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What are you doing with all the data you're getting from things like your CRM, your marketing automation system, and the Google Alerts you set up? Are you using it to find out more about your buyers so you can empower your full sales team to deliver the right messaging and content at the right time? If not, check out this deck!
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Today’s Presenters
Charlie Allieri, CEO/Co-‐founder, iLantern
Shawn LaVana , VP of MarkeEng, Postwire
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Discover
Connect
Deliver
Build
Trust
Sustain
The Value of Relevancy
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The Value of Relevancy
Email opens with relevancy/implemenEng trigger data – 500% CTR increase – via iLantern Phone calls with relevancy – Great Data, Trigger Selling, Standard AG Calling 80% Conversion Rate, 6 Days $900 per Forecasted Opportunity – via AG Salesworks
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A Few Key Terms
An event/s that has occurred in any given company that precipitate the need for your product or service.
trig ger noun\ˈtri-g"r\
IT BEGINS WITH KNOWLEDGE
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A characterisEc of a given company that helps add intelligence/perspecEve of that company’s posiEon to buy.
STAY INFORMED
At trib ute \a-truh-byoot\
noun
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The process filtering informaEon based on the ideal buyer.
SHOWCASE BEST
CONTENT
Cu rate
verb
\cur\rate
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Where do you find Triggers & A+ributes?
• News • Social Media • Corporate Websites • Contacts in your CRM/ MarkeEng AutomaEon
WEBSITE
SOCIAL
NEWS
CRM/MARKETINGAUTOMATION
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The Problem with Just News… • News is 83% repe77ve • News is NOT PROPRIETARY,
even if some vendors say it is • News is NOT PRE-‐
PUBLISHED
Changes often exist on CORPORATE WEBSITES before the news breaks
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Corporate Websites: The Hidden Gem
Management Team Changes on Websites
✴ Addition
✴ Removal
✴ Title Change
✴ Bio Change
More than just news
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Discover
Trigger data cuts out the Eme researching and hand delivers customers who want to buy
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Real-‐life Example
“Anyone who is willing to watch my Youtube video can have 20 minutes of my Eme.”
Charlie logs into iLantern portal and discovers that one of his leads has a cool Youtube video. After watching it, sends a note to his lead and gets this response:
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Connect + Deliver
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70% of buyers want to engage with salespeople early in the process, but only if they provide value. – ITSMA
“90% of consumers find custom content useful and 78% believe that organiza7ons providing custom content are interested in building good rela7onships with them.” – TMG Custom Media #RelevancyRocks
A Terrible Delivery Method
A More Engaging Delivery Method
Plus You Gain AddiEonal Data
Building a TrusEng RelaEonship
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Triggers Help Create Trust + Leverage
• Use trigger technology to discover event data and a+ributes • Determine best posiEoning based on data • Armed with knowledge, earning trust with leads becomes easier
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Sustain RelaEonship
Once relaEonship established an engaged customer is a repeat/happy customer and an evangelist for your brand ConEnue to engage them throughout their lifecycle using data and curated informaEon
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Life Cycle in AcEon
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Tweetable Takeaways
• Data is the key to relevant messaging and custom content
• Be Empowered as a sales and marketer, using relevant data to tailor lead’s and clients experience
• Build trust with relevant data – conversaEons always start with them, not you.
• “70% of buyers want to engage with salespeople early in the process, but only if they provide value.” – ITSMA
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QUESTIONS??
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THANK YOU! www.ilantern.com www.postwire.com
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