Revolutionize Your Outbound Sales Funnel with airSlate SignNow

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welcome to how to manage your sales and marketing funnel hosted by unstack and airborne app i'm zach rigo vp of sales and marketing for unstack we are a no code marketing platform built for founders and marketers to help them build incredible digital businesses my co-host is lee gladys lee i'll let you introduce yourself hi emily gladys co-founder and ceo of airborne app or sales engagement platform purpose built for b2b lead gen agencies so lee and i have some very strong opinions about sales and marketing so we thought we'd get together record and write down some of those opinions uh and really talk a lot about strategies you can implement not only uh in your outreach but really personalization throughout the entire experience engaging with a contact that maybe doesn't know your company from the jump so the first thing we want to talk about is being different with your outbound and lee i know you've got a ton of experience in starting from the ground up especially with airborne and your previous companies let's talk a little bit about your strategy for for building an outbound cadence but really more importantly the work that goes into creating really powerful content that is engaging for for your prospects yeah i i think zack um i think that you know most people when they start doing outbound it's always i'm gonna you know grab a list i'm gonna target a few people who i think i'm gonna target or who i think my icp is and i'm gonna you know create four or five email steps over a period of a couple days and i'll think maybe two days or three days is better than the other and i'll it's all guessing and then i'm gonna hit send and and that's it you wait and you're like i only got one reply or i got a couple of not so good replies from people and you quit and you stop um so you know before we get into what i feel is a great strategy to book a lot of meetings i've booked a lot of meetings uh doing this strategy and i've learned maybe the first few years of not booking so many meetings um and and what i learned was you know there's there's a a a little bit of an overview we want to do with outbound first anyone can do it right we all know anyone could do outbound if it's done right we know it's repeatable there's huge roi in doing outbound it's easy to get started but again it takes time and focus to get really good at it so some of the basics we want to watch out for we want to make sure we have product market fit or at least know who we want to target who your audience is who are you selling to the dollar amount of your offering makes a big difference when you're doing outbound this is mostly overlooked okay if you're selling uh a hundred thousand dollar a year offer compared to 29 a month offer outbound looks very very different and we're from like where you want them to land where does that lead go if you are doing outbound how do you engage with them once they hit your site is it a sales team what's the workflow a lot of different workflows for a smaller and higher price package so for everyone you know joining the call today we're going to talk about you know tactics and strategy and the first one is right around educational content building high quality content so we want to be an authority within your market you want to teach and educate build a playbook for your prospects around best practices build a blueprint for your prospects so why people find outbounds hard because there's nothing behind the email your prospects are not aware of your company they're not maybe aware of like the work that you're doing or if you're an authority prospects buy on social proof they buy on value but more importantly they really buy on the knowledge you can share with them so we need to go beyond the open rates and the connect rates like what's been delivered and what are the email stats we really want to look at like we need to re measure the revenue right marketing again it's always about measuring revenue sales we think it's always about booking meetings but at the end of the day really want to build authority when we're doing our outbound easier said than done but it's not hard at all just takes a little bit of time but we want to be educational with that content and something you wrote in here that i think is a strategy we've leveraged actually it's it's interestingly enough and we haven't talked about this it's how you became a customer of unstack uh i reached out to you to get you on our podcast right so you put a note in here that's like hey get get blog content get content from your target customers and and provide them value in that way and that's an interesting outreach strategy listen i wasn't trying to sell you when i asked you to be on the podcast i legitimately wanted you to be on the podcast but after a few conversations right we built a lot of rapport with each other we got to know each other and i think it's really interesting strategy that you've used at uh airborne is your contents written by your prospects like you're thinking about prospecting of how can i create for an audience by reaching out to them and asking them to create for themselves and i think that's like really incredibly powerful well the podcast is a great one um and when we connected i was on another podcast which is great because it's great legion it's great legion for the host and it's great legion for the participant but when you reached out to me i had no idea what on stack was and it was it was the timing was right because i was pulling my hair out with wordpress pulling my hair with repressed we actually got rid of who we were working with on wordpress and then i was like i went to my marketer and i was like look at this look at this it's like no code i can and we honestly we had it up in a few days like it was up and running in a few days which take which took us months so that's why we're like you know we become you know good good friends we good good friends so our content so so how do we do this and you know where do you take it from here right the content that we have the blog blog content is written by our customers so very much looking to build look-alike audience it adds authority you're speaking the same language as your prospects we're reaching out to prospects that are in the same playground where all their other prospects are playing they know each other they look to each other for knowledge and experience so we go to our our prospects and we're like we want you to write for us we want you to be part of our blueprint and we'll get to the blueprint later and it builds connection they see what we're doing they see us as an authority we have this amazing 50-page blueprint that we're releasing soon and they're like you guys know what you're talking about by the way what do you do maybe we should start talking a little more so this content shared with their network um it's something you're known for again maybe it's a podcast it's about the interaction though with your audience so you build the content with the right stakeholders it improves brand reputation this goes for sales as well you see a lot of sales people now posting on linkedin they're building their own brand they especially if they're a vp how to manage a sales team how to manage budget forecast how to hire how to fire and guess what people look at that and they're like i'm learning from you oh by the way you sell this product i'm actually going to take a look at your product so it doesn't always have to be your brand and again it doesn't always have to be the marketing team you don't have to rely on marketing like i don't like we have a fractional marketer we don't have a full-time team you know we can put this all together we did it you can do it too yeah one thing you mentioned about personal brand uh a lot of outbound companies and i have a lot of uh former colleagues that are now working for clients doing outbound or companies were doing outbound their marketing team is sending them a post a generic post with a generic landing page with a guide and saying hey post this post on your linkedin and i'll scroll and i've got you know four former colleagues that all work for the same company now and i scroll and i see all four of their posts are exactly the same so a lot of what we're talking about here is personalization one yes creating your own personal brand two personalizing to who you're targeting so most outbound reps are either targeting a vertical targeting a geography a territory like there are things that you can do that are small and nuanced but mean a lot to the persona you're going after so be thoughtful when you're when you're thinking about your outbound strategy we're going to talk a lot about that here and personalization isn't just you you made a great point you see the same four reps posting it what's funny is you'll see other people copying and pasting their same post and it's a completely different company and you see a lot of that and that's not really i don't that's not personalization right like that's not good for you be at least authentic so we're we're building this ebook and the reason why we want to build this ebook was because we're in a space where there's a lot of competitors in sales engagement but none of them are focused on the agency market or vertical so what we decided to do was we're not trying to create a category the category is already there what we really want to do is stand out as an authority now so how do we do that we go to our potential prospects we see leaders in that space and we're like we're creating this ebook for agencies that's going to help them build start scale grow their business there's frameworks there's blueprints in there we want you to contribute so we got 20 plus 30 40 people contributing to this to this uh ebook um and again they're like potential customers it drives great traffic we're sharing it with other prospects there's a ton of knowledge we get introduced to other uh potential uh customers the same way but more than anything we're really educating that market because now nobody has this blueprint it's amazing it's share with you know there's a lot of knowledge in there from a lot of other great agencies and again it's about authority so why so another thing is like when we you know when we email the prospect again it's not just about like hey i have a great product it's here's the work that we're doing here's the roster of customers we're working with here's an ebook that we can give them it's a piece of content that you know we worked on together it's a blueprint it's a framework and we can share it with so many new prospects every time we introduce them instead of saying hey here's who we are we're like here's what we've built right here's what we know maybe you're probably interested in this as well so and and the social scale that happens here so we've talked a lot about and we do a lot of content creation that is uh almost crowdsourced uh databox is another company you can look to that's got a solid outbound engine they've got a really good inbound engine also but they sourced all of their content by doing like crowdsource they basically send out to an email list a bunch of questions and they constantly get new people added to it and those new people become new prospects for them but they also get all those people to share so i get quoted in one of their blogs i then share their blog then my entire audience which is filled with marketers as well sees their blog so there's this social scale to doing a strategy like this where you not only get a new lead list because you're getting the contribution but you're also getting those contributors to share and more than likely their audience looks eerily similar to the one you're going after or you know to themselves which is always a really valuable strategy here's one of the easiest pieces of content that you can get that's going to get distributed tens of thousands of times if you reach out to 10 20 influencers in your space or just anyone in your market and you ask them three questions and say please answer one of the three questions we're going to write interview series and we're going to quote you and that's it it's the simplest one liner you can do send out that email i guarantee if you email 100 people you're going to get 20 30 people are going to definitely respond it they sh they share it just like you said with data box so that's the easiest thing you can ever do but not a lot of people do it and the other thing is uh i forget who said this but you're putting deposits in the bank account right you're giving them an opportunity you're giving them an opportunity those are deposits in the bank it's not one one day you're going to ask to withdraw in the form of you know a demo or a sale or time on the calendar to talk about your product but deposits in the bank account is what we're starting with here which is really important and you know part of creating the content and lee talked about creating the content first which i think is important because it is part of your outbound outreach and what what i see a ton and this is something that was uh you know is an unintended consequence of of getting like into a leadership role as you get a ton of outbound linkedin messages it is amazing like my old title was like general manager no one no one's prospecting for general managers even though they kind of should be because i had just as much sway if not more than i did now and way more budget um but you get a ton of outbound messages when you are a ceo right and most of them i've noticed are sending people to the home page and it's like whoa like that's not that's not who i am it's not targeted for me it's not anything you know about me the home page was built for everybody right it's the billboard for your brand um there are landing pages which are incredibly important that's a lot of the content we're talking about creating should be stored or gated with behind a landing page their product pages which are much more feature rich or service offering rich so um you know i use an example here of a b testing i've kind of created a funnel in the scenario we're going to talk about and then there's the calendar right and the calendar is to me an incredibly high bar like you should not be asking people for 30 minutes of their time without making a bunch of deposits right into the bank account with them either by providing them a ton of value with an amazing ebook that you know they engage with or doing a bunch of steps along the way but calendars is a really high bar to go after um and it's really important to use those throughout different pieces of the funnel and lee i guess we want to talk a little bit about how you how you go about distributing it we talked a lot about building the content now so i can i can tell you with like 100 accuracy that the last 100 emails that i've received from anyone in sales they never drove me to a landing page ever and some of the most successful campaigns we run and our customers run is i target let's say vp of sales build a landing page for vp of sales and i only drive that vp of sales to that landing page people are like a lot of people are scared like i don't want to have a link in my email well if your deliverability is good you have to worry about the link when you drive the vp of sales to the landing page that landing page only speaks to the vp of sales and it's so important to have the landing pages nobody i like i don't know why not enough people do it so when you're this is a difference of when you create outbound when you do outbound it's not about just sending the email or phone call or linkedin connection again you have to have authority pieces we talked about that already but it's time to distribute that content so you want to distribute that on your blog growthhackers.com facebook groups there's quora there are slack communities like you can even spend a little bit of money on like outbrain or tech target if you want but you have that content start distributing it because you don't need to sit on that content and wait for google to start driving traffic to your site it's going to be a while so start distributing it really really early and most of these things i just talked about growth hackers there's no cost facebook groups no cost quora no cost right so what happens when you start distributing that content and you start driving them to your site page right so here's our site page we're you know we've been running our you know our site for you know a few months we don't get a ton of traffic but at least i know that when i do outbound i see the peaks there's always the peaks 20 30 40 extra and then from there i see the peaks months later or weeks later the same person coming back over and over they may have not filled out something so then now what i do is i'll reach back out with content because i know that there's at least something there so you need to be aware of your efforts outbound what are you doing you need to be aware of the efforts you need to know like are they hitting your site how are you nurturing them you don't need a full-time marketing team to cycle these leads to you you can run this all on your own everything we talked about today unstacked airborne whatever you buy for your stack even data this is like total this is under 200 a month in product like it is not a huge budget and it's easy to get implemented so um you need to be aware of like how you're nurturing you know these these prospects yeah and and i think that we talked about personal brand as an outbound rep uh i think personal communities so so being proactive as a salesperson to promote the content in a way that is uh active like proactive not reactive like taking it and and going and posting it on quora answering questions on quora or uh reddit another great place to answer questions that a lot of sales reps are are screwing around on on wall street bets and whatever else trying to get rich like they should be they should be answering legitimate questions and threads that are happening in there with content that marketing is asking them to distribute again the default is marketing says post this on linkedin and you post it on linkedin you should say post this on linkedin they go and post it on quora and answer five questions with it go over yes on reddit and answer five questions and you'll start to see this compounding effect quora is one of the most heavily trafficked sites in the world and we have we have um i would let's say a brand ambassador for our company that posts content on on core and only in like a a month and a half two months of doing that there's already like hundreds and hundreds of views on that and at least i can attribute some leads to to that core content never mind three four years from now what that content's gonna drive yeah so you know these content campaigns are really you know important um if your marketing team is sending uh you either a blog post or uh the content as a as a pdf ask them to create a landing page i think lee's point is is really valid because what's going to end up happening is your sales team you're just going to send people to the home page and the home page is great again as an introduction to the company but if you're going to do these campaigns you want to be driving a very specific action so lee's point of title also source is really important also thinking about the content and teeing it up appropriately a home page is meant to be an introduction to your company no marketing or sales campaign should really be driving traffic there um this is just total brand awareness it is a piece of real estate on the internet and the reason is there's a huge amount of distractions on the home page so there's a header and a footer with you know we literally have i think 50 navigation links between the header and footer there are multiple components with you know multiple ctas going to different places based on what people are engaging with there's animations product showcases persona show it's just too much um and what tends to happen again i get outbound outreach all the time it's hey i'm with unstack.com and i click on the link and it brings me to the homepage it's like damn like that's not i i don't need all of this i'm way too distracted to take that you know split second decision to engage with your uh bit of content so any outbound that you are doing or any promotion that you are doing on linkedin or otherwise be very specific with where you're sending those folks so yeah we talked a little about like you want to promote that content the light the light nurturing within you know within the um you know the blogs the you know whatever wherever you're designing the post that that content um you want to figure out like where are you going to distribute that content and i think exactly the next the next slide will actually speak to this right here so we don't want to just sell you know book a meeting or you know the pushing of the content again you're gonna get much higher conversion if you're leading into a cold email with something behind it as opposed to we're great we work with these customers we're amazing you should buy from us as opposed to if you see the email here hey we did a webinar i think you're gonna get value from it there's some leaders that we talk to if it's an ebook if it's a blog post drive try sending an email and saying hey i think you're gonna really find value in this you know this content and email them that content you're not again deposits right you're not selling anything you'll you'll you'll see how it works for you because again you're not asking for anything whatsoever so this makes a huge difference when you're distributing content and you can just this could be like a filler piece within your email it doesn't have to be like the first or second or third email you can still try to pitch but i would definitely lead with something of value right from the beginning yeah and you know the call to action there was you can view it here right and here is a landing page in that email which is exactly is super direct it's got the content it also has a contact us so you know again a deposit in a free video they didn't have to do anything to get it just click the link in your email which is amazing because you can track that engagement we'll get into tracking and follow-up um but then there's where you send the folks right the landing page becomes key because it's dedicated to a specific source so in this scenario right our landing page is totally dedicated to founders and marketers that's the only person i'm targeting with this this call to action all the features i highlight super specific to their pain points um targeting with source and outreach so i'm not only just targeting with who i am as a who i'm targeting as a persona i'm also targeting the source so my copy that's in my outreach for this landing page is identical to the landing page it's very the the story continues on this page the other thing a landing page does is it eliminates cta or limits cta so the one call to action you can see here is let me try the one call to action on the webinar landing page from the example you had before was contact us they had a video that was free but you're driving all activity to one cta and when you limit those you increase your conversion rate 50 now if you layer a b testing on top of that you increase your conversion rate another 50 that's really meaningful so if you get 10 people there you know now you're getting 15 or 15 conversions instead of 10 if you're getting that 50 bump so you start to snowball really fast if you're driving traffic to a place that's got a single source of conversion and and that's really really powerful when we talk about you know you're doing outbound you're running campaigns you want to figure out how you're going to engage with these prospects so you don't want to just sit and wait right you don't want to sit and wait you have to figure out like what the action and activity is after this so i believe if we move a little further zach you know here you can actually see here's campaigns you know you want to look at maybe the clicked the next page here is like you want to look at the views but here's the important part when campaigns are automated there has to be intent behind it very important automation has to benefit both sides of you and your prospect there's no doubt about that so you run your campaign you can see who's clicked you can see who's viewed that doesn't make it easier for you to say i'm going to give them a phone call okay they clicked and viewed your emails a few times but if you don't benefit both sides you and your prospect you as a sales rep you're going to lose leads processes break and then content is not personalized so what i'm trying to say here is you run your campaign you get clicks views you get site traffic now if we i think i believe zach the next uh slide here i know if it's our slide traffic we're going to get to that in a second but you want to make sure that you're taking action on your campaigns the biggest mistake i see this is the number one mistake i ran a campaign it wasn't successful i'm gonna try again with a new batch start segmenting those campaigns find out take the list of who haven't opened at all find out who's opened the most who's clicked and break and segment them down and then put them into a new campaign deriving directing them to a new site a new page and because again you already know that you already know they're engaged some way or another yeah so tracking is key so tracking not only your email engagement but on site engagement so you know most landing page tools on stack does this bunch of other landing pages tool do does this uh who's visiting where are they converting what are they clicking on on the site same with an email what are they clicking on in the email where are they going and and those again are you know start to snowball into different segmentations in the email and when you build those campaigns you should be building a funnel into them which is why we talk about the product page next right which is kind of the next layer deeper you've made a deposit into the bank account with a piece of content that's high value now you want to make a deposit by solving a problem so the number one thing i think sales people miss in their outbound outreach and marketing teams in alignment with sales is we need to educate the audience on a pain point they they might not know they have we're assuming they know they have it sometimes in our outbound outreach but we need to educate them on it and that's what these great guides and blogs and podcast episodes and webinars do and then we need to solve it and you should be solving it with a product page that's super specific to a pain point you outlined above um so spend some time on that persona development right who are we targeting on the front end what are they doing and what happens when they click or open or register and then create specific products pages dedicated to those personas they should provide feature-rich overviews really detailed on what you're going to be offering to solve the pain point that they already clicked on so if they clicked an email on why my conversion rate's down okay the next thing we should talk about is a b testing and i'm going to solve it with a feature right here um social proof is also key so lee talked a lot about social proof on the front end this can happen all throughout your site but you should really start to personalize it not only in your email but also on your landing pages so your testimonials your logos the quotes you might put or customers you might reference in your email should all be tied together based on either the the user that you're reaching out to job title vertical um you know pain point they might have and how you might solve it we spend a lot of time thinking about this every page we every page we build has a very specific person or persona listed as a testimonial based on who we believe we're targeting with that the next piece in that funnel if they engage with the product page they engage with engaged with the content you sent right now we've now we've made some deposits we know that they're engaged with the product now it's time to start asking for calendar engagement again i see all too often the first outreach or second outreach is check out our website check out our company or check out my calendar yeah i i you haven't solved it you haven't either positioned a problem to me that i need to solve and you haven't showed me that you can solve it and until you do those two things you shouldn't present anybody with a calendar um but how should you present them with the calendar is also really important um so one don't ask for too much time be be you know kind to folks 15 minutes is plenty to at least get an introduction my first outreach to lee even though we were doing a webinar was 15 minutes to see if we could come up with a topic that made sense we spent five minutes picking a topic we spent 10 minutes talking about what each other does now today and we booked a podcast and then we closed a deal so interesting engagement point make sure they've engaged with the other pages so don't present a calendar until you've started to see if they've worked through some of your progressions in your cadence and sequence to least point earlier if they haven't opened any of your emails presenting them with a calendar is just another unopened email or at least a unsubscribed email and what you're doing is you're building the at-bats right like if you know that they've clicked or viewed or been to your page or more importantly i think coming up next is like have they been to your site so it's all about these at-bats right you're building up these points just like deposits you're building up all of this data to figure out you know is this prospect you know a good prospect for me because what happens too often is that we're just going blind we're looking at the clicks and views and only the clicks and views and sales people are sitting there and they're like well they only clicked in view they haven't replied and i tried to get a hold of them a few times but i keep asking for a calendar invite but it doesn't work let's be a little bit smarter let's think like be a little strategic and some tactical in there as well yeah so here's where we go we can actually flip right to the next next slide we want to build this automation wanna look at my outbound want to look at the data in the outbound what's happening with that outbound and now we want to look at actually who's visiting our site we see it all the time the peaks and the spikes within our outbound are always the highest when we're running outbound campaigns and then we take a look at that prospect and then a week or two later we see and we have triggers and flows we see when they come in and we see when they come in again so we know that okay from the outbound they may have visited the site fine maybe not a great way to call them right away maybe it's just too early don't ask for anything but again you can see that and track it over time over the next two weeks they've been by another two three times and it's you know it's been two three hours now so now you have a plan you have your flow that you can kind of see how things are working and this is again this is the best outbound that i've ever had success with is always about the site visits always yeah and i you know we have uh with unstacked you know worked really hard on giving some contact engagement insights so we actually tell you what people are doing on your site what content they're reading which is powerful i use it all the time my previous job which i was you know boots on the ground selling all day long uh the majority of my success was attributed to me becoming an expert on marketo in salesforce reporting and being able to create a joint report that went really deep on who looked at what and being really fast to respond i was just gonna say speed is key right so what happens you do your outbound it's been a week they're hitting your site again now what happens they're coming inbound don't be fooled right like you're gonna be outbound people they're gonna visit your site they're gonna see they're gonna do some research and they're gonna probably fill out not everybody but they're gonna fill out a form now so those leads are gonna come in how fast you respond again are you customizing those landing pages more importantly how are you automating that now so if you're a sales team you have 5 10 15 reps you can't wait for that report for marketing okay number one because it's not going to come right away let's face it right like it's not going to come the minute that person hits that site you're not going to be aware zach come on you know you know yeah i'm not going to come right away right now i'm going to come in right away true story this morning i set up an automation in hot spot to alert me to a specific action it hasn't been working so okay i set up an automation i screwed it up and i'm on the marketing team i'm also the sales guy so so most sale most sales people we all have slack right everyone has slack in their company so what we've done is we made it really simple um a lead comes in they hit the site they fill out a form it's gonna it's gonna see who the rep is in our crm and automatically it's gonna slack that rep so now the reps like i recognize that name i seen that name i probably outbound to that person i they can see it and now it goes in their slack and all that data is in our crm and we know that they've now filled out a form and then the rep can get to it right away they don't have to wait for the email to even go out to that prospect they get it in slack within seconds they can actually just follow up right away so like you're not sitting on leads for a long time and i think that actually goes to our our next slide here which we talk about you know mailchimp they get they sign up elite it goes out via mailchimp we're using copper um really easy to customize goes in copper we see who the rep is if it's tagged if there's three different reps they'll go to the exact same rep that originally did the outbound because that's the lead record put in slack and they get they get the email in slack from our uh our lead monster and the reps aware of it so reps are not flying blind when they know when leads are coming in we automate that whole process and anybody can i mean if if your company has any sort of crm or sales tools you can set up automations with zapier like this this is also really this is really really powerful so it's so important to have um and and i think the other thing is you know having that and having the engagement and understanding when people are hitting allows you to do the multi-channel approach um i've got one one person that's reached out to me on linkedin i don't know to his credit once every other day for probably a month i'm in some awful awful campaign i appreciate the hustle he won't stop so thank you but you know be multi-channel with your with your prospects because it's easy to find out where these folks are yeah so this is one that you know we can debate this forever and every salesperson will every coach and consultant any linkedin influencer will always have an opinion okay um believe and trust what i'm telling you is that all of the channels work when people like email doesn't work it's because they're just taking the list and they're sending for emails and they're not getting responses linkedin okay maybe linkedin linkedin seems it's working a little bit better right now um but linkedin again just like email is getting a lot of linkedin so now it's like less tone to it phone oh phones dad phones and the phone's not dead have you tried phone have you made 100 phone calls today this week last week i probably guarantee that you haven't so like don't be telling me that phone doesn't work either so the key is again depending on your market your icp who you sell to the value the dollar value of your product offering some of these work better than others but you do all three because if i've emailed you and find you haven't responded and i send you a linkedin but i actually get you on the phone at least it's a result of a no at least i move on and i can find out why and maybe you're gonna tell me why there's that one little thing that you're gonna tell me zach hey zach you're a marketer you should probably use our product we use this okay great zach like i probably i can i can fill in a question or two before you say no thank you move on but at least i probably learned a little bit of something and you're gonna learn a little bit of something in that email the phone i'm sorry you're on that phone on the linkedin and the email you're probably just not going to get any response whatsoever you're not going to get any educated or better about how you become better at prospecting but i know a lot of people booking a lot of meetings on the phone a lot of them and think about this look at the market for phone dial and i'm going off a little bit here like everyone else on linkedin they're all the same they have their own opinions but i look at all the phone dialing companies out there on the market there are so many sales engagement sure there's a lot marketing 10 times more phone dollar companies 10 times more why because people use them because they work simple as that so use all three so here's what we're looking at you know i like to send a linkedin gif content this is an offering educate them a little bit send an email a manual email tailor manual email i can do some research and again it's not about speed if you think that you're gonna send a thousand people i hear this all the time number one complaint i need to get this out campaign out i got a thousand people you think the thousand people are waiting for you they're not waiting for you like put a little bit of effort into your campaign send that personalized linkedin contact them give them something educate them somehow send the personalized email automate the email automate another email make another phone call at the end really really easy to do it's not hard i think everyone wants speed and fast results like quick now and you know the best that i've seen out there it's like you take your time focus on the prospects yeah it's it's amazing so two bits of recent information on us we tested taking our uh phone number out of the form to see if it would increase conversion rate it didn't put it back in because i needed it it was just the speed to close for us and we're you know high frequency uh transactional business but uh speed to close was way higher if i could just have a phone i could pick them up talk to them get an understanding hang up answer their questions and go um so the key to continue to leverage the phone the other thing is you're spot on my first email to everybody that comes through and we get you know 400 trials a month is is personalized my first outreach when i'm going out and doing an outbound campaign to agencies for partnerships or uh an outbound campaign to uh channel partners to to do co-marketing always personalize for the first two emails at least and then i will drop them into a nurture or or an onboarding sequence that's that's a little bit different depending upon their actions so it's key to be really really custom in the in the early hours there's two points i want the two points i want to make here um so in when you look at when you look at phone okay and a lot of if you i did i did this just because i was i i just i needed to know and i looked at our competitors okay and we're all in the sales space we all sell sales engagement products and i called four competitors call their phone number first of all some of them were hard to find but i called their phone number do you know that not one of them answered the phone i got no one answered the phone so when people talk about like i don't want to make phone calls companies phone lines don't even answer their own phone when people call in like i think people are just scared of the phone so don't be scared of the phone first off right do not be scared of the phone and it's not for everybody so i get it you can you can leverage on linkedin and as your second point the personalization is is really key speed to get those phone numbers if you get that phone number in that form i know we're talking outbound but if you get that lead and you get the email i'm sorry that phone number call that phone number there's a reason why they left it for you they're still at their desk chances are they're still by their phone call it right away if you can no response rates are like out there they're out the roof if you if you call them within like minutes and leave a voicemail on your first call i used to drag people that's when my old reps would call and not leave a voicemail because you a voice and a human on the other end saying you know i'm going to email you a follow-up it's going to be this great piece of content you know check it out then getting the email deliver on your promises by the way also in every step of the cadence um but it's so important and your response rate on your email will be higher if you leave a voicemail beforehand and the one actually the one thing i want to add here and i didn't then i should add the screenshot in here was in your in your cold efforts do not don't be scared to do video video converts so high again about that personalization they feel they see who you are you're a face behind the company you know they like you're articulating what you're talking like what the company does and you can put passion behind it right so so it's a good segue though like i'm i'm huge on this and whether it's a gun stack or another tool find a tool that allows you to personalize your landing pages and where you're sending people to the prospect and gives you the power to quickly personalize so an example would be if i wanted to reach out to lee on linkedin i can send him a message uh really detailed send him to a landing page now you'll notice there's a lot of continuity on the landing page right i can come in and just by having lee in on stack as a contact all right i can insert company name i can insert name i can insert my photo right and my name it's the same as my linkedin it builds this continuity and this personalization between what i'm doing and what i'm sending and who i'm sending it to um and it really puts a face behind the company which i think is really important both with video and you can do this with a landing page as well and all of the video tools now vidyard and all the others have landing page builders where a sales rep can quickly create a landing page that they can send that contact to use those features like those are key to getting high conversion rates on this stuff but here's an example of us really you know me trying to really target the exact landing page content copy photo to my exact outreach if you go to our home page right now we have the same we have the same thing here where you'll see your you'll see your brand works really well awesome so that is all we had today is there any questions that uh anyone wanted to shoot in we're happy to answer while we got a couple minutes here to wrap up awesome all right y'all appreciate you guys for joining lee thanks so much for joining me today uh this is a lot of a lot of fun we will have it recorded we will share the recording after the fact and uh oh i got a hun with a question where do you get prospect data um so a few good companies uh we're big fans of up lead um lead iq is good as well um there are you know if depending on where you are if you're in europe uh cognizant leadero good providers as well there's always the zoom info but you know i find that you know they are a lot more expensive so if you can afford them you know that's great but i like up lead and and uh i believe does it does a great job and you're gonna find like for a fraction of the price you're gonna get you know a lot of great data there so that's a weave that's who we use yeah and then i think uh that's kind of lead enrichment on the front end i think from uh uh lead uh data or prospect data as they're engaging with content if you're not getting on-site uh interactions and on-site data on a contact level in your crm today go talk to your marketing team and tell them they need to figure out what they what they can use for marketing automation we you know we use clear bit as well so clear bits and another obviously probably one of the better ones out there awesome that's great great talk thanks for watching thanks so much talk to you soon