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are you a b2b organization looking to create looking to build a sales process from your linkedin ads uh if you want to get better customers using linkedin ads then that's what we're going to talk about here today my name is anthony i'm from speedwork social and all we do is linkedin ads management we work with with both mid-size and very big companies running their linkedin ads so we've seen what's worked in the sales and marketing world for them um in this sales process so linkedin ads if you're a b2b organization looking to target some type of niche professional at scale linkedin ads is going to offer you those best targeting options where in many other platforms those targeting options just don't exist so if you're looking to target a very specific type of person at a very specific type of company linkedin is probably the only place where you're going to be able to find them at scale linkedin ads does tend to be a more expensive platform and b2b sales in general tends to be a longer process so we're going to dive in today to talk about some best practices there and what you can expect and how to you know how to maximize the results that you're getting so first thing to talk about is in the b2b world is that the average sales cycle is between three to six months so you should be planning your sales and marketing process to be following up with people over that period of time if you just have you know a couple days or one month in your follow-up process then prospects are going to drop off and they're not going to reach that point of knowing enough and being entrusting you enough to be ready to make that purchase there's a lot of stuff people need to go through in the b2b world and you know the higher the price point the more somebody needs to consider things the higher the price point the more approvals that are needed in a business you know people need to see if the software or the process is going to integrate with their organization they probably need to talk to other people in their organization to make sure that happens so that's why b2b sales takes longer you know if you're an e-commerce store selling widgets then uh that's a much easier sale because somebody already knows who what the product is you know maybe they go look up some reviews to understand if it's good quality and then they'll make the purchase from there so kind of a little bit more on that is the stages of awareness this is a great concept that really helps you know helps talk about the start of your funnel now for the average business the average business that's not a mainstream household name and the average user on linkedin who's just scrolling around the average user has never heard of your business so you can't start by talking about your product or your services or your price points because that doesn't mean anything to somebody who's never heard about you before you know you also you can't lead with contact us or free consultation because again if somebody doesn't know who you are that that consultation doesn't mean anything to them they have no reason to sign up you know that's a very easy way to spend a lot of money on ads and not get any results if you lead with that so instead you need to lead with addressing people where they are to begin and that and that starts more on the right side of this diagram here so people coming in are probably unaware they've never heard of your business they don't know the service that you offer maybe the service you offer is a standardized service they understand what the standard is so they might fall in the right side to the middle side of this chart one of our favorite things to lead with here therefore is case studies because case studies you know they tell the story on the right hand side they offer claims and proof in the middle here and they cover this wide range somebody who's who's downloading a case study wants that end result that you're talking about in that case study so you know whatever that is the topic that your case studies on whatever that end result is that you're promoting there if someone's downloading that that means that they want that same end result too which makes them a prospective customer for you so again the only way that you can start the the relationship with people is on the right-hand side and starting with what we call lead magnets these are usually quick and easy downloadables again case studies work best checklists work very well webinars can work well too but you need to start people on the right-hand side because a free consultation doesn't mean anything to them yet until they learn more about your business if you're an ecommerce store selling widgets you know people know what phone cases are for example so they don't need information about phone cases maybe they need to know how this phone case is different or something like that but you can often lead with price you know for for a known product and a known brand all right so this is kind of a diagram of what the overall sales funnel looks like is this is a lead magnet sales funnel and and kind of you know the different steps in the process so we're going to be targeting cold traffic on linkedin and keep in mind that this is going to be different than referrals if you've mostly been working off referrals in the past those tend to close a lot quicker they don't need as much warming up because there's a lot a lot of trust built into that process when someone refers you to them so because we're targeting cold traffic on linkedin we want to start with lead magnets that gives somebody a reason to sign up to learn more they're going to enter their email address or their contact information to be able to download that lead magnet and then in the process of downloading that lead magnet they're going to learn a lot more about you and your process and the results that you've helped a company get and that builds a lot of familiarity familiarity and a lot of trust and that's what helps shorten down that three to month three to six month sales cycle so now when somebody goes in to download that at that point they've become a lead they're going to go into your crm they're going to go to your sales team you should have a follow-up process in place to be able to nurture and follow that lead over time you know once it leads in your system then you can think about you know following up with them offering whatever that next step is in your sales process b2b offers tend to be more higher ticket people need to go consider different things and talk to different people so consider here we talk about considering using a tripwire offer which lowers that barrier entry maybe it's a cheaper price point or an entry entry step into working with you that makes it easier for somebody to say yes so we'll dive more into that in the next slides now the reason why we're talking so much about this is because there's a lot of data out there that shows that the average that that it takes on average seven to 13 successful touches to turn a prospect into a customer now there's a lot of data out there that supports this and this this right here is from microsoft i would say that they probably know a thing or two about b2b sales and it's very interesting to kind of look through these different steps in the process you know feel free to pause the video and kind of read this chart here but the main point is once you've most people most businesses who are marketing you know maybe somebody downloads something they send them one email maybe a sales person calls out but then that's it they give up very quickly and noting that you know to turn somebody into a customer it takes seven to 13 touch points but most people don't even make it halfway there and if you are the one who's following up with people you have an extended email sequence you have people who are continuing to call out you're retargeting them with ads you know you're connecting with them by the time you get to that 9 10 and 11 touch point you're probably the only person that's made it that far so when the when your prospect gets to the point that they're ready to pull the trigger you're going to be the only option in their mind so now if you think about what is what is a good nurturing process look like um here's kind of a diagram every think about that every person out there has their own preferences their own ways of doing things some people you know spend more time in email some people spend more time on linkedin some people are more on the phone type of people some people are more i need to go read something by myself before i'm ready to take those next steps so because everyone has different uh modalities that they learn and that they understand information in we recommend a multi-channel multi-format follow-up process so you know you'll want to use several different channels to try to re-engage people to follow up with them to move them through your sales process i will note that you know if you're starting with linkedin ads to bring people into your sales funnel then following up with them back on linkedin we see the highest response rate doing that so if someone's downloaded a lead magnet or gone to your website and signed up for something you or your sales team should be reaching out to that person connect with them on linkedin and then that'll also you know they get to know you and then it'll make them more likely to see your posts that you make in the future so it's a way to stay in front of them and then you can also use linkedin sales navigator to send them a direct message where you don't have to wait for them to connect to be able to send them more information and that follow-up can be as simple as hey i show you downloaded our case study the next step most people take is getting a free assessment for your business i'd be happy to run those numbers for you when's a good time to talk and it could be you know that that's the next step it's you know keep following up with people and go from there but leads that are coming off linkedin uh we see the highest response response rate from following up with them on linkedin if you don't have any sales process at all as at all in the b2b world we recommend the three-step consultative sales process now again this this is going to also depend on your business your offer where people are in that level of awareness but we see that this three-step consultative sales process tends to work well uh the challenge is if you if you if somebody does agree to a call and you show up to that call and you just pitch them right away on that call they haven't really gained anything except just understanding a little bit more about your business and what's going to get somebody to take that next step is by feeling heard and by understanding if their if their situation their business their setup is going to match with your offer that you're making in the b2b world you know people need to get approvals from other people maybe they need to involve somebody from i.t or from another department to see if your systems are going to integrate talk to each other so showing up to that intro call we often see that that uh lengthening out the process by offering an analysis call in the middle and that this kind of gets to the free consultation part at this point is you're going to offer on that intro call you're not selling your end solution or your main offer you instead want to sell some type of analysis that that free analysis you know maybe you can make it paid but we see the free do the best that analysis gives somebody a reason to come back to you in the sales process and not just go cold on you so that free assessment that you're going to offer you're going to sell that on the intro call someone's going to get on another call with you and you then have the opportunity to ask them a series of questions to learn more about their business now sure you can kind of combine these steps into one um but the best you know by having those repeated touch points is again going back to that follow-up process and that builds the familiarity in the trust now once you've asked all those questions you'll want to take away that information you you and your team are going to go think about it maybe you're going to process something you're going to run some numbers and then you having that they need to show up to a third call to get the the data and results of that assessment to you know get that value out of it so that gives them a reason to come back to that third call the feedback call and then on that feedback call that's when you're going to go you know deliver the results that you process for them and then also that's where you're going to make your sales pitch and you know again that can either be your main sales pitch or the tripwire offer that we can talk about next so again in b2b sales is probably a higher ticket offer probably going to cost a lot more a lot more approvals there so how can you think about how can you lower that barrier to entry and we see what we see work very well is what we call a tripwire and think about you know what is a way what is the first step what's something smaller that somebody can purchase that makes it an easier yes for them maybe you know smaller price points they don't need as many approvals maybe simpler products they don't need to involve as many people to make sure it's all going to work so what's that tripwire that you can start with for a couple examples godaddy you know the first purchase you make there they're offering 99 cents of course every domain you buy after that is going to be a lot more than 99 cents but that kind of lowers the risk for the average person out there who's going to go out and buy a domain name the second one here is click funnels they have a 14 day free trial but to start that free trial you need to put your credit card in the system so a free trial is great because somebody can sign up start testing out your system or working with you but having their credit card in the system makes it very easy to transition from that free trial into a paying customer after that's over so that's some some of the best practices for linkedin ads and i'd say to kind of encapsulate it is uh to talk about the mindset that we see the best sales teams have from their from following up from their linkedin ads and they talk about that you know as soon as a lead comes in our sales team's all over them we're following up with them via email or connecting with them on linkedin or sending them follow-up messages we're calling them or texting them and that's the first touch point because if you think about you know a company that might just send you one email maybe two emails after you download something you can just tell that the energy's not there they're not following up with you they're not sure of their solution of what they're offering but the company that's all over it and you know following up with you and is very energetic there's something about that that's magnetic so that's how you start the relationship and then you know you need to follow up with people over that three to six months and that's how you're going to convert the most leads so we've seen this work with really big companies we've seen this work with companies who are only spending you know a few thousand per month on ads so if you're looking for help with your linkedin ads management you know i know our team can deliver those leads for you and then we can work with you on your sales process to make sure that's maximized so if you want the best performance from your linkedin ads if you want bigger customers from lincoln ads go to speedworksocial.com you can sign up for a free consultation there to learn more um and then we also have a lot of information about linkedin ads on our blog feel free to read up on that again my name is anthony from speedwork social thanks for watching