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Give Your Sales Development Reps An Unfair Advantage With Predictive
Kerry Cunningham Sr. Research Director
SiriusDecisions @KerrySirius
Presented by:
Max Altschuler CEO & Co-Founder
Sales Hacker @MaxAlts
Tony Yang VP Demand Gen
Mintigo @tones810
House Keeping
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Terry Flaherty
Senior Research Director @Tdiddy
Kerry Cunningham
Senior Research Director @kerrycunningham
How Predictive Gives LDRS An Unfair Advantage
Kerry Cunningham
Senior Research Director @KerrySirius
How Predictive Gives LDRS A Much Needed Assist
5 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Outbound Prospecting in the State of Nature
The life of mankind in the state of nature… solitary, poor, nasty, brutish and short
Absent: • Law • Culture • Governance
You get: • Chaos • Feuds and
warfare
6 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Outbound Prospecting in the State of Nature
The life of outbound prospectors in the state of nature… solitary, poor, nasty, thankless, unproductive and filled with rejection
Absent: • Precise targeting • Strategic cadencing • Integrated outreach • LDR Enablement
You get: • Chaos • Lost productivity • Failure
7 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Most Lead Development Calls are Ineffectual
of live connects last less than 3 minutes 88% The average call with a decision-maker is
just over 4 minutes 4.2 of outbound calls result in no progress toward qualifying a lead 50%
8 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Average Attempts to Produce A Lead - Outbound
Call Attempts 0.00 10.00 20.00 30.00 40.00
Manager
Director
Vice President
C-level
In the data we examined, more effort was required to reach prospects higher in the organization.
9 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Design Principles – The Desired End State
Systematic | Measurable | Sustainable | Scalable
• Connected to processes that precede and follow it
• Planning • Process reviews
• Diagnostic • Actionable
• Repeatable processes
• Execution according to plan
• Balanced, consistent performance
• Designed so average performer can succeed
• Process replaces genius
SiriusPerspective:
10 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Management
The Eight-Factor Model of Lead Development The most effective lead development organizations optimize around the eight key
disciplines that comprise the function.
Job Design
Measurement
Development Selection
Culture
Targets Execution
SiriusPerspective:
11 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
The Evolution of Intelligent Outbound Prospecting Typical lead development is characterized by a lack of logic and science and an over-
reliance on intuition and wishful thinking.
Typical Lead Development Lead Dev With Predictive
Planning • Poor target selection • Left up to LDRs, sales • Not fitted to goals
• Predictive prospect selection • Leading indicators operationalized • Focus on accounts vs. contacts
Preparation • Roll your own messaging and contact strategies
• Multi-channel outreach • Prioritized lists, scientized cadences
Execution • Person-focused contact strategies • One-size-fits-all messaging
• Disciplined, fact-based cadences • Account-centric contact strategies • Individualized messaging
Optimization • Management by anecdote • Outreach governed by yield curves • Propensity models optimize performance
Planning Preparation
Execution Optimization
SiriusPerspective:
12 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
The Evolution of Intelligent Outbound Prospecting Typical lead development is characterized by a lack of logic and science and an over-
reliance on intuition and wishful thinking.
Typical Lead Development Lead Dev With Predictive
Planning • Poor target selection • Left up to LDRs, sales • Not fitted to goals
• Predictive prospect selection • Leading indicators operationalized • Focus on accounts vs. contacts
Preparation • Roll your own messaging and contact strategies
• Multi-channel outreach • Prioritized lists, scientized cadences
Execution • Person-focused contact strategies • One-size-fits-all messaging
• Disciplined, fact-based cadences • Account-centric contact strategies • Individualized messaging
Optimization • Management by anecdote • Outreach governed by yield curves • Propensity models optimize performance
SiriusPerspective:
13 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
The Evolution of Intelligent Outbound Prospecting Typical lead development is characterized by a lack of logic and science and an over-
reliance on intuition and wishful thinking.
Typical Lead Development Lead Dev With Predictive
Planning • Poor target selection • Left up to LDRs, sales • Not fitted to goals
• Predictive prospect selection • Leading indicators operationalized • Focus on accounts vs. contacts
Preparation • Roll your own messaging and contact strategies
• Multi-channel outreach • Prioritized lists, scientized cadences
Execution • Person-focused contact strategies • One-size-fits-all messaging
• Disciplined, fact-based cadences • Account-centric contact strategies • Individualized messaging
Optimization • Management by anecdote • Outreach governed by yield curves • Propensity models optimize performance
SiriusPerspective:
14 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Integrated Marketing Increases Response Integrated, multi-touch marketing tactics not only drive warm inquiries, but also
increase the likelihood that prospects will answer LDR calls.
• Mere exposure. A robust finding from the psychology of decisionmaking: Simply being exposed to a name or concept induces a sense of liking.
Integrated demand creation tactics: Use ad targeting, social and email marketing to generate interest and responses.
• If using predictive to source leads, you may also be able to target the sourced leads directly.
Display Advertising
Responses are not the only reason to provide air cover.
SiriusPerspective:
15 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Integrated Marketing Increases Response Integrated, multi-touch marketing tactics not only drive warm inquiries, but also
increase the likelihood that prospects will answer LDR calls.
• Mere exposure. A robust finding from the psychology of decisionmaking: Simply being exposed to a name or concept induces a sense of liking.
Integrated demand creation tactics: Use ad targeting, social and email marketing to generate interest and responses.
• If using predictive to source leads, you may also be able to target the sourced leads directly.
The Bieber Effect That song you hated but now hum to yourself…
Responses are not the only reason to provide air cover.
SiriusPerspective:
16 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Deeper Dive: The Role of Predictive Five distinct predictive applications can be used to select and source high-propensity
targets, and match them to marketing and sales tactics.
Optimization Execution Preparation Planning
Lead Qual
Prospecting
Account-Based
Predictive models • Outbound
• Needs, Fit • Intent
• Inbound • Fit, Interest
• Account Monitoring • Interest
Select: MAP and SFA accounts, contacts
1
Prioritize: Accounts, contacts
3 Engage: Accounts for calls Enable conversations
4
Alert: Monitor target accounts, alert account teams
5
Machine learning continuously improves prospect models
2Source: Net new accounts, contacts
Multi-touch, integrated tactics and programs
• Email • Display
• Social • Phone
SiriusPerspective:
17 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Deeper Dive: The Role of Predictive Five distinct predictive applications can be used to select and source high-propensity
targets, and match them to marketing and sales tactics.
Optimization Execution Preparation Planning
Lead Qual
Prospecting
Account-Based
Predictive models • Outbound
• Needs, Fit • Intent
• Inbound • Fit, Interest
• Account Monitoring • Interest
Select: MAP and SFA accounts, contacts
1
Prioritize: Accounts, contacts
3 Engage: Accounts for calls Enable conversations
4
Alert: Monitor target accounts, alert account teams
5
Machine learning continuously improves prospect models
2Source: Net new accounts, contacts
Multi-touch, integrated tactics and programs • Email • Display
• Social • Phone
18 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Predictive signals should also drive playbooks for lead development and sales.
Presentation to Sales
Buying Cycle Activity Factor
Where stage of the buying process?
19 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Predictive signals should also drive playbooks for lead development and sales.
Presentation to Sales
Buying Cycle Activity Factor
Fit - Target Persona Factor
Where stage of the buying process?
What are the needs of the buying
organization and individuals involved?
20 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Predictive signals should also drive playbooks for lead development and sales.
Presentation to Sales
Buying Cycle Activity Factor
Fit - Target Persona Factor
Interest Factor
Where stage of the buying process?
What are the needs of the buying
organization and individuals involved?
How much interest have they shown in
us?
21 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Predictive signals should also drive playbooks for lead development and sales.
Presentation to Sales
Buying Cycle Activity Factor
Fit - Target Persona Factor
Interest Factor
Business Drivers Factor
Where stage of the buying process?
What are the needs of the buying
organization and individuals involved?
How much interest have they shown in
us?
Is the problem we might solve for them both important and
urgent?
22 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
The Difference Between a “Warm” Lead and Predictive
Buying Cycle Activity Factor
Fit - Target Persona Factor
Interest Factor
Business Drivers Factor
Organization Perspective: The best prospects to call on have strong business drivers, fit, and are ready to take action.
23 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
The Difference Between a “Warm” Lead and Predictive
Buying Cycle Activity Factor
Fit - Target Persona Factor
Interest Factor
Business Drivers Factor
Organization Perspective: The best prospects to call on have strong business drivers, fit, and are ready to take action.
Long-term client relationship
24 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Factors to consider when thinking about a long-term relationship (LTR)
The Difference Between a “Warm” Lead and Predictive C
liché
d da
ting
anal
ogy
Life Circumstances
Attractiveness
Interest
Health & Finances
LTR
25 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
The Difference Between a “Warm” Lead and Predictive C
liché
d da
ting
anal
ogy
Life Circumstances
Attractiveness
Interest Health & Finances
LTR
Now
Who do I want to ask out now?
Hot! Into me!
26 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
The Difference Between a “Warm” Lead and Predictive
Best long-term Customers
Most comfortable to call now
Who do I want to call now?
Buying Cycle Activity Factor
Fit - Target Persona Factor
Interest Factor
Business Drivers Factor
27 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
When lead recipients are used to a steady flow of prospects who are sort of attractive but clearly ‘into me’, you must work extra hard to bias their thinking toward the other important factors.
The Difference Between a “Warm” Lead and Predictive
28 © 2017 SiriusDecisions. All Rights Reserved
@KerrySirius
Action Items • Employ predictive to: • Prioritize marketing generated leads • Source net new high propensity targets • Provide insights to SDRs that both INFORM
their follow-up and MOTIVATE their best efforts
Predictive? AI? Machine Learning?
What is Predictive, AI & Machine Learning?Predictive analytics…allow B2B organizations to estimate in advance what is likely to happen as a result of marketing or sales actions. Predictive providers provide external data, which creates a more complete view of who prospects are and whether they are in the market for solutions. Statistics and advanced algorithms then detect patterns that identify buyers that otherwise would be invisible, and statistical modeling processes embedded within feedback loops enable machine learning.
“The SiriusDecisions Predictive Application Evaluation Framework” Core Strategy Report
AI is an umbrella term, a branch of computer science whereas machine learning, deep learning etc. are some of the methods and systems of enabling AI.
Atul Kumar, Mintigo CPO article on MarTech Advisor
1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1 1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0
Ideal Customer Profile (aka “CustomerDNA™”)
Customers(“Positives” List)
Prospects
Predictive Models/ Machine Learning
Signals From The Web (i.e., tech, org/hiring, financials,
intent, etc.)
How Predictive Modeling Works
Ideal Customer Profile (aka “CustomerDNA™”)
1st Application: Predictive Scoring
• Revenue:(Above($1B(• Industry:(So6ware(&(Manufacturing(
• Marke@ng(Tools:(Marketo,(Marin(So6ware(
• Web:(WordPress,(Google(Analy@cs,(Alexa(Rank:(<(100K(
• PPC(Spend:(Above($5K(• CDN:(Akamai(• CRM:(MS(Dynamics(• Hires(Demand(Gen(roles(
• Intent:(marke@ng(technology,(demand(gen(
((((…(
Initech Corp.
Aviato Inc.
Cyberdyne Systems
Predictive Score 75 or Rank B
Predictive Score 54 or Rank C
Predictive Score 92 or Rank A
But There’s Value In The Data From Predictive Models!
5X#“Non-Intuitive” Insights
Predictive Intelligence Drives Relevant Offers
Predictive Data Can Drive Email Offers & Nurture Programs
Predictive Data Can Drive Targeted Display Ads
That’s great for Marketing, but what about for Sales & SDRs?
Predictive Helps You Prioritize(
Predictive Gives You Insights So You Can Have Better
Conversations(
Know What Prospects Are Interested In
Or Has Intent To Purchase(
Get Recommendations On Which Product To Sell & Bundle(
Identify Specific Sales Plays To
Utilize Based On Insights from
Predictive(
Panel Interview
Kerry Cunningham Sr. Research Director
SiriusDecisions @KerrySirius
Max Altschuler CEO & Co-Founder
Sales Hacker @MaxAlts
Tony Yang VP Demand Gen
Mintigo @tones810
Question: How can you leverage these insights from predictive in
conversations/outreach (without sounding like a stalker)?
Kerry Cunningham Sr. Research Director
SiriusDecisions @KerrySirius
Max Altschuler CEO & Co-Founder
Sales Hacker @MaxAlts
Tony Yang VP Demand Gen
Mintigo @tones810
Question: Any suggestions on how to start a conversation with a
prospect? Any ice-breakers?
Kerry Cunningham Sr. Research Director
SiriusDecisions @KerrySirius
Max Altschuler CEO & Co-Founder
Sales Hacker @MaxAlts
Tony Yang VP Demand Gen
Mintigo @tones810
Question: What are some creative ways that SDRs can successfully connect with prospects outside of making & sending a ton
of calls and emails?
Kerry Cunningham Sr. Research Director
SiriusDecisions @KerrySirius
Max Altschuler CEO & Co-Founder
Sales Hacker @MaxAlts
Tony Yang VP Demand Gen
Mintigo @tones810
Question: What are some types of questions should SDRs be asking
a prospect?
Kerry Cunningham Sr. Research Director
SiriusDecisions @KerrySirius
Max Altschuler CEO & Co-Founder
Sales Hacker @MaxAlts
Tony Yang VP Demand Gen
Mintigo @tones810
Question: What kind of content are the most useful
for SDRs to have on hand?
Kerry Cunningham Sr. Research Director
SiriusDecisions @KerrySirius
Max Altschuler CEO & Co-Founder
Sales Hacker @MaxAlts
Tony Yang VP Demand Gen
Mintigo @tones810
Question: Is the SDR function required in order for B2B organizations
to see sales success?
Kerry Cunningham Sr. Research Director
SiriusDecisions @KerrySirius
Max Altschuler CEO & Co-Founder
Sales Hacker @MaxAlts
Tony Yang VP Demand Gen
Mintigo @tones810
Question: Many view the SDR position as an entry level or early
career step to get into “sales” roles (i.e., “Account Execs”, “closer”, etc.). Do you agree or disagree?
Kerry Cunningham Sr. Research Director
SiriusDecisions @KerrySirius
Max Altschuler CEO & Co-Founder
Sales Hacker @MaxAlts
Tony Yang VP Demand Gen
Mintigo @tones810
“Give Your Sales Development Reps An Unfair Advantage With Predictive”
Kerry Cunningham Sr. Research Director
SiriusDecisions @KerrySirius
www.siriusdecisions.com
Thanks For Joining Us!
Max Altschuler CEO & Co-Founder
Sales Hacker @MaxAlts
www.saleshacker.com
Tony Yang VP Demand Gen
Mintigo @tones810
www.mintigo.com
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