Here is a typical scenario:
Marketing is sending email campaigns and some emails are bouncing back. Marketing would like to give visibility to sales on which of their leads bounced.
Why should sales care about invalid email addresses?
Most of the time, email addresses are bouncing because the person left the company. So knowing that suddenly one of your lead has left the company is a good opportunity to reengage with this account. Sales could call to find out who replace the person that left and and create a new lead.
On the other hand, for you clients, if suddenly your internal champion leaves the company, you want to make sure you reach out to the account to help them continue to use your product. The last thing you want is to loose an account because someone left the company and you were not aware…
Now you can do it easily using Marketo and Salesforce.com!
Watch this 4 minutes tutorial video to learn how to setup properly both Marketo and Salesforce.com.
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Online Marketing the weapon to generate leads. But when it come down to generate actual sales, nothing can beat a phone call in the lead nurturing process. Here a B2C example that worked:
I was having a beer with friends on a Friday happy hour when I suddenly receive a call from a Mexx clothing store. The person told me that a super 50% sale on everything was starting today. The person made me feel unique by telling me that this offer was for selected clients. I asked her what “Selected” mean and she says that because I had already purchased at their store, my name was in their database and they were contacting all of their customers.
Never the less, the day after, I went to the store, which is a 30 minutes drive from my home and I bought for 280$ of shirts and pants. On my way back, I drove by another Mexx store, literally 5 minute walk away from my home in Montreal and I realized that the super 50% sales was actually in every Mexx stores.
That made me wonder why I went so far when I could have go there at the first place. Furthermore, why did I actually buy some cloths? I was absolutely not planning any clothing purchase…
And because I’m a marketer and like this kind of situation, I dug a little deeper. I looked in my emails (I’m a subscriber to Mexx newsletter) and realized that I also received an email announcing about the 50% sales few days prior.
But neither the email nor the closest store made me think about purchasing cloths. The only driver is the phone call. Sure the 50% offer is very compelling, but I was exposed to it on other channel and it did not trigger the desire to buy.
I drove 30 minutes to spent 280$ simply because I got nurtured by phone. Period.
Lead Nurturing + Right Channel + Right Messaging or Compelling Offer = Sales
And Yes the phone is a strong channel when properly used…
About 2 weeks before Christmas, my girlfriend and I were walking on the Street by a cold December day. Suddenly, a girl in front of a chocolate store offered us a free hot chocolate. No obligation. All we had to do was to walk in the store to pick it up. On our way in, we noticed all their Christmas shape chocolate. It was like fine art! We picked up our drinks and left without buying anything.
One week later, my girlfriend was still looking for last minute gifts and she suddenly remembered the Chocolate Store. She went back and actually bought for more than 40$ of chocolate gifts.
The initial offer was pleasant enough so we remembered it very well. If the offer would have been something like “Get a free Hot chocolate with a 10$ purchase” for example, we would have not even walk in the first time…
Marketing is all about creating a relation with customers. Not generating immediate revenues. I know it is kind of obvious, but I though a simple day-to-day life experience was cool to remind all of us!
For us who work in technology, we sometimes don’t really appreciate how new technology can evolve some of the basics because we are constantly looking for the new thing that will come out. But today, I witness how simple things came become way better with a little help of technology.
I went to the dentist for my annual cleaning. They updated my file by taking pictures of my teeth. Yes, they took about 12 pictures inside my mouth and saved them in my file. Now next time I will come they will be able to compare the evolution and everything a dentist would like to check.
Ok, no big deal, no revolution. But I just realized how technology can create brand new businesses. Camera and PC are taken for granted now, but with the quality of image that improve all the time, the fact that cameras are now small enough to fit in a phone, all you need is to find a new way to use them. The camera look like a tooth brush with a larger handle and when a picture is taken, a couple a small LED light up and Click… Your teeth are on the PC.
You bundle that with easy to use software to manage picture for each client and you have just created a brand new business that sells a very powerful product that every Dentist in the world will want to use. No need to invent new technology, just sit back and look where new technology can be use and you may find the next holy Graal!
Now the next step for that industry is marketing! Can someone tell me why I do still need to take a piece of paper to note my next appointment and that the receptionist will call me the day before? Please send my appointment to my calendar (Google…), remind me by email and why not sending me 2-3 offerings during the year… Now we are talking CRM… Apply what I just mention above and you might be on the edge to create brand new SAAS for Dentist Appointment Management based on Salesforce. No technology development, just packaging and commercialization…