B2B outreach can be pretty intimidating, even more so if you enter the battlefield completely unprepared, with nothing but a rusty Glock and one last bullet to spare. However, soldiers don’t die in unannounced wars. They prepare accordingly and win. In today’s article, we will cover every skill you need to master before you dive head first into the sea of B2B outreach. You might want to take notes, this will get interesting:
Prospecting is a sweet science, though it still requires great creativity to execute properly. To put it simply, prospecting takes place before the outreach even begins. It helps you extract information from your potential audience and build lead lists that will foment better campaigns. In other words, prospecting is to walk as outreach is to run. To master this skill like a true veteran, you need to first learn the basics. Get familiar with different prospecting software, know the ins and outs of every CRM, double down on the one that works best for you, and build targeted lists you can then use to A/B test and optimize your campaigns moving forward. Prospecting works the “who’s” of outreach, so learn it well.
Overlead Pro Tip: Niching down your prospecting can do wonders. Be as specific as you can with your buyer persona.
Copywriting is outreach’s most underrated skill and the most difficult one to master. Good writing excites, great writing sells. Copywriting is much more than mixing and matching words to get an end result. It goes way deeper and has a lot of psychology behind it. Successful copywriters, for example, know how to use psychological triggers and biases to increase copy conversion and sales. They know how to appeal to your ethos, pathos, and logos before you even have time to Google what those words even mean. One great trick to master copywriting is to learn by example. Identify some companies you believe are great at what they do and deliberately sign up for their marketing funnels. Once you do, just learn from them, what they communicate, how they do it, and why they do it. This B2B outreach “life hack” definitely pays great dividends.
Overlead Pro Tip: Great copywriting is all about being concise. Be respectful of your prospect’s time and keep your messages short, with a clear CTA at the end.
This one is a bit obvious but, for some reason, most startups skip right through it. Marketing is all about finding product-market fit. In order to do this, you must first know what you offer, who you’re offering it to, and how much you expect them to pay for it. The secret sauce behind marketing is pain. Yes, you read that right, pain. Marketing tells your potential clients how you can solve one of their problems. The bigger their problem, the more they’re willing to pay for you to solve it. Startups will burn their seed and Series A rounds trying to find who their product solves a problem for when, in reality, you need to reverse engineer this approach. First, find a problem, and then offer a solution. This will prevent you from selling glasses to the blind, or wings to birds.
Overlead Pro Tip: A/B tests are a marketer’s best friend. Play with your ad sets, measure KPIs religiously, and pivot to identify potential avenues to improve your conversion rates. Like investing, you shouldn’t keep all your eggs in one basket. Test different marketing channels, inbound or outbound, and see what works best for you.
The world of sales is for the bold, and you need to get familiar with rejection if you plan to have any success in it. Be prepared to face many “no’s” in your B2B outreach because, in reality, your service or product is not for everyone. Not even this, but perhaps your potential client might even have that problem solved with some other provider, or they’re not at a stage where they can invest in solutions like yours. Be persistent and push forward. A present no can turn into a future yes if you know how to work that lead. For example, every rejection can be viewed as a future opportunity. You might move these types of prospects into a mailing list to feed weekly plug-and-plays, case studies, or valuable resources they can use to grow. This will show your company’s goodwill and willingness to help, thus helping you close them at a future date. At the end of the day, even if you tell prospects how you do what you do, chances are they won’t do it themselves.
Overlead Pro Tip: Use a CRM to track your leads and set due dates for your follow-ups. As you close new clients, be aware of how long your sales cycle actually is and how long it takes for your sales team to go from call to invoice. This will allow you to create objective models to predict revenue down the road.
1. Time Management
B2B outreach, if done correctly, will eat away most of your time. Learning to delegate the minuscule tasks is a competitive advantage most sales teams don’t capitalize on. Using economies of scale, a freelance workforce, or partnering with firms like Overlead can be of great help. Each has its pros and cons, though.
Economies of scale will reduce your monthly salary costs, but managing remote teams can be difficult considering you will be playing with language barriers and different time zones. Freelancers, on the other hand, can reduce your salary costs even more, as you can pay them pro-rata fees for specific tasks. For example, you can pay US$250 a month to have a VA create lead lists on your behalf instead of paying a full salary. The downside is that freelancers tend to be mercenaries and they won’t be as available as full-time employees. This leaves you with one last choice, finding a sales partner.
Partnering with companies like Overlead can boost your lead generation efforts by a country mile. With firms like Overlead, you get access to a team of experts with battle-tested sales strategies that work. Moreover, Overlead offers a fixed price per meeting, allowing marketing teams to track their customer acquisition cost (CAC), lifetime value (LTV), and overall return on investment (ROI) much easier. The only con here is not knowing about this sooner.
Overlead Pro Tip: Time is your most valuable asset. Be wise with yours. Learn to delegate sooner rather than later. This is the path to true scalability.