E26 – Digital Resources – Sales Playbook

An introductory video will go here

Sourcing Leads and Building a List

To build your lead list, complete the following 5 steps. Use LinkedIn or LinkedIn Sales Navigator to source leads based on the following criteria, 1 Function = “Marketing” or “Content”, Company Size = 50 – 500 people. The relationship should be 2nd & 3rd degree connections

Once you have performed a search, you will need to use Linked Helper to gather the results together into a list you can download.

Linked Helper is a chrome extension you can find here. Linked Helper will allow you to download a CSV of all the prospects you have gathered.

Once you have installed the Chrome extension, you should be able to locate Linked Helper in the bottom right of the Chrome browser whilst on the search results page.

Linked Helper needs a valid subscription so if you don’t have access, talk to Nathan.

Step 1: Create a list

Step 2: Gather the results

Once you have collected your list, you will need to download a CSV file of all the prospects you have gathered

Once you have sourced the prospects and gathered them into a CSV you need to add a column to the spreadsheet using Google Sheets. The additional column should be labelled ‘This Lead is for:’. In this row please insert ‘Element 26 Ltd’ for every prospect.

In the next step, we use a tool called Hunter to add email addresses to the records we have sourced from LinkedIn. When creating the spreadsheet, Hunter will reject any row which has an incomplete name, in the example above, the first entry is Sacha L. If you look closely at her record you will see her surname is easy to find at the bottom of her listing.

Please update all records to have the complete name where possible.

Now you have downloaded your CSV, it will contain rows of data superfluous to our needs. The only columns we need are, ‘First Name’, ‘Last Name’,’Company’,’Job Title’, ‘Email’ and ‘This Lead is for:’

‘This Lead is for:’ is a column you will need to make for yourself. For every record please make sure it contains ‘Element 26 Ltd’. The list you upload to Hunter should look a bit like the one below.

Now we have our spreadsheet, it’s time to upload it to Hunter.io

Navigate to https://hunter.io/bulk_finders/new to upload the CSV file directly.

Once Hunter has completed populating the email addresses the new CSV should be available to download. Its not uncommon for Hunter to miss some email addresses so don’t be too disappointed with the outcomes if your spreadsheet is missing a few results.

Uploading to Pardot and Managing the Engagement Studio

Once you have your CSV, we need to get our prospects into our marketing automation software. To do this you need to log into Pardot at pi.pardot.com

Once logged in, navigate to Admin > Import > Prospects

Once on the Prospects import screen. Choose to import your prospects by email address and remember to check the box at the bottom to confirm that we abide by Salesforce’s permissions based marketing policy.

When importing your CSV Pardot will map the fields so they’re assigned tot he correct object on the Prospect record.

It’s important to double check that Pardot is doing this accurately. If the spreadsheet is configured correctly, everything will align neatly. If it is not, you will have to modify the assignment.

If you’re happy everything matches, hit Next to continue.

When importing you will be invited to add users to both a campaign and a list. The campaign is the prospects first touch point with the business and the list represents the automation journey we will be putting the prospect on.

Unless there is a reason not to, please add prospect to the ‘Element 26 LinkedIn Leads Campaign‘, in regards to the list, please add them to the ‘New Sales Lead Import‘ list.

When prompted, do not change the campaign for existing prospects.

The Four Steps of Importing Prospects

Find Element 26 LinkedIn Leads from the Campaign drop down list.

Click Next when ready.

On the next screen select ‘Add Prospect to a List’

Click Next when ready.

Type ‘sales’ into the search field and select ‘Element 26 – New Sales Lead Import’

Click Next when ready.

On the final page you should see an import summary.

Click Confirm & Save.

So what happens next?

Once Pardot has processed the CSV, it will automatically add the prospects contained within it to the ‘Element 26 – New Sales Lead Import’ list.

This list is part of an engagement studio which in a nutshell means they will receive a series of prospecting emails. I have included screenshots of the first three emails below however, the contents are always being reviewed and may not be the same by the time you add your prospects.

The idea behind the first three emails is to get the prospect familiar with who we are. The forth email in the sequence is critical because it is the one with the direct call to action.

The forth email ask for an introduction to the person in the company who is responsible for the video marketing requirements. Because we have selected the right job titles in the beginning from companies with the right amount of people, we can be confident that the recipient of the email is the appropriate person.

Dealing with responses

As the emails are sent, there are two core things which can happen and three after events. As a general principle, responses to emails are better handled inside of Salesforce rather than Pardot.

Emails sent out are either:

  1. Successfully Delivered, or;
  2. Unsuccessfully Delivered

Successfully delivered emails are proceeded with the following common events;

  1. No response (Most Common),
  2. Response (Rare)

Unsuccessfully delivered emails are usually caused by either;

  1. Incorrect email addresses, or;
  2. Hard bounces

Disqualification before Qualification

Dealing with the most common situations first, ‘No response’.

It can often feel like our marketing content is falling on deaf ears because responses aren’t always forthcoming. There are numerous reasons why this may be the case, bad timing, no current need, not relevant etc

Throughout our sales campaigns it is vital that our emotions remain neutral so we can make measured assessments of any activity.

Pardot and Salesforce are very good at telling us who is engaging with our emails. Whilst they might not be sending a direct reply, they may well be opening and reading our correspondence.

There are two ways to identify prospects whom engage with our emails but don’t respond.

The first is the daily email you will receive from Pardot which lists who has been opening our emails and the second is on the Salesforce home screen, where prospect activity is highlighted.

Pardot sends a daily email of prospect activity

Screen Shot 2018-08-17 at 11.24.15

Salesforce highlights prospect activity on the home screen

The goal now is to encourage what we call buried prospects to give us a hand-raiser. Remember it is vital to remain emotionally neutral, the prospect may or may not be interested but we have no definitive information to go on.

Pardot applies a scoring to a prospect based on how much of our content they engage with. If the prospect scores highly enough, this should prompt us to take action in social media.

Our first destination is LinkedIn as this is where we sourced the prospect from in the first place.

Use LinkedIn Sales Navigator to locate the prospects recent activity if there is any.

Browse the prospects recent activity until you find something which you think is relevant and/or timely. This is a subjective point but the goal is to enter the prospects radar from another direction.

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It’s better to bide our time with a direct approach rather than to contrive a reason to get in touch. Watching these prospects and keeping a list of the topics they discuss can be really helpful to marketing in it’s mission to create more relevant content.

When you think the timing is right, reach out to the prospect via email using a GoVideo. You can install the chrome extension here. Speak to Nathan to ensure you’re connected to the correct account in our Vidyard account.

Example outreach video

Dealing with the hard bounces.

Sometimes Hunter hasn’t quite nailed it when attempting to attach an email address to a record.

In which case, you can attempt to find it elsewhere or alternatively, the next best option is to find another contact at the company and add that record to the begging of the funnel.

Regardless the prospect for whom the email hard bounces will be automatically disqualified and removed from the Engagement studio. This is important because it prevents Pardot from attempting to email and dead end.

Use this list view as central location to manage all hard bounces. Staffing situation permitting, unearthing new prospects could fall under a junior position.

Dealing with the out of office replies.

You will learn to love out of office replies as many of them will provide you with new prospects to add to the top of the funnel.

Here is a good example:

Screen Shot 2018-08-19 at 16.22.55

When adding these new prospects to Salesforce, best practice is to clone the record of the prospect from whom we received the autoresponder.

Reason being, information like company size and location are vital. By cloning the record we bring this information with us.

To clone a record navigate to the Lead in Salesforce and click on the arrow on the top right and click clone from the drop-down menu.

Once you have duplicated the Lead record, please check the Pardot components on the Lead record to make sure the prospect has been added to the ‘New Sales Lead Import’ list.

It is the same list we uploaded our CSV to earlier in the process.

If the prospect isn’t in the list, please add them by updating the Lead record inside Salesforce.