teleprospecting the inbound way: how to increase connect rates and close more sales

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Teleprospecting the Inbound Way

Live Webinar:Tuesday, October 29, 2013, 1pm EST

Speakers:Jay Gaines, SiriusDecisionsPete Gracey, AG SalesworksMark Roberge, HubSpot

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MEET YOUR EXPERTS:

Pete Gracey

Chief Operations Officer

AG Salesworks

@Peter_Gracey

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MEET YOUR EXPERTS:

Jay Gaines

Vice President & Group Director

SiriusDecisions

@izjay

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MEET YOUR EXPERTS:

Mark Roberge

Chief Revenue Officer

HubSpot

@markroberge

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HOUSEKEEPING NOTES

Webinar is being recorded and will be sent out afterwards

Interact with us on Twitter: #SalesWebinar

Ask questions in the questions panel here

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AGENDA

1. The Case for Teleprospecting

2. The Case for Inbound Selling

3. Combining Teleprospecting and Inbound Selling

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The Case for TeleprospectingJay GainesVice President and Group DirectorSiriusDecisions@izjay

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Agenda• The Critical Role of Teleprospecting

– The end-to-end life of a lead– The glue that binds marketing and sales– Teleprospecting in the demand waterfall

• Teleprospecting: Data From The Field

– Lead quality

– Coverage model

– Activity metrics

• Six Steps To Strategic Teleprospecting

1. Aligned activities

2. Role specialization

3. Career paths

4. Enablement

5. Integration

6. Partners

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The Critical Role of Prospecting.

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Teleprospecting Sales

Complex Sale Lead Management Mechanics

SiriusPerspective: For businesses with larger, complex sales a pure teleprospecting layer is required for effective lead qualification and

routing.

Marketing

Accept

Source

Qualify

Deliver

Target agreementPrograms/tactics

Lead definitionScoringNurture

Disposition rulesVolume rulesNotification

Accept/Reject

TimeframeAccept/reject rules

Notification

Qualify

DeliverDisposition rules

Volume rulesNotification

MQL definitionEngagement rules

DQ rules

Reject

Disqualify

Accept/Reject

Qualify

Pipeline

Reject

Disqualify

TimeframeAccept/reject rules

Notification

CRM adoptionEngagement rules

DQ rules

CRM adoptionDQ rules

Timeframes

Accept

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Teleprospecting Makes Marketing and Sales Better

SiriusPerspective: A high-performing teleprospecting function binds marketing and sales in a cohesive demand process.

• High quality, one-to-one function

• Focus on deals that are movingSales

• Quality/volume• Purity is keyTeleprospecti

ng• High volume• Focus on

improving efficiency of higher value functions

Marketing/Lead GenHigh

Leverage

LowLeverag

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The Demand Waterfall

Inquiry

OutboundInbound

Marketing Qualification

Teleprospecting Qualified Leads (TQLs)

Teleprospecting Accepted Leads (TALs)

Automation Qualified Leads (AQLs)

Teleprospecting Generated Leads (TGLs)

Sales Qualification

Sales Generated Leads (SGLs)

Sales AcceptedLeads (SALs)

Sales Qualified Leads (SQLs)

PATENT PEN

Won Business

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Phase Two: Marketing QualificationSiriusPerspective: Our results peel back the particulars on what used

to be a more simplistic marketing qualified lead statistic.

INQ-AQL

AQL-TAL

TAL-TQL

Watch for…a decline here and equal/better results below as a sign of scoring efficacy

90 percent or greater should be the goal to indicate tight marketing/tele bond

35 percent allow between 75 and 100 percent of inquiries to flow to AQL

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The Demand Waterfall: Inbound

Inquiry

OutboundInbound

Marketing Qualification

Teleprospecting Qualified Leads (TQLs)

Teleprospecting Accepted Leads (TALs)

Automation Qualified Leads (AQLs)

Teleprospecting Generated Leads (TGLs)

Sales Qualification

Sales Generated Leads (SGLs)

Sales AcceptedLeads (SALs)

Sales Qualified Leads (SQLs)

PATENT PEN

GClose

Won Business

• Over 60% of inquiries

• Not Web only• Blend of Web,

email, chat, phone

• Strong process, unique skills

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Teleprospecting: Data from the Field

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Lead Level of QualificationSiriusPerspective: Nearly 75 percent of respondents

indicate that they use teleprospecting to qualify to lead level 3 or higher.

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Do We Have the Right Teleprospecting Coverage Model?

SiriusPerspective: It can take 9 to 12 contact attempts to reach a lead, but teleprospectors make just six attempts, on average, over a four-week period.

6swings

28days

59%phone

36%email

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Outbound Teleprospecting Activity MetricsSiriusPerspective: Better targeting and use of technology contribute to higher connect rates on outbound dials.

Activity Metric (measured daily) Mean Median

Call volume 65 50

Connect rate 31% 20%

Conversation rate 25% 20%

Conversation conversion rate 23% 20%

Callback rate 11% 8%

Email sends 72 30

Email response rate 14% 10%

1.17 0.4

TQL per day per rep:

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Inbound Teleprospecting Activity MetricsSiriusPerspective: The wide gap between mean and median on

inbound activity metrics reflects how few companies drive huge volume through inbound marketing.

Activity Metric (measured daily) Mean Median

Call volume 20 10

Email volume 22 12

Chat volume 13 2

TQL output 10 3

Inquiry-to-TQL conversion rate 26% 15%

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Six Steps to Strategic Teleprospecting.

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Step 1: Align ActivitiesSiriusPerspective: Align teleprospecting activities with key

sales and marketing go-to-market strategies.

InboundCREATE

NURTURE

ENABLE

KeyAccts

Small-Net Fishing(and inbound)SEEDACCELERATE

ENABLE

Enterprise/ Territory Outbound/

InboundNURTURE

CREATESEED

ACCELERATE

ENABLE

Sales Marketing Teleprospecting

Small/Mid-size Business(Small deals)

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Two: Role SpecializationSiriusPerspective: Split inbound from outbound to align

with changing buying dynamics and better support sales and marketing efforts.

INBOUND OUTBOUND

The Chatter

The FieldNurse

The Mailman The FirstResponder

The (Social) Networker The LeadWhisperer

The Recycler

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Three: Career PathsSiriusPerspective: Establish career paths to encourage retention and improve quality of the teleprospecting

function.

Alternative hiring profilesStructured career paths within the teleprospecting functionDefined paths to inside and field/ channel salesSupport with formal mentoring and coaching programs

SUPPORT

FIELD SALES

INSIDE MARKETING

SR. REP

MANAGEMENT

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Four: EnablementSiriusPerspective: Invest in the tools and training specific to the

unique needs of teleprospectors.

FOUNDATIONAL

Required elements

Company, products, solutions Target markets Messaging fundamentals Sales territories & org structureMarketing programs

Handoffs from marketing /to sales or channelLead rejection and disqualification Activity tracking Lead routing rules

Written and verbal communicationActive listeningCall prep / premise for each callProspect / account researchContact discovery

Enablement vehicles

Playbooks / call guidesCertification Mrktng calendarPortal / website

Phone / social selling trainingCall reviews / role playsMentoring / Coaching

Service level agreementsSFA / MAP

ADVANCED

Targeted Personas / Buying processCompetition & differentiationSocial insights

Lead managementPre-MQL and recycle nurtureLead scoring and profilingDashboardingSegmentation

Objection handlingInbound / proactive chatLight demos / presentationsTrial managementTriage

Buyer journey mapsCompetitive MatrixesSocial monitoring tools

Sales portal / Chatter-like tools for knowledge sharingProduct and tools training

SFA / MAPSLAsOnline training

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• Include teleprospecting in planning exercises

• Target account programs/account intelligence

• Feedback loops• Message testing• Debrief cadence

Five: Integration

SiriusPerspective: Incorporate teleprospecting into program planning…as more than an afterthought for

“followup.”

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Six: Leverage PartnersSiriusPerspective: Think strategically about how you use service

providers to outsource or complement your internal teleprospecting efforts.

To pilot new programsTo augment existing skill setsTo extend the teamTo reduce complexityTo scale the effortTo support specific programsor initiativesTo foster competition

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The Case for Inbound Sales

Mark RobergeChief Revenue Officer, HubSpot@markroberge

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AGENDA

1. Transform the way you target leads

2. Transform the way you prospect leads

3. Transform the way you connect with leads

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Transform the way you target leads.

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Inbound Flips the “Good Fit/Has Pain” Model on Its Head. Filtering Leads is a Must.

OUTBOUND SALES

Good Fit

Has Pain

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INBOUND SALES

Good Fit

Has Pain

Inbound Flips the “Good Fit/Has Pain” Model on Its Head. Filtering Leads is a Must.

OUTBOUND SALES

Good Fit

Has Pain

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Transform the way you prospect leads.

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“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”

5/27 at 3 PM

How a Traditionally Trained Sales Person Prospects an Inbound Lead

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5/29 at 2 PM

Voicemail #1: 5/27 at 3 PM

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“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 6/1 at 4

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“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 6/4 at 3

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How an Inbound Trained Sales Person Prospects an Inbound Lead

Research

Monitor and React

Inbound Prospecting Approach

360 View of a Lead’s Engagement with Your Company

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Monitor Lead Engagement, Not Their PR

• Monitors news and press

about leads

• Calls on these trigger

events

Traditional Sales

Inbound Sales

• Monitors lead engagement

with your company

• Calls to help

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Research

Monitor and React

Social Media Website Email

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Research

Monitor and React

http://getsignals.com

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Research

Monitor and React

HOW DOES THAT WORK?

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“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.”

5/27 at 7 AM

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Voicemail #1 5/27 at 7 AM

“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” 5/29 at 6 PM

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5/27 at 7 AM

“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.”

5/29 at 6 PM

“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side-by-side with the HubSpot customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am happy to walk you through it.”

6/1 at 12 PM

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5/27 at 7 AM

“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.”

5/29 at 6 PM

“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am happy to walk you through it.”

6/1 at 12 PM

6/4 at 10 AM

“Hi John. This is Mark from HubSpot. I have not heard back from you so I am going to assume that generating more leads through social media in 2013 is no longer a priority. Call me anytime if things change.”

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Apply Science to Optimize the Prospecting Cadence

Attempt #

* Data has been altered from actual HubSpot data for the purposes of this presentation.

Erin LeadsAll Leads Ollie Leads Ollie Leads

Attempt #

Enterprise

Small Business Mid Market

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Transform the way you connect with leads.

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The Old School Sales Process: Call High

“Let’s talk profit margins and growth!” “Yes! Let’s.”

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When Old School Tries to Go New School

“Let’s talk profit margins and growth!” “Huh?”

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Transform Your Connect Strategy To Leverage Influencers

“I noticed you downloaded our eBook. What specific questions did you have?”

“Wow! This is really helpful. Can you keep helping me?”

Build trust with the influencer by helping them with their problems.

Ask for the influencers help to engage with the

Decision Maker

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Transform the way your prospects perceive your sales people.

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Always

Closing

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Always Be Closing

ALWAYS BE HELPING

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Train Sales to “Live” in your Prospects’ World

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Set Them Up to be Thought Leaders

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Inbound Sales feels more like a Doctor/Patient relationship than a Sales/Prospect relationship

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Teleprospecting and Inbound Sales: DiscussionPete GraceyCOO, AGSalesworks@Peter_Gracey

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FINAL THOUGHTS

Teleprospecting• The Critical Role of Teleprospecting• Teleprospecting: Data From The Field• Seven Steps To Strategic Teleprospecting

The Case for Inbound Selling• Transform the way you target leads• Transform the way you prospect leads• Transform the way you connect with leads

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THANK YOU!

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YOUR SECONDARY CTA

http://getsignals.com

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Stay in Touch

#SalesWebinar

@SiriusDecisions

@AGSalesworks

@HubSpot

teleprospecting the inbound way: how to increase connect rates and close more sales

sales teleprospecting

strategic teleprospecting

leads sglssales

pure teleprospecting

effective lead qualification

complex sales

sales better siriusperspective

siriusdecisions pete

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