Episode 16: Joe Payne

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In this episode, David welcomes Joe Payne to the show. Joe handles the Demand and Partnerships at LeadGenius, a lead generation company that takes marketing to the next level. Listen as Joe shares with David why he considers the old lead generation methods to be a waste of time and resources, the different ways LeadGenius works with their customers to maximize on their ad targeting and sales development, and why hiring a sales intern can be the first step to building a lead generation process for small companies.

3 Key Points:
1.Lead generation is more than just acquiring a list of names and email accounts—the opportunity to save time and narrow in on your targeting is KEY.
2.Your messages to prospects MUST translate into a valuable, personalized message, otherwise, it just becomes a noise.
3.Smaller companies can start building their lead generation processes and systems by utilizing the people that are available to them—sales interns are a great resource for this.

Time Stamped Show Notes:

  • 00:05 – Introduction to the Sales Development Podcast
  • 00:29 – Please suggest guests that you’d like be on the show! Send your suggestions via email atdavid@tenbound.comLinkedIn, or on Twitter
  • 00:37 – Subscribe to our podcast on iTunes
  • 01:06 – David welcomes Joe Payne from LeadGenius
  • 01:49 – Joe has been working on demand generation for LeadGenius for 2 years now
  • 01:56 – He started with sales timeline development, but expanded to more marketing roles
  • 02:15 – Prior to LeadGenius, he was with Radius Intelligence
  • 02:57 – LeadGenius is a lead generation company
    • 03:04 – They have a team of human researchers that take data to the next level
    • 03:24 – They help with market strategy and market planning
    • 03:40 – Having human researchers allows LeadGenius to use any data point and translate it into something their client can understand
    • 05:11 – The process is like having an effective SDR team
  • 05:26 – LeadGenius tries to cut down research time and have the team fill in the gaps for the process
  • 06:22 – The most important thing to figure out is what messaging will stick to a prospect
  • 06:49 – They try to have brainstorming sessions with clients
  • 07:36 – The critical missing piece is where SDR teams spend 50% of their time
  • 07:54 – Joe shares about one of their top client’s SDR team
    • 08:03 – They have a small, but effective SDR team
    • 08:15 – What LeadGenius did for them was pull info and photos of food from Yelp
  • 09:46 – Generic messages become noise
  • 09:51 – “The only way to personalize is to research”
  • 10:02 – Sales teams are doing a great job in APM to increase personalization
  • 10:54 – “Most people are still in the lead generation model”
  • 11:05 – Consider account based generation with personalization
  • 11:31 – The funny thing is, potential clients are often still in the 5-10¢/lead world
  • 12:10 – “You can’t just spray garbage everywhere and get deals”
    • 12:19 – Put in thought and care when targeting leads
  • 12:49 – Research takes time
  • 13:19 – LeadGenius has around 600 researchers
  • 13:41 – They have an amazing database where people can find great starting points
  • 14:18 – LeadGenius has one of the lowest bounce rates in the market
  • 14:32 – Their pride is in data quality
  • 14:58 – One of LeadGenius’ biggest clients had 20+ lead sources
    • 15:10 – With LeadGenius, they were able to narrow it down to 5 lead sources
    • 16:07 – LeadGenius is keen in lead generation stack
  • 17:18 – “We have so much power…like where do we start first”
    • 17:43 – Having a lot of data and power made them struggle internally
  • 18:20 – Researchers are also used to boost the marketing team
    • 19:06 – Use researchers to figure out what a company is going after and what target market looks like
  • 19:33 – LeadGenius works with companies with at least 100,000 prospective customers
  • 20:00 – Customers must realize they are wasting time and money by using the old methods of lead generation
  • 20:14 – By using services like LeadGenius, businesses not only save time but unlock more opportunities
  • 21:04 – It’s always interesting to see how sales leaders react when they’re confronted with that value
  • 22:05 – Joe encourages small companies who may not have the resources to use LeadGenius to utilize a sales intern to help research their accounts
    • 22:49 – Joe also encourages to get people from Upwork (formerly oDesk)
    • 23:43 – Do the intern route when you’re starting out small
    • 24:39 – “It’s the scalability that is just concerning”
  • 26:06 – What’s coming up for LeadGenius
    • 26:28 – The biggest thing that they’ve been focusing on is the concept of the total addressable market
    • 26:36 – To be able to effectively map people’s market and segment those in ways people didn’t know was possible
  • 27:10 – One of LeadGenius’ clients is only going after the food and beverage market
    • 27:23 – There were 15-20 sub industries that weren’t segmented properly
    • 27:44 – They brought down the market segmentation
    • 28:10 – How can you create the right message at the right time, in the right segment?
  • 28:25 – Joe mentions the episode with Carrie Simpson
  • 29:23 – LeadGenius help companies tweak some things in their list to come up with an addressable market that works for their business model
  • 30:56 – They brainstorm with companies to find the numbers that works for them
  • 31:46 – Sales and marketing is about creating the right hypothesis and then proving it
  • 33:07 – Don’t play the blame game – use the data that you have
  • 34:17 – David thanks Joe for joining him as a guest
  • 34:46 – Connect with Joe on LinkedIn and Twitter


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