Marketing is passing all the lead to you. There after sales leaders have to take these lead ahead till the closure. At every stage there is different engagement strategy. What are the some of the best practices?

1. Lead engagement
strategy.
How to create an engaging follow up strategy ?
1

2. What are the some of the best
practices of lead engagement?
How to be on the top of each lead?
2

3. Do you agree more
engagement would lead
to more closure?
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4. Communication methods customers
are more likely to respond...
• Email is high.
• Mobile phone based calls is high.
• Land phone based calls are medium but
decreasing.
• What's app messages is very high.
• Voiceblast is low but huge potential.
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5. A winning engagement ..
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What's
app/voice
blast.
Phone
call/voice
blast.
Passive Active
Emails Sms

6. No Such Thing As A One
Size Fits All Cadence
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7. Variables to decide lead
engagement strategy.
• Is your product transactional or Relational?
• Transactional : high dialling, short sales cycle,
deal size is not too big. Will be aggressive with
more touches in less time frame.
• Relational: Higher deal size. It will be longer
engagement. Properties, career courses fall in this
category.
• Based on lead source engagement differs.
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8. How to use phone
calls to engage leads?
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9. Top calling best practices..
• I call when it is best days to call.
• I call at the best times to call.
• Use mobile number to call.
• Choose a spacing of calls from 1-3 days or 3-10
days depending on your transactional or
relational.
• Try calling 5 to 10 times.
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10. Engaging based on lead
stage.
• Relational outbound 6 calls.
• Transactional inbound : 10 calls.
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11. How to use voice blast
to engage leads?
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12. How many voice
blast ?
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13. Is voice blast dead?
Or it's not been done
rightly.
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14. The goals of voice blast.
First voice blast objective:
• Get a call back and advance the sales call.
• Make the prospect more likely to take your next call.
Follow up voice blast objective:
• Advance the sales.
• Be persistent without being irritating.
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15. If you want to engage
leads do not use IVR.
Use voice blast.
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16. Imagine you get an ivr based calls
from my company or a voice blast
from me and that is situational.
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17. What are the some of the
best practices for voice
blast?
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18. Top voice blast best
practices.
• Use context / research.
• Personalise .
• Should be of max. 18 secs
• Use automation.
• Be consistent.
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• Provide just enough
information and not too much.
• Be different than others.
• Reference earlier
communication.
• Be enthusiastic and moody.

19. Best practices for voice
blast.
• Use context/research : use information gathered in over
web research or inbound inquiry.keep it short to 20 secs.
• Repeat your contact details: leave your name and
number twice slowly so that someone could write it
down.
• Personalise the message: use the prospect name two
times in the message.
• Use automation: sales reps have a lot to do. Use the mix
of pre-recorded and personalised voice blast.
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20. • Be consistent : The magic number of voice blast is three.
Create a cadence and find a way to spread three voice
blast into over 10 days or 30 days period.
• Provide just enough information: only disclose enough
information to get a call back.Don't give your whole sales
pitch.
• Be different : Don't start with your name and company
name. It's a sure sign of a sales person. Rather end with
that information.
• Reference other communication: Reference other forms of
communication such as voice blast referencing an email.
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21. Useful voice blast.
• Referral.
• Context.
• Value proposition.
• Pain elimination.
• Case study.
• Offer.
• Congratulations.
• Humor/ Funny.
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22. Imagine a voice blast from me like
this , " hi, I wanted to share a short
voice based testimonial from one
of my ex customer. ..."
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23. Voice blast cadence by lead
stage.
Relational outbound:
• Research.
• Pain Elimination.
• Humor/Funny.
• Referral.
Transactional Inbound:
• Context.
• Context with case study.
• Value proposition.
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24. Voice blast cadence plan
• Is your transactional or relational ?
• Do you want to have 3 touches or 2 touches?
• Isn't it that voice blast be contextual with case
study and value propositional for transactional?
May we get more idea from you?
• Should not it be research report or media report or
humour or testimonial for outbound? May I get
more idea from you.
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25. Alliance VB.
• Record human like messages on the go.
• Automate voice blast drop.
• Do the recording in a manner that it appears
human rather than machine.
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26. How to use emails to
engage leads?
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27. I will like to know how many
emails do you include in
your engagement?
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28. Use the best practices of
emails for subject/
opening/body/closing.
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29. Top email tips
• Send early morning or late afternoon.
• Use templates and A/B test.
• Use one link or attachment.
• Shorter emails the better.
• Send 3-6 emails in your cadence strategy.
• Choose a spacing of emails from 1-3 days or
3-10days depending on lead stage.
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30. Top email strategies.
• Referral
• Research.
• Context.
• Value proposition.
• Pain elimination.
• Case study.
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• Humor/ Funny.
• Competition.
• Offer.
• Industry information.
• Advice.
• Aspirational Goals.

31. Structuring email cadence
plan.
• Are your customers on email?
• Is your follow up relational or transactional role?
• Is it for outbound leads or inbound leads?
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32. Technology enabled
engagement.
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33. Three options for cadence.
• Fully automated.
• Semi automated mixed with manual.
• Fully manual.
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34. 6x3x3x3.
Sample engagement.
It means 6 calls x 3 emails x 3
sms x 3 voiceblast.
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35. Show email templates creation and storage.
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36. Best practices engagement
principles.
• Always end with VB, Email and Call.
• Transactional should be around 3weeks.
• Relational should be around 60 days.
• Relational includes more email & social activity.
• Spacing of activity is less for transactional and
more for relational.
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37. How do you ensure
adherence to
engagement?
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38. • Crm reporting.
• Print outs.
• Dial, voice blast and email count fields.
• Activity history.
• Custom field.
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39. What if you
could measure
skipped
action ?

40. How well the team is following up?

41. On what percentage the follow up is on
schedule?

42. Sudip
samaddar.
Head of Marketing.
Ensembler.
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