Episode #218 – Kim Albee
Why You Need to KNOW Your Perfect Potential Customer
Kim Albee founded her company Genoo, as well as the B2B Online Marketing Group on LinkedIn. Kim helps you attract quality leads, and establish the engagement necessary for sustained growth. She does this by providing practical strategies and integrated tools that maximize resources, energy, and return on investment. She is on faculty at CEOSpace International, and is the Online Marketing Expert on The Sales Experts Channel.
How do you save time, get results, and avoid burning your lists? How do you get results from cold emails? Kim Albee believes that it’s by knowing your perfect potential customer and providing them value. In this episode of the Sales Reinvented podcast, she shares her expertise in prospecting and lead generation. Don’t miss it!
Kim Albee founded her company Genoo, as well as the B2B Online Marketing Group on LinkedIn. Kim helps you attract quality leads, and establish the engagement necessary for sustained growth. She does this by providing practical strategies and integrated tools that maximize resources, energy, and return on investment.Why do you need to know who your perfect potential customer is? @kimalbee shares the WHY in this episode of @SalesReinvented. #SalesReinvented #Sales #Marketing #B2B #SocialSelling #Customer #Avatar #CustomerExperience #SalesTipsClick To Tweet
Outline of This Episode
- [0:56] The difference between prospecting and lead generation
- [1:39] Why are these concepts important?
- [2:08] Know your perfect potential customer
- [4:11] The attributes a salesperson should embrace
- [5:16] Skills that a salesperson should develop
- [6:56] Kim’s 3 prospecting and lead generation dos and don’ts
- [8:46] Kim’s favorite prospecting + lead gen story
Successful lead generation = knowing your perfect potential customer
Kim believes that prospecting is looking for your perfect fit. Ideally, your perfect fit is a buying opportunity—they’re at the bottom of the funnel. Lead generation is where you’re getting your perfect potential customers anywhere in the funnel. You’re generating and attracting them to you through a variety of different mechanisms.
Kim notes that at Genoo, they are always building relationships and engagement with their perfect potential customers. One of the biggest mistakes that Kim sees people make is sending cold emails. Instead of sending cold emails, you should provide real value. That means taking a marketing approach to build leads and engagement. You respond in a way that deepens the relationship and builds authority.
Give your leads bite-sized chunks and lead them a step at a time through the buying journey while building trust. You can use any kind of lead gen to do this.
Pay attention to digital body language
Kim notes that listening is a great attribute—as well as paying attention. It’s great to have a conversation and listen more than you talk. But in the online world, you also have digital body language to go off of. What are they clicking on? What are they looking at? What are they interested in?
You should send out value emails and then track these things. If you listen well to those metrics and respond appropriately, you can give them the messages you know will resonate. You’ll hit with a lot more of them. When you reach out for a call at that point, they know who you are and will more readily take your call.How do you pay attention to digital body language? @kimalbee walks through the steps in this episode of @SalesReinvented! #SalesReinvented #Sales #Marketing #B2B #SocialSelling #Customer #Avatar #CustomerExperience #SalesTipsClick To Tweet
Skills that a salesperson should develop
In every sales job, Kim points out that there’s a certain amount of going after a goal. You think the path from A to B is a straight line—but Kim disagrees. She believes the path is varied, that it isn’t linear. You need to have really good materials and understand your perfect potential customer. What are the different concerns that they have? How can you satisfy them? There are different routes through that conversation that you should have ready.
You need to work with marketing and put together how you move people through the buying process. How does that mesh with the conversations you’re going to have? You have to pay attention to what your prospects and leads most need. What is most relevant and valuable to them? Help them move towards that and build trust and credibility.
What to do when cold outreach fails
Kim had a customer that was using a cold email strategy. They bought a list of 14,000 potential customers. Of the 14,000 cold emails they sent, they only booked 62 meetings at a 0.4% conversion rate—meaning only 8 of those 62 meetings qualified. Their qualification rate was 12.9%. They were burning through lists.
When they bought the next list, Kim asked for a chunk of the leads so she could show them a better strategy. They gave her 350 of the next 14,000 leads. So her team sent out marketing emails that added value for their perfect potential customers. They got an 18% open rate on their emails and booked 20 meetings. They qualified 10 of those meetings—a whopping 50% qualification rate. They qualified more leads with their 350 than the 14,000 other emails that went out.
They took the 14,000 emails that hadn’t generated any leads and tried to give them value, but they couldn’t. Once you burn them, there’s no going back. Kim notes that the goal is to “Provide valuable, relevant content for the leads to engage in, and then follow up appropriately.”
Providing value matters AND it works. Good content and understanding your perfect potential customer is the key to success. Sales messages don’t provide any value. They’re designed for the bottom of the funnel. But marketing messages share value while sharing, relating, and engaging. You’re hitting the top and middle of the funnel and engaging in a long-term strategy.What do you do when cold outreach fails? @kimalbee shares her #strategy in this episode of @SalesReinvented! #SalesReinvented #Sales #Marketing #B2B #SocialSelling #Customer #Avatar #CustomerExperience #LeadGenClick To Tweet
Resources & People Mentioned
Connect with Kim Albee
Connect With Paul Watts
Audio Production and Show notes by
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More About Kim Albee
What was the last book you read?
One Million Followers by Brendan Kane
Who / What inspires you?
Entrepreneurs crazy enough to think they can change the world; My Mom, who at 93 still runs a non-profit and is still teaching and learning.
Are there any aspects of your prospecting and lead generation skills that you are working on improving at the moment?
Yes, we are constantly testing, tweaking and refining our strategies. Currently we are exploring a systematic way to dramatically build followers on social media in a four week period.
My partner and I love to travel in our Sprinter van and see different areas of the U.S. I love reading and learning different things – from spirituality (my own growth and development) to building a sustainable, off-the-grid home. I enjoy kayaking, and floating on our lake in Northern Wisconsin on our pontoon, lost in a good novel.
How can our listeners contact with you?
They can connect on LinkedIn at https://linkedin.com/in/kimalbee, or visit our website at https://genoo.com