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Personalization and Performance: How much revenue are you losing due to slow, infrequent, and impersonal follow-up?

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What factor decides whether your messaging engages a lead... or enrages them? The answer is, a believable personal touch. Gil Allouche, CEO of Metadata.io, and Gary Gerber, Head of Product Marketing at Conversica, unveil the secrets to achieving deep personalization, at industrial scale.

You can also watch the on-demand webinar at: https://youtu.be/LWxnogbP14g

Publicada em: Tecnologia
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Personalization and Performance: How much revenue are you losing due to slow, infrequent, and impersonal follow-up?

  1. 1. Personalization and Performance: How much revenue are YOU losing due to slow, infrequent and impersonal follow-up? Gary Gerber Sr Director Product Mktg Conversica Gil Allouche CEO Metadata
  2. 2. 2017 lead follow-up methodology and findings ● Of the 866 companies secret shopped, 667 (77%) under- touched their leads 2
  3. 3. The 4Ps of sales effectiveness PERSONALIZATION PERFORMANCE PROMPTNESS PERSISTENCE How quickly does a company follow up on an inquiry? How many attempts does a company make to follow up? To what extent is the email response personalized? What is the likelihood of the email landing in the lead’s inbox? Sales Effectiveness 3
  4. 4. Personalization: Companies are recognizing the importance 4 • More companies are including personalization elements in email communications • 72% of companies scored an A in 2017, compared with 53% in 2016 and 8% in 2015
  5. 5. Advertising and marketing lead the way in Personalization 5
  6. 6. More reasons to personalize email communications 6 1. Including a signature improves email response rates by 22% 2. Emails with a personalized subject line are 26% more likely to be opened 3. Personalized email messages improve click-through rates by an average of 14% and conversions by 10%
  7. 7. What good personalization isn’t 7
  8. 8. Elements to personalize the lead follow-up experience 8 • Include a personalized greeting • Use an individual email account instead of generic “sales” or “info” address • Mention specific product or service from lead’s inquiry • Add contact information to continue the conversation
  9. 9. The Conversica AI Sales Assistant gets personal 9 Like a human assistant… Unlike a human assistant… AI reads, understands and writes emails & texts as part of the Sales team. AI is infinitely scalable, works 24x7, no pre-judging leads, always politely persistent. Never has a bad day.
  10. 10. Personalized human conversations at AI scale 10 Sent Message Hi Bill I see that you downloaded our free software trial. I want to follow up to see if you have questions. Would you like me to set up a call to learn more? Thank you, Nicole S. Sales Assistant Sent Message Hi Bill Colby is working on this and would like to call you. Is (650) 555-7821 the best number to reach you during days? Have a good afternoon! Nicole S. Sales Assistant Hand-off and PAUSE Nicole, Sorry I didn’t get back to you sooner. I’m just trying the software now on my server. But I do have some questions and could talk to someone. Regards, Bill No, I’m working from home so have him call my cell at 650-555-2512. Bill We are set for a meeting next week. Thanks for following-up. Bill Sent Message Hi Bill I just wanted to follow up and make sure Colby got you all the information you needed. Did you connect with Colby? Thanks and have an awesome day!! Nicole S. Sales Assistant Alert to CRM, Sales Rep, Handoff Alert to CRM, Sales Rep Alert to CRM, Sales Rep Engage Qualify Follow-up AI Sales Assistant Human Lead
  11. 11. Engage these inbound leads Win back customers who’ve fallen out of touch Reach out before an event Go upsell our current customers Book an in-person meetingFollow up after an event Re-engage these inbound leads that have gone cold Engage and qualify partners Prompt Personalized Persistent Performance Personalized conversations take many forms 11
  12. 12. Performance: Very few companies score an A 12 • Email providers continue to improve spam filters, making it difficult for emails to get through • 67% of companies that received an A in Personalization scored a B or higher in Performance
  13. 13. Streamline & Scale Demand Generation 13 Output = Predictable Inbound Lead Flow 402,946 Total Impressions 6,482 Total Clicks 3,002 Total New Leads 2,402 Total MQLS 720 Total New Opportunities $647,390 Total Amount 13 Input = Historical Data From MAS & CRM A.I. Operator
  14. 14. Multivariate Experimentation on Auto-Pilot Operated by A.I. 14 14
  15. 15. Built-in Automation, Always learning 15 15 Pull from CRM Accounts & Contracts & Opportunity
  16. 16. Metadata + Conversica In Action 16 16 Challenge Can we deliver high-quality, inbounds leads from named accounts directly to sales for follow-up? Process Results After running automated campaigns for 2 months, our mutual customer identified 20 “Hot Leads” and is predicted to close 3-4 deals, with an expected ROI in the range of 60-80x for the campaign. 5. Identify qualified leads and flag them for sales 4. Engage leads using virtual sales assistant 3.automatically setup hundreds of ad experiments 2. Generate targeted audience 1. Identify the ICP from CRM data
  17. 17. Most companies have room for improvement across the 4 Ps 17 • Of the 540 companies that responded, only 36 (7%) received an overall A grade.
  18. 18. What can you do to improve lead follow-up? 18
  19. 19. Questions? See a live demo of Conversica’s Conversational AI following up on leads: Every other Friday @ 10 am PT: con.ai/fridaydemos The research report referenced in today’s webinar will be sent in the follow-up email Request a demo of Metadata to see how AI and Automation can boost your inbound lead flow: metadata.io/start
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