Here at PipeRev, we help drive clients more sales opportunities than they’ve ever had before. The key to our strategy is an automated marketing campaign machine. This is an ongoing process that we test, refine, and repeat to continuously improve the quality and quantity of leads for truly ultra-leveraged prospecting.
This self-improving cycle starts with a clear understanding of our clients, their top-priority goals, and who they want to do business with. From there, we set in motion a series of steps to achieve a seamless flow of leads, resulting in an outstanding pipeline of highly qualified ideal prospects. Here are the 7 keys to building an automated outbound sales prospecting machine:
1. Understand the big picture of exactly what you want/need to accomplish.
We start by understanding the big picture. What do you really need to accomplish from an outbound prospecting perspective? What are the sales goals? From there, it’s time to determine how many sales per month you need to generate from the outbound campaign — and how many leads per month are required to get there. Once we understand these critical prospecting metrics, the next step is to target your ideal prospect.
2. Target your ideal prospect.
Knowing your ideal prospect is key. Who are they? What kind of organization are they at? Where do they live? Are they currently in the process of hiring? Do they have a certain type of product? Do they use a certain suite of services? Whatever those factors are, it’s essential that we dig deep to understand exactly who your ideal prospect is. Think about it this way: If you could have your salespeople sit in front of any prospect on the planet, who would it be and why?
3. Personalize your outreach as much as you can, at scale.
Once we understand your ideal prospect, it’s time to start to think about all the ways we can personalize your prospecting outreach — at scale. The key is to personalize your outreach in a way that doesn’t require something impersonal like an email blast. When a prospect reads your email, he or she should think: “Wow. This person really did their homework. They really understand who I am and they’re clearly a real human being.”
Accomplishing this at scale requires that we send out many emails per day, in an automated way, that don’t sound automated at all. That’s a huge part of what we do at PipeRev.
4. Mine the data.
The next piece is all about mining the data. You’ve probably heard a lot about this before. To mine the data, we need to determine where you’re actually going to get those contacts, and figure out what you need to know about them to keep them engaged in a conversation. This is where any campaign succeeds or fails. We use a suite of technology tools along with a team of real human beings to enable us to get the absolute cleanest data for our clients. These collective efforts allow us to get not just business information, but also a cadre of real-life information on each prospect. That way, we really understand who they are, and when we send them an email, they say to themselves, “This is a real person.”
5. Lay out your prospecting campaign.
Next, we lay out exactly what your prospecting campaign will look like. What are all the steps? This is so important. Most salespeople are pretty haphazard about the steps in their prospecting campaign. They might send out an email here or there, and then they don’t hear back, so they send out a follow-up email, and maybe they’ll call. What we’re doing as an agency is determining all those steps up front.
A multi-channel prospecting campaign:
Each time we touch a prospect we want to provide real value, in a way that’s strategic. We’re always challenging our clients to think about how we can offer value every single time we’re talking to a prospect.
Once we have the campaign laid out, it’s all about implementation. Implementation is about using every single tool we have available to help us understand the technical issues like email deliverability and ideal follow-up methods. These things come together to help you send out highly personalized emails, at scale. The aim is to get you in front of hundreds of thousands of people every single month, to help drive your team the number of leads they need in order to hit the sales goals that will ultimately grow the organization at the level you need.
7. Test, refine, and repeat.
People often don’t think about this last step. They think, “OK, once I get this process set up, I’ll get going, and I’ll be done.” But in reality, we need to be constantly testing and refining our process. Even as outbound cold prospecting experts, we don’t know exactly what’s going to work, and what isn’t. This is why we split test everything, and we let the data decide. In our organization, we’re making bets all the time. I can’t tell you the number of beers I’ve had to buy someone just because I lost on the split test battle. But you know what? I don’t really care. I want the absolute best test to win. I want us to use whatever that is, and then test from there. We’re always letting the data decide, and then refining, and testing again.
And finally, we’re going to repeat from the beginning. Go back to thinking big picture and walk through all the steps over again. This is a continuous cycle of steps that are going to be repeated to improve your leads to the highest quality possible. As a full-service agency, we implement this whole process for you.
If you’re a sales leader and you think you might want us to set up an automated outbound sales prospecting machine for you and your team, we would love to put together a free pipeline growth audit of your current processes. Think of it as a test drive, and a way to kick the tires. Just fill out our form, and our team will get working on your audit to drive you more business.
Here at PipeRev, we’re a team of bona fide sales nerds obsessed with getting world-class results for our clients. Our model isn’t perfect for everyone, so we’ll let you know what we think. But if you’re the right fit for us, we’ll be psyched to drive you more leads than you ever knew possible. You’ll get lots of hands-on attention directly from our founder, as he helps you set up your campaigns, implement your customized strategy — and then bring in the full force of our team to drive massive sales with ultra-leveraged prospecting.
Marc Wayshak is the best-selling author of three books on sales and leadership, including the highly acclaimed titles Game Plan Selling and The High-Velocity Sales Organization. His data-driven sales strategies have helped hundreds of clients achieve massive sales growth. As the founder of PipeRev, Marc has used those same strategies to grow a world-class sales agency.
Marc is our Sales-Nerd-in-Chief, practicing a data-driven, science-based approach to selling that utilizes all the best tools available to sales organizations today. His approach has proven results for clients in a wide range of industries.
Marc is a frequent contributor to Inc, HubSpot, Fast Company, Entrepreneur Magazine, and Huffington Post Business. He also hosts a popular YouTube channel on sales strategy with over 30,000 subscribers. Marc holds an MBA from the University of Oxford and a BA in social sciences from Harvard University.
In his free time, Marc is an avid kiteboarder, rugby player, and world-travel companion to his amazing wife, Stephanie. He’s also an aspiring at-home chef and personal dog walker to his chocolate labradoodle, Moose. He has tried to implement the strategies from The 4-Hour Work Week. It didn’t work.