The Sales Growth Hub welcomes Craig Klein, founder and CEO of SalesNexus, who will discuss how to turn lists into leads! Whether it’s current customers, cold leads, trade association membership or acquired lists, every business needs to be able to send emails that create engagement. In this webinar, Klein will focus on what works and what doesn’t work with email in 2014. You’ll learn a simple 3 step system to create emails that pre-qualify leads for sales people and create engagement with your audience.

1. Michael Halper
Co-Founder – Sales Growth Hub
Founder and CEO – SalesScripter
Sales Growth Hub Webinar Series

2. What is the Sales Growth Hub?
Trusted Experts in Growing
Businesses!
Webinars, Videos, Articles,
eBooks, all FREE!
Community where
businesses and sales and
marketing leaders meet.

3. Areas of Expertise
• Lead generation
• Search engine optimization
• Social media
• Web design
• Web development
• Sales consulting
• Sales coaching
• Sales tools and software
• Customer relationship
management
• Sales training
• Sales management
• Marketing consulting
• Email marketing
• Branding
• Video production
• Public relations
• Pay-per-click advertising
• Digital marketing

4. Hub Members

5. Webinar Schedule
4/23: How to Build an Over-Achieving Sales Force
– Sean Piket
5/7: How to Build Landing Pages that Convert
– Chris Burres – CEO, E-Webstyle
5/21: The Future of Data-Driven Sales and Marketing
– Forest Cassidy, Founder and CEO - LeadFerret
6/4: How to Lead a Successful Discovery Sales Meeting
– Mike Faherty, Founder and CEO – ProSales Connection
6/18: Earn New Prospects, Convert Existing Prospects Through Multi-Touch Marketing
– Bill Corbin, Founder and CEO – Enfront Micro-Marketing
7/9: How to Ethically Steal Content
– Kate Frank, Owner – Kate Writes Right

6. Craig Klein
Co-Founder – Sales Growth Hub
Founder and CEO – SalesNexus
Designing Email Campaigns that
Generate Leads

7. Webinar Schedule
• CEO and Founder – SalesNexus.com
• CRM and Email Marketing
• 20+ years, hiring, training,
• Managing sales people in Energy &
• Technology.
• Author of Grow Sales with Emails, The Magic 5 of
Content Based Email Marketing….

8. Agenda
• Big brands and small businesses all struggle to create email
marketing content that is compelling and engaging AND not
spammy.
• We'll discuss the fundamental principals of what works and what
doesn't work in email marketing in 2014
• Describe a simple process to create campaigns that engage
customers and pre-qualify them for sales contact or movement to a
2nd or 3rd tier of email campaigns.

9. What are most brands doing now?
• Newsletters – links to blogs, staff & product updates, etc.
• Event Invitations – trade shows, luncheons, webinars, etc.
• Specific Calls to Action – sign up now, buy now, save now, etc.

10. Why It’s Not Working?
• Your Emails look the same as everyone else’s.
• Mobile! – 50% +
• Wrong people, wrong message, wrong time
• It’s all about you.

11. Campaign Segments
Cold Leads – old leads, purchased lists, industry group memberships
- Educational and Informative Content
Referrals, Networking - Educational and Informative Content
Web Leads - Competitive Comparisons, Case Studies, CTAs
Qualified Prospects in the Pipeline - Case Studies, Testimonials, CTAs
New Clients - How To, Best Practices, Upsell/Cross Sell
Existing Clients - Upsell/Cross Sell, Surveys, Content
Former Clients - Educational and Informative Content, Surveys

12. Campaigns
 New Leads
 Qualified Prospects
 Cold Leads
 New Clients

13. Why It’s Not Working?
Lead
Conversion
I don’t have a problem!
I’m not trying to fix it!
New Lead
Qualified Lead
Closing
$ Customers $

14. Bad Timing

15. Why It’s Not Working?
30.0%
4.3%
0.5%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
1 HR OR LESS
1 TO 2 HRS
24 HOURS
Odds of Qualification

16. Easy Win!
80% Not Closed
X 20% close rate
16% Customers
Later!
80% increase in
Sales!
Customers
20%
Qualified
30%
Contact
20%
No Contact
30%
Lead Results
Customers
Qualified
Contact
No Contact

17. Sales Pitches Don’t Work
 Opt Out Accelerates
 Turn off most of your leads before
they’re ready to buy

18. Why It’s Not Working?
Lead
Conversion
Don’t try and sell me what I
don’t think I need!
New Lead
Qualified Lead
Closing
$ Customers $

19. Creating Your Campaign
1. Write down 4 Pain Questions
2. Find your content
3. Write the emails

20. Educational & Informative

21. Finding Content
Business Pain
• Revenue
• Costs
• Customers
Low revenue / market share / close rate
High cost of goods sold / labor cost
Poor delivery of services
Personal Pain
• Income
• Career
• Work Environment
Low bonuses, commissions, compensation
No recognition, no promotions / career path
High workload, poor work–life balance
Technical Pain
• Processes
• Systems
• Employees
Slow, broken, or manual processes
Poor system or employee performance
Lack of reliability

22. Educational & Informative

23. Email Example

24. Case Studies & Testimonials

25. Finding Content

26. Write the Email
• Subject Line – #1 most important factor.
• Focus on Pain
• Keep it short
• Video – 2x click rate!

27. Creating Your Campaign
• Write down 4 Pain Questions
• Find your content
• Write the emails

28. Making the Call

29. Make the Call
Sooner is better!
Great: 4 hours
Good: Same day
OK: Next day
Don’t bother: 2 or 3 days

30. Takeaways
1. No Content = No Long Term Relationship
2. Don’t Sell Until You’re Asked To
3. Everyone Has a Campaign – Increase Sales!
4. Try SalesScripter.com to identify Pains and Content
Topics
5. Try LeadFerret.com to build your list.

31. Next Steps
1. Start a free LeadFerret account.
2. Get a SalesScripter account – identify your Pains.
3. Get a SalesNexus free trial send 1000 emails during
the trial.
4. Get 500 free contacts with email addresses!

32. Our Next Webinar!
• How to Build & Develop a Highly Productive Results-Driven Sales
Team
• Receive a copy of Sales Integrity’s new White Paper authored by Sean
Piket with the same title as the webinar: “How to Build & Develop a Highly
Productive Results-driven Sales Team”.
• Presenter: Sean Piket, Founder and CEO – Sales Integrity
Date : April 23, 2014
Time: 1:00 PM to 2:00 PM CST
Register at: http://salesgrowthhub.com/how-to-build-an-over-achieving-sales-
force/