Lead Generation and List Building Secrets

Lead Gen & List Building Secrets

Lincoln Murphy

Sales Hacker Series Austin

March 24, 2015

@lincolnmurphy

http://sixteenventures.com/saleshacker



What We’ll Cover Lead Generation vs. Lead

Capture1

2Identify your Ideal

Customer

3Enter the

Conversation

43 Secret Sales

Hacks

5 Q&A

LEAD GENERATION

VS.

LEAD CAPTURE

1. Generation = Creating Leads where there otherwise

aren’t any. AKA Demand Generation.

2. Capture = Siphoning off some of the

existing demand for yourself

GENERATION VS. CAPTURE

STARTUPS

VS.

SMALL (EARLY) BUSINESS

1. Innovative, creating a new product category (like

Gainsight)

1. The Market Doesn’t (Really) Exist Yet

2. Disrupting a relatively established and staid market

(Zenefits)

• The Market Exists… but they don’t know it yet• They aren’t looking for you

• They aren’t looking to change the status quo

• If they do find you, the switching cost is high

STARTUPS

• Requires Active Outreach to Drive

Pipeline

• Marketing Accelerates (backs-up)

Process

• It’s a Process• Educate the Market on the Concept

• Get them to realize they need the Concept

• Make them realize they need your offering

(rather than other upstarts by now)

STARTUPS REQUIRE LEAD GENERATION

• They may not (probably don’t) know you exist.• They’re not actively looking for you.

• You have to come in and disrupt the status quo; get in

front of them.• Help them realize that you can make their life better.

• And even though they want you to exist…• now that you do, they may have some qualms about jumping on

your ship.

STARTUPS REQUIRE LEAD GENERATION

• Doing the same thing as every other company, but maybe

better, faster or cheaper (pick 2!)• IRL: Restaurants, Yoga Studios

• SaaS: Project Management, CRM, Accounting, etc.

• Market Characteristics• They know they have a problem

• They know there’s a solution

• They are solving the problem somehow

• They might know who you are

• You know who they are

NON-STARTUPS

• Demand Exists

• Marketing and Inbound Can Drive Pipeline

• People are actively searching for what you offer

• Outreach Accelerates Growth!

NON-STARTUPS CAN RELY ON CAPTURE

IDENTIFY YOUR IDEAL CUSTOMER

IDEAL CUSTOMER PROFILE

Ready Willing Able Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential

IDEAL CUSTOMER PROFILERemember, Ideal

Customer is Situational Ready Willing Able Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential

SITUATIONAL AWARENESS

SituationalAwareness

IDEAL CUSTOMER PROFILE

Ready Willing Able Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential

You can’t know what Marketing Channels, Pitch, Pricing, or Messaging to use until you are clear on your Ideal Customer Profile.

1. Ideal Customer Profile

2. Persona Development

3. Empathy Mapping

THE PROPER ORDER

Helps You Qualify the Company,NOT the Contact




ENTER THE CONVERSATION

Customer Success = “Helping your customers achieve their Desired Outcome through the use of your product.”

“Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937

Success = Their Desired Outcome

Success = Their Desired Outcome

At both the Company and Persona-level

3 SECRET SALES HACKS

1. Prospect Segmentation

2. Co-Outreach

3. Pre- & Retargeting

3 SECRET SALES HACKS

• Don’t treat all prospects the same

• Don’t spray and pray

• Segment by industry• Update the template every morning with something relevant if

possible

• Segment by revenue potential• Take time to research and customize for high-value customers

• Emails Sent != Deals Closed or Revenue Generated

1. PROSPECT SEGMENTATION

• Find a company you don’t compete with that shares

your Ideal Customer Profile

• Get them to know, like, and trust you so they’ll want to

introduce you to their customers

• Identify some customers – maybe 10 or so – that would

be perfect for the other company

• Someone from each company will send an email to their

to introduce the other company in a way that’s all about

how that other company could help the customer

2. CO-OUTREACH

• Warm ‘em up• Content Distribution

• Custom Audiences

• Non-Sales Outreach

• Keep ‘em warm• Retargeting

• Nurturing

• Progressive Profiling

3. PRE- & RETARGETING




@lincolnmurphy

Thank you!