Keep Calm and Create Pipeline
- 2. Keep calm and create Pipeline
- 3. Speakers Andy Culligan CMO Alex Olley Co-founder Marc Chabot CEO
- 4. To Start
- 5. 1. Where is this? 1. What day of the year? 2 Questions:
- 6. 2020 2019
- 7. The Impact on B2B
- 8. Events
- 9. 1. 1K+ Senior Marketers interviewed 1. Companies managing over $738M in event spend per annum 1. Industry Focus: Software, services + media REPORT: Event Marketing 2019
- 10. Important Stats 30% organize events to support lead generation + sales acceleration 41% see live events as the most critical marketing channel in achieving business outcomes 63% plan to increase their budget by 22% in 2020
- 11. INBOX EXPO
- 12. 30K EUR spend 4 sales people 50 meetings prebooked 100 leads captured 500K EUR pipeline Real Life Example
- 13. Outreach
- 14. Look familiar? Important: “The prospect said” Wait, that means you got a connect? Cold calling pre 2020
- 15. Taking your Cold chance until now
- 16. Taking your Cold chance until now
- 17. Taking your Cold chance until now
- 18. Taking your Cold chance 2019
- 20. Understanding Buyer Intent 2. Research 3. Behavior1. Prioritize 4. Relevant outreach
- 21. 2020 The year of digital empathy
- 23. 1. Demonstrate empathy for others, including those different from you. 2. Engage in self-care and self-reflection. 3. Keep to a clear message. 4. Help your children understand that the world doesn't revolve around them. 5. Discuss ethical dilemmas. Sales Leadership Link
- 24. 1. Use literature. 2. Give responsibilities. 3. Start an emotion* journal 4. Teach “being in someone else’s shoes.” 5. Encourage random acts of kindness. Sales Link
- 25. Putting Things Into Play
- 26. 1. Change the conversation - fast! 2. Be true to your 3. Be brave and change the conversation internally 4. Turn your team into mini-marketers 5. Be human 6. Focus on the right conversations at the right time What You Can Do
- 27. Play 1 - Step Into People’s shoes 1. Understand real intent 2. Signals from online behaviour? 3. Review visitor behavior at EVERY stage of your sales funnel 4. Engage with value led messaging based on activity
- 28. Existing Clients Open/Lost Deals Target accounts YOUR WEBSITE Contact -level intent data (2-4% of website visitors) Company -level intent data (96-98% of website visitors) Google Ads Organic traffic Online marketing
- 29. Play 2 - Get Personal 1. Don’t waste people’s time 2. Have they been interacting with your company? And how? 3. Reach out to show you care 4. No CTA or “Hard Sell” 5. Don’t call cold to “book a meeting” 6. Bring some value to the table
- 30. Play 3 - Make Online Events Engaging 1. Send eGifts to attendees beforehand. Buy lunch during the interval 2. Gamify online events - Kahoot 3. Start an online coffee shop or evening pub session - buy a virtual pint 4. Reveal opportunities in this new world: who has shown further interest in my business? 5. Track behaviour after events INBOX EXPO
- 32. Play 4 - Surprise Someone 1. Understand which prospects are engaged 2. Make a difference to someone’s personal life 3. Send themselves something to make their time at home better 4. Make it shareable - kids, gaming, food etc 5. Don’t ask for anything in return 6. Track those who engage after delivery and reach out to help
- 34. Play 5 - Give Someone Your Time 1. Don’t ask for anything in return 2. Show you are there to help and provide advice 3. Engage with someone you can share valuable insights with 4. Don’t sell to them 5. “I’m here for you”
- 35. Play 6 - Start A Referral Scheme 1. People have come together and want to help 2. Refer people you know could benefit from someone’s product in your network 3. Ask them to do the same for you 4. Connect people and create new conversations
- 36. Play 7 - Reschedule 1. Reschedule cancelled events meetings 2. Prioritize based on previous intent signals. Build from there. 3. Give them a reason to attend “I was going to speak to you about XYZ - is this still of interest in these testing times?” 4. Reward them for their time
- 37. Play 8 - Do Something Good For The World 1. Find a way to help businesses 2. Think of charities and local businesses 3. Help people find jobs
- 38. Play 9 - Don’t Forget Your Customers 1. Show you care about them 2. Do something they wouldn’t expect 3. Identify the ones you can engage with, and prioritize
- 39. Final - Plan For Normality 1. Plan how to engage when they get back to the office 2. What will make their day and remember you? If you’ve done all this right then you’re the first one they will call...
- 40. There is always room for success
- 41. Q&A
Editor's Notes
- #4: AC to introduce AO to explain why we are doing this. Was on top of Empire State as visiting US office. Trump announced ban. While at airport started looking into our own Leadfeeder activity. Messaged Andy saying we need to help people right now.
- #27: MC to explain this - these are the things businesses need to be doing now. We can’t stick to our existing strategy.
- #28: AO - Focus on opps and leads who are more likely to be in the market for your product. We’ve been focusing on the most active accounts so we can prioritise who to engage with right now. We don’t want to start a whole new cycle with cold prospects who have no idea about us.
- #29: AC - I think you should run through this
- #30: AO - your old methods aren’t appropriate right now. Cold sequences from your SEP “bubbling your message to the top of their inbox” is insensitive and will only irritate prospects. AC - know the message which most suits based on behavior. Don’t waste people’s time. How can you use the brand interactions to further build equity with individuals. Be standout. Suggested tools - Vidyard, Zoom and Loom
- #31: MC - be respectful about how you add value. AC: will cover point 5
- #32: AO
- #33: AO - points 1 and 6 are about Leadfeeder. Understanding which existing prospects are visiting your site and engage with no CTA. Once items arrive, understand user behaviour and follow up accordingly
- #34: MC
- #35: AC: I might add a point here in terms of figuring out the right people to approach based on some form of intent signals. Again, we don’t want to be reaching out completely cold.
- #36: AC: I can add a few notes here on how the world has become a global community and how amazing it is to have seen so many people reach out to one another asking “how can I help you survive?”
- #37: AC: I can make a comment on point 2. It may be difficult to prioritize all of these accounts, look for those that were most engaged previously based on their web behavior, and follow up with those that showed most interest in the past.
- #38: AO - a business I know is changing their gifting strategy to give the monetary value towards charities to help those in need. Build credibility and trust
- #39: AC: I can add a few comments on point 3
- #40: MC - track your accounts and start engaging based on activity data. When everyone returns to the office intent data will go through the roof. Re-configure your CRM, clean the data and work on better ways to engage after this is all over. You will learn new methods that you want to keep during this time. I predict that we mill become more targeted, better listeners, be more empahtetic and learn to understand people’s situations better.
- #41: AO - the best companies are the ones that have stayed true to their brand. They weathered the storm during a financial crisis. We can do so in these times