Right Time, Right Message: Empowering Sales and Marketing To Be Customer Obsesses
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Right Time, Right Message: Empowering Sales and Marketing To Be Customer Obsesses

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What are you doing with all the data you're getting from things like your CRM, your marketing automation system, and the Google Alerts you set up? Are you using it to find out more about your buyers ...

What are you doing with all the data you're getting from things like your CRM, your marketing automation system, and the Google Alerts you set up? Are you using it to find out more about your buyers so you can empower your full sales team to deliver the right messaging and content at the right time? If not, check out this deck!

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Right Time, Right Message: Empowering Sales and Marketing To Be Customer Obsesses Presentation Transcript

  • 1. Follow  us  on  twi+er   #RelevancyRocks   @postwire   @ilantern  
  • 2. Today’s  Presenters   Charlie  Allieri,  CEO/ Co-­‐founder,  iLantern   Shawn  LaVana  ,  VP  of   MarkeEng,  Postwire   #RelevancyRocks  
  • 3. The  Value  of  Relevancy   Discover   Sustain   Connect   Trust   Deliver   Build   #RelevancyRocks  
  • 4. The  Value  of  Relevancy   Email  opens  with  relevancy/implemenEng   trigger  data  –     500%  CTR  increase  –  via  iLantern     Phone  calls  with  relevancy  –   Great  Data,  Trigger  Selling,  Standard  AG  Calling   80%  Conversion  Rate,  6  Days       $900  per  Forecasted  Opportunity  –  via  AG  Salesworks   #RelevancyRocks  
  • 5. A  Few  Key  Terms  
  • 6. IT BEGINS WITH KNOWLEDGE trig ger ˈtri-g"r noun #RelevancyRocks   An  event/s  that  has  occurred  in  any   given  company  that  precipitate  the   need  for  your  product  or  service.  
  • 7. STAY INFORMED At trib ute a-truh-byoot noun A  characterisEc  of  a  given  company  that   helps  add  intelligence/perspecEve  of   that  company’s  posiEon  to  buy.   #RelevancyRocks  
  • 8. SHOWCASE BEST CONTENT Cu rate currate The  process  filtering  informaEon   based  on  the  ideal  buyer.   verb #RelevancyRocks  
  • 9. Where  do  you  find  Triggers  &  A+ributes?   NEWS •  News       •  Social  Media       •  Corporate  Websites       •  Contacts  in  your  CRM/   MarkeEng  AutomaEon   SOCIAL WEBSITE CRM/MARKETING AUTOMATION #RelevancyRocks  
  • 10. The  Problem  with  Just  News…   •  News  is  83%  repe77ve   •  News  is  NOT  PROPRIETARY,   even  if  some  vendors  say  it  is   •  News  is  NOT  PRE-­‐ PUBLISHED         Changes often exist on CORPORATE   WEBSITES before the news breaks     #RelevancyRocks    
  • 11. Corporate  Websites:  The  Hidden  Gem   More than just news Management Team Changes on Websites ✴ Addition ✴ Removal ✴ Bio Change ✴ Title Change #RelevancyRocks  
  • 12. Discover   Trigger  data  cuts  out   the  Eme  researching   and  hand  delivers   customers  who  want   to  buy       #RelevancyRocks  
  • 13. Real-­‐life  Example     Charlie logs into iLantern portal and discovers that one of his leads has a cool Youtube video. After watching it, sends a note to his lead and gets this response:     “Anyone  who  is  willing  to  watch  my  Youtube   video  can  have  20  minutes  of  my  Eme.”     #RelevancyRocks  
  • 14. Connect  +  Deliver   #RelevancyRocks  
  • 15. 70%  of  buyers  want  to  engage  with  salespeople  early  in   the  process,  but  only  if  they  provide  value.  –  ITSMA      
  • 16. “90%  of  consumers  find  custom  content  useful  and  78%  believe  that   organiza7ons  providing  custom  content  are  interested  in  building  goo rela7onships  with  them.”     –  TMG  Custom  Media     #RelevancyRocks  
  • 17. A  Terrible  Delivery  Method  
  • 18. A  More  Engaging  Delivery  Method  
  • 19. Plus  You  Gain  AddiEonal  Data  
  • 20. Building  a  TrusEng  RelaEonship   #RelevancyRocks  
  • 21. Triggers  Help  Create  Trust  +  Leverage   •  Use  trigger  technology  to  discover  event  data  and  a+ributes   •  Determine  best  posiEoning  based  on  data   •  Armed  with  knowledge,  earning  trust  with  leads  becomes  easier   #RelevancyRocks  
  • 22. Sustain  RelaEonship   Once  relaEonship  established  an   engaged  customer  is  a  repeat/happy   customer  and  an  evangelist  for  your   brand       ConEnue  to  engage  them  throughout   their  lifecycle  using  data  and  curated   informaEon   #RelevancyRocks  
  • 23. Life  Cycle  in  AcEon   #RelevancyRocks  
  • 24. Tweetable  Takeaways   •  Data  is  the  key  to  relevant  messaging  and  custom   content   •  Be  Empowered  as  a  sales  and  marketer,  using   relevant  data  to  tailor  lead’s  and  clients   experience   •  Build  trust  with  relevant  data  –  conversaEons   always  start  with  them,  not  you.   •  “70%  of  buyers  want  to  engage  with  salespeople   early  in  the  process,  but  only  if  they  provide   value.”  –  ITSMA       #RelevancyRocks  
  • 25. QUESTIONS?? #RelevancyRocks  
  • 26. THANK YOU! www.ilantern.com www.postwire.com #RelevancyRocks