(190) Kevin Dorsey Inbound Masterclass - YouTube https://www.youtube.com/watch?v=FU0DmYaRdB0

Transcript: (00:03) [Music] all right everybody's coming in joining we got the beats going it's going to be an amazing amazing session here today we'll give a couple minutes here as people come through let us know where uh where you're tuning in from we'd love to hear i know your chat defaults to hosts and panelists so make sure you turn that to everyone and i'll kick us off calling in from toronto okay we got ireland i see some names in here i recognize this is gonna be fun here's mariah let's go hey andrea (01:06) all right y'all i'm loving this let's keep the chat rolling as we do this but also if you while we're in chat mode drop your title in the chat for me i want to know who what type of roles we've got here str bdr mdr managers sales vp is a marketing let me know what i got in here i can also tailor it a little bit a reminder let's change uh your chat to everyone i think it defaults to hosts and panelists so i see that coming through make sure we're a chance everyone right oh pete good to see you (01:46) we gotta we got a vp of marketing in the house katie oh you're most vp of marketing earmuffs actually this is very pro marketing today so it's all good right all right why don't we uh why don't we kick this off so a man that needs no introduction but uh i'll attempt to do it anyways kevin dorsey former three times vp sales i think he personally is one of the best sales leaders on the planet this guy has taught me everything that uh that i need to know and taught me so much that i took it and left marketing (02:31) but um i was so excited about this topic because i think i was talking to katie every time i it seemed to speak with the sales leader we mentioned inbound it's almost like oh that's that's marketing's job and i felt like kd was one of the only sales leaders out there that really knew how to align with the marketing department and use them as a partner rather than point in and blame each other so i won't do any more talking i know katie has a bunch of things to go through here it's going to be incredible (02:58) katie why don't you kick us off let's go let's do it y'all kevin dorsey aka kd um pump to dive into this one as a topic because i mentioned this actually in a post last week i get hit up all the time on how to build out outbound how about outbound outbound is always the hot topic how do you do it and so often inbounds just sitting over there waiting to be treated the right way waiting to be taken care of and so really pumped to dive in here a lot of people actually don't know this about my background if i (03:29) weren't in sales i would be in marketing my favorite conference to go to is a marketing conference it's called traffic and conversion summit by the digital marketing group actually here in austin ryan dice perry belcher all those people and so i was blessed in my first true sales leadership role to work with a very strong marketing leader andy matkinson and he like he and i were always brainstorming always working on things always looking at funnels and optimization because then it was opposite we had like no impact and so we (04:00) had to squeeze all the juice out that we could and i think that's what's helped set up my career moving forward is like hey how do you get the most out of inbound because like that's the candy while you do the other things on outbound so pump to dive into this you know for all this as well for those of you who haven't seen me present before i do move pretty fast but i keep eyes on the chat so you have a question ask it this is it kindergarten this is going to save your questions to the end type thing but also this isn't like dora (04:29) the explorer where i ask a question blink three times then answer my own question if i ask a question i want to see that chat lighten up right like this is for y'all the only reason you're here live is to engage if there's no engagement i could have sent a recording out and this would have been a lot easier on everybody all right so let's engage in the chat let's get after it here i'm pumped for it i'm gonna share my screen here we go get my chat up all right arthur can you see my screen (05:01) i can yes there we go people in the chat can you see my screen drop me an emoji drop me a thumbs up let's make sure everyone can see it there we go i got a yee from emilio let's rock all right y'all inbound lead master class let's do this so here's the question have you optimized inbound have you optimized inbound right before you go all outbound crazy have you truly done all you can to squeeze the juice from inbound right so often companies and leaders i completely miss on how to get out of here the (05:36) moment inbound seems to dry up they immediately flip and say oh we gotta do outbound gotta go do outbound the pipeline's not there we gotta do outbound we gotta do outbound okay there are ways that you can get way more out and today y'all i am being super tactical like i'm going to give you i'm pulling back the curtain i'm going to give you tips and ideas on things you can go do like tomorrow to start getting more out of your inbound lead funnel all right so this you know a good old-fashioned tony (06:05) robbins quote i don't tell you this to impress you i tell you this to impress upon you consistently three to upwards of eight x in inbound lead conversion at my last three companies when i joined patientpop we took our cold like our cold funnels right that were there from two percent to 13 conversion demo requests from 25 to over 60 service titan almost 3x the warm and the inbound like there's so much juice that can be squeezed here and my hope is that you get some things from this that you can go and use but this is stuff that's been (06:41) used in the real world this is not from a book this is not something i read or took from another webinar this is real world stuff and there's people on this call that have worked with me so they can vouch for this stuff these are not things that are just made up so let's talk about the different types of inbound so you want to be thinking about your inbound program in three key buckets all right there are three buckets that i look at when i look at an inbound program so what i call cold inbound you're like dude this is inbound (07:08) that's not cold we're going to talk about this cold inbound bucket is leads that are not expecting a human outreach they have expressed zero interest in talking to someone or your product right so a cold inbound lead this can be like a white paper lead they haven't expressed interest in talking to someone they haven't expressed interest in you know your product they downloaded a white paper on how to improve lead conversion that's cold inbound okay then there's warm inbound so warm inbound leads they might expect some (07:43) sort of outreach they might not but they have engaged with your company in some way so cold engages with content warm engages with your company so maybe it was a webinar maybe it was a trade show event maybe they've engaged with multiple pieces that were company specific they did a g2 like review download right so warm is they've engaged with your company in some way right and mariah's on here so mariah used to work with me she knows this damn well right you can have a white paper lead like not only do they not know your (08:16) company they don't even remember downloading the white paper all right so like that has a very different type of mindset to approach it and then you have hot demo requests contacting us they are expecting and wanting engagement from your company the reason you want to bucket these is because how you treat them should be very different most inbound programs tend to treat every lead the same they wonder why they don't get as much out of them as you can so you have three buckets of your leaves but also when you look at your program you want (08:52) to see okay which of these do we not have do you have a cold inbound lead channel like do you have a good cold content channel if you don't you should start to build one do you have a good warm channel something that allows people to engage with your company without a demo request that could be a product demo that could be watching videos without you that trade show that's a place that you can go and of course we all want the hot we don't want that but that caps out over time okay because where this transfers is you (09:21) need lead type specific sequences lead type specific sequences all right knowing the different buckets should impact the type of sequence they go into all right this is really really important but it's the mindset so my marketing leaders and my sales leaders so often inbound lead what are we all trying to book we get an inbound lead and we're trying to do what with them see if y'all are paying attention see if y'all are still paying attention now inbound lead comes in what are we always trying to do (09:51) inbound lead what are we trying to do my salespeople demo meeting book the demi book the meeting book the demo that's actually where you want to change your mindset your goal is to move them up a notch so your goal is how can you get cold to warm how can you get warm to hot how can get hot to the booked meeting and demo trying to convert a cold inbound lead straight to demo you are skipping multiple steps and that's why you'll see single digit conversion rates there because they're cold you have to warm (10:26) them up a little bit warm this is where people oftentimes miss too like oh they went to a webinar book book book a demo no we haven't got them there yet we haven't educated them enough to want that demo and then obviously the hot you want to get them to that booked demo but your goal is actually to move them up a notch and the way you structure your sequence is important you should not be putting the white paper lead in the same sequence that you put a webinar lead is the same sequence you put a hot lead demo request those (10:57) are completely different leads with different intents that you need to treat differently so if you don't have specific sequences for the different types of leads you need to build them out because what you're going into is the next best thing funnel is what we call this internally at my last job the next best thing phone what is the next best thing you'd want an inbound to do so obviously the ultimate thing we want is the meaning but that's not the next best thing someone downloaded a white paper (11:31) what would be the next best thing you could get them to do my sales people my sales leaders my marketing leaders someone downloads a white paper what's the next best thing you'd want them to do to start to move them up the fun what ideas do you have here just download a white paper okay view a product video that would be a next best thing webinar that'd be the next best thing what else let's keep these going again i want this to be technical yep maybe it's just watching a drift video or a loom (12:03) video of like hey saw you did this white paper here's a cool video that accompanies that now real quick i want y'all to hear what i just said there marketing especially if you have cold content you need to have warm content that matches it what warm content can add to it so someone downloaded a white paper on i don't know i'm just making up now sorry i'll try not to cuss like on lead conversion what's the next video you could send them that adds to it hey saw you downloaded this white paper on lead (12:36) conversion here's a video of some of our top customers talking about their number one tip thought you might enjoy it and if they engage with it now they've moved up into the warm so you want to think about what is the next best thing right so cold they just engage with more content they downloaded one white paper can you get them to read another one maybe that's a webinar maybe that's a quiz funnel something like that warm how can you get them to request a demo so that generally is where now (13:02) where product videos can start to come in that's where other ideas here a trial giving them the option to get in touch and then hot obviously get them on the meeting but also what's the next best thing this is what we always forget with booking the meeting okay they booked the meeting great but what's the next best thing two people on the meeting would be the next best thing right and so thinking about what is the next best thing i like andrew's idea here can they download a trial okay they went warm they did the webinar (13:30) could the trial be the next best thing arthur you got something for me real quick yeah i was just going to say i saw and you you definitely answered it with this but mark cullen in the q a came through and he said what if your company only has a hot lead bucket is there danger that they're not as hot due to lack of exposure to content so it depends on what they're asking for right so hot to me is the bucket as they've asked for someone to contact them their level of engagement might be less they maybe haven't engaged with as much (14:02) content or gone through as much but they've at least asked for someone to reach out to them you may not know where they are because obviously think about this y'all someone watches two webinars reads two white papers then requests a demo very different than someone who searched chili piper request a demo you don't know their level of engagement so i hope hot to me as they've asked for something it has nothing to do with their engagement because also too and my marketers know this and my sales people (14:30) know this you've got your lurkers you've got someone in that cold bucket that literally downloads every white paper you've ever made and so the intent data shows wow arthur has high intent he's downloaded all the white papers he's still cold i don't care how many white papers he's downloaded he's still cold because he's not engaged with the company or made an ask can i get a flame emoji if y'all are hanging with me so far i said i got like because this is a webinar so i can't see (14:57) your faces normally i can see your faces to tell if people are paying attention right now i can't and i don't even know if there is a flame emoji in zoom i love how people still followed though flame he'll type it in thank you for typing it in but there's only like seven flames so clearly we're not doing as good as i hoped for arthur i'm gonna keep it going all right go this is the key right you have to empower your sdrs on what the next best thing is it's not always meeting meeting (15:25) meeting meeting that's not what's the next best thing all right so and yeah arthur keep an eye on the q a for me because i can't see that one so now let's talk about this one speed to lead speed to lead one i'm still shocked we even have to talk about this still like still shocked and okay my vps if i have vps on here vps of sales vps of marketing you have to test your own funnel go opt-in right now and see how long it takes for someone to get back to you you might cry you might cry you might actually go into (16:05) a corner and cry because people do not get back as fast as we think they do you need to but again i think you all can see where this is going there are different speed the lead requirements based on albert's hinting at it based on their level of engagement so yes albert all right so different leads have different speed to lead needs hot someone asked someone to reach out you have to get in touch with them as fast as you can via phone as fast as you can that was a good setup albert i appreciate it so someone's asked to be (16:40) getting in touch with you need sub five minutes on the phone call and sub one minute with the email including a calendar link someone has asked to book some time that is when i'm okay with sending a calendar in life i do not like what i'm seeing in outbound right now with all this here's my calendar link you can book time with me if we're that easy all i wouldn't need salespeople but for someone who asked to be contacted that email needs to come out immediately hey arthur saw you opted in i'm gonna be giving you a (17:11) call but this might even be faster here's my calendar link if you just want to book it so the email has to go out instantly but you need someone calling within five minutes all the data shows that all the stats show in terms of the amount of conversion arthur probably knows the data specifically but i think it's like 18 higher conv or 18x not 18 percent like 18 x higher conversion if you can get in touch in the first five minutes yeah i think it might be even higher than that i know after an hour uh chances of even getting into the first (17:44) meeting decreased by 20 x so right yeah those hot leads let's get some you got to you got to remember this right when someone asks someone to contact them that means they're available now they're available now so you need to get in touch with them now the one bucket okay so this is someone who registered for a webinar they've engaged with company content maybe they did watch a product video or demo okay sub five minute on email so again you want an email going out quickly to engage maybe sub 10 with a call and this (18:17) depends on the engagement level right someone just watched a product video or like opted in to see the product video so albert's point you got to give me time to watch the product video you got to give me time to consume whatever it is i needed to consume right so it's really really important with warm that you give them time for consumption before making that call because they didn't actually ask to be contacted yet they're just engaging with you right so warm sub five minute with the email (18:48) maybe a call depending on the bucket webinar i'll just call out real quick if someone registers for a webinar i love a call offering them a personalized version so hey saw you registered for the the webinar on you know next next friday about inbound lead conversion i wanted to know if you wanted a custom version i can put you in touch with one of our directors to do a custom version for your situation see if we can find some blind spots would that work right so it's offering a personalized version for the webinar it is something (19:20) i like to do and then colt sub five minutes with email no call until engaged further okay no call and to engage further so jonathan great question here whichever you can do best i like it coming from the rep ideally so the name is consistent and a lot of the tools now outreach salesforce sales loft you can do it right you can put in right it goes into the sequence and within five minutes something goes out i don't love them getting the auto email from marketing like info at right and then they also get touched by a different name so i (19:59) prefer to all come from the same person right and definitely andrew i'm going to get to um a piece here right so how do you think chili pepper fits in this model we see seven which of our hot needs books straight away hell yes okay so yes is the answer here so 100 percent actually don't have this specific year but this is what happens oftentimes people book on the calendar and what's the ae think they're booked you still call them you still call them you still email them to confirm to get the information you still go through it (20:33) so yes there should be additional touches in addition to the booking through the calendar okay and then here y'all i wanted to call this out cold i'd like no i don't expect speed to lead on a white paper i don't expect it they were scrolling through facebook or linkedin saw it clicked on it they're not expecting a call and they haven't engaged yet but the email and again let's see if y'all are paying attention what should be in this email it's a cold inbound lead what should be in this email (21:04) there we go corey nailed it what's the next best step is that another white paper is that another piece of content is that a video what's next right that drives them up because now and i love that lindsey put video here we go someone downloads a white paper you sent them another piece of content they clicked and watched you sent them a video they clicked and watched now what bucket are they in now they're in warm and they're more likely to be receptive to a call okay this is what's so interesting to me (21:38) is marketers know everything about funnels but then once they come in we treat it linearly we don't continue to funnel them right what's the funnel oh so bold question what's the worst that can happen from calling the cold inbound two things wasted time on the reps part so the reps are chasing down super cold leads second it depends on your reason for the call if you if arthur downloads a white paper and i call him to book a meeting it actually can miss there so i'm not a like if it's all you got is (22:13) cold then give them a call but it's also by the way i want to be very clear what slide are we on right now speed to lead this is not meaning you never call the cold it means i don't care about speed to lead on a cult does that answer the question sean okay cool all right so now let's talk about personalization okay why do we use all the best tactics for outbound personalization multi-threading video direct mail to the people that don't want to talk to us and then the people that do want to talk to us they get a templated email from (22:55) rep or marketing let's research the lead in the account for outbound let's not do that for inbound y'all like these are the people raising their hands i like and i think this is what's made me a little bit different is a lot of times people look at inbound and go i don't have to work as hard on that because it's inbound and i look at the other way it's inbound i'm going to do everything for that because they raise their hand and i want to get the most out of it so you should be (23:21) personalizing your messaging to your inbounds too they're the most expensive leads too my goodness right like and marketers on the call you know what's happened to cost per impression cost per click over the last year and a half like it's skyrocketing we have to treat them better so you should be personalizing here right okay the inbound is what triggers your rep to do the research arthur comes in i get the lead the first thing i should do is pull up arthur's linkedin or pull up arthur's company (23:51) website pull up their like social page so i can do some personalization in that first touch there right so something i teach we don't have time for today but we call the qr code research make it relevant record it meaning put it into your crm so you can reuse it so we call it the qr code of research so arthur comes in quickly pull up his linkedin pull up the company website what research can you find how do you make it relevant it's not just like oh i saw you went to wisconsin kd whatever that doesn't mean anything it's (24:23) not relevant so you got to connect the dots to relevancy record it so my mdrs my scr's my aes put your research into salesforce you can use it over and over again right but we should be personalizing right oh so so chad we're going to talk about customization versus personalization here in a second okay but also y'all video can be huge in the inbound especially for the next best thing fun sometimes it's faster to record a video than it is to write an email hey arthur just saw that you jumped on (24:57) for the webinar next friday really looking forward to it be sure to make it to the end because kd is going to be giving out some fire tips at the end on how to do things if you wanted a personalized version i'd be more than happy to kind of give you the content ahead of time and also show how it might apply to your situation give me a call if you'd want to chat i don't know what that was that 30 seconds maybe and that was a video to an inbound lead right so that can be done very very quickly all right so now (25:28) so to chad's question a little bit here if you have more leads than you know what to do with first of all god bless you and congratulations right mike great but again where do you think i would be encouraging personalization cold warmer hot which buckets do you think i'm advocating personalization for there we go warm and hot warm and hot right like and if you have too many warm and hot leads to personalize well then again god bless you and you're probably not on this webinar right now because you got all (26:03) the leads you could possibly want okay so matt asked the question here from a best practice perspective when a lead comes in would you immediately build out the account with additional contacts to become multi-threaded oh phenomenal question because i'm going to talk about this so to directly answer no not immediately immediately i'm going after the person that came in after that's occurred i'm coming back to do some multi-threading work for sure so i don't want to slow down my speed to lead i want to get in touch with that (26:34) individual but assuming i don't get in touch with them on that first call that's what i'm going to next and we are going to talk multi-threading here for sure really good question okay so here's another thing that you want to do is you want to leverage the search terms that the inbound leads are coming from okay knowing what they were searching for should guide the messaging should guide the messaging if they were searching for chili piper versus searching for a calendar tool should that have a different type of sequence (27:06) they're searching for you directly company name they're searching for a tool indirectly should those have different messagings in the sequence and everything else what do y'all think i'm seeing a nod right like because indirect search terms are gold this is what you know what people are searching for without a human involved and then you create snippets on your messaging that is aligned calendar tool versus scheduling tool versus round robin tool versus inbound lead tool should those have different (27:39) types of emails being sent to those individuals right if someone and all these would fall into like chili piper world but think about this right calendar tool scheduling tool around robin tool inbound lead conversion my email should be talking about those things so knowing the search terms that are coming in is so valuable for your messaging for the inbound but we're going to talk about how to leverage these things for outbound a little bit later as well but the reps need to know what they were searching for so (28:10) marketers don't hide that information what were they searching for do you think that would make the call a little bit better if andrew knows that arthur was looking for a round robin tool does that make that call better in the email better than hey thanks for you know watching our webinar right how did they get to that webinar we should be leveraging that right because it allows us to get to the point a lot faster on our calls so leverage these search terms right because different messages are required to stay consistent because flip (28:43) this for a second real quick someone is looking for an inbound lead conversion tool they opt in and the messaging is talking about a calendar tool what will that do that inbound lead all that dude they were out searching for an inbound lead conversion tool says on the website this tool helps with inbound lead conversion great but then they get into an email sequence that's talking about a calendar tool in round robin it's going to confuse them or even worse oh that's not what i'm looking for not interested (29:17) and they never got in touch because they weren't interested in a calendar tool they were interested in the inbound conversion right so it's important that that messaging stays consistent with what they were looking for all right so real quick on this one because i am talking to marketers so my marketers on here y'all jack this up all the time so okay i've been giving you a lot of props so far so i'm gonna call you out on this one for a second inbound misses here all the time all the time look at your websites look (29:45) at your emails look at all the case studies right talk on inbound oh we can just talk about sorry i got this wrong we just talked about the product because they were looking for the product and the website's about the product the marketing messaging needs to be more problem focused right you can't just talk about the product you can't do it it doesn't work that way even for inbound you have to reinforce the problem that the person is trying to do funny enough i worked with my marketing team i went website page my (30:15) website page and talked about what we could switch in terms of our messaging i mariah actually knows this one i did the voiceover for some of our product demo videos i did the voiceover and changed the entire script to be problem focused versus we can get you more patience doctors everywhere today are struggling to get enough patients to stay in business which one do you think resonates more with the prospect right so you have to use the problem-based messaging and ideally the messaging from inbound is also problem focused this is really (30:51) really important and marketers y'all generally are better with um split testing you're better with psychology you're better with some of these things which type of headlines get the most attention bad headlines or good headlines think about us which headlines get the most attention in all things messaging good like here's the good thing or child trapped in well 14 days okay we're attracted to the bad but then every webinar all of our websites all talk about the good our product is amazing it's the best we're best in (31:26) class best in class and by the way stop saying best in class no one cares no one believes it deal with it all right so problem focus what are the struggles that your product solves that's what you pay attention to which webinar funny enough even this webinar i don't even know what was this called what was this webinar called right there called it kevin dorsey's inbound master class kevin dorsey's inbound master class if we had recalled this right the top 10 mistakes i made in my career with inbound (31:58) how i've lost millions of dollars through my inbound funnel we might have three ex-attendants people are attracted to that and so it's talking about the problems that you solve in your webinars right all of that because this is what we need to know is what triggered them to search to solve the problem what triggered them to search to solve the problem this is how you want to be thinking about like especially the hot don't think about they requested a demo yeah i think something happened in their (32:26) world where they finally said i need to do something about it that's the mindset you want going after these people not that they requested demos like yo something happened where argo took the time to go search go to a website put his information in and is waiting for someone to contact him that's the mindset that they want to solve a problem they don't want to see your product that is not what they're doing they want to solve something all right so what are the common problems people that are searching for come in (32:54) with do you know this do you know the common problems that people are searching to solve when they are finding your product this is really really important to know okay so hell yeah andrew i'd love to hear it make sure the entire team knows it make sure every rep knows it make sure everyday e knows it make sure everyone knows this last bullet point everyone needs to know it not just the marketing team everyone needs to know so now let's talk inbound to outbound play okay clearly i didn't update this slide i'll (33:26) get to it on other sites i know i wrote it but check out that meme it's one of my favorite memes and i put it on the wrong side okay we're going to talk about how to do inbound to outbound okay so next up y'all you got to know your numbers you have to know your numbers it's still shocking to me how often people don't know the full funnel numbers okay number of leads number of touches per lead dm connect rate meaning how often you're actually able to get in touch with that lead second dm conversion rate for all the (33:54) leads you're getting in touch with how many of them convert to a meeting you need to have call dispose for objections dm connect not interested dm connect wrong person dm can you need to have the objections in your call dispose marketers again you also tend to be better with data than sales leaders this gives you a host of insights because if all of your demo requests are being dechewed for not interested is that something you'd need to look into right so you need to make sure your call dispose are structured in a way to give (34:28) you insights on what's happening on the calls you also need your dq reasons and we're going to talk qualification later that's always a fun topic don't worry we're going to get into that but you need dq reasons what are they you need to know your speed to lead need to know your conversion rates and just show rates because conversion rate can be skewed i can book all the demos they just won't show up great conversion rate bad show rate what are your open rates and your response rates and your (34:53) sentiment for your emails and then y'all you need to know these by segment how many demo requests how many webinars what's your demo request touch from english your webinar touch per lead what's your cold touch per lead you need to know these metrics per lead channel because what happens often with inbound is it all gets blended in we got 300 leads we booked 10 demos we got 300 leads we booked 10 demos cool all 10 of those demos came from demo requests 200 of the leads were webinars what does that let's you know (35:33) see if y'all are following me here 300 leads came in you got 10 demos but all 10 of those are demo requests 200 of the 300 leads were webinars the other 100 were cold what does that let you know well your book rate on demo request is great the webinars are not working right the webinars are not converting if you don't space it out you wouldn't know right it all just looks hate and then also because here's what happens look at all the revenue we generated well they were demo requests yeah those (36:06) ones closed what happened on the webinar what happened on the cold right you need to know this by segment so you can see where your layers are so um again when i joined patient pop one of our biggest channels lead volume was white paper biggest channel lead volume was white paper our lowest converting channel was white paper so where do you think i focused white papers most amount of leads lowest conversion rate going from two to thirteen percent across four months four months two to thirteen you know that did to our revenue (36:41) from the same budget spend and that also marketers by the way got marketing more money because they were converting so well that when they made the budget request to get more money to spend what do you think finance said just make it rain go for it as long as you're converting above 10 you can literally have all the monies you want right because we were able to get the conversion rates where we needed them to be so now real quick i want to touch on mbr stuff real fast here because mdrs might be handling or aes which we'll (37:14) talk about later mdr should always be asking what prompted the search what prompted the search not how did you hear about us we'll get to that later what prompted the search what had you on your phone at nine o'clock at night googling inbound lead routing like don't you got something better to be doing at nine o'clock at night then like what prompted the search it's a very natural way to start the conversation then you want to have the two to three gap questions we're now have time to get (37:42) into gap questions today but this is the so how are you handling blank so that bad thing isn't happening so how are you handling the inbound leads so that your reps aren't getting you know unmatched like potential they're not getting things too late your leads aren't slipping through the cracks right those gap questions that's what sets up that might make sense hey i think this might make sense we should have a conversation book it the sooner the better but i tested this and something to be aware of (38:08) saw my conversion rates increase even more when we started booking a week out okay now everyone tries to book them very close why does everyone try to book them clips why does everyone try to book close how's today or tomorrow look to stop the no-show rate right okay but if you can take your conversion rate from 20 to 30 percent that has a significantly bigger impact than watching your show rate go from 60 percent or sorry 70 to 60 percent it offsets in a big way 20 to 30 to 50 percent increase 60 to seventy percent (38:46) is only roughly a like seventeen eighteen percent decrease it offsets and enough that it makes sense because also too because here's how it works in the real world what do you all think my tomorrow looks like if you had to guess they might think my tomorrow's just wide open spaces i'm just sitting back doing some thought leader stuff i got you know nine to ten thinking 10 to 11 leading 11 to posting one to two commenting two to three nap because it thought lady ain't easy four to five messages and then done (39:28) no but here's what happens we ask people how tomorrow looks tomorrow looks bad so what it turns into is actually what one just send me an email because we hit a reflux no so giving them an option how does that i'm sure tomorrow is booked up how's next week look what does that do arthur i'm sure tomorrow is booked up how does next week look because if it's not booked up what will arthur say yeah you know what next week sounds a lot better all right but actually yeah next week sounds a lot better but if (39:58) tomorrow does happen to be open he'll tell me if i say i bet tomorrow's stacked already how's next week if tomorrow isn't stacked because actually no tomorrow would work great versus the ones that are stacked already we got them to say yes to the meeting all right so the sooner is better but do not lose meetings because you're trying to rush it now this is something that controversial that's why i put an asterisk next to it i am not a fan of hot transfers now there are times and places for it (40:28) but unless your your tool or whatever you're selling is more transactional i'm not a huge fan of a hot transfer because that guarantees the ae hasn't been able to prep for the call like if it's going straight to an ae it means they have not been able to prep it's just they get on the phone and it's arthur like so i'm not a huge fan of this unless it's highly transactional right or it's getting the prospect knows what they're getting into so have an asterisk here if it works for (40:56) you it works for you but i saw my close rates a lot lower on hot transfers the book rate looked good the close rate was less because it turned into more of a transactional conversation right so just be careful with your hot transfers qualification questions usage not titles we're going to talk qualification can they use the product yes book it if it's the wrong person multi-thread we'll talk about it if they can't use the product don't book it okay again we're gonna get into qualification here (41:24) okay compensation for mdr so this is something i don't know if i've talked about this that much publicly but i think it's important compensate your mdrs on conversion rates and show rates not on meetings and revenue why do you think that is why should you compensate your mdrs or sdrs on conversion rates and show rates not meetings in region there we go chad nailed it hey they can't control number of meetings and they can't control revenue right this is oftentimes what breaks mdr comp plans good or bad (42:06) a whale comes in and you're paying a flat percentage on the deal and literally all the mdr did was book the meeting and they would get like a massive check out of nowhere the flip side is also true let's say now that it ever happens let's just say hypothetically speaking marketing misses the lead number for the month what does that do to an mdr that's booked like paid on meetings the lead number they're converting at the level they should be but not enough leads come through so this makes it so (42:38) much easier what are the standards on the conversion rates and the show rates in this they can't game it don't fall in here they can't game it if i like have a really good book rate but a really bad show rate they offset each other that way you can't gain the conversion rate because the show rate is a part of it right so what are the standards for conversion rate for the different channels that's quota have a scale if you're above it you make more if you're below it you make less you can spiff on revenues and deals if (43:08) you want to it's just a slippery slope there but also cliffs on lead conversion if someone's not converting semi leads to someone who is it also makes sure that sales leadership and sales reps are focused on conversion the most important metric there are they focus on conversion if they are great if they're below it hey we're going to pull your leads back until you get your conversion rate where it needs to be i'm not going to keep sending like i've seen this one rep converting demo request at 60 (43:36) one rep converting demo request at 30 what happens if i sent all that rep's demo request to the person converting at sixty percent come on a 2x increase in pipeline 2x this makes sure that everyone's looking at the same things the right way all right so this is how i like to pay my mdr teams keeping going down the tactics bucket prioritize off engagement right who's opening the emails who's clicking the emails who's watching the videos give them some extra love and attention okay i never want to hear this again in my (44:14) life oh but the step isn't due yet get out of my face like hey this person has opened two emails and clicked your video twice like did you call them no the next call isn't due till thursday y'all prioritize off engagement who is engaging give them some extra love so back to the example before it's a warm lead but they're opening all of your emails so warmly they're opening all of your emails and they clicked on a couple product videos what might be really good to send them what might be really good to send them (44:55) they're opening your emails they clicked on the product video they've registered for the webinar maybe they're worth a personalized email outside the sequence hey arthur so i've been checking things out a little bit more intently you washed out the product video what stood out to you like what feature really stood out what problem does it maybe address for you right get that extra touch in there okay if they're engaging bump them up y'all give them extra love don't wait for a step to be due (45:24) okay so marketers you are like pros at this right you're pros at this all the if then especially this is why my favorite my favorite conference is traffic conversion summit it's a digital marketing conference but it's focused on b2c i love it because b2c marketers are just light years ahead of a lot of b2b marketers in terms of content in terms of copy but also in terms of if events so think about this y'all if i go to a website and browse around what do i start seeing on my facebook i go to a website i browse around what (45:59) starts happening on my facebook and arthur you can come off me gear if you want to chop through this yeah you start getting retargeted with ads right now if i was on the website then i get the ads what if i added a product to my cart then what starts to happen i added a product to a cart but i did not buy then what happens yeah cart abandonments uh now i'm into cart abandonment now i'm getting the cart abandonment emails right oh also i'm seeing ads for that specific product if then let's say all right i went to there (46:34) i put it in i bought it then what happens right after i buy there's the upsell funnel then the downsell funnel right but in b2b want a demo yeah right like create the events if someone's watching your stuff and you can do this in sales often outreach you can even do this with um salesforce and hubspot if they're engaging it can bump them into what we call like a high priority sequence they're engaging put them into the high ones they get a couple extra touches they get that personalization so create the if then (47:09) again what does that marketing funnel look like so now nurture okay still shocking how many legions get thrown into a nurture campaign right so i talked about the buckets cold warm hot what nurture campaign do they all get thrown into the same nurture campaign hmm that makes sense all right just lump them all together just take the hots and the colds and the warms and mix them all together right like this is crazy to me right segment these things out but next next best thing if they were cold they should go into a cold nurture sequence to warm (47:50) them up if they were warm you know they like to engage their company content they should go into something that gets them to hot if they were hot we should be doing everything we can to get back in touch with them right but trigger on engagement there are y'all i promise you there are leads in your nurture that have like opened the last five emails clicked on three of the last links and nobody's calling because they're in nurture if they engage while being nurtured trigger that to come back to somebody else again (48:20) marketers like you know this data you know it if y'all have intent data if someone clicks and goes back to your website maybe that should trigger getting handed off to someone in sales because they're back into browsing mode again right so you trigger things off of engagement while in nurture and for like your good leads and like the hot accounts there should still be like a person touch point 30 60 90 days out hey arthur kd again just touching base been a couple months since you opted in but like my worries you opted in for a reason (48:51) three months ago and that problem still exists if you solve that problem just shoot me over in an email let me know you sold it if not maybe three months is enough time that we can talk about this hugs and kisses kd always end your voicemails with hugs and kisses it's the best okay so and then also an intentional outbound retargeting plan because this also too where do you think i start my outbound team old inbounds because if i can't convert old inbounds outbound what do i know what do i know if i cannot convert old (49:25) outbound old inbounds to outbound what do i know about the outbound program this is this is where we start to connect some dots here can't convert if i can't convert old warm and hot and even cold leads cold inbound from to outbound if i go cold cold i know i'm already in trouble i already already know it's dead on a ride right so you need to set an intentional outbound retargeting plan so now let's talk about this man i knew i threw too much in here i'm gonna run out of time i don't care i'm gonna go to (49:59) the last minute because i'm trying to give you everything i got here to segment or not okay my personal opinion no one treats an inbound lead better than an outbound rep no one treats an inbound lead better than an outbound rep why do you think that is why do you think that is so there we go people light up like they're hungry they appreciate it it's a piece of candy right it's not taken for granted if i'm an inbound rep and i'm getting a hundred leads a month i always know there's another inbound lead coming (50:38) my way oh that i don't want to chase that one down because i'm an outbound rep and you give me i'm like yo like yes some maybe someone wants to talk to me oh my god right so this is how i approach this the only way to actually do this though is you have to ramp people on outbound and then drip inbound i've done it both ways where i ramped on outbound and then started giving inbound that worked when they started getting inbound from the beginning guess what they never ramped on outbound so it's important i've done (51:14) this multiple times now i'm four for six four times it worked two times it didn't both times that it didn't is because they were already getting inbound when outbound was given so tie keeping inbounds to hitting of the outbound okay so let's say the quota is 10 and based off standard conversion rates arthur should be able to get three from inbound well arthur two months in a row is five or lower on outbound guess what he's not going to get that third month inbound i can throttle the inbound based (51:47) off outbound performance so that way they're not leaning on it too much if outbound slips then you can segment it but my personal experience more than twice as tough when they are already doing well on outbound you start to drip inbound and tie it to outbound it works if you give them inbound from the beginning and expect them to do outbound it doesn't okay now direct to ae this is one if it's high intent like high intent and the sla is agreed to you can go for it okay so high intent right they requested a demo i don't mind those (52:22) going straight to an ae because they could give that demo but the sla has to be agreed to how many touches how many calls how many emails the personalization and we're gonna talk sla here in a second because when they go direct to aes you tend to see more cherry picking you know i'm saying like arthur sees kd inbound actually true story kd inbound for um chili piper asking for a solo seat guess who never called me yup making this personal right now all i'm saying right is technically in the inbound lead funnel i'm a solopreneur (53:00) one seat opportunity no one even reaches out right someone sees that goes oh there's only one person i'm not going to call them that's not going to get me to my quota you have to be careful going direct to ae that's when sometimes you see cherry picking occur they see the lead and they're like that's not going to convert and they just dismiss it completely so just got to be careful here but my personal preference outbound with a drip of inbound is my personal preference and i've seen it (53:26) work work very well direct to aes same thing i actually tied my direct aes to their self-gen opportunities if you weren't hitting yourself gen opportunities you didn't get the inbound so you all can see the um the theme there and mariah is throwing the hundred up because she knows that was the life that she lived okay so now stop sla this is important okay agree to the wiggle wiggle stands for what good looks like okay so what are the agreements on speed delete number of touches the sequence they should be using in the messaging (53:59) this needs to be agreed to if sales is following and the leads aren't converting it's marketing's fault if sales is following the sla number of touches speed the lead the right sequence is the right messaging and they are not converting that is marketing's fault if sales is not following and the leads aren't converting still marketing's fault it's always marketing's fault i'm joking it's sales fault all right but i got to poke some fun to my marketers okay so what i'm (54:28) saying here sales sales you can't complain about the leads if you're not doing your part period okay prove them wrong if the leads are bad prove it work them fully and show my speed delete was on point i'm putting in 10 touches i'm personalizing sending video they're still not converting now you can help like have that argument but if you're not doing what you need to because the leads are bad it's not how this works you have to do your part and that's what allowed me in marketing to have really constructive (54:59) conversations i could walk into jordan i could walk in and jump like yo turn off this asset it is garbage it's converting at one percent our leads are all like our touches are there turn it off and what would marketing say back to me okay because they knew that was there the flip side is also true sales comes to me and goes yo these leaps suck they're all unqualified you're making two calls per and one email you know nothing jon snow you don't get to tell me these suck until you have worked them to completion and can prove (55:31) it right so it's very important this is agreed to but also by the different buckets cold sla warm sla hot sla to make sure everything is being worked the way that you need to so now what can outbound learn from inbound okay what are people searching for what are people searching for these are great subject lines what are those indirect search terms highest converting ads marketers you love click-through rates you love click-through rates share those with us because that's a great first sentence that's mean that's (56:05) what's catching people's eyes heat tracking on the website like again there's so much data that marketers have that sales knows nothing about i don't even know if salespeople know what heat tracking is okay arthur how can i leverage heat tracking in my outbound messaging yeah this is what catches their eye and what uh you want to join the conversation in their head so if you already have this pressure tested with inbound why not use the same thing in your outbound messaging right where do people spend their time on the website (56:34) maybe that's what i should be talking about in my outbound messaging right highest downloaded content this is great for outbound shares and nurtures retargeting we talked about this create a strong retargeting process inbounds that didn't convert next day hand off to the outbound team okay outbound gets their hands on it right and then outbound driving people to the website is a good thing because if you can get them to the website and they opt in for the cookie and i know this is different in europe and asia versus us but if they (57:05) accept that cookie what now follows them around the internet the ads right i have emails in my outbounds that are literally designed just to get them to the website so i can get them to the website there's a high chance that we get to follow them around the web and stay top of mind what inbound can learn from outbound okay what are the top objection reps are getting create content around that okay testimonials stories website language product demos all of this right this here okay the best part about the best (57:41) example i got actually i learned this at traffic to convert version sum is that you shouldn't need an fhu page because your website copy should handle if you have an faq page it means your website copy isn't addressing what needs to be addressed okay so the language here what are the top objections sales is getting that should be anchored throughout the website that should you need videos and case studies i would go to andy and say hey type of objection we're getting right now is price per snap can you get (58:10) some testimonials on why the price per snack right is good and then that way you can send it out right to go through those things stories look at this y'all see this right here these were case study cards i had made for my team so you can see it the name of the company okay what their struggle was the results we got them and a quote from them case studies that they can use look at all these okay do you think this maybe empowered the team a little bit like i got a story for that i was like oh man like no i just work as i'm (58:57) talking with dr gottlieb he talked about how important it was i have a seamless site with all the reviews he 2x's patients 3x the appointments being booked i mean marketing these are real stories not fake little case studies on the website and then multi-threading okay inbound stop sitting and waiting stop sitting and waiting okay someone comes in go after who is there and i think we'll have to wrap on this because the right time this is the move in mid-market and enterprise multi-thread on inbound as you're going (59:31) after the inbound lead you go outbound to the other personas at the company this lets you suggest names to the inbound lead too so like i say i finally get in touch with arthur and go hey arthur awesome let's get you booked up by the way how do we get nicholas and elena on the call i know they'll probably be involved why not just pull them in early and i can suggest right i can suggest who should show up versus who else should be involved in this process right i've already started to multi-thread and i can ask to invite (1:00:00) those people as well so i'm at time right now i don't know if i can keep going let me check real quick if i have a hard hard stop okay i can go over five minutes are y'all down to hang with me for five more minutes is that okay arthur let's do it man all right good enough so let's do it i'm gonna keep on firing who gets the credit who gets the credit was it outbound was inbound oh this is always fun okay who the hell cares is what we're going to go into activity and timing all that matters (1:00:34) lead source and rev channel are very different so if it converts so say imbalance it converts with x days inbound lead source rev channel if it does not convert in x days right so it doesn't convert within 90 days then it gets handed back over to outbound and then it closes rev channel outbound lead source inbound but it also works the other way if i'm going after a lead and i've touched it in the last 14 days or 30 days and then it goes to the website and requests a demo that would be rev channel and lead (1:01:06) channel outbound it goes both ways here y'all right you can't just collect if i'm working a lead i want them to go to the website i want them to go to the website but if by them going to the website it causes them to not count as outbound that's where people are working against each other so absolutely um cn if i said that right yes you're reaching out for mid market and enterprise i would absolutely recommend it because that means now one lead equals three one lead equals three because if the one (1:01:35) lead has that problem it means the other three can have that problem too and we can align the messaging okay now this is what i think is important what does the prospect want okay um someone asked it earlier about like where chili piper fits into some of this okay this is key if they want to talk to someone make it easy for them to do so i still can't believe like i can opt into someone and wait 24 hours 48 hours or something get back to me if my expectation is to talk to someone make it easy for me if also if they are always asking for (1:02:05) pricing on that first call that's when you maybe start to send those leads directly to an ae because nothing is more annoying as a prospect i opt in i've done my research we're like you're like what how much does it cost me goes well i don't really know how much it costs but i can put you in from you work at the company you know how much it costs right so if that's coming up a lot see if you can't get the ae on that first call but this is here too like give them the option to book the right (1:02:32) time so if you don't have that speed delete you need if i'm on that contact like all right i fill out the demo give me the option to book right there don't make me wait two hours for someone to get in touch with me especially though if they're not tight qualification criteria let me book the meeting if there are tight qualification criteria let me book someone still needs to follow up before that meeting hey saw you put time on arthas calendar for next week just wanted to make sure we can make it productive i got like (1:03:02) three four questions to ask you real quick so that's a good meeting instead of a waste of time so you still need to get in touch with them but give them that option to book and then this is big y'all if they opted in for a product demo making them talk to an sdr then a 30 minute call with the ae to do discovery before they get to see the product is pissing your prospects off i can guarantee it if they opted in for a product demo you better give them a little taste on that call because otherwise someone else is give (1:03:36) them a taste they opted in for a product demo not to be discovered okay we've discovered through that we've discovered through the product demo but it's important what are they opting in for give them that path right that's why i love the booking on like the auto book or giving the calendar someone said yo i want to talk to someone cool when you want to talk to someone or are you free right now and then they can just send it to someone who's available that's when it makes a lot of sense (1:04:04) so persona based snippets we've talked about this a little bit you personalize to the person you customize to the persona create persona based snippets right so the rep can quickly make the email applicable one of the top three pain points for personas you can connect the product or the next best thing so again different sequences for the type different messaging for the persona really really important that you nail this down what is qualified rtbs and rtb's only and y'all could hit up the last two marketing leaders i (1:04:35) worked with you could hit up jared you could hit up jordan tell them what's up for me love them to death at least on a weekly basis like yo where those rtbs at that's all i want that's all i want are the rtbs and they would tell you that first they'd roll your eyes then they'd probably say god i love kd but he could be annoying sometimes and i say rtb stands for ready to buy that's all i wanted just give me these are ready to buy that's all i want screw everything else just give me the leads that are (1:04:58) ready to buy okay this is how i look at qualification qualified can they use the product not qualified they can't use the product team size industry tech stack that tends to be good qualification reasons not things budget title timing or interest those are not qualification reasons okay so my aes listening demo until you can't demo anymore until you are drowning in demos i do not want to hear about well it was only a director not the vp so it wasn't qualified you run that demo and you run that demo (1:05:31) like it's the best demo you've ever had in your life all right run it until you can't anymore if someone too low ranking comes in then multi-thread make the ask so these demos tend to be most impactful when we also have someone from ops or also someone from revops involved can we pull them in two so you don't have to chase people down afterwards like make the ask if the title's too low but budget and timing marketing doesn't control that marketing doesn't control if someone looking has budget or they're ready to (1:06:00) buy today they don't control that they're only garnering curiosity and potential interest so we made a job putting this all together lead type okay lead type leads to specific messaging based on the persona and the search reasons a line in the process of whether the prospect expects and wants make the touches personalize and customize remember the next best thing inbound to outbound outbound to inbound book more demis i told you i was bringing the fire today arthur i told you let's go man man this was amazing and thank you for (1:06:35) the the people that stayed a little after i know uh we had a lot to get through but lots of tactics here this is how you save millions of dollars on inbound pipelines so appreciate you you bringing the fire kitty this is amazing let's go my man so appreciate y'all i'm sure this recording will get you know sent out and saved but there's juice to be squeezed y'all there's juice to be squeezed go find it deuces yeah amazing thanks everybody catch you later