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
http://sixteenventures.com/saleshacker
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
http://sixteenventures.com/saleshacker
@lincolnmurphy
Thank you!