ℹ️ ⛳ Key stake: Understand why and how we’ve built up this course, discover the right outbound mindset in 2023 and the main steps of any great B2B outreach program.
🛠️ What you need: nothing, maybe a cup of tea or coffee.
🔥 What you’ll get at the end of this chapter:
- The key things you can tell your CEO or VP Sales to convince them to invest into outbound.
- A clear view of the process we’ll follow during this course.
- Motivation x10.
⏳ Estimated reading time: 10 minutes
Why is online marketing training broken today?
We want something actionable
Today marketing training is not built upon a specific tool.
Okay, it’s cool to have tactics and ideas to brainstorm.
But if you can’t see how you can leverage them in one tool, it’s useless.
This outbound academy gathers 20+ tutorials, 10+ ready-to-use templates, actionable Spreadsheet formulas, and other tips.
All of which you can use right inside Captain Data to get things done.
Say goodbye to silos
Marketing does not work alone. You work for your sales.
How to target the right accounts and the right personas?
How to segment your total addressable market and set up campaign goals for Q3?
How to organize your messaging across all channels?
How to track increased revenue results within your CRM?
This is not marketing. This is marketing + sales.
But most of the courses out there don’t integrate this from scratch.
This training is sales-oriented by design.
You definitely should onboard your Head of Sales, BDR, SDR (or how-ever you call it) with you.
Short-term little hacks are useless
Sales-y and free traditional marketing courses don’t think over the long term.
Anyone can launch an outbound campaign in 2 hours.
And you’ll find many articles on the web pitching how easy it seems so they can sell their own products.
But you won’t get many results.
To make outbound a steady growth channel for your company, you need to use some proven canvas to organize all your outreach efforts.
For instance, what’s the best architecture you should use within your marketing automation or CRM software to make things crystal clear
Don’t try to reinvent outbound on your own, we already racked our brains for years and have ready-to-use templates for your team.
“Outbound against Inbound”, could you repeat, please?
A lot of people are going to ask you about the opposition between outbound and inbound
If you can’t answer properly, that’s 100% normal.
Because this is the wrong question.
Inbound is supposed to be the friendly and permissive way of doing B2B marketing.
In the La La Land of Inbound, everything starts with a Google query:
Then, wow, you magically land on a website:
Does it look like permissive marketing?
Actually, we don’t care about inbound vs outbound vs sales vs marketing, whatsoever…What we all want is to reach the right people in the best accounts.
1/100 lead ends up with real revenue...
Yet, you spend the same time and energy on each contact. Maybe it's time to start focusing on the right contacts within the right accounts.
More and more stakeholders are...
Involved in the buying process, from 2 to 7 in the last 10 years. Yet, one has never sold any deal to a simple “lead”. No more B2C or B2B marketing, it’s Human to Human marketing.
Hmmm, 50% of your MQLs are...
Not followed up by salespeople. But you are still counting up your monthly number of leads. Yet, we guess your sales speak in $.
Outbound & Account-Based Marketing is all about focusing your sales & marketing efforts on the accounts that will deliver real growth.
Let’s stop counting how many people you reach, let’s reach people that count for you.
Because we can do that with a clear, data-driven, and proven canvas in 2023.
How? Let's go!
Global Course Recap
From your raw customer database to an enriched one, we’ll learn how to extend your prospect base with the best-fit accounts for your business.
Then we’ll see how we can segment this new target market thanks to impactful alibis and intents.
Put this up into clear outbound campaign planning, then learn how to get answers and meetings in the long term in your target segments.
All of this needs to be tracked down in your current marketing and sales tech stack, and we’ll give you the right templates to do so.
Here’s the global course recap in these short slides 👇
ℹ️ Here’s the detailed chapters timeline 👇
Chapter 1 - Introduction: Outbound & Account-Based Marketing Academy.
You’re here right now! Understand why and how we’ve built up this course, discover the right outbound mindset in 2023, and the main steps of any great B2B outreach program.
Chapter 2 - Your Customer Base Extract: Basic Excel Tricks Check-Up.
We’ll make sure you’re able to properly extract your customer base, as it represents the angular stone of all the learnings we’ll gather later to build your future ideal customer profile.
Chapter 3 - Learn from Yesterday: Enrich your Customer Base.
Enrich as simply as possible your customer base we just extracted in Chapter 1 so that you can learn about your current logos, then discover some net new accounts or contacts to target.
Chapter 4 - Leverage Today: Build your Actionable Ideal Customer Profile.
How can you turn this new set of enriched data from Chapter 2 into an actionable, ideal customer profile?
Chapter 5 - Prepare Tomorrow: Intents & Buying Signals, the Ultimate B2B Alibis list.
We can get the right contacts within the right accounts but we still need to re-segment this target market thanks to powerful alibis, in order to design performant outbound campaigns.
Chapter 6 - Engage Now: Unprecedented Outbound Campaign Tips.
We can target the right contacts within the right accounts with the best alibis possible. But now how can you write emails that get replies? How can you manage the whole outbound process?
Chapter 7 - Plan Future: Organized Prospection At Scale.
How can you have a clear overview of all your outbound efforts in the long term?
Values & Final Opening Words
Values of the Outbound & Account-Based Marketing Academy
- 0 bullshit
- Captain Data-based training, actionable right away
- We share everything, we help: you work, you learn
Final Words & Key Milestones
You now have a clear vision of all we’ll achieve together doing this training.
No special deliverables are required at the end of this chapter 1.
In Chapter 2, we’ll first make sure you master the basics of Excel tricks so that you can properly extract your customer base.
Before moving to the next chapter, make sure you created the right assets from the following templates :
Build you Customer Database Extract
Spreadsheet template for the academy course