At TOXPAND, We follow the same strategy and best practices for our leads, placing an emphasis on solving customer problems and educating decisionmakers on solutions.
Our CMOs met at PipeGen conference, I hear you've been doing great with MQL programs
Also heard typical challenges that Marketing & Sales struggle to align on messaging and structure for their MQL follow-up. How are you ensuring Sales stays consistent & accountable with that messaging to avoid wasted time and lost spend?
Our guide helps improve this alignment with a specific playbook to fix this and drive up conversion rates. Reply if you're interested
WHAT IS YOUR VALUE PROP?
WHAT CUSTOMER PROBLEMS WILL YOUR SOLUTION SOLVE?
WHICH PERSONA ROLES DO YOU TARGET?
WHAT INDIVIDUAL PAINS DO THOSE PERSONAS FEEL?
A CUSTOMER STORY OR CASE STUD
A 2nd CONTENT PIECE RELATED TO THE PRIMARY PIECE.
DOES YOUR SOLUTION REQUIRE ADDITIONAL EDUCATION AROUND THE TOPIC? IF SO, WHAT MATERIALS/MESSAGING DO YOU HAVE TO SUPPLEMENT THE SEQUENCE?
Professionals download content ALL the time – and infrequently read them. The path to capturing their attention isn’t in having them strictly recall something they downloaded, but rather in solving problems/pains in their business.
Immediately take them out of sequence. Read their email and listen to what they are saying on a 1:1 basis. Reply accordingly – but pick up the phone to them first. The expert recommendation is a triple touch across email, phone, and another network like LinkedIn, all in quick succession, with accompanying touches over the next 2 weeks.
A good ABM strategy and sound prospecting involves targeting multiple stakeholders at a company. “Don’t put all your eggs in one basket” - continue personalized messaging to other contacts and work to develop a relationship with them as you would everyone else. Buying committees are complex, and you’ll want plenty of input and support from other stakeholders.
Eliminates the need for long sequences. If we cannot garner a positive response focused on two main customer problems in the business, then the lead is not the right fit/ not the right fit right now, and we should move on
For all leads, there is at least one positive expression of interest in your company (the content download.) If a lead..
this is a warmer lead! If these levels of engagement are found, consider an even more personalized approach.
Vidyard is a free plugin that allows you to record and send video messages via email. LinkedIn’s mobile app offers a voice note function, as well as the ability to create SmartLinks to send content to track opens and viewing time.
Work with your leader to take a personalized approach to further differentiate yourself and identify future touchpoints.
ime to move on to other accounts/leads. But there’s several things you can do: