Poukisa estrateji maketing sortan ou echwe

lavant sortant

Genyen nan yon tantasyon pa moun nan nou nan endistri a maketing Anthrax rabè maketing sortant. Mwen te menm li kote kèk sot mache te di ke pa gen okenn bezwen ankò pou maketing sortant. Franchman, sa a bunk. Li nan konsèy terib pou nenpòt ki biznis kap elaji nan nouvo mache ak konekte ak kandida yo konnen yo pral fè gwo kliyan.

Si ou gen yon mak ki byen koni (tankou anpil blogueurs ak ajans medya sosyal fè), li ka pa nesesè pou ranmase telefòn lan epi fè apèl frèt. Pawòl nan bouch ak yon referans ka ase pou ede ou devlope biznis ou. Sa se pa yon liksye ke twòp konpayi yo genyen, menm si. Yo nan lòd yo tou de grandi ak simonte attrition, majorite nan konpayi yo dwe enkòpore yon estrateji maketing sortant. Menm lè sa a, gen anpil sa yo rele lavant pwofesyonèl ki konsèy yon nimewo o aza nan kontak ak yon pwospè anvan abandone yo.

Pifò estrateji maketing sortant echwe paske yo pa pèsistan nan rele sou kliyan yo ki nan firmografik kle yo. Nou diskite sa a pral Bill Johnson - ko-fondatè Jesubi, yon lavant prospeksyon zouti automatisation ak yon patwone Martech.

Pouvwa Persistence

Pati nan rezon ki fè Bill te vin yon kwayan gwo nan pèrsistans pwofesyonèl ak poukisa yo bati Jesubi ale tounen nan jou byen bonè yo nan Aprimo. Desizyon an te pran pou rele mache jiska 12 fwa sou yon peryòd 10 a 12 semèn ap eseye jwenn yo nan telefòn nan kondwi yon konvèsasyon. Paske Aprimo te vize ekip maketing Fortune 500 yo te gen anpil moun ki sib.

Li te tou trè, trè difisil jwenn kandida yo ranmase telefòn nan oswa retounen yon mesajri. Merrill Lynch te sou lis sib yo ke yo te genyen 21 non maketing sib ... soti nan CMO, nan VP nan Maketing Direktè a nan Maketing Entènèt, elatriye Direktè Maketing Kliyan Prive finalman reponn telefòn li sou 9yèm tantativ la. Li te 18yèm moun ki vize a. Li aksepte yon òf pou fè yon reyinyon, tounen yon pwospè solid, e li te kondwi yon kontra milti-milyon dola. Si yo te sispann rele apre 6 tantativ oswa sèlman yo te rele 4 moun nou pa ta janm gen yon konvèsasyon avè l '.

Jesubi dènyèman te fèmen yon kontra avèk yo Xerox. Reprezantan Bill la te rele yon VP nan Komèsyal 10 fwa sou yon peryòd 7 semèn. Li aktyèlman rakwoche l 'sou 2yèm tantativ la :). Li kontinye rele ak sou tantativ 10yèm l 'li aktyèlman te di mwen menm mwen pa moun nan dwa tanpri rele SVP nan Komèsyal. Reprezantan mwen an te rele l 'ak sou tantativ la 8th li ranmase telefòn li di, "Mwen se yon nèg difisil yo ka resevwa yon kenbe nan ki jan ou te fè li?" Reprezantan Bill la eksplike pwosesis li yo ak ki jan Jesubi te ede. Fotokopye mande yon Demo gen sou tèren an ak kèk semèn pita Jesubi te gen yon kontra itilizatè 50.

Ni youn nan egzanp ki anwo yo pa ta fèmen atravè maketing Anthrax paske kandida yo pa t 'kap chèche solisyon an. Ni youn ni lòt pa ta reponn a mesajri. Ni youn ni lòt pa ta fè biznis ak konpayi respektif yo te gen reprezantan yo rele sèlman 6 fwa oswa atravè 4 kontak. Pouvwa a konnen ke li pran pèsistans ak konnen ki sa ki pèsistans yo ta dwe.

jesubi

Jezubi maksimize lavant pwodiktivite ak rapò perspicaces ak swiv konvèsasyon aksyon. Ekonomize tan ak vann plis ak yon sèl-klike sou ekran apèl, otomatik swivi, ak zouti rapò pwisan.

3 Kòmantè

  1. 1

    Thanks as always Doug, first off sounds like a sales automation solution well worth further discovery, and secondly your post caused some good conversation about start-ups and our local community.

  2. 2

    There’s a point of diminishing returns. With the B2B clients we work with we’ve found that after 8 attempts of phone and voicemail outreach, the return or engagement rate drops off dramatically. Persistence is all well and good until you become an annoying pain in the ass, which hurts the perception of the company and the brand. Of course there are exceptions where sales “coaches” will get on stage and talk about the inside sales rep who made 87 attempts and developed the sales of his life. That is the exception. If someone calls me 12 times when I haven’t responded, I’m about ready to launch a nuclear missile at their business. It’s important know when to lay off and put the contacts in a nurture program.

    cheers,
    Brian Hansford
    Heinz Maketing
    @RemarkMarketing

  3. 3

    First off, I love talking on the phone. Why? Because I do it so seldom, and that’s by design. If I’m talking to someone, I’m normally buying or selling something. I get probably two dozen calls per month that I want to take – the other 2 to 3 hundred (I checked our VOIP system just now) are B.S. that I despise. It sounds like sales prospecting automation hopes to increase that number. Let’s be frank – that’s not going to bode well for the chap on the other end of the line. Why? Because I don’t believe anyone is going to call me with a solution I haven’t already looked into – and if it held value I’ve already reached out to them. This closed-minded, over confident approach is what makes up some of the attributes of my buyer persona – I’m an early adopter who buys on value and prefers digital channels – even social – to research and build the solution set that drives my business.

    So, the point here is that no matter how many times I’m called by any system, it’s not my preferred channel – and it frankly won’t work, people have tried. That doesn’t mean it wont work for others, if fact the examples above show that it will – however I think it also demonstrates that a buyer persona exercise is a true top of funnel segmentation exercise that all marketers can benefit from. One stroke doesn’t work for every folk – and it isn’t determined by job title, company size or even buying role – it depends on personality. Whether the solution is marketing automation, or sales prospecting automation there’s no substitute for knowing who you are talking to. And once you do get them on the phone, the conversation will be all the richer for it.

    Justin Gray, CEO
    LeadMD
    @jgraymatter, @myleadmd

Ki sa ou panse?

Sit sa a sèvi ak Akismet diminye Spam. Aprann kijan kòmantè ou a trete.