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Reading Time: 4 minutes

Lessons in Starting a Successful B2B Marketing Agency with Leadly Media’s Greg Kaye

This episode, Leadly Media’s Vice President, Greg Kaye, talks about using multichannel marketing and ally management to increase clients’ pipelines in B2B sales, the different CRMs that can be used for effective lead management, and the different ways to reduce your acquisition costs.

Greg Kaye is the Vice President of Leadly Media, a dedicated customer acquisition agency that uses multichannel marketing & LI Management to dramatically increase their clients’ pipelines. Here are a few of the topics we’ll discuss on this episode of Masters in Marketing Agency:

  • How Greg started his entrepreneurship journey in school.
  • Building an entrepreneurship club.
  • How to learn the operational side of marketing.
  • Why it’s important to personalize B2B sales messages.
  • Different CRMs that can be leveraged for effective lead management.
  • Outbound tools that can generate leads and retargeting.
  • The power of organic outreach.
  • How to reduce your acquisition costs with outbound tactics.
Connecting with Greg Kaye:
Connecting with the host:
  • 07:29 – “So we share in a spreadsheet every time someone responds back to that person who responds when they respond, what they respond with, and then their first name, last name, company name, title, phone number, email address, if we get that from LinkedIn. And then we share that in that spreadsheet that they can upload into their CRM. And it’s an incredibly useful tool instead of you going in on a daily basis and trying to message somebody on LinkedIn, copying, pasting, maybe that same message, we’re able to kind of scale that up for you with very personalized outreach. So we have a kickoff call with all of our clients, and we understand who their ideal audience is and more information about their company, unique value propositions, irresistible offers, and we take a combination of those two things to craft that personalized message towards that niche audience and that’s what we’re able to scale up to. Then obviously get a better positive response rate that can lead to more calls and conversations. And it is proven to be quite successful for us, for our clients and that’s what’s led to a good retention rate and growth in a short time period”
  • 09:40 – “When we incorporate outreach, say we are just starting on LinkedIn, we get someone to respond with interest, someone says, Hey, thanks for reaching out, I’d like to learn more. We respond back to that person either on behalf of ourselves or our clients or recommend our clients to obviously, obviously we want to respond as quickly as possible, but if they don’t reply back to our response, we have to follow up a second time via LinkedIn, maybe a third time. If they don’t respond to those message on LinkedIn, we want to follow up a fourth time, but via email this time and then maybe a fifth time via cold call, we want to go get through every potential medium to have them respond and be able to book that call as possible. And if they don’t respond after six touchpoints across, again these different channels, LinkedIn, cold call, email, then we can obviously remove them from the list and still we want to retarget them with email marketing, whatever the case may be to ensure that we can get them on the call. But that’s why where cold email is really important to be able to incorporate that into that overall process when you’re trying to sell to potential clients once you’ve already gotten them in that pipeline with interest.”
  • 11:17 – “We have seen a lot of quote-unquote bots that are on LinkedIn and a lot of spammy messages. This is normally the, the cadence that we’ve seen on LinkedIn. Hey, I hey John, I’d like to join your network, let’s connect. Oh the worst. And then the second message is, Hey John, we are a B2B SaaS company that’s looking, that has seen X growth in the past 10 years, and we can give you ROI in this amount of time. And we just quote-unquote bullshit message, right? What we do is we take it a different approach. We find again who that ideal audience is. We want to be as niche as possible in the targeting. So we want to be able to filter by, by location, size of company, industry, title, keyword, word. And the more niche the audience is, the more niche the message can be, which leads to a better response and there’s no bullshit.”
  • 14:19 – “Yes. So it depends on the size of the company that you are and how you’re going to leverage that. I mean the main three that I know that I think are best fits for most companies, Salesforce, HubSpot, pipe Drive, I mean there’s Zoho and there’s a whole variety of high-level of different CRMs that are out there. But what I’ve seen for startups, HubSpot being the main one because of the marketing automation that you can incorporate. So what we do is we take all those responses that we see for ourselves and for our clients and add them to the spreadsheet like I mentioned earlier. Then we download that as CSV and upload that directly into our CRM”
  • 27:59 – “Where we book probably 70 to 90% more meetings because of that follow-up process for us. And trying to dictate that and explain that to folks, especially for startups that have a smaller team, and they’re just busy with a lot of things to be able to get that sale and ultimately get them on the call, like you mentioned, eight touchpoints is, is really that key. You need to be able to follow up a few times, even if they’ve responded with interest. So that’s something I really harp on.”