Contenu connexe Similaire à Growth engine istart-june-2016 (20) Plus de Incubation & Industry (20) Growth engine istart-june-20161. GENERATE LEADS AND SALES
How to
B2B Growth engines
in a predictable—and repeatable—way?
Copyright © 2016 113 Labs
2. About you
• One sentence about you
• A bit about your project
• What are you trying to achieve with this session?
• What is the ideal outcome?
• What do you expect to learn?
Copyright © 2016 113 Labs
4. ü Building complete, A-Z growth engines that generate
sales-ready leads since 2011
• Belgian Growth Agency for startups and SMEs
Where the story comes from
5. agenda
• The B2B Growth Mindset
• By popular demand: Outbound & AdWords
• (if time) Email Marketing Kick-starter
• One-on-one sessions
Copyright © 2016 113 Labs
7. for example, you could:
• Invest in Google AdWords, only to find out that:
• your keywords are too expensive
• that they attract the wrong prospects
• that the prospects just don’t convert into sales
Copyright © 2015 113 Labs
8. Or get some results…
…but miss out on a bigger opportunity
30x cheaper leads
Copyright © 2015 113 Labs
10. CASE STUDY
976SIGNUPS VIA THE LANDING PAGE
IN JUST 3 WEEKS
At the same 7me we learned a lot:
ü Conversion rate per channel
ü Customer Acquisition Cost
ü Opportuni7es for scaling
ü Feedback on the product
11 versions of landing pages
Copyright © 2015 113 Labs
11. Mindset
Growth is process, not hacks
• Database with "
growth ideas
• Read, follow, get new ideas
• We’ll kick start you here
• Prioritize ideas: impact,
certainty, effort
• Growth review & planning
meetings
• Weekly
• Review KPIs & progress
• Review ongoing experiments (kill,
continue, improve, scale)
• Quarterly / monthly
• Review progress, channels,
communication
• Plan – research / minimal
experiment / optimization / scale up
Copyright © 2016 113 Labs
12. Exercise
are you ready?
• What is the growth goal for this year?
• Revenue, # customers
• What are your main KPIs?
• Who is responsible for growth in your startup?
• How many FTEs?
• How will you track your results?
• Practical simple process you will commit to
• What are the experiments that you commit to run
in Q3?
18. agenda
• The B2B Growth Mindset
• By popular demand: Outbound messages &
AdWords
• Preparation exercises
• Outbound & AdWords exercises
• (if time) Email Marketing Kick-starter
• One-on-one sessions
Copyright © 2016 113 Labs
19. preparation
• We’ll gradually build elements of sales argumentation
• These elements can be reused in different types of
campaigns and mediums (landing pages, different
ppc, outbound…)
• The different mediums / campaigns have different
context:
• What happened before they saw your message
• Position in the sales funnel (unaware, problem aware,
solution aware, comparing solutions, aware of your
product)
• Intention (searching vs interrupt vs reading on topic vs
discussing on topic)
• Limitations (both imposed, and human)
Copyright © 2016 113 Labs
21. Exercise
1-sentence pitch
My project <NAME>
will provide <A DEFINED
OFFERING>
to help <A TARGET AUDIENCE>
<SOLVE A PROBLEM>
with a <SECRET SAUCE /
DIFFERENCE>
ü NO CLEAR CUSTOMERS
Internet users, citizens… VS first time
mothers above 35"
SMEs VS owners of manufacturing
companies with 50-200 employees
ü Solution without a clear problem
help citizens do their administration
more efficiently vs help citizens get
their documents within 2 working
days, without going to the town hall
ü Buzzwords, embellished adjectives
Revolutionarry mobile-social CRM vs
iPhone application
22. Exercise
core sales argumentation
elements
• Short (few words) description of your customer
• Top—very specific—problem that you are solving
• Your specific solution
• Your uniqueness
• Top (end-) benefit or desirable result
Copyright © 2016 113 Labs
24. Headline formula #1: Problem/Solution
Problem in the headline, solution in the sub-headline
Copyright © 2016 113 Labs
25. Headline formula #2: Desirable result
The top end result/benefit your prospect desires + how
you deliver it
Headline formula #2.2
“The” + [Adjective, Adjective + “Way”] + desirable but
difficult thing
The Lightning Fast, Easy Way to Run Free Background Checks
26. Headline formula #3: Objection handling
Highly desirable result (+ time limit) + remove objection
Hot fresh pizza delivered to your door in 30 minutes or it’s free (Domino’s)
SetupYour Next A/B Test in 15 Minutes... or We’ll Do It forYou
Headline formula #3 bis
“Now” + highly desirable thing you can do + “even if” objection
NowYou Can Build an iPhone App Even IfYou’re Not a
Programmer
27. Headline formula #4: Numerals
[Numeral + noun(s)] + verb + object
64,456 People Have Already Told Their Friends about Blastobot
Headline formula #4.2
Verb + [numeral + noun]
Get 1,000+ New Twitter Followers
Copyright © 2016 113 Labs
28. Headline formula #5: Position yourself against
competition
[Your main competitor] + [what they do] + [your product] +
[what you do better/different]
Google Analytics tells you what happened, KISSMetrics tells you
who did it
Headline formula #5.2
Unlike other [competitors] + [undesired feature], + [your
product] + [what you do better/different]
Unlike Other E-commerce Platforms That Are Bound To Their
Respective Hosts, Magento ProvidesYou The Freedom To
Choose Any Web Hosting Service.
Copyright © 2016 113 Labs
29. Headline formula #6: Comparison
Do X + “like” + Y
Expertly Manage Your Books Like an Accountant
Headline formula #6.2
X + “that’s as amazing as” + Y
Email Support That’s as Amazing as In-Person Help
Copyright © 2016 113 Labs
30. Exercise
write 3-5 headlines
• Problem in the headline, solution in the
subheadline
• Headline: What's making your visitors leave?
• Subhead: Find out by seeing how users click
and scroll through your website
• The top end result/benefit your prospect
desires (+ optional specific period of time) +
remove a top objection
• Hot fresh pizza delivered to your door in 30
minutes or it’s free (Domino’s).
• Make Your Website Ultra-Fast and Secure
without Changing Your Hosting
• Highly desirable result + time limit +
consequence if highly desirable thing not
delivered
• “Setup Your Next A/B Test in 15 Minutes...
or We’ll Do It for You”
• “Now” + highly desirable thing you can do +
“even if” objection
• “Now You Can Build an iPhone App Even If
You’re Not a Programmer”
• “How to” + [verb + noun] + benefit
• “How to Support Customers 7x Faster with
GizmoJo”
• [Numeral + noun(s)] + verb + object
• “64,456 People Have Already Told Their Friends
about Blastobot”
• Position Yourself Against Competition
• E.g. <Your main competitor> + <what they do>
+ <your product> + <what you do better/
different>
• Google Analytics tells you what happened,
KISSMetrics tells you who did it.
• OR: Unlike other <competitors> + <undesired
feature>, + <your product> + <what you do
better/different>
• Unlike Other E-commerce Platforms That Are
Bound To Their Respective Hosts, Magento
Provides You The Freedom To Choose Any Web
Hosting Service.
• Verb + [numeral + noun]
• “Get 1,000+ New Twitter Followers”
• “The” + [Adjective, Adjective + “Way”] + desirable
but difficult thing
• “The Lightning Fast, Easy Way to Run Free
Background Checks”
• Do X + “like” + Y
• “Expertly Manage Your Books Like an
Accountant”
• X + “that’s as amazing as” + Y
• “Email Support That’s as Amazing as In-Person
Help”
Copyright © 2016 113 Labs
32. Exercise
End-benefits
• Imagine your customer is using your product or
service:
• What are the main customer needs that you solve?
• How will it improve their life / work / business?
• What are the main results you create for the customer?
• Can you in some way quantify value you create for them (in
hours saved, money made, percent improvement…)?
• What are the other benefits?
Benefit
Why/how end benefit is achieved
1. Get Paid 11 Days Faster
Invoicing online is so easy you’ll send your
invoices sooner and clients will pay you
quicker.
2.
3.
Copyright © 2016 113 Labs
34. Exercise
craft your call to action
Describe your offer:
• 1. Write out what the prospect
will get.
• Example: Free trial, one-hour of
free consulting, download ebook,
etc.
• 2. Explain what the prospect
has to do to get the offer.
• Example: Call you, send an email,
enter contact details, etc.
• 3. Explain why the offer is
valuable — what two or three
benefits will they get after
completing this next step?
• 4. Explain how and when the
offer will be delivered.
• The ebook will be instantly sent
to your email address, we’ll have
a meeting at your office, you’ll
receive a call from our sales
team, etc.
Craft the CTA text:
• Lead with a known, familiar verb
• Use articles (e.g., ‘the’, ‘a’) or
prepositions (e.g., ‘for’) if room allows,
to avoid sounding robotic
• Be specific with your word choice rather
than generic
• If you can add a benefit or point of
value, do so
• Consider the page you’re driving to and
the headline on that page (to avoid
disjointed experiences)
• If you can swing it without sounding
aggressive, it can help to suggest
instant gratification by tacking on words
like “Today”, “Now”, “Instantly” or “In
Seconds”.
• Accompany your CTA-button with a
byline that removes objections:
• What fears could your customers have for
moving ahead with the calls to action?
• What testimonial can you add that removes
the most important object w.r.t. your CTA?
Copyright © 2016 113 Labs
36. Every single prospect is anxious
about making a purchase.
ANXIETIES
Unearth your prospect’s
Copyright © 2016 113 Labs
37. Objection Counter argument
Financial: will I get my ROI (return on
investment)? How fast this will happen?
Facebook gives companies a 22% lift in
ROI.
Product-needs risk. yes your product may
work for xyz, but will it work for me?
Outline the features of your product in
detail. Give them a free trial
Competitor risk: fear of choosing the wrong
option.
Virgin has no problem detailing how
their service is better than that of Sky, to
great effect.
Compatibility risk: how does your solution
fit into the way your prospect works
Emphasize a minimal, if any, impact on
your prospect’s business.
Exercise
objections into reasons to buy
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39. If pictures are worth a thousand words, then credible
customer testimonials are worth even more
EVANGELISTS
Bring out your
Copyright © 2016 113 Labs
40. Template / questions
• 1. What concern (or problem) were you having
before working with me?
• 2. What did you find out as a result of working
with me?
• 3. What specific feature did you like most about
working with me?
• 4. Would you recommend me to others? If so,
why?
• 5. Is there anything you’d like to add?
Copyright © 2016 113 Labs
42. Exercise
trust elements
• What trust elements can you include in your
communication
• Well-known customer names
• Partners
• Numbers (e.g. number of users, results you achieved
for your customers…)
• Awards
• Media appearances
Copyright © 2016 113 Labs
43. agenda
• The B2B Growth Mindset
• By popular demand: Outbound messages &
AdWords
• Preparation exercises
• Outbound & AdWords exercises
• (if time) Email Marketing Kick-starter
• One-on-one sessions
Copyright © 2016 113 Labs
44. Exercise
craft google adwords ads
• Select 2 keyword groups
• Write Google AdWords
• Look at the landing page
• Use this template:
• https://docs.google.com/spreadsheets/d/1QyG-
vObpspKKD7kxQoVMHMqi4E0nBXy9p8CXSFI79tw/
edit?usp=sharing
Copyright © 2016 113 Labs
45. tips
• Where is the keyword in the funnel?
• What counts is cost of conversion, not
CPC (actually cost of sales)
• Check different countries
• Quality score!
• Look at actual keywords, eliminate
irrelevant
• Relevant for SEO too
• Keywords -> pages & articles on the site
• Will it convert (as it’s a long term
investment)
46. Exercise
craft OUTBOUND MESSAGE(s)
• What’s your conversation starter message?
• Or part of the message?
• Examples: referral, upcoming relevant event, job opening,
technology they use, same LinkedIn group / forum, news,
something on their website…
• Write
• Few words description of the role you are targeting
• Non sales-y, 1-sentence introduction
• Three-bullet pitch
• Call to action
• For the opening
• For the closing
• P.S. – e.g. trust
• A reminder
• Can add more information, objection handling, trust elements…
Copyright © 2016 113 Labs
47. case studies
Software tool for mid & large
companies
— Targeting: HR departments of 200+ companies
— Business model: SaaS
Financial services
product
— Targeting: SME owners and CFOs
— Business model: marketplace /
commissions
100.00%
72.38%
60.74%
44.96%
16.36%
4.05%
100.00% 96.25%
61.07%
22.38%
4.14%