Marketing puts in a lot of time and resources to deliver leads to sales each month, so it's understandably discouraging to hear, "These leads are no good. They’re not in my target accounts." But what if you could guarantee leads within target accounts, even leads relevant to current opportunities sales is working?
One of the easiest and quickest ways to deliver relevant leads is by concentrating your email marketing strategy on sales-targeted (best fit) accounts and mining your reply emails for Account Based Intelligence.
With spam email messages now accounting for more than half of all emails (56.87%), it's no surprise people are fed up. Despite the Federal Trade Commission's CAN-SPAM Act that protects consumers against unwanted emails and carries hefty fines for offenders, spam continues to get through. While major email providers have built-in spam filters, consumers and businesses alike have additional options for further blocking spam. In combination with sophisticated corporate spam filters, many organizations are choosing to add Sender Address Verification (SAV) technology as an extra layer of protection against unwanted emails.
Website Builder recently published an infographic showcasing 119 facts about email marketing -- and you may be surprised about a few! I went through them and wanted to share a few important stats that support what we’ve been saying about B2B marketing and best practices for ABM email campaigns.
Savvy marketers have long seen the value in monitoring campaign reply emails for Account Based Intelligence (ABI). With the strategy gaining in popularity, organizations are no longer content to idly watch replies jam up their marketing inbox. The information in the replies has been proven valuable enough to warrant an investment in mining it, whether that's an investment in personnel to manually review each email; or an investment in technology that automates the process.
Disclaimer: We're not talking about telling your employees to go "recharge;" although, taking a break from work does have some pretty great health benefits. So maybe you should!
What we're talking about is taking advantage of this downtime to refresh and beef up your database by continuing your typical email cadence. Yes, you heard that right. Sending emails in the summer is a fantastic way to increase your reply rate, and increased replies equal greater intelligence about your accounts and leads. This way, when your sales team is back from luxuriating on their own summer vacations, they'll be ahead of the game versus trying to play catch up.
According to Craig Elias, founder of ShiftSelling.com, the first company in wins the sale 74% of the time. He frequently talks about this concept of "trigger selling," and the advantages of identifying sales trigger events early. But today we're going to take a look at Craig's creative marketing hack for turning what most sales departments perceive as a 'loss' into 4 new prospects. And how LeadGnome's reply email management solution takes that hack even further by uncovering Account Based Intelligence (ABI) that gives your sales team a huge time advantage.
The modern marketer has no shortage of channels and strategies to reach customers. Yet, there's one channel that has withstood the test of time, always managing to stay ahead and come out on top, even when many proclaimed social media would be next to reign supreme.
Warmer weather is officially here, and it's time to throw open the windows and dust off … that database! That's right. Spring cleaning isn't just for windows anymore. The season of new beginnings is a great time for “out with the old, in with the new” -- data!
If this is one of those onerous tasks you try to sweep under the rug each year, then it's time to discover the power of reply emails.