In this webinar, I was joined by Daniel Cross, Director of Business Development at Verse to uncover creative strategies to leverage in an omnichannel approach to engage with leads.
If you’re in sales or marketing, you’re most likely familiar with how a lead lifecycle works. For most businesses, leads come in rapidly and representative typically outbound with a one-time phone call, yet oftentimes the lead on isn’t picking up or being responsive.
There can be numerous reasons for this:
Contacts aren’t in a place where they can talk on the phone
They don’t recognize the number and don’t pick up the phone
Would rather not communicate via phone
Think they’re being “spammed”
Don’t see immediate need for your product or service
They're just flat out BUSY
The list goes on, and the sad truth is most conversations rely on an automated sequence with a hopeful response...which is why personalization throughout channels is a must to get the most out of your strategy.
Uncovering the hole in the market...what’s missing?
The best in the business are working the top of the funnel with an omnichannel approach. With the pandemic and it’s circumstances, traveling and conferencing have nearly come to a standstill.
As a result, companies rely on Sales Engagement and Marketing Automation platforms - Outreach, SalesLoft, HubSpot, etc...but the best companies are figuring out creative ways to stand out. In doing so, some of the highest performing organizations have discovered how to STAND OUT across multiple channels.
Are there other channels to implement?
Companies have become extremely sufficient regarding the automation of emails, phone calls, texting, social engagement, etc. This is why Postal had to build robust relationships with the go-to platforms such as Outreach, SalesLoft, and HubSpot. However, such technology only covers digital process automation, and lacks the ability to break into the offline.
Postal’s integrations now enable teams to automate engagement in the real-world as well. For instance, setting up a campaign to include a gift or note within an existing workflow, or through a specific triggered event in their CRM. In addition, Postal has made it easy for the everyday marketer to incentivize attendees or form fills by sending a MagicLink containing an item to claim.
Verse saw a change in the market over the past 15 years. People were starting to become annoyed with constant phone calls from numbers they didn’t recognize. Verse realized that texting, which used to be invasive before unlimited SMS became the norm, was now the preferred method of communication for consumers. They began leveraging text in order to better connect and follow-up with leads. Their clients have much higher connection rates because of it.
Adapting to the changing times are tough...which is why leveraging Experience Marketing within existing strategies can be such a game-changer
There’s a trend taking place right now that wasn’t on the market a decade ago - the idea of “personalization at scale”. After the huge switch to automation in the early 2000s, relying on it can now be a tremendous downfall. Experience Marketing helps organizations add a human element to lead engagement.
Just a little bit of personalization goes a long way! Even something as simple as offering a book with a personalized note can get the attention you need to create an opportunity for your sales team.
Is "personalization at scale" possible?
Knowing your audience is key, and understanding that is integral to connecting with them. Postal has vendors who will go as far as writing a personalized note for you to send to anyone...prospect, lead, customer, even employees! What we’ve found is personalizing in the offline, similar to digital channels, is what establishes that extra level of trust to bring in more clients.
Most of our customers are those who’ve been on the receiving end of our mail or gifts - they were blown away by the thought of using Experience Marketing at the scale of channels such as email. Bringing in people and keeping them happy is enabling them to continue creating authentic connections in such trying times.
In the end, automation and personalization are like two polarized magnets pushing against each other. However, the Experience Marketing channel is certainly a new, underutilized opportunity to personalize at scale.