Right time, right message. We all agree it's the best way to resonate with our potential customers, but that doesn't mean it's easy to accomplish.
This year at document software company Nitro, we've made a concerted effort to look at our marketing program in order to evaluate how we can continue to shift away from the old school "batch and blast" method and move toward the "right time, right message" method we know drives sales.
As I reflect on 2013 (and review the numbers, of course!), I notice there were three major initiatives that brought us closer to our messaging goal:
predictive lead scoring, starting conversations with our customers, and ad retargeting.A New Way to Hit Your Numbers: Predictive Lead Scoring
At Nitro, we speak to individual users, plus small to enterprise size businesses. Trying to determine which messaging a contact should receive was a perpetual challenge for us, and it wasn't an ideal user experience to include the "business or personal" question on all of our forms.
We decided to look into predictive lead scoring to solve this issue. By studying and building a model around our historic enterprise deals, our lead scoring engine is now able to assign a predicted lead score to each of our contacts. The higher the score, the more that contact resembles an enterprise customer of ours.
We've integrated the scoring process with our web forms, so now a contact is assigned a score as soon as they enter our database. The predicted lead score, along with other information such as marketing lead score and website interactions, helps us decide what type of messaging a contact should receive (e.g. hard sell or soft sell), how frequently we should reach out, or if the contact should be sent directly to our sales team for follow-up.
It's only been a few months, and already our sales team has shared positive results about being able to get in touch with the right people more quickly.
How to Start Conversations with Your Customers
A while back, we launched a moderately successful educational email series to help users get acquainted with our software. While we were proud of the original idea, we noticed that customers weren't getting the best possible service, because the campaign didn't include a "reply to" email address that allowed users to ask questions or start a conversation.
When we revamped the series, we decided to take a more personal approach. Now, our product education emails come directly from our employees. For example, our Director of Product and Support discusses our customer support team; our Head of Security explains how we secure our software, etc.
The best part? Customers can reply to those emails and engage with a live person! Instead of noreply
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