Empower your PR strategy with our lead generation funnel b2b for public relations

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hi everyone and thanks for joining us either by linkedin or youtube your time is valuable so we will get started straight away uh welcome to our b2b lead generation course and thank you to those people who are here because they're considering engaging with us for our lead generation training or any of our other courses uh i'll be giving a very brief overview of how we work with clients at the end of the video please use the q a function throughout the session if you've got any questions however we typically run out of time in these things so if i don't get a chance to answer your question please use the comment section section if you're uh watching this via youtube later or the linkedin event page section uh which is where you signed up for this particular event so uh lead generation and when we think about b2b lead generation there are obviously your outbound strategies and your inbound strategies and many companies are doing both and i would suggest if you're not then you should be doing both outbound and inbound it's not a choice between one or the other and they should be working in competit combination with each other and they should complement and work together so uh five hacks as is what what we're here for uh i would suggest that the first four hacks would typically be a traditional sales orientated outbound lead generation uh and the fifth hack number five uh is focused on inbound lead generation but they did absolutely complement each other and work together so uh hack number one the recommended search uh what what i'd like you to do is if you could open your browser and skip over to google open a new google browser and move to your linkedin profile that your homepage on linkedin and if you could then just navigate up to that search bar in the top left hand corner right and once you've got there if you could just give me a thumbs up in the the chat so that i know that you're ready to go okay so what i would like you to do is in that top search box the the top left of the your linkedin page type in recommended now don't type in sales training because you're not a sales team but type in whatever it is that you do so recommended uh ifa recommended uh software provider recommended uh pension specialist whatever it is you do now you'll have to play around with this because people people use different words and sometimes they'll be searching by the the individual if you like in terms of the job title but equally they could be searching by uh using the the solution how they would describe the solution so you can see here you know when we do a recommend can anybody recommend sales training that's what we're trying to pick up here and you can see straight away we've got people looking for a sales trainer and and this is live often sales people you know as salespeople we're struggling because of timing how do you know when somebody's in the market for our uh our value proposition at any one time this is getting people who are absolutely in the market as we speak now i know you're gonna say but wait a minute ian there's lots of competition it's almost like what i would describe as a pylon listen every deal that we're competing with you're up against the competition it's just the benefit of this is you actually see who you're competing against so you know our job in sales is to beat the competition is to go out and win these leads so you know the fact that there are other people being recommended and you may not even be one of those that's okay right we're in sales you know our job is to go out and and find leads and and convert them so here's another example where i've changed the wording from uh sales trainer to sales coach and again you can see can anyone recommend a rockstar sales coach you can see the text here i'm not for one minute saying i'm a rock star sales coach however right all of a sudden we've got a lead here that i can follow up on next up is uh here's one and a simple example i did on friday when i was putting this together can anyone recommend a crm so if you're selling crm right immediately we can see people who are looking for crm recommendations for a crm system so it will take you a little bit of experimentation a little bit of time but i i promise that this works this absolutely works here's another one here looking for recommendations good sales coaches and motivational speakers so this is what we call the recommended hack and and it's applicable to anybody i cannot imagine any industry where you will not be able to use this uh search so kind of have a thumbs up in the uh the comments in the chat if you think this is something that you can use in your business to generate sales leads so in the chat in the comments if you can just give me a thumbs up to let me know that this is something that you can use great thank you so hack number two b2b lead generation now this uh i i i see people uh there's a lot of say really good sales information out there and unfortunately the basic stuff which is often the most important gets ignored it really does get ignored now you know if you cannot different differentiate yourself between your competitors right you know you your products and services what happens is the buyer sees ahead of zebras everybody looks the same and when if you're the buyer and all the vendors look the same there is one point of differentiation that the buyer will always default to and that's price so if you're getting beaten up on price if you're struggling to beat your competition and wondering why you you're even at the same being considered with the competition it's becau typically because there's a lack of differentiation and remember and this is the difficult bit it's easy for us to think well we're different in some particular way it's not about us it's about the customer and they've got to see something different in us so differentiation is hugely important so on linkedin everywhere on your website on your in your sales proposals right you can see here right this person here has uh basically downloaded some templates from google right and they're just uh uh firing out these templates willy-nilly you know if you look at the text here hello how are you your career is awesome that person doesn't know me they know nothing about me right why would i believe them why would you start try and start a sales relationship based on a lie just don't do it it's never going to work right why would you start a sale try and start a sales relationship without being authentic and real now your career is awesome you didn't you didn't look at my linkedin profile you didn't refer to anything in my link to improve about jobs that i've done you didn't look at the website or tell me anything about the business that i run so there is no personalization here whatsoever right and you just fall into that uh bracket of looking like everybody else who's trying to sell on linkedin but doesn't actually know what they're doing so don't use templates we never give away our messaging templates because the minute we do they lose their value why would we give away the gold dust right that our clients are actually paying for because it devalues our service to them as well every customer we get has got different messagings bespoke to them right so please don't use templates if you're trying to sell on linkedin next up it's really funny the older i get the fatter i get the more grey hair i get the more beautiful young girls want to connect with me on linkedin now it's not this lady's fault that she's beautiful however this pension company has got an employee profile to to rival a miss world lineup now again that that's not their fault uh that that could be their hiring policy however many of the profile photos are actually stock photographs the stock photos which makes me think that this individual here doesn't even exist and again i go back to you right and and the question is why would you want to start any form of relationship without the truth right and why would i want to trust a pension company with my pension right if they're not prepared to be honest opening up front with me is that the sort of company that i would trust my pension with uh i i i don't think so uh next up uh do not spray you know this spray and pray so if we look at this here immediately in the job title right now this isn't a job title they've been on some linkedin training course and somebody said to them oh you need to have what it is you actually do in the job title well guess what i look at that and i immediately go oh this is somebody that wants to sell to me this is somebody that wants to sell to me now the more you try and sell the more unsuccessful you will be so the the minute i see this i immediately hit ignore i'm never going to connect to this person because i know the minute i connect they're going to try and pitch to me i and and you know if for no other reason that but let me add on to this look at what they're selling they're selling you know will help you uh helps coaches generate high quality leads we do lead you know lead generation training for a living so you know they're trying to sell fish to fishermen here you know there's their chances of being successful selling me lead generation when i sell lead generation for a living right are slim uh so look at your job title right and if you've been on some linkedin training course with the greatest respect right you think about it if you're the other end receiving this right would you like to receive a message that immediately that is telling you i'm coming to sell to you you're in my radar you're on my radar right i've got you in my crosshairs and i'm coming to sell to you you're much less likely to accept so uh on that premise if it walk talks and squawks like a duck it's a duck guys the most important person is the prospect uh not us right we've got to get away from talking about us we've got to get away from things necessarily about how we do and think about all the time we've got to be providing value so uh you you go on linkedin i was on some webinars last week and for example the presenter starts off and there's 10 to 12 minutes about the bio running through the bios of all the presenters with the greatest respect who cares right i would encourage you to to watch back the recording of this session and see how quickly we got on to trying to deliver value look at the timeline and we tried within seconds not minutes to try and start delivering value for you right i'm the least important person here all right do you want to log on to a webinar and see that the logos of all the companies we sold to you know the the my story about how i was fat and now i'm thin how i'm rich how i was poor and now i'm rich how am i married the super model and how i you know raise money for for homeless children you know all those stories and everything they're following this formula that somebody's come up with and it just it's the same formula all the time and we you know as a presenter you know as a salesperson you're not the most important person the conversation should be focused around the customer how you can help them how you can deliver value so and if you're interested in me in any way shape or form i know that people will go to the website and look on the website so it's not like i'm trying to hide anything they will go to the website if they've got any interest but and you're welcome to do so but i promise you know all you'll find about me is i'm i'm completely unremarkable i'm just an ordinary person uh this other phrase that sales people are all using now you know let's get in a call and see if you qualify well do we really expect prospects to do we really think that a prospect wants to go through a qualification process think about it think about it psychologically you're either going to qualify you're not going to qualify now when you qualify it sends a message that you're not good enough in some way shape or form and that's just not it's just not the right language even if if nobody else was using it but your problem is that there's eleven thousand five hundred and fifty seven people in your region all going around all sales people around oh let's jump in a call and see if you can see if we can qualify or let's see if we're a good fit if it walks talks and squawks like a duck it's a duck and i repeat the harder you're going to try and sell people the more resistance you're going to get and the more unsuccessful you'll be now i i would encourage you to be completely open and upfront and we will tell you in advance what our qualification is it's on the website uh we're completely upfront about it right number one you've got to be in b2b everything we do is focused around b2b number two you've got to be hungry you're hungry and motivated for your own success and number three you've got to be open and committed to change changing the the sales process sales behaviors that you're currently doing for for the the strategies and tactics that we're going to show you so i those things are are super important because uh without those we can't help anybody but we tell everybody up front and it's as simple as that now the great thing about being open and up front is that you only start to get calls from those sorts of people now i'm not suggesting that you shouldn't have an icp an ideal client profile but i would encourage you to do as much as you can to get get your prospects to disqualify themselves i i don't want to spend my time qualifying people i would much rather people went on a website and went oh look that's just not for us that's not what we're looking for that's not the right price back bracket he's not the right trainer for us i would much rather people went on and actually disqualified themselves because you know we're not for everybody and i understand it but so so by all means have an icp but also be upfront and encourage people to disqualify themselves and when you get this right i promise you you only get calls from the right sorts of people so this is appointment and people can book on uh into my diary online in certain areas of the website so i don't get any tire kickers booking in my diary this is a ceo of a hundred person uh small to medium-sized business who wanted to discuss consultative sales training for around uh i think it's six six seven eight people now how cool is that a qualified sales lead right booking themselves into my diary now you will actually find that some of the people on this webinar right are actually from that same organization there you know on this webinar to check out if we're the right organization training organization training partner for them which is great and you know it's not just that you know we've got people coming to us from live chat so if you can see here this this particular person is from paris this is a software company in paris looking for training in london i'm up here in edinburgh and we're still we're getting leads from everywhere right we're getting leads from everywhere so that's the great thing about being online and you know the new world whereby you know uh we're not necessarily stuck to our traditional uh patches you know we can sell to anybody anywhere in the world right you know we've got clients in north america singapore uh got clients in canada uh the world literally is your oyster guys and think big and and again you know we get clients coming through from linkedin uh this is the uh ceo of a group of companies who wants training for their md's now look look what is oh one of the things they want covered is differentiators so again differentiating is really really important so this is is so relevant guys so uh next up uh b2b lead generation hack number four no more connect and forget there are 722 million members on linkedin you do not need to connect every single one to make a good living you do not need to connect to every single one to to hit your sales targets and neither should you you know if you try and sell to everybody you'll end up selling to nobody now what i would suggest is you've got most people on linkedin do not have a strategy and here is a really simple strategy split your database into customers influencers leads and connections now customers are obviously customers influencers could be people within your industry they could be press contacts they could be contacts and industry organizations or industry bodies they could be just thought leaders within your industry but they are influencers uh excuse me uh split your list customers influencers leads would be i would suggest that you've got a a a target list of minimum 50 companies that you're targeting and and i would encourage you to think big right think big right and you know because then you're going to increase your average order value get a list of at least 50 leads that you're following right and you're interacting with uh on linkedin and then get a list of all your connections they would be your first degree connections and you can then message all these people and nurture them you've how many people connect to you and then other than saying oh thanks for connecting you never hear from them again i most of us could get 20 growth just by nurturing our first degree contacts now how do you put this in a process simple spreadsheet down the bottom here the tab behind the uh the the the screen the webcam video the airbag your pardon will say customers then you've got a tab for influencers connections these and all you do is just work your way through this it's as simple as that work yourself through and all of a sudden you've created a contact plan for yourself right and you can uh reach out to these people on a regular basis and comment like visit and if you want to phone now uh it may well be that you you're gonna have to wait till a certain point and they've warmed up where you're gonna phone but the phone is still very relevant right the the phone is the number one sales tool uh if you if you manage to master it and get it right so uh again i'll share that more than happy to share this but please no more uh connect and forget uh next up uh lead generation hack number four do you remember the uh hack number one which was the recommended search everybody remember that one here's the gold dust so make a list of those top 10 to 50 organizations that you're targeting right and then work out what search terms they would be searching for to get sales leads for them and then what you do is you then have got what what better excuse to contact someone than say hey george i just came across this person this company looking for a crm provider right and i thought that might interest you so take those top 50 companies that you're targeting work out what would be a lead for them right work what the search phrase would be right and then you've got actually what gold does to give your prospective customers and also do this with your customers so this might sound like a lot of hard work but make life a process so once you've worked out what the search terms are plug it into google alerts go over to google alerts plug and recommend uh i say microsoft recommend the crm recommend a butcher a baker a candlestick maker right and then you're gonna get updates straight to your inbox sales leads for your customers straight to your inbox every single day and then you've got an excuse to contact them now lots of sales people are contacting customers and target prospects without providing any value this is providing real value guys so and it's easy and it's free it's super easy super free so uh in one word uh please type in in the chat and in the comments section what your thoughts are on that particular hack just in one word if you could please type in in the chat what you think of that particular hack okay fantastic thank you thank you okay moving on i'm conscious of time so hack number five b2b hack lead generation number five let's move up again now and let's talk strategy now training's great but training is is tactical strategy when you get it right this is a game changer so training's great love doing training uh training is fantastic but strategy and and part of the training we do include strategy right strategy is the game changer so uh what is the free ads hack and how does that apply to b2b lead generation so uh i'm sure some of you either in the past or or maybe more recently have been in your local corner shop and uh somewhere near the entrance there's a notice board and on that notice board all the local contractors all the local tradesmen have placed a business card that the patrons of that corner shop have placed that business card in there and they hope to attract uh somebody who's some other uh shopper who's coming in and they then see oh i i i'm looking for a carpenter uh here's here's john smith carpentry so you might find this in in barber shops i've seen them in my my local barber's got one uh you may have seen them in other supermarkets sometimes i believe the supermarkets one you typically have to pay for but in these ones it's a free ad that the the local tradesmen are putting up there uh to attract business now the the what we're trying to do is if we think strategically most of our clients have got a great product and service but what typically happens is when it comes to awareness now if we look at the chart here on a one through six one being lousy six being perfect most of the people that we work with have got a product or a service that is a four or five or a six out of ten uh four or five out of six in terms of the quality the reputation of that product or service however right the the reason they're struggling is that there is very little awareness in the marketplace of them their products and services their brand uh their sales people now if you think about it the top brands the very top leaders in any industry are all in this top right hand side where they've got a great product or a great product or service and they've also got number six in terms of awareness so you know coca-cola everybody's heard of them starbucks and apple now remember it's only awareness within their target audience and you don't need to have awareness throughout the world like these guys do right it's just awareness with your target audience and that goes back to your icp right that's one of the benefits of hunting your eyes having a strong icp so google is the modern day equivalent the digital equivalent of the corner shop notice board now there's 722 million members of linkedin really powerful platform on google there are 140 000 searches per second your prospects are on google right now searching for your products and services and unless they find them right they're going to go to the competition the free ads right what we need to do is we need to get our free ads onto google you know this this is the game changer for uh lead generation so again right really important that i i demonstrate there are no smoking mirrors here this is a screenshot so everybody uh again if you're watching the recording if you're watching on youtube pause the video please skip back to your browser and double check this type in training for telesales just as it shows on the screen there type in training for telesales and when you've done that give me a thumbs up and in the comments if you can see closers underneath the top three paid adverts now i i i'm not against paid adverts however uh paid adverts most people depending on the country and the culture uh certainly within the uk most people just skip past the paid ads and you know i'm too cheap to pay for these ads when i can do it for free why would you why would you pay for an ad right when you can do this for free so again pause the video i i would like you to know that this uh this is genuine this is real pause the video and see if you can type in this uh training for tele sales now you're gonna get different results based on your uh language your geography i know there's people dialing in from all over abroad uh all over the world you might get different results uh however it's the concept here and you will see enough people in the comments and chat say with a thumbs up saying that this is real i'll just give people a chance to do this great okay i'm seeing thumbs up now good so now remember right remember a qualification greedy will uh qualify qualification criteria you're going to be in b2b you're going to be hungry and you've got to be open well and guess what i'm hungry i'm so hungry right one free ad right is just not enough for me so here is over 40 i think when we put this date together on friday there's 41 free ads on page 1 of google 41 now again i would encourage you pause pause your video right go back to your google browser check any of these keywords check any of these phrases that active you know our prospects are actively searching for i believe somebody is actually on this uh webinar because they were searching or one of the colleagues were searching for sales training for consultants so this stuff works this stuff works and i would encourage you to to understand how this works and and do this for yourself so and not only not only we fix degeneration now right you know we genuinely don't have time to do any prospecting uh we fixed lead generation now but these ads these free ads are going to be in google for the next four or five years as long as i don't do anything rash you know and i just sort of do nice things from a google perspective i these things are going to be up here for for the next four or five years minimum filling our pipeline uh last month we'd had a new client come on board from an article that was written in february 2020 right now it doesn't take that long to get um to get a lead or a or a customer from it but what i'm demonstrating is the residual value in my mind there's too much what i've described as chip shop advertising uh chip shop marketing where there's a lot of stuff going on and by tomorrow it's all forgotten about it's gone this has got a residual value right and this will serve our business for the next four to five years now imagine what it would be like to sit and think to say wait a minute i don't have to worry about leads for the next four to five years how cool would that be again you know i would encourage you i i don't want this uh anybody to think that there's any smoking mirrors here i'd encourage you to stop the video stop the replay the recording go away go to your google browser and check all of these now on top of this what's really important is some of you are going to be thinking well uh you've paid somebody to do this this number one was 100 free no cost to this at all other than my time i did every single one nobody else in the business did this i did every single one of these no contractors involved no agency involved and we don't have a marketing department so 100 free no contractors no agency no outside agency and no marketing department now am i saying that you should not use an outside marketing partner as a contractor as well i would argue that those each of those articles has got some what i would describe as hopefully subject matter expertise in it and you you as the salespeople you as the business owners use the leadership team you are the subject matter experts not some outside contractor or some outside agency so it's not enough just to have a free ad there when they actually click on the free ad you've got to be providing some form of value or they'll just skip off so you know this is the digital modern 22nd century right way of prospecting right that is is applicable for everybody so uh thumbs up in the chat if you like the the free ads hack for lead generation thumbs up in the chat if you can see that being a root for your own lead generation brilliant oh sorry i skipped forward there uh so a little bit more information on the free ads you can see here this is the software that we use to track everything and you can see we have 65 free ads in the top three listings of google so page one top three entries on page one we've got 65 there's 115 on page one alone in the top ten so yeah you could tell we're greedy right and and this is what creates that consistent flow of leads inbound leads into a business so uh this was uh as of friday the 8th of october 2021 which was when i put the the deck together at the end of last week so uh 65 in the top three and 115 in the top ten now uh some of our competitors may stumble across this video some of our competitors may think well okay we'll we can do this yes they could do this however if you can see look at the daylight look at the clear daylight that we've got between our competitors down here now these are multi-million pound organizations multi-million pound very successful training organizations and look at closers up there now this one up here is hubspot hubspot's not a direct competitor of us however they compete with us for search terms because because they're selling sales software they're trying to compete with us on a lot of the the the search traffic so and and to be fair to them uh i would suggest that they are uh excellent and probably one of the best at what they do and we put them up here because they're a good benchmark for us to compare ourselves with you know we need to be better than the best right you know just you know we don't want to be down here thinking we you know we're going to be better than hubspot you know we want to be better than hubspot so i but the important thing is we've got clear daylight between us and our competitors even if they all of a sudden switch on how to do this right and they get motivated to do it and they get hungry to do it it will take them i don't know 18 months minimum to catch up with us and and we've not stopped we've not stopped we've got i've got a backlog longer than longer than your arm in terms of free hours that we're working on every single week uh that we're working on to to keep that uh clear and present uh distance between us and the competition now again some of you are going to be saying to yourself well wait a minute i'm uh i'm in sales uh you know we don't have the time to do this we we don't have the resource to do this so forgive me the uh webcams covering this however you can see that uh i'm just wondering if i could show you this uh i could talk you through enemy so hubspot they've got 720 people in the marketing department they've got over a thousand people in sales when i go on linkedin sales navigator i can do the search i i can i can tell exactly how many employees they've got in each department they've got 681 employees in business development now they've got uh in the top 100 number of keywords they've got 100 270 and the average position is 20. so the average position of all their keywords is 20. closers nobody in marketing nobody in sales nobody in business development growth that's me right that's me one guy now we've got a team of people who do the delivery we've got a team of people who do the delivery but they're focused on delivery i'm the only one that does the lead generation now why am i calling myself growth and not in anything else well uh most of our customers come to us because they can't generate enough leads they're not doing they're not getting the sales they want and that's because everybody's still using this traditional silo uh organizational function of marketing and sales you've got to bring sales and marketing together the best marketeers can sell the best sales people can market you've got to bring them together and focus on growth focus on growth right you know the metrics for growth are way more important than the metrics for marketing and sales so we're going to be doing a video on this uh in the future but i would encourage anybody if you're still and your organization is still traditionally structured in terms of sales and marketing like you're missing a trick switch on over to growth right it's it's super simple super easy uh however i understand they're going to be sales people on this webinar who they've been sales people's all their life and they they don't want to lose that tag i've still got the tag on linkedin because the linkedin algorithm uh and my job title is based uh on on sales trainer sales coach so i still use it but in my head in my business we're focused on growth and i'm the guy in the growth department so i i'm not showing you this to brag in any way i'm showing you so that you you can see like we don't need a team of a thousand people in marketing we don't need a team of a thousand sales people right if whatever size your team you can do this you can do this it's that you know it's the what's that saying that we use all the time it's not the size of a dog in the fight it's the size of fighting the dog and again i go back to you've got to be hungry so uh hopefully this makes sense uh there were some people who are on this webinar because they're thinking about trying to understand how we would work with them thank you i really appreciate your time typically everything that we do is in teams we do do face-to-face training but it's supported by teams so that we get the new behavior strategies tactics embedded after the training which is the most important key to getting results uh inside the team's channel you've got access to all these different templates and tools that we use uh ideal customer profiles perfect prospect pro profiles so that you can exactly uh you know make sure that you're fast tracking your sales and i've lost track i think there's around 100 different templates that we that you would get access to so uh that's it if you'd like to get ahead of the competition and start generating a consistent forgive me if you like to get a head of the competition and start generating a consistent flow of sales leads uh just follow these five hacks uh and it's almost impossible not to sell more if you just do those five hacks uh most of our customers uh our clients then is not just hungry they're in a hurry and our job is to provide that fast track process so that they don't waste their uh waste their own time trying to work it out you know it's taken us years to work out all this stuff so uh most of our clients are in a hurry for that success which is great uh and what they don't want is to lose the next 12 months of market share while they're trying to work all these things out so if you and somebody if you would like to take on the big brands in your vertical and and win create a repeatable and scalable lead generation process and most importantly never have to worry about leads or your missed sales targets ever again uh please contact us through the website at .closers.com uh just a reminder uh you've got to be in b2b you've got to be hungry and you've got to be open to change and committed so uh please feel free to reach out to us on the website via the website or linkedin whatever works for you and lastly if you're watching via the website or via youtube if you've got any questions or comments please feel free to reach out to us and please for the youtube guys please hit the thumbs up and subscribe thank you so much for your time and have a great sales day you