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hi everyone my name is Rafael I'm the founder and CEO of xenoc labs today I want to go through a marketing and sales funnel that I built in the recent past to generate more than 270 B2B leads with an ACV average contract value of 5K and USD and a total pipeline value of about 1.4 1.4 million why does this matter well the the marketing and sales landscape has changed pretty drastically over the last couple of years iOS 14 crushed the effectiveness of of the cookies that platforms like meta used to use in order to track who converts on your landing pages which in my experience has dramatically reduced the effectiveness of landing pages as a marketing and sales asset and um ultimately what you will also see as we go through this funnel it's important to not just get people into the funnel but also get them through the funnel to a point where you can say hey they're either qualified or unqualified for my proposal for the thing that I want to offer to them whether whether I'm a product business or a Services business and so funnels are really the way to to get that done I'll try to keep this video below 10 minutes so I'm not going to go into the details of the technology stack that I use and how I set that up but if you want to have a longer version of this video let me know and I'll be happy to dive into each individual tool that I use in order to generate this funnel before we get started why who am I and a little bit more on myself as I mentioned founder and CEO of xenog labs we focus on helping startups grow growth is usually the top challenge for startups before starting xenoc Labs I was a principal at a company called reoivant we raised about 3 billion from SoftBank Vision fund Founders fund and went public in September 21 on the NASDAQ which is when I decided to move on think of Robin as a principal investor we deployed the capital let we raised for our own balance sheet into a portfolio of about 35 startups and I as a principal would lead Investments but also drop into our portfolio startups and help them with performance Improvement among other things I was the head of demand generation for one of our Enterprise SAS businesses for two years and then before joining Roven in 2017 started two successful startups one in digital Health the other one in Ecom myself all right so without further Ado what we're going to do now is walk you through the setup here in Miro um there is a lot uh so don't get overwhelmed as I scroll up here but I want to uh give you the full perspective and we will just start on the left with the lead generation um essentially I used in this instance I used ads on meta which is Facebook and and Instagram I started on both but ultimately moved only over to Instagram because I like the quality of the deal flow more that was coming from there from an intent and qualification perspective I tried LinkedIn but honestly I was disappointed I've spent a lot of money on LinkedIn in the past compared to meta it just doesn't um you know perform as well the targeting on LinkedIn is much better than on meta but meta has smarter infrastructure and and I also feel like follow-up advertise Place advertising placements um once you click on on an ad you will essentially get spent with other ads of that Advertiser and similar ads and that just helps to convert people in either case I used um what you could call instant forms I think it's actually called instant forms or lead generation forms on meta and certainly that's the name on LinkedIn and so the great thing about instant forms in my experience is that what I was just talking about a little bit earlier iOS 14 in my perspective in the B2B space made landing pages useless for paid social instant forms give the platforms the feedback mechanism in terms of who signed up for your ad or for the offer that you're presenting in the ad and that lets them rethink their targeting and actually Target more relevant leads that are more likely to convert based on your messaging so instant forms are are secret hack I don't think there is as as vastly use as they should be people do sign up for it now what happened with me when people signed up for instant forms and and I had them sign up anywhere from cost per lead of 250 up to at times 15 USD so it wasn't crazy high it wasn't zero what happened when people signed up is that I sometimes had challenges reaching them so as you imagine on if you reach someone on paid social their intent is not as high as on other platforms so you have to make sure that once you get them into your funnel you don't let go you you behave like a pitbull essentially and so at the end of the ad I was pretty transparent you get like a couple of screens where people people can click through at least on meta that's the way it is and I was pretty transparent hey hey guys and girls I'm not able to reach 50 of you if you want to lock in your call with me you're free in this case I I was you know promoting a free fundraising strategy call with me since I'm a former investor um I I rooted them right to my calendly I tried FYI separately I also tried landing page ads I tried ads going right to my calendly page neither of those two work the only thing that turned out to work is have people sign up via the instant form link my calendly at the end and have them book a meeting with me right away and then once it's in my CRM I would go out and cancel meetings that were just completely unqualified based on the on the questions I ask in the instant forms uh now what I what I the calendar was actually pretty important because I literally was mostly unable to reach the people that just signed up for my instant form instead of also submitting the county or booking a call by with me via accountingly now once people booked a call Via calendly and that's the next steps that you see down here um you already overcame one of the challenges in your sales funnel which means people have a book meeting with you now the next challenge that you will experience if you have a sales funnel that starts with paid social where intent is somewhat lower relative to other channels is that people won't show up to your meetings this is obviously true for any kind of outbound sales activity but it's particularly true in a sales funnel like this and so for me it was important to right away send them start sending them an email sequence coming from calendly so I would get a confirmation email from me that would get a 24-hour an email 24 hours before the meeting where I introduce myself in email 12 hours before and one hour before with different types of content at the same time I also set up sapier to send to push a task to click Send which is essentially a a tool you can use to send messages text messages as well as other types of messages to to leads and they would automatically get three different types of text messages from me one to confirm the meeting 30 minutes before the meeting to remind them and then at zero to send them the zoom link so click Send was above average effective in terms of reaching people email deliverability as you probably also know is just terrible spam filters people having two overcrowded inboxes they will you know even if they're booked a meeting with you sometimes not just not remember why even they they have that meeting on the books with you and so text messages to help for some reason that's just a channel that's not being used as much and at the end I would send them to um to to Route them to my LinkedIn when they went through the calendly booking form now all of this as you can hear see here is zapier zapier it goes into pipedrive in this case pipedrive was my CRM I used pipedrive because I found it cheaper and more effective and efficient than HubSpot I checked out both I also looked at um at zendesk for sales not not uh not the operations or development side of it pipedrive was the most effective one for me now um where am I I'm going to zoom in a little bit here if they came in Via kangli they would land in pipedrive right away and then in the stage I called intro booked um now if they didn't book if they didn't book a calendly right away they would go to pipedrive 2 but land in a different stage called Leeds meta at the same time I set up my zapier such that the contact person would be created if you you'll see that if you end up using pipedrive you can either create a deal or a contact person it's hard to link those two automatically so I separately create a you know I first create a deal through zapier in pipedrive and also a contact person and every contact person ultimately you know would be going would be receiving a confirmation email from me automatically even if they booked a calendly there is a little bit of redundancy here but that's just the way it is and in that confirmation email I would again route them to my calendly to get the number of book meetings higher without me having to do anything at the same time I would set up every contact person through a capability that you have in pipedrive called campaigns would set them up for 15 email nurture campaigns in my case about various topics regarding fundraising strategy pitch decks and how to get on calls with investors okay so moving on to the intro booked stage and the leads meta stage what would happen essentially is that I now have book calls on my calendar right so I want to start understanding who are these people that book calls with me are they qualified um can I extend an invitation to book a calendly with me if they haven't done so yet or do I need to cancel it and all of that I do in this stage in in addition to a couple of tactical steps like linking contacts and con in in pipedrive and potentially sometimes when I had the energy too I would just call them via Skype right away if not then I would send them an email ask suggesting that they should book a meeting with me and a click send confirmation sometimes I did a WhatsApp but the the workflow to create a WhatsApp message is a little bit more tedious than click Send and then I would try to connect with them on LinkedIn that is all manual sdring work up to here it's all automated right these guys come in from meta I de-prioritized LinkedIn so that's what since it wasn't working as well used an instant form sent them to calendly sent them to pipedrive what call qualify would cancel meetings that were already set up if they're clearly not the right type of customers I was looking for what invitate would send invitation emails to Booker currently with me if they are the right ones and haven't booked one yet and then ultimately what would happen is that each of these once I move them on to the next stage which was the contacted stage they would um they would get email follow-ups from me and then we would again be back to the inter-booked uh stage if someone in my CRM if someone actually booked an intro we would have the intro call that would receive a an NPS and that from a I think it's called net promoter score but I'm blanking right now um via calendly automatically one day after our call that is set up in Survey Monkey that's linked to my trust pilot if they enjoyed the call and my referral email and then from there I would make a proposal I would send the proposal email I had all of those templatized in in in pipedrive I would link my upwork account where I'm uh what you call Expert Reddit so the top one percent I would link my trust pilot profile and I would have email follow-ups automated again through pipedrive and then depending on you know responsiveness I would follow up via Skype email LinkedIn click send WhatsApp whatever was necessary to get the people across the finish line and then ultimately close them via striping and we would go on to our customer success flow all right that's um 11 minutes and 20 seconds here on a high level overview across my funnel that I used for uh 1.5 F 1.4 million in pipeline value I'm going to summarize it once again really quickly since there are a lot of steps and a lot of things going on here you start in my case meta but you could use another instant um another platform that has instant forms instance forms work the best have some qualification questions in there at the end of the instant form link them right to your calendly you could do it differently but at the time where I recorded this video the the features and capabilities of these instance forms were somewhat limited so you had to do it at the end of the form um use zapier generously to set up automations to push them into your pipedrive CRM or whatever CRM you're using to set up email nurtures to send out confirmation emails and reminders both an email and in text as I have via click sent down here and then ultimately once you get to the booked meeting stage if that is a useful stage in your pipeline it could be offering them a report it could be offering an SDR call they don't need to talk to the CEO necessarily unless the pipeline value is high enough and unless the ACV the average contract values high enough and the lead is qualified strongly enough um have them you know qualified once again review that manually so that's really the first stage I needed to do manually and Shepherd them through your funnel um toward the end I found the biggest leaks to be in the acquisition phase so when I try to get them to sign up by my landing page instance forms work much better and then no shows were a big issue that I had to fix and the email sequences the the qlik send worked fabulously along with the email nurtures that would start right away and uh yeah from there on it was mostly around figuring out intent and and ability to pay and much of that is actually a function of the messaging that you have in the instant form and your ad itself and the qualification questions you're asking fantastic hope you found this useful let me know if you want a deeper dive into this but uh you know this is my this is how I did it everyone does it slightly differently but this is how I created a 1.4 million pipeline in we're talking two months or less hope you enjoyed this and uh I guess quick call to action at the end here if you like this video don't forget to like the video if you have questions about what I did here drop them in the comment section below I'll be happy to answer those and please please please it means the world to me subscribe to the channel if you find this useful I would love to publish more content and if you subscribe that just gives me that energy boost have a great rest of your day and talk soon bye