Yes, it is possible to increase the number of business negotiations by registering the business cards acquired offline in the MA tool “BowNow” . The following is a general procedure, but it also depends on customer needs and business card content.
1. Register business card information in MA tool
If you have a large number of business cards in the past and cannot convert them into data in-house, use crowdsourcing etc. to digitize the business cards first. Registration is complete when you import it into the MA tool as CSV.
It is better to have a lot of information to register, but at a minimum, you can register if you have your name and email address (*). After that, if a lead who is interested in your product or service passes through the form, he / she will enter the company name and contact information, so if registration does not proceed for perfection, prioritize speed. It is also a good idea to register with the minimum amount of information.
* Which item is the minimum required depends on the MA tool. This is because each MA tool uses different information to identify a unique user.
2. Get as many leads as possible to visit your website with your first email
Next, we will send a “first guide” to the registered lead. It’s important to get as many websites as possible with this first guide. So you need to think strategically about what to guide first.
・ New Year’s greetings, founding ● Separation of the year
・ New information such as new products, new services, introduction of new employees, etc.
・ Limited content to send achievements and interviews with a password
And so on.
Once you come to your website, you can track who viewed which page and how.
3. Decide what action the lead will take to contact the sales force.
When a lead visits your website, you can see what they are doing, so the next action to take is to extract the “more interested (increased)” leads.
・ Downloaded product price list
・ A lead who downloaded a catalog after enthusiastically looking at a specific product visited the website again after more than a month and confirmed the same product.
Define “behavior that you are interested in” and decide what kind of approach you will take, such as when a user who takes that action appears, the sales person will call you.
Rather than calling or following all the business cards obtained at the exhibition equally, it is possible to efficiently extract users who are highly interested, which increases the negotiation rate.
4. Make a business negotiation over the phone
We will pass on lead information with a high level of interest to the sales department and try to make appointments for business negotiations.
At this time, make a call after seeing the behavior data. The requirements for the phone are “Did you see the email the other day?” And “How was the material you downloaded the other day?”, Which seems like a normal business phone.
Just by looking at the action log before making a call to understand what you are interested in, you will have a higher negotiation rate than making a random call.
As a personal experience, I have received calls like this many times, but when I was really interested in the business phone, I said, “I got a call at the right place. Just listen to me. Let’s see. ”
As with any information, it’s “spam for people who don’t need it, information for people who need it.”
So far, you can do it right after you install the MA tool. In addition, the essence of using MA tools is to develop leads and raise customer interest.
5. Classify content and develop leads
There are four categories of content from the target of who to show it to. For cognitive expansion, latent layer, quasi-explicit layer, and actual layer.
| Awareness expansion | Latent layer | Semi-explicit layer | Overt layer |
| Content planning to let people know that there is such a product | Content planning that reveals the needs of users who are unaware of their own issues | Content planning for specific examination | Content planning necessary for purchase / request |
| Industry trends, term definitions, statistical data, etc. | Case studies, application examples, interviews, etc. | Price / price, comparison with other companies, introduction flow, catalog, etc. | Data sheet, FAQ, request for quote |
For example, if a manufacturer of environmental test equipment has a content called “Glossary of Environmental Tests”, it is intended to increase awareness. People who want to know the term are not in the mode of wanting a product, but the content can be expected to attract customers to the website.
On the other hand, if the lead is watching the content “Flow of device introduction”, it is highly likely that they are considering it in earnest, and if it is the lead watching the video “Differences from other companies’ devices”. , I understand the necessity of the product and am concerned about the difference from other companies, so it is considered to be a semi-healthy group.
In this way, by clarifying the purpose of the content, you can understand the degree of interest of the lead. Then, by guiding the content for the latent layer to the lead of the recognition expansion stage and distributing the content for the actual layer to the quasi-explicit layer, it is possible to deepen the understanding and interest in your product. Is possible.
In what process will lead interest grow? It is effective to conduct hearings with the sales department regarding their psychology and behavior.
