Smart Lead Generation Sales Hacker

1. S m a r t L e a d G e n
A r m a n G h o s h

2. What is Smart Lead Gen?
Leverage your current customers to help understand who your highest quality leads are.
You have a wealth of insight in data already closed.
Create an effective lead distribution and routing mechanism that is driven by conversion
data. An Ideal Customer Profile has an Ideal Sales Rep to match
Define your ideal customer profiles and customize sales strategies to sell into them. There
is not one, but many ideal customer profiles and they all will have their own buying
process.
Lead Gen
Look Backward to Move Forward
Embrace Uniqueness
Call the Plays
Be data driven in the way you look at lead performance so you can make your sales process
predictable, manageable and adaptive to an ever-changing market.
Always Be Closing w. Data

3. Sheer volume of leads and dials does not matter if they are bad leads. Wasted energy can
be debilitating to a sales org.
If you assume customers all have the same problem and want the same solution, you are
being an ass. The buyer has evolved, they can and expect to find the perfect fit for
themselves.
The “phone book” is not your ideal customer profile. A lack of focus in targeting your
customers can create an organization of rejection and failure.
Its not the size of your book…
Everyone isn’t your friend
There is no “one sales strategy to rule them all (leads)”
Making decisions on anecdotal feedback is like playing the game telephone as a child. The
messaging and feedback naturally will deteriorate and will always be unpredictable.
Rabble, Rabble, Rabble
What is NOT Smart Lead Gen?
Lead Gen

4. Current State /
Assessment
Identify trends in the data of the customers you have closed. What are their characteristics, similarities and
differences.
Create Profiles
Create Lists
Distribution
Tracking Data
Using the data collected, identify profiles of the most productive customers you have, it starts with a
hypothesis
With the lead profiles as the search parameter, utilize 3rd party lead gen parties // databases, or internal
resources to create lists that are individually tagged for future analysis
Every sales rep has their strengths, including closing lead profiles they are most comfortable with. Match
lead profiles to historic rep conversion and isolate the profiles // reps that are an ideal match. Effectively
route leads to the best rep to close.
Create a consistent sales tracking and reporting structure to gain actionable insights on lead performance
tied to your distribution strategy.
Continue Testing Constantly analyze and use the data to continue to validate and evolve your lead profiling strategy and
always A/B test new profiles to make sure that you evolve as your customer and the marketplace does
What are the basics?
Creating A Lead Gen Process

5. Profiling Methodology
• Profile based off of Industry (ie Medical, Automotive, Insurance)
• Profile Based off of Size (SMB, Med/Lar, Enterprise (enterprise)
• Profile Based off of Location (Local, Regional, Enterprise)
Generate Lead Lists - Lead Gen Provider // Self Source
• Lead List 1 - 2 Target Industries (cast wide net)
• Lead List 2 - Enterprise Leads (targeted)
• Lead List 3 - Local / Regional (targeted)
Distribute to the ideal rep
• Location
• Product feature expertise
• Vertical Specialization
• Past Conversion Insight
Target
Profiles
Prospecting
Distribution
Profiling, Prospecting and Distribution
Identify:

6. Systems
• CRM (Salesforce, Base, Close.io etc)
• Communication Mechanisms (email, call center software, presentation software)
• Post Sale Management (Billing, CS, Referrals)
Identifying Data Points
• CRM — Lead Source, Lead Type, Customer Characteristics, Stage Progression, Conversion
• Communication Mechanisms — # of touch points, # presentations, reach rates
• Post Sale Management — Accounts in good standing, Delinquency Rates, # of Referrals,
Upsell Rate)
Analysis
• Conversion by lead source // profile (team and rep)
• Average Deal Size by lead source // profile
• Time to Close by lead source // profile
• Average # of Touch Points per lead source // profile
• Account Retention // Churn // Growth per lead source // profile
Data Sources
Tagging Data
Core KPI’s
Data Sources, Tagging Data, Core KPI’s
Track:

7. • Profiling leads helps you prioritize and forecast with more authority
• Example profiles to identify:
• Deal Size
• Company Size
• Time to close
• Monitor activity per profile to understand and predict “use of time”
• Create your own focused and prioritized views into your lead lists // universe — Make it
consistent and comfortable
• Be conscious of post sale performance (what leads churn, grow or produce referrals)
• Create your own account tagging structure in your CRM (#notes is a good place to add
data)
• Source leads that fit your profiles (more targeted and granular searches)
Things to think about as a Sales Rep
Tips and Tricks:

8. • Minimize rep time to lead gen and if possible eliminate completely — source,
build lists and manage distribution as an organization
• Create and control the data environment for leads for a cleaner analysis and
better insights
• Identify strengths and weaknesses in team at a rep level and tie to lead routing
and distribution (incorporate in 1on1s and rep evaluation)
• Consistently look at the data and continually evolve and validate your
assumptions of ideal customer profiles
• Always A/B test new customer profiles in a controlled and data driven manner
• With better identities of profiles, leverage specialized 3rd party lead
generation companies or leverage current databases with increased focus
Things to think about as a Manager
Tips and Tricks:

9. T h a n k s
A r m a n G h o s h
a r m a n @ r o c k e t l a u n c h . c o