4 Strategies for Agency Growth That

Brought in $4million in a Year

w/ Alex Berman from
 INTRO TIME!
Hi, I’m Alex Berman…
* over $6.5 million in B2B sales
* $35million+ in leads generated
Four Proven Strategies for Generating
Leads as a Digital Agency
Ordered in terms of how quickly they turn around leads.
1. ENTERPRISE OUTREACH
What we learned about B2B sales after
sending over 1,000,000 cold emails
1. Subject lines matter the most
4 strategies we use to write email
subject lines ranked by how much
you know about your prospect
1.1 The referral or “fake” referral
1.2 Congrats on the news item
 1.3 Generic, but customized

What not to do:

1.4 Fully generic
DON’T BE A ROBOT
2. Research into each individual
prospect
THE MORE TARGETED AND PERSONAL
YOUR ENGAGEMENT, THE MORE
SUCCESSFUL IT WILL BE
Hi <Name>,
3 Anatomy of a cold email
<First line = personalized compliment>.

I’m <name>, <in short what you do> <work you've done in their industry> <results you've got>.

<come up with a relevant idea they might benefit from>

Would love to potentially explain even further if any of these sound interesting. Also open to workshopping some
ideas.

Would you mind if I sent over a couple of times for us to hop on a quick call? <CTA>

Thanks,<name>

P.S. <opportunity for a personal touch>

Hi Missy,
Matt & Missy - Question
Came across your name while looking for contacts at <company>. Definitely a fan of what you do!

I’m with <agency> - a Los Angeles based full service digital agency. We’ve worked with <company 1>, creating a
new web portal with a custom ecommerce platform, enabling them to sell direct-to-consumer for the first time and
expanding their market worldwide.

Reaching out because we have helped several great companies similar to <company> with their mobile apps and
wanted to see if you were open to discussing your digital goals for 2017.

Would you be open to a quick call? Happy to send over a few times.

Best,
Matt

P.S Congrats on partnering with <portfolio item>

Hi Jennifer,
Adam & Jennifer
Came across your name while looking for contacts at <company>. Huge fan of the work you do.

I’m the Director of Business Development at <company<, an established mobile development agency where
we’ve worked with <company 1> and many others. We have worked on mobile products with many companies
similar to <company>.

With <company 1>, we built an app that takes customers through a seamless process; allowing them to reserve
rooms in-app, plan future trips, and find amenities in the surrounding area.

Would you be open to discussing your digital goals for 2017 over a quick call this week? I can send over a few
times

Looking forward to hearing from you,

Adam
 MATH TIME:
-How much time to spend on each email?
-How many emails to send?
Is buying B2B data or leads worth it?
(services to use)
LEAD vs LAG MEASURES
LEAD vs LAG MEASURES
LEAD vs LAG MEASURES
LEAD vs LAG MEASURES

WRONG
LEAD vs LAG MEASURES
Focus on lead measures = Goal achieved
How to FOLLOW UP?
(real emails & strategies that actually get responses)
1. The ‘Personal Connection’ Follow-Up
2. The ‘Excitement’ Follow-Up
3. The ‘News Item’ Follow-Up
No response sequence
Our outreach system for tracking work
 How to automate Cold Email outreach?

1. Identify ‘lead buckets’

2. Hire and train to build lead lists
3. Write a custom email drip
Cold email - Enterprise outreach
How We Cold Called and Booked 6
Fortune 500 Meetings in 6 days
Is your company ready to go from
whatever your current target is to
very large companies -- Fortune
500, Fortune 50?
1. Pick a Fortune 500 company (based on a
case study you can replicate)
2. Research the company and come up
with an innovative idea
3. Find the marketing director on LinkedIn
4. Cold call until you get through
2. AGENCY PARTNERSHIPS
The 3 Types of Strategic Partners
to Look For?
1. High number of users
2. Agency selling to a type of customer you
sell to (strategic partnership)
3. Agency selling the same service to a
larger audience (agency partnership)
 Examples:
-coworking spaces [Google: coworking ‘your city]
-SaaS selling to a type of market you want to enter
[Google: top <industry> saas companies]
-larger agencies [Google: <city> <industry> agencies]
4 Steps to Building A Lead List of
Companies for Partnerships
1. Define a goal for the outreach
2. Define a client profile
3. Go to Linkedin
4. Guess the email address
Framework of a Partnership Email
Framework of a Partnership Email
The 3 Things to Prepare for a Partnership Meeting

1 A four to five sentence background on your company

2 Your approach to what you do
3 One solid case study
So now you’ve got a ton of meetings...
 Side Note:
Managing a High Performance
Sales Team
How to keep track of the madness?

→ bit.ly/BaseNYC
 3 Metrics You Should Track

#1 Number of emails sent

#2 Number of meetings booked
#3 Number of deals closed
 How to Run an Effective Sales Meeting in Under 20
Minutes?

-2 meetings per week

1. Run through each deal in Base CRM (sales pipeline)
2. Current status on outreach
3. DIRECTORIES AND
SPONSORSHIPS
Why?
 How to reach #1 on directories in
general?
-sponsorships
-reviews (min 10, 1 new review/mo)
-what do top profiles have in common?
-relationships with account managers
-average rating
-high amount of activity (profile changes)
 How to Hit #1 on Clutch.co
1. Get on Clutch.co
2. Email your account manager (w/ another review)
3. Have at least 10 reviews minimum
4. Have one focus over 50%
5. Be above the fold with your description
6. Make one small change on your profile per week
4. MEETUPS AND IN-PERSON EVENTS
How to Create a Monthly Meetup
with 2500 Members?
How to structure a meetup?
How do you promote a meetup?
Google: <industry> events <city>
Cold email
How to get a ROI from meetups
and events?
How to find the right events to attend?

Who is your target audience?

Which job titles to go after?
Young agency owners ignore age!
Free vs paid events?
How to find the right events to attend?

Gary’s Guide →
 CHOOSE WHAT’S RIGHT FOR
YOUR AGENCY!
Identify the goals for your agency. Then work backwards to see what
has to happen to reach those goals.

The previously listed channels are ordered in terms of how quickly

they turn around leads.
 Alex Berman
alex@experiment27.com

Twitter: @alxberman
Videos: B2BsalesTraining.org
- Mike at the back -