What does B2B lead generation cost in Australia?

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00:00 So, in this video, we're going to be going through building a 100K a month revenue outbound plan, essentially from scratch for a new offer. So, we've got Sandler behind the camera, and we're essentially going to be walking through what I would do if I was in his situation to essentially generate 100K a month revenue sourced from outbound. So, we'll go through his current business, where he's at, the offer, who he's targeting, the actual sales process, all of that stuff in this video. So, we'll get straight into it. So content essentially producing four long form videos per month, 30 short form content pieces per month charging around 3 and a half to 4K a month and targeting service based businesses doing at least a million a year in revenue. Cool. So the two core channels here that we'll be focusing on is cold email and LinkedIn outreach so that we can get in touch with your ideal customer and obviously ideal client. So, in terms of cold email in LinkedIn, if we assume I'm in service based businesses across Australia, it's a pretty large TAM. and so what we essentially need is volume to send at least 1,000 to 2,000 cold emails per day for this size market and offer so that we're hitting your TAM at least once every sort of month or so. Yeah. I mean, every industry that you go off to is going to have slightly different

01:09 awareness and sophistication levels. Like, for example, agencies are pretty aware of content and they need to be doing it. Whereas, you know, someone like an accounting firm is not really going to know that they need to do content. So, they're essentially going to be lower on the awareness levels. And so, you know, if you are working with agencies, maybe coaches as well, they're all, you know, doing content of their own to some extent. And so, what you offer is a way to enhance what they're already doing. And so, the selling piece there is a lot easier of a sell. They already understand it. It's just more so them being sold on why you. however, in the case where we're targeting and we're looking to open up who we sell to so we can work with better clients and obviously get them better results cuz they've got more revenue potential from content, obviously they're going to have lower awareness. And so we need to be walking them through the process of why they need content, what they're currently doing, you know, why is it not generating them results and why content can help to fill that gap. And so why I touch on that is is because every market has different awareness and sophistication levels. And so when you're approaching quality email and LinkedIn outreach, the actual messaging that you use will differ depending on where the market's at. And so you want

02:12 to be meeting them where the market is at. For example, if you're reaching out to marketing agencies, you don't want to be explaining the benefits of content. You know, they already know that, right? So they don't need the education piece. They just want to know, okay, these are results that you've gotten and this is why I should work with you, right? And so most of your market, you're going to be needing to essentially educate them a little bit more. So, terms of the offers right that we're going to be running through cold email. You've got the direct offer which you can send over more information to the prospect. I'm not going to go into the actual email itself today. I just want to be walking you through the high level structure and we can get into that in another video. But what we want to be focusing on here is these two points here because they will account for 80 to 90% of your results. The actual copy of the email itself doesn't really matter at all or near as much. So, with the offer, what we can try is a few different variants here. So, we can do a direct offer ask, for example, sending them over some more information. We can send them a video on how it works, right? Included in that. But the other one is obviously a sort of a free trial before they buy and work with you, right? So, you can offer them one free video recorded and maybe a few short form

03:19 content pieces as well. So, they can actually see you know what you'd be delivering for them before they actually commit. I've seen and heard of that working quite well. The actual outcome itself is super important. So people buy revenue growth and and profit moving forward. Definitely need to be able to capture that and track, you know, where they are before they started working with you and then where you got them to. So yeah, if we I mean if we can lead with some outcomes that you've already gotten, I'm sure you'll be able to pull out some of those outcomes that you've gotten from past clients. Even just increasing their view count as well can can help. But again, some sort of tangible outcomes like revenue generated. For example, we work with this agency and we help them add an extra 100k in revenue within 4 months from content or we help this accounting business add 250K in revenue over the last 6 months of working with them on their content, something like that. And then you can use that to go out to other businesses. What we want to be running on cold email and LinkedIn is essentially the same in terms of the messaging on LinkedIn outreach. We're going to be able to send about 25 connection requests per day. And so you're going to be capped by how many LinkedIn profiles that you got on here. So, if you've got, you know, obviously

04:23 yourself, but if there's anyone else that you can get on LinkedIn outreach, that will be super beneficial. If you're able to get this to say 50 or 100 connection requests per day, you'll see a big difference in terms of the response rate. and also leads in and intern meetings, right? So, the reason we start with cold email, LinkedIn outreach is it's the most proven for B2B and it's also the most cost effective. So, you can run ads, they're effective, and they can scale you quickly, but it is quite expensive and it can be a little bit unpredictable, right? And so cold email LinkedIn outreach is essentially the same marginal cost whether you book one meeting or 100. There's not really a whole bunch of difference in terms of the costs. So you can set up some domains and email accounts and it might cost a couple of grand per month or or potentially even less than that. And so you can scale up very easily through cold email and LinkedIn outreach. It's just buy more domains and inboxes. We see it being a much more cost effective channel or channels as opposed to running paid ads. It also provides immediate results as well. So content is a bit more of a longer term way to generate results as you know but it is super effective right and so all these things work simultaneously together right so it's not like you just rely on cold email and

05:29 that's it you also need every other piece of the funnel to be in place so that when they read a cold email from you and they go to the website landing page they can actually see something that's worth you know going further and investigating and having a look and so then they might check out your YouTube channel or your LinkedIn profile as well and so they all work together but we just find that cold email LinkedIn outreach those two channels are super effective for essentially every B2B company no matter what revenue level that you're doing. So in terms of the numbers to obviously hit 100K a month in revenue from outbound say a deal size of 4K per month that would be 25 clients in order to hit that number. I mean if we assume a close rate of say 20% on discovery calls held is probably a a good starting point I would assume. So essentially 125 calls is what you would need in order to hit that point. So 125 calls held. If you assume a shot rate of around about 70% give or take is probably a good point, you'll be looking at about 178, let's just round it up to 180 calls to be booked. So 180 calls booked. And obviously you're not going to be doing this over the span of 1 month, but it's going to be several months, right? Obviously, the speed that you can get these calls booked will then dictate how fast you bring on these clients. So if we assume over a 6-month

06:40 period, you need about 30 per month. if we then assume a positive response rate from our cold emails of around about 1% potentially a little bit less give or take, so maybe half a percent to 1%. So if we reverse engineer the 30 a month that we need to be booked, we'll then understand how many positive replies that we need, how many of those that we need to actually convert and how many or how many emails and how many LinkedIn messages that we need to be sending per month, right? So 30 a month booked. If we assume that we would need around about 25% of leads to be able to be booked in for a meeting. So 120 positive replies per month, we need about six positive replies per day. And obviously that's per weekday because we're not sending cold emails on Saturdays or Sundays. We've tried that and the reply rates are just lower. Not as many people in the in the corporate sort of B2B world are really checking their emails. some, you know, younger companies, do and some, you know, big CEOs and and things like that do check their emails, but for the most part, we don't really recommend to be sending on the weekend. So, if we assume six positive replies per day needed, if we have a 1% positive reply rate, that would then mean that we need to be sending about 600 emails per day. If we had a half if we had a half a% positive reply rate, we'd essentially

07:52 need to double that. So, be about 1,200 emails per day. If you're able to send 2,000 emails per day, maybe 3,000 emails per day if you're really pushing it, then obviously you can get away with a lower positive response rate. but if we just assume that we're getting around about 1,000 emails sent out per day, maybe 1,200 is probably a good point u to be at, then this will get us the 30 meetings a month booked and then over a 6 month period allow us to get those 25 clients on board as well. So that's sort of math I think through. Now I haven't got in the LinkedIn outreach stats. Reason for that is I'd rather model out the cold email stats and then have LinkedIn outreach is a bit of a bonus. And obviously the results are going to be lower than cold email most of the time just because we're not sending as much volume. And so it really is a volume game. Hitting the right people at the right time and then obviously staying top of mind consistently. Some people are going to be ready to jump on a call with you this month. but some people might need 3, six or 12 months really to to actually be in the right position and be warmed up and nurtured enough to jump on a call. So that's just from the outbound part here, right? And obviously if we wanted to go harder, we could just send more volume, make better campaigns, come up with better strategies in in within those channels,

09:01 cold email, LinkedIn outreach, right? But there's a number of things that we can do to essentially bump up the positive response rate. Can we convert 50% of leads that come through into meetings? and so that's essentially how I think through it. Reverse engineer the funnel to actually get the results that you need, right? And so a lot of people don't really do this. And then you're able to then see okay well if that's the target that's what we need to hit in terms of meetings booked per month then we can see what piece of the funnel is not working are we getting enough positive responses then are we converting enough positive responses and are the positive responses that we're getting from the right people not just tire kickers right that would never be a potential client and they're just replying just for some information right cuz they got nothing better to do so you got to be careful there but I think in terms of reverse engineering the funnel I think it's 100% achievable then you've obviously got your content that will bump up in terms of results and get you more calls booked as well. But if we can just reverse engineer one funnel to understand, okay, these are results that we could get. We can get 100K a month in revenue just from this channel alone. All the other channels that you add on will then benefit your cold email and your LinkedIn outreach because people go

10:03 and then watch your content and it's a way to capture a lot of your market share. So that's how I reverse engineer it. All right. So the next point here that I want to go through is the actual landing page structure. So this is where the traffic's going to be landing from your cold outbound. and also if you do run paid ads in the future, then obviously this is going to be extremely important. So I'll run you through the general structure in terms of what we see working the best and how we approach it for clients and what we generally recommend. So it starts with the headline. So essentially leading with the headline being the end outcome and end result most of the time, right? So generate consistent sales meetings and sales pipeline from organic content or something along those lines, right? And so you really want this to be the biggest boldest headline on this page, right? So that's the first thing that people see. So the sub headline here is essentially a way to just explain a little bit more about what you do. So for example, in this case could be, you know, you record for 4 hours a month and we turn that into four long form pieces of content and 30 short form pieces to generate you more views and more leads. Something along those lines, right? It just explains what you do in a bit more detail. The other point here, you've got your VSSL. So this is a video

11:08 sales letter. It's a video to show what it is that you do. what's the problem that you're solving? Social proof essentially a sales video, right? That essentially sells booking a call or filling out the form. Here underneath that, you've got the form fill which will essentially be a few questions like what are you currently doing to generate leads and sales for your business? What's your current revenue range, your name, phone number, email, those sort of things. From there, once they've filled in that form, you'll then route them to a Calendarly booking page where they can go ahead and book a meeting. Underneath that, which I think would work quite well for you, is a before and after. So before and after is essentially visually articulating their problem now. So where they are currently or before using your service and working with you and then where they'll be after. So right now inconsistent leads, content's inconsistent. They know they should be doing content. Paid ad costs are increasing and they're getting a lower return. Profitability is lower. They record for 4 to 6 hours a month. They get x y and zed. consistent leads, consistent views, organic presence, reducing the reliance on their paid ads or reducing reliance on referrals, and just really articulating the before and after. So, their current circumstance, and then where they'll be

12:17 after working with you. And so, this is something that really allows them to understand, okay, this is what I'm going to get, and this is the, you know, where I'm currently at. Okay, you understand my situation. And then after, okay, I really want to feel that way or get that sort of outcome. Underneath this section, then you just want to fill it with social proof. So video testimonials, video case studies. You can do textbased testimonials and case studies as well and really just filling it up with as much social proof as you've got, right? And so people then go watch the testimonial videos and case study videos, be able to consume that and just, you know, really reiterate that you're legit and that people should work with you as well. And so people need that social proof in order to essentially act right. The other thing under here will be your FAQs. So these will be probably five to 10 of the common questions that you get about you know what it is that they need to do to get the results what's the pricing structure how does that work all those other different points you know what do you cover specifically what do I need to do what are the deliverables all these little questions that people have you can answer that you know before they book a call and so a lot of people don't like booking calls these days until they're pretty much ready to be

13:23 sold and and to buy I'm like that personally and so I'll I'll do a lot of research and and educate before the call. You'll find that some people just jump straight to a call without really watching the VSSL. They might watch like the first minute or two and then they'll just fill out the form, right? Some people would do that. And so, you got to educate them on the call and obviously with the pre-call nurtures, which we'll go into in a minute as well with the pre-all selling system. This is essentially the landing page structure that we use and recommend. It's definitely something that generates better results than what most companies already have on there. So, we obviously help build that out. So the other point here is your sales process. So I'll run you through this. What we've got is the pre-call nurture. So this is a way for you to continue to warm them up, nurture them on what it is that you do, exactly how you do it, some more results, testimonials, case studies, anything that you can do. So obviously a reminder for them to actually show up to the meeting. and so this will help you to generate probably 80 to 90% shot rates is generally what we see from implementing this system. So, pre-core nurtures, obviously if the prospect books the call without consuming the information on your landing page to begin with, some prospects will and

14:30 they'll they won't need the pre-core nurtures. but you'll probably find a lot of prospects don't consume everything on that first page. So, you need to continue to nurture them and make sure that they show up to the call because people forget, right? And you need to reiterate why they should jump on that call, right? because it is their time that they're spending on the call and so they need to make sure that it is justified and they want to jump on the call rather than feel like they need to and that they're being sold to essentially. So that way you're able to get prospects on the calls that are excited to speak with you are open to talk about their challenges, their problems and you know are open to solving that problem as well, right? And so you'll find that you'll get way less defensive prospects on these calls if you have a proper pre-all process in place. You're positioning the call as not a sales call. It's more of a fit call. It's more discovering what it is that they actually need help with, what they've tried, all the challenges, and just laying out a plan for them to get the results that they want. So, that'll go into a what's called a discovery call or an intro call, typically around about 30 45 minutes, and you'll be able to identify what are their current problems, their situation, essentially just run them through where they're

15:29 currently at and where they want to get to and if what you offer is a good fit for them and where they're at currently as well. So this is the discovery call where you find out a bit more about them and you can you know give them some information if they've got any questions on what you do and any more specifics as well in your case here. I think what would be really good is to have a second call which is the strategy call. So you'll go back do some more research on on them and their situation and then essentially put them a custom plan and proposal together that goes through what it is that you'll be doing the sort of timelines what to expect and all that good stuff. And he said if and if there's any other decision makers on that call then they can join the call as well. So that'll be super effective. It's also providing them more value even if they don't decide to proceed with you but they've still gotten value out of the sales process with you. After that obviously some prospects will want to join right then and they want to get started. Some will need a little bit more time right and so what you want to do is be able to get them onto a follow-up call and schedule that next step. So, the follow-up call here is something that a lot of people don't do and don't implement. that's where a lot of deals actually go to die because they

16:33 don't handle all the objections on this call here or or even the discovery call as well, right? And so, what you end up doing is leaving the prospect on their own to decide if they want to move forward or not, right? So, a lot of the time it is a really good fit for the prospect, but the own the prospect's own fears and objections and limiting beliefs get in the way of getting started. And so if you just leave them over email to think about it and then come back to you, you'll find that a lot of people just don't naturally do that, right? And so they'll they'll second guess themselves and they'll, you know, think, oh, is this even a worthwhile investment? something else will come up in their business that then, you know, gets their focus and attention and they're not thinking about this anymore. But it is something that really, really helps them. If you have a great product or service, then you are essentially doing them a disservice by not getting them on board as a client or a customer. So just changing that in your head then allows you to then think through the sales process in a different way than you're just collecting money and that's it, right? And so it also allows you to handle their objections better because you actually care about the prospect and the outcomes that they want and moving away from the pain that they're currently in. So that's essentially the

17:36 sales process as a whole and so you can continue these calls up until the prospect is ready as well. You never want to leave a prospect to go and think about it and not have an actual next step in the calendar put in place. So just by doing that, you'll find that you'll see a much higher close rate and you'll see a lot more success from what you're already doing. After that as well, you can enroll all these prospects that don't end up closing into the ongoing nurtures. There's many different tools out there that you can use. but it's a way to just stay in touch with your email list, send them case studies, send them valuable emails, any news or information that has come up recently, any sort of case study breakdowns that you know that sort of thing that you can send to these prospects and just keep them nurtured, keep them warm and obviously want to be staying top of mind. So that's essentially how we approach it for our clients and how we think through outbound and increasing your revenue. If you want to see how this could be implemented and what it would actually look like for your business, you can click the link in the description and book a call from there and we can discuss if it's something that would be a fit for you. If not, we'll point you in the right direction. Folks in