Ebsta is a B2B SaaS business in the Salesforce space. They provide software that helps businesses sell with Salesforce.
They have over 1,500 customers.
How did they get there?
This post explains…
I’m about to tell you something that will challenge the way you think.
If you believe me, you will be well rewarded.
If you don’t believe me, I will make it worth your while to change your mind.
Allow me to explain.
The traditional method of B2B SaaS prospecting goes a little like this:
1. Build a list from third party providers of questionable quality
2. Burn it to the ground through calls, emails and text messages
3. Hopefully, generate a few meetings and maybe a sale
This was presumably what Ebsta’s sales team were doing before a #saasmarketer got involved and created… Sales Ops Demystified:
Sales Ops Demystified is a periodic podcast that interviews leaders from the sales operations profession (Ebsta’s core persona). Businesses such as Intercom, Facebook and DocuSign have featured.
Some of these are customers of Ebsta… but some of them are not (as their logo’s don’t feature on their marketing site).
Take Jeff Serlin of Intercom for example:
Intercom has raised $240m, Jeff has 21 years of sales operations experience and is responsible for what must be several hundred sales reps.
He has the cash to spend.
Getting Jeff’s attention through a LinkedIn message requesting a “meeting” may have worked 5 years ago, but not today.
This is the new B2B SaaS prospecting model:
1. Build a small list of highly targeted, perfect customer personas at ideal accounts
2. Stroke the ego of these ideal customer personas by requesting they share their expertise with your audience
3. Engage in a sales process after a relationship has been formed
After the content (could be words, audio or video) has solidified the relationship, you can reach out to talk about their challenges and your product.
But that’s the sales team’s job anyway 😉
What did we learn?
1. Find your core customer persona
2. Celebrate them through content collaboration
3. Ask them to buy
No no no, again…
3. Engage them in a conversation about their problems and your product