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http://sixteenventures.com/saleshacker
What We’ll Cover Lead Generation vs.
Lead Capture1
2 Identify your Ideal
Customer
3 Enter the
Conversation
43 Secret Sales
Hacks
5 Q&
A
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
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
• 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
• 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
• 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
• 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
IDEAL CUSTOMER PROFILE
ReadyWillingAbleSuccess PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential
IDEAL CUSTOMER PROFILERemember, Ideal
Customer is SituationalReadyWillingAbleSuccess PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential
IDEAL CUSTOMER PROFILE
ReadyWillingAbleSuccess PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential
You can’t know what Marketing Channels, Pitch, Pricing, or Messaging to use until you are clear on your Ideal Customer Profile.
http://sixteenventures.com/saleshacker
Customer Success = “Helping your customers achieve their Desired Outcome through the use of your product.”
• 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
• 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
• Warm ‘em up
• Content Distribution
• Custom Audiences
• Non-Sales Outreach
• Keep ‘em warm
• Retargeting
• Nurturing
• Progressive Profiling
3. PRE- & RETARGETING
http://sixteenventures.com/saleshacker