b2b environments• Most sales personnel are expected to understand how to prospect

using LinkedIn – yet there is no formal training for this• Has email become SO overused that the telephone is back en

vogue?• What about outsourced telesales/appointment setting services?

Are companies off-loading an ill-perceived sales activity for less cost?

Things to consider regarding lead gen and telesales

Sirius Decisions Report - By 2015 70% of B2B leads will come from inbound marketing.

• With the proliferation of email marketing – have you become more or less apt to answer a telephone call?

A quick poll

Sirius Decisions Report - By 2015 70% of B2B leads will come from inbound marketing.

Where do leads originate from in B2B - 2012

Estimates based on multiple sources/research analysts – represent averages

• Referrals/Personal connections = 30-40%• Corporate Website = 20-25%• Email marketing – 10-15%• Advertising = 6-9%• Social Media = 1-3%• Other (includes cold calling) = 10-12%

What’s working in 2011 and beyond?In 2011, only four tactics were considered “very effective” by 20% or more of the audience:• Website design, management and optimization• Search engine optimization• Email marketing• Trade shows

Marketing’s Role• Identify leads• Generate leads• Execute campaigns• Pre-qualify leads• Nurture leads• Re-Market stale sales leads

Sales’ Role• Complete lead qualification• Present and propose solutions• Propose pricing• Execute contracts• Close business• Cross-sell

16

• Changing traditional roles• Inside sales is no longer a sales function• Skill-sets for inside sales are changing• Marketing – ½ Focus on brand & ½ Focus

on Upper Funnel Development

How are successful b2b sales/marketing teams adapting?

17

Beginning the journey to lead to sales revenue management…

• Marketing – focus on upper-funnel development using all available channels, techniques and communication mediums

• Telesales – triage, manage, respond and advance inbound leads

• Sales – focus on closing business

Change the way you view telesales/inside salesThey are not phone jockeys anymoreThink air-traffic controller

• Monitor and direct lead traffic

• Exchange meaningful information with the leads

• Direct leads to the right resources

• Educate leads about value proposition and competitive position

• Empowered with technology• Higher job satisfaction• Better growth potential• They become a marketing

and field sales “Farm Team”

Welcome to Data-Driven Sales

Data-Driven Telesales

• Telesales with the power of Marketing intelligence, useful sales data and rational workflow

• Best chance for connection with prospects

• Calls transformed from “Taking” to “Offering”

• Stigma of cold calling is eliminated• Empowered telesales personnel

perform better

4 technologies that enable data-drive sales

Website monitoring station• View, identify, receive alerts of leads on the website• Integrate with data services to research and append contacts• View page-level activity from high-score leads

Nurture Marketing• 1-touch enrollment in multi-step campaigns • Follow up emails using trackable html email• Bulk email capabilities to call lists

Data appending and social tools• Research and import contacts from identified companies on the site• 1-touch enroll net new contacts into first-touch campaigns

Campaign activity reports• Access to daily/weekly/monthly campaign reports • 1-click access to marketing history for leads

Website monitoring station

What is it? Web visitor tracking is a newer type of web analytics that captures, alerts and routes website leads based on rules.

Access to enroll leads in campaigns

Email alert – Based on RulesAlert telesales to view/open in CRM

Automated Routing to drip/trigger based nurture marketing campaigns

Alerts Auto-enroll

Day in the life of data-drive telesalesWebsite

monitoringResearch

anonymous visitors – append with contacts –

enroll in campaigns

Pop email alert when high-value activity occurs – assign task for

call

If no phone contact made – enroll in trigger

campaign

Receive on-going alerts when lead

returns to site/responds

Access to critical information• Give telesales the tools to access info and take action• This view allows for telesales to view activity and enroll leads in

campaigns

The importance of marketing automation tools

• Provides a mechanism for real-time lead monitoring• Reduces lead response time• Allows for enrollment in pre-defined trigger

campaigns• Increases touches in first 30-days following initial

inquiry• Allows for research and appending of data through

sources such as Jigsaw• Alerting via email ensures leads are touched quickly

Create a lead-centric culture

Establish a dialog between marketing/sales•Regular meetings – rotate between pipeline-centric meetings to lead/demand generation-centric meetings•Understand sales-team issues with leads – volume, where they come from•Brainstorm sessions about lead profiles, verticals, targets, messaging and hot buttons•Sales is the best source for “Why a lead buys” information

Create simple process maps •Define on paper who does what, when and why•Assign people by name to stages in a process map

Considerations•Sales may be resistant to change or dis-interested in leads•Old-School sales cultures must be changed•CRM system tuning will be required•Marketing technology MUST integrate seamlessly to CRM•Reporting must be in place to track the process and hold constituents accountable

Integrating to CRM – Not a nice to have

• Lead Scoring/Routing enables automated nurturing of leads

• Trigger-based email campaigns – prebuilt and tied to scores

• Lead scoring must be tuned, tested and agreed upon with sales

• Eliminate lead leakage• Increase CRM adoption and satisfaction• Put vital information where sales people Live

How important is this to your upper funnel success?According to Aberdeen, who tracks the performance of “Best Practice” organizations utilizing marketing automation tied to telesales….

• Inside sales achieves quote 11% more when marketing automation is deployed

• Lead conversions (to opportunities) increased by 7%• Inside sales make an additional 7-9 connects per day• Overall sales team quota achievement is higher by nearly 3%• Company revenue is higher by over 3%

Questions?• Schedule a demonstration of SalesFUSION • Learn more www.salesfusion.com• Thanks for staying with us! Let’s pick a winner

of the Starbucks Card

We Provide a complete MA Solution at an affordable price• Enterprise b2b marketing• Advanced email marketing• Lead scoring• CRM integration – Salesforce, Microsoft, Sugar,

Saleslogix, Sage, NetSuite…• Web visitor tracking• Dialogs, forms, landing pages• Social media marketing• Event management