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BI 368: Advanced B2B Demand Generation Tactics for Agencies (Ft Lee Gladish)
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Flowster Live Demo https://flowster.app/live-demo/ Episode Highlights [03:03] — About Airborne and the B2B Tech Landscape
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- Lee is the co-founder of AirborneApp, a sales engagement platform built for lead generation in marketing agencies.
- They help marketing agencies manage their outreach.
- Unlike other sales engagement platforms, AirborneApp is built for agencies.
- Unless you’re into B2B tech, it can be hard to differentiate products in the market these days.
- More businesses are now focusing less on automation to reach a high volume of people to narrow down on single accounts.
- When they started AirborneApp, they interviewed around 100 customers.
- They found that agencies had trouble managing so many things all at once.
- Because products in the market were geared towards individual reps, there was no one system for any agency.
- That was the problem that Airborne wanted to solve.
- They also noticed that agencies wanted to create their own tech. So, they allowed agencies to license Airborne tech and build whatever they want on top of
- Have a playbook and know what your playbook looks like.
- Know where your prospects are hanging out and how they’re going to respond to you.
- Try a little bit of everything to know what works best for you.
- Your process is more important than your channels when it comes to B2B demand generation.
- They also ask experts in B2B demand generation to write for them, which results in leads.
- The biggest problems are: getting into their prospects’ inbox,
- managing the deliverability of their messages, and running out of the right prospects to sell to.
- Email, phone, and LinkedIn are their primary touchpoints.
- They don't use Instagram or Facebook for communication.
- LinkedIn is a manual step, meaning that they don't do automation on their AirborneApp per se.
- They don’t want to deal with the headache of tweaking their system every time LinkedIn cracks down on automation.
- CRM is about actively managing a client, whereas sales engagement is about how you get a client.
- With AirborneApp, a client can bring all of their prospects into their system, and it'll take only around 30 minutes to set up and send emails to all of these prospects.
- Sales engagement platforms are useful for reaching prospects who have yet to opt into your marketing.
- Lee recommends sending out only a few hundred emails per day.
- Doing this allows you to change your messaging and pause your sequence if the campaign is not working.
- Understand why people do not respond to you so you can nurture them into another campaign.
- Lee shares their playbook involving emails, phone calls, LinkedIn connection requests, and a piece of content. Listen to the full episode to hear how they tie together!
- This strategy earns them 15 to 20 meetings in a week.
- B2B demand generation playbook works very well for them because they target a niche.
- They only message people whose problems they know they can solve.
- AirborneApp generates agencies’ reports with just one click.
- It saves precious hours and allows agencies to have a high level of visibility to their clients.
- They focus on one customer at a time, helping them with their problems before expanding to other market areas.
- Lee’s team started making content a while ago, believing that it will pay in inbound leads in the long run.
- But since they’re still starting, they recognize that they still need outbound marketing.
- Ultimately, business is about people. It's about your mission, vision, and values.
- Even a lean team like Flowster can benefit from the services of AirborneApp.
- They are planning to expand their services to sales teams.
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