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How a Single Lead Reactivation Campaign Yielded an 80% Reply Rate Using Text Messaging

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What You'll Learn

- How 1:1 texting can supplement your email and calling campaigns to radically boost open and response rates

- Why 1:1 texting is an effective way to accelerate your qualification process

- How a single Hustle lead reactivation campaign yielded an 80% reply rate and a 6.5% meeting rate

Published in: Sales
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How a Single Lead Reactivation Campaign Yielded an 80% Reply Rate Using Text Messaging

  1. 1. How a single reactivation campaign led to an 80% reply rate SALES HACKER WEBINAR @saleshacker
  2. 2. Hosted by: JONATHAN GLADBACH Director of Marketing Hustle PEDRO FRIAS Director of Inside Sales Hustle SCOTT BARKER Head of Partnerships Sales Hacker
  3. 3. Typical sales funnel challenges One-to-one text messaging - the new Sales communication channel Hustle’s lead reactivation campaign Organizing inside sales teams to use 1:1 text messaging Summary and Q&A Agenda 1 2 3 4 5
  4. 4. Challenges in the Sales Funnel1
  5. 5. We’re hearing similar challenges from Sales Leaders Falling Connection Rates Channel Fatigue Feast/Famine Cadence of Leads Leaky Funnel 5
  6. 6. There’s a common cause
  7. 7. Texting as a Sales Communication Channel2
  8. 8. 8 The way people communicate and form relationships has changed
  9. 9. Now the preferred way to communicate is through messaging platforms. Texting: SMS & iMessages App to app messaging: Messenger, WhatsApp & WeChat Collaboration: Slack
  10. 10. 10 The change isn’t coming, it’s already here. 95%of texts will be read within 3 minutes of being sent. 89%of consumers want to use messaging to communicate with businesses. 98%Average open rate for text messages. 45%Average response rate for text messages.
  11. 11. 1:1 texting enables your organization to have real conversations with your customers Personal communication Not automated blasts Ongoing conversations Non general messages over time Stronger relationships Build affinity and trust through asks 11
  12. 12. and use those conversations to drive conversion and retention Activate Use conversations to invite a dialogue Engage Use real-time messaging to learn about prospects Convert Setup conversations that lead to conversions Retain Listen back and build loyalty for the long term 12
  13. 13. Lead Reactivation Campaign Design and Results 3
  14. 14. Experiment design Target: ● Inactive Leads w/ No Activity > 30 days. Clean them and put into Hustle ● Initial message verified identity, 2nd confirmed interest ● For comparison, we also ran an email and phone campaign to a broader audience of 8K inactive leads. 14
  15. 15. Hustle highlights from pilot: Over 26X more pipeline generated with Hustle and 12x faster than phone calling. 35 435 350 5 $26K $1K 15
  16. 16. The conversations continued... 16
  17. 17. Qualification via Text is Fast and Contacts Give Real Reasons for “No” Qualification via text: Not the right time, but able to include a personal touch 17
  18. 18. MID-FUNNEL Begin the conversation ● Qualify faster ● Respond to questions ● Converse, don’t blast ● Feed their curiosity ● Solicit action 1:1 texting for sales & marketing organizations OPP TO CLOSE Build the relationship ● Boost Meeting attendance ● Deepen Account Relationships ● Invite to in person VIP events ● Contract Reminders RE-ENGAGE & RETAIN Keep the conversation going ● Manage ongoing relationships ● Nudges towards growth TOP OF FUNNEL Connect and Qualify ● Event and Inbound Follow up ● Maximize opens ● Nurture reminder ● Get responses ● Supplement traditional channels 18
  19. 19. Organizing inside sales teams to use 1:1 text messaging 4
  20. 20. 20 How do I get my Sales team to Use 1:1 Texting?
  21. 21. The key to text messaging is choosing a platform designed for scale ● Send 1000’s of messages in minutes ● Customizable scripts ● Easy to use mobile app ● Real-time responses ● Goal tracking and analytics
  22. 22. Salesforce integrations make efforts trackable
  23. 23. Make sure you can import contacts automatically
  24. 24. Write predefined scripts and responses Schedule predefined “texting time” on a regular cadence Test 1st touch, last touch Provide reporting on Texting Results for Motivation Tips to make 1:1 texting easy for your SDRs 1 2 3 4
  25. 25. Q&A JONATHAN GLADBACH JONATHAN@HUSTLER.COM PEDRO FRIAS SALES@HUSTLE.COM SCOTT BARKER SCOTT@SALESHACKER.COM
  26. 26. marketing@saleshacker.co m @saleshacker

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