Category: Funnels

If you’re running a B2B SaaS that closes deals on the phone, there’s only ONLY funnel you need to make it all work. I’ve been asked the same question almost weekly for years now: “What funnel do I need for my SaaS?” It’s the question everyone asks, what funnel is going to work for me when I’m selling a SaaS. Finally, I’ve decided to answer that question if you fit in this scenario:

  • You have a B2B facing SaaS product
  • You close your deals on the phone as a high ticket monthly or annual contract
  • You have a sales team to feed with leads

Why?

Inevitably B2B has the highest cost to close, but at the same time, they can close a ton of revenue QUICK.

 

The Funnel

funnel-lq

(click the image to see the high-quality version)

The way this funnel works is by qualifying traffic before allowing them to take the next step. If they’re not at least solution aware – know that the market you’re in is a solution they should be looking at – than they don’t have the option to see a case study or book a call. Ideally, when you’ve nailed it down, you’ll add an even bigger barrier by ONLY allowing people who are product aware move into the case study and call. Meaning people who know you’re a good option to solve the pain they’re looking to resolve.

So let’s go end to end…

 

Step 1 – TRAFFIC

Any source will do. Organic is great if you can swing it, but any traffic medium can work. In step one you’re sending that traffic to 3 different content pieces (could be video or articles – here I just said articles for simplicity sake), each will likely have their own targeting buckets.

 

Step 2 – CONTENT

The purpose of having 3 pieces of content is to bucket the traffic you’re bringing in and expand the potential prospecting audience. Each piece of content focuses on the different buying mindsets of a prospect:

1) Don’t know they have a pain – the hook is typically highlighting the disruption or pain they don’t know they have yet (limit this to 5 minutes of consuming content)

2) Know they have a pain, not sure how to solve it – this is all about explaining the ‘what’ behind solving the pain, not the how (limit this to 10-15 minutes of consuming content)

3) Pain and solution aware, seeking a product to fix it all – this is where you can get specific about how you’re getting a result for a company that’s similar to them and how you can do the same for them (limit this to 30 minutes of consuming content)

These pieces of content can be articles, videos, podcasts or honestly whatever – but the goal is to make moving to the next step easy – so articles or video do best here.

If they come into bucket #1 and don’t know they have a pain, they should NEED to consume content piece #2 and/or #3 before being able to move on.

I can’t go into an insane amount of detail on why and how this is structured but know the prospect needs to understand they have a pain and it has to be agitated in order to see the case study as a valuable offer.

 

Step 3 – CASE STUDY

Effectively you’re ‘showing them the way’.

The case study should be designed to show them a result they want, tied to a similar type of company to them.

Example, if you had a mobile app building SaaS selling to agencies, your case study would showcase how an agency built a 6-figure recurring profit center using your solution. This step is getting them to opt-in to receive the case study, which will be emailed to them.

Once they opt-in, you’re shooting them right over to the next page which is booking a call for a strategy session.

 

Step 4 – STRATEGY CALL

In this step you’ll be positioning the call as a strategy call to help them see if there’s a fit for using your product and if you can help them attain a result similar to the case study.

You’ll want it to be booked as a 30 or 45 minute call but have your call booking software send out a 60 minute time block so you have enough time to make the sale and close out any notes and all you’ll need to take.

The key to pre-framing this conversation is in positioning it as a strategy call and taking a pre-call application BEFORE they get on the phone.

 

Step 5 – PRE-CALL APPLICATION

This is for pre-framing your call but also to help you visualize a path for your call to take. Based on the answers you can identify beforehand if they’re a good prospect and also identify questions you’ll need to ask in order to get them to a ‘yes’.

Make sure you have copy stating it’s a mandatory application that’s needed in order to maximize efficiency on the call.

This also helps in framing the call as a strategy session vs a pure sales call.

 

DONE

That’s about all there is to it. Comment below with your questions and I’ll be happy to answer them!

 

Bonus – Get The Template

If you want the ready to edit and launch template for this funnel, click here!

 


 

 

A couple of months ago I decided to begin helping high-end retail businesses outsmart their competitors and attract highly qualified leads. The purpose of this was to help businesses reduce their cost, increase their conversion rate from traffic to qualified leads and positively impact their revenue in a big way.

To begin conversations with these businesses, and to validate my process, I began contacting high-end retail businesses across North America. With my schedule, it was hard to find time to build a list, write emails, send out emails, manage responses and book calls.

I knew there had to be a better way to reduce the time I had to spend in contacting these businesses and to scale the process.

Along the way I went through tons of great tools to help. I thought I’d share the tools I found that worked well so you don’t have to spend weeks or months combing through and testing software or services!

 

The List

The first key element to effective sales prospecting is a good list of leads. I personally outsource a lot of this work now as I am selling a high dollar value service, so I like to contact owners, managing directors or CEOs right off the bat.

But if you just want to get started and you want the path of least resistance to increase the number of warm leads you’re seeing quickly, continue reading.

In the B2B space, there’s a ton of great services that can provide high-quality lead lists that can really kickstart your prospecting. I’ve personally used two of the below providers (SimilarTech & LimeLeads) to generate six figures in revenue and growing over the past few months.

The first to kick off are the lead providers that focus on technology as their filter. If you’re managing sales for an internet marketing company, you’ll be looking for people using things like AdRoll, Perfect Audience, Wix or other such technologies to contact and sell your services.

Datanyze, SimilarTech & BuiltWith are three I know of that have a great database of leads filtered by technology.

In the case where I used SimilarTech, I was going after sites that were using AdRoll or Perfect Audience. SimilarTech had a list of over 40,000 websites that were using those technologies with a contact email in their database. If I just needed the website, there was over 175,000.

There’s still some filtering and verifications you would want to do if you’re going to use these lists, but taking 15 minutes to get a list of 40,000 leads is a great deal. Especially when there’s tons of other lists you can pull from their database to use for joint ventures or other side projects.

Beyond technology based filtering, there are a handful of good lead databases that focus on industries or even have B2C lists.

My favorite at the moment is LimeLeads. It’s lower cost than most of the others listed below and they recently added names, phone numbers and addresses for all of their leads (this saves you a potential $0.01/raw lead in checking cost and tons of time). you get 50 free leads to start and then pricing starts at $39/month.

Beyond LimeLeads, some of the top players are ReadyContacts, SalesGenie (they offer consumer lists as well) and Hoovers. I’m not totally sure on the pricing, but the more information you get/need on the leads, the more you should expect to pay.

If you really want to build your list in a quick and dirty way, you can pick up a YellowPages or Manta scraper online for $10 – 20 and run it to build your list.

 

Filtering Your List

Now if you’ve purchased your list, you’ll want to verify the emails you have. This ensures the emails are deliverable to cut down on bounce rates. For any business that plans on sending over 10 sales emails a day, I HIGHLY recommend that you verify your emails.

Both of the services I’ll mention in a second start at $0.01 per email, so they’re not super expensive but will save you from getting all your emails spam boxed.

My go to email verifier is KickBox.io. They allow you to verify 100 emails per day for free, which is absolutely fantastic. If you go and buy a giant 10,000 person list, they still only charge $70 to get them all verified. Not bad at all considering they’ll tell you if each email has an inbox attached, leads to a catch-all inbox or just isn’t deliverable (email doesn’t exist).

If you are going to use QuickMail (more about QuickMail later in the automated emails section), they also have a built-in email verifier that starts at $0.01 per email as well. If you like simplicity and just want to work within one platform, I recommend it as Jeremy (the founder of QuickMail) is quite an awesome guy.

 

 

Let’s Get Emailing: The Semi-Automated Way

I’m going to start with telling you about two softwares to do semi-automated email prospecting and then tell you about the automated approach. There’s a reason to this madness and to put it simply, while you’re testing your email copy use the semi-automated approach.

Both of the softwares I’ll mention in this section offer a good length trial that will give you full run of their tools. The automated approach is a bit more restricted, so it’s best to enter into automation with your best foot forwards.

The first is Yesware. Yesware is a great overall email tool for tracking email opens, setting reminders and scheduling emails – but it also takes things a step further with bulk, personalized emailing right from a Gmail or Google Apps For Business account.

Yesware also offers a 30 day trial of their Enterprise plan, which is great by the way. You’ll be able to use Yesware to it’s full ability and send bulk emails, personalized with information from your lead lists to up to 200 people at a time. One of the best things is that the bulk emails can be a sequence of emails and tracking is done throughout the series.

Another software that has a similar offering is ToutApp. ToutApp like Yesware used a Gmail or Google Apps For Business account to send emails, but beyond that ToutApp also allows you to connect in any email server to send outgoing emails. ToutApp also doesn’t really have a limit to the number of leads that can be included in a bulk email, so it’s a bit better if you need to generate leads for a team.

 

Let’s Get Automated: Emailing On Steroids!

Now for the good part, automating your emails to fill the funnel.

For email automation I have a single recommendation that stands way, WAY above the rest. That recommendation is QuickMail.

QuickMail is a phenomenal tool to automate your email prospecting. They offer split testing of emails sequences on a per email basis, automated sequence starts, the emailing is based on Google mail and the importing of prospects is built on top of Google Docs for super easy importing and updating!

Let’s say you have a list of 10,000 contacts you want to get into a conversation with and have them book a call with you. If you’re running as a one man shop, that’s going to be a pain in the arse to separate the list and send emails in batches to keep from overbooking yourself.

QuickMail shines in this regard. You can import your entire list into QuickMail via a Google Doc, then setup a sequence of emails (I recommend 4 – 6 emails by the way, this captures as many replies as you’re likely to squeeze out of your list) to be sent to your list.

At this point you can use QuickMail’s scheduling feature to automate emailing to ensure you aren’t sending out too many emails that you won’t have time to answer.

Let’s say you’ll get a 80% open rate, 50% response rate, 30% call booking rate and assume you can handle 5 calls a day.

That means you’ll want to schedule a QuickMail sequence to be triggered with 42 emails out of your 10,000 contact group. This is what it looks like in QuickMail:

quickmail1

 

Here’s the agenda view – much nicer to see as an overview:

quickmail2

This basically shows that I’ll be sending 42 emails a day, Monday to Friday to a list of real estate agents using my email sequence that offers a free to attend webinar.

Once you setup this schedule you’ll never really need to go back into QuickMail again if you really don’t want to. At this point you’d be getting call bookings and replies on autopilot until your contact list has been used up.

Imagine that, no more lead parsing in Excel, no more worrying about not getting inbound leads…simple hot lead generation on autopilot!

 

Call Booking

Just above I mentioned automating the call booking stage, this is done using one of a number of softwares that handle giving a prospect access to your available calendar times so they can book their own call time.

I highly recommend Calendly, it’s my go-to calendar scheduling software and I use it in all my email sequences to book calls. It’s quite low cost, but I will admit, it doesn’t seem to play well with integrations…you’d need to automate using Zapier to identify new Google Calendar bookings and send them into your CRM.

That being said, Calendly is quite flexible for calendar scheduling and it even offers payment based calendar scheduling if you do consulting. The ability to have an unlimited number of booking pages is also quite a good feature since it’s a limiting factor for other options.

Other options that I see used often among those that rely on SalesForce or HubSpot are: ScheduleOnce and YouCanBook.me.

 

 

Getting On A Call

Finally, now that you have emails going out on autopilot with call booking links, it’s time to worry about getting on those calls.

There’s a number of options to do this, including just calling someone via a traditional phone, but I much prefer to record my sales calls to reference back and make notes. For this I use either Skype or Zoom.us.

I really like Zoom.us because everything is built-in, I can even run webinars using Zoom for half the cost of GoToWebinar and recording it automatic. The downside is that it’s software based, so the person on the other end needs to download Zoom for it to work.

The more mass appeal friendly one is Skype. Almost everyone has Skype on their computer by now and since it’s free, you can’t really go wrong price wise. The only thing I recommend is grabbing Ecamm Network’s Skype call recorder, it’s $30 and reviewing your calls will do wonders for identifying areas of improvement – it also saves you from having to take notes during a call.

 

 

That’s pretty much all of the software you need to automate your sales prospecting process. If you’re interested in learning more about connecting it all, writing high converting emails or scraping leads comment below. If anyone is interested in my process for generating leads also comment below.

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