"BFFs are the New MQL" presented by Justin Keller at #FlipMyFunnel 2018
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"BFFs are the New MQL" presented by Justin Keller at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
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"BFFs are the New MQL" presented by Justin Keller at #FlipMyFunnel 2018
- 1. BFFs Are the New MQL
- 3. What We’re Covering Relationships: Super Important Scaling and Measuring Your Relationship Development Fun Tips on Building B2B Relationships
- 4. 4 Making Friends Ain’t Easy 87% Sales and Marketing professionals that believe that relationships are critical to their revenue goals. 30% Sales and Marketing professionals that believe that they can develop the kind of relationships that impact revenue.
- 5. 5 Investing in Relationships 81% of businesses will invest MORE in brand over the next 5 years. The number of SDRs has quintupled over the past 10 years. ⅔ of B2B companies are dedicating >25% of their budget to events.
- 6. 6 How to Make BFFs Your New MQL MQLs: Helpful Relationships: Crucial
- 7. 46% More effective in generating business after a warm introduction. 7 Warm Introductions DO Involve your introducer in your relationship. The “Bear Hug” Start with who you DO know, not who you WANT to know.
- 8. 8 DON’T Cut to the chase. Have an agenda. Rely on LinkedIn. Warm Introductions 86% Of people sometimes or never make warm introductions.
- 9. 9 DO Social research happy hours. Do Your Homework
- 10. 14% Percent of sales and marketing pros satisfied with the level of information they have on target contacts and accounts. 10 Do Your Homework DON’T Be creepy. Use information as tokens. Rely on your CRM.
- 11. 11 Measuring Relationships Spread: The number of them that have at least one relationship with us. Scope: The number of them that we want to have a relationship with. Depth: The number of us that have a relationship with one of them. Strength: The amount of power and influence one of us has with one of them. 1 2 3 4 ((Spread x Strength) + (Spread x Depth)) Scope
- 12. Relationship Indicators 12 Shared Metrics Awareness Visits Uniques Engagement Replies Meetings Penetration Contacts per Account Relationships Email Volume Meeting Volume Shared Contacts Social Reciprocity 10% | 7% Sales | Marketing satisfied with their ability to measure relationships.
- 13. 13 Scaling Relationships Among the highest performing sales and marketing professionals, only 43% believe they’re any good at scaling relationships. Don’t be afraid of the non- scalable. Start small. Be consistent and repetitive with strategy. Be creative and unique with tactics. Be thoughtful. Don’t sweat your lead scores.
- 14. 14 Last Tips The Letterbomb. Hey, You’re Cool. The Benjamin Franklin Effect.
- 15. 15 Let’s Become Best Friends (You’re cool.)
Editor's Notes
- What are the three things we’re going to cover.
- 1% of leads become customers 5% of MQLs become customers
- Email and calendar are the best way to calculate the relationship with your prospects.
- Email and calendar are the best way to calculate the relationship with your prospects.
- Add call to action - what’s one thing that someone can do tomorrow to get going on this?