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CONVERTING LEADS TO CUSTOMERS - where digital alone is not
enough
Kingshuk Hazra | leadStrategus.
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Got my grey hair in B2B sales & marketing I worked with
Naukri founder in 1998; was Gartner e-com
analyst in 2000; used to have coffee with Rodinhooder Alok
Kejriwal in 2002; sold first SAAS @ 2008
Was a part of the SAP growth from small 30 pax office to
Enterprise
Was the first marketer for Amazon Web Services in India
Run a Sales & marketing transformation consultancy -
LeadStrategus
Highest levels of integrity WYSIWYG (What You See Is What You
Get)
leadStrategus
@kingshukhazra
Why listen to Kingshuk?
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The only thing you have of a prospect is company name /a persons
name /an email id
Imagine.
What will YOU
do?
@kingshukhazra
leadStrategus
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ONLY 1 PRINCIPLE: There is NO brahmastra! Use your heart, brain,
& muscles
@kingshukhazra
leadStrategus
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1. Get on LinkedIn 2. Find Economic Buyer & 3 other
influencers
3. Research Socially, get address, reverse-engineer email-id 4.
Do Social Influencing
5. Customise message & reach across social, tele,
snail-mail, & f2f
6. If spark ignites, pursue; else put on nurture/recycle
track
DIGITAL is necessary but NOT sufficient
leadStrategus
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Lets revisit the building blocks
TOOLS KNOW-HOW
PEOPLE
@kingshukhazra
leadStrategus
- Process - Structure - Culture - Skills
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I love EXTREME Value For Money but dont be cheap
Meet me,, talk to me,, dont just spam me
Do not treat me like a credit-card salesperson
Sirji sirji doesnt work action louder than words
Dont reach out without checking my LinkedIn
Talk in my lingo Im not a Southie or Northie
Teach me, entertain me, challenge me I will be
your buyer for life
Source: LeadStrategus Primary Research & Anecdotes heard
Memo from an Indian buyer
@kingshukhazra
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Get the Leads F L O W I N G faster & thicker!
@kingshukhazra
leadStrategus
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If you are not Slack/Atlassian# or in B2C you will always need
both the inbound
& outbound pipes # in Western markets, for India you NEED
salesfolks
@kingshukhazra
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Recycle Disqualified Lost
Marketing Qualified Lead Known Opportunity Won Engaged
Unknown
Sales Accepted Lead
Customer lifecycle journey planning with scenarios &
assets
@kingshukhazra
leadStrategus
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4 Outbound/eMail/ Inbound Mail/Events
Sends out survey forms & relevant collateral to relevant
People
Marketing
2 Information Mgmnt
All Information sought is sent out and telecall repeated
Content Exec /Tele-Marketeers
4 Unqialified Lead dB
Target hitlists based on country intelligence via in-house
DB
1
Marketing
Call up the people mailed for knowing interest areas
Dedicated Tele-marke teers
3 Tele
Lead Qualification
Based on specified para meters Lead Qualified With call/s on
prospect
Qualification Manager
5
Hand over to Sales
Complete Interaction History + Profile made And handed over to
Sales
Marketing
6 CRM Pipeline/Lead
Continuous tracking and weekly meeting between sales operations
& marketing
Marketing
8 CRM Lead
Entered Into CRM Lead Management System
Marketing
7 Cold Leads/ Oppts
Based on time line tracking & SO Mktg this is classified
Marketing
9
@kingshukhazra
Closed-Loop Management
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be too broad, conversion will be a pain
be too narrow, too few deals to chase
@kingshukhazra
Shape your funnel
leadStrategus
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Moving from lead to an opportunity is a zig-zag brownian
motion
Meet @
mixer
Not
interested in
first date
Read
Reviews Social
Media
Referral
Confide real
problem
F2F
Accept
LinkedIn
invite Open snail
mail
Opportunity
Exchange
season's
greeting
Like Twitter
updates
Lead
@kingshukhazra
leadStrategus
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Science of Enterprise Sales from AppDyamics*
Path to 1M$
(or /10M/100M/ 1B)
Sales Capacity Model
Demand Generation
Funnel Sales Process
Growth Constraints
* Read the Linkedin post by Jyoti Bansal AppDynamics founder
https://www.linkedin.com/pulse/science-enterprise-software-sales-my-lessons-from-jyoti-bansalhttps://www.linkedin.com/pulse/science-enterprise-software-sales-my-lessons-from-jyoti-bansalhttps://www.linkedin.com/pulse/science-enterprise-software-sales-my-lessons-from-jyoti-bansalhttps://www.linkedin.com/pulse/science-enterprise-software-sales-my-lessons-from-jyoti-bansal
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You need to balance the 3 roles - Create, Nourish &
Destroy
@kingshukhazra
leadStrategus
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acche heine! (Translation - rigor is good!)
@kingshukhazra
leadStrategus
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How you plan your day
decides whether you go hungry or
not!
@kingshukhazra
leadStrategus
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I am not afraid of an
army of lion being led by
a sheep; I am afraid of
an army of sheep led by
a lion.
Alexander the Great__
@kingshukhazra
leadStrategus
Hire for attitude, train for skill but get a lion to guide
them
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DO or NO DO There is no try!
@kingshukhazra
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The salesperson with the better training, better
monitoring, & better motivation wins
ALWAYS!
leadStrategus
@kingshukhazra
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Summary!
leadStrategus
@kingshukhazra
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Au revoir!
Kingshuk Hazra | leadStrategus.
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Talk With Us: linkedin.com/in/kingshuk/
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