Outsourcing Sales and Lead Generation Case Study

Outsourcing Sales and Lead Generation Case Study

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The Challenge

Sales were flat with core offering static or in decline as target decision makers were being flooded with a wave of new products and solutions. Sales Team had slipped into complacency as account managers focused on servicing existing accounts reselling same products and services. Through attrition existing team did not know how to generate new business (no entrepreneurial spirit).

Selling To: VPs, Product Managers and Directors of Marketing in Mid-Market

The Solution

  • Sales Process Consulting – GS identified gaps in the business operations, human resources and training necessary to produce individual and organizational SWOT analysis.
  • Sales Consulting – Gabriel Sales crafted an Ideal Customer Profile and conducted existing client interviews to discover and recommended areas for 3 new service and product offerings.
  • New Product Launch and Outsourcing Lead Generation  – Gabriel Sales targeted 1200 new companies hitting Ideal Customer Profile
  • Outsourcing New Business Acquisition – Staffed Inside Sales Rep to close package deals and to sale qualify and set appointment for larger opportunities.

The Results

  • 2 of 3 new product offerings gained traction producing one business unit generating 300K in revenue annually at a 50% margin and a second unit generating 500K annually at a profit margin of 21%.
  • Priced, scripted and created marketing material for new products offers. Once methodology and offers built set quotas, forecast and trained existing sales force in new solutions without disrupting their workload.
  • Re-invigorated – 6 existing clients once re-engaged with a customer centric and solutions based sales approach increased annual revenue engage 2X

How B2B Sales Outsourcing Lead Generation Works in 2017

How B2B Sales Outsourcing Lead Generation Works in 2017

2017 has gotten off to a solid start for most B2B companies, and the economy is continuing to gain momentum quarter after quarter. So, what company wouldn’t want to have more qualified sales opportunities every month? Even with the economy headed the right direction, almost every sales executive and sales rep we speak with can still handle more quality lead generation and sales appointments. In fact, when surveyed at the end of 2016, my Marketing Profs concluded that lead generation and setting appointments with qualified opportunities continues to be the number one focus of most small businesses trying to scale. It’s also become one of the most challenging parts of the sales process for similar reasons at most small businesses:

  • Buyers have so many lead generation reps approaching them daily, it’s harder and harder for a sales person to break through and connect.
  • Sales reps don’t have the time required for lead generation on a daily basis
  • Prospects require sales reps to share quality content once they do connect
  • More and more buyers are educating themselves online, trying to avoid talking to a sales rep until they are well educated – prospects are doing so much of the fact-finding on their own. They are looking for ideas, suggestions, and resources online, and not even involving a sales person at that stage of their journey.

What would happen to your revenue growth if you had a consistent flow of leads coming into your organization on a monthly and weekly and basis? And what if these leads were prioritized, so if your closers or Sales Development Reps had limited bandwidth, they could call the buyers most likely to be interested first.

This is now possible by integrating sales and marketing functions to run sales and marketing campaigns. It is not a magic bullet; it takes hard work, but the idea is simple. A B2B sales outsourcing can help you do the hard work.  A B2B sales outsourcing and marketing company can help you take the information that used to be exclusively be  shared by a sales rep and a sales engineer early in the sales process and create digital content that in effect clones that sales process. You then need to share the content with your buyers in multiple ways. In doing this, buyers can find your information online, or you can share it in email campaigns, or your sales development reps can share with the buyers early in the sales conversation.

Granted the concept is not a new one. You use marketing to attract buyers, but the way you now have to put all the pieces together is more important than ever. Here are six steps you need to take to generate more leads on your own or with a B2B sales outsourcing partner.

Lead Generation Success starts with

Map Your Sales Process and Your Buyers Journey – Document every step in your sales process. Document each step in your Buyer’s Journey. Create a content map of the questions and information you share at every stage of the buyer’s journey.

Create Content to Share Your Expertise. Commit to creating digital content that replicates the information needed for the buyer journey. Use a combination of head shot videos, screencast videos, short webcasts, blogs and checklists.  A B2B Sales outsourcing company like Gabriel Sales can run a content production workshop to help you create enough content for three to six months of your initial effort over a quick several day period. Long-term (after you get through your first wave of content), you will need to be prepared to continue to create two to four additional pieces of content per quarter.

Share the Content through a Marketing Automation Platform – Start sending content on a regular basis with a marketing automation platform.

Score the Leads –  Use the marketing automation to score lead engagement with the content you send and any other content they find on their own on your website.

Share Content as Part of Your Calling Efforts –  Have a piece of content to share when you cold call. Sharing is caring and you will generate more early stage leads this way.

Share it in social media – You can publish directly on LinkedIn, and push through Twitter, as well as host videos on your website and in your YouTube channel. And don’t forget about Google+.

When your prospects see you as an expert who can add real value, they will be happy to take your call and meet with you. And with scored leads, you can prioritize the buyers most likely to buy.

About Gabriel  Sales B2B Sales Outsourcing

Gabriel Sales helps companies transform their sales and marketing with:

  • Sales Consulting
  • Outsourced Sales and Marketing
  • Sales Automation Systems Implementation

To learn more about our philosophy and how we may be able to help we invite you to visit our About Us page.  Or you can check out our outsourced sales and marketing services here

B2B Sales Outsourcing Lead Generation Tactics Explained

B2B lead generation is one of the top sales challenges facing many small business that want to grow their sales revenue. And generating a consistent flow of leads is critical in a competitive market. To grow the sales of a solution, establish or maintain a competitive advantage to thrive in today’s sales environment, which requires innovative approaches and hard work.

This is where a B2B sales outsourcing solution may be able to help. A B2B sales outsourcing company can assist you in framing and executing the most current and effective campaigns using modern sales and marketing operations. This will allow you to move faster, implementing the right research, lead generation techniques, and technologies. Your sales team can focus on selling, while your B2B sales outsourcing partner can focus on sustained and consistent lead generation to improve your sales results and help you meet your sales revenue targets.

With so many possible tactics available right now, your B2B sales outsourcing team will help you select the best direction for your business.. The following lead generation tips are some of the options that will now be at your company’s disposal.

Content Marketing

Content marketing is now a requirement for lead generation success. Over 70% of buyers now prefer to learn about new products or solutions with educational information shared through email. You can share this content through social media campaigns, email-marketing campaigns, and with cold callers on first calls.

Over time, a bonus effect of quality content will enable you to slowly start moving to a higher and higher position in search engine results. A B2B sales outsourcing lead generation company like Gabriel Sales will be able to help you craft educational content that your buyers will enjoy in a short, one to two day content workshop.

Social Media Marketing

Once you have your quality content, you can share that content on social media. For most B2B companies, we recommend starting slowly and saving your best content for social media. The two most effective tools for B2B campaigns are LinkedIn and Twitter (in that order). It is also helpful to share that same content on Facebook and Google +.  Google+ is very helpful to improve search engine results.

Email Marketing to Generate a New B2B Leads

Email marketing is all about communicating through a structured email to generate leads and establish a relationship with potential clients. A B2B sales outsourcing lead generation company will be able to help you navigate through multiple vendors to target as many as 75,000 potential targets for about the fully-loaded costs of one sales development rep for one month. This will typically generate 2000 to 4000 early stage leads.

Email Marketing to Develop and Prioritize B2B Leads 

One of the most significant developments in sales and marketing over the past decade is marketing automation platforms. Marketing automation allows you to share your thought leadership to develop trust and stay top of mind with consumers that are not quite ready to buy.  These same tools also allow you to score leads and predict their readiness to buy based on the content they are engaging with. A B2B sales outsourcing company will be able to help you implement these campaigns and technologies the right way the first time.

B2B Sales Outsourcing Calling Team
Finally, a lead is only valuable if it turns into an appointment. The days of old school smile and dial and throwing bodies on the phone to generate more leads is over.  A B2B sales outsourcing company will be able to help you immediately staff a trained team of sales development reps that understand how to use content and marketing automation the most effective way possible to set appointments for your closers.
About Gabriel Sales B2B Sales Outsourcing Lead Generation

We specialize in helping SMBs and start-ups build modern sales and marketing operations. To learn more about our outsourced sales and marketing services and how we now view the sales challenges B2B companies now face and how we solve them we invite you to check out our new approach to outsourced sales page or visit our B2B sales outsourcing lead generation starter campaign page. Contact Us to learn more about how we can help your business.

Outsourced Sales Tip – How to Amplify Quality Content

Companies with even a limited amount of quality content now have some distinct advantages in generating more sale ready leads with specific outbound tactics.  As an outsourced sales company, we often combine our client’s content, with some specific outbound tactics, our reps and software to produce qualified sales opportunities at a lower cost. What follows are a handful of quick tips and best practices to help you amplify your existing content to:

  • Effectively leverage eMail marketing for more cost effective top of funnel lead Generation
  • Amplify your existing educational articles and videos to score leads
  • Generate more Sales Ready Leads at a lower cost

Pendulums swing back and forth as do sales and marketing strategies. According to Marketing Sherpa, with the advent of content marketing, more B2B buyers now prefer to be introduced to new products and solutions through email. This is a financial windfall, especially for SMBs, and needs to be taken full advantage of while it lasts. For less than one month of the fully loaded costs of a cold caller (not to mention the cost of buying their calling list) a company can now generate 2000 to 6000 early stage top of funnel leads.  For more info to evaluate the economics, you can visit our eProspecting educational microsite and video here.

Target the Decision Making Unit

According to the Harvard Business Review, 90% of Buying decisions now require both a technical and business buyer (HBR – 2010). The same article goes on to state that the number one purchase criteria for  C-Level decision makers was the buy-in of their managers  – and the number one criteria for middle management was approval by senior management. This risk aversion and need for consensus is a lasting legacy of the 2008 downturn. Most solutions are now made by committee so it makes sense to initially introduce your solution to everyone in that Decision Making Unit. The takeaway is if your solution hits a hot button with middle management, it will gain traction.

While we appreciate that all marketers want to segment more because different buyers have different needs – when it comes to top of funnel lead generation and email marketing, the economics of this may not make sense. If you can target/engage 25,000 buyers/influencers for $4,000 and 75,000 for $5,000 it just makes sense to introduce your solution to 3X the buyers/influencers for an incremental investment.

You can diversify your messages with your automation platform once you have generated the initial top of funnel leads.

No one ever buys a solution after reading one email

B2B products and solutions are not impulse buys. So you should not expect to send one email and instantly have the phone ringing off the hook. For email marketing to work effectively, it requires multiple emails spread out over a period of time. We typically recommend a three-step integrated approach:

  • Generate your top of funnel leads with a rented, opt-in e-mail list from a certified vendor
  • And then leverage a marketing automation platform with lead scoring capabilities for continued digital communication
  • Then focus your callers on the most highly scored leads that are showing a propensity to buy

The content framework below will help to illustrate that point.

First things first – Educational content works better than a great “offer”

eMail marketing is no different than the early stage job that is done by an inside sales rep. The first job of an inside rep is to establish trust and empathy. This can often take 2 to 3 phone conversations – which may take 30 attempts to connect to the buyer to get them on the phone.  You can use the same approach with your early eMail communications at a much lower cost.  As an outsourced sales and marketing company, we have seen the best results with:

  • Leading with a few simple educational blogs, intro videos and articles (especially for top of funnel and early nurturing)
  • Then moving to more solution based content like demo videos, webcasts, case studies and testimonials

There are no short cuts to building a relationship and we see that offering more info beats “sign up now” 85% of the time. In most cases, your buyers want you to prove you can be helpful before they want to know the details of how you can help. Don’t sell the product, but rather the content – because in this age of digital engagement, more and more products are first “bought’ then “sold”.

One final note – If you have video, use it! The video doesn’t have to be Clio Award winning.  In fact, we have seen the opposite – once the lead has been generated, simple, straightforward headshots, screencast demos and videos that stress benefits rather than features that are substantive are some of the best ways to score buyer propensity.


As an outsourced sales and marketing company that supports SMBs and Start-Ups, Gabriel Sales has a somewhat unique view of the world.  While as marketers – impressions, reporting and top of funnel leads are important to us as an outsourced sales company, we are more interested in generating sales ready leads as cost effectively as possible. We believe SMBs initially only need two key features from an automation system – The ability to sell one to many digitally and the ability to prioritize who to call first. To achieve these two goals marketing automation platforms allow you to:


  1. Build trust with the buyer digitally through nurturing email campaigns
  2. Score the leads based on a buyers engagement with specific types of content

Ironically, according to the Marketing Automation Strategy Survey published by Marketo in 2016 (see graphic above), the lead scoring function is often the most overlooked by marketers. As an outsourced sales and marketing company, our suspicion is that automation tools are often so focused on inbound marketing efforts that the sales function is overlooked. Don’t forget to score your leads! This is the number one way to optimize your outbound calling efforts. Our best practice is this simple to use formula to the left.

Why is video so important? Because, according to Forbes magazine, video is preferred over text by 59% of Middle Managers and Executives as a way to understand a solution. And 50% typically move onto another piece of information after viewing. So:

  1. Buyers prefer it
  2. It demonstrates authentic interest beyond initial early education
  3. It shortens your sales and development cycle (they move onto another piece of content)

It has become easy to have optimized and easy to digest on your mobile device.

Design for Mobile

More email is read on Mobile than on desktop email clients.

  • Stats say 48% of email is now opened on a mobile device and it jumps to 55% for executives – Litmus “Email Analytics” (March 2016)
  • 65% of Media Time is now spent on mobile (comScore)

What does this mean for you and lead development? For effective use of content:

  • Keep your videos clean and simple
  • Landing pages and microsites must be optimized for mobile first
  • You should not over design and over code your emails with heavy graphics and complex design. Make getting to your message clean and straightforward.  Get them to the website and get them to mobile enabled content


For most SMBs, generating sales ready leads and improving the effectiveness of your callers  is not as difficult as it may first appear.  This is especially true if you are already starting with a well-designed website, a couple of solid educational offers and a handful of videos  and blogs to help with lead scoring.  A marketing automation system helps and if you have not invested in a system yet, Gabriel Sales has two cost effective solutions that can be leased on a month to month basis to help you get started and avoid the annual commitment most providers now require.


Who We Are and How We Can Help

Gabriel Sales is a full service outsourced sales and marketing consulting and execution firm that provides outsourced sales and marketing services. We combine sales strategy consulting, digital content marketing, marketing automation expertise and sales execution in order to produce self-sustaining, scalable, and measurable sales engines – all designed to put more sales qualified leads in your closers hands to generate revenue.

We have been building repeatable sales processes with automation tools for long enough to understand that companies are at different stages of sales automation maturity. So we offer solutions for companies at different stages. Solutions include:

  • Top of Funnel Campaigns
  • Sales Ready Lead Campaigns
  • Thought Leadership and Sales Automation Content Production
  • Tradeshow Support
  • And Full Go-to-Market Packages

To learn more about Gabriel Sales we invite you to check out the About Us section of our website

If you are still a little uncertain if eMail is even right for your business you can check out our eProspecting educational microsite and solution video to learn a little more about how eProspecting  can fill your funnel fast.

Sales Ready Lead Campaign and Starter Sales Automation Engine

Sales Success Requires Consistent Sales Ready Leads

70% of your buyers prefer to learn about your solution through email. And 60% of your buyers are shortlisting with digital education before engaging with sales reps. Sustained Sales Ready Lead generation now requires integrated campaigns to produce a cost effective ROI, including:

  • Top of Funnel eProspecting Campaigns
  • Educational Nurturing eMail Campaigns
  • Lead Scoring & Content Management Technologies
  • Trained Business Development Reps

Watch our educational video to learn how to build and run a successful campaign and build your sales automation engine at a lower cost at the same time. Check out additional educational articles below.

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B2B Buyer Personas: The 6 Types of B2B Buyers on the Internet (Part 1)


If you’ve been reading blogs about B2B sales and marketing, you’ve likely heard that “the buyer now controls the sales process.” The statement is repeated often because it’s true, and a failure to incorporate this truth into your sales strategy will cause you to lose customers to your competitors.

The buyer’s new power is a result of the internet and internet-based technologies. Whereas going through a list of vendors from an industry magazine or browsing booths at a trade show used to be how your B2B buyer found you, the buyer now has many more resources available to help them make purchasing decisions, which often contributes to their buyer persona profile.

Buyers now get their information in the form of digital articles, blog posts, tweets, Facebook posts, YouTube videos, Instagram pictures, webcasts, etc. This increasing interaction with digital information on a mass level has not only affected the economic structure of business, but the sociological one as well.

As the buying process changed with the introduction of web-based technologies, buyers changed too.  Buyers adapted new traits and behaviors conducive to the new digital space they occupy. By understanding these new traits or characteristics and incorporating these insights into your sales strategies, you can make better connections, earn more trust and ultimately, close more deals.

We have a strong belief that more and more B2B products are “Bought” then “Sold”.  The habits of buyers are now proving that the buyer wants to feel like they are in control of their education and early stage buying process. Once they have short listed and “bought,”  they are much more open to being “sold” by your closer.  Because let’s face it, it’s much more fun to buy something than to be sold.

In this four part blog series (this is part 1),  we outline six “types” or buyer personas of B2B buyers that occupy the digital space and offer some practical tips on how to adapt your sales and marketing strategies to make it easier for your buyer.

As a quick summary of the types of buyer persona:

The first buyer persona is the Window Shopper, whose flighty tendencies disturb the normal B2B buying timeline. Next, we have the Device Queen who spends half of her time on her iPad. Then, we have the Mystery Man—this guy is as intriguing as he is annoying. Then there is the Eager Beaver who wants everything done, like yesterday. Next is the Worrywart, who needs a bit of hand-holding to be assured he is making the right choice. Last, we have the Know-it-All who forces you to be at the top of your game if you want to impress.

For the next part of this blog series profiling the first two buyer personas, click here.

If you would like more educational content on how integrating insights about your buyers with marketing automation can affect your sales, click here. To learn more about the sales and marketing outsourcing services we offer (including marketing automation implementation, content development and lead nurturing), you can check out our services page.  If you are interested in a free review of your sales cycle, you can request one here.