Indhran Indhraseghar

How to build net new pipeline ABM function. We never saw such a high demand for ABM than in the first half of 2024. From 92 inquiries we have received, 90% said that they want to build an ABM function. Here are 7 steps we use at Fullfunnel.io. 1. ABM FUNDAMENTALS. Start with: - Defining priority segments or clusters through revenue analysis - ICP: firmographics, buying committee, account qualification criteria, jobs-to-be-done, tier segmentation - Customer research through 1–1 interviews to enrich ICP and understand different buyer journey scenarios - Segment-based and role-based marketing messages 2. GOAL DECOMPOSITION. Start by breaking down new pipeline revenue goals by tiers of accounts. Look at : - ACV - Sales cycle length - Win rates Make sure you don't need to include more accounts than your ABM team can actually engage with (e.g. 1000s of accounts for team of 2). 3. ACCOUNT SELECTION & PRIORITIZATION. Consider these criteria to select and prioritize accounts: - Vendor awareness / engagement + intent data - Product need evidence and buying signals - Business triggers: money raised, hiring for a specific position, legacy stack, common connections that can make an intro, etc. Avoid "wish list" fallacy. You need to focus on accounts that are likely to buy. 4. ACCOUNT RESEARCH. Gather and analyze all the publicly available information about the target accounts' key initiatives and strategies. Map out the buying committee and gather insights about their involvement in the key initiatives. Pay attention to: - KPIs/OKRs/Jobs-To-Be-Done - Challenges - Goals 5. VALUE PROPOSITION MAPPING. Match your offer with the identified KPIs, goals, and challenges of every buying committee member + account key initiatives. 6. PROGRAM PLANNING. Develop content aligned with the buyer journey. Then, create a multichannel warm-up and activation playbook: - Social engagement and selling - Personalized ads - Content hubs - Content collaboration - Direct mail swags - Micro-events, etc. 7. ANALYSIS & RETROSPECTIVE. Define a program report and leading indicators to measure your program performance. For regular review, plan weekly ABM meetings to discuss: - Target account engagement and updates - Next actions - What accounts should be added and removed from the program ----- Before building a function, you need to have alignment with key stakeholders and sales on: - WHY are you doing it? - Expectations and metrics - Resources and buget This diagram might create a wrong perception that the buying process is linear, which is not true. The goal is to visually demonstrate how different stages of the buying process could be influenced through ABM. If you want to generate enterprise sales opportunities, you need to have a clear understanding of: - how your enterprise clients buy - how is involved in the research and account evaluation - what influences their decisions

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I spent 15 years building one of the largest marketing agencies in Asia. Here are my best 7 tips: 1) 50% of what you spend will probably be wasted… You need to be constantly experimenting to find the best marketing methods for you. 2) Marketing isn’t sales… You need to connect with people over time and build on relationships instead. 3) Marketing is not a single thing…. It’s a complex structure combining PR, brand messaging, product, and product market fit. 4) Don’t market to as many people as possible too early….. Understand who your customer is and stay in your niche, targeting too many people can have an adverse effect on reach. 5)Sacrificing early profit is worth it…. If it means you can build on your reputation instead. Go above and beyond to give your customers extra value for their money. 6) Marketing is a living product… It constantly evolves as does your business, you need to change your marketing style constantly to prevent over saturation. 7) Don’t stick to one form of marketing… Unless it sacrifices your quality of marketing, you would rather have one really good campaign than 10 rubbish ones If you want to see more content like this you can watch my FREE business video below! 👇

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While I agree with Andrei Zinkevich at FullFunnel.io on most of the differences between a GTM-mature and GTM-immature B2B companies, I must say... Mature GTM teams go beyond any type of attribution. When it comes to measurement, they focus on their impact on stage progression, win rates, deal sizes, churn reduction and ARR/GRR/NRR growth. They measure their impact on the company meeting and exceeding its strategic objectives. They understand that if marketing meets their pipeline goals - and if sales and the business do not meet their goals then everyone loses. Marketing needs to have a greater impact across the buyer's journey and customer lifecycle. We cannot just focus on getting accounts to pipeline as that represents only a small portion of the buyer's journey. Thoughts? Comment below. If you want to go from being an immature GTM to a mature GTM organization, book a time with me: https://lnkd.in/et6GhHFu

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SDR KPIs in the ABM program. Most companies create misalignment with wrong KPIs and doom great programs from the start. Here are the most common mistakes - and the KPIs to use to drive the right behaviours. 𝐂𝐨𝐦𝐦𝐨𝐧 𝐦𝐢𝐬𝐭𝐚𝐤𝐞𝐬 - Activity-based KPIs (dials, emails..). 'nough said. - Meetings booked. It's easy to book meetings. It's hard to book meetings that create high ACV opportunities that convert and stay with you for a long time. - SQLs - or AE-accepted leads. It doesn't account for the win-rate or ACV. This is especially problematic with opportunity-hungry AEs that will accept any potential deal. - Total sales revenue (as in, shared revenue targets for the whole sales team). Good performers get penalised. Another common mistake is not having any leading indicators. I've seen orgs that go all in to close as many deals in Q4, only to go hungry in Q1 next year. Here is how to create KPIs and leading indicators in ABM programs. 𝟏. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐭𝐡𝐫𝐨𝐮𝐠𝐡𝐩𝐮𝐭 𝐚𝐧𝐝 𝐯𝐞𝐥𝐨𝐜𝐢𝐭𝐲 This is about: - How many ICP accounts (that pass qualification criteria and a define engagement and intent threshold) are you able to source, properly engage and connect to (without skipping the key steps) each week? - How many high-odds accounts (high product-need evidence, vendor awareness, and good relationship) are you able to properly research, reach out to and book discovery calls? - What is the total opportunity value of those accounts per month (velocity)? These are the actions that you can control. What this doesn't measure is, how effective are these activities. 𝟐. 𝐅𝐮𝐭𝐮𝐫𝐞 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞 Today's pipeline is the result of previous quarters' efforts. That's why you always need to work on future pipeline. This means: - Identifying vendor aware, engaged accounts - where the product need unknown, and we have limited relationship with - Working to validate the account challenges and product need, and to connect to and warm-up the buying committee The KPIs here are account-to-convo ratio, and account penetration (how many buying center members did we engage and started a conversation with). 𝟑. 𝐀𝐜𝐭𝐢𝐯𝐞 𝐟𝐨𝐜𝐮𝐬 This is about - Identifying accounts with high odds of becoming an opportunity this quarter. They are vendor aware, and product need evidence is strong, and you have built a relationship with some of the key stakeholders. - The goal here is to generate demos/discovery calls and sales opportunities. The KPIs are account-to-pipeline ratio and sales velocity (total amount of revenue generated from these accounts per quarter and per year). --- The biggest mistakes in SDR land are - Proposing a marriage on the first date (=not matching the action to the level of buying intent) - Ignoring the future pipeline - No collaboration with marketing And the most common root-case is lack of alignment and proper KPIs. Wrong KPIs always lead to the wrong outcomes.

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OKRs don’t work for early-stage teams. Here’s a 4 step process to use instead 👇 1️⃣ Step 1: Set 3 simple, quantifiable goals each month. - These should be quantifiable ie. “Get 20 backlinks” not “Drive SEO.” - These should roll up to your 1 company north star (most critical company metric). 2️⃣ Step 2: Review the goals every month in the following specific way. - Review your goals in TWO DISTINCT passes. Pass 1 - just “The facts” Pass 2 - “Your Stories” - Pass 1 is a fully objective “Yes/No” answer to “Did I hit the goal # I set as my quantifiable goal?” 👉 For example, if the goal was 20 backlinks and you got 18 with 4 pending, the answer is no. 3️⃣ Step 3: Reflect on why you did or didn’t hit the goal. 👉 For example, if you had 18 links with 4 pending, perhaps the "why" is that it takes longer for the links to go up than you expected. This means you either need to start your outreach earlier in the month or find a tactic to speed up this step in the funnel. 🧠 Another story can be as simple "I thought backlinks would be critical this month, but instead needed to shift all my attention to hiring so I set the wrong goal." Your goal is to get this process fast and dialed and to eventually get in a rhythm where you hit 1-2 of your 3 goals each month. Similar to OKRs, the 1-2 out of 3 is based on the fact that you should be setting goals that are aspirational but realistic. Getting to the point where you are setting goals well takes 2-3 months of running this process in my experience. 4️⃣ Step 4: As you review your goals, take note of: - What patterns of success/failure do I fall into? - This structured process is a powerful way to learn about yourself and what is holding you back. - For example do you procrastinate your most important work? - Are you overly optimistic in your targets? - One benefit of this process is self-awareness and learning. - Finally, in the first few months of running this process accept that you’ll have to iterate the general structure to work for you and your specific needs. 👉 For example, do you review the goals on the first Sunday of each month or first Monday or first Friday? If one of your top goals is difficult to quantify how do you solve for this? 🖊️ If you want a free template for this process, comment “template” in the comments below and I will send it to you. Onward!

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Another nugget that's a great mix of theoretical learning combined with applied practice recommendations. Again, from a different domain to L&D, but the form, not the content, is the catch here. I really like this format by Matt Lerner, combining do's and don't of B2B conversion with the "why" of doing better AND the specific suggestion on how to do it. Plus, it's short, cute, easy to follow and understand, offers relatable and easy to verify examples, from various industries, at various places in the B2B conversion funnel. Love it! This is what learning at work could (and should) feel like. I'm literally learning at work myself right now, by reading this post, and I've already saved some hints in my notes and planning to apply them shortly.

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LinkedIn Sales Navigator is a crucial element of an ABM strategy. Here are 15 pillars of ABM data we use. ACCOUNT FILTERS Below are examples. 1. ICP Firmographics: location - United Kingdom. Team size: 1k - 5k employees. 2. Tech Stack: use Dealfront 3. Target Department Size: 100+ sales team 4. Sales Department Growth: >20% 5. Hiring a Function (Jobs): hiring an ABM manager. 6. Significant Events: Funding in the last 6 months. LEAD FILTERS FOR ACCOUNTS Lead filters help to streamline account research. 7. Have Function: companies that have employees with a specific title - VP of ABM 8. Tenure: a decision maker is in their role for 3-12 months 9. Following Your Company: companies that are aware of you. RELATIONSHIPS 10. Previous employee works at a target account 11. You're or your colleagues are connected to buyers in the target account 12. A previous customer or a power user hired by a target account 13. A customer is connected to a decision maker from a target account 14. Profile visits - notifications about people from target accounts visiting your profile. 15. Lead alerts for outreach triggers or conversation starters: recent post, job role change, events, etc.

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Sales Cheat sheet: Outbound is the best way to get the biggest deal for your company. Steal this guide to scale your outbound efforts. How to scale Outbound: - It needs right tools. - It needs right copy. - It needs relentless hardwork. Here’s how you can unlock outbound potential to scale your business: 1) Sales tools:  There are so many tools but you need only one tool from each category to automate your tasks. Prospecting Databse: ↳ No data, no connects, no meetings and no pipeline ↳ Pipeline building start with having a right data of your ICP to connect Multichannel Outreach: ↳ single channel less chances of meetings ↳ multiple channels higher chances of meetings ↳ focus on getting infront of your client and solve pain not product Data Enrichment: ↳ Bad data can destroy your domain so enrich your data and always verify ↳ Keep your list clean Linkedin Automation: ↳ Linkedin is best platform to generate leads but so many people don’t know ↳ Create 3 step Linkedin sequence and automate it you’ll get good result 2) 5 cold email frameworks: Cold email is best channel to source meetings but only if you are doing it right Use these 5 frameworks to write great email copy 4T ↳ The 4T framework stands for truth, think, third-party validation, and talk. AIDA ↳ The AIDA framework stands for attention, interest, desire, action. PAS ↳ This framework stands for problem, agitation, solution. 3-B PLAN ↳ 3-B plan stands for brevity, bluntness, and basic. BAB ↳ BAB framework stands for before, after, bridge. 3) 5 Step Linkedin Connection Hack: Step 1 ↳ Find the people that you want to connect with Step 2 ↳ Save them to a lead list in Sales Navigator Step 3 ↳ Engage with their content before reaching out Step 4 ↳ Scan their profile to find an angle to connect Step 5 ↳ Using that angle, send them a personalized Invite 4) 3 COLD CALL OPENER: 1. Hi [Prospect], this is [Your Name] with [Company]. I know you weren’t expecting my call. Do you have a minute for me to explain why I’m reaching out, and you can decide if it’s worth continuing the conversation? 2. Hey [Prospect], this is [Your Name] from [Company]. I’m calling to see if you’re open to discussing how we can help you streamline your marketing efforts. Do you have a quick moment? 3. Hi [Prospect], [Your Name] here from [Company]. I’m reaching out about [Value Prop]. Is now a good time to have a brief chat? ♻️ Repost this to help spread the word ! 📌 Want to download a high-res PDF of this sheet? 1. Follow Faiz Sayyad 2. ♻️ Repost to your network

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5 Tips to Make Cold Calling Suck Less (Part 1) Repost to help more AEs juice their funnel.♻️ -- 1) Follow Marcus Chan for more daily sales tips. 2) Reps, steal this cold call script that books me 16+ meetings/week: https://lnkd.in/gM8uw4pd 3) Teams, want us to help your org skill up with impactful workshops? Message me WORKSHOP.

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The Anatomy of a Perfect Pitch Deck Original Content Creator: Chris Tottman (Give him a follow) --------- Investors see hundreds of pitch decks yearly. Only a few stand out. Here’s the ultimate blueprint for a pitch deck that gets you noticed: Purpose & Vision ⤵️ State them in one sentence. Who are you helping, and how? Target Audience ⤵️ Who exactly are you serving? Pinpoint their struggles. Problem & Pain ⤵️ Financial, business, personal. Your solution? A relief. Solution Slide ⤵️ Time-saving, cost-effective, and easy. Your solution should shine here. Commercial Model ⤵️ Pricing for each customer segment. Make it clear and compelling. Market Analysis: TAM, SAM, SOM ⤵️ Your market potential in 3 layers. Think big, start focused, grow smart. Market Viability ⤵️ Success in SOM = Credibility. SAM checks your reality. TAM dreams your future. Evidence of Success ⤵️ Customers, contracts, pipeline. Numbers talk. Future Growth ⤵️ Forecast with confidence. Show where you're headed. Unique Advantage ⤵️ What sets you apart? Flaunt it. Horizon Mapping ⤵️ McKinsey’s model. Today's cash cows, tomorrow's stars, future's game-changers. The Team ⤵️ Your dream team. Skills, balance, future plans. 🔍 Investors look for clarity, potential, and confidence. Your deck isn't just slides. It's a reflection of your ambition. - Open - Clear - Strategic - Visionary _________________ Original Content Creator: Chris Tottman (Give him a follow)

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Make an extra $30k in 30 days ⬇️ 📌 First make sure to save this post for future reference and follow @amandaabella for more sales tips. There is a lot of talk in the coaching and digital marketing industry that things are hard right now. Well, my client proved that wrong by making an extra $30k in 30 days with a few follow up strategies. Let’s dive in… 🧠 First, check on your mindset. Are you buying into stories that things are hard right now? Then that’s the first thing you need to change. Sales can be as easy as you want them to be or as hard as you want them to be. The power and choice is yours. Raise your vibration FIRST then use these tips 👇🏼 1️⃣ Follow up on every one you didn’t close in the last quarter and ask if they are still looking for help with the problem they said they had and you solve. 2️⃣ Do a product update, email everyone who purchased it to notify them and invite them to a call to show them the new content. From there, get an update on their situation and let them know about other offers that can help them. 3️⃣ Survey past clients and your audience to get a pulse check on where everyone is at in their journey. This opens the door for a lot of sales. 4️⃣ Just follow up more. It takes 7 to 11 touches on average to close a sale. Some say it’s up to 15 because of social media. Guess how many follow ups most people do? One. No wonder they aren’t getting new clients! The math ain’t mathing! The problem is most people don’t know how to follow up or what to say. Fortunately for you, I’ve put our best follow up scripts in one place for you in our Sales Script Vault for only $27. Plus you’ll get sales scripts for outbound sales, inbound leads, qualifying, enrollment calls, objection handling, closing and so much more. Comment “VAULT” below and I’ll get you the link.

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10 Proven Tactics to Close More Deals Faster (That you don't know) ‘Every sale has 5 basic obstacles' — Zig Ziglar: - no need, - no money - no hurry - no desire - no trust And I agree. I've compiled this list of 10 proven tactics to overcome these obstacles. 1 - THE SOCIAL PROOF PARADOX People are more likely to buy what others are buying, yet they also want to feel unique. It's like joining an exclusive club that everyone wants to be part of. Leverage social proof by highlighting customer success stories and testimonials. But, always emphasize how your solution can uniquely benefit each prospect. 2 - THE SCARCITY PRINCIPLE "The way to love anything is to realize that it might be lost." — G.K. Chesterton Creating a sense of scarcity or urgency increases desire and prompts faster decision-making. Have you ever noticed how people tend to want what they can't have? 3 - THE PERSONALISATION POWER Generic pitches fall flat, but hyper-personalized outreach can feel intrusive. Focus on relevant, value-adding personalization rather than surface-level details. 4 - THE OBJECTION OPPORTUNITY Many salespeople fear objections, but they're golden opportunities to demonstrate value. Next time, pause, acknowledge it, and ask a follow-up question to dig deeper before responding. 5 - THE FOLLOW-UP FINESSE 'Timid salesmen have skinny kids.' — Zig Ziglar This reminds us that persistence is key in sales, but there's a fine line between being persistent and being pushy. 6 - THE CLOSING CATALYST The fear of rejection often holds salespeople back from asking for the sale. I've found that the most successful closers are those who view the sale as a natural part of helping the customer. "If you don't ask, the answer is always no." — Nora Roberts 7 - THE VALUE PROPOSITION PARADOX The more features you highlight, the less impactful your message becomes. Instead, focus on communicating the core value your solution provides. "Make the customer the hero of your story." — Ann Handley 8 - THE LISTENING LEVERAGE Sales professionals often say: "You have two ears and one mouth for a reason." I've closed my biggest deals when I spent more time listening than talking, allowing the prospect to reveal their true needs and concerns. 9 - THE URGENCY EQUILIBRIUM Creating a sense of urgency can accelerate sales, but manufactured pressure can backfire. Balance genuine time sensitivity with respect for the prospect's decision-making process. Remember to work with your prospect's timeline, not against it. 10 - THE TRUST ACCELERATOR Building trust quickly is essential for accelerating sales. Slowing down to build rapport can actually speed up the overall process. ___ ✍️ Which one is your favorite? ♻️ Reshare to double your sales

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Industrial companies have a vague awareness that it's harder to sell today than five or ten years ago. The reality is startling - 58% harder in five years, or 9.6% harder/year. I hear comments that hint at concern. They sound like variations of: - our close rates are too low - forecasts are increasingly unreliable/many deals go nowhere - our reps announce they won't prospect, without embarrassment - we don't have enough leads - it's so hard to get initial meetings, we can't create enough projects - most of our reps miss quota But the comparison to 2014 or 2019 is hard for two reasons. First, many don't have precise data. Second, their experience isn't linear; it is distorted by the halcyon days of '21-23 when all they had to do was turn the lights on in the morning and figure out how to produce through supply chain and talent issues. So there's a vague unease, but it's anecdotal. It's gut feeling. It's not empirically quantified. But data is there. For example: - There is widespread decay in digital marketing metrics as website traffic and keyword rankings are falling for most. - New logo acquisition is falling as more business comes from a narrow range of existing customers. Often those aren't tracked. That's why this data from David Spitz is so important. I get it. It's for publically traded SaaS companies. That's a different world than privately held industrial manufacturers selling mainly to other mid-size privately held companies. Differences include: - ARR (annual recurring revenue - contractual software subscriptions) is a different business model than project based capital equipment or blanket purchase orders. - 50% gross margins that accommodate significantly higher marketing and sales investment are uncommon in industrials. - There's been a Cambrian explosion of competition in many software categories just as companies are beginning to scrutinize their software expenses. - Don't discount the far more sophisticated marketing and sales motions in this space. SaaS teams are much better at their GTM (go to market) function than most industrials. But guess what....these are businesses selling to businesses. The challenges they're experiencing are not specific to software. The way businesses buy (or not) is changing. That's the big takeaway of this data. In 2019 it cost a typical SaaS company $1.60 to win $1 of ARR. For some, profitability was deliberately secondary to rapid growth. Others banked on holding customers long enough to be profitable. In 2024 it costs $2.50 for every $1 in new ARR. Let's put this in a bottom line context for B2B sales. It is 58% harder/more expensive to win a sale today than five years ago. What does that mean if you're a $100MM industrial manufacturer or distributor with a marketing team of 2, sales team of 15, and customer service team of 5? It means you have a problem. It means that vague unease you feel is an important signal.

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These emails helped some of the SDRs I coach hit 150%+ You can copy them. Then edit for your own ICP. It includes: - The structure - 6 email templates - The reason why it works - Lavender breakdowns Want access? Sharing the link with everyone that: → Likes this post → Comments 'email' #coldemails #sdr #salesdevelopment

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In the last 20 audits we uncovered 5 old-school "best practices" that kill pipeline: 1. LONG INQUIRY / SIGN UP FORMS. "Best practice" – qualify leads. Outcome: nobody wants to fill in 8 fields that can be easily uncovered (think about geo, title, etc). Solutions: - Leave only 2-3 questions that can't be uncovered with account enrichment and help to prepare for the discovery or profile account - Leave self-attribution field - Install Clay or Clearbit to enrich account with firmographics (title, geo, size, etc) 2. INQUIRY FORM DOESN'T LINK TO SALES REP CALENDAR. "Best practice" – internal routing to the relevant Account Executive based on input. Outcome: If buyers can't immediately book a call with you, they will go to your competitor. "Thanks for your inquiry! Somebody from our team will contact you in the next 48 hours". Missed opportunity. Solutions: - Use Chili Piper for automated routing or disqualification - Create a universal calendar and then do routing internally 3. SEVERAL QUALIFICATION CALLS BEFORE DEMO. "Best practice" - use BANT or MEDIC qualification ran by junior sales rep before the buyer will be able to talk to an experienced AE. Outcomes: Ghosting prospects & no show-ups on the next calls. Buyers want to talk to an experienced consultant to get their questions covered. Solutions: - Explicitly explain who your product is for on the landing page, what it does (features), how is it different from competition - Add FAQ - Add price estimate or ballpark - Add product overview video, sandbox account or interactive demo to get a sense of the product You'll be talking to qualified buyers and don't need a bunch of qualification calls. 4. FAKE URGENCY. "Best practice" - push buyers with time-limited discounts or price increase. Outcomes: Fake urgency smells miles away. You'll either get pushed to give a bigger discount or lose the deal. Solutions: - Help buyers to create internal business cases and budget justification to close deals In most cases, budget should be created and approved by CFO/CEO. Your Champions don't need to show the discount to get approval. They need to show time and budget investment+ efficiency category (increase productivity , grow pipeline, etc). 5. TRANSFERRING GATED CONTACT DOWNLOADS AND WEBINAR SIGN UPS TO SALES. "Best practice": use gated content and webinar sign-ups to generate "leads". Outcomes: sales reach out to buyers that are not sales-ready. Missed opportunity, huge unsubscribe rate. People don't download e-books or sign up for webinars because they want to get a bunch of automated emails and unsolicited calls from SDRs. They are interested in the topic and want to get professional content. - Most B2B companies we spoke to in 2024 mentioned pipeline generation as the key challenge and #1 priority. There are 2 low-hanging fruits: 1/ Reduce friction points created by obsolete playbooks 2/ Refine obsolete playbooks with the new programs aligned with how your customers buy

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How to set up content attribution for sales-led GTM: 1. Before kickstarting a content engine, make sure your CRM source attribution is designed correctly. In your sales pipeline (HubSpot/Attio/etc), start by adding section tags and filters for both primary and secondary source attribution. 2. Make sure your sales/BD teams are all in sync about proper tagging and CRM hygiene. This shouldn't be a content or marketing team decision - it's best practice for any high-performing GTM team, and best implemented early on. 3. When a lead comes in the door and has a demo booked, ensure your sales team is properly adding both tags. At Verbatim, we primarily work with sales-led teams - PLG is a different setup entirely - will dive into that another time. 4. On your first demo call after quick intros, make sure you're asking where they found you. Even if they're not entirely sure, push hard to get that attribution. If you push on it, you'll usually find out there were multiple touchpoints involved. 5. After the first call and followups, jump into your CRM and add those tags into the deal card. For example, a primary attribution tag before ramping content might be "customer referral" with a secondary attribution of "investor referral". 6. Once you've shipped content across long-form, short-form, social, email, etc, these start to get more complicated. For example, a primary tag might be "case studies" while a secondary source tag could be "agency partner referral". 7. To save time, I highly recommend leveraging automation tools (like Default) or an outsourced VA to own the attribution tagging post-call. When you or your inbound sales team is doing volume, automation/delegation is more important. 8. After you've started to ship content at scale, your primary/secondary source attribution tags will start to get more diverse - this a good thing. After a few months of distributing content, start to implement monthly attribution reviews. 9. In those review sessions (should be led by whoever is owning content, i.e. a Head of Marketing at a late seed/A-stage company), export your attribution files from your CRM and track # leads per content source + MoM trends over time. ** Note: there a ton of ways to track and attribute content from a directional lens based on channel (i.e. email clicks/opens, social traffic/follower growth, site traffic/UMV per source, etc). Highly recommend starting to track these as well, but at the earliest stages of a content/GTM motion, ultimately what matters is qualified leads in the door - and your CRM is the best place to track this data.

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Want your B2B marketing video to engage your audience and drive action? Here's the one thing you need: A well-crafted script. Here’s how to write one. --- 1/ Start with a Strong Hook Heard it all before, right? The first few seconds of your video are crucial. Start with a compelling hook to grab your audience’s attention. This could be: - a surprising fact - a bold statement - a thought-provoking question Only thing that matters is that it's related to their pain points. 2/ Clearly Define the Problem Outline specific problems or challenges your target audience is facing. This helps build relevance and ensures that your viewers immediately see the value in continuing to watch. 3/ Introduce Your Solution Here's where you come in to "save the day." Present your product or service as the solution to the problem. Be clear, concise, focused on the key benefits and how it addresses the audience’s needs. 4/ Highlight Key Features and Benefits Too many make this mistake. DO NOT FOLLOW IN THEIR FOOTSTEPS. Don't talk about what your product does. Instead, explain how what you're offering actually benefits the user. Use bullet points or short, impactful sentences to keep this section engaging. 5/ Include Social Proof If you have satisfied customers, use things like: - quotes - testimonials - case studies Social proof builds credibility and reassures potential clients about the effectiveness of your solution. 6/ Use a Clear CTA This is important: You need to end your video with a strong CTA. Tell your audience EXACTLY what you want them to do next. - Visit your website - Sign up for a demo - Contact your sales team You need to direct them to some type of action. 7/ Keep it Concise and Focused This can be a challenge, but it's not impossible. Here's the thing: B2B audiences appreciate concise, focused content. So, avoid unnecessary jargon and keep your script to the point as much as possible. The "perfect" script length? Short-form - 33 seconds Long-form - 2-4 minutes 8/ Use Storytelling Elements The goal should always be to make your script more engaging. That's where you should include a story. This could include: - a brief narrative about a customer’s journey - a BTS look at your company - an anecdote that illustrates the value of your product. 9/ Edit and Refine Once you’ve drafted your script, the last thing is to review and refine it. - remove redundant information - simplify complex sentences - ensure a smooth flow Reading the script out loud can help identify awkward phrasing or pacing issues. And that's it. ------- By focusing on these elements and keeping your content concise and engaging, you can script a video that captures attention, builds trust and drives action. #videoscript

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8 ways sales top performers leverage AI to sell more: 1. Transcribing discovery call notes to extract MEDDPICC 2. Efficient account research in minutes, not hours 3. Building slide decks without manual formatting 4. Parallel assisted dialling to maximise connects 5. Systematic & relevant email personalisation 6. Monitoring buying triggers, such as intent 7. Putting together tailored proposals 8. Automatically updating the CRM Sales reps won't be replaced by AI...BUT: Sales reps who don't know how to use AI ↳ will be replaced by those who do. AI is already helping the best sales teams become more efficient. Ultimately, it helps us sellers be more human. And focus on what matters most: the customer. ✍ What else would you add to the list?👇 - - - - PS: Join top CXOs, analysts, and VCs as they unveil the AI-powered GTM strategies and tech stacks that will define growth and execution in 2025. November 12–14 | Online | FREE 3 Days | 9 Executive Roundtables | Over 50 CXO Speakers | 12+ cutting-edge AI demos 🚨 SIGN UP FREE: https://lnkd.in/et3N5tKa 🚨

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My tiny business empire just crossed $8M in run-rate revenue. I ran zero paid ads and operate at a 70%+ margin. Here are the 11 lessons from my journey (that you can apply today): 1. Systems > Goals I emphasize systems that are scalable and repeatable. • Scalable content systems • Repeatable revenue systems We have a Company Wiki that centralizes these operating systems. 2. Stay Hungry & Determined Every day I wake up at 7am. I seize every day. I wake up prepared with 10 things I need to accomplish. Success is about consistency. I've shown up every day for the last 4,980 days. 3. The Greatest Wealth is Health As I focused on sobriety, health, and mindfulness my cash flow grew. I feel stronger and more focused than ever. I'm at peak performance and serving my customers and team to the fullest. Every day I: • Exercise • Meditate • Eat healthily 4. It's All About the People I hire passionate people who treat every day like it's Day 1. I take the hiring process seriously and spent over 3,000 hours perfecting my process. I hire people that display: • Great energy • Mission/culture fit • Previous success in the role 5. Create Content Aggressively Our content has 100x'd our surface area for connections, clients, and community growth. We produce content around: • Guides • Culture • How-tos 6. Started Coaching Entrepreneurs My mission is to inspire 100M entrepreneurs to live their dreams. I've helped entrepreneurs: • 2x their LinkedIn audience in 1 week • 3x their MRR using proven systems • Raise $7M+ 7. I Enjoy Helping Entrepreneurs with Systems Entrepreneurs are 2x more likely to be depressed and 3x more likely to be suicidal. There is an epidemic of entrepreneurs that are suffering in silence. I love paying it forward to the next generation. 8. Give Founders Proven Systems I created the Founder Shortcuts Program to give entrepreneurs systems for: • Revenue growth • Content strategy • Community-building 9. Build a Tribe of Mentors 80% of my success has been mentors. Here is my Board of Advisors: • Business barista - Brand Strategy • April Dunford - Positioning • Alex Hormozi - Sales • Joe Speiser - SaaS 10. Create a Newsletter You don't own your LinkedIn. You don't own Instagram. You don't own X. I convert people to email using ConvertKit. I've doubled my email list month-over-month. 11. Talk to Customers Everyone in the Founder Shortcuts Program gets access to a free Slack community. The average person gets a 20x ROI from the Founder Shortcuts Program. Along the way, I learn what founders need from the Slack Community and create products to serve them. — Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Want my life lessons checklist? Join our community of 107,000+ subscribers today: https://lnkd.in/eMB4fWuy

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