So, what now? Receiving the signals from triggers we have set up to find buyers who are engaging, discussing and generally digitally active is only part of the solution. The “gap” that we need to avoid falling into is revealed when marketing sends these “leads” over to sales prematurely. The problem is that while these buyers are demonstrating the digital behavior associated with “buying”, we need to do more work to qualify them before handing them off to sales.
Verto takes the output from the Buyer Intent & Social Media signal detection (contacts with relevant digital activity) and automatically feeds them into pre-built, multi-channel campaigns. These campaigns are designed to help build awareness and create preference for you with the target buyer. Based on the buyer’s activity within these campaigns, they can then become more qualified for sales.
What we have done here is taken the buyer intent data and combined it with a marketing automation (campaign) engine to drive high quality leads that become ready for sales to engage with.
Using these automated campaigns (or buyer journeys), we are converting our “people of interest” into “interested people”. In other words, we don’t want the “interest” to be one way. We can do this with little or no human interaction required. Your sales team only needs to get involved when the prospect is further along in the buying process. We can even build a unique journey for each buyer intent trigger (or signal) so you can deliver a highly personalized experience.
Below is an example of the type of the triggers available to drive buyer intent campaigns.
Here we’re using a diverse set of triggers that will detect signals when people talk about specific events, engage with new media in the industry, use hiring sites to recruit for open positions, and search using particular key words and phrases.
We can then set up multiple automated journeys which are automatically fed with data every day depending on the trigger identified. These journeys are designed to take the prospect further, provoking and fulfilling their interest in us and qualifying their level of activity.
Every action within these journeys is scored, for example opening and clicking on an email would generate a score and downloading a piece of content might generate a higher score. Once fully marketing qualified, the prospect can then move into a direct one to one automated email sequence which would be a series of emails coming from a predefined salesperson.
The system has a content management component, so we can load, customize, create anything from emails, to landing pages to white papers which can be templated to save time, and used in the automated campaigns. The sellers can now be focused only on engaging with those “interested people” who have demonstrated the behaviors and characteristics of a “qualified prospect.”
Today, most of your competitor’s have likely embraced Inbound Marketing. What was cutting edge ten years ago isn’t “cutting it” anymore. Today most of your prospects are active before they ever contact you, and deals are closing without you finding out until it’s too late (remember the 67%?). But prospects are sending signals – and we know where to listen and what to do about it.