Rohan Punamia’s Post

We test new outbound ideas every two weeks with our full-stack AE Max. This week: blending ABM with signal-driven outbound. Why? Signal-driven outbound helps Max discover, prioritize, and follow up with leads that had a recent compelling event. We automated the email sequence, and he spends 100% of his outbound time following up with calls and LinkedIn connection requests. But because lead volume is high (1,498 leads just this week), we didn't have bandwidth to dig into accounts that are a particularly strong fit for Bluebirds. So let's acknowledge two important realities with signal-driven outbound: 1) Signals are limited to public data that companies and its employees emit onto the Internet. It correlates to real buying intent and is much more effective than a typical BDR workflow, but it’s not a silver bullet. There may be accounts not emitting signals that are in an active buying cycle. 2) Not all signals are created equally. For example, job changes of key personas are always a good reason to reach out, but an account hiring a marketing ops role responsible for outbound automation is even more compelling. We need a way to stay organized and spend more time multi-threading into the latter, without adding BDRs to the team. So what are we doing differently? We’re selecting 10 accounts to multi-thread into this week. We’re using our strongest signals to select these accounts (e.g. those marketing ops and automation job postings), former C/L opps, and founder-driven intros. Max is still spending most of his week following up with signal-driven leads that are pre-sequenced. But instead of 100%, it’s now 80% of his outbound capacity. With the remaining 20%, we’re following an ABM approach — focusing on these accounts and multi-threading more deeply. Stay tuned to see if it's the best of both worlds!

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Elevate your marketing efforts with our expertly crafted 'Lead Generation to Engagement' Automation Campaigns, designed to attract and convert high-quality leads through strategic content deployment and personalized outreach. Get your Free Blueprint digram here: https://hubs.la/Q02Hbnk00 Leverage cutting-edge data insights to capture the right audience at the right time, boosting your sales pipeline and driving business growth. The ACC Goal: The primary goal of our Lead Generation Campaign is to systematically increase the volume and quality of leads entering your sales funnel, ensuring a steady stream of potential customers ready for engagement and conversion." When Do You Need to Implement It?: This campaign should be implemented when your business is looking to expand its customer base, launch a new product, or when lead influx has plateaued or declined. It's particularly crucial during market entry or expansion phases to quickly build a robust pipeline." To Which Departments It Will Help to Increase Performance?: This campaign directly benefits the Marketing and Sales departments by providing high-quality leads to nurture and convert. Additionally, it supports Customer Success by aligning product or service offerings with customer needs identified through lead interactions, enhancing overall customer satisfaction and retention."

There are some common missteps between sales dev and demand gen marketing that execs often over-invest in and undervalue. OVER INVEST: - SDR/Sales headcount - Sales tech - Sales dev management when it should remain founder-led management - Demand gen/Digital marketing headcount - Focus on lead gen vs qualified opportunity creation - Measuring everything - Marketing tech - Biased content creation - ABM without nailing their ICP UNDERVALUE: - Customer Marketing Regardless of stage, your customer marketing team (even if 1 person) is the crux of any good marketing engine. You can't drive demand if you don't know why your customers bought You can't drive demand if you don't know why your customers renew You can't drive demand if you don't know what your customers need more of You can't drive demand if you don't know the messaging that resonates You can't drive demand if you can't win look-a-like audiences to confirm ICP You can't drive demand if you can't master the narrative of your customers Customers are THE BEST at simplifying what you do and what it solves for them. And yet...we fail to properly invest here because we "need more pipeline." Which means we need to hire SDRs or Demand Gen Marketers to create it....? By not focusing on customer marketing before you build out your demand gen/creation/sdr motion, you set them up to fail. They run the same plays with inconsistent messaging, value props, call scripts, personas, industries, etc... because you really don't know who your business is for. Done well, customer marketing will outperform demand gen 10/10 times because your customers become your partners and advocates. Partner marketing drives referrals, increases ACV, improves win rates, drives community engagement and more. This is how you build a trusted marketing engine. Not the other way around.

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What do Product Marketers do? I hear this question a lot.. and to be honest, it depends on the day. I know, that sounds like a cop-out, or a politicians answer, but maybe sharing what today looked like for me will shine some light on that answer. 9 - Meeting with Sales leaders, RevOps, and our Enablement partners from revlogic to debrief on a Revenue Enablement session we did yesterday, and discuss upcoming needs and strategies for our friends in Sales & CS. 9:30- 10:00- Reviewed a PRD and additional documentation from Faheem on an upcoming release we're working on. Doing competitive and market research to understand the lay of the land, what's out there and what we'll be competing with. PS - this is going to be very cool! 10:00 - 10:45 - Sarah asked me about top CLost reasons for an upcoming campaign we're working on. So I dug into Salesforce land for a bit, trying to understand why we have so many fields, what they mean, and using ChatGPT to help me synthesize accounts notes from the sales reps. **Bonus points, we uncovered a few reporting things we need to fix to be able to paint a better picture in the future, so shoutout to Rebecca for already taking that on with our RevOps team! 11:30- 11:55 - Revising a messaging framework I put together for the campaign mentioned above. Based on initial analysis and feedback from Sarah, we wanted to tweak the draft from last week. I already had time on a few folks calendars for noon, so had to make these changes before going into a working session with them. Grab a quick snack and more water + Amino Energy to stay hydrated! 😅 12-12:45 - Working session with Adam and Sarah on messaging and copy for the campaign. This was a working session, and though it went off the rails for a bit with some AMAZING ideas that may or may not see the light of day, it was productive and keeps me moving my aspects of the project forward. 1 - Bi-weekly PM/PMM team huddle - we review our upcoming roadmap to understand and get alignment on who needs what. We also discussed some changes and updates we can make to our processes to help improve how we collaborate to help us scale and move quicker. Shoutout to our great PM partners! Melissa Faheem Palina 2 - 2:55 - 1:1 with Parker - making sure my team is focusing on impact and prioritizing appropriately. Very important for a small team like ours! My calendar was free from meetings after that, so I spent the rest of the day working on: 🤑 a pricing proposal/recommendation to share with our executive team 📗 reviewed some Best Practice Guide mockups we're partnering with a designer on ❓started drafting questions we want to ask members of a customer advisory board we are putting together And a few other things. So yes, in reality it does depend on the day! And I wouldn't have it any other way! #productmarketing #PMM #B2B #Tech

SDRs are the lifeblood of an account-based GTM. At Demandbase, our SDR team is responsible for 80% of pipeline. Here's the 8 point Order of Operations our SDR team follows every single day: One of the most common questions we get about being successful with an account-based GTM is: what should the day in a life of SDR look like? What we've found is that SDRs must follow a pre-designed order of operations to maximize the lead funnel, account funnel, and digital signals. Our long-time SDR leader and current head of our Expert team, Jay Tuel, developed the system we use at Demandbase (and we recommend it to all our customers). Each step requires using technology and research to make sure you’re reaching out to the right buying group with a highly PERSONALIZED message: [They're ranked in order of pipeline urgency] 1. Act Immediately – interest from your ICP that comes in through demo/contact requests, email opens/replies, Slack alerts, and LinkedIn replies 2. MQLs – the right personas within your ICP with high levels recent engagement across campaigns, your website, and Sales outreach 3. MQAs – multiple people (anonymous or not yet an MQL) at an ICP account showing recent and high-level of engagement, defined buying committee 4. Product/Service Interest – anonymous visitor(s) went to product page and the account is showing high intent for same product 5. High-Value Pages View & Intent – multiple high-value pages (case studies, demo, pricing) visited and high intent 6. Closed/Lost Re-engaged – Opportunities >90 days old showing some engagement 7. Competitive – accounts showing competitive intent 8. Technographic fits within Tier 1 or Tier two (prioritized by Sales and Marketing) accounts – accounts with other technologies that indicate they would be a good fit The most successful SDR teams have clarity on the ICP and account-tiering, access to accurate data, and are disciplined in moving through a daily order of operations to maximize digital signals. While AI is going to help with the collection and ability to take action on signals, all high-performing sales teams follow a process. What workflows or processes is your SDR team following today?

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I've been selling SaaS for over 5 years now. Outbound techniques back in 2019 were vastly different from what they are today. I remember getting meetings almost daily just by calling people. Manual dialing was the norm, pickup rates were higher, and thorough background research on prospects was essential. Fast forward to 2024, and outreach has experienced a seismic shift. While calling remains a touchpoint, the strategy has evolved significantly. The key learning from our skilled BDRs is the necessity of being in prospects' minds even before making that call. Social media engagement has become crucial in this process. One of the primary challenges now is cutting through the noise in an oversaturated market. However, with this challenge comes the opportunity to employ a multi-channel approach. Engaging with prospects on platforms like LinkedIn, X (formerly Twitter), and Reddit has proven effective. Insight 1: Social media engagement is essential for warming up leads before calling Insight 2: The quality of interactions on these platforms can significantly influence conversion rates Insight 3: Personalization and timely engagement are key emerging trends. Upcoming initiatives in this space are focusing on refining these engagement tactics and integrating advanced analytics to track performance. These initiatives aim to help businesses understand and leverage social media as a potent tool in their outreach strategies. I encourage you to explore the latest reports and resources on this topic to stay ahead of the curve. The landscape of SaaS outreach is evolving rapidly, and those who adapt will thrive. Let's continue the conversation on the most effective strategies and tools. #B2BSaaS #SalesOutreach