Outreach Framework
Alex Marcia
Created on February 25, 2024
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Transcript
OUTREACH FRAMEWORK
included
Everything shared here today is an actionable suggestion
addressing the elephant.
the journey to today
a brief epilouge
Product & People
Common Denominator's
Product & People
Common Denominator's
Universal Truth to Remain in Perptuity
Sophisticated Buyers
Solution is too nuanced
Continue to build relationships
2. Outbound doesnt work
Pipeline is full
Not my focus
Refine and Revisit
1 Too Busy
People & Product
Common Denominator's
Universal Truth to Remain in Perptuity
Sophisticated Buyers
Solution is too nuanced
Continue to build relationships
2. Outbound doesnt work
Pipeline is full
Not my focus
Refine and Revisit
1 Too Busy
People & Product
Common Denominator's
Create a plan...
Opportunity for added advantages & revenue
Deemed an unworthy endevour
2. Outbound hasnt been figured out.. yet
Pipeline is full
Not my focus
Refine and Revisit
1 Too Busy
People & Product
Common Denominator's
"A just for you solution!"
"We need more leads!"
"We need better leads!"
"Easy data visualization!'
HR Analytics
Why do most data analytic companies not reach their full potential?Disconnects.Between marketing & sales , there are gaps preventing synergy between the two all driven by a lack of effcetive communication of not only what problems you’re solving ...but how and who you’ve done it for
reviewing the groundwork: cracks in its foundations.
"A just for you solution!"
"We need more leads!"
"We need better leads!"
"Easy data visualization!'
HR Analytics
1. Increase Data Visibility: 2. Unify Teams with Transparency: 3. Agility & Speed in Competitive Talent Market:
reviewing the groundwork: cracks in its foundations.
"A just for you solution!"
"We need more leads!"
"We need better leads!"
"Easy data visualization!'
HR Analytics
1. Increase Data Visibility: Reduced HR Reporting Times by 80% in 3 Weeks2. Unify Teams with Transparency: Reduce Churn and Increase Revenue by 19% in 12 months 3. Agility & Speed in Competitive Talent Market: Reduced Hiring Times by 30% in 3 Weeks
reviewing the groundwork: cracks in its foundations.
Higher qualified leads increase overall conversion
Buyer insights from sales funnel used to hone in on marketing
Most common objections and pain points used to create copy
Sales Assest's are leveraged in Marketing Material
OUTBOUNDFLYWHEEL
the full sales cycle taken into account
a holistic approach
Learning-Led Conversion
Network Nurturing
EduMarketing
Messaging Optimization
OUTBOUNDFLYWHEEL
the full sales cycle taken into account
a holistic approach
Learning-Led Conversion
Network Nurturing
EduMarketing
Messaging Optimization
the full sales cycle taken into account
a holistic approach
Pillar I
Messeging Optimization
The flywheel in detail
A data driven approach to getting infront of the ideal prospects
- What quantifiable results they obtained
- What other solutions in the market they tried
- Why they didn’t work for them
- Problems
- Desires
- Dreams
- Fears
- Frustrations
- How you helped
MESSAGING OPTIMIZATION
You have dozens if not hundreds or thousands of happy clients. Speak to them! They will gladly tell you what they were struggling with before they met you, what other solutions they tried, how much they spent on them, and what made them buy from you in the first place. That’s a goldmine full of information. Here’s how we do it:We speak your best clients and dream prospects and get to know them on a deeper level:
The answer is in front of you
Your offer and claim have to solve your dream clients' number 1 problem or desire! After doing this exercise, you will stand out in the market as a one-of-one. No other viable option in the market.
400
SHORT FORM
3 minute snippets from highlight reels
vsL/case study
10 MIN
Highlights and Talking Points to be leveraged
case study
45 MIN
Raw Long Form Content for Channels
Create your offer and marketing claim based on insights
Record your case studies and dsitribute across channels
From Insights to Assets
CReating the marketing material
Pillar II
EduMarketing
Pillar I
Messeging Optimization
The flywheel in detail
Informational value based content reinforces your position as thought leader and gets your message across
A data driven approach to getting infront of the ideal prospects
...case studies arn't enough in saturated markets
The average sophisticated buyer needs a minimum of 7 hours of engagement with your business.
Here’s what it means to your business:To get a client over the line, you need multiple meetings, pitches, customised proposals, and clients wanting to chat with your other customers. The solution? Education-based marketing
EDUMARKETING
Done right, it's a simple numbers game
OUTBOUND EMAIL
Cold calling: SDRs churn very quickly, you burn potential relationships instead of building them
OUTBOUND COLD CALLING
SEO and blogs : Takes a very long time to see results and most don’t do it right
SEO & BLOGS DEVELOPMENT
Referrals: You can’t decide the scale
REFFERAL NETWORK
Ads: high cost, high risk, difficult in many B2B industries
PAID ADVERTISMENT
CHANNEL OPTIONS
Hey Alex, Enrollment for Included.AI's "HR Analytics Mastery" webinar ends tonight!Aimed at those looking to excel in HR through data-driven insights, this webinar offers a step-by-step guide, complete with deep content, templates, and even Raghu's personal team to help implement. Join “HR Analytics Mastery” before 11:59 PT tonight to learn how to transform HR functions and strategic decision-making in your organization. Included.AI's Clients have achieved inspiring success stories, and today, you have the chance to become one of them. Register now before it's too late! Best, Raghu
Wrong way
"Hi {{Targets Name}} Tina, Alex came across {{Company}} PoochPerks when researching {{target industry}} Pet food companies from {{City HQ}} and asked me to reach out to see if you'd be interested in him delivering a free keynote to your HR team? We’ll cover the fundamentals of {{list pain points}} DEI, how to save time in report development, and ways to leverage available data to ensure diveristy goals are being met when recruiting top talentThe keynote is based on our findings from working with OfferUp, BarkBox and Amperity after helping them grow teams with diverse backgrounds globally, find new talent pools to support high growth, and reduce hiring times by 30% in 3 weeks. I'd love to set some time between yourself and Alex to organize a session for PoochPerks{{companyName}}. Do you have time {{ Monday | Tuesday | Wednesday }} or {{ Thursday | Friday }}?"
Right Way
Just a few noteworthy in attendance:
Keynote Participants
Pillar III
Network Nurturing
Pillar II
EduMarketing
Pillar I
Messeging Optimization
The flywheel in detail
Consistent nurturing of interested prospects begins to facilitate an increase in your network
Informational value based content reinforces your position as thought leader and gets your message across
A data driven approach to getting infront of the ideal prospects
NETWORK NURTURING
We need someone to convert the interest from our prospects into sales meetings booked on your calendar. This is simple, but not easy.Why? is EXTREMELY time consuming - nurturing a cold’ish lead (director level to join a sales call). Doing this effectively diverts focus from other key business development and sales activties.
its easy to get lost in the pipeline
Pillar IV
Learning-Led Conversion
Pillar III
Network Nurturing
Pillar II
EduMarketing
Pillar I
Messeging Optimization
Ideal Prospects either become a new client or a new relationship is formed for refferals
The flywheel in detail
Consistent nurturing of interested prospects begins to facilitate an increase in your network
Informational value based content reinforces your position as thought leader and gets your message across
A data driven approach to getting infront of the ideal prospects
30%
80%
.9%
SME
SDR
MRKTR
ONGOING
ONGOING
1-2 MONTHS
1 MNTH
Pillar IV
Pillar III
Pillar II
Interviews & Insights
Debrief Keynote
Offer Keynote
Organize Meeting
Organize Keynote
Give Keynote
Subject Matter Expert Gives the Keynore
Inital call with CEO used to set up the keynote / gauge audience
SDR Nurtures postive responses through email into a booked meeting
Work done in messagin optimization helps increase response rate
Speak to clients to get better insights into your most powerful message
SDR/SME Helps Organize Client with Solution
the flywheel in its entierty
Pillar I
monetization strategy
buyers
20%
47
30%
.9%
tam
236
Qualified Prospects
788
Booked Meetings
87.6K
Total available market (uk / us micro companies)
monetization strategy
47 X 20K = $945K
buyers
20%
47
30%
.9%
tam
236
Qualified Prospects
788
Booked Meetings
87.6K
Total available market (uk / us micro companies)