Knowledgebase:
How to Set Up a Successful Lead Generation Outsourcing Team
Posted by , Last modified by on 05 May 2016 08:51 AM

Lead Generation can be outsourced to scale your business and really see results. It should be noted that outsourcing best practices make the difference between success and failure here. Outsourcing is not a cure-all, rather a tool that can be used effectively when done right. So let’s look at the steps to setup a killer Lead Generation Outsourcing (“LGO”) team.

Step 1 - Set Up Your Virtual Team: set up your virtual team by either recruiting outsources yourself or going with a company that does lead gen outsourcing.

  • DIY - Put Together a Team from freelance resources like oDesk/Elancer, LinkIn or even Fivrr (a lot of lead gen pros will use Fivrr to promote themselves with a low, intro offer to get in the door).

  • Company - There are plenty of companies out there, but they tend to be more expensive and have volume expectations. That being said, these guys are usually more cohesive and ready to deploy than a DIY team. Check out TaskUs or LeadGenius.

 

Step 2 - Decide Who Does What: a big mistake in putting your LGO is assuming everyone on the team will play the same role (getting leads). Ideally you want to have a structure that maximizes results and accountability. Ideally it’s good to have the following:

  • Lead Gen Wizard - this guy/gal uses advertising, email marketing and other 1 to many methods to bring in new leads.

  • Outreach Maverick - this guy/gal does cold calling, direct follow up and pre-selling via phone, chat and email. You can also set them up to close deals, but you might want to keep that in-house to start the relationship right.

  • Q/A Watchdog - this guy/gal keeps the rest of your LGO accountable for the results using the measurements you’ve provided ahead of time, makes sure people are sticking to the script.


Step 3 - Define Success: You need to have very clear goals, metrics and key performance indicators (“KPIs”) for your outsourcers. You want your QA Watchdog to measure relevant things and provide you with simple and clear reports each week. Some things to measure here include:

  • Leads per week

  • Cost per acquisition

  • Conversions per week

  • Cost per conversion

  • Leads lost per week

 

Step 4 - Create Clear Processes: You should always think of outsourcers as an extension of your in-house team. A big mistake I see companies of all sizes and types doing is a “set it and forget it” approach with outsourcers. You want to regularly review what your outsourcers are doing and make sure they have the best process that leverages them as a resource.

  • Create Decision Documents - Outsourcers need a very clear path of what to do if … So you need to create some kind of documentation (flowchart, decision tree, outline, etc.) that is clear and accounts for the most common scenarios the outsourcer is likely to encounter in generating and warming up your leads.  

  • Use Templates & Encourage Customization - The actual content used to generate and warm up leads should be templatized so the outsourcer uses language, tone and the approach that best represents your company and gets results. Again, the templates should be regularly reviewed for effectiveness and A/B tested. Most important - give the LGO the flexibility and guidance to customize the templates to make them personal, relevant and responsive.

  • Leads to Prospects: Possible Replies - Give your LGO clear instructions on how to reply to a lead that responds (these are now prospects):

    • Interested - give them 3 times that work for a possible call from you.

    • Not now - automatically schedule a follow-up email and time (about 2 to 3 weeks later)

    • More info - have a knowledge base the LGO can reference or let them escalate the prospect to you for a custom answer (this is a HUGE opportunity to step in and be a hero - connect the dots for the prospect).


Step 5 - Review, Refine and Reward: The last part of any good lead generation outsourcing model is making sure you regularly review all the steps above, refine anything that needs improvement, clarification or additional resources and reward you team. Understand that “reward” can take many forms - public praise, personal praise, bonus for performance, pay for some premium training that will help them both with your project and as a professional, etc. Again, if you treat this team like it’s really part of your larger organization rather than just hired guns, they will get better over time and continue producing for you.

 

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