Is Your Prospect Not Responding ?
1. Are you puzzled over low engagement rate ?
I keep working on my email copy, subject line, and value proposition. Open rates go up and down. Click rates are always lagging behind open rates. Sometimes up and other times down. We keep pondering over the next catch phrase that would get us going.
Engagement and responses are still a rare commodity. Are you in the same boat ?
2. Is Sales Tech Automation a Curse or Blessing ?
Well, It is not your fault. Martech/Sales Tech has evolved significantly and tools are not giving the ROI we expect them to do. That is how the marketing and sales has been. Getting a response from people you dont know was and is tough.
Mar Tech/Sales Tech has come up with the tools to send touch points to these customers. This solution is inherently flawed and requires a re-visit.
Why would you some one respond to you if she/he does not know you. Reader gets to know your tricks over a period of time.
There are higher chances of you getting unsubscribed and your mail box getting labeled spam.
3. Focus on Relationship With Prospects
Automated touch points would not help. All of them are predictable and boring. Here is something that can be done offline or online and by changing the digital channels (email, LinkedIn).
4. How to Build Relationships
There is no automated way to build relationships. After all, it is a human science. What OceanFrogs can do is provide those nudges and touch points. It is up to you to build upon it.
Question to you is: Do you know any human who does not like to be wished ? Well, i do. If you do know, please share the name.
Here are some touch points that OceanFrogs provides.
1. Congratulate! New Hire, fitting their customer persona.
2. Extend felicitations on new hires promotions. (Once a year)
3. Best wishes on their work anniversary. (Once a year)
4. Greetings on religious festivals based on their geography\religion.(Twice a year)
5. Touchpoints based on product launch, GTM outreach, press coverage. (Four times a year)
5. Is It Scalable ?
To keep this simple, Here is simple math.
if your customers have 900 accounts, this is how the numbers look like:
Number of prospects = 900 accounts * 2 decision makers in each account
Number of Touch-points = 1,800 * 4 = 7,200
relationship touch-points with your clients in a year. This can open more doors to prospects engagement for your customers. Remember, these are additional touch points… not your product touch points.
6. Does Relationship convert in my conversations ?
Tell me the last time you had a conversation and you were able to smooth sail ? I can recall perhaps 1 or 2 deals like that. Not much.
180 Open discussions Conversion = 1800 relationships * 0.1 %
Not bad at all.
Go and build relationships today. It would pay off. A healthy pipeline is waiting for you. It is all about soft touches between product driven touches. First thing that i liked in marketing was to give, give, and give more. It is the same approach with touches. Give them the human touch, make it about them.
Vinay OceanFrogs, PhD