How To: Combine automation with personal touchpoints to close more accounts. Presented by Jon Miller, CEO and co-founder of Engagio, at the Growth Marketing Conference
Jon is the CEO and co-founder of Engagio. He was also the co-founder of Marketo but struck off on his own to focus on account-based marketing and sales development.
75% of executives respond to unsolicited marketing material if it contains thought-provoking, relevant information; marketers must zero in on accounts and personalize their experience.
HOW TO: Combine automation with personal touchpoints to close more accounts
Having all of the data in 1 place allows you to personalize each touchpoint with comprehensive research and ensures that solid leads won’t fall through the cracks of an unorganized system.
Start building a solid foundation of data for each of your account prospects/customers →
Some of this can be automated, but there’s a lot of digging that still needs to be done by people.
Find free contacts on LinkedIn, or buy contact information here →
Jon advises hiring a freelancer for basic data entry and updating contact information →
Tier 1 receives the personal campaigns with human interaction at each touchpoint; Tier 2 can be somewhat automated with only a few human touchpoints; Tier 3 is basically fully automated using email blasts, with no human touchpoints.
Keeping track of all this data will require a CRM. If you don’t already have one, get started here free →
These gifts are inherently more engaging because customers know you aren’t doing it for everyone.
Help your executives keep their inboxes organized and enlist help for dealing with the onslaught →
Engagio’s 5-step integrated play: 1 — buy ads; 2 — Line up sales team; 3 — Send a direct mail package; 4 — Send an email explaining package; 5 — Send multiple emails from sales, marketing & executives, building a relationship company-wide and answering questions.
An example scorecard to measure teams together →
Help your teams stay organized and streamline their new team processes →