Roméo Bancel

Follow these rules to improve cold email deliverability: 👉 Set up: - Use secondary domains for outreach. - Open 2 email accounts per domain. - Warm up accounts for at least 2 weeks (longer is better). - Set up your SPF, DKIM, and DMARC records. 👉 Copy: - Avoid spam words in the subject (e.g., cash, discount, prize). - Keep the email around 80 words. - Use Spintax. - Don’t include photos, links, or files. 👉 Maintenance: - Double-verify all email addresses. - Send no more than 100 emails per domain per day. - Keep your bounce rates under 2%. - Stop emailing leads that unsubscribed. Follow me for daily tips on cold emails! ✨ #coldemail #coldemailing

51

41 commentaires

Looking to test thought leader ads in 2024? Here's 14 plays on 𝙝𝙤𝙬 𝙮𝙤𝙪 𝙘𝙖𝙣 𝙖𝙘𝙩𝙪𝙖𝙡𝙡𝙮 use them: 𝗣𝗹𝗮𝘆 𝟭: Share long-form content with insights that your ICP would enjoy 𝗣𝗹𝗮𝘆 𝟮: Announce new product features, integrations, and partnerships 𝗣𝗹𝗮𝘆 𝟯: Provide practical advice based on insights from your platform 𝗣𝗹𝗮𝘆 𝟰: Highlight the main problem your product solves + the solution 𝗣𝗹𝗮𝘆 𝟱: Highlight a case study featuring one of your customers 𝗣𝗹𝗮𝘆 𝟲: Highlight a case study featuring your own company 𝗣𝗹𝗮𝘆 𝟳: Generate buzz before attending an in-person event 𝗣𝗹𝗮𝘆 𝟴: Leverage social proof from existing customers 𝗣𝗹𝗮𝘆 𝟵: Demo different use cases of your product 𝗣𝗹𝗮𝘆 𝟭𝟬: Stay top of mind after an event 𝗣𝗹𝗮𝘆 𝟭𝟭: Promote an upcoming webinar 𝗣𝗹𝗮𝘆 𝟭𝟮: Celebrate customer wins 𝗣𝗹𝗮𝘆 𝟭𝟯: Promote your own event 𝗣𝗹𝗮𝘆 𝟭𝟰: Promote your newsletter If you want to see examples for each approach from companies like Dreamdata , Gong, UserGems 💎 , Apollo.io Sendoso , Salesloft , Lavender 💜, Loxo, HockeyStack, Gleanin, Copy.ai , DoWhatWorks, Motion (Creative Analytics), and Clay. 🔑 Get inspired with our latest article at https://lnkd.in/dhRq5VUS Special thanks to Alejandro Pérez for putting this together!

31

4 commentaires

12-step guide to get started with cold outbound Strategy & Setup Steps 1. Define your accounts' Ideal Customer Profile (ICP), considering factors like industry, company size, location, etc., and identify your ideal buyer persona. 2. Measure the total addressable market (TAM) of your ICP. 3. Plan your required cold email infrastructure, aiming for 20-30 emails per day per mailbox and three mailboxes per domain. Maildoso will handle all DNS setups for you, allowing you to start your 2-3 week warmup with the one-click Smartlead integration. 4. Develop an innovative, compelling offer with 5-10 different value propositions to test. Ensure that your offer doesn't appear to be a service that can be easily outsourced. 5. Brainstorm and create lead magnets for each value proposition. 6. Complement your outbound campaign with a content strategy. Define 8-10 subcategories to post consistently and daily across all channels. Data Steps 7. Source your ICP accounts in Apollo.io and enrich the data. Create an accounts table in Clay, exploring the various data sources available according to your needs. 8. Build a people table in Clay to identify your buyer personas, and enrich their email data using Clay's waterfall method. Copywriting Steps 9. Within your Clay people table, create a specific view for copywriting and generate hyper-personalized variables using the OpenAI integration. 10. Create a four-email sequence with one variant per value proposition to test. Refine your email copy using the free online coach Twain.ai. 11. Craft a relevant opening line and compelling messages for your 5-10 value propositions. Sequencing Steps 12. Use the "Send to Smartlead Campaign" column in Clay to initiate your outreach campaign. What are your thoughts on these 12-step guide?

8

4 commentaires

Drive 3x Revenue burning less $$ on ads, ( attracting more visitors ) Your Brand follows a funnel: - to attract cold audience - nurture warm audience - engage hot audience for this you set up a budget : - to put ads - optimise funnels - hire paid influencers - setup email campaigns - build social media profiles While Putting hours + effort making plans and strategies, pouring $$ in setting up, You dream of attracting an ideal audience who purchase your amazing solution but what actually you get: - fails to convert visitors - cart abandonment issues - theme codes get broken - Less than 2% of visitors turn into customers. - can't customise code to personalise content - can't differentiate what is causing them to leave - getting frustrated on managing all at once After doing all you know, - Figuring out all on your own, - Pouring money without seeing a decent ROI - Getting frustrated + tired For most D2C brands average CR is 2% Processing 1000+ Globally, I designed my own CRO System, Driving 3x Revenue fixing: ▪️ Poor user experience ▪️ Lack of customization ▪️ Technical difficulties ▪️ Cart abandonment issues ▪️ Check out Glitches ▪️ Poor Website Copy ▪️ Liquid Coding Errors From 2019, I was constantly observing D2C brands skipping same steps, I observed & developed my own CRO system - no fluff just plug and play. My CRO System includes: ✅ Code + Design ✅ Customization ✅ Step-by-step checklist ✅ Helps you launch + fix After a lot of trial + tests, Took me 5+ years to build, CRO System that helps you - Save $$ on ad spend, - Great User Experience - Optimise sales funnels, - Clear + irresistible offers, - Copy that hooks to needs, - Convert 3 to 4 times better Are you seeking More Sales? Enjoy 3X More Revenue? 📈 Less Cart Abandonment? 🛒 Book a Discovery Call Now! You'll get - high-impact areas - Implement my CRO Systems - Watch your profits soar!

4

3 commentaires

Here is an easy framework you can use For creating your own scoring model in your CRM & MAP To decrease the number of unqualified leads you're getting And only route the qualified ones to Sales: Framework formula: What they do = Behavioral Scoring Model Who they are = Persona Scoring Model Where they work = ICP Scoring Model (sometimes called "Account Grading" in different MAPs) Behavioral Scoring + Persona Scoring + ICP Scoring Model = Qualified MQL This creates a higher hurdle leads have to clear before they're routed to a Sales rep And use valuable Sales rep time. Behavioral Scoring: Susses out intent from the visible actions a lead takes (visits a high-value page on your website, lands on your website from a software comparison site, attends a webinar etc) Persona Scoring: What Buyer or Influencer Persona the lead matches to based on Job title (Owner, Sales Leader, Head of IT etc) ICP (Ideal Customer Profile) Scoring: Whether the lead works at a company that falls into your target for a best-fit customer (revenue range, number of employees, geographic location etc) Not every lead should be routed to Sales...and that's okay. The ones not quite in your ICP The ones not showing clear *and current* intent Can be put on a nurture track to keep warm for later. A Job Title that matches to none of your existing Personas can be investigated further To see if there's a new Persona out there you should be targeting. The most important thing is helping your teams not waste their time And helping leads get to the solution that fits their needs best right now (...which may not be yours!) #salesandmarketingalignment #leadscoring #revops

15

3 commentaires

How to define the buying committee in your target accounts. 1. CLUSTER/SEGMENT DEAL ANALYSIS Extract from CRM: - top 5 clients by LTV - top 5 fastest deals - 5 recent deals that went closer to the won/lost stage. 2. DEAL HISTORY ANALYSIS. Analyze email threads and events in the calendar: - Who was the main contact and who was in CC in all email communications -> Champions - Who attended the meetings alongside Champions -> Influencers - Who signed the documents -> Decision-makers - Whose budget was used -> Decision-makers 3. BUYING COMMITTEE ENRICHMENT. Enrich all contacts with LinkedIn Sales Navigator: - What are their exact titles? - What are their responsibilities and jobs-to-be-done? - What are the repetitive keywords in their bios and job role descriptions? - What common connections do you have? -> They can make intros - Who worked for your existing customers? ---- The buying committee ≠ target department + VP/Chief of title. The bigger are the accounts you are targeting, the more people are involved in purchasing decisions. Make sure you understand who is your exact buyer. Leverage common connections to get insights about the buying committee structure, key initiatives and challenges. Become relevant with your nurturing and engagement. You land bigger sales opportunities that way. Not by spamming and targeting everybody with VP title.

67

18 commentaires

Everyone loves to talk about split-testing. But, not all email marketing split tests are created equal. Here are some high ROI A/B tests for eCom: - Welcome email 1 offer - Welcome email 1 subject line - Post purchase upsell time delay - Abandoned cart email 1 time delay - Browse abandonment email 1 time delay Now, let's make this actionable: - Choose 1 test above - Let it run for 2 weeks - Identify the winner of test - Repeat for next experiment Stack small wins and they'll lead to record revenue months. P.S. If you want to talk about how we can 12x email revenue for your eCom brand, DM me "12x". We've worked with Lacoste, Lowes, French Connection & other top brands.

11

5 commentaires

Our brands generate 35% more SMS opt-ins in 7 days than most brands do in a quarter. Here's how: Want to grow your SMS revenue? Here’s a pro tip: use dynamic email content blocks. Here’s how it works: Add a dynamic content block with an SMS lead capture CTA in your emails. This block stays in every email flow unless the subscriber opts into SMS. Once they opt-in, the block disappears. Why is this effective? - Continuous Exposure: Your subscribers see the CTA repeatedly, increasing chances of opt-in. - Seamless Integration: No need for separate campaigns. It’s built into your existing email flow. - Personalization: Dynamic blocks adjust content based on subscriber behavior, making your emails more relevant. Try integrating dynamic content blocks in your email flows and watch your SMS list grow. How much of your ecom revenue comes from SMS today?

18

4 commentaires

20 ways to enhance your SaaS outreach strategy: 1. Research Your Prospect → Understand their needs and challenges 2. Personalize Your Messages → Tailor each outreach for higher response rates 3. Use short Subject Lines → Capture attention to increasing email opens 4. Offer Value → Give them a reason to respond 5. Follow Up Regularly → Follow up until they say Fu*k off! 6. Use Social Proof → Attach clients' testimonials to build trust 7. Use Clear Calls to Action → Guide your prospects on the next steps 8. A/B Test Your Strategies → Find what works best with your audience 9. Use Various Contact Points → Don’t rely on email alone ( I love Linkedin ) 10. Be Transparent → Honesty builds trust and relationships 11. Use LinkedIn → It's a goldmine for B2B SaaS outreach 12. Automate Where Possible → Save time and increase efficiency 13. Keep Track of Metrics → Understand what's working and what's not 14. Use CRM → Streamline your outreach process 15. Provide Solutions Not Features → Solve their problem, don’t sell 16. Don't Spam → Respect their inbox and their time 17. Use Video → Stand out from the text-heavy crowd, Use Loom or Komodo. 18. Build Relationships → It’s not just about the sale 19. Be Persistent but Respectful → Don't give up, but don't annoy 20. Continuously Learn & Improve → Outreach is an ongoing process, keep refining! Are there any other tips you would add to this list? 🥳 Like the post and repost with your network😉 ( It will motivate me to share more secrets of mine ) #OutreachStrategy #SaaS #Linkbuilding #SaaSLinkbuilding #SaaSSEO

14

6 commentaires

Podcasts are the ultimate top, middle, AND bottom of funnel content. But you have to know how to use your podcast for each level. Top: Collaborate with your sales team, get guests on your sales people are targeting (or similar types). --> builds implicit awareness around your solution with target buyers/co's Collaborate with your customer success team to understand what your customers & target customers want to learn about. --> great Youtube Descriptions and blog posts make that content discoverable by potential buyers Middle & Bottom: Share the insights by repurposing the content – generally aligned to how your company understands real people's problems. Send out links and derivative blog posts in newsletters, DMs, emails to prospects, etc - Repurpose standout sections - Build credibility among your buyer group - Encourage guests to share the episode One podcast can feed your content strategy for a month. Are you doing any of these today?

11

Top 5 Data-Driven Sales Call Tips Making impactful sales calls requires a strategic approach. But fear not, data is here to help! Here are 5 tips based on insights to optimize your sales calls and boost success: 1. Time is Money: Pick Your Power Hours Studies show call conversion rates are 1.38x higher between 8 am and noon compared to 1 pm and 5 pm [source - Hubspot article on best times to call prospects]. 💥Actionable Tip: Identify your ideal prospect's time zone and prioritize calls during their mornings for better engagement. 2. Tuesdays Rule, Thursdays Drool: Schedule Strategically According to Yesware, Tuesdays see the highest call connection rates at 17.5%. Thursdays have the lowest at 11.1% [source - Yesware blog on best days to call prospects]. 💥Actionable Tip: Schedule your most crucial calls for Tuesdays and Wednesdays, leaving Thursdays and Fridays for follow-ups or less critical conversations. 3. Keep it Concise: Brevity is Your Friend According to CallHippo, the ideal sales call length is between 7 and 13 minutes [source - CallHippo blog on ideal sales call length]. 💥Actionable Tip: Respect your prospect's time. Craft a concise script that highlights key points and allows room for questions. 4. Speak Their Language: Personalization Pays Off Personalized sales emails can improve click-through rates by up to 14% and conversion rates by up to 10% [source - personalization statistics from EmailMonitors]. 💥Actionable Tip: Research your prospect's company and tailor your call to address their specific needs and challenges. 5. Listen Up: Active Listening is Key Sales reps who ask the most questions during calls have a 23% higher win rate [source - CSO Insights on the science of sales]. 💥Actionable Tip: Actively listen to your prospect's concerns and ask insightful questions to build rapport and identify their true buying needs. By leveraging these data-driven tips, you can transform your sales calls from hit-or-miss encounters into successful conversations that drive conversions. Remember, knowledge is power, and in the world of sales calls, DATA, is your secret weapon🗡️

2

What sales want from marketing: 1. *QUALITY* INBOUND PIPELINE Sales obviously want more pipeline, but for many B2B companies, inbound pipeline is unpredictable, and many inbound leads have low revenue potential. That'e because the programs are not aligned with ICP accounts with the highest revenue potential, their use-cases and real challenges. 2. VENDOR AWARENESS Most sales teams are experiencing a decline in outreach response rates and outbound pipeline. In the age of AI, personalization is not enough. Buyers receive so much outreach, they only read messages from people they know. Do this:  - Align marketing and sales on the same ICP accounts and account clusters  - Via salespeople’s profiles, distribute content to these accounts that's aligned with their challenges - To the same accounts, promote webinars/events with SMEs, and work with sales to invite, connect to, and follow up with engaged accounts 3. CHANGE MANAGEMENT CONTENT B2B buyers prefer the status quo to:  - Change management - Putting their reputation on the line  - Endless meetings It's not enough to uncover a high priority problem. Reps need to show their champion they can help them navigate their buying and implementation process. 4. 360° ACCOUNT INSIGHTS Many GTM teams struggle with account blindness. Sales are unaware of marketing touchpoints with the target accounts, what they mean, or how they can leverage them in their outreach. Ask sales, "If you had to bet your compensation on an account, what info would you need?" Map the questions to the different touch points (e.g. follow-up to a post engagement, webinar sign up, poll, follow-up qustion) and work with sales on collecting insight at each touch point. 5. BUSINESS CASES Sales don't close deals, buyers do (Nate Nasralla). As sales works on discovering high priority problems, cost of inaction, and collecting critical questions from the different buyers—marketing can help in building a business case, path to the solution (migration/implementation/integration...) and collateral to respond to questions. 6. CLEAR MARKETING MESSAGE Nothing frustrates sales more than hearing "but what exactly your product does?" Many companies invest a lot in demand gen, but their website leaves you with no clue about what exactly the product does. The copy is full of jargon and fluffy words. As a result, buyers have a wrong product perception and expectations. Sales need to spend a decent time handling the frustration and explaining how the product helps. But in most cases, the opportunity is lost. ---- I often get a question from peers: How can we improve marketing and sales collaboration? Start with these six areas. 

157

20 commentaires

Most demand generation & creation advice should be ignored in b2b tech if you haven't done this yet (sensitive marketers skip this): -> Mapped out ICP and money niches (based on customer research) -> Really know your dream clients expensive problems, impact of not fixing them, motivations and jobs to be done -> Nail down your differentiator(s) in your niche -> Crafted messaging and tested it -> Got a solid website that qualifies and converts -> Sorted any leaks in funnel + marketing to sales handoffs (many b2b companies still hide pricing, hide the demo or product in action, don't have a booking calendar that routes calls to sales reps on their site etc). -> Defined what a qualified lead is with mktg and sales -> Sorted no brainer channels for inbound leads e.g. google search/paid review sites/partners/retargeting etc. to get high-intent leads rolling in -> Ditched any channels not driving qualified pipeline -> Ramped up ones performing -> Saved some budget for experiments with a solid hypothesis and set timeline to assess Provided you are selling a solution in a known market the above is gonna secure you a lot more revenue short-mid term. THEN once you start to cap out channels or have resources ready think about creating new demand with ICP not in market. (podcast, content + social ads to cold audiences etc to educate/share problems you fix etc). PS. we share what actually works today in b2b on my weekly podcast. Search: Breaking B2B to Join 1000s of legends tuning in on youtube/apple/spotify.

14

7 commentaires

3 stages of ABM maturity... AMATEUR - Buy expensive ABM software - Get a wish list from sales - Expand the list with a broad ICP and buyer persona - Target thousands of accounts with ads across multiple channels and "nurture" with automated email cadence - Transfer any account that was marked as "engaged" by ABM software to sales for the follow up - Sales add acounts into automated sales cadence with a few cold calls SEMI-PRO - Select a vertical and a focused market - Do an account validation through account research - Personalize content to a specific buyer persona and vertical - Interview internal Champions to create case studies and expansion - Marketing targets Decision-makers with content ads - Sales reaches out with job-role and vertical-based pitching PRO Marketing and sales together analyze clusters of accounts that have a similar challenge and focus on cluster with higher win rates, shorter sales cycles and higher ACV. Select and qualify accounts that fit cluster ICP are already aware of the brand. Prioritize all accounts by revenue potential, level of relationship, vendor awareness and product-need evidence / buying signals. Do cluster challenge decomposition, define the necessary educational and change management content, and agree on the messaging. Do in-depth account and buying committee research to uncover specific account challenges and develop personalized content and solutions. Develop together multi-threaded warm-up and activation tactics: - Engagement on social and in the communities with different buying committee members - Content (organic and paid) & events aligned with the current needs of the target accounts - Content collaborations - Cluster-based events (live or webinars) - 1-1 activation through strategy sessions, workshops, audits & recommendations - Personalized content hubs - Social selling based on engagement and intent insights - Direct mails with personalized proposals --- ABM maturity is not how expensive and sophisticated your stack is. ABM maturity is how marketing and sales: - Analyze together different clusters and focus on those where they have higher chances to win - Select accounts that are likely to become sales opportunities - Nurture with a content that changes buyers false beliefs, educates on the right ways to solve their challenges and helps them with their jobs-to-be-done - Connect and engage together different buying committee members to generate a sales opportunity #abm #b2bmarketing

160

44 commentaires

How Canberk Beker helped Cognism grow revenue by 2.6x in 18 months while scaling the budget by 2.5x without decreasing ROI: 1. Brand awareness was already great, there was a demand gen playbook being implemented, and therefore he wasn't pressured to generate pipeline right away. 2. They got HockeyStack at the right time, which enabled Canberk to identify what was actually working and what wasn't. They knew their demand gen efforts were bringing in organic pipeline, but didn't have the granularity on what channels, campaigns, personas, markets, etc. were performing the best. With Hockeystack, they increased pipeline to investment by 30% in 90 days. 3. He felt supported, and wasn't questioned at any point regarding his initiatives. The team treated him like the expert he is, and he always felt encouraged to test new stuff – which I think it's a key part if you want to figure out what works faster. #gtm #b2bgrowth #b2bmarketing #revenuemarketing ------------------------------------------- P.S. I post multiple times a week about how to profitably advertise on Linked[ln] in a way that aligns with modern B2B best practices and helps generate high-quality demand. Hit the button in the top right to follow along. DMs are open.

5

Scaling your SaaS company? Avoid these 5 common mistakes: 1. Not defining your Ideal Customer Profile (ICP) 2. Scaling too quickly without a solid foundation 3. Ignoring customer retention in favor of acquisition 4. Failing to adapt to changing market conditions 5. Not measuring key metrics like churn rate and CAC Don't let your growth stall. Learn from the mistakes of others and scale your SaaS company with confidence. #SaaSTipsAndTricks #RevenueGrowthForSaaS #SaaSMarketingAndSales #SaaSRevenueOptimization #SaaSGrowthAndScaling

4

You cannot build an effective #coldcalling strategy without these metrics → 𝟭) 𝗗𝗶𝗮𝗹𝘀: 𝗛𝗼𝘄 𝗺𝗮𝗻𝘆 𝗰𝗮𝗹𝗹𝘀 𝘀𝗵𝗼𝘂𝗹𝗱 𝗮𝗻 #𝗦𝗗𝗥 𝗺𝗮𝗸𝗲? The average full-time SDR should make 120 calls daily. High performers accomplish as many as 200 per day. 𝟮) 𝗗𝗶𝗮𝗹𝘀 𝘁𝗼 𝗿𝗶𝗴𝗵𝘁-𝗽𝗮𝗿𝘁𝘆 𝗰𝗼𝗻𝘁𝗮𝗰𝘁𝘀: 𝗛𝗼𝘄 𝗺𝗮𝗻𝘆 𝗱𝗶𝗮𝗹𝘀 𝗱𝗼𝗲𝘀 𝗶𝘁 𝘁𝗮𝗸𝗲 𝘁𝗼 𝗿𝗲𝗮𝗰𝗵 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗽𝗲𝗿𝘀𝗼𝗻 𝗼𝗻 𝘁𝗵𝗲 𝗽𝗵𝗼𝗻𝗲? Depending on your campaign, the range for this metric can be different. It may be more difficult to get a C-suite executive on the phone than anyone on a lower level. Work to keep your dial-to-right party contacts in the 70%–75% range. 𝟯) 𝗔𝗽𝗽𝗼𝗶𝗻𝘁𝗺𝗲𝗻𝘁 𝘁𝗼 𝗿𝗶𝗴𝗵𝘁-𝗽𝗮𝗿𝘁𝘆 𝗰𝗼𝗻𝘁𝗮𝗰𝘁𝘀: 𝗛𝗼𝘄 𝗺𝗮𝗻𝘆 𝗮𝗽𝗽𝗼𝗶𝗻𝘁𝗺𝗲𝗻𝘁𝘀 𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝗦𝗗𝗥𝘀 𝗯𝗼𝗼𝗸𝗶𝗻𝗴 𝗳𝗿𝗼𝗺 𝗰𝗼𝗹𝗱 𝗰𝗮𝗹𝗹𝘀? The average conversion rate is 17%, but as a high performer, you should aim for as much as 33%. 𝟰) 𝗔𝗽𝗽𝗼𝗶𝗻𝘁𝗺𝗲𝗻𝘁𝘀 𝗵𝗲𝗹𝗱: 𝗛𝗼𝘄 𝗺𝗮𝗻𝘆 𝗮𝗽𝗽𝗼𝗶𝗻𝘁𝗺𝗲𝗻𝘁𝘀 𝘄𝗲𝗿𝗲 𝗵𝗲𝗹𝗱 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝗼𝗻𝗲𝘀 𝘆𝗼𝘂 𝗯𝗼𝗼𝗸𝗲𝗱? Appointments mean nothing if they don't hold. Aim for 90% of appointments held, and always optimize to stay above 80%. 𝟱) 𝗖𝗹𝗼𝘀𝗶𝗻𝗴 𝗽𝗲𝗿𝗰𝗲𝗻𝘁𝗮𝗴𝗲: 𝗛𝗼𝘄 𝗺𝗮𝗻𝘆 𝗼𝗳 𝘁𝗵𝗲 𝗮𝗽𝗽𝗼𝗶𝗻𝘁𝗺𝗲𝗻𝘁𝘀 𝗵𝗲𝗹𝗱 𝘄𝗲𝗿𝗲 𝗰𝗹𝗼𝘀𝗲𝗱? Closing is not a major cold-calling metric, but the quality of your prospecting impacts the success of the close. Top teams can secure as high as 30%, but you should aim for nothing less than a 15% closing rate. Cold-calling campaigns aim to generate revenue, so figure out how much revenue justifies your strategy and generates #ROI in the program. The above metrics tie into revenue through the following formula: 𝗗𝗶𝗮𝗹𝘀 𝘅 𝗗𝗶𝗮𝗹𝘀/𝗥𝗣𝗖 𝘅 𝗔𝗽𝗽𝘁𝘀/𝗥𝗣𝗖 𝘅 𝗔𝗽𝗽𝘁𝘀 𝗵𝗲𝗹𝗱 𝘅 𝗖𝗹𝗼𝘀𝗶𝗻𝗴 𝗿𝗮𝘁𝗲 = 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 Any questions? Ask me ↓ #sales #strategy #outbound

28

14 commentaires

Practical ways to use ICP to improve: 1. INBOUND PIPELINE For many B2B companies, inbound pipeline is unpredictable, and many inbound leads have low revenue potential. 𝘜𝘚𝘐𝘕𝘎 𝘐𝘊𝘗 𝘐𝘕 𝘈 𝘚𝘖𝘓𝘜𝘛𝘐𝘖𝘕:  - Identify clusters of ICP accounts that share a common use-case, and have highest revenue potential (e.g. financial service companies with a recent M&A looking to prevent churn of acquired customers) - Target accounts from this cluster with content and messaging aligned with the use-case 2. CONTENT Most B2B content has little impact on buyers and revenue. 𝘜𝘚𝘐𝘕𝘎 𝘐𝘊𝘗 𝘐𝘕 𝘈 𝘚𝘖𝘓𝘜𝘛𝘐𝘖𝘕:  - Align content with challenges & JTBDs of ICP account clusters and your business goals.  - Distribute content on places where target ICP buyers hang out and learn  - Use formats sales can use to start conversations 3. OUTBOUND PIPELINE Most sales teams are experiencing a decline in outreach response rates and oubound pipeline. In the age of AI, personalization is not enough. Buyers receive so much outreach, they only read messages from people they know. 𝘜𝘚𝘐𝘕𝘎 𝘐𝘊𝘗 𝘐𝘕 𝘈 𝘚𝘖𝘓𝘜𝘛𝘐𝘖𝘕:  - Align marketing and sales on the same ICP accounts and account clusters  - Create awareness and distribute content via salespeople’s profiles - When leading with relevant ICP content, sales will start many more relevant conversations. 4. MQLs NOT CONVERTING For many B2B companies, MQLs are not converting into pipeline and marketing leads are ignored by sales. 𝘜𝘚𝘐𝘕𝘎 𝘐𝘊𝘗 𝘐𝘕 𝘈 𝘚𝘖𝘓𝘜𝘛𝘐𝘖𝘕:  - Turn MQL activities into multiple touch points of a cluster-based program targeting ICP accounts with similar challenges - Each touchpoint is a new opportunity to:  (1) start a conversation  (2) collect key insights about their priorities, challenges, existing solutions, needs, buying center…  (3) educate them about the value we can create  (4) position ourselves as an industry expert --- In 2024, the biggest opportunity for most B2B companies is to fix the marketing and sales misalignment, and create joint programs focused on your best ICP accounts. And it all starts by understanding the common characteristics, the buying center and the buying process of your best customers. Or, with ICP development. In today's Full-Funnel Live, and tomorrow's Substack, Andrei Zinkevich and I will share a deep dive into creating and using ICP in B2B companies. fullfunnel[.]substack[.]com

93

8 commentaires

98 top-tiered HubSpot partners have anonymously joined my free benchmark group. In case you want to be the 100th, here's the link --> https://lnkd.in/epN-QaHn There's no special prize other than the fact that you get access to data about how your sales & marketing performance compares to the benchmarks calculated from the other 99. Traffic, lead gen, sales stats. Putting aside the work our product team did to build benchmark groups, it has taken us nearly a year to recruit this many partners to join it. In the beginning, Nikos Ntirlis & I sent a lot of 1:1 invites. We got ignored. People said no. But some said yes, obviously. More recently, I just mention that it exists. The last 60 or so saw the link & joined on their own. I think that this happens because these niche benchmarks don't exist elsewhere. But, I also share some of the aggregate data publicly, which starts conversations & gets people intrigued enough to check it out. I also started inviting members of the group to join me for special "Behind the Benchmark" episode of our Metrics & Chill podcast. I interview the owner & we share on the podcast (with their permission of course), how their sales & marketing performance compares to the group. Then, we chat about why they think they're performing as well as they are and what they're doing to improve in certain areas. So far, I've done 4 of these: Bob Ruffolo at IMPACT Jen Spencer at SmartBug Media Doug Davidoff at Lift Enablement Lauren Ryan at Coastal Consulting I also just scheduled Connor Jeffers of Aptitude 8. All episodes here: https://lnkd.in/gs6_9_qv What's really remarkable is how different their stories & situations are, yet they are all very successful. I will be reaching out to other existing members to see if they want to be on the podcast too. One other thing we're doing: running a survey about what top HubSpot partners do that others don't: https://bit.ly/3V4kIl3 (We actually worked with about 20 other partners to brainstorm the survey questions.) Once we recruit a respondent to take the survey, the last page of the survey prompts them to see the preliminary results by joining the group. We've gotten 38 responses this week & that's driven about 8 new members Of course, I only spend an hour here and there on marketing the group. I could have gotten 98 pretty quickly if it was the only thing I was doing. But, I'm glad it happened this way. We've learned a whole lot more about what it takes to build a solid benchmark by experimenting with different approaches like integrating a survey, interviewing members on the podcast & sharing my perspective on the data here & there in order to get people's thoughts on the actual benchmark data. I think it's the active discussion around the benchmark data that motivates others to join. It's not just the existance of the benchmark. It's the conversation it enables.

42

25 commentaires