SalesFUSION Webinar - The Death of Cold Calling Webinar - details the new paradigm for b2b lead generation

1. SalesFUSION Webinar
The death of Cold Calling

2. Now that the title got you here….No! cold calling is
not dead
It just became an ostrich

3. 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

4. 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

5. 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!

6. The best film about sales
leads….ever

7. 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

8. 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

9. Demands a new paradigm for lead generation…
• 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

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

11. Sales is a numbers game….right?
B2B Sales Rep = COGS
Calls 100 Calls • $50,000 base salary
• + Benefits
• Salary plus benefits = $65,000
• 100 Calls per day
• 5 Days per week
Appointments 2-3 Appointments • Avg. 42 Full weeks per year
.025 connect rate • 210 calling days
• 21000 calls
• 525 Connects
• 105 Sales
Sales .5 Sales
.005 close rate

12. Things to consider regarding lead gen and
telesales
• 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?
Sirius Decisions Report - By
2015 70% of B2B leads will come
from inbound marketing.

13. A quick poll
• With the proliferation of email marketing – have you become more or less
apt to answer a telephone call?
Sirius Decisions Report - By 2015 70% of
B2B leads will come from inbound
marketing.

14. 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%

15. 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

16. How are successful b2b sales/marketing teams adapting?
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
• 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 16

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
17

18. Change the way you view telesales/inside sales
They are not phone jockeys anymore
Think 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
Welcome to Data-Driven Sales • Empowered with technology
• Higher job satisfaction
• Better growth potential
• They become a marketing and
field sales “Farm Team”

19. 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

20. 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

21. 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.

22. Access to enroll leads in campaigns
Alerts Auto-enroll
Email alert – Based on Automated Routing to
Rules drip/trigger based nurture
Alert telesales to marketing campaigns
view/open in CRM

23. Day in the life of data-drive telesales
Website monitoring
Research 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

24. 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

25. 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

26. 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

27. 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

28. 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%

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