It’s strange times. While medical professionals are striving to maintain the COVID-19, businesses around the world are struggling with the disruption of day-to-day work life. It’s the first time in marketing and sales where it’s confusing. Many of us don’t know what the next steps are. That’s why Leadfeeder’s CMO, Andy Culligan, and our friends Marc Chabot, CEO of Reachdesk, and Alex Olley, Co-Founder of Reachdesk hosted a webinar on Thursday, March 19 on how to keep calm and create a pipeline during the coronavirus outbreak. In this webinar, both teams shared strategies marketers and salespeople can use to build a pipeline of high-intent online leads now during a time of crisis.

2. Keep calm and
create Pipeline

3. Speakers
Andy Culligan
CMO
Alex Olley
Co-founder
Marc Chabot
CEO

4. To Start

5. 1. Where is this?
1. What day of the
year?
2 Questions:

6. 2020
2019

7. The Impact on B2B

8. Events

9. 1. 1K+ Senior Marketers interviewed
1. Companies managing over $738M in
event spend per annum
1. Industry Focus: Software, services +
media
REPORT: Event Marketing 2019

10. Important Stats
30% organize events to support lead generation + sales
acceleration
41% see live events as the most critical marketing channel in
achieving business outcomes
63% plan to increase their budget by 22% in 2020

11. INBOX EXPO

12. 30K EUR spend
4 sales people
50 meetings prebooked
100 leads captured
500K EUR pipeline
Real Life Example

13. Outreach

14. Look familiar?
Important: “The prospect said”
Wait, that means you got a connect?
Cold calling pre 2020

15. Taking your Cold chance until now

16. Taking your Cold chance until now

17. Taking your Cold chance until now

18. Taking your Cold chance 2019

19. Lists
Lists
Lists
Maybe research
Personalisation
Chase meeting
Why?

20. Understanding Buyer Intent
2. Research 3. Behavior1. Prioritize
4. Relevant outreach

21. 2020
The year of digital
empathy

23. 1. Demonstrate empathy for others, including
those different from you.
2. Engage in self-care and self-reflection.
3. Keep to a clear message.
4. Help your children understand that the
world doesn't revolve around them.
5. Discuss ethical dilemmas.
Sales Leadership
Link

24. 1. Use literature.
2. Give responsibilities.
3. Start an emotion* journal
4. Teach “being in someone else’s shoes.”
5. Encourage random acts of kindness.
Sales
Link

25. Putting Things Into Play

26. 1. Change the conversation - fast!
2. Be true to your
3. Be brave and change the conversation internally
4. Turn your team into mini-marketers
5. Be human
6. Focus on the right conversations at the right time
What You Can Do

27. Play 1 - Step Into People’s shoes
1. Understand real intent
2. Signals from online behaviour?
3. Review visitor behavior at EVERY stage of
your sales funnel
4. Engage with value led messaging based on
activity

28. Existing Clients
Open/Lost Deals
Target accounts
YOUR WEBSITE
Contact -level intent data
(2-4% of website visitors)
Company -level intent data
(96-98% of website visitors)
Google Ads Organic traffic Online marketing

29. Play 2 - Get Personal
1. Don’t waste people’s time
2. Have they been interacting with your
company? And how?
3. Reach out to show you care
4. No CTA or “Hard Sell”
5. Don’t call cold to “book a meeting”
6. Bring some value to the table

30. Play 3 - Make Online Events Engaging
1. Send eGifts to attendees beforehand. Buy lunch
during the interval
2. Gamify online events - Kahoot
3. Start an online coffee shop or evening pub
session - buy a virtual pint
4. Reveal opportunities in this new world: who has
shown further interest in my business?
5. Track behaviour after events
INBOX EXPO

32. Play 4 - Surprise Someone
1. Understand which prospects are engaged
2. Make a difference to someone’s personal
life
3. Send themselves something to make their
time at home better
4. Make it shareable - kids, gaming, food etc
5. Don’t ask for anything in return
6. Track those who engage after delivery and
reach out to help

34. Play 5 - Give Someone Your Time
1. Don’t ask for anything in return
2. Show you are there to help and provide advice
3. Engage with someone you can share valuable
insights with
4. Don’t sell to them
5. “I’m here for you”

35. Play 6 - Start A Referral Scheme
1. People have come together and want to
help
2. Refer people you know could benefit from
someone’s product in your network
3. Ask them to do the same for you
4. Connect people and create new
conversations

36. Play 7 - Reschedule
1. Reschedule cancelled events meetings
2. Prioritize based on previous intent signals.
Build from there.
3. Give them a reason to attend “I was going to
speak to you about XYZ - is this still of
interest in these testing times?”
4. Reward them for their time

37. Play 8 - Do Something Good For
The World
1. Find a way to help businesses
2. Think of charities and local businesses
3. Help people find jobs

38. Play 9 - Don’t Forget Your
Customers
1. Show you care about them
2. Do something they wouldn’t expect
3. Identify the ones you can engage with, and
prioritize

39. Final - Plan For Normality
1. Plan how to engage when they get back to
the office
2. What will make their day and remember
you?
If you’ve done all this right then you’re the first
one they will call...

40. There is always
room for success

41. Q&A