How To Use Outbound Sales Processes To Expand Your Lead Sources With Trish Bertuzzi From The Bridge Group [AMP 103]
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- Getting to engagement is hardest part of the sales process because we overwhelm buyers spam emails and robo voicemails
- Different buyer types react to different ways of outreach; figure out your buyer type, analyze their preferences, and build a strategy
- Effective Outbound Outreach Tactics: If you’re going to use the phone, tell a story with your voicemails; back that up with great emails and valuable content
- Sales and marketing teams should build stories together and consider implementing a CRM, sequencing tool, and conversational intelligence tools
- Get a steady stream of outbound leads through a strategy: Who to go after, what to say, how to say it, how message will be delivered, and how to analyze results
- Get to the point when reaching out to someone for the first time; tell them your objective and what’s in it for them
- Make voicemails and emails concise; subject lines matter and no attachments
- The Bridge Group publishes two primary reports: Inside Sales for SaaS Metrics and Comp and Sales Development Metrics and Comp
- Reports are the #1 lead source for The Bridge Group; they’ve impacted the company’s pipeline and revenues.
- Look at the right numbers; how many fit your ideal customer profile?
- The Bridge Group
- The Bridge Group’s Blog
- The Bridge Group on LinkedIn
- Inside Sales for SaaS Metrics and Comp
- Sales Development Metrics and Comp
- The Sales Development Playbook
- Chorus
- Gong
- ExecVision
- OutBound Sales Acceleration Conference
- Fanatical Prospecting
- Write and send a review to receive a CoSchedule care package
- “We’re not being human with them, we’re just throwing crap against the wall and praying to God something sticks, so they’ve built a wall, the wall is higher than it’s ever been before, outbound’s tougher.”
- “Different buyer types will react to different ways of outreach, so I think you have to figure out how do your buyers want to be approached.”
- “Outbound is about making sure we’re all targeting our perfect ideal customer profile, that our story is in alignment, that our marketing message backs it up, and that all of our content is part of the overall story.”
- “I always say those who focus are those who win."
How To Use Outbound Sales Processes To Expand Your Lead Sources With Trish Bertuzzi From The Bridge Group
Click To TweetTranscript:
Nathan: When you look at a company that’s generating about $5-$20 million in annual recurring revenue, marketing typically sources about 42% of an account executive’s leads. And as you start to look at larger revenue generating companies, like let’s just say, $20-$50 million ARR businesses, marketing sources only 36% of an account executive’s leads. You know that tells me? If you’re feeling like your inbound traffic is flatlining, it is time to look into new lead sources to grow your business. Maybe you’re thinking at this point, “Well, Nathan, what might you suggest is that next step, then?” If you’re wondering that, my answer would be outbound sales and marketing processes. That’s why we’re chatting with Trish Bertuzzi today on the Actionable Marketing Podcast. Trish is the CEO of The Bridge Group and she’s also the author of The Sales Development Playbook. Today, you’re going to learn what Trish sees as the biggest challenges when implementing outbound sales processes and how to solve those. You’re going to learn some of those best practices, with including automation into those processes, and you’re going to learn how to get past cold processes to seriously drive some huge return from your outbound efforts. I’m Nathan from CoSchedule, and I’m really excited to introduce you to Trish, so let’s get started. Hey, Trish, thank you so much for being on the podcast today. Trish: It is my pleasure. Nathan: Trish, I obviously, have been reading up on The Bridge Group and all the awesome content that you guys are publishing out there. Just for anyone who’s not familiar, could fill me in on The Bridge Group and what you do there? Trish: Sure. I’m the CEO of The Bridge Group, as well as the founder, and I’m also the author of a book called The Sales Development Playbook. My firm provides services to the B2B technology space in three primary areas: sales development, inside sales, which to us means people who carry quota, and anyone who’s doing account-based selling. A whole variety of services from strategic to tactical, been doing it since 1998, worked with over 380 companies, and, yes, this might be self-proclaimed, but I’m going to say we’re the thought leaders in this space. Nathan: I don’t even think that’s self-proclaimed. I sought you out for this because I knew that you’d be an awesome guest on this show, so yeah, definitely. I had discovered you guys through a report that you had published, the software as service account executive metrics and compensation research report. I really wanted to pick your brain on outbound sales and marketing processes today, so just to kick us off, what are some of those biggest challenges you see when companies are getting started with outbound sales or marketing? Trish: It’s not even, the challenge doesn’t just sit with those who are getting started, the challenge sits with everyone now, because outbound is a bigger struggle than it ever has been before. I mean, I have a favorite saying, and it is the following: “Getting to engagement is now the hardest part of the sales process.” and the reason is because our buyers are done with us. Like, they’re done. We’re inundating them. We’re spamming them with email. We’re leaving robo- voicemails. Now we’ve got bots in the mix. We’re not being human with them, we’re just throwing crap against the wall and praying to God something sticks, so they’ve built a wall, the wall is higher than it’s ever been before, outbound’s tougher.
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