Using Customer Success to Drive Lead Generation and List Building We invite you to join us at our inaugural Series Event in Austin, Texas where local sales leaders provide creative answers to some of the most common questions asked by members of today’s Sales teams. The night's topic is Hacking Lead Generation & List Building and our objective is to send our attendees home with an arsenal of tips and strategies for overcoming the following challenges Identifying your ideal customer profile and creative sales strategies for where to find them Creating segmented lists and tips on how to do effective and creative outreach Putting into practice inbound and outbound outreach strategies Fully utilizing web scraping, Virtual Assistants, and Sales Automation tools and strategies Identifying metrics that really matter and how to track and measure them ...and much more!

1. Lead Gen & List Building Secrets
Lincoln Murphy
Sales Hacker Series Austin
March 24, 2015

2. @lincolnmurphy

3. http://sixteenventures.com/saleshacker

8. What We’ll Cover Lead Generation vs.
Lead Capture
1
2 Identify your Ideal
Customer
3 Enter the
Conversation
4 3 Secret Sales
Hacks
5 Q&
A

9. LEAD GENERATION
VS.
LEAD CAPTURE

10. 1. Generation = Creating Leads where there otherwise
aren’t any. AKA Demand Generation.
2. Capture = Siphoning off some of the
existing demand for yourself
GENERATION VS. CAPTURE

11. STARTUPS
VS.
SMALL (EARLY) BUSINESS

12. 1. Innovative, creating a new product category (like
Gainsight)
1. The Market Doesn’t (Really) Exist Yet
2. Disrupting a relatively established and staid market
(Zenefits)
• The Market Exists… but they don’t know it yet
• They aren’t looking for you
• They aren’t looking to change the status quo
• If they do find you, the switching cost is high
STARTUPS

13. • Requires Active Outreach to Drive
Pipeline
• Marketing Accelerates (backs-up)
Process
• It’s a Process
• Educate the Market on the Concept
• Get them to realize they need the
Concept
• Make them realize they need your offering
(rather than other upstarts by now)
STARTUPS REQUIRE LEAD GENERATION

14. • They may not (probably don’t) know you exist.
• They’re not actively looking for you.
• You have to come in and disrupt the status quo; get in
front of them.
• Help them realize that you can make their life better.
• And even though they want you to exist…
• now that you do, they may have some qualms about jumping
on your ship.
STARTUPS REQUIRE LEAD GENERATION

15. • Doing the same thing as every other company, but
maybe better, faster or cheaper (pick 2!)
• IRL: Restaurants, Yoga Studios
• SaaS: Project Management, CRM, Accounting, etc.
• Market Characteristics
• They know they have a problem
• They know there’s a solution
• They are solving the problem somehow
• They might know who you are
• You know who they are
NON-STARTUPS

16. • Demand Exists
• Marketing and Inbound Can Drive Pipeline
• People are actively searching for what you offer
• Outreach Accelerates Growth!
NON-STARTUPS CAN RELY ON CAPTURE

17. IDENTIFY YOUR IDEAL CUSTOMER

18. IDEAL CUSTOMER PROFILE
Ready
Willing
Able
Success Potential
Acquisition Efficiency
Expansion Potential
Advocacy Potential

19. IDEAL CUSTOMER PROFILE
Remember, Ideal
Customer is Situational
Ready
Willing
Able
Success Potential
Acquisition Efficiency
Expansion Potential
Advocacy Potential

20. SITUATIONAL AWARENESS
Situational
Awareness

21. IDEAL CUSTOMER PROFILE
Ready
Willing
Able
Success Potential
Acquisition Efficiency
Expansion Potential
Advocacy Potential

22. You can’t know what Marketing
Channels, Pitch, Pricing, or
Messaging to use until you are clear
on your Ideal Customer Profile.

23. 1. Ideal Customer Profile
2. Persona Development
3. Empathy Mapping
THE PROPER ORDER

24. Helps You Qualify the Company,
NOT the Contact

25. http://sixteenventures.com/saleshacker

26. ENTER THE CONVERSATION

27. Customer Success = “Helping your
customers achieve their Desired
Outcome through the use of your
product.”

28. “Enter the conversation
already taking place in your
customer’s mind.” – Robert
Collier, c1937

29. Success = Their Desired Outcome

30. Success = Their Desired Outcome

31. At both the Company and
Persona-level

32. 3 SECRET SALES HACKS

33. 1. Prospect Segmentation
2. Co-Outreach
3. Pre- & Retargeting
3 SECRET SALES HACKS

34. • Don’t treat all prospects the same
• Don’t spray and pray
• Segment by industry
• Update the template every morning with something relevant if
possible
• Segment by revenue potential
• Take time to research and customize for high-value customers
• Emails Sent != Deals Closed or Revenue Generated
1. PROSPECT SEGMENTATION

35. • Find a company you don’t compete with that shares
your Ideal Customer Profile
• Get them to know, like, and trust you so they’ll want to
introduce you to their customers
• Identify some customers – maybe 10 or so – that would
be perfect for the other company
• Someone from each company will send an email to
their to introduce the other company in a way that’s all
about how that other company could help the
customer
2. CO-OUTREACH

36. • Warm ‘em up
• Content Distribution
• Custom Audiences
• Non-Sales Outreach
• Keep ‘em warm
• Retargeting
• Nurturing
• Progressive Profiling
3. PRE- & RETARGETING

37. http://sixteenventures.com/saleshacker

38. @lincolnmurphy

39. Thank you!