July 4, 2019
Creating an outbound sales cadence which converts is critical to the success of a scaling business. When a company is scaling up, one of the biggest difficulties it can face is converting B2B prospects into customers. Especially so in the B2B sales, SaaS and technology spaces, where competition has never been fiercer.
Here at Cognism, we know all about scaling up. We’ve been there already, growing from $0 to $4 million ARR in under two years. What’s unique about our astonishing growth is that almost 85% of it has come from outbound lead generation. How have we done it? It’s simple. We’ve discovered a winning formula that has helped us to shape cadences which convert.
When creating your outbound cadences, you need to remember three important numbers:
45 25 17
We’ll deal with each of these numbers in turn. First up…
45% represents the largest single demographic of buyers today. Surprisingly, these are millennials (the generation defined as being born between 1981 and 1996, with ages between 22 and 37 years old). This cohort has sparked a revolution in culture, politics, and even business. They bring with them needs and aspirations which are markedly different from older generations.
What does this mean for outbound sales? Quite simply, it means you have to up your game! The way millennials consume content is unique. They are online more often than their older peers and they engage across multiple channels - Facebook, Twitter, LinkedIn, Instagram, Snapchat, to name just a few.
So, to engage and convert the biggest group of B2B buyers today, you need to understand where millennials spend their time and how they want to buy. You’re prospecting an audience whose attention is split across many different channels. Your outbound cadences have to rise to that challenge if you want them to succeed.
With this in mind, here are some tactics for creating outbound cadences which convert millennials:
The second number in our formula, 25%, signifies the percentage increase in conversions you can expect to see, if you use video at the right time in your cadence.
When you think about the majority of your buyers now being millennials, it makes sense that video should play a key role in engaging with them. They’ve grown up in a world where online video has exploded in accessibility and popularity. Video must play a part in your outbound cadence - your conversion rates will thank you for it!
Here are some stats to back up the power of video, taken from our own research:
Now, to finish, let’s see an example of a B2B sales video in action. This is a video recorded by Alex Shorthose, a Senior Business Development Specialist at Cognism. He sent it to one of his prospects at the end of the month. It’s a great illustration of how video can be used to engage with potential buyers.
On a side note, if you’d like to receive your own daily dose of Alex, be sure to get in touch with him! He can show you how Cognism’s high-quality B2B data can help you find your target buyers and cut your B2B prospecting times in half.
Moving onto the final number in the Cognism formula - 17. This represents the number of steps you need to have in a winning cadence. It may sound like a lot, but it reflects the following facts:
What follows next is an infographic displaying the optimal cadence sequence used by the Cognism sales team. It’s based on all the data and analytics we’ve gathered to date - it’s the ultimate winning outbound cadence!
There are a few things to note:
At Cognism, we’re fond of the saying, “sales isn’t an art - it’s a science.” Our outbound formula is proof of this. By using demographic and statistical data, and analysing the success rates of our outbound campaigns (campaigns which helped to skyrocket our growth last year by an astronomical 657%!), we’ve come up with an equation for continued sales success.
We’re excited to offer this formula to other companies who may be having difficulty making the most of their outbound activities. If you would like to find out more about how Cognism could help you achieve lead generation success, get in touch today. Our B2B lead generation and sales acceleration solutions have already helped our 200+ customers to scale in the same way we have.