1. Generation TRAINING COURSE B2B Lead BY DIMITAR SAVOV

2. SPEAKER DimitarSavov Head of Marketing @Startup Masters.

4. Training Agenda • Customer Definition • Conversation Flow • Lead Hunting • Tools & Automation • Golden Rules of Sales • Top Reads

5. Preparation Phase I

6. The Stages of a Sales Funnel • Prospecting • Sourcing • Selection / Approval / Pre-Qualification • Enrichment • Messaging Development • Approach • Closing • Fulfilment / Upselling / Retention / Advocacy • Analysis & Optimization • Automation & Transition to Marketing

7. The Inbound Model • We position Ourselves as Experts in our Field • We attract and grow an audience • Leads come to us • Closing • Fulfilment / Upselling / Retention / Advocacy • Analysis & Optimization • Automation & Transition to Marketing

8. ThePersonas Geography • Country • Region • City • Climate • Population Demographics • Age, Gender • Family status • Occupation • Income • Education Psychology • Lifestyle • Values • Interests • Opinions • Way of thinking Behaviors • Activities • Purchases • History • Types • Hobbies

9. BANTVCheck Budget: Can they afford it? Authority: Do they make the decision? Need: They need you? You can help? Time: Now or Later? Value: What they stand to gain?

10. Description - Successful Digital Businesses looking to Scale and Grow fast. Personas: The successful businessman who wants to start a new digital business venture The successful digital business owner who wants to scale up & scale out. Countries: US, Canada, UK, Israel, Australia Team Size: 5-75 Revenue: $1 000 000+ Annual Revenue Monthly Marketing Budget: $15 000+ Software: Salesforce, Infusionsoft, Marketo, VWO, Optimizely, Demandware, Magento Enterprise, Hubspot, Activecampaign. Position: C-Level Only - CEO, COO, CTO, CMO etc. (Decision Makers Only) Industries: Ecommerce, SaaS, Inbound marketing (B2B)

11. LeadStages • Aware • Engaged • Comparing • Inquiring • Contacted • Qualification/Interview • Fit / Unfit • Demo / Proposal • Verbal Agreement • Closed / Failed

12. The Customer Journey

13. The SevenStrata • Who Are they? • When do they think of us? • What are our products/services? • What are our Brand Promises? • What happens if we do not keep them? • What are we doing different? • What is our X-Factor?

14. TrustFactors • Reviews & Social Proof • Certificates, Achievements • Stats, News Coverage • Team & History • Security • Guarantees • Social Causes

15. Lead Generation Metrics • Cost per lead - MQL, SQL, Opp, Customer. • Lead to meeting Ratio - LTM - 30% • Meetings to Deals ratio - MTD - 20% • Lead Close Rate - 10% • Deal Size - €9000/month to €22500 • Estimation Time - 2 days max • Proposal Time - 2 days max • Lead to Deal Time - 3 weeks max • Leads Target - 10 per week - 40 per month • Fit Leads target - 2 per week - 8 per month • Meetings Target - 4 per week - 16 per month • Deals Target - 2-5 per month • Monthly Sales Target - €45 000 • Conversion Rates Per Campaign • Conversion Rates Per Funnel Stage

16. Lead Generation Objectives Top Lead Gen Objectives • Generating brand awareness • Acquiring prospects/leads • Nurturing prospects • Fast funnel / Funnel Speed • Quality of leads How to Choose Where to Focus? • Do we struggle driving awareness? • Do we struggle getting prospects? • Do we struggle converting leads? • Do we struggle getting high quality leads?

17. Execution Phase II

18. The SalesChecklist • Full Funnel messaging for each step in the journey • Lead handoff rules • Inbound & Outbound campaigns • Nurture to move leads forward • Measure Every Step • Focus on the Bottlenecks • Comms between Sales & Marketing • Repeat

19. Crafting a BrandStory • Present the challenge • Introduce the element • Show the outcome • Immigrants, Terrorists, Jobs, Debt • Trump • Make America Great Again

20. The Mom Test • Short • Based on past behavior • Focused on facts • Specific not general • Actionable • Let them answer in a way you dislike • Do not ask leading questions

21. TheConversation Listen For • Problems • Goals • Money • Jobs to be done • Motivation • People • Numbers • Locations • Timing • Competitors • Ideas • Solutions • Patterns EstablishCredibility Tell them about your work Give them a reason to… Give you the info AnchorQuestions Lead in a direction you like Ask them to elaborate Tell me more about ... SoftballQuestions Tell me about… Top 3 topics Get them going & listen VERY IMPORTANT! Get them to take action! Get a Commitment. Money, Time or Reputation!

22. Clearbit, Hunter.io BuiltWith.com - Technology Lookup Linkedin Sales Navigator Skrapp.io - Linkedin Emails Leonard - Linkedin Automation reply.io, outreach.io - Email automation Heresy.io - Management Hubspot, Salesforce - All in 1 Tools & Technologies

23. Techniques Closing

24. The Golden Rules of Sales • See the big picture / Sell like a boss • Identify the client’s position • Check for a good fit / Avoid Low Hanging Fruit • Help the client realize their needs • Get them to say it by asking the right questions • Price the client not the job. Look at what they stand to gain • Be an oasis in the desert • Present complete solutions with confidence • Appear the least risky option • Execute perfectly to gain reputation • Sell & Upsell effortlessly with reputation

25. Aristotle’s Rhetoric Logos- Argument from Reasoning. Pathos - Argument from Emotion. Ethos - Argument from Authority.

26. Top Sales Reads • The Republic by Plato • Rhetoric by Aristotle • The Mom Test • Steal This Computer Book 4.0 • How to win friends and influence people • Never Split The Difference - Chris Voss

27. Let’s Do it.