Most people will do a fair amount of research before buying anything – whether that purchase is something simple, like office pens and paper, or something larger, like software or equipment. Marketers who can put their company’s products or services in front of potential buyers during this search are able to generate potential leads to pass along to their sales team to qualify or even conduct a direct sale. These opportunities are possible with a tactful marketing strategy and open communication between marketing and sales, which can be easily facilitated through ClickDimensions’ campaign automations.
In a previous post, we looked at sending campaign automation participants down various paths depending on which link(s) they clicked in an email. That campaign automation is designed to distribute informative content, such as login credentials or training information. But, if you’re looking to leverage campaign automation to qualify leads for a sales team, then the use of a ClickDimensions form can assist you in capturing the necessary data for the next steps in your sales process. In this post, our example will be following up with attendees of a tradeshow. We’ve collected their information, but perhaps we haven’t closed the sale, and we need to gauge their interest level after the show. An easy way to automate the follow up and gauge the continued interest from the potential buyer is to use a campaign automation, marketing lists, email templates and a form.
In the below campaign automation, we start with an Added to List trigger. Using the ClickDimensions import tool, we’ve imported tradeshow participants into Dynamics and added them to a marketing list. You can also run an advanced find to create a static marketing list for the Added to List trigger, but you will want to check the Run on Entire List box within the trigger to ensure everyone on the list will go through the campaign automation.
Once participants are added, an email will be sent thanking them for stopping by the booth and containing a call to action to fill out the form if they wish to continue the conversation about the product or service your company offers. Make sure your form contains form fields to collect the person’s email address, as well as their interest in your products. Checkboxes can be a great way to collect this information, while still making sure you don’t overwhelm the potential buyer and leaving room for your sales team to collect more information on the follow up call.
In the next steps, we will be checking to see if the email is opened/clicked. If the first email is opened and/or a link clicked, they will go on the positive path and be added to a marketing list (think of this as a container, if you will) of participants that may have some interest. We will consider these warm leads. But if after six days the participant hasn’t opened the first email, they will go on the negative path. We will send one more email and see if any interaction takes place. If someone opens and/or clicks the second email, we will add them to the warm leads container. Adding participants to a marketing list will make for easy reporting and/or easy follow-ups in the long run.
After the emails have been sent, we will then want to check and see if the form has been submitted. If so, we can notify the sales rep from the tradeshow or perhaps another internal sales person. While a click from an email is indicative of interest, a form submission is a valuable tool to actually qualify your leads and vet their interests. If there was no email interaction after the second email or a person doesn’t fill out the form, then they are added to a cold leads list to facilitate follow up in the long run.
Again, the advantage of using this technique is to gauge the interest of the potential buyer. If the person opens the email, they have some sort of interest in your company. They are familiar with your company’s name and intrigued with what you have to say. The next step in gauging their interest is with the use of a form. This is really putting the ball in the participant’s court. If they would like to continue the conversation with someone at your company after the event, they will more than likely fill out the form and you can use this as part of your qualification process.