Telemarketing for leads just isn't cost effective, but there are really effective ways to use the telephone.

1. Telemarke(ng
is
Dead
Long
Live
the
Telephone
Dan
Kraus,
Leading
Results
Pat
Lysak,
Impole
Corpora(on

3. Business Development issues our
clients are facing

4. Challenge 1: No Focus On Differentiation
• Company WOW is indistinct
• Sales & Marketing talk about generic features &
benefits
• Deals are won/lost on price

5. Challenge 2: Lack of Repeatable Process
• No Process for nurturing early-stage prospects
• No Process for creating repeatable, sustainable
customer delight
• No Process for creating additional current-
customer sales

6. Challenge 3: Ideal Customer is Anyone..
• No clarity and focus to messaging
• No consistent feedback loops
• No referabilty

7. Challenge 4: No Systematic Approach
for Finding New Customers
• No content repurposing
• Website underperforms
• “Hope” for referrals
• Traditional Marketing programs underperform
• Inbound Marketing Lead are “bad”

8. Challenge 5: No Calendar
• Marketing activity of the month
is the plan
• No consistent way of getting the
message out
• No consistent value-based
follow up

9. The Big Problem
Business Growth is
unpredictable and inconsistent

10. Its not your Tactics…
…Its the lack of Strategy

11. When
you
explain
to
people
what
you're
trying
to
do,
as
opposed
to
just
making
demands
or
delega(ng
tasks,
you
can
build
instant
trust,
even
if
it's
just
for
that
short
(me
you're
on
the
phone.
-­‐
Simon
Sinek
Agenda
Ø GeJng
the
right
coordinates
for
the
target
Ø ALrac(ng
ALen(on
Ø Moving
Prospects
through
the
Buying
Process
Ø The
Ecsta(c
Sales
Team
Ø The
Delighted
Customer

12. Who
is
Impole
• Sales
enablement
organiza(on
focused
on
developing
account
intelligence
• Both
primary
&
secondary
research
• For
over
30
years
on
behalf
of
both
Fortune
500
companies
and
start
ups
• Operate
on
a
global
basis,
HQ
in
Waltham,
MA
• Use
the
phone
as
the
medium
• Proven
processes
to
mesh
the
solu(on,
the
message
and
the
market
• Drive
the
front
end
to
the
sales
process.
We
are
a
tool!

13. Leading
Results
• Marke(ng
services
agency
–
coaching,
consul(ng
and
doing
» Outsourced
BizDev
Strategy
&
Execu(on
» 1:1
Coaching
&
Consul(ng,
Group
Coaching
» Frac(onal
VP
Marke(ng
Services
» Bite
Sized
Business
Development
• Hubspot
Gold
Partner
• Authorized
Duct
Tape
Marke(ng
Consultants
• Headquartered
in
CharloLe,
NC
• Clients
through
14
(me
zones
• We
help
you
stop
was(ng
money
on
marke(ng
that
doesn’t
get
results

14. Leading
Results
Core
Mantra
• Don't
talk
about
the
products
you
sell;
talk
about
the
problems
you
solve.
• Then
talk
about
the
remarkably
different
way
that
I
will
experience
working
with
you
as
you
solve
those
problems.
• Be
sure
you
tell
me
what
I
get;
NOT
what
you
do.
Because
I
don't
have
(me
to
figure
out
if
what
I
need
is
what
you
do.

15. The
Face
of
Lead
Genera(on
has
Changed

16. What
are
the
right
target
coordinates?
You
Need:
• Ideal
customer
profile
(business
type)
• Buyer
personas
• Insights
to
share

17. Figuring
Out
Your
Ideal
Client
Anyone?
Anyone?
Any…one?

18. Ideal
Customer
(aka:
target
market)
• What
it
should
not
be:
» Anyone
with
money
» Anyone
in
a
certain
city
or
town
» Anyone
that
wants
to
buy
x
» Anyone….

19. What
is
an
ideal
target?
•
Values you
• Align with the company vision
• Profitable
• Not just money
• Refers
• To other ideal

20. Personas
Buyer personas are fictional
representations of our ideal
customer. They come from a
composite of research and
experience and remind us of the
unique human element of our ideal
customer audience

21. Personas
Essentials of a Good Persona
• It is NOT a title
• It is not made up: research + experience
• “They” have a personality
• It evolves over time

22. Customer
Needs
&
Problems
Company
Exper(se,
Insights
&
Value
Marke(ng
&
Sales
Focused
Insights
Insights
to
Share

23. Build
a
Good
List
Why?
• Develop critical account knowledge
• Increase sales rep productivity
• Accelerate sales process
“Nearly 60% of a typical purchasing decision—researching solutions,
ranking options, setting requirements, benchmarking, pricing, and so
on [happen]—before even having a conversation with a supplier.”

24. Build
a
List
• Building
a
Suspect
List
is
more
than
email
addresses

25. Build
a
Good
List
Iden(fy
best
prospects
• Your list needs new data – requiring insights from inside
the accounts to learn if they match your criteria
» Use
the
Phone
for
Research
• Technology
environment
• Sa(sfac(on
with
current
solu(ons
• Where
are
they
in
the
buy
cycle
• Psychographics

26. ALrac(ng
ALen(on
Key
Elements
for
Success

28. Measure,
review
&
op(mize
Unrecognized
need
Recognized
need
Informa8on
gathering
Decision
to
pursue
a
solu(on
Due
diligence
&
consider
op8ons
Decision
to
solve
or
not
solve
Implement
&
learn
to
use
Support
access
Buyers Journey

29. Move
Prospects
down
the
path
• Qualify
Stage
• Nurture
» Email
» Phone
» Social

30. Move
Prospects
down
the
path
• What
do
you
do
when
the
prospect
is
a
great
fit
but
they
are
not
responding
to
email
or
social
media?
» Direct
interac8on
required
• Iden(fy
the
personas
to
nurture
• Fully
understand
their
needs
• Educate
them
about
how
you
solve
their
problem

31. Move
Prospects
down
the
path
Nurture
Accounts
–
• In the best B2B sales process, the sales person
is NOT looking for “BANT” anymore. It is no
longer a solutions sell- it is an insight sell.
• Start interacting! What problem do you solve for
the prospect?

32. Move
Prospects
down
the
path
Marke(ng
Nurtures
Sales
wants
to
prospect
un(l
receive
well
un(l
ready
for
qualified
leads
sales
team
…
by
their
defini(on.

33. Move
Prospects
down
the
path
Definition of MQL
• Meets criteria determined by your company
definition of lead process
• Contact has:
• Downloaded white paper
• Inquired for further information
• Indicated interest in sales contact

34. Move
Prospects
down
the
path
• Definition of SQL
• Develop specific criteria
• Understand each account:
• Environment
• Current solution
• Drivers for new solutions
• Buy cycle, readiness to engage
• Requires direct contact with account

35. Move
Prospects
down
the
path
Marke(ng
Nurtures
Sales
wants
to
prospect
un(l
receive
well
un(l
ready
for
qualified
leads
sales
team
…
by
their
defini(on.

36. Move
prospects
down
a
path
Star sales people evaluate prospects
according to criteria different from those
used by other reps,
Target agile organizations in a state of flux
rather than ones with a clear understanding
of their needs.

37. What
happens
when
Sales
gets
SQLs?
• Makes
them
happy!
J
• They
follow
up
• Marke(ng
team
is
a
heroJ

38. Closed
Customer
• Customer
Sa(sfac(on
Measurement/Mgmt
» Telephone
surveys
&
Follow
up
» Net
Promoter
» Follow
up
to
each
interac(on

40. Measure,
review
&
op(mize
Unrecognized
need
Recognized
need
Informa(on
gathering
Decision
to
pursue
a
solu(on
Due
diligence
&
consider
op(ons
Decision
to
solve
or
not
solve
Purchase,
Implement,
ac(vate
Support/Help
access
BuyersJourney
Inbound
Marke(ng/SEO
Phone
Follow
Up
Nurture
Marke(ng
Phone
Follow
Up
Sales
Phone
Follow
Up
Consul(ng
/
Services

41. Final
Offer
If
you’d
like
to
improve
your
business
development
process….
No
Obliga8on
30
Minute
Review
of
Your
Overall
Sales
and
Marke8ng
Process
&
Workflow
Email
us:
Dan
Kraus
dkraus@leadingresults.com
Pat
Lysak
plysak@impole.com