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Sales Prospecting Manual

Sales Prospecting Manual: The Secret to B2B Sales

To download the Sales Prospecting Manual: The Secret to B2B Sales white paper .pdf, click here.

Overview

This manual is a step-by-step guide to sales prospecting. The manual was curated through real-life experience with the sales team at Lead Liaison. By following this manual your B2B sales team should expect to have a smooth-running, well-oiled B2B prospecting engine that you can use to fill the top of the funnel for $.78 per lead!

Get Prepared

Step 1: Identify your Target Market

Look at your past successes and determine which markets/industries you’re getting the most traction in. For example, is it the finance industry, health industry, high-tech, etc. Keep your focus on a specific marketing or vertical and base it off of past wins.

Step 2: Build your Team

Your team will consist of a Business Development Representative (also known as an Inside Sales Representative, or “BDR”) and a Sales Representative. Your BDR can be an internal resource or external resource, such as a contractor or part-time hire. With the B2B prospecting methodology covered in this manual, we’ve used an external resource. Here’s how we did it:

  1. Visit upwork.com. Upwork is a marketplace to hire contractors.
  2. Post a new job (it’s free).
  3. Here’s our post:
    • Title: Looking for an admin to help with data entry.
    • Description: Help with prospecting by following a guide to finding contacts using tools provided by our company. Enter the contacts into our sales automation system. Rinse and repeat.
  4. Hire your BDR for $3 per hour! Yep, we’re not joking. Here’s proof:

Hiring a BDR

5. Next, find your Sales Representatives. We suggest having Sales Representatives that work for your company. The Sales Reps will take leads from this process that engage (express interest or interact in some way) and follow up on them. They will also execute manual tasks that are combined with automated tasks as part of a sales plan that systematically, and intelligently, reaches out to your prospects.

Step 3: Build a Semi-Automated, Systematic Sales Plan

This step is a must if you want to build a prospecting machine. These systems are sometimes referred to as Sales Engagement, Sales Enablement, or Sales Automation. Regardless of the name, they all serve a similar purpose. That is, to make a salesperson’s job easier by making them more efficient with their day-to-day sales efforts. Enterprise systems will include a few key components:

  1. Sales plan
  2. Task manager
  3. Integration with CRMs and marketing automation platforms

The Sales plan is a combination of various actions such as emails (automatic and manual), offline communication (handwritten letters, postcards, etc.), tasks, and digital communication (text messaging) that can be added into your plan. With the right system, there are two ways to manage your plan:

  1. Create one plan that all of your Sales Reps can share.
  2. Create individual plans for each of your Sales Reps.

In the process below, we’re using method #1. Your VP of Sales or someone leading your sales team could create the plan and your entire sales team can benefit from it. This results in consistent communication for your brand and overall messaging. Our system of choice in this example is a Sales Enablement system from Lead Liaison. Other providers call their Sales Plan “Sequences” or “Cadences”, while Lead Liaison calls them “Rhythms”.

Here’s how to create your Sales Plan using Rhythms: http://youtu.be/6bKzl9LZcX8?hd=1

Start Prospecting

Step 4: Find the Right Person

In this part of the manual, these are the instructions you can provide to your BDR (the $3 resource).

  • Do not select more than two (2) people at the same company. It’s suggested you use only a single contact to avoid any issues with domain reputation.
  • Use these methods, in this order, to find the right person to target:
  • Look for these people (you fill in the X, Y, and … in the section below to give your BDR specific instructions). Remember, you should create a Saved Search in LinkedIn Navigator to simplify this process for your BDR.
    • First, anyone with “X” in their title.
    • Next, anyone with “Y” in their title.
    • Finally, if there’s no match on the above look for these titles:
    • Ideally, you’re looking for these key job titles:

Step 5: Find their Email Address

Have your ISR install these tools as their ISR Prospecting Stack. Using these three tools will guarantee your ISR can find a valid email address f86% of the time. See a more detailed analysis on this fact in this blog post.

  • Install the top three (3) ranked tools below. Each tool has a video demonstrating how to install it and how to use it.
  • Since there is an average of 21 business days in a month, use two separate email addresses (personal email such as @gmail.com addresses are fine) and install Clearbit Connect with those email accounts. You can use the free version of Clearbit Connect to generate 10 new email addresses per day for each business day in the month. If you need more, open more Clearbit Connect accounts.
  • Use your company’s Norbert account.
  • Use your company’s Hunter account.
RankToolInstallationUsageFree CreditsMinimum Paid Plan (Annually)Price per Email (Based on Annual Paid Plan)Notes
1Clearbit ConnectHow to use Clearbit Connect100 emails per month$6,000$.50 (12K emails)Paid Plan can be divided into 5 seats. Only pay for verified matches.
2NorbertNorbert installationHow to use Norbert50 emails$468$.039 (12K emails)Credits rollover. Charges on successful verification.
3HunterHunter.io installationHow to use Hunter.io100 per month$408$.034 (12K emails)Share across users for paid plan. Also crawls web. Use web for single credit instead of browser plugin.

Step 6: Enter Data Into your Sales Automation System

In this step, your ISR will enter data into a Sales Automation system, in this case Lead Liaison’s Rhythms. After the BDR finds the contact, create the Prospect in Lead Liaison and add them into a Rhythm.

Start Selling

Step 7: Use a Task Manager

Now that your BDR engine is running full steam, and people are added to your Sales Plan, that’s where the hand-off from the BDR to the Sales Rep occurs. The Sales Rep simply has to execute all of the tasks created by your Sales Plan. Since we’re using Lead Liaison’s Rhythms for our Sales Plan, it also comes with a nice, built-in task manager. Every manual email or task used in your Rhythm will get populated in your task manager. Here’s how to manage your tasks with the task manager: http://youtu.be/0heTYixWjZ4?hd=1.

As you work through your tasks, make sure to do your research. If you’re selling to major accounts, in what’s referred to as Account-Based Sales or Account-Based Marketing, research is really important at this stage. In the section below, we cover our favorite tools for research and provide some videos on how to use each tool.

Task Manager

Step 8: Research

Identify Technographics (Datanyze)

If it’s important for you to know what technology (lead gen, marketing automation, content management system, email marketing program, etc.) your prospect is using use a system like Datanyze (now owned by ZoomInfo) or BuiltWith to search technographics.

  1. Install Datanyze Insider for free: https://www.datanyze.com/insider
  2. Here’s a video on how to use it to find Technographics: http://youtu.be/0fF23vXfVoo?hd=1

Check out Funding Events (Crunchbase)

Funding events, competitors, financials, and more can be found with Crunchbase.

  1. Access Crunchbase.
  2. Review key company information: http://youtu.be/EfeGIK6pBhw?hd=1

Read the News (Owler)

Owler does the best job in the marketplace for finding competitors. If this information is useful to you, access Owler.

  1. Head to owler.com and sign up for free.
  2. Search the company for News, Competitors, and Press Releases. Here’s an example: http://youtu.be/fJsno3l_zLg?hd=1

Summarizing the Prospecting Stack

Here’s a summary of what your company would need to invest in subscription services for the total prospecting stack. We broke up the stack into a BDR Stack and Sales Rep stack. We computed a Cost-Per-Lead, or CPL, for this prospecting effort based on 10,441 leads per year. Not bad for $.78 per lead!!!

BDR Prospecting Technology Stack

TOOLANNUAL COST
Clearbit ConnectFree
Voila Norbert$468
Hunter$408
LinkedIn Sales Navigator Professional$779.88
Lead Liaison Sales Enablement User License$900
TOTAL INVESTMENT$2,555.58

Sales Representative Sales Technology Stack

TOOLANNUAL COST
Datanyze InsiderFree
Owler Free
Crunchbase $348
TOTAL INVESTMENT$348

Total Investment and CPL

TOOLANNUAL COST
Clearbit ConnectFree
Voila Norbert$468
Hunter$408
Datanyze InsiderFree
Owler Free
Crunchbase $348
LinkedIn Sales Navigator Professional$779.88
Lead Liaison Sales Enablement User License$900
Research Labor ($3 per hour).

Based on 40 leads per day. 10 minutes per lead.

261 working days in a year.

$5,220
TOTAL TOOLS$2,903.88
TOTAL LABOR$5,220
TOTAL INVESTMENT$8,123.88
COST PER QUALIFIED LEAD (CPQL). 10,440 per year.$.78
How to Find Email Addresses

How to Find Email Addresses

Research Study on How to Find Email Addresses

If you’re in B2B sales then it’s important to know how to find email addresses. Lead Liaison did a study on 100 people to see if we could find their email address. We already had their correct email addresses (in other words, we knew the answer); but, wanted to tackle the project as if we were a sales person trying to find an email address.

We set out to figure out the best ways to do this. We scoured the web for the best tools, looked at using methods like Twitter, general web searches, guessing email patterns, etc. There’s really no easy and reliable way to find someone’s email by doing it on your own. Fortunately, there are some great software tools out there that took away all the hard work. Our study identified seven main software tools that can be used for free or for little to no charge ($.07 per lead). For our study, we took 100 people along with their domain names and manually entered them into each of the seven tools. It was a lot of work, but some really good results and learnings came from it.

The email addresses were sourced from prospects, address book contacts, and customers. Some of the tools allow bulk uploading, but we did it all by hand, one by one to save you the time! We ranked each of the seven tools based on price, quality, and user experience. The top three tools to find email addresses were Clearbit Connect, Norbert, and Hunter – in that order. In the analysis below, you’ll find a table that ranks each of the seven solutions. We created videos demonstrating how to install each tool and videos demonstrating how to find email addresses using each tool.

In the analysis of 100 email addresses, the top three tools were were Clearbit Connect, Norbert, and Hunter. The graph below shows a summary of the analysis. Here’s how to read it:

  1. Blue (Success Match Rate): Percentage of attempts the provider was able to successfully find the correct email address for the person we were looking for.
  2. Red (Wrong-Email Match Rate): Percentage of attempts the provider returned an incorrect email address for the person we were looking for.
  3. Yellow (Not Available Rate): Percentage of attempts the provider returned an incorrect email address for the person we were looking for.

See the section on the Top 3 Ways to Find Email Addresses below for a deeper analysis on the top 3 tools.

Email Finder Results

Find Email Addresses 86% of the Time

When we began this analysis we were skeptical that there were accurate ways to find email addresses. However, after this study we found that were were able to successfully find someone’s email address 86% of the time! You can do the same! That’s really an incredible result, and very accurate. The method we describe below is a full-proof plan for any sales and marketing organization who wants to develop a consistent prospecting process.

To find email addresses 86% of the time, install the top three ranked tools below. In the “Ranking Ways to Find Email Addresses” section below, each tool we analyzed comes with a video demonstrating how to install it and how to use it.

Since Clearbit Connect had the lowest amount of incorrect email addresses returned and didn’t use a credit unless it found an email, start your searching by using Clearbit Connect first. If you can’t find the email address in Clearbit Connect, then use Norbert next. Norbert had the highest accuracy (same as Hunter) but also the 2nd lowest error-rate. If you can’t find your email in Norbert, then use Hunter. After trying each of these solutions we’re confident that across all three one of them will show you the correct email address.

The methods above are a sure way to find an email address 86% of the time. We’re sharing the details of our study with you. Download the complete analysis below:

Find an email address for someone 86% of the time! Download our analysis of 100 people and domains to see the complete results for Clearbit Connect, Norbert, and Hunter.

Ranking Ways to Find Email Addresses

Below is our analysis and rank of seven tools to find an email address. Each column is explained below:

  1. Rank: Overall rank based on quality, price, and user experience.
  2. Tool: Name of the tool to find someone’s email.
  3. Installation: Video showing how to install the tool.
  4. Usage: Video showing how to use the tool to find an email address.
  5. Free Credits: Number of free credits the tool provides (noted one-time or per month).
  6. Minimum Paid Plan: Cost per year if you subscribed to the tool.
  7. Price per Email: Takes the total number of email addresses the tool provides in a 12 month period and divides that by the total paid plan amount in 12 months.
  8. Notes: Any tips or special notes for the tool.
RankToolInstallationUsageFree CreditsMinimum Paid Plan (Annually)Annual PriceNotes
1Clearbit ConnectHow to use Clearbit Connect100 emails per month$6,000$.50 (12K emails)Paid Plan can be divided into 5 seats. Only pay for verified matches.
2NorbertNorbert installationHow to use Norbert50 emails$468$.039 (12K emails)Credits rollover. Charges on successful verification.
3HunterHunter.io installationHow to use Hunter.io100 per month$408$.034 (12K emails)Share across users for paid plan. Also crawls web. Use web for single credit instead of browser plugin.
4SellhackSellhack installationHow to use Sellhack10 emails per month$36$.03 (1K emails)No credit rollover
5ToofrToofr / EmailFinder installationHow to use Toofr / EmailFinder15 emails$228$.038 (6K emails)Cancel anytime. $.0196 at $588 annual
6Find That EmailFind That Email installationHow to use Find That Email50 per month$348$.058 (6K emails)Cancel anytime
7Anymail FinderAnymail Finder installationHow to use Anymail Finder20 emails$588$.588 (1K emails)Credit system

Top 3 Ways to Find Email Addresses

In our analysis there were three clear winners, Clearbit Connect, Norbert, and Hunter. We discuss the reasons for the ranking and our experience below in more detail.

1st Place: Clearbit Connect

  • Price: A+ (Free), C (Paid)
  • Quality: A+
  • User Experience: B+

Out of 100 names and domains in our test, Clearbit Connect had the least amount of incorrect email addresses returned (4%). In general, it’s fair to say that Clearbit Connect was either accurate or could not find an email. We loved Clearbit Connect for a few reasons:

  • Clearbit Connect also doesn’t charge a credit unless it successfully finds an email address for you.
  • They had the least amount of incorrect emails.
  • It’s free with 100 credits (100 correct emails) per month. You can install it on any email account.

Use their Chrome Browser plugin for your research. It starts by clicking their icon, then entering in the domain name for the person you’re searching for. To find the domain name, head to the website where the person works. The domain name will be the value before the “.com”. For example, in “https://www.google.com” the domain name is “google.com”. If Clearbit Connect returns a company match, select it, if not hit enter.

Reasons we didn’t like Clearbit Connect:

  • Price: For a solid prospecting stack, you can stick with the free version of Clearbit Connect. However, if you’re looking to pay for it then heads up – it was the 3rd most expensive price per contact out of the seven tools we analyzed.
  • User Experience: The Chrome Browser plugin loaded inside our email inbox. As a heads up, it also starts to collect all of your email addresses from your account. This is a bit invasive, but could be a good trade depending on your goals.

Finding a Company Using Clearbit

In the next screen, enter the person’s name.

Finding a Person in Clearbit

2nd Place: Norbert

  • Price: C+ (Free), A (Paid)
  • Quality: A
  • User Experience: B-

Norbert was very accurate, and did not make a lot of mistakes. We found the Chrome Browser plugin was a nice (1st screenshot), but a little clunky at times. It seemed to have a few bugs in the User Interface. As a result, we switched over to their web application (2nd screenshot) which seemed a bit easier to use. The only tradeoff with Norber is that it took more time to find an email address. When compared with Clearbit Connect and Hunter, which were pretty much instant, it took up to several minutes at times to return a result. We didn’t mind this that much though, as we were playing the role of a B2B sales person. Queuing up searches in another top didn’t disrupt our workflow.

The other thing we didn’t like with Norbert is that it charged a credit for each request we made. Since Norbert either returned an incorrect result or no result at all 31% of the time, that means that 31% of the time you’ll get charged a credit and get no value in return. If you’re using the free version, it only gives you 50 email credits for one-time usage. Unlike Clearbit Connect and Hunter, the credits don’t reset every month. Once you’ve used your credits – you’re done, and you need to go for the paid plan. Fortunately, the paid plan is very affordable.

All things considered, the experience, the accuracy, low error rate, and cost per credit put Norbert in second place. Going for a paid plan here is worth considering as part of your prospecting stack.

Using the Norbert Chrome Plugin

Using the Norbert Web App

3rd Place: Hunter

  • Price: A+ (Free), A+ (Paid)
  • Quality: B+
  • User Experience: B+

Hunter was also a nice tool for finding an email address. We didn’t like using the Chrome Browser plugin as we found ourselves using double credits most of the time. It would search for the company details when we put in the domain, charging a credit, then when we put in the person’s name it charged a second credit. Instead, we switched over to the web version. In the screenshots below we show how you put in the domain name and name of the person you’re looking for. Here’s why we liked Hunter:

  1. It returned results almost instantly. Unlike Norbert, there was no waiting.
  2. Cost was very competitive. They were the 2nd least expensive solution out of all seven providers we analyzed.
  3. It returned the most number of accurate emails (tied at 69% with Norbert).
  4. It also scrapes the web, and shows exactly where the email address was found. That gave us added confidence in the results.
  5. It also showed a verification symbol, see the green icon below. This also gave us a confidence boost.

Based on quality, user experience, and price, Hunter was a close 2nd. The only reason why it came in third is because of the higher number of inaccurate emails that it returned.  It was 6% more inaccurate than Norbert, and 12% more inaccurate than Clearbit. You can’t beat the price per email though!

Using Hunter

My $876 B2B Email Finder Stack

Since our study was based on a B2B sales person researching email addresses, we wanted to make sure we have the right tools in our prospecting stack for finding an email address. We also have a budget to use as part of our sales enablement plan. Each of the top three tools offer free credits. However, if that’s not sustainable and you need a good set of tools to use for B2B marketing do the following:

  1. Use the free version of Clearbit Connect to generate 100 new email addresses in a month. The paid version will set you back $6K in a year. That’s a bit rich for our blood, so the free version did the trick.
  2. Buy a Norbert account. It’s gives you 50 free credits. However, a subscription is very affordable and worth the investment. At the time of this analysis, and annual subscription was $468.
  3. Buy a Hunter account. You could use the free version and get 100 emails per month; however, similar to Norbert, it’s very affordable and worth the investment. At the time of this analysis, and annual subscription was $408.

For $876 a year, I’d feel comfortable going to my boss and asking him/her for the money. Assuming you used each of the three tools above for your stack, you’ll be able to find about 12,000 email addresses in a year. That’s 1,000 correct emails in a month. That’s more than enough for a single person. Depending on your individual capacity and your approach to B2B sales; this solution could cover one to 20 B2B sales reps. The bottom line is that your cost per lead (CPL) is $.073. That’s less than a dime for a prospect! Compare that CPL to the CPL of other sources, such as paid search, trade shows, etc. Sure – you can argue that other channels are more qualified prospects, but you can’t beat the cost as long as you work your leads.

Pro tip: Use Lead Liaison’s Rhythms to feed your new prospects into a step by step sales plan so you can stay ultra-organized and be efficient with your prospecting.

In conclusion, whether you’re looking for a free stack or a B2B sales stack to find email addresses, you can’t go wrong with the aforementioned tools. We hope this study is helpful and gives you the answer to how to find email addresses.

Lead Liaison Press Release

Sales and Marketing Automation Solutions Provider Lead Liaison Celebrates Major Milestone

Dallas, TX – Lead Liaison officially opened for business in November 2013 with a clear vision: to help companies drive revenue by scaling sales and marketing. They made a splash with the introduction of a website visitor tracking solution. A few short months later, a fully integrated marketing automation solution was launched. Over the years, Lead Liaison has grown exponentially with last month marking five years in the industry.

Founder, Ryan Schefke, shares why he acted on his vision to create sales and marketing solutions that drive revenue. “I spent 15 years working for organizations, from large to small, that constantly had sales and marketing teams operating in silos. Most of my time was spent in the sales organization. I always wanted more leads, better quality leads, and software that could help me and my team do our jobs better.”

“I couldn’t handle the constant differences between sales and marketing teams and had to take action,” Schefke continues. “We first created a website visitor tracking solution because it’s an essential component that all businesses should have to support their sales and marketing. It’s the only way to close the loop on inbound and outbound activities as it ties it all together. We’ve evolved to be much more than that. When I reflect back over these five years on our progress, I’m blown away by the breadth of our portfolio and the number of businesses that have sought out our help to take them to the next level. We’re helping marketing teams, sales teams, and more importantly, we are helping both of them work better together – that’s the ultimate goal.”

From the beginning, Lead Liaison has focused on building a suite of solutions for marketing and sales teams. Last year they launched an event lead management solution, GoExhibit!™, which integrates seamlessly with almost any CRM or marketing automation platform – including their own marketing automation platform called Lead Management Automation (LMA)™ and their own CRM, aptly named OneFocus™. They’ve taken the market by storm, quickly becoming a leader in event lead management.

“Our focus on events started in October 2017 with our lead capture app, GoCapture!™. We’ve gone on to develop an end-to-end Event Lead Management (ELM) solution called GoExhibit!™, which is powered by our original app,” says Sam Darrell, VP Product Management at Lead Liaison. “We already provide incredible value to sales and marketing teams. Our enterprise customers were asking us for a solution that could replace antiquated badge scanners and poor quality OCR apps, while also integrating instantly with all other marketing and sales efforts.”

Also in recent months, Lead Liaison enabled advanced security features to support evolving online privacy regulations, such as the General Data Protection Regulation (GDPR). Their Sales Enablement solution debuted in December 2017.

Lead Liaison has not wavered in their core values of simplicity, personalized and intimate support, and flexibility. Clients continue to benefit from this clear focus, and that is represented in top ratings on esteemed software review sites such as Capterra and G2 Crowd. The company is forecasting 2018 revenue growth to be double that of 2017, another indicator of stability and growth for a company that plans to be a force in the sales and marketing automation industry for years to come.

To learn more about Lead Liaison’s innovative solutions, visit leadliaison.com.   

About Lead Liaison
Lead Liaison provides cloud-based sales and marketing automation solutions that helps businesses accelerate revenue by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of marketing automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales providing sophisticated visitor tracking and additional website engagement tools to boost sales effectiveness. Lead Liaison blends ease-of-use, a flexible business model, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality, all specifically tailored for mid-sized businesses, into a single platform, called Revenue Generation Software®. Lead Liaison is headquartered in Dallas, Texas. For more information, visit http://www.leadliaison.com or call 1-800-89-LEADS (895-3237).

Lead Liaison Press Release

Broadleaf Commerce Chooses Lead Liaison to Execute Sales & Marketing Strategy

Dallas, TX – Broadleaf Commerce provides robust commerce solutions to support enterprise retail brands. They’ve recently been named in Inc. 5000’s List of Fastest-Growing Companies in America for the second year in a row. Their brand is rising to the top, and that’s no accident. The company practices effective and efficient strategies, both internally and externally, in order to compete.

Broadleaf has experience with marketing automation solutions outside of Lead Liaison. Prior to using Lead Liaison’s solutions, they used a competitor for email campaigns, website tracking, and social media. They started looking for an alternative solution that would enable them to do their wholistic prospecting and marketing automation within a single platform. They needed a solution that better aligned their sales and marketing team, with automation tools and the ability to personalize content.

After much research and consideration, Broadleaf Commerce chose Lead Liaison to replace their current marketing automation solution. In the video testimonial released this week, Broadleaf Commerce’s Chief Operating Officer, Brad Buhl, and his team speak to the reasoning behind that decision.

“Lead Liaison helps us have a single platform to look at visitor views into the website and their interaction with us, on a more passive basis,” says Buhl. “We’ve also gone through Sales Enablement with them, so now all of our emails are synced up with Lead Liaison from our sales team. We are able to get a full picture of when a customer comes in the door, what they click on, what they are interested in, and how we personally communicate with them.”

Lead Liaison’s Sales Enablement is one of two cutting-edge solutions the software provider brought to the table over the last year – the other being their innovative event lead management solution. Sales Enablement provides a suite of sales solutions designed to make salespeople’s lives easier.  It provides two-way email sync so reps never have to use Bcc addresses to get content into their CRM, a sales automation functionality called Rhythms to help reps book more meetings, and even more customization options.

From a sales velocity perspective, Lead Liaison’s solutions allow Broadleaf to see when their team starts working with a customer, how long it takes to close and what the steps are to get them closer to close. What’s more, they can zoom out even further and look at the leading indicators for how a lead originated, to getting to the point where the customer reaches out.

“When it comes to content creation and building emails,” says Cassandra Gaston, Marketing Specialist at Broadleaf Commerce, “I’m able to both use the editorial mode but also edit in HTML, which means that I can get as granular as I want to. When it comes to picking the right messaging for a campaign, you need to be able to get that granular.”

Broadleaf Commerce’s account executives also use Lead Liaison’s CRM and Sales Enablement functionality for organization and outreach purposes. Their marketing team uses Lead Liaison’s marketing automation and website visitor tracking solutions to create and distribute relevant and educational content, thus creating meaningful exchanges that build brand awareness. Their leadership team utilizes the reporting and analytics that come standard in Lead Liaison’s software.

“We have five people on our business development team,” say Nick Staargaard, Account Executive at Broadleaf Commerce. “We are competing against organizations that have thousands. By being able to use Lead Liaison in an effective manner, it allows us to compete with those bigger companies and really brings us to the forefront of that competition where we are being recognized by bigger companies now.”

The collaboration between departments gives Broadleaf a lot of insight into their prospects and the kind of information they should be leading with when they make contact.

“In order to do a lot, you have to spend a lot,” says Buhl. “But with Lead Liaison, you can do a lot without having to spend a lot. That’s not only in the price of the software, but it’s in the time that you have to consume in order to get there.”

This video testimonial, plus many more, are available here.

About Lead Liaison
Lead Liaison provides cloud-based sales and marketing automation solutions that helps businesses accelerate revenue by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of marketing automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales providing sophisticated visitor tracking and additional website engagement tools to boost sales effectiveness. Lead Liaison blends ease-of-use, a flexible business model, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality, all specifically tailored for mid-sized businesses, into a single platform, called Revenue Generation Software®. Lead Liaison is headquartered in Dallas, Texas. For more information, visit http://www.leadliaison.com or call 1-800-89-LEADS (895-3237).

calendar sales

How to Book More Sales Meetings

Are you wondering how to book more sales meetings? If you’re reading this, then you’re likely a VP of Sales and having problems with the reps on your team or you’re an individual contributor and looking for the upperhand. In this article, we’ll expose some eye opening statistics and give you one of the key ways you can solve this very problem to start booking more sales meetings.

A few months back I traveled from Texas to Georgia. I was traveling to accompany one of our sales representatives in a meeting with a potential client. When I sat down with the prospect, I asked him what he was hoping to accomplish that day. He answered my question by saying he wanted to see anything and everything in our software. In my mind, I thought this meeting would drag on and on unless I took better control of it. Most sales reps would feel a jolt of electricity in their chair if they heard their prospect say this very same thing. They’d be ready to whip out their box of candy and start handing it out like it was Halloween. Instead of throwing him tootsie rolls and lifesavers (or a full candy bar like those wealthy neighborhoods like to do), I turned the question back around to him. I asked, what is it you’re trying to accomplish in your role. He said, “I want to have more conversations.” Now, that’s helpful. Instead of going off on another dog and pony show that could cover things that didn’t mean much to him, we narrowed down the focus.

This sales rep was no different than the 2.7 million other inside sales representatives in the U.S.  Their main goal is largely to generate interest and set up meetings. Unfortunately, most reps are inefficient at doing so and struggle with their approach. According to SalesWolf, Sales Development Reps (SDR) waste up to 40% of their time looking for someone to call. With the average SDR making 37.2 calls per day, that’s a lot of wasted time. There’s no secret sauce to booking more meetings; however, there’s one thing we wholeheartedly believe in. It’s quality over quantity and structure/process is not an option; it’s a necessity.

I recall a CEO of a company I used to work for saying to our inside sales team, “it’s a numbers game…just do more and it will happen.” While that could be true, sales leadership really never considers the burn out rate of an SDR after running them through the ringer. Bridge Group research sites there’s a minimum of 20% annual turnover in Sales, and up to 34% if you include voluntary and involuntary. To make matters worse, Deloitte found that Millennials are even more likely to leave their job sooner, as 25% said they’ll leave their current job within a year and 44% will leave within two years.

Now, consider the time it takes to ramp up a sales rep. ClearSlide and CSO Insights report that 71% of companies take 6 months or longer to onboard new sales reps; and at all companies it takes 9 months or more. If you do the simple math here, and consider best case scenarios, there’s a window of a year or two when a rep is fully up to speed and still working for your company. Why is turnover so high? Forbes states that sales reps don’t have coaches and mentors, and lack the latest sales tools.

Stop reading this if your company is not willing to spend money on the right sales tools. And stop reading this if you’re not ready to capitalize on the window of opportunity when your rep is ready to go, and still working for you! Why? Because you’re really not ready to have your sales rep book more sales meetings and you’re not open to adopting technology to assist. Some sales rep can be true superstars, but they can only do so much. Insidesales.com finds the average company spends $2,103 per SDR per year ($175 per month) on sales technology (not including CRM). Insidesales.com found the top five adopted sales technologies are, along with their adoption rate:

  1. Social prospecting, 82.5%
  2. List services, 58.5%
  3. Email engagement, 55.3%
  4. Phone, 43.4%
  5. Sales cadences, 37%

Adopting these five core technologies into your sales team’s strategies will without a doubt help them book more meetings. It will also help them spend less time looking for things to do. All five of these approaches can be applied using a single software solution, that takes less than half of the sales technology budget ($175 per month in 2018 according to Insidesales.com). The solution also dramatically cuts down ramp up time so companies can maximize the window in which sales reps are ramped up and employed.

By using systems like Rhythms from Lead Liaison, Cadences from SalesLoft, or Sequences from Outreach.io, sales reps can build a blueprint of their sales plan. The blueprint can contain social touch points, drive email engagement, and schedule phone tasks all while ingesting a list of contacts that you source.

Reps use these systems by mixing offline and online communication over time to form their outreach process. The systems have both manual and automated tasks, working together to move the “suspect” through the prospecting cycle and into the top of the lifecycle funnel. The system keeps track of engagement and creates tasks that reps can work on in a systematic way each day – helping to keep them focused on the job at hand.

To learn more about Lead Liaison’s solution, called Rhythms, that help sales representatives book more sales meetings contact Lead Liaison today.

Sales Enablement

The Importance of Integration in Sales Enablement

Sales enablement – a strategic, collaborative discipline, designed to add value to customer interactions and improve predictable sales results – is a business function that has grown rapidly over the past few years. In fact, when CSO Insights began its annual Sales Enablement Optimization Study in 2013, just 19.3 percent of organisations had a dedicated enablement function or programme, and that figure reached 59.2 percent in 2017.

In the end, sales enablement is about ensuring that salespeople, marketing staff, customer service reps and business leaders all understand how they can help meet customer expectations and maximize the amount of revenue the organization generates. In this article, we look more closely at the role that integration plays in enablement and explain some of the steps organizations can take to align sales, marketing, and customer service.

Setting Shared Objectives

For an enablement strategy to work, it is important to understand that, while different departments will have different individual aims and objectives, the primary objective of the sales organization is to maximize sales effectiveness, help customers and improve sales results. Ultimately, for sales enablement to be successful, the individual departments need to share those objectives and understand the role that they play in helping to achieve them.

This means that sales reps need to be equipped with the skills and knowledge to maximize success, the customer service staff needs to adopt best practices to deal with problems quickly and keep customers happy, and the marketing department needs to generate interest in the organization and highlight the company’s merits. Enablement leaders must then ensure all of those things happen, but that departments never lose sight of the core objectives.

“One of the major reasons sales enablement is so challenging is due to interdepartmental misalignment and a lack of ownership for enablement initiatives,” says Alyssa Drury, writing for Seismic. “Marketing plays an integral role… but it is often thought of as a sales responsibility, causing tension between the two departments. This alignment is [also] impossible if marketers aren’t thinking about how they support the sales force.”

Connecting Sales Coaching

While it is far from the whole story, a significant part of sales enablement is sufficiently training and coaching sales staff, so that they can carry out their role to the best of their ability. However, this requires integration, because sales reps need to be taught how to make use of content created by the marketing department and how to make use of CRM software, which links with the customer service department.

For sales leaders to achieve this, it is best to formally align their sales coaching and sales training processes to their sales enablement framework, so that all aspects are covered.

Yet, according to the CSO Insights 2017 Sales Enablement Optimization Study, only 11.3 percent of organizations have a dynamic coaching process in place, where their sales coaching efforts are connected to their enablement framework. Nevertheless, when this does occur, average win rates stand at 66.1 percent, compared to the average win rate of 51.8 percent, representing a 27.6 percent improvement.

What this demonstrates quite neatly is that an integrated sales enablement strategy pays off in terms of enhancing sales effectiveness and improving business results. However, it requires leaders within the organization to take the time to connect coaching frameworks to enablement frameworks. Additionally, it is imperative that organisations take the time to equip sales managers with the skills to carry out that coaching.

In addition to coaching, the use of solutions to automate processes for sales staff, like Lead Liaison’s Sales Enablement solution for prospecting, free’s up Reps time to be focussed on the activities that they can really add value to.

Establishing Buyer Personas

Finally, one of the best ways to make sure different departments are integrated with one another and on the same page when it comes to sales enablement is to establish buying personas. Essentially, these are generalised representations of your sales organisation’s customers, and these can be used to teach staff about why customers choose to buy your products, services or solutions and what affects their decision throughout the customer journey.

These buyer personas should be based on real research and the actual customers you attract and want to attract. Once credible buyer personas have been drawn up, these should be shared with all departments, so they can all gain a deeper insight into the different stages of the customer journey and better understand the role that their particular department plays in bringing a customer closer to making the decision to purchase.

“Essentially, a company must establish a buyer persona and then share that persona with all key players in marketing and sales,” explains David Reimherr, a content marketing expert and the founder of Magnificent Marketing, in an article written for Social Media Explorer. “That allows people to understand the stages of where their customers go for answers, what influences them to buy, and so on.”

Moreover, the marketing department and customer service department need to consider how they can help reps to improve their sales effectiveness. This may mean creating higher quality content, which is more likely to appeal to customers, or sharing customer information through CRM software, which could be used to make sales more likely.

Author Bio:

Monika Götzmann is the EMEA Marketing Director of Miller Heiman Group, a global sales consulting firm, helping organizations to create effective sales enablement strategies. Culturally savvy, she has years of international experience in B2B marketing on behalf of dynamic, world-class enterprises. She likes to share her insights achieving sales effectiveness.

To learn more about Lead Liaison’s solution for Sales Enablement as a strategy, click here.

Lead Liaison Press Release

MarTech Up-and-Comer Lead Liaison Now Offers Standalone Solution for Sales Enablement

Dallas, TX – Sales and marketing solutions provider, Lead Liaison, announces they now offer their most recent add-on solution for sales enablement as a standalone license.

Lead Liaison’s sales enablement solution was launched in December 2017 as an add-on to their marketing automation suite. While its popularity has grown exponentially over the last 6 months, the solution was never offered independently until now.

“We saw the need to offer a software solution dedicated to salespeople,” says Chris Kipgen, Technical Communications Manager. “It’s our mission to be able to offer value across all aspects of sales and marketing. Sales Enablement is a core strategy that complements our existing offerings but also benefits companies as a standalone solution.”

Companies continue to seek to improve their sales teams’ productivity. In 2017, there was an increase of 81% in organizations that reported sales enablement functions, programs, and titles over 2016 (registration required). And it’s not just about sales teams – sales managers seek empowerment as well. Lead Liaison’s sales enablement solution offers the tools needed to build repeatable processes and gauge performance of team members, thus enabling sales managers as well as their teams.

Lead Liaison knew they had a winner on their hands after surveying the competitive landscape. Companies offering similar standalone solutions lack the additional pieces required for a complete solution. They don’t offer an ideal integration with a CRM or marketing automation system. All the cornerstone pieces of a sales and marketing stack are still very disparate solutions. Now, Lead Liaison is able to offer companies a standalone solution for sales teams with the option to upgrade their marketing stack with one partner.

Lead Liaison’s Sales Enablement solution is powered by Rhythms™, which can be succinctly described as sales automation. Reps can build out prospecting plans that help book more meetings and create more conversations.

Additional features of Lead Liaison’s Sales Enablement solution include task management, email automation and two-way email sync. Two-way email sync allows reps to see all of their emails sent from any device in the timeline of a contact’s record. It supports all major email providers including Exchange, Gmail, Office 365, and more. Lead Liaison hosts the industry’s only unique combination of online and offline sales capabilities, like postcards and handwritten letters, which can be included in prospecting plans alongside scheduled tasks, SMS communication, and more.

To learn more about Lead Liaison’s Sales Enablement solution, visit this webpage.

About Lead Liaison
Lead Liaison provides cloud-based sales and marketing automation solutions that helps businesses accelerate revenue by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of marketing automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales providing sophisticated visitor tracking and additional website engagement tools to boost sales effectiveness. Lead Liaison blends ease-of-use, a flexible business model, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality, all specifically tailored for mid-sized businesses, into a single platform, called Revenue Generation Software®. Lead Liaison is headquartered in Allen, Texas, near Dallas. For more information, visit http://www.leadliaison.com or call 1-800-89-LEADS (895-3237).

Lead Liaison Makes Huge Leap in Sales Enablement with Rhythms™

Dallas, Texas – Sales and marketing software provider, Lead Liaison, expands their Sales Enablement solution this week with the addition of Rhythms™. This announcement comes at the heels of their Sales Enablement release late last year, which provides businesses with a platform to streamline top-of-the-funnel outreach.

“Sales Enablement has been huge for our clients,” says Jen Worsham, Director of Client Relations. “It was the missing piece of the puzzle. Our clients loved our other solutions, but craved the same sort of support for sales. So, we introduced Sales Enablement and now Rhythms™. With those two powerhouse solutions combined, sales teams have full control and visibility over their engagement with Prospects.”

Sales Enablement works by linking a business email account with Lead Liaison’s platform. At that point, all 1:1 communication with a Prospect is tracked alongside marketing communication and engagement activity. Businesses now have more insight into how Prospects are interacting with their business. With the addition of Rhythms™, sales teams can organize and execute their prospecting plans much more efficiently.

Rhythms™ allow for automated prioritization of tasks using Lead Liaison’s Task Manager. Users can place Rhythms™ into folders to keep organized, and build a plan for each Rhythm™ which acts as a playbook for all outreach.

Other features include multi-variant testing, out-of-office detection, automated bounce handling, remove on reply, manual or automatic email options, and comprehensive personalization with templates to further humanize communication. Direct mail and handwritten letters are also part of Rhythms, making this the first sales automation solution to include offline marketing – ideal for sales representatives doing Account Based Marketing (ABM). Users can easily see activity and engagement across all steps of a Rhythm™, and can set goals to measure performance and hit personal milestones. When using Rhythms™, sales representatives will find they book more meetings, close more deals, and increase efficiency with prioritized activities.

Rhythms™ are fully-integrated with other Lead Liaison services, such as marketing automation, event lead management, a CRM, and more.

About Lead Liaison
Lead Liaison provides cloud-based sales and marketing automation solutions that helps businesses accelerate revenue by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of marketing automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales providing sophisticated visitor tracking and additional website engagement tools to boost sales effectiveness. Lead Liaison blends ease-of-use, a flexible business model, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality, all specifically tailored for mid-sized businesses, into a single platform, called Revenue Generation Software®. Lead Liaison is headquartered in Allen, Texas, near Dallas. For more information, visit http://www.leadliaison.com or call 1-800-89-LEADS (895-3237).

Lead Liaison Webinar

An Introduction to Sales Enablement – Webinar Transcription

To watch “An Introduction to Sales Enablement” in its entirety, click here.

Summary

Lead Liaison provides an introduction to sales enablement. Learn the definition of sales enablement, why companies use it, and how it can help your business. We also compare and contrast sales enablement vs. marketing automation and break down how these two technologies complement one another.

Presenter

Ryan Schefke, Lead Liaison

Transcription

*Please note that this content was presented live and then transcribed. It will read exactly as presented in the webinar. Welcome message and company introductions have been removed.

Slide #2

So let me cover three buckets.  Bucket number one would be your company might be using email marketing.  So maybe you’re using MailChimp or constant contact, or your even using marketing automation, which in a way it’s like version 2.0 of email marketing.  But with number one, you might be sending out a bunch of emails. We just talked to client the other day, and they’re shooting a bunch of emails out through Mailchimp, and their sales team is hoping for people to respond and email them back, and their sales team is even following up on people that have just click links.  That’s how they’re measuring engagement, just a link quick and taking action on that. So we like to say that those kinds of company, they’re just sending out email blasts. They’re doing very basic marketing around email but they’re blasting their database. But sending a generic message to your entire database, you’re not segmenting people.  Bucket two is really companies that are using marketing automation for both sales and marketing purposes. Definitely sales can benefit from using marketing automation. A good philosophy there is that marketers are producers and sales people are consumers. But what you don’t want if you are falling on bucket number two, you don’t want to be using marketing automation to do your prospecting and do your sales outreach.  You don’t want to be running your cold contacts through your marketing automation system. Bucket number three is where you carve out marketing automation and you dedicate that for marketers, and then you have a sales enablement suite, and your sales people use that. So ideally you want to be in bucket number three, and in that way, sales and marketing can kind of work in harmony.

Slide #3

What is killed enablement? Again 24%, 1 out of every 4 people here don’t really know what it is.  So I’m going to throw a definition out there to everybody. Sales enablement means continually increasing efficiency of your sales ecosystem through the use of strategies, tools and process.  What does it mean to be continually increasing? Well the main thing is that you can’t stop improvement, you can’t stop changing, You know, if I look at our own company, Lead Liaison, as an example of that, we introduced marketing automation in 2014.  So four years ago, we rolled that out. Obviously, we want to be using our own software that’s how we’re growing our business so rapidly. So we like to say we drink our own champagne. We never say we eat our own dog food. I don’t like to eat dog food or be blasted, like I mentioned earlier.  So the key is always continually improve. We’re using our own software, but we’re always making changes, we’re changing our qualified lead flow, we’re changing our messaging, we’re always refreshing the content, for tweaking how we do prospecting. Never rest on your laurels. Never be complacent because if you get complacent, I think that will lead to failure very quickly.  So you’re continually going to make changes. Efficiency, well what does that mean? You got to really be using automation at the core to be efficient. You got to be really organize. So that again, you can scale your business. And in these last three words, I’m going to touch on the next slide about strategy tools and concepts, I’ll explain that. And by the way, sales enablement, you gave a lot of definitions out there today.  You may have heard of sales enablement as sales automation, sales intelligence. It’s really all the same thing in our crew. It’s a bit subjective but it does have different means.

Slide #4

So you’ve got to have a strategy.  You got to figure out, are you going to target certain accounts?  Are you going to focus on specific industries or regions, and you really got to know who your ideal buyers are, that’s very important.  Lead Liaison actually offers a particular document, it’s on our website under our resource library. We call it an SOA, Service Level Agreement.  It’s a really good tool to use between your sales and marketing teams. It’s treated down those. You can get that again from our website. But here, just have an agreement or a template, define your buyers, define your sales plan, know who you’re going after, identify, you know, what is a qualified lead, what is the lead, define those things, make sure both teams really agree there on what that is.  But, again, you’ve got to have a strategy. The tools, right, so again sales enablement is a bit subjective, but remember in the definition, I talked about providing solutions for that failed ecosystem, helping sales with everything they do, everything they touch. You got to have a CRM. It’s great if you have meeting automation. Send out a link, schedule a meeting, you could use solution bud call away.  We’re also working on something to help automate the scheduling of meetings. But instead of going back and forth and working out availability for parties, send the link, they can click it, see their availability schedule. You really need stuff like visitor tracking that’s a great sales enablement tool to help identify businesses and people that come to your website, and give you key sales intelligence. And again sales automation engagement, sales intelligence, whatever you might refer to it, that’s kind of part of the suite, which I’ll go over in more detail.  And then you got have a process. You got to document what you want your sales team to do. It could be in Google Docs. Within Lead Liaison we use a solution from atlasin, it’s called Complements, its kind of a Wiki. We use that for our public documentation and internal documentation. And then you got to train your sales team. So all of our demos, our client meetings, on boarding, we record everything. So we use notes, we use GoToMeeting, record everything, upload it into YouTube, make it unlisted, so that you can just pass out links to people as needed. But use that material to give back to your sales people to train them, to make them more efficient.  And then the last thing is measure. It doesn’t get measured. It doesn’t get docked. So you have to have these strategies, tools and process to really do a good job at sales.

Slide #6

What you’re looking at is what I would call a super graphic, right, not just an infographic but a super graphic.  Taking sales enablement tools is really difficult. By the way, the super graphic is provided by Scott HYPERLINK “mailto:Brinker@chiefMarktax.com” Brinker@chiefMarktax.com, want to give the proper attribution there.  There are 5,381 solutions on the super graphic from 5,000 companies that is a lot. Can you imagine if, you had to pick from this 5,000 different companies. It’s impossible. And there’s several hundred just in sales automation which you see in that red box right there.  In the blue box, on the bottom left, you see marketing automation. Lead Liaison fits into both of those buckets, we deliver solutions in both areas. The key is you want two things to be working together. You don’t want these to be dispersed solutions. Now, what you see here, this is from 2017.  In 2016, there were less. So you know, so 2017, there were 39% more solution. So the sales and marketing ecosystem is just getting more and more complex. The good news is that I’m going to simplify that for everybody in our discussion here.

Slide #7

I’m really going to focus on sales automation and marketing automation.  So just the automation piece. Number one, I’m going to give you again five differences, number one is really the obvious, which is the people, you know, marketing people should be using marketing automation, salespeople should be using sales enablement.

Slide#8

The second difference is where should these solutions be used.  Now, what you’re looking at here is a very primitive funnel, suspects, leads, opportunities, clients.  Your funnel could be more detailed, which is fine, but at the highest level, you have what we call suspects.  What that really is, is basically just a person. They have no idea who you are. You got them from a list, you pull them out of the phonebook, it doesn’t matter.  They are suspect. A lead is somebody where you may be engaged them, you’ve generated interest. They now know who you are. The difference here is in that minty color, sales enablement is at the top of the funnel.  And by the way, this is not just the sales funnel. The world is moving to sales and marketing funnel. So you got both groups within a company contributing to your funnel. But sales enablement is at the top of the funnel.  It’s really geared around booking more meetings, filling the top of the funnel. That’s the goal of sales enablement. On the other hand, marketing automation is, you can see, as you, in more areas of the funnel, it’s used to help nurture your lead.  It’s used around opportunities, upsell, cross sell, things like that. And a lot of people just forget that marketing automation is really, really applicable to clients. It’s not a lead gen tool. Marketing automation’s purpose is to help you shorten the sales cycle, to drive bigger deals, and you do that for building strong relationships by communicating in a very relevant way.  That’s what marketing automation can do is help you segment and communicate and have conversations, not blasting people. The key takeaway from this slide is that they need to complement one another. Again, earlier in the poll, we heard 5% of the attendees used marketing automation so they feel they don’t need sales enablement. It’s a little bit of the wrong approach there.

Slide #9

The third difference is in email. So again, I’m largely speaking about automation.  The third difference is in how emails are delivered. Marketing automation is going to send your email through the provider’s network.  Those emails must have an unsubscribed link, because you want to be can spam compliant, etc. Those emails will not show up in your sent box.  The difference is that when you’re using sales enablement or sales automation, those emails are going to go through your own service provider.  So it could Gmail, could be Exchange, Office 365. It’s basically just like going into Outlook or Google mail and sending an email from your email client.  You’re going to see then your sent box. You don’t have to put in unsubscribe link in there, and you’d probably do get better deliverability of your emails.  So the way that emails are sent are very, very different.

Slide #10

The fourth difference is in reply management.  So your sales enablement tools are going to automatically manage replies.  Again, it’s sales automation, it’s for sale people. So we really want to keep it very simple.  If somebody engages or replies, you want to remove them from your flow, whereas marketing automation is more manual.  You’re going to have to pull them out or set up some automated processes to remove them

Slide #11

And then the last thing is you know, simplicity right.  We got to keep sales automation, sales enablement, very, very simple.  We can’t make it complex.

Slide #12

Going back a little bit marketing automation.  It is going to be more, I think difficult to use, right, because you just, you’ve got more options.  So it can be confusing for some people. Those technical marketers I think really get it. But again, you got additional business logic.  You can wrap around things. And so again, it’s more complex, more actions.

Slide #13

So why do sales reps need automation?  Well I’m throwing some very quick stats  out at you, and these stats by the way are furnished by the TAS group or Task Group Marketing doughnut and brain shark.  So 67% of reps don’t hit their quotas, 2 out of every 3 reps miss their quota. Half of all sales teams don’t have a playbook.  You got to have a playbook. The third point here is to take an average of 8 cold call attempts to reach a prospect. My take away there is cold calling really doesn’t work these days.  You know, for me, I really don’t answer my phone. I do screen and I see the caller ID, I don’t answer. You got to try different approaches. The last point here is it’s very tough to on-board people.  It takes about 10 months for new reps to really be productive and get up to speed. So that the key takeaways here are reps are increasingly unsuccessful, especially if they do not have a plan, and it’s very hard to reach people and ramping up new reps is difficult.

Slide #14

So what’s the solution?  It doesn’t matter what your sales role is.  Now you probably fall into one of these two buckets– account manager, business development reps.  Now, some companies call them account managers, some companies call them major account managers or outside sales reps.  The bottom line is you’re the person that probably build the relationship a little bit more. You might be traveling. You might be focusing on your 50 or 100 top-tier accounts for your business.  You might be doing what they call ABM or Account Based Marketing, just focusing on specific accounts. You might be in that bucket or you might fall into the business development rep bucket, where again, you could be called a biz Dev rep, a sales development rep or an inside sales rep.  There’s many names but you you’re typically in one of those two buckets. The key thing is you got to have a plan. You can’t just be calling. You got to have unique, multiple touch points, and you really have to create messaging across your organization that’s consistent so that you can, what we call plug-and-play with your reps.  So if your reps leave, which that happens in sales, you get a lot of turnover. You want to pull in your new reps, you want to be able to plug-and-play and have them pick up where your reps left off, and have all that messaging be consistent. So Lead Liaison, to tell a real quick story here, we evaluated a number of sales enablement solutions.  You know, we looked at various players out there, but we really found three problems. Number one, nothing was integrated with marketing automation. That’s kind of our history, we started visitor tracking and marketing automation, but we found sales enablement was really disconnected. You have to copy and paste data from one system into your marketing platform, and they just weren’t integrated.  They were also a little complicated. Again, you want to keep them simple. And they were not multichannel, everything is just email only.

Slide #15

So I’m going to show you on our app what some these things look like, but I’m going to give you some screenshots.  This is from LeadLiaison. Now, what this is sales automation. Other providers in the market, they might call what you’re looking at a sequence.  They might call it a cadence. They might call it a flow. It doesn’t matter what the name is. For us, Lead Liaison, we call it a rhythm. We chose that name because sales is about getting into a rhythm.  It’s establishing your momentum, your flow but diving and getting into that rhythm, getting used to things, that’s what it’s all about. You want to have that rhythm to really be your second thing. A few key things, you see on the left, when we designed this, we said, “Man, we got to make it multichannel.”  What I mean by multichannel is not just email, right, but have the ability to send a handwritten letter. Have the ability to send a postcard, to schedule a unique task in the time. That’s really important. Make it multichannel. The next thing that’s really important is give the reps options. You want to have some multi-variant testing, not AB testing the ABCD all the way up, multi-variant, try different things but don’t make it too complex, if then, logic and things like that.  We also want to be able to very easily add people into your rhythm. That’s important. We are working on, and integration with zoom info, we’ve partnered up with them. So that’s the key thing, you know, you want to be able to find and kind of target certain people, and then add them into your flow to then create that rhythm.

Slide #16

One more thing you really want is you want to make sure you’re organize, right, and as part of your process.  So the most efficient reps these days, they stay organize. So you got to have a really good task manager. You want your reps coming in and not say, “What should I work on today?”  You want them to click a button and “Hey, these are overdue. I got to make these phone calls or here’s what’s due this week.” So you want to have a really good task manager. We built that into Lead Liaison.

Slide #17

And then also, you want to make sure you can measure.  If you remember what I said earlier, if it’s not measured, it’s not done.  So in this case, how many people were added, finished, and how many people are engaged in your particular sales automation or your outreach.

Slide #18

So that that’s really about, again, those flows, those rhythms, those sequences, again, whatever you want to call them, but there’s really more to sales enablement.

Slide #19

Here I’m showing you on my screen, on your screen, sending an email from an iPhone, from an android device, from Outlook, from Google mail.  You know what you really want is you don’t want to have to use an email address and put that in your BCC field so that it gets stored in your CRM.  About six, seven months ago, Lead Liaison released a free CRM. It’s called OneFocus. The essentials are there to create deals and tasks and so on so forth.  But one thing we realized is let’s not make it difficult for reps. We just want to make sure that no matter where they’re sending an email, they’re on the road, and God forbid, sending an email from their phone while they’re driving, they’re at their desk, wherever, it doesn’t matter.  We want to make sure that email goes into the CRM. So that all that information can be shared in a central area.

Slide #20

This is what we call a prospect profile for us, but it doesn’t matter where those emails are sent, you want them all to be threaded, and in line, so that if another rep checks out this page, or the marketing person, everybody knows what is going on.

Slide #21

Here is sending an email from the application itself.  So this is just native email. There is a bunch of different capabilities in there to help make reps more efficient.  

Slide #23

This is the interface, you know, you can build out these different actions, I’ve mentioned these actions here on the left.  Again, you want to make sure you’ve got different versions, if you will. You can add that. So either you’re different variants here.  You want to make sure, again, that you can measure things again– added, finished, engaged.

Slide #24

Ryan Schefke:  So here we can see, you know, how many individual prospects you are putting in, what’s the stag, or what steps are they at, and your overall flow.

Slide #25

Looking at your emails only, so you want to be able to take all your different action types and just may be drill down a little bit, and see how things are performing.

Slide #26

You also want to know what tasks have you set up for yourself.  So you can see a tasks tab over here.

Slide #27

And then you got different settings.  So again, when people reply, you want to remove them.  These are called suspect statuses, but based on what happens, what you want to set their status to be, you want to set some goals, things like that.

Slide #29

It’s giving you a preview of what we’re doing here with zoom info.  So you might want to pick from your own account, inside Lead Liaison, certain companies, certain named accounts that you might have or maybe do a general search, you want to find those people, put in your criteria, and then once you find them, add them into your rhythm.  So making it easy to insert people in there to fill the top of the funnel.

Slide #30

I just want to quickly compare and contrast here, marketing automation.  This is an example of marketing automation from us. So you can see these individual actions, you got way more actions, changing data values.  You don’t just have sending an email or sending a handwritten letter, things like that. You’re tagging, your moving things around inside the system, you’re adding different conditions around your actions.  You are creating your business logic. So it’s much more complex with these kinds of system. And you’ve got different pipes typically. So you can see here, we offer, four different variations. So much more complexity, if you will, but with the complexity comes more power, more options in things that you can do.  

Slide #31

This is the task manager. So if you’re a rep, you come in, you want to make sure, “Hey, I got my path.  I know what I’m working on.” Maybe you get an email reminder that you got overdue task. But the key is, pick your task, pick the start button—

Slide#32

–begin working on your tasks, you can see one through four, and this is your task manager, that entire timeline right in here of what’s going on all the leads or the prospects engagement here and the actions—

Slide #33

–the ability to take quick action—

Slide #34

–you want all that your sales enablement system.

Slide #35

Also to keep it simple, you know, depending on again, if you’re an account manager or if you’re an inside sales rep, you know, maybe you want to build your rhythms or your sequences, whatever you want call them, and then keep them in a certain folder.

Slide #36

You might have like an industry folder, whatever that might be or your top 50 accounts—

Slide #37

And you want to put your rhythms and keep them organized and put them in certain folder.  I do want to highlight again the two-way sneaking stuff that I talked about. Here’s an example of a profile inside Lead Liaison.  You can see that in the timeline here, this is a two-way email thing. It doesn’t matter where these messages are sent from, you know. We want to basically take all that communication automatically put it into the system, inside the profile, and that way you can see the entire contents of your message.  And that can be shared with your team. And then also, you can take direct action that you could reply, and do something on that message, if you needed to. So let’s say I’m in the profile, to give you a quick example, you got different options when you’re sending email. And again these are built to help the salespeople.  So maybe you talk, in this case, I talked to Mike, we have a great conversation and he says, “You know what, let’s just touch based in about two months.” Well, probably I’m going to forget or I’m going to get busy and I won’t come back to it. So the key is, right after I get off the phone, I can write my message, I can schedule sort of a certain day, in a certain time, and then I can set it and forget it.  I can send it out. So I don’t have to worry about that. So let’s just send later future. By the way, there’s also an undo. So maybe I sent something and I go, “Oh oops, I shouldn’t have said that or I should have added something,” There’s the ability to undo. You might have those plug-ins inside your email, client that we build out, they can write into Lead Liaison. You can add a reminder. So maybe if the person doesn’t reply after a certain number of days or after a certain time, have your system send an email or create a tasks for you, again, that you could manage in your task manager.  You want to be able to create sales template in the platform. You know, create your messaging ahead of time, and then insert those easily, put in snippets. For example, if I wanted to insert a little snippet about your company, now that’s a great used case to be able to insert that so that everybody is consistent. And then you got option two, you know, have dynamic signatures, put those in, so you have merged fields to track your open, track your clicks. That’s all sales enablement here, again, having the ability to send email from a profile and then having these different options to make things efficient for you.

Slide #38 and 39

How do these systems need to work together?  So what you’re looking at here is what Lead Liaison calls a lifecycle funnel.  These are the different lifecycle stages right. I mentioned earlier, sales enablement, kind of on the top, you know, marketing automation towards the bottom.  We have these fixed lifecycle stages. You see suspect on the very top. If we were to take the suspect stage, and we were to expand it, and sort of blow it up a little bit-

Slide #40

Then you might have these different status.  New suspect statuses. So as you’re working with your sales automation system, you know, you’re putting people into those rhythms that I talked about, depending on what happens, if they reply, if it bounces, you want to automatically update their suspect status.

Slide #41

One of the keys here is that you are managing everybody you know all your prospect in your town pace marketing, that’s happening in that suspect stage.  But when somebody engages, they move automatically to engage. And that’s where your marketing automation system can kick in, and maybe nurture those people for the long run. That’s really again where the two systems complement one another.

Slide #42

Once you have that again, you got harmony between marketing and sales, sort of bringing everything together.

Slide #43

I do want to give you a couple of references here.  Number one, we do have some training which is open to everybody on sales enablement.  So you can access that training by going to salesandmarketinguniversity.com. You can learn more.  There are three particular lessons in this training course, and you can apply. So just click, once you go to salesmarketinguniversity.com, click that apply for course, one of our trainers will accept it, and then you can go ahead and watch some of those capabilities to reinforce the learning here today.

Slide #44

Ryan Schefke:  The other thing I mentioned is I’m starting—we start a service level agreement.  So you can get that from the resource section on our website.

Slide #45

Ryan Schefke:  Here I am on our website.  And here if you go into resources, resource library-

Slide #46

And free tools, you’ll see the SLA over here.  And then again, here’s the courses here in sales enablement.  You just want to click on that, and then click

Slide #48

This is our pricing.  I figured this was just easy to show to this to everybody, not trying to push Lead Liaison here, just trying to help you understand how we group things.  The last two columns, these are really the sales enablement solutions. We do have sales pro-user seats. You see the rhythms that I talked about. Those rhythms are not available yet.  They will be released at the end of March at the current plan. But you know, we do have all those other capabilities, that two-way email think, scheduling emails later, the undo, all of those things in that particular package.  Inbound is really about visitor tracking and picking up more sales intelligence for your team. But again both of those solutions are sales enablement.

Q&A

Q: When is the Lead Liaison search email available?  

A: We do have sales enablement today, again, you’re going to get a lot of those features, which will be that two-way email think, again, no matter where you’re sending emails, they’re going to show up in that timeline and be shared with everybody else.  You can send later, you can undo, you can use sales templates, you can use the snippets, there’s going to be tracking of all those emails—all of that is available today, right now, from us, and again, end of March is when we expect to be GA, which is general availability, with our rhythms.

Q: Sales enablement really for business development managers or account managers?

A: Yeah, it’s really for both.  If you’re doing business development, you’re probably targeting more people.  Now, you know, the important thing is, even though all of those emails are sent through your exchange server or through Google, or Gmail, you still need, there are limits right.  So you can trip thresholds and you got to be careful. We’re actually building in some throttling capabilities to throttle that. But again, if you’re more of a biz that person, you might be dealing with a larger volume of leads wherever you got those.  But I think it’s still important to really not focus on quantity but to focus on quality. So our rhythm feature is really meant to allow reps to be very hyper-focus in a certain area. It’s typically a best practice to be jamming contact through the system.  You know, I would say the smaller the better, the more targeted, it’s definitely quality over quantity there. You know, if you’re an account manager, you are probably dealing with major accounts. Like I mentioned earlier, you might have 50 accounts, 100 accounts, but this is perfect because with the rhythms, you know, keeping an account manager, is like I mentioned earlier, not just making those phone calls because it can take eight phone calls before you can reach somebody. I’ve actually seen stats that have better double that.  So 15, 16 phone calls. You know, for me, the definition of insanity is doing the same thing over and over and over. So we don’t want to just be doing phone calls. You know, your reps are going to get tired. They’re going to want to quit. So you got to have some variation. You got to have that multi-channel. You got to sprinkle in some personalized communication. You got to sprinkle in postcards and handwritten letters. If you’re an account manager, you’re probably focusing on bigger size deals, high value, tens of thousands of dollars, perhaps.  And why not spend $6, $7 on a handwritten letter to really make your attempt at penetrating an account very effective. So there is the difference. It’s really, they’re intended for both account managers and business development reps.

Q: How does sales enablement work with Salesforce.

A: We also have that for Microsoft dynamics.  We do in integrate with I’d say another half a dozen CRMs.  Of course I mentioned we have our own essential CRM, some of the basic things in there, and we’ve got back, you know, that had allowed us to integrate with a bunch of other CRMs.  But going back to the question, really sales enablement should be focused, you know, in the platform itself right. As I mentioned earlier, the two systems do complement one another because sales enablement is filling the top of the funnel.  We really don’t want to do is you don’t want to, you know, load a bunch of stuff into salesforce and just, you know, muddy the water and have a bunch of contact data. You just want to be working these individuals through your sales enablement system.  I do understand that, you know, that requires a rep to you know not use salesforce but to use a system like ours or something else, but you know, uses the sales automation system because it offers all those capabilities. When somebody becomes engaged, at that point, that’s when marketing automation takes over and marketing automation can help automate that process of pushing people, you know, into your CRM, like salesforce.com and then kicking in nurturing and things like that.  So I’d say really, they work together very well, but it’s really about just making sure that you put qualified, interested people, people that engaged into the CRM.

Q: Can I use sales enablement on its own, so without using other like marketing automation?

A:  So at the moment we do not provide sales enablement standalone.  You do need to be using marketing automation from us, at this moment or some of our other solution.  So at the moment, we do not offer sales enablement standalone. We might be changing that in the future.  If we do, we probably will require a minimum number of users, you know four or five, something like that to get rolling.  Those are the things that we definitely are considering, just because we’ve had a lot of demand it in terms of what we’re doing so far.

 

The Value of a Qualified Lead

As salespeople we are all excited about what we do, that’s why we do it. We are passionate about our products, services or solutions and will talk to anyone anytime about it if they show the least bit of interest. That’s what makes us great at what we do, but I also feel like maybe we’re giving the cookies away for free. It’s in our nature to “sell, sell, sell” anytime we can, but I’ve found that’s not always the best approach. You know you’ve got a great product, so don’t give it away the first time you talk to everyone. Make sure you have a truly qualified lead, before dedicating more valuable time. 

There’s a system of selling called the SPIN method that, if you’re not familiar with, you should take a look at. The method can be broken down into a few basic parts. SPIN stands for: Situation, Problem, Implication, Need/Payoff. This is how to qualify your leads: ask questions! Find out what their current situation is. Do they use a competitor? Do they have events or marketing goals they need to scale up to meet?

Then ask questions to identify the problems they are having. Is it lack of communication between sales and marketing? Are they filling their pipeline and losing customers in the mix? The implication is as simple as “What would your team do with…?” or “If I can solve that for you would you…?”.

These steps are all you should be doing to find a qualified lead. Once you get to that point you’ll know; if it’s a good fit and what pain points they have that you can solve. Hopefully, a bit of additional qualifying info such as: do they have a budget, are you talking to someone with the authority to make this purchase, and what is their time-frame for the need (classic “BANT” criteria).

From there you can decide if it’s worth YOUR time to spend more time with them, or nurture them and move on. Hopefully that 15 minute call got them excited to move to the next step: filling their need. Go ahead and set up that next meeting! Now you’re spending more time with qualified, interested leads and not giving the cookies away for free to every person you talk to.

Interested in seeing other ways Lead Liaison can help your sales process? Check out our Sales Enablement solution here!