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Advanced leadgen in B2B, Maryna Nikitchuk.pptx

Marina Nikitchuk
Marina Nikitchuk

- Sales stages, sales channels; - Lead sources; - Account sourcing - LinkedIn Navigator, Expandi, growth hacking tips - Email outreach, sequences, multi-channel prospecting - Leadfeeder

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Advanced leadgen in B2B Maryna Nikitchuk, Director of Sales Development, Very Good Security
Vocabulary 8. Qualification 9. Sequence 10. Multithreading approach, AGOGE 11. ABM 12. Opportunity 13. Lead source 14. Campaign 1. Inbound and Outbound lead 2. Funnel 3. Pipeline 4. Sales stages 5. SQL, SAO, MQL 6. SDR, BDR, researcher 7. Fit criteria, ICP, Buyer persona
01 Lead Gen
Advanced leadgen in B2B, Maryna Nikitchuk.pptx
Leads typically hear from a business or organization after opening communication instead of getting a random cold call from someone who purchased their contact information. HubSpot
Well...
Functions Website Content Groups, Listings, Freelance websites Social Media Hunters Outbound lead generation Referrals, Partnerships, Surveys Number of employees, min 2 1-2 1-2 1 2-3 1 Prio 2021 1 2 2 3 1 1 Activities SEO, Monitoring, Landing pages, Analytics Blog, Comments in Articles, Quora, Reddit, Lead magnets LI, Facebook groups, Telegram and Slack chats, Listings, Clutch, Good Firms, Capterra, Upwork, AngelList, Alexa, G2, LinkedIn Jobs Facebook, LinkedIn, Instagram, Twitter, Ads Outbound lead gen campaigns, Email Marketing Current clients, partnerships Tools Semrush, Ahrefs, SpyFu, Google Analytics, Leadfeeder Social Report (publishing tools), Canva, Trello, Grammarly Trello, BaseCamp, Slack Ad campaigns tools, Lempod Outreach, LI Sales Navigator, Crunchbase, Linked Helper, Dux Soup, Expandi, Intricately, Clearbit, Snov.io, LeadIQ, Lusha Typeform, Google Forms, SurveyMonkey Salesforce & Outreach Plans & OKRs & SMARTERs General Lead Gen overview
Where are you?
inbound: event webinar google ads website linkedin ads nurture outbound: sales prospecting expandi post engagement expandi/linkedin Lead sources in your CRM:
How? ENTR CML SBM Inbound leads Sales development Account executives by segment BDRs: intbound SDRs: outboun d Qualified Opportunities Closed Deals Customer Success
Sales stages Stage Demand Gen/Qual Disco Preso/Demo Trial Proposal Negotiation Close Sales Cycle Time: 4.6 months Benchmark metrics Pipeline contribution: 40% marketing sourced 34% outbound SDR 19% Sales (self-sourced) 7% channel N/A Demo-to-close: 35% Trial-to-clo se: 56% Proposal-to-cl ose: 77% N/A Close rate: 20% (opportunity created / closed) Analysis While 74% of pipeline is delivered via outbound SDRs and marketing, that contribution starts to decline for higher ACV deals, at $50k-75k Distinct discovery meeting Customized based on discovery and delivered in the same meeting 30 days Customized to prospects challenges, solutions and ROI; presented via proposal meeting Separate negotiation conversations with champion and stakeholder committee Handoff to prospect success and schedule kickoff meeting
Sales Accepted 0% Sales Qualified 20% Proposal 50% Sandbox 60% Negotiate 75% Contract Out 90% Objective Company is a Fit Company Qualify the opportunity. Gather BANT criteria Proposal and Sandbox can be combined into one step or separated into two stages. This is a judgment call SE or AE setup integration including sandbox & drive data flow for the sample use case(s) Prospect has agreed to move forward. Negotiate pricing and review terms If sending a contract, the Buyer needs to be ready to sign Stage Requirement Problem to solve: Meeting has been scheduled BANT * Prospect agrees to another meeting, meeting scheduled on the calendar Continue to crystalize BANT and continue to map out the organizational structure Confirm solution, use case(s) and success criteria Update notes Contract out for signature Required to Exit Stage Fill out: Problem to Solve Why Evaluate VGS Identify Pain = Identify challenges and the consequences of solving or not solving those problems Champions Buying Process: Determine the buying process Update BANT fields Prospect has agreed to terms and pricing. Signed and countersigned contract Move opportunity to Ready to Close Stage Deal vetting by finance and moved to closed-won Sales stages
Strategic ABM ABM Lite Programmatic ABM Value of ABM 1. ICP 2. Qualification criteria 3. Business persona 4. Pain-gain-JTBD 5. Campaigns 6. Multichannel approach 7. Sales, CS, Marketing, Product / Development alignment 8. Measurable results 9. Iterations The three types of ABM One to one accounts One to few accounts One to man accounts The need to scale has led to emergence of three types of ABM I n v e s t m e n t & R O I p e r a c c o u n t High Low
Advanced leadgen in B2B, Maryna Nikitchuk.pptx
02 Account Sourcing
Account Sourcing Reports (CBInsights) LI Navigator Crunchbase Digests + Directories + Twitter + LI news Feed Booleans
Crunchbase
Account sourcing routine Tools youll use to add these accounts into CRM LeadIQ, ZoomInfo, Lusha -> to find valid emails + email validator Sales Navigator -> to find relevant prospects and research their backgrounds CRM - > to check if account exists already Workflow Allocate some period of time for account sourcing Check all newsletters and funding news Read Twitter/LinkedIn influencers to find new companies
03 Basic Toolset
仂仄舒仍仆亶 CRM Your basic toolset
Metrics/Score Loom Email deliverability tools Leadfeeder / 6sense implementation Expandi Impact 7 4 7 9 Confidence 3 8 8 8 Ease of Implementation 1 9 10 10 TOTAL 21 288 560 720 Impact x Confidence x Ease = ICE SCORE
04 LinkedIn
LI as the main sales channel 30% of our results are coming from LinkedIn, but within LI ->
LI Sales Navigator Create lead lists Follow current customers - look-alikes Boolean search Notification/Alerts Three sales insights: Alerts aimed at giving you more signals to understand how to engage with your Saved Leads and Accounts Saved lead has engaged with LinkedIn posts from your company (sponsored or organic) Someone at an account viewed your profile Account just raised money
Expandi general campaigns
Expandi automation
SSI
05 Emails
Subjects Personalization matrix Tasks Audits Prospecting: messaging tricks
1 15 30 1st email follow-up 2 follow-up 1 email (new thread) follow-up 1 follow-up 2 email (new thread) follow-up 2 follow-up 1 break-up email Build your sequence
AGOGE approach
06 Leadfeeder
Solution. Leadfeeder implementation, visitor tracking software
Even more
07 Metrics
Sales Conversion Metrics
TEAM -> 丐丕丐亂 SDA >> SDR >> AE + sales-ops & other sales teams PODs >> (SDR + AE) + sales-ops & other sales teams SDR >> AE + sales-ops & other sales teams
亠仂 仆舒 从亠 SalesMan 亠舒仍仆舒 仗舒从亳从舒 IT-仗仂亟舒亢 仗仂亞舒仄仄仂亶, 舒亟舒仗亳仂于舒仆仆仂亶 仗仂亟 于舒 亳亰仆舒舒仍仆亶 仂仗 亳 亠仍亳 仂弍亠仆亳! 7 仂仆仍舒亶仆-于仂从仂仗仂于; 1 仄亠 亰舒仆亳亶; 5 亟仂仄舒仆亳 亰舒亟舒仆亳亶; 6 仗亳从亠仂于 仂仗仂仄 仗仂亟舒亢 于 弌亠于亠仆仂亶 仄亠亳从亠 亳 舒仗舒亟仆仂亶 于仂仗亠, 亳亰 IT-从仂仄仗舒仆亳亶: Very Good Security, Grammarly, RetargetApp, Powercode, Ringostat. 仂亟舒从亳 仂 BizDeva 亳 IAMPM 亠仂 仆舒 从亠 BDSM 仂亰仄仂亢仆仂 仆舒 仗舒从亳从亠 仗仂仂亳 亠从亳于仆亶 sales-marketing 仗仂亠 亟仍 IT- 从仂仄仗舒仆亳亳! 16 亰舒仆亳亶; 亟仂仄舒仆亳亠 亰舒亟舒仆亳 仗仂 于舒亠仄 仗仂亠从; 仗仂亟仂弍仆舒 仂弍舒仆舒 于磶 仂 仗亳从亠仂于 亳亰 Very Good Security, DataArt, Nika Tech Family, RetargetApp,TemplateMonster. -35% 仂 IAMPM 仆舒 仂弍舒 从舒 于亠仄, 从仂 亰舒仗亳亠 亟仂 从仂仆舒 亟仆 仗仂 仗仂仄仂从仂亟 DrivingSales
Please, check Expandi referral link LI Navigator recommendations Boolean Search. How to use LI Alerts Lead Gen strategies 2021 Post engagement, guide
Contacts: BizDeva Channel Facebook LinkedIn Questions?

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Advanced leadgen in B2B, Maryna Nikitchuk.pptx

  • 1. Advanced leadgen in B2B Maryna Nikitchuk, Director of Sales Development, Very Good Security
  • 2. Vocabulary 8. Qualification 9. Sequence 10. Multithreading approach, AGOGE 11. ABM 12. Opportunity 13. Lead source 14. Campaign 1. Inbound and Outbound lead 2. Funnel 3. Pipeline 4. Sales stages 5. SQL, SAO, MQL 6. SDR, BDR, researcher 7. Fit criteria, ICP, Buyer persona
  • 5. Leads typically hear from a business or organization after opening communication instead of getting a random cold call from someone who purchased their contact information. HubSpot
  • 7. Functions Website Content Groups, Listings, Freelance websites Social Media Hunters Outbound lead generation Referrals, Partnerships, Surveys Number of employees, min 2 1-2 1-2 1 2-3 1 Prio 2021 1 2 2 3 1 1 Activities SEO, Monitoring, Landing pages, Analytics Blog, Comments in Articles, Quora, Reddit, Lead magnets LI, Facebook groups, Telegram and Slack chats, Listings, Clutch, Good Firms, Capterra, Upwork, AngelList, Alexa, G2, LinkedIn Jobs Facebook, LinkedIn, Instagram, Twitter, Ads Outbound lead gen campaigns, Email Marketing Current clients, partnerships Tools Semrush, Ahrefs, SpyFu, Google Analytics, Leadfeeder Social Report (publishing tools), Canva, Trello, Grammarly Trello, BaseCamp, Slack Ad campaigns tools, Lempod Outreach, LI Sales Navigator, Crunchbase, Linked Helper, Dux Soup, Expandi, Intricately, Clearbit, Snov.io, LeadIQ, Lusha Typeform, Google Forms, SurveyMonkey Salesforce & Outreach Plans & OKRs & SMARTERs General Lead Gen overview
  • 9. inbound: event webinar google ads website linkedin ads nurture outbound: sales prospecting expandi post engagement expandi/linkedin Lead sources in your CRM:
  • 10. How? ENTR CML SBM Inbound leads Sales development Account executives by segment BDRs: intbound SDRs: outboun d Qualified Opportunities Closed Deals Customer Success
  • 11. Sales stages Stage Demand Gen/Qual Disco Preso/Demo Trial Proposal Negotiation Close Sales Cycle Time: 4.6 months Benchmark metrics Pipeline contribution: 40% marketing sourced 34% outbound SDR 19% Sales (self-sourced) 7% channel N/A Demo-to-close: 35% Trial-to-clo se: 56% Proposal-to-cl ose: 77% N/A Close rate: 20% (opportunity created / closed) Analysis While 74% of pipeline is delivered via outbound SDRs and marketing, that contribution starts to decline for higher ACV deals, at $50k-75k Distinct discovery meeting Customized based on discovery and delivered in the same meeting 30 days Customized to prospects challenges, solutions and ROI; presented via proposal meeting Separate negotiation conversations with champion and stakeholder committee Handoff to prospect success and schedule kickoff meeting
  • 12. Sales Accepted 0% Sales Qualified 20% Proposal 50% Sandbox 60% Negotiate 75% Contract Out 90% Objective Company is a Fit Company Qualify the opportunity. Gather BANT criteria Proposal and Sandbox can be combined into one step or separated into two stages. This is a judgment call SE or AE setup integration including sandbox & drive data flow for the sample use case(s) Prospect has agreed to move forward. Negotiate pricing and review terms If sending a contract, the Buyer needs to be ready to sign Stage Requirement Problem to solve: Meeting has been scheduled BANT * Prospect agrees to another meeting, meeting scheduled on the calendar Continue to crystalize BANT and continue to map out the organizational structure Confirm solution, use case(s) and success criteria Update notes Contract out for signature Required to Exit Stage Fill out: Problem to Solve Why Evaluate VGS Identify Pain = Identify challenges and the consequences of solving or not solving those problems Champions Buying Process: Determine the buying process Update BANT fields Prospect has agreed to terms and pricing. Signed and countersigned contract Move opportunity to Ready to Close Stage Deal vetting by finance and moved to closed-won Sales stages
  • 13. Strategic ABM ABM Lite Programmatic ABM Value of ABM 1. ICP 2. Qualification criteria 3. Business persona 4. Pain-gain-JTBD 5. Campaigns 6. Multichannel approach 7. Sales, CS, Marketing, Product / Development alignment 8. Measurable results 9. Iterations The three types of ABM One to one accounts One to few accounts One to man accounts The need to scale has led to emergence of three types of ABM I n v e s t m e n t & R O I p e r a c c o u n t High Low
  • 16. Account Sourcing Reports (CBInsights) LI Navigator Crunchbase Digests + Directories + Twitter + LI news Feed Booleans
  • 18. Account sourcing routine Tools youll use to add these accounts into CRM LeadIQ, ZoomInfo, Lusha -> to find valid emails + email validator Sales Navigator -> to find relevant prospects and research their backgrounds CRM - > to check if account exists already Workflow Allocate some period of time for account sourcing Check all newsletters and funding news Read Twitter/LinkedIn influencers to find new companies
  • 21. Metrics/Score Loom Email deliverability tools Leadfeeder / 6sense implementation Expandi Impact 7 4 7 9 Confidence 3 8 8 8 Ease of Implementation 1 9 10 10 TOTAL 21 288 560 720 Impact x Confidence x Ease = ICE SCORE
  • 23. LI as the main sales channel 30% of our results are coming from LinkedIn, but within LI ->
  • 24. LI Sales Navigator Create lead lists Follow current customers - look-alikes Boolean search Notification/Alerts Three sales insights: Alerts aimed at giving you more signals to understand how to engage with your Saved Leads and Accounts Saved lead has engaged with LinkedIn posts from your company (sponsored or organic) Someone at an account viewed your profile Account just raised money
  • 27. SSI
  • 29. Subjects Personalization matrix Tasks Audits Prospecting: messaging tricks
  • 30. 1 15 30 1st email follow-up 2 follow-up 1 email (new thread) follow-up 1 follow-up 2 email (new thread) follow-up 2 follow-up 1 break-up email Build your sequence
  • 37. TEAM -> 丐丕丐亂 SDA >> SDR >> AE + sales-ops & other sales teams PODs >> (SDR + AE) + sales-ops & other sales teams SDR >> AE + sales-ops & other sales teams
  • 38. 亠仂 仆舒 从亠 SalesMan 亠舒仍仆舒 仗舒从亳从舒 IT-仗仂亟舒亢 仗仂亞舒仄仄仂亶, 舒亟舒仗亳仂于舒仆仆仂亶 仗仂亟 于舒 亳亰仆舒舒仍仆亶 仂仗 亳 亠仍亳 仂弍亠仆亳! 7 仂仆仍舒亶仆-于仂从仂仗仂于; 1 仄亠 亰舒仆亳亶; 5 亟仂仄舒仆亳 亰舒亟舒仆亳亶; 6 仗亳从亠仂于 仂仗仂仄 仗仂亟舒亢 于 弌亠于亠仆仂亶 仄亠亳从亠 亳 舒仗舒亟仆仂亶 于仂仗亠, 亳亰 IT-从仂仄仗舒仆亳亶: Very Good Security, Grammarly, RetargetApp, Powercode, Ringostat. 仂亟舒从亳 仂 BizDeva 亳 IAMPM 亠仂 仆舒 从亠 BDSM 仂亰仄仂亢仆仂 仆舒 仗舒从亳从亠 仗仂仂亳 亠从亳于仆亶 sales-marketing 仗仂亠 亟仍 IT- 从仂仄仗舒仆亳亳! 16 亰舒仆亳亶; 亟仂仄舒仆亳亠 亰舒亟舒仆亳 仗仂 于舒亠仄 仗仂亠从; 仗仂亟仂弍仆舒 仂弍舒仆舒 于磶 仂 仗亳从亠仂于 亳亰 Very Good Security, DataArt, Nika Tech Family, RetargetApp,TemplateMonster. -35% 仂 IAMPM 仆舒 仂弍舒 从舒 于亠仄, 从仂 亰舒仗亳亠 亟仂 从仂仆舒 亟仆 仗仂 仗仂仄仂从仂亟 DrivingSales
  • 39. Please, check Expandi referral link LI Navigator recommendations Boolean Search. How to use LI Alerts Lead Gen strategies 2021 Post engagement, guide