I was first introduced to the Dan Tyre’s Pipeline Generation Bootcamp through Sophie, our CAM whom Formulytic has a close partner relationship with. Knowing that only select agencies are invited to participate, I didn’t want to pass the opportunity up despite already having a full plate between supporting current clients and onboarding 3 new clients the same month the program began.
Nevertheless, the program didn’t disappoint and I’m glad I managed to squeeze this into my already busy schedule despite not fully understanding what I was getting myself into. There were a number of takeaways that you’ll find summarized below, but it should be noted that I’ve found the learnings here are not only applicable to other growth or demand gen agencies, but also tactics that can be leveraged internally in an org to facilitate pipeline development even if you’re not an agency.
Inbound is great, but it’s easy to get complacent when you’re able to rely on that alone. Historically, we’ve averaged 1 inbound inquiry a week through the website, and pairing those with referrals, it’s easy to get complacent. It’s also easy to “forget” to prospect when you’re so busy with servicing your existing client relationships.
When committing the time to self-identify best fit prospects through tools like Crunchbase or Linkedin SalesNavigator, you quickly that your best prospects may not necessarily be the inbound ones. Once you identify these organizations, the real work begins.
As marketers, our natural inclination is to just email somebody as our default form of communication. While there’s nothing wrong with this method and it works, a big takeaway for me personally was to let go of my “fear of the phone” and just call them. Not only are you likely to get a better and faster response, you’re also separating yourself from every other vendor who’s vying for their business.
I learned this first hand. I would always shy away from the phone for fear that my call would be perceived as a dreaded “cold call.” However, when I was able to get a prospect on the phone, the response was always welcome. It also helps that all calls were with the intention of helping the prospect live rather than immediately delving into a sales pitch. When you spend 85% of the time talking about real tactics a prospect can implement and only 15% of the time providing background on who you are, it flips the nature of the conversation to be much warmer and more inviting.
When we looked back in our Hubspot CRM, we found closed lost deals as well as leads that date back 2+ years. It’s common to hear advice around circling back to them as a means of re-evaluation, but for companies that weren’t a good fit to begin with, I’d leave them untouched. An obvious oversight however was that these prospects can still serve as an excellent source of referrals, especially for organizations trying to capture more market share within a particular city or region where the company is located. As part of this bootcamp, we went through all of our older leads with a finer tooth comb – leave no stone unturned!
For growth marketing firms keen on aggressive growth over the next 12 months, I’d highly recommend taking Dan Tyre’s Pipeline Generation Bootcamp. You’ll learn from someone who’s been directly involved with growing an agency business in the past and just may give you the kick in the pants you need to commit action to the process of prospecting.
It’s an 8-week commitment requiring strong focus and a number of weekly tasks, but when you get to the end you’ll come out much better positioned and more confident to put yourself out there as a means of generating new business.
Interested in learning how you can generate pipeline from digital marketing programs? Get in touch with us and let’s chat!