Do you ever think to yourself,
"if we could just have a more consistent flow
"of good sales opportunities into our pipeline
"we'd be so much better off."
chances are you've thought of that
for either yourself or for your team.
My name is Marc Wayshak and I'm the founder
of PipeRev, and we are a pipeline generation
agency that actually helps clients
blast through sales goals by generated a steady stream
of new sales opportunities.
Now we actually do this for organizations
but in this video I want walk you through the actual process
of how we help clients generate more pipeline
than they've ever had before.
And you can model these exact same steps
for your own organization.
So let me walk you through exactly what they look like
right here on the white board.
So step number one is we need to first understand
the math of exactly what we need to accomplish.
It all starts with the math.
You want to first think about
what's the actual sales goal?
Right?
So you need to have an actual dollar goal.
And then from the sales goal,
now we start to work down.
We work downwards to understand
okay how many sales per month
does that require?
So now we know how many actual sales,
then we need to understand how many leads per month
are going to be required
in order to actually hit that number of sales
and so,
that's where this all starts
is leads, or opportunities.
Okay?
Understanding that math though is so key,
and you may be saying "Marc this is really elementary."
but so many organizations don't really understand
exactly how many leads or even appointments they need
to have in order to ultimately hit this.
So that's step number one,
is understanding the math.
Number two, is we need to now
target our ideal prospects.
And so
what we need to understand here is,
who exactly do we want to be actually talking to?
Who do we want to be having those conversations with?
And who do we ultimately of course, want as our clients?
Now, the other way of looking at this which I find
just as effective, if not more effective,
is knowing actually
your ideal prospects, we call it, "nemesis".
So who is that prospect that it can be tempting
to go after but in reality,
it's not really the person you want
to be doing business with.
This could be
an actual person,
it could be a type of a company,
it could be a particular location.
Getting very clear on who you
don't want to do business with,
is going to be really, really important.
So some of the questions you want to ask are, you know,
who is this person that we want to be going after
or not going after?
What do they do?
What's their title?
Where are they?
Other key factors like industries, verticals,
company size, revenues, whatever it is,
but getting very, very clear,
in getting down to this ideal prospect,
so that way at the end of the day
you have a pretty small pool of people
that are ultimately going to be your ideal person.
This is so key, really getting to that ideal person.
And that's exactly what we're doing,
is really narrowing down on exactly who
we want to be going after so there's no wasted energy.
Now for step number three,
which is all of the ways that we can actually
personalize our outreach at scale.
So what we call this is,
personalize,
personalization
at
scale.
And so this where we're going to actually start to
be really thinking about how can we
have personalized messages?
which typically come through the form
of a cold email,
or possibly a phone call,
maybe some kind of targeted outreach on LinkedIn
whatever it is, but how do we make sure that
we're actually personalizing that outreach
but in a way that's efficient and doesn't require
someone to do 30-minutes of research
every time they're making one outreach.
So what we want to avoid on the one hand is we never
want to be just sending out, for example, that blast email.
Okay?
Blast emails are really, really bad.
Right?
And then on the other hand,
we want the types of responses that we're getting
for our clients are typically things like:
"wow, you really did your homework,
you really understood our business,
and what we're looking for."
So getting to that real deep level of personalization,
and really thinking what are those types
of areas that we can really personalize?
It could be, you know,
it could actually be personal details.
Right?
But it could also be,
you know,
business events,
key occurrences, things that have taken place,
new rounds of funding,
whatever it is though that's showing that
you're really understanding them,
and so that way they don't think to themselves
when they're receiving an email from you,
or in this case from us,
they're not saying to themselves "okay, this clearly
part of one huge blast out to a lot of people."
and at our organization this is really
a two-tiered approach. one is that it requires
both using tools, like artificial intelligence,
and different algorithms and then of course list-building
services, but on the other hand it just requires
some good old fashioned human research.
Good research is really, really important.
So that's what actually leads us into
point number four now.
Which, I think we can see this, is actually
mining the data.
And so I gave you a little bit of a hint here
about what this looks like already.
But this is really where any campaign
is going to succeed or fail.
It's the quality of the data.
And so if you just go to a company and buy a list,
for example, you can't just take data and plop
it right into emails,
because it's going to be really clunky.
You're going to be referencing their company name
and it's going to be "ABC Company, Inc.", right?
Apple Computers is actually 'Apple Inc,'
but you wouldn't refer, if you were sending
an email to Tim Cook the CEO of Apple,
you would be saying "Tim Cook with Apple Inc."
you would just use Apple.
And this where it requires a high degree
of really good data quality and this is where
we're really getting into
a suite of using different tools
out there that you have at your arsenal,
and then of course, is just human.
Good old fashioned human research.
To really clean that data,
that personalized data to make sure that
when someone is receiving an email from you,
or your organization,
that they're saying to themselves
"Wow, this is really a thoughtful, personalized email."
when in fact, what it really is, is basically
a templatized outreach,
that is using really
high degrees of personalization.
And I mean that's really where you start
to get into some powerful stuff.
And that's actually what leads us into this next step,
which is actually
we'll move over here,
which is laying out the prospecting
campaign.
So a prospecting campaign,
again this is where we start to get into having
a truly consistent prospecting approach
and one of the things that we need to do is understand
all of the steps up front.
The problem with a lot of
individual salespeople do in prospecting outreach
is that it tends to be pretty inconsistent.
And so what we've discovered as an agency is that
by using a suite of tools,
and a really thorough prospecting campaign approach
up front, understanding every single step that's
going to happen,
in this whole process,
we now understand exactly what that whole process
is going to look like.
And what we're doing is we want to be providing value
on each and every touch.
And so that's a really key idea is that every touch,
whether it's a
LinkedIn outreach, a connection request,
or some kind of a message,
or some kind of a warming up using LinkedIn advertising,
that there's value so there's
actually giving them something.
The prospect is saying to them "wow, okay, these guys
are experts, they've provided me some value."
of course if it's an email, if we're sending out a series
of emails to prospect,
it's not just what we call "the old bump email",
where it's just if they didn't respond to the first one
just "following up" on the second one, right?
Every single touch that we're doing
we are going to be creating value.
So think about what can you or your organization
really be offering of value,
every time that you're making that outreach.
And putting it within and entire prospecting campaign.
Okay.
And now
that leads us to the next thing,
so I'm going to scroll across this area here,
and now is where we get into actually
the meat and potatoes.
Which is to implement.
And implementation is obviously
everything, right, I mean this is what
organizations pay us to do,
is actually to implement the whole process.
But having said that,
you can do this on your own.
If you're an individual salesperson
or you are a founder of a start up and you're saying
"look we don't have a lot of resources."
you can actually be implementing these campaigns
yourself it just takes a lot of effort
and there's going to be some trial and error along the way.
But we want to use every single tool that's available
to us so in terms of how our email automation
is actually going out.
How we are connecting with people on LinkedIn.
Having a process that way it doesn't require
that every single step
is relying on you to do it.
Now there are a million different tools out there.
There are a million different tools for doing the research,
there are a lot of tools for
actually implementing the campaign.
One of the things though that's really key,
is understanding technical issues,
like deliverability of emails.
This sounds really silly but,
we find that a lot of our clients in the past
who have tried this and then come to us,
one of the biggest challenges they just have
is something as simple as
getting the email into a prospects inbox.
Because they're doing some things that are causing
Google or Outlook algorithms to say "This isn't really
a 'good' email."
and so it's not actually getting to the inbox.
And so we need to make sure that you are testing
your emails, making sure that they're not
being perceived as spam and all of that.
And then of course, in the whole implementation
process is knowing what that whole
follow-up cadence looks like.
For us, we like to see a cadence of about five to six emails
going out to warmed up prospects who have been warmed
up through LinkedIn advertising, because
we are typically in the B2B space.
And then we're sending out those five to six emails,
where there's value on every single touch,
and highly, highly personalized
emails going out every single time
and knowing what that follow-up
actually looks like.
And so, by the way, you can also be mixing them
with your follow-up like phone calls
to prospects that have opened the emails
a certain number of times.
So we can use things like actually leads-scoring
to really determine is this prospect,
they've opened this email now three times,
hmm, they're probably kind of interested in what
we're doing because they keep looking at it
but they haven't replied.
Well we can know that,
and then that can be followed up with
By a salesperson or an SDR.
That's really what the implementation piece
is all about.
And then lastly here, because I'm kind of out of room,
but this is pretty easy which is just test,
and
repeat.
Test and repeat.
And this is really so big and this is where
a lot of organizations miss the boat
on consistently effective prospecting campaigns.
We want to split test every single thing
that we're sending out.
So on any campaign that we're doing,
whether, by the way, it's using advertising
or a cold email, we are testing every email
with different variations and determining what works.
And so we are actually letting the data decide
which is more effective as opposed to what we're doing.
So we, obviously, have some hypothesis about
what's going to be the most effective
subject line for an email,
or the most effective call to action,
or the most effective sales asset that we're going
to be giving away to a prospect or
in an ad copy, we're obviously testing it,
and we're making bets internally on what's
going to work, but ultimately,
we're going to be split testing
everything.
There we go.
We want to make sure that the data is making the decision.
And once that data has made the decision,
now we start to refine,
and then we keep testing.
Forever.
We never get complacent because this is so big.
So big, we've got to always keep testing
and making sure that what
we're doing is continually working.
Because what's working today,
may not work tomorrow.
So those are the strategies for building
this whole process and I know I've laid down a lot here.
But if you are a sales leader,
or a company founder and this is a process that you think
you might actually want us to help you set up,
we'd love to actually send you some free leads
to show you exactly how we think and work.
So think of it as a way to just test drive us,
and a way to really kick the tires.
Plus you get some free leads for your salespeople
to go make calls on.
So actually just click the link below
to fill out the ideal prospect profile form.
And our team will get working.
Again, if you are a sales leader or a company founder,
just click that link that should be below
this video in the details,
and fill out that ideal prospect profile form
and our team will get working
on putting together some leads
and then of course we can set up a call
to talk about more about how we would actually
implement this whole process
with your team.