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Follow	
  us	
  on	
  twi+er	
  

#RelevancyRocks	
  
@postwire	
  
@ilantern	
  
Today’s	
  Presenters	
  

Charlie	
  Allieri,	
  CEO/
Co-­‐founder,	
  iLantern	
  

Shawn	
  LaVana	
  ,	
  VP	
  of	
  ...
The	
  Value	
  of	
  Relevancy	
  
Discover	
  
Sustain	
  

Connect	
  

Trust	
  

Deliver	
  
Build	
  
#RelevancyRock...
The	
  Value	
  of	
  Relevancy	
  
Email	
  opens	
  with	
  relevancy/implemenEng	
  
trigger	
  data	
  –	
  	
  
500%	...
A	
  Few	
  Key	
  Terms	
  
IT BEGINS WITH	


KNOWLEDGE	


trig ger
ˈtri-g"r
noun

#RelevancyRocks	
  

An	
  event/s	
  that	
  has	
  occurred	
  in...
STAY	

INFORMED	


At trib ute
a-truh-byoot
noun

A	
  characterisEc	
  of	
  a	
  given	
  company	
  that	
  
helps	
  a...
SHOWCASE
BEST
CONTENT	


Cu rate
currate

The	
  process	
  filtering	
  informaEon	
  
based	
  on	
  the	
  ideal	
  buye...
Where	
  do	
  you	
  find	
  Triggers	
  &	
  A+ributes?	
  
NEWS

•  News	
  
	
  
	
  
•  Social	
  Media	
  
	
  
	
  
...
The	
  Problem	
  with	
  Just	
  News…	
  
•  News	
  is	
  83%	
  repe77ve	
  
•  News	
  is	
  NOT	
  PROPRIETARY,	
  
...
Corporate	
  Websites:	
  The	
  Hidden	
  Gem	
  
More than just news
Management Team Changes on Websites
✴ Addition
✴ Re...
Discover	
  

Trigger	
  data	
  cuts	
  out	
  
the	
  Eme	
  researching	
  
and	
  hand	
  delivers	
  
customers	
  wh...
Real-­‐life	
  Example	
  
	
  

Charlie logs into iLantern portal and discovers that one of his leads has a
cool Youtube ...
Connect	
  +	
  Deliver	
  

#RelevancyRocks	
  
70%	
  of	
  buyers	
  want	
  to	
  engage	
  with	
  salespeople	
  early	
  in	
  
the	
  process,	
  but	
  only	
  if...
“90%	
  of	
  consumers	
  find	
  custom	
  content	
  useful	
  and	
  78%	
  believe	
  that	
  
organiza7ons	
  providi...
A	
  Terrible	
  Delivery	
  Method	
  
A	
  More	
  Engaging	
  Delivery	
  Method	
  
Plus	
  You	
  Gain	
  AddiEonal	
  Data	
  
Building	
  a	
  TrusEng	
  RelaEonship	
  

#RelevancyRocks	
  
Triggers	
  Help	
  Create	
  Trust	
  +	
  Leverage	
  

•  Use	
  trigger	
  technology	
  to	
  discover	
  event	
  da...
Sustain	
  RelaEonship	
  
Once	
  relaEonship	
  established	
  an	
  
engaged	
  customer	
  is	
  a	
  repeat/happy	
  ...
Life	
  Cycle	
  in	
  AcEon	
  

#RelevancyRocks	
  
Tweetable	
  Takeaways	
  
•  Data	
  is	
  the	
  key	
  to	
  relevant	
  messaging	
  and	
  custom	
  
content	
  
•  ...
QUESTIONS??

#RelevancyRocks	
  
THANK YOU!
www.ilantern.com
www.postwire.com

#RelevancyRocks	
  
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 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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Transcript of "Right Time, Right Message: Empowering Sales and Marketing To Be Customer Obsesses"

  1. 1. Follow  us  on  twi+er   #RelevancyRocks   @postwire   @ilantern  
  2. 2. Today’s  Presenters   Charlie  Allieri,  CEO/ Co-­‐founder,  iLantern   Shawn  LaVana  ,  VP  of   MarkeEng,  Postwire   #RelevancyRocks  
  3. 3. The  Value  of  Relevancy   Discover   Sustain   Connect   Trust   Deliver   Build   #RelevancyRocks  
  4. 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. 5. A  Few  Key  Terms  
  6. 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. 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. 8. SHOWCASE BEST CONTENT Cu rate currate The  process  filtering  informaEon   based  on  the  ideal  buyer.   verb #RelevancyRocks  
  9. 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. 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. 11. Corporate  Websites:  The  Hidden  Gem   More than just news Management Team Changes on Websites ✴ Addition ✴ Removal ✴ Bio Change ✴ Title Change #RelevancyRocks  
  12. 12. Discover   Trigger  data  cuts  out   the  Eme  researching   and  hand  delivers   customers  who  want   to  buy       #RelevancyRocks  
  13. 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. 14. Connect  +  Deliver   #RelevancyRocks  
  15. 15. 70%  of  buyers  want  to  engage  with  salespeople  early  in   the  process,  but  only  if  they  provide  value.  –  ITSMA      
  16. 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. 17. A  Terrible  Delivery  Method  
  18. 18. A  More  Engaging  Delivery  Method  
  19. 19. Plus  You  Gain  AddiEonal  Data  
  20. 20. Building  a  TrusEng  RelaEonship   #RelevancyRocks  
  21. 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. 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. 23. Life  Cycle  in  AcEon   #RelevancyRocks  
  24. 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. 25. QUESTIONS?? #RelevancyRocks  
  26. 26. THANK YOU! www.ilantern.com www.postwire.com #RelevancyRocks  
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