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Actionable Marketing Podcast

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Sep 18, 2018

For companies that generate $5-$20 million in annual recurring revenue (ARR), marketing typically sources about 42% of an account executive’s leads. For larger revenue-generating companies with $20-$50 million in ARR, marketing sources only 36% of an account executive’s leads. So, if your inbound traffic is flatlining, it’s time to look into new lead sources to grow your business. How? Outbound sales and marketing processes, which diversify lead sources that help grow your business.

Today, we’re talking to Trish Bertuzzi, CEO and founder of The Bridge Group and author of The Sales Development Playbook. The Bridge Group provides services to the B2B technology space in three areas: Sales development, inside sales, and account-based selling. Trish identifies the biggest challenges when companies are getting started with outbound sales or marketing. Best practices include automation and getting past cold processes to drive huge returns from outbound efforts. 

Some of the highlights of the show include: 

  • 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?

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