Download - [Webinar] Give Your SDRs An Unfair Advantage with Predictive

Give Your Sales Development Reps An Unfair Advantage With Predictive

Kerry Cunningham Sr. Research Director

SiriusDecisions @KerrySirius

Presented by:

Max Altschuler CEO & Co-Founder

Sales Hacker @MaxAlts

Tony Yang VP Demand Gen

Mintigo @tones810

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Terry Flaherty

Senior Research Director @Tdiddy

Kerry Cunningham

Senior Research Director @kerrycunningham

How Predictive Gives LDRS An Unfair Advantage

Kerry Cunningham

Senior Research Director @KerrySirius

How Predictive Gives LDRS A Much Needed Assist

5 © 2017 SiriusDecisions. All Rights Reserved

@KerrySirius

Outbound Prospecting in the State of Nature

The life of mankind in the state of nature… solitary, poor, nasty, brutish and short

Absent: •  Law • Culture • Governance

You get: • Chaos •  Feuds and

warfare


@KerrySirius

Outbound Prospecting in the State of Nature

The life of outbound prospectors in the state of nature… solitary, poor, nasty, thankless, unproductive and filled with rejection

Absent: • Precise targeting • Strategic cadencing •  Integrated outreach •  LDR Enablement

You get: • Chaos •  Lost productivity •  Failure


@KerrySirius

Most Lead Development Calls are Ineffectual

of live connects last less than 3 minutes 88% The average call with a decision-maker is

just over 4 minutes 4.2 of outbound calls result in no progress toward qualifying a lead 50%


@KerrySirius

Average Attempts to Produce A Lead - Outbound

Call Attempts 0.00 10.00 20.00 30.00 40.00

Manager

Director

Vice President

C-level

In the data we examined, more effort was required to reach prospects higher in the organization.


@KerrySirius

Design Principles – The Desired End State

Systematic | Measurable | Sustainable | Scalable

• Connected to processes that precede and follow it

• Planning • Process reviews

• Diagnostic • Actionable

• Repeatable processes

• Execution according to plan

• Balanced, consistent performance

• Designed so average performer can succeed

• Process replaces genius

SiriusPerspective:


@KerrySirius

Management

The Eight-Factor Model of Lead Development The most effective lead development organizations optimize around the eight key

disciplines that comprise the function.

Job Design

Measurement

Development Selection

Culture

Targets Execution

SiriusPerspective:


@KerrySirius

The Evolution of Intelligent Outbound Prospecting Typical lead development is characterized by a lack of logic and science and an over-

reliance on intuition and wishful thinking.

Typical Lead Development Lead Dev With Predictive

Planning • Poor target selection • Left up to LDRs, sales • Not fitted to goals

• Predictive prospect selection • Leading indicators operationalized • Focus on accounts vs. contacts

Preparation • Roll your own messaging and contact strategies

• Multi-channel outreach • Prioritized lists, scientized cadences

Execution • Person-focused contact strategies • One-size-fits-all messaging

• Disciplined, fact-based cadences • Account-centric contact strategies • Individualized messaging

Optimization • Management by anecdote • Outreach governed by yield curves • Propensity models optimize performance

Planning Preparation

Execution Optimization

SiriusPerspective:


@KerrySirius











SiriusPerspective:


@KerrySirius

Integrated Marketing Increases Response Integrated, multi-touch marketing tactics not only drive warm inquiries, but also

increase the likelihood that prospects will answer LDR calls.

•  Mere exposure. A robust finding from the psychology of decisionmaking: Simply being exposed to a name or concept induces a sense of liking.

Integrated demand creation tactics: Use ad targeting, social and email marketing to generate interest and responses.

•  If using predictive to source leads, you may also be able to target the sourced leads directly.

Display Advertising

Responses are not the only reason to provide air cover.

SiriusPerspective:


@KerrySirius

Integrated Marketing Increases Response Integrated, multi-touch marketing tactics not only drive warm inquiries, but also

increase the likelihood that prospects will answer LDR calls.

•  Mere exposure. A robust finding from the psychology of decisionmaking: Simply being exposed to a name or concept induces a sense of liking.

Integrated demand creation tactics: Use ad targeting, social and email marketing to generate interest and responses.

•  If using predictive to source leads, you may also be able to target the sourced leads directly.

The Bieber Effect That song you hated but now hum to yourself…

Responses are not the only reason to provide air cover.

SiriusPerspective:


@KerrySirius

Deeper Dive: The Role of Predictive Five distinct predictive applications can be used to select and source high-propensity

targets, and match them to marketing and sales tactics.

Optimization Execution Preparation Planning

Lead Qual

Prospecting

Account-Based

Predictive models • Outbound

•  Needs, Fit •  Intent

•  Inbound •  Fit, Interest

•  Account Monitoring •  Interest

Select: MAP and SFA accounts, contacts

1

Prioritize: Accounts, contacts

3 Engage: Accounts for calls Enable conversations

4

Alert: Monitor target accounts, alert account teams

5

Machine learning continuously improves prospect models

2Source: Net new accounts, contacts

Multi-touch, integrated tactics and programs

•  Email •  Display

•  Social •  Phone

SiriusPerspective:


@KerrySirius

Deeper Dive: The Role of Predictive Five distinct predictive applications can be used to select and source high-propensity

targets, and match them to marketing and sales tactics.

Optimization Execution Preparation Planning

Lead Qual

Prospecting

Account-Based

Predictive models •  Outbound

•  Needs, Fit •  Intent

•  Inbound •  Fit, Interest

•  Account Monitoring •  Interest

Select: MAP and SFA accounts, contacts

1

Prioritize: Accounts, contacts

3 Engage: Accounts for calls Enable conversations

4

Alert: Monitor target accounts, alert account teams

5

Machine learning continuously improves prospect models

2Source: Net new accounts, contacts

Multi-touch, integrated tactics and programs •  Email •  Display

•  Social •  Phone


@KerrySirius

Predictive signals should also drive playbooks for lead development and sales.

Presentation to Sales

Buying Cycle Activity Factor

Where stage of the buying process?


@KerrySirius




Fit - Target Persona Factor


What are the needs of the buying

organization and individuals involved?


@KerrySirius





Interest Factor




How much interest have they shown in

us?


@KerrySirius





Interest Factor

Business Drivers Factor




How much interest have they shown in

us?

Is the problem we might solve for them both important and

urgent?


@KerrySirius

The Difference Between a “Warm” Lead and Predictive



Interest Factor


Organization Perspective: The best prospects to call on have strong business drivers, fit, and are ready to take action.


@KerrySirius




Interest Factor


Organization Perspective: The best prospects to call on have strong business drivers, fit, and are ready to take action.

Long-term client relationship


@KerrySirius

Factors to consider when thinking about a long-term relationship (LTR)

The Difference Between a “Warm” Lead and Predictive C

liché

d da

ting

anal

ogy

Life Circumstances

Attractiveness

Interest

Health & Finances

LTR


@KerrySirius

The Difference Between a “Warm” Lead and Predictive C

liché

d da

ting

anal

ogy

Life Circumstances

Attractiveness

Interest Health & Finances

LTR

Now

Who do I want to ask out now?

Hot! Into me!


@KerrySirius


Best long-term Customers

Most comfortable to call now

Who do I want to call now?



Interest Factor



@KerrySirius

When lead recipients are used to a steady flow of prospects who are sort of attractive but clearly ‘into me’, you must work extra hard to bias their thinking toward the other important factors.



@KerrySirius

Action Items • Employ predictive to: • Prioritize marketing generated leads • Source net new high propensity targets • Provide insights to SDRs that both INFORM

their follow-up and MOTIVATE their best efforts

Predictive? AI? Machine Learning?

What is Predictive, AI & Machine Learning?Predictive analytics…allow B2B organizations to estimate in advance what is likely to happen as a result of marketing or sales actions. Predictive providers provide external data, which creates a more complete view of who prospects are and whether they are in the market for solutions. Statistics and advanced algorithms then detect patterns that identify buyers that otherwise would be invisible, and statistical modeling processes embedded within feedback loops enable machine learning.

“The SiriusDecisions Predictive Application Evaluation Framework” Core Strategy Report

AI is an umbrella term, a branch of computer science whereas machine learning, deep learning etc. are some of the methods and systems of enabling AI.

Atul Kumar, Mintigo CPO article on MarTech Advisor

1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1 1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0

Ideal Customer Profile (aka “CustomerDNA™”)

Customers(“Positives” List)

Prospects

Predictive Models/ Machine Learning

Signals From The Web (i.e., tech, org/hiring, financials,

intent, etc.)

How Predictive Modeling Works

Ideal Customer Profile (aka “CustomerDNA™”)

1st Application: Predictive Scoring

•  Revenue:(Above($1B(•  Industry:(So6ware(&(Manufacturing(

• Marke@ng(Tools:(Marketo,(Marin(So6ware(

• Web:(WordPress,(Google(Analy@cs,(Alexa(Rank:(<(100K(

•  PPC(Spend:(Above($5K(•  CDN:(Akamai(•  CRM:(MS(Dynamics(•  Hires(Demand(Gen(roles(

•  Intent:(marke@ng(technology,(demand(gen(

((((…(

Initech Corp.

Aviato Inc.

Cyberdyne Systems

Predictive Score 75 or Rank B

Predictive Score 54 or Rank C

Predictive Score 92 or Rank A

But There’s Value In The Data From Predictive Models!

5X#“Non-Intuitive” Insights

Predictive Intelligence Drives Relevant Offers

Predictive Data Can Drive Email Offers & Nurture Programs

Predictive Data Can Drive Targeted Display Ads

That’s great for Marketing, but what about for Sales & SDRs?

Predictive Helps You Prioritize(

Predictive Gives You Insights So You Can Have Better

Conversations(

Know What Prospects Are Interested In

Or Has Intent To Purchase(

Get Recommendations On Which Product To Sell & Bundle(

Identify Specific Sales Plays To

Utilize Based On Insights from

Predictive(

Panel Interview






Mintigo @tones810

Question: How can you leverage these insights from predictive in

conversations/outreach (without sounding like a stalker)?






Mintigo @tones810

Question: Any suggestions on how to start a conversation with a

prospect? Any ice-breakers?






Mintigo @tones810

Question: What are some creative ways that SDRs can successfully connect with prospects outside of making & sending a ton

of calls and emails?






Mintigo @tones810

Question: What are some types of questions should SDRs be asking

a prospect?






Mintigo @tones810

Question: What kind of content are the most useful

for SDRs to have on hand?






Mintigo @tones810

Question: Is the SDR function required in order for B2B organizations

to see sales success?






Mintigo @tones810

Question: Many view the SDR position as an entry level or early

career step to get into “sales” roles (i.e., “Account Execs”, “closer”, etc.). Do you agree or disagree?






Mintigo @tones810

“Give Your Sales Development Reps An Unfair Advantage With Predictive”



www.siriusdecisions.com

Thanks For Joining Us!



www.saleshacker.com


Mintigo @tones810

www.mintigo.com

Download - [Webinar] Give Your SDRs An Unfair Advantage with Predictive

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