ON AIR: With Owen Featuring Martin MacArthur – Founder & CEO, The Outbound Sales Guy

Introducing our 19th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 19th guest is Martin MacArthur – Founder & CEO at The Outbound Sales Guy

Owen and Martin discuss the differences across prospecting into Americas vs EMEA and how to be successful in outbound. Including: 

  • The impact that being blind has had on Martin in starting his own business and working in sales 
  • The difference between selling outsourced sales into Canada vs the US 
  • The attitude that Americans have towards sales development, cold calling, prospecting emails and other outbound approaches 
  • Authentic relationship building: more personal sales messaging > personalisation 
  • The channel that Martin finds most successful when selling into the US 
  • How to follow-up on LinkedIn 
  • Martin’s sales tech and data vendor recommendations 
  • How much of Martin’s experience is based around building his own data vs purchasing data 
  • What’s changed in sales in the US over the past 2/3 years 
  • Advice for UK companies looking to expand into the US and vice versa 

ON AIR: With Owen Featuring Sam Dunning – Sales Director & Co-Owner, Web Choice And Founder & Host, Business Growth Show

Introducing our 18th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 18th guest is Sam Dunning – Sales Director & Co-Owner at Web Choice, and Founder & Host at Business Growth Show

Owen and Sam discuss simplifying search engine optimisation (SEO) to support business growth. Including: 

  • Why businesses need to do SEO 
  • How long until the benefits of SEO can be seen 
  • How to measure progress and success 
  • The definition of ‘conversions’ 
  • How Sam and Web Choice help B2B companies with their SEO and the pillars that can be leant on 
  • What causes a website to slow down 
  • The issues with not sticking out SEO and not having a multichannel approach to marketing 
  • Advice for salespeople who sell services that take a while to achieve ROI 
  • At what stage a company should start the SEO process 
  • Web Choice’s SEO performance 
  • What to consider if you’re a start-up or haven’t done SEO before 
  • What to look for in an SEO agency 
  • Whether quality or quantity of content is more important 
  • A snapshot of what you should do if you’re looking to implement SEO 
  • Whether salespeople should care about SEO 
  • How many extra leads you can generate from SEO

ON AIR: With Owen Featuring Kaitlen Kelly – Senior Manager of Sales Development – EMEA at Outreach

Introducing our 17th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 17th guest is Kaitlen Kelly – Senior Manager of Sales Development – EMEA at Outreach, and Co-Founder of SDRs Anonymous

Owen and Kaitlen discuss sales development management. Including: 

  • What a Sales Development Manager is responsible for 
  • The percentage of time spent team coaching 
  • The traits of a good sales coach 
  • Whether you can be a good SDR Manager without having been an SDR within the organisation before (or at all!) 
  • Advice for SDRs who want to become an SDR Manager and whether it’s right for everybody 
  • The biggest impact that Kaitlen has had as an SDR Manager 
  • How much time and effort should be spent on each channel 
  • The importance of using data to discover where your SDRs’ strengths are 
  • Whether SDRs should self-generate data more than being given data to target 
  • Whether it’s better to: 
    • Have quality or quantity focused SDRs 
    • Have a people and culture focused or process focused SDR Manager
    • Give up LinkedIn, phone or email (if Kaitlen had to choose one) 
    • Have company or individual set targets 
  • How much time should be spent on SDR development and the type of training Kaitlen finds works best 
  • Kaitlen’s favourite sales tool outside of Outreach 
  • What a good onboarding process looks like 
  • Encouraging your SDRs to fail quick to learn faster 
  • How an SDR Manager can use systems and processes to ensure SDRs are shaping their day correctly 
  • Common challenges for SDRs that Kaitlen sees within SDR Anonymous 

ON AIR: With Owen Featuring Jamie Beaumont – Founder at Playter Pay

Introducing our 16th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 16th guest is Jamie Beaumont – Founder at Playter Pay.

Owen and Jamie discuss a fintech that makes money. Including:

  • Generating profit to drive business growth outside of raising equity
  • Jamie’s advice to early stage Founders or those thinking about founding their own organisation
  • The risk of running out of cash and survival mode
  • The benefits of being profitable when fundraising
  • Looking at revenue, not profitability, when scaling your business
  • Using proof of product and viability of the business to scale
  • The shortest term achievable profit point
  • The factors to consider if you want to prioritise profitability or prioritise scaling
  • Smaller markets
  • The ambition mindset
  • The impact that external influences and taking action make on success
  • Working out what commercial route is best for you

Data strategy and ideal customer profile: why it matters and how to get it right

In sales, data can make or break your campaign. If your list is too generic, you could burn through time having irrelevant conversations, too narrow and miss out on valuable opportunities that fall just outside your perceived ideal target.

Your data strategy matters; done well, it provides a blueprint and foundation for your organisation’s success. Your data strategy should determine who your business is talking to and where you drive awareness of your products and services. It’s a powerful driver for the direction of your business and where you want to be, so it’s worth investing time in it.

How you build your lists will depend on various factors, including your salespeople’s autonomy and experience, whether or not you use data insight or sales tools, and factors such as your deal sizes and target audiences.

You may have a well-defined ideal client profile, or you might still be trying to figure it out. Wherever you are on that journey, and while perfect data doesn’t exist, there are key approaches you can take to make sure you’re eliminating who you can’t sell to, and you’re fishing in the right pond.

Think about your total addressable market. What does that look like? It might be broader than you’ve considered, or you may have plans to break new markets. Are you successful in the demographic where you currently expend time and effort, or has the success been organic rather than based on any market insight?

There are simple surface-level observations you can make; if you’ve failed to gain traction in a particular market or with a specific group of decision-makers, there may be reasons. Say you have aspirations to land contracts with large corporates, if you regularly encounter objections to sale or periodically lose out to larger competitors, it could be as something as simple as you’re not on the preferred supplier list or don’t fit a procurement profile. Perhaps it’s more challenging to engage your services, so regardless of the quality of your pitch, you’ll struggle to get a foot in the door. But in smaller or mid-sized companies with different buying behaviours and traits, you’d have far more success.

When you’re buying data, some nuances can completely skew the entire focus of your dataset, especially when selecting the right decision-makers. It’s wise to think laterally and consider the minor but significant differentiators. It’s the difference between targeting IT management in mid-sized pharmaceutical companies but not including business owners where no IT leader exists: you could be missing out on vital conversations with founders and owners with a requirement for your services or misjudging where the buying power sits. Similarly, suppose you’re running a programme targeting major financial services companies and don’t specify head office / corporate HQ. In that case, you could contact branches with large numbers of staff but have to defer to the main group for purchasing decisions.

Being too niche

Every business has reasons for being very targeted. Some are justified, some haven’t thought too deeply about why and some don’t know! If you focus solely on large enterprises, you may be reaching (on average) one-two relevant decision-makers a day. Again, how do you judge company size on revenue or number of employees? Some start-ups have incredible profitability per employee and actual buying power thanks to investment; it’s not worth passing up those conversations just because they might not fit into a narrow paradigm of ideal client profile.

Accessing quality data

It’s a fact that data ages quickly, with senior leadership changes, mergers and thanks to the pandemic, more businesses going remote and keeping on fewer offices. You can expect some data dilution; even the most reputable data providers cannot guarantee perfect data.

You can empower your sales teams with tools that can enhance their research ability, which helps them build compliant, accurate and integrated lists in real-time. Many powerful tools on the market, like Lusha, Cognism and HubSpot, can accelerate prospecting efforts and drive a better culture around data. Especially in businesses where sales teams have greater autonomy and ownership overbuilding their prospect lists.

Equally, there is an argument that sales teams that are researching and refining their client lists are spending less time at the coalface, actually selling to and speaking to prospects. If your product is high volume and a relatively straightforward sale, spending vast amounts of time researching and gathering insight might not be the right approach.

Finding the balance

Sales leaders should own and drive data strategy. How you build your data lists centrally helps you set a strong direction for your team. You can churn data and fail fast, using data analytics to help you shape and improve your targeting, or instead use a centrally built list as a foundation and refine using sales tools and desk-based research. There’s no right or wrong approach. Some of this preference is driven by your sales culture and your own experiences but provided you’ve invested time and consideration into your data strategy and how you build your prospect lists, you’re in a great starting place.

If you’d like to discuss your data strategy, we’d be happy to help. Call our Client Operations Director, Shaun Weston, on 0345 241 3038 or email shaunw@air-marketing.co.uk.

LIVE Roundtable: Setting Up An Outbound Sales Team – Onboarding SDRs

We hosted our second roundtable as part of our NEW annual content series, around setting up an outbound sales function. Get ideas, inspiration and advice from our panel of experts, who share and discuss their own experiences and open the floor to questions from the live audience.

We’ll be going live every month until March 2022, chatting about all topics relating to outbound sales and the stages of building a team.


We answered questions around (but not limited to):

1. Training

2. Mentoring

3. Culture

4. Setting targets & expectations

5. Communicating your business’ vision

6. Embracing ‘ready to go’ attitudes


Owen Richards – Founder & CEO at Air Marketing


Neil Clarke – Commercial Director at Air Marketing

Shabri Lakhani – Founder & CEO at SalesWorks

Georgina Aspden – Sales Development Manager at Perkbox

Who is it for?

Founders, sales leaders, SDR Managers and revenue leaders.

ON AIR: With Owen Featuring Tom Boston – Social Sales Evangelist at SalesLoft

Introducing our 15th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 15th guest is Tom Boston – Social Sales Evangelist at SalesLoft

Owen and Tom discuss how personal brand can impact on your performance as a Sales Development Representative (SDR). Including: 

  • How Tom began social selling 
  • How Tom entertains via LinkedIn 
  • How Tom’s personal brand has increased the efficiency of outreach and level of engagement from prospects 
  • How Tom stays disciplined to produce videos consistently 
  • How to get over the first starting point 
  • How Tom has built credibility 
  • How Tom uses humour to open up the conversation around sales 
  • What SDRs can be doing towards building their personal brands 
  • The importance of authenticity in sales 
  • The impact that Tom’s videos have made on engagement 
  • How Tom produces videos 
  • How much better Tom’s results have been in terms of pipeline and closed business because of his personal brand 
  • Tom’s new role as Social Sales Evangelist