Focus is the name of the game when it comes to executing a successful outbound prospecting lead generation effort.
Focus on the right segments, focus on the right buyer personas, focus on the right pains that the persona is likely experiencing, and focus on the best activities necessary to get the team to their goal of creating new opportunities for the sales team.
I encourage all of our teams to have a model day for success, and apply it daily. It sounds a bit cheesy and perhaps micro-manager-esque, but the day of a prospector needs to be hyper-focused. Why? Between inbound emails, outbound emails, outbound calling, inbound calling, and researching it is very easy for someone in this role to get distracted and in turn not meet their daily productivity goals. To be less of a micromanager, ask your rep to design their own model day — what works for them, what they think they need to be successful — review it with him/her, and then hold him/her accountable.
Here is an exercise that I encourage lead gen reps to execute at the end of every day to get focused and buttoned up for the following day (45 mins):
- Pick 3-5 companies to focus on tomorrow that you want to “win over” (i.e. set an appt)
- Identify each company’s email formula (i.e. [email protected])
- Identify the corporate # (make sure it’s accurate in sf.com)
- Identify a minimum of 5 leads per company in addition to what you may already have in your CRM (this might be more difficult if your target is more narrow, but then again, it doesn’t hurt to have convos with potential champions!)
- Identify if you have any 2nd or 3rd connections with these leads in LinkedIn; reach out to those connections asking for an introduction
- Find something interesting about the company that is relevant to leverage (i.e. new product release, promotion, award, etc.)
- Send emails to the new leads to warm things up for your call tomorrow
I can assure you that your reps will come in the following day with a greater focus if this exercise has occurred the evening prior!
Editor’s Note: To get more great tips on improving your B2B sales and marketing strategies (and growing your business), sign up for the OpenView newsletter.