Your outsourcing recipe for success. Common misconceptions & setting realistic expectations. When outsourcing is an appropriate resource and when it isn't. How to effectively scale an outsourced strategy during critical growth stages.

1. Outsourcing LeadGeneration
Best Practices
#salesIQ

2. YOUR HOST
Aaron “air” Ross / @motoceo
#1 Bestselling Author, Speaker and Strategist
Aaron continues to reshape outbound sales teams
with his approach outlined in Predictable Revenue,
which Inc Magazine calls “The Sales Bible of Silicon
Valley." Aaron built outbound sales at salesforce.com
resulting in an added $1 billion in revenue.

3. PREDICTABLE REVENUE
Award-Winning
#1 Bestseller
!
!
Called
“The Sales Bible Of
Silicon Valley”

4. YOUR PRESENTERS
Eric MacColl!
Director of Marketing, Scripted
Scripted's mission is to better the quality of written content on the Internet by helping
businesses create it at scale. While Eric enjoys all aspects of marketing and business
development, he comes from a digital marketing background from his time at iProspect.
Anand Kulkarni!
Founder and CEO, LeadGenius
By combining the power of people, technology, and data, LeadGenius enables
growing companies to quickly and easily scale their outbound prospecting campaigns.
!
As a former mathematician and National Science Foundation fellow at
UC Berkeley, Anand developed new techniques to outsource and crowdsource work
reliably and at scale.

5. JOIN THE CONVERSATION
@LeadGenius
#salesIQ

6. TODAY YOU WILL LEARN HOW TO
1
2
3
Triple your sales with predictable lead !
generation.
Produce compelling content that drives!
engaged traffic with outsourced inbound !
marketing.
Repeatedly generate consistent sales !
through virtual outbound prospecting.

7. Aaron Ross TRIPLE YOUR SALES
Create predictable, scalable revenue.

8. Aaron Ross FATAL MISTAKE
fatal mistake:
growing revenue by hiring salespeople

9. Aaron Ross 3 TYPES OF LEAD GEN
Even with a perfect sales process or big sales
team, if your lead gen is crummy, you’ll
struggle
With great leads, you can get everything
else wrong and still do well
There are 3 types of leads

10. Aaron Ross LEAD GEN
Seeds, Nets & Spears

11. Aaron Ross SEEDS
Seeds: Turn Your Funnel into an Hourglass

12. Aaron Ross NETS
Nets: Example Marketing Funnel

13. Aaron Ross Spears
Spears: Example Outbound Funnel

15. Aaron Ross SALES SHOULDN’T PROSPECT
Why?
They aren’t any good at it
They don’t like it
It’s not repeatable

16. Aaron Ross SPECIALIZED SALES ROLES
Specialize your four core sales roles.

17. OUTSOURCING YOUR
INBOUND
MARKETING
SCRIPTED.COM

18. Seeds
Nets
Spears
SCRIPTED.COM
NETS
Spears, Seeds, and NETS
Inbound leads from Marketing

19. SCRIPTED.COM
CONTENT FORMATS
Inbound Marketing

20. Don’t Create Content Just To Create Content
SCRIPTED.COM
IDEA GENERATION
Know This First:
Your
Brand
Content
Creation
Your
Audience
Timing

21. SCRIPTED.COM
MESSAGING
Content is not just to get people to your website:

22. SCRIPTED.COM
MESSAGING
LATE STAGE
Sales & Revenue
MID STAGE
Lead Gen & Subscriptions
EARLY STAGE
Engagement & Reach

23. SCRIPTED.COM
SUCCESS
Success for Scripted’s Content
Engagement Qualified Leads

24. SCRIPTED.COM
SCALING SCRIPTED
Scaling Content With
Outsourcing

25. SCRIPTED.COM
CONTENT TEAM
What Are Marketers Outsourcing?

26. SCRIPTED.COM
CONTENT TEAM
Strategy, Writing and Editing Are Different
Planning
Writing
Promoting
Publishing Editing
Content strategists need to
focus on their core audience
and maintain an editorial
calendar.

27. SCRIPTED.COM
CONTENT TEAM

28. Know these before outsourcing to writers:
SCRIPTED.COM
COMMUNICATE
1. Industry – what do your writers need to know?!
2. Topics and titles – do you need ideas?!
3. Examples on your blog or blogs to emulate?!
4. Tone – style guide?!
5. Budget!
6. Timeline/Editorial Calendar

29. SCRIPTED.COM
SCRIPTED SCALING
What Type Of Content Is Easiest To Outsource?
Thought-leadership
Long-form content
Newsworthy/trend content
Evergreen content

30. SCRIPTED.COM
SCRIPTED SCALING
Small Team, Big Content
Team!
• Content Manager!
• Content Editor!
!
Volume!
• 50+ pieces of content published
per month!
!
Content!
• Blog Posts!
• Guest Posts!
• White Papers!
• Slideshares!
• Webinars!
!
Content Creation
In-House
20%
80%
Outsource to Scripted Writers

31. SCRIPTED.COM
SCRIPTED SCALING
Efficiency of External Writing Teams
Editorial
Calendar
Submit
Guidelines
!
Content
Written
Review
Content
Measure and optimize
Measure
Publish/
Promote
Plan content 4 weeks in
advance
30+ pieces of content written in
5 to 10 days
3 to 5 days of review and
editing
Promote across relevant
channels immediately

32. GENERATE CONSISTENT SALES!
THROUGH VIRTUAL OUTBOUND
PROSPECTING

33. Seeds SPSEPAEARRSS
Nets
LeadGenius.com
SPEARS
OutSbeoedusn, dNe ltes,a adnsd SfrPoEmAR SS ales
!
The Good: Predictable results, often pinpointing specific executives.
!
The Bad: Not profitable for small deals or customers. !
Hard to scale exponentially. You need $$ to hire sales associates.

34. Specialized, scalable roles at each stage
LeadGenius.com
OUTBOUND FUNNEL
Prepare
Prospect
Close

35. LeadGenius.com
DATA + TECHNOLOGY + PEOPLE
You can now…
1) Find and rank every potential qualified customer in
the entire country (with no developers!)!
2) Figure out relevant data about each of those
customers
3) Write each one of those customers a personalized
message from a salesperson

36. Define your ideal customer!
and mind the web.
LeadGenius.com

37. LeadGenius.com
PREPARE: CUSTOMER
PERSONA
Define your target customer!
Meet Fred, Operations Manager
Image source: Hubspot

38. LeadGenius.com
PREPARE: MIND THE WEB
Avoid low quality sources…
Data.com
Dunn & Bradstreet
Find decision makers…
There are 21,708,021 American businesses
6,049,655 businesses w/ >1 person
Your customers are listed in…
Yelp (47M establishments)
LinkedIn (2M Companies)
CrunchBase (650K Companies)
AngelList (289K Companies)
GO
STATE BY STATE
or
CITY BY CITY
and
vertical by vertical

39. Build a team and test!
your approach.
LeadGenius.com

40. Find people here:
Craigslist (DIY)
oDesk/Elance (DIY)
Freelancer (DIY)
Job Boards (DIY)
TaskUs (managed)
LeadGenius (managed)
LeadGenius.com
SCALE: BUILD A TEAM
Leadgen: go global!
Outreach and QA: stick to US
Start with:
1 leadgen staffer
1 outreach staffer
1 manager/QA (!!!)

41. Equip your virtual SDRs with sales intelligence solutions
LeadGenius.com
SCALE: EQUIP YOUR TEAM
Give researchers:
LinkedIn Premium
Google Spreadsheets
Import.io
Rapportive
Toofr (verification)
Give prospectors:
LinkedIn Premium
Yesware or Streak or Tout
Salesforce/CRM access
Total cost: <$200

42. Make it a custom, handwritten email.
LeadGenius.com
PROSPECT: CRAFT THE
PITCH
From: anand@leadgenius.com
To: sarah@hotlead.com
Subject: We have a few SDRs
!
Hi Sarah,
!
Our mutual friend Michael Jameson
mentioned you were hiring SDRs.
I wanted to see if we might be able
to help you scale your team.
LeadGenius has a few extra SDRs
we can push your way.
Let me know if you’d like to chat on
Tuesday afternoon – we were able
to replace 2 SDRs at ExistingClient
last month and they saw a 30%
boost in lead flow as a result.
BTW, congrats on your recent
round!
!
Send it from your salesperson.
Short and sweet wins!
Don’t be salesy… be helpful
and solve a real problem.
Social proof and quantitative
outcomes.
Double-Tap: LinkedIn profile
view on the same day

43. Targeted Content Immediate Response Multiple Touches
LeadGenius.com
PROSPECT: ADVANCED
MESSAGING
Interested?
Here are 3
times that work
for me!
Here’s more
information!
Check back
later.
Specific
question
Automatically
schedule a
follow-up mail
From: anand@leadgenius.com
To: sarah@hotlead.com
Subject: We have a few SDRs
!
Hi Sarah,
!
Our mutual friend Michael Jameson
mentioned you were hiring SDRs.
I wanted to see if we might be able
to help you scale your team.
LeadGenius has a few extra SDRs
we can push your way.
Let me know if you’d like to chat on
Tuesday afternoon – we were able
to replace 2 SDRs at ExistingClient
last month and they saw a 30%
boost in lead flow as a result.
BTW, congrats on your recent
round!
!

44. Measure your ROI.
LeadGenius.com

45. LeadGenius.com
INCREASED CONVERSIONS
Immediate responses!
from decision !
makers.

46. LeadGenius.com
MEASURING PERFORMANCE
Cost per lead
Leads per week
Emails per week
Handoffs per week

47. Ideal customer profile.
LeadGenius.com

48. LeadGenius.com
IDEAL CUSTOMER
B2B tech companies (all sizes).
You know your target customer and unique!
value proposition.
You’ve consistently sold your product/service.
You have at least one sales professional.

49. Goals & Expectations.
LeadGenius.com

50. LeadGenius.com
REALISTIC EXPECTATIONS
When working with our ideal customer, we like to see…
1 researcher + 1
manager generate
600 leads per week
1 writer writes
600 templates per week
10% response = 10
leads per day

51. Scaling outbound checklist.
LeadGenius.com

52. LeadGenius.com
CHECK EACH BOX
Define your target audience and know your customer !
personas well.
Gather a list of highly targeted prospects to contact based !
on your qualification criteria.
Create a consistent process for doing outbound outreach.
Craft highly relevant and targeted email messages; then !
measure open and response rates.
!!
!!
!!
!!

53. Questions?
air@predictablerevenue.com eric@scripted.com anand@LeadGenius.com
Tell us what’s working for you. Our Head of Marketing would love to
hear from you: Lena@LeadGenius.com or @LenaShaw

54. Thank you!
Slides will be available via
download.