#DemandGen: How to Scale an Outbound Lead Generation Program w/ Sheila Kloefkorn

WEBVTT 1 00:00:00.240 --> 00:00:05.799 Learn how to turbo charge your marketing results by building repeatable, scalable demand en 2 00:00:05.960 --> 00:00:12.109 systems from Sheila Clefcorn, CEO of Keo Marketing and founder of the Business Owners 3 00:00:12.150 --> 00:00:17.030 Marketing Academy. See if you qualify for a complementary Marketing Road Map for your 4 00:00:17.109 --> 00:00:27.940 business at Keo Marketingcom Slash Audit. You're listening to be tob growth, a 5 00:00:28.019 --> 00:00:32.579 daily podcast for B TOB leaders. We've interviewed names you've probably heard before, 6 00:00:32.740 --> 00:00:36.450 like Gary vanner truck and Simon Senek, but you've probably never heard from the 7 00:00:36.570 --> 00:00:41.250 majority of our guests. That's because the bulk of our interviews aren't with professional 8 00:00:41.369 --> 00:00:45.530 speakers and authors. Most of our guests are in the trenches leading sales and 9 00:00:45.609 --> 00:00:50.399 marketing teams. They're implementing strategy, they're experimenting with tactics, they're building the 10 00:00:50.520 --> 00:00:54.719 fastest growing BB companies in the world. My name is James Carberry. I'm 11 00:00:54.759 --> 00:00:58.280 the founder of Suite Fish Media, a podcast agency for BB brands, and 12 00:00:58.320 --> 00:01:00.920 I'm also one of the CO hosts of this show. When we're not interviewing 13 00:01:00.960 --> 00:01:04.590 sales and marketing leaders, you'll hear stories from behind the scenes of our own 14 00:01:04.629 --> 00:01:08.430 business. Will share the ups and downs of our journey as we attempt to 15 00:01:08.469 --> 00:01:14.629 take over the world. Just getting well, maybe let's get into the show. 16 00:01:19.980 --> 00:01:23.140 Welcome back to BEDB growth. I'm your host and Speaker for today's episode. 17 00:01:23.180 --> 00:01:27.459 I'm Sheila cleft corn, CEO of Kaeo Marketing and award winning be Tob 18 00:01:27.579 --> 00:01:34.209 Marketing Agency. This is the fourth episode in the Hashtag Demand Jen series and, 19 00:01:34.329 --> 00:01:38.370 if you'll allow me, I first want to congratulate our Keo marketing team. 20 00:01:38.489 --> 00:01:42.489 We turn twenty years old this month and I am so very proud of 21 00:01:42.650 --> 00:01:47.760 the culture we've created and the outstanding work we've delivered over two decades. So, 22 00:01:47.959 --> 00:01:51.439 for our current amazing team and those team members who have moved on to 23 00:01:51.560 --> 00:01:56.159 other really impactful roles, both that agencies and clients, I just want to 24 00:01:56.200 --> 00:02:00.760 say thank you for being a part of this amazing company's journey. I want 25 00:02:00.760 --> 00:02:04.269 to thank you for your commitment to our clients success. Thanks for helping me 26 00:02:04.469 --> 00:02:09.110 to build an agency focused on being true strategic partners who deliver both the attention 27 00:02:09.270 --> 00:02:14.590 clients deserve and the results they hire us for. I'm so proud of how 28 00:02:14.629 --> 00:02:17.979 you've grown in your careers and that we have delivered hundreds of millions of dollars 29 00:02:19.099 --> 00:02:22.939 in leads and sales for our clients. I am so proud of all of 30 00:02:23.060 --> 00:02:27.379 you and I'm really excited to celebrate our birthday. So, speaking of leads 31 00:02:27.419 --> 00:02:30.530 and sales, today I'm going to talk about how to launch and scale outbound 32 00:02:30.610 --> 00:02:37.009 marketing. How to launch and scale outbound marketing and the levels of account based 33 00:02:37.050 --> 00:02:42.090 marketing. So how many of you know much about outbound marketing? I know 34 00:02:42.210 --> 00:02:46.360 that the level of understanding of outbound is a little different than in dound. 35 00:02:46.400 --> 00:02:50.520 We really focused a lot in marketing on inbound over the last ten or fifteen 36 00:02:50.560 --> 00:02:53.199 years. Inbound is where you can be found where prospects are looking. So 37 00:02:53.560 --> 00:02:58.750 a lot of focus on SEO and social media and being found where they're looking 38 00:02:58.750 --> 00:03:01.389 for you, because that makes them more qualified leads. But in the past 39 00:03:01.389 --> 00:03:07.389 five years outbound marketing has really experienced a renaissance and outbound marketing is marketing to 40 00:03:07.629 --> 00:03:12.750 known companies and accounts. It allows you to reach out and connect with those 41 00:03:12.789 --> 00:03:16.099 prospects where they are, because those types of prospects tend to need more nurturing 42 00:03:16.500 --> 00:03:21.379 to developer core and a relationship. But what it does is it speeds up 43 00:03:21.699 --> 00:03:25.219 the sales process, it generates account velocity and it supports the sales channel. 44 00:03:25.259 --> 00:03:30.210 So more and more companies are really embracing the idea of outbound marketing again, 45 00:03:30.289 --> 00:03:36.050 something that we used to call target marketing but now mostly is called account based 46 00:03:36.129 --> 00:03:39.729 marketing. So why is it important to use both inbound and outbound marketing? 47 00:03:40.129 --> 00:03:45.199 Well, Google data shows us that buyers are receiving more than five thousand marketing 48 00:03:45.240 --> 00:03:49.120 messages a day. That's up a thousand more than the four thousand from last 49 00:03:49.120 --> 00:03:53.240 year. Buyers really want to direct their own research process. Think about how 50 00:03:53.280 --> 00:03:55.629 you buy a car today versus how you used to buy it fifteen years ago. 51 00:03:55.990 --> 00:04:00.270 We really want to do that research online and we often expect salespeople to 52 00:04:00.349 --> 00:04:05.789 be order takers. And then, probably the most important reality is that research 53 00:04:05.830 --> 00:04:11.659 shows that it's takes seven to sixteen touches to move a prospect to the next 54 00:04:11.659 --> 00:04:15.020 stage, not to buy, but even just to the next stage. So 55 00:04:15.180 --> 00:04:17.819 there's an awful lot of noise out there. So in a best case scenario 56 00:04:17.860 --> 00:04:23.060 you have budget to do both inbound and outbound marketing, but if you don't 57 00:04:23.220 --> 00:04:27.370 and you have a sales team that really needs leads to fail their sales pipeline 58 00:04:27.610 --> 00:04:31.410 than outbound marketing might just be for you. So outbound marketing, the way 59 00:04:31.490 --> 00:04:35.009 that a lot of company, the most successful be to be companies, are 60 00:04:35.050 --> 00:04:39.800 working these days, is sort of under an umbrella of what's called account based 61 00:04:39.879 --> 00:04:45.639 marketing, which may include things like email marketing linked in outreach, programmatic retargeting, 62 00:04:46.079 --> 00:04:50.720 outbound digital advertising, outbound mail, outbound calling, conferences, trade shows 63 00:04:50.800 --> 00:04:55.829 and sales support. A lot of it can go into account based marketing. 64 00:04:55.949 --> 00:04:58.629 Some of you are doing just a couple of these channels and some of you 65 00:04:58.910 --> 00:05:01.350 are much more sophisticated and you're doing quite a few of those channels. But 66 00:05:01.470 --> 00:05:05.230 let me just step back for a second and describe what account based marketing is. 67 00:05:05.589 --> 00:05:10.899 So it is an end end go to market strategy designed to focus a 68 00:05:11.060 --> 00:05:15.540 majority of marketing, sales and success efforts on the pre and post sales accounts 69 00:05:15.579 --> 00:05:20.300 with the highest likelihood of closing through data driven targeting and personalization programs at scale. 70 00:05:20.649 --> 00:05:26.129 So that's a huge definition. We like to think of it as marketing 71 00:05:26.290 --> 00:05:31.970 and sales alignment focused on specific companies who are in your target and would make 72 00:05:32.050 --> 00:05:38.879 your your best dream clients and by coordinating what's happening between marketing and sales on 73 00:05:39.040 --> 00:05:43.720 those specific companies who would make your best clients and for whom you would deliver 74 00:05:43.759 --> 00:05:48.040 the most value. Often you can get the best ultimate sales, but what 75 00:05:48.160 --> 00:05:53.389 you need is a strategy to provide them with real value. So account based 76 00:05:53.470 --> 00:05:57.310 marketing was coined in one thousand nine hundred and ninety three, and the really 77 00:05:57.430 --> 00:06:01.750 big account based marketing tools started onto the scene between two thousand and twelve and 78 00:06:01.870 --> 00:06:09.100 two thousand and fourteen. So this is an extension of what of things that 79 00:06:09.220 --> 00:06:13.139 we've done before. But since two thousand and fourteen, for the past five 80 00:06:13.180 --> 00:06:17.500 or so years, it's really experienced renaissance and it's driving leads and sales in 81 00:06:17.569 --> 00:06:21.529 a much, much more powerful way across all kinds of enterprises. A lot 82 00:06:21.569 --> 00:06:25.689 of big enterprises are doing this, but I'm here today to tell you that 83 00:06:25.730 --> 00:06:30.529 ABM, and especially lower tiers of ABM, can be incredibly valuable for medium 84 00:06:30.569 --> 00:06:34.720 and small sized businesses as well. The benefits of account based marketing are that 85 00:06:34.800 --> 00:06:40.199 it tightly aligns the sales and marketing teams, it gives you a more efficient 86 00:06:40.240 --> 00:06:44.040 use of your marketing budget, it shortens the sales cycle, it gives you 87 00:06:44.199 --> 00:06:48.430 a measurable impact on revenue and, most of all, it often delivers a 88 00:06:48.509 --> 00:06:54.750 better customer experience. So there are really just four types of ABM. Tier 89 00:06:54.870 --> 00:06:59.509 one is for the most sophisticated ABM ers. These are the folks who want 90 00:06:59.550 --> 00:07:02.860 to target, say, one to ten accounts for high value strategic accounts, 91 00:07:03.100 --> 00:07:08.459 and that outreach is highly, highly personalized. That's something that costs a lot 92 00:07:08.500 --> 00:07:13.899 of money in is complex and most medium or small sized businesses aren't engaging in 93 00:07:14.100 --> 00:07:17.529 tier one types of ABM activities. But tier two and tier three is really 94 00:07:17.610 --> 00:07:24.129 where most medium and smaller size businesses focus their efforts. Tier two terminus calls 95 00:07:24.129 --> 00:07:29.610 ABM light. That's for ten to a hundred accounts where those accounts share similar 96 00:07:29.649 --> 00:07:33.600 business attributes, challenges and initiatives. And then tier three is what's called programmatic 97 00:07:33.639 --> 00:07:40.040 ABM or what we call scalable outboundy generation, and that's a hundred, two 98 00:07:40.319 --> 00:07:46.509 a thousand accounts. The in Tier Three programmatic ABM, it's ABM inspired tactics 99 00:07:46.629 --> 00:07:50.990 across hundreds or even thousands of identified accounts. It's like marketing automation with a 100 00:07:51.069 --> 00:07:59.100 higher level of personalization and more channels of integrated follow up. And then some 101 00:07:59.300 --> 00:08:03.939 people actually will bolt on ABM to some sort of lead BAS nurturing that they're 102 00:08:03.939 --> 00:08:07.620 already doing. But for the purposes of this I'm really going to be focusing 103 00:08:07.699 --> 00:08:13.649 on tier two and three ABM, light and programmatic ABM, as terminus has 104 00:08:13.730 --> 00:08:18.290 called it again. Tier one higher complexity and resources, tier three lower complexity 105 00:08:18.370 --> 00:08:22.410 and resources, but it may take longer to get to the right dream clients. 106 00:08:22.970 --> 00:08:28.360 So for ABM, executive buy in is critical. We've worked with companies 107 00:08:28.600 --> 00:08:33.799 where marketing and sales were on board but executives weren't, and ABM takes a 108 00:08:33.840 --> 00:08:37.440 while. ABM takes a while to tell a story, to get people to 109 00:08:37.600 --> 00:08:41.080 engage, to reach the right context and move through the cycle, and it 110 00:08:41.200 --> 00:08:43.789 takes a lot of touches, as I mentioned, seven to sixteen touches just 111 00:08:43.950 --> 00:08:46.950 to get a prospect to move to the same to the next stage. So 112 00:08:48.070 --> 00:08:50.470 you have to have executive buy and that this is an ongoing process and that 113 00:08:50.549 --> 00:08:56.460 you're building a machine that is going to facilitate the sales and the buyer cycle 114 00:08:56.779 --> 00:09:01.980 over time. You also need a champion both in marketing and sales. They 115 00:09:01.019 --> 00:09:05.299 have to have the same goals and too often marketing has a different set of 116 00:09:05.379 --> 00:09:09.570 goals than sales. What good ABM does is it brings folks together. You 117 00:09:09.649 --> 00:09:15.490 also need to understand that ABM is not traditionally generation. It's about account penetration 118 00:09:15.610 --> 00:09:18.129 and velocity. So it's you already know. Have the leads. You pick 119 00:09:18.289 --> 00:09:22.970 a list of companies that you want to reach out and so the KPIS are 120 00:09:22.009 --> 00:09:26.080 different. You want to look at are you getting in front of the right 121 00:09:26.200 --> 00:09:30.039 people at that company, the right kinds of decision makers and influencers, and 122 00:09:30.279 --> 00:09:33.960 is its speeding up the sales process? And then you need to understand that 123 00:09:33.039 --> 00:09:37.559 there are different requirements and resources for each tier, as I just mentioned, 124 00:09:37.600 --> 00:09:41.629 and that ABM is never done. Like all marketing and all sales, you 125 00:09:41.710 --> 00:09:46.870 need to constantly be refining the process. So the steps to launch an ABM 126 00:09:46.950 --> 00:09:50.549 campaign, whether you're at tier one, two or three, is is this 127 00:09:50.710 --> 00:09:54.299 really a seven step process? First, you need to assemble the team, 128 00:09:54.740 --> 00:10:00.179 the exacts sales and marketing. You need to define your ABM goals and strategy. 129 00:10:00.980 --> 00:10:05.340 Three, you need to select your abm platform or your technology stack, 130 00:10:05.379 --> 00:10:11.450 if you're tying into other crm or content management systems. You need to most 131 00:10:11.450 --> 00:10:15.850 importantly, identify and prioritize the target accounts. This is where we see people 132 00:10:16.330 --> 00:10:20.370 miss the step. Prioritizing what companies you're going to be reaching out to her 133 00:10:20.529 --> 00:10:22.799 and making sure sales and marketing are on the same page is really, really 134 00:10:22.879 --> 00:10:26.559 important. And then you need to select your channels. Some of the most 135 00:10:26.600 --> 00:10:33.399 important channels that we use our email linkedin outreach, regular direct mail and programmatic 136 00:10:33.440 --> 00:10:37.070 advertising. Once you have those channels and you've prioritized your target accounts, then 137 00:10:37.110 --> 00:10:41.710 you need to craft your message. Doing that by building off of personas that 138 00:10:41.990 --> 00:10:46.950 represent your target buyers is important because we want to make sure that the messaging 139 00:10:46.149 --> 00:10:50.580 for each of those channels and each of those targets accounts is as personalized and 140 00:10:50.779 --> 00:10:54.620 relevant as possible. Once you have all those things set up, then you 141 00:10:54.700 --> 00:11:00.659 can start to execute the ABM campaigns and begin a coordinated sales outreach. But 142 00:11:00.779 --> 00:11:05.769 this takes lots of evaluating of the results and optimism station as the campaigns go. 143 00:11:05.809 --> 00:11:11.169 So, for those of you who are just getting started in ABM, 144 00:11:11.570 --> 00:11:15.210 many of you asked me what are the best platforms that we should use, 145 00:11:15.690 --> 00:11:18.960 and we sort of put them into categories, the level one or tier three 146 00:11:20.200 --> 00:11:24.320 type of outreach can can be accomplished by most small and medium sized businesses using 147 00:11:24.320 --> 00:11:30.600 a platform like reply io or outreached io. These allow you to send emails 148 00:11:30.639 --> 00:11:35.389 on behalf of sales people in so much smaller batches, which increases deliverability rates 149 00:11:35.669 --> 00:11:39.710 and can be really powerful. Those cost on average a hundred dollars a month 150 00:11:39.830 --> 00:11:45.269 per salesperson and so they're much, much more affordable if you're doing tier one 151 00:11:45.350 --> 00:11:50.299 or tier two ABM campaigns. A full service ABM platform like Engagio or demand 152 00:11:50.379 --> 00:11:54.779 base or terminus, or even Marquetto now has an ABM platform. Those can 153 00:11:54.820 --> 00:11:58.899 be really powerful. But for the purpose of what I'm going to talk about 154 00:11:58.899 --> 00:12:01.809 today, I'm going to focus on medium and smaller size businesses and reply to 155 00:12:01.929 --> 00:12:09.090 io and outreached io can be incredibly helpful in those instances. So why wouldn't 156 00:12:09.090 --> 00:12:13.809 you just use your existing marketing automation campaign, if you have hub spot or 157 00:12:13.809 --> 00:12:18.159 mail chump or pr dot or something like that? The reason is because of 158 00:12:18.000 --> 00:12:24.320 GDPR. It's a European Union law that regulates the personal data of individuals in 159 00:12:24.360 --> 00:12:26.919 the European Union. And if you're only marketing in the United States, you 160 00:12:28.000 --> 00:12:31.789 might say, why does that impact me? Well, any big platform like 161 00:12:31.830 --> 00:12:37.190 a hub spot or a part dot has international clients on it. So they 162 00:12:37.309 --> 00:12:41.149 have had to basically lock down their platforms and not allow cold emails to be 163 00:12:41.309 --> 00:12:46.580 sent for some times, but even more so so they're much more diligent about 164 00:12:46.860 --> 00:12:52.179 just not wanting any cold emails to be in your platform. Everybody needs to 165 00:12:52.220 --> 00:12:56.220 be opted in and that's tough. That's tough to reach out to people if 166 00:12:56.740 --> 00:13:00.009 you don't have them opted in. So a lot of times we will use 167 00:13:00.009 --> 00:13:03.490 advertising to reach out to folks to get them to opt in, and another 168 00:13:03.529 --> 00:13:07.570 way you can do it is to to email much, much smaller groupings, 169 00:13:07.649 --> 00:13:13.039 and that's what replied io and outreached Io help to facilitate. In any case, 170 00:13:13.480 --> 00:13:16.200 with any platform, you want to make sure that your can spam act 171 00:13:18.039 --> 00:13:22.000 compliant. In mid February of two thousand and nineteen, the FTC reviewed the 172 00:13:22.080 --> 00:13:26.080 can spam rules and determine that they are in fact still necessary and should remain 173 00:13:26.120 --> 00:13:28.789 in their current form. So anyway. In other words, can spam isn't 174 00:13:28.789 --> 00:13:33.950 going anywhere. If your business is subject to the guidelines of the can spam 175 00:13:33.029 --> 00:13:37.029 act, the time to comply is now and you probably already are. So 176 00:13:37.110 --> 00:13:41.700 let's talk about that. Tier Three, programmatic ABM and using a platform like 177 00:13:41.899 --> 00:13:46.659 replied I oh. It's our favorite. It has it's the easiest to use. 178 00:13:46.779 --> 00:13:50.100 They have really good trutorials, they have really good support. It may 179 00:13:50.139 --> 00:13:54.500 not be the platform for you if you are in a highly compliant or regulated 180 00:13:54.620 --> 00:13:58.090 environment. outreached ioh might be better for you in that case, but replied 181 00:13:58.169 --> 00:14:03.730 ioh is a really powerful, inexpensive platform to use and we encourage you to 182 00:14:03.809 --> 00:14:05.769 check it out at replied ioh. We don't get paid by from them in 183 00:14:05.850 --> 00:14:09.529 any way, shape or form. We just happen to like the platform, 184 00:14:09.610 --> 00:14:16.399 which is great. So once you've decided on your target list and you've got 185 00:14:16.480 --> 00:14:20.360 your platform and you've developed your messaging, then you need to think about how 186 00:14:20.440 --> 00:14:24.549 to integrate all the channels of the marketing. So we typically will use email 187 00:14:24.590 --> 00:14:28.789 as the primary or hub of the content that's going out. We send one 188 00:14:28.830 --> 00:14:33.669 email out per week, so four per month. We layer that in with 189 00:14:33.269 --> 00:14:39.340 linkedin outreach, starting in month too, we follow up with sales each outreach, 190 00:14:39.500 --> 00:14:43.539 also starting in for month to after these contacts have received for emails and 191 00:14:45.100 --> 00:14:48.779 then we follow them around with programmatic ads. So those are additional touches, 192 00:14:48.820 --> 00:14:52.009 because the sooner we can get to those seven to two, sixteen touches with 193 00:14:52.210 --> 00:14:58.730 really valuable information that helps them, the more likely they are to respond. 194 00:14:58.370 --> 00:15:03.850 So a particular case study that we I can share with you about how this 195 00:15:03.049 --> 00:15:09.240 works is that we worked with an electronics company out of Tel Aviv and Israel, 196 00:15:09.720 --> 00:15:13.720 and I can't share the name on this podcast, but you can and 197 00:15:13.840 --> 00:15:18.039 see some information about it on our website at Kaeo Marketingcom. They Create d 198 00:15:18.200 --> 00:15:24.990 printers for electronic circuit boards. It's a very, very powerful technology. They 199 00:15:24.230 --> 00:15:30.190 needed to set up their US operations and from a list of just threezero contacts, 200 00:15:30.470 --> 00:15:35.350 our ABM program generated more than a thousand appointments in less than two months. 201 00:15:35.820 --> 00:15:39.419 We had a partially warm list and a Cold List and we leveraged reply 202 00:15:39.740 --> 00:15:45.820 ioh to get out in front of these contacts with powerful content, videos, 203 00:15:46.100 --> 00:15:52.490 emails, linked in outreach and sales calls so that they were able to dramatically 204 00:15:52.649 --> 00:15:56.490 increase their revenue in a very short period of time. This happened more quickly 205 00:15:56.570 --> 00:16:00.809 than it often does with ABM programs, but again from just three thousand contacts 206 00:16:00.850 --> 00:16:04.200 we got a hundred request for appointment in less than two months. We recommend 207 00:16:04.240 --> 00:16:11.720 ABM, especially tier three programmatic ABM, for companies who have a list of 208 00:16:12.039 --> 00:16:17.799 target companies who are looking to do more of what you do well. So 209 00:16:18.000 --> 00:16:22.230 particularly, let's just think about if you have a list of ten of your 210 00:16:22.549 --> 00:16:27.269 customers that you or clients that you do really great work for and you could 211 00:16:27.470 --> 00:16:32.789 you don't have any exclusivity, but you could do more in those same industries. 212 00:16:32.899 --> 00:16:37.779 ABM is a great way to reach out to like companies, to show 213 00:16:37.019 --> 00:16:41.179 the value of the work that you've done and to get in front of the 214 00:16:41.220 --> 00:16:45.980 right decisionmakers. If you're more advanced than programmatic, the cheer three, and 215 00:16:47.059 --> 00:16:49.570 you want to do tier one or tier two, we recommend a platform like 216 00:16:49.649 --> 00:16:56.409 terminus. You can go to terminus's website t erminus and see some case studies 217 00:16:56.450 --> 00:17:00.679 there for some other examples of those. So that's a quick overview on how 218 00:17:00.799 --> 00:17:06.359 to set up an ABM program and expand and scale your outbound lead generation. 219 00:17:06.920 --> 00:17:11.279 If you'd like more information about either how to set up your own or help 220 00:17:11.400 --> 00:17:15.160 in setting up your own, you can always reach out to me on Linkedin, 221 00:17:15.359 --> 00:17:19.349 Sheila left, corn Kloefko RN, or reach out to us at Ko 222 00:17:19.549 --> 00:17:25.750 Marketingcom. That's a wrap for this episode of the Demand Chin Series on how 223 00:17:25.789 --> 00:17:32.900 to launch and scale outbound marketing. Have a great day. We totally get 224 00:17:32.900 --> 00:17:36.579 it. We publish a ton of content on this podcast and it can be 225 00:17:36.700 --> 00:17:40.579 a lot to keep up with. That's why we've started the BDB growth big 226 00:17:40.700 --> 00:17:45.049 three, a no fluff email that boils down our three biggest takeaways from an 227 00:17:45.130 --> 00:17:49.690 entire week of episodes. Sign up today at Sweet Phish Mediacom Big Three. 228 00:17:51.049 --> 00:17:53.410 That sweet fish Mediacom Big Three