Post on 19-Jun-2015
Lead Follow Up
What’s Coming
oWho am I?oWhere do emedia leads come from?oLead ConversionoFollow up best practicesoQuestions
Subscriber List Build Processo Initial data records acquired from reputable 3rd parties with up to
date demographics.
o Telemarketing teams then contacted data records to outline subscription offer
o Telemarketers outline what the bulletin is, who is publishing it and the type of content to expect in the bulletin (Free tips, guides, whitepapers, exclusive offers, new products, events and seminars etc. )
o Subscription details gathered including email addressConfirmation
o All subscribers double opted-in to bulletins.
Subscriber List Build Processo Initial data records acquired from reputable 3rd parties with up to
date demographics.
o Telemarketing teams then contacted data records to outline subscription offer
o Telemarketers outline what the bulletin is, who is publishing it and the type of content to expect in the bulletin (Free tips, guides, whitepapers, exclusive offers, new products, events and seminars etc. )
o Subscription details gathered including email addressConfirmation
o All subscribers double opted-in to bulletins.
Subscriber List Build Processo Initial data records acquired from reputable 3rd parties with up to
date demographics.
o Telemarketing teams then contacted data records to outline subscription offer
o Telemarketers outline what the bulletin is, who is publishing it and the type of content to expect in the bulletin (Free tips, guides, whitepapers, exclusive offers, new products, events and seminars etc. )
o Subscription details gathered including email addressConfirmation
o All subscribers double opted-in to bulletins.
Subscriber List Build Processo Initial data records acquired from reputable 3rd parties with up to
date demographics.
o Telemarketing teams then contacted data records to outline subscription offer
o Telemarketers outline what the bulletin is, who is publishing it and the type of content to expect in the bulletin (Free tips, guides, whitepapers, exclusive offers, new products, events and seminars etc. )
o Subscription details gathered including email addressConfirmation
o All subscribers double opted-in to bulletins.
Subscriber List Build Processo Initial data records acquired from reputable 3rd parties with up to
date demographics.
o Telemarketing teams then contacted data records to outline subscription offer
o Telemarketers outline what the bulletin is, who is publishing it and the type of content to expect in the bulletin (Free tips, guides, whitepapers, exclusive offers, new products, events and seminars etc. )
o Subscription details gathered including email addressConfirmation
o All subscribers double opted-in to bulletins.
Subscriber Journey
Subscriber clicks headline #2
o Email received
o Subscriber sees your Headline, it sparks an interest and they click to
learn more
Subscriber Journey
Subscriber clicks headline #2
o Email received
o Subscriber sees your Headline, it sparks an interest and they click to
learn more
Subscriber Journey
Subscriber clicks to download asset
o Subscriber redirected to body text
o Key outcomes of asset presented in clear,
engaging copy
o Subscriber engages with message and clicks to download
asset
Subscriber Journey
Subscriber clicks to download asset
o Subscriber redirected to body text
o Key outcomes of asset presented in clear,
engaging copy
o Subscriber engages with message and clicks to download
asset
Subscriber Journey
Subscriber clicks to download asset
o Subscriber redirected to body text
o Key outcomes of asset presented in clear,
engaging copy
o Subscriber engages with message and clicks to download
asset
Consider This
We have now generated a learning need using your research and insight
If a subscriber has a “Need” to learn about something, the most common reason is because the topic is relevant to them.
If we then consider that most readers are Decision Makers for your solution and also that the content they are downloading is thought leadership relevant to your solution, it makes sense that you should now be in contact
Consider This
We have now generated a learning need using your research and insight
If a subscriber has a “Need” to learn about something, the most common reason is because the topic is relevant to them.
If we then consider that most readers are Decision Makers for your solution and also that the content they are downloading is thought leadership relevant to your solution, it makes sense that you should now be in contact
Consider This
We have now generated a learning need using your research and insight
If a subscriber has a “Need” to learn about something, the most common reason is because the topic is relevant to them.
If we then consider that most readers are Decision Makers for your solution and also that the content they are downloading is thought leadership relevant to your solution, it makes sense that you should now be in contact to uncover that Need with them and match it with your solution
Subscriber Journeyo Subscriber
redirected to submission page
o Subscriber details
pre-populated on the right
o T&C’s displayed under SUBMIT
Subscriber Journeyo Subscriber
redirected to success page for
4 seconds
o Redirected to advertiser’s
website
o Receives email with asset
Still to come
oWho am I?oTopic for today: Lead Conversions
oLead ConversionoFollow up best practicesoQuestions
Lead Conversion
Directly impacted by your Sales Process – Here is an Example.....
Sales Process
• INTRO/HOOK – Hi, I’m calling from xxxx about.....
• QUESTIONING – So, tell me about your current environment
• SUMMARY – so, you do this this & this and you would like to be able to do this, this & this. (insert your pitch here) From
what we have just covered, are you confident that we can suit you better than your current solution?
• CLOSE – Are you happy to move forward now?
Sales Process
• INTRO/HOOK – Hi, I’m calling from xxxx about.....
• QUESTIONING – So, tell me about your current environment
• SUMMARY – so, you do this this & this and you would like to be able to do this, this & this. (insert your pitch here) From
what we have just covered, are you confident that we can suit you better than your current solution?
• CLOSE – Are you happy to move forward now?
Sales Process
• INTRO/HOOK – Hi, I’m calling from xxxx about.....
• QUESTIONING – So, tell me about your current environment
• SUMMARY – so, you do this this & this and you would like to be able to do this, this & this. (insert your pitch here) From
what we have just covered, are you confident that we can suit you better than your current solution?
• CLOSE – Are you happy to move forward now?
Sales Process
• INTRO/HOOK – Hi, I’m calling from xxxx about.....
• QUESTIONING – So, tell me about your current environment
• SUMMARY – so, you do this this & this and you would like to be able to do this, this & this. (insert your pitch here) From
what we have just covered, are you confident that we can suit you better than your current solution?
• CLOSE – Are you happy to move forward now?
Sales Process
• INTRO/HOOK – Hi, I’m calling from xxxx about.....
• QUESTIONING – So, tell me about your current environment
• SUMMARY – so, you do this this & this and you would like to be able to do this, this & this. (insert your pitch here) From
what we have just covered, are you confident that we can suit you better than your current solution?
• CLOSE – Are you happy to move forward now?
Sales Process
• INTRO/HOOK – Hi, I’m calling from xxxx about.....
• QUESTIONING – So, tell me about your current environment
• SUMMARY – so, you do this this & this and you would like to be able to do this, this & this. (insert your pitch here) From
what we have just covered, are you confident that we can suit you better than your current solution?
• CLOSE – Are you happy to move forward now?
Sales Process
• INTRO/HOOK – Hi, I’m calling from xxxx about.....
• QUESTIONING – So, tell me about your current environment
• SUMMARY – so, you do this this & this and you would like to be able to do this, this & this. (insert your pitch here) From
what we have just covered, are you confident that we can suit you better than your current solution?
• CLOSE – Are you happy to move forward now?
Sales Process
• INTRO/HOOK – Hi, I’m calling from xxxx about.....
• QUESTIONING – So, tell me about your current environment
• SUMMARY – so, you do this this & this and you would like to be able to do this, this & this. (insert your pitch here) From
what we have just covered, are you confident that we can suit you better than your current solution?
• CLOSE – Are you happy to move forward now?
Sales Process
• INTRO/HOOK – Hi, I’m calling from xxxx about.....
• QUESTIONING – So, tell me about your current environment
• SUMMARY – so, you do this this & this and you would like to be able to do this, this & this. (insert your pitch here) From
what we have just covered, are you confident that we can suit you better than your current solution?
• CLOSE – Are you happy to move forward now?
Sales Process
• INTRO/HOOK – Hi, I’m calling from xxxx about.....
• QUESTIONING – So, tell me about your current environment
• SUMMARY – so, you do this this & this and you would like to be able to do this, this & this. (insert your pitch here) From
what we have just covered, are you confident that we can suit you better than your current solution?
• CLOSE – Are you happy to move forward now?
Example only*
Still to come
oWho am I?oTopic for today: Lead Conversions
oWhere do emedia leads come from?oFollow up best practices
oQuestions
Best Practice 1 of 3
A short “service orientated” email is a great way of preparing your lead for contact
(I suggest creating a template email and then personalising with the leads name and company name where applicable) which contains the following components;
The email should be fairly short.
Attach the asset used in the bulletin or a link to itHi XXXX, My name is XXXX, I am the XXXX(Advertiser’s role) at XXXXX(Advertiser’s Company). I am touching base to ensure you have received the XXXXX
Paper that you requested on Thursday through the XXXX Bulletin. I have attached the paper just in case you had any problems accessing it. If you have any questions about the information or think there something I can help you with further, please let me know. Otherwise, I will touch base with you before Tuesday next week to talk about your XXXXXXX (relevant to your solution I.E IT Security) needs and
how XXXXX(your company) can help with your goals. Please don’t hesitate to contact me using the below details and feel free to visit our site and have a look around XXXXX@XXXXX.com.au
Best Practice 1 of 3
A short “service orientated” email is a great way of preparing your lead for contact
(I suggest creating a template email and then personalising with the leads name and company name where applicable) which contains the following components;
The email should be fairly short.
Attach the asset used in the bulletin or a link to itHi XXXX, My name is XXXX, I am the XXXX(Advertiser’s role) at XXXXX(Advertiser’s Company). I am touching base to ensure you have received the XXXXX
Paper that you requested on Thursday through the XXXX Bulletin. I have attached the paper just in case you had any problems accessing it. If you have any questions about the information or think there something I can help you with further, please let me know. Otherwise, I will touch base with you before Tuesday next week to talk about your XXXXXXX (relevant to your solution I.E IT Security) needs and
how XXXXX(your company) can help with your goals. Please don’t hesitate to contact me using the below details and feel free to visit our site and have a look around XXXXX@XXXXX.com.au
Best Practice 2 of 3Referring to the bulletin or the asset specifically will
give context to your call and provide a “hook” (reason to take your call)
The follow up email The Content offer The Bulletin
as your “hook” into the conversation and then employ your sales process.
Best Practice 2 of 3Referring to the bulletin or the asset specifically will
give context to your call and provide a “hook” (reason to take your call)
The follow up email The Content offer The Bulletin
as your “hook” into the conversation and then employ your sales process.
Best Practice 2 of 3Referring to the bulletin or the asset specifically will
give context to your call and provide a “hook” (reason to take your call)
The follow up email The Content offer The Bulletin
as your “hook” into the conversation and then employ your sales process.
Best Practice 3 of 3Pushing through the first objection is important as it’s not always an objection. Remember,
the subscriber’s actions have already told you that your solution is relevant and that they make or influence relevant decisions
I was just doing some research, OK, That’s great!Thanks.... Is that because your company had,
or Has, IT Security Problems........
When do you review your Security?
Find a way to combine all 3 Best Practicesin your follow up and you should
see higher lead conversion
Best Practice 3 of 3Pushing through the first objection is important as it’s not always an objection. Remember,
the subscriber’s actions have already told you that your solution is relevant and that they make or influence relevant decisions
I was just doing some research, OK, That’s great!Thanks.... Is that because you’ve had IT Security Problems?
Being a leading authority in that area, we have a Library of content and physical solutions that could help...... When do you review?
Find a way to combine all 3 Best Practicesin your follow up and you should
see higher lead conversion
Best Practice 3 of 3Pushing through the first objection is important as it’s not always an objection. Remember,
the subscriber’s actions have already told you that your solution is relevant and that they make or influence relevant decisions
I was just doing some research, OK, That’s great!Thanks.... Is that because you’ve had IT Security Problems?
Being a leading authority in that area, we have a Library of content and physical solutions that could help...... When do you review?
Find a way to combine all 3 Best Practicesin your follow up and you should
see higher lead conversion
Still to come
oWho am I?oTopic for today: Lead Conversions
oWhere do emedia leads come from?oWhy do you need to know?oFollow up best practices
oQuestions
Let us know if you have any questions