We receive a lot of business cards at the exhibition, but isn’t it the current situation that we are not following other than the prospective customers who are likely to have specific business negotiations?
Introducing how to follow using the MA tool (marketing automation tool). By using the MA tool, you can maximize the number of opportunities by connecting prospects (called leads ) that sales cannot follow.
1. Sort business cards at the exhibition hall
If you think “let’s organize it later”, you won’t know who it is, so we will sort the business cards at the exhibition hall.
Leave the interviewed content in a memo on the spot, set it with a business card, and divide it into three trays: “No prospect”, “Unknown”, and “Call immediately”. If you create a memo format in advance, it will be easier to write less.
Sorting business cards
“Call Immediately”: A business card that you can hear and find promising in the story. You need to follow immediately. “No prospect”: When there is no clear prospect, such as a student or a competitor. “Unknown”: If it is neither clearly promising nor clearly promising. Since we will follow up with marketing automation, it is okay if there are many “unknown”. There is no merit to increase “no prospect” by sorting nervously.
The business card you received will be registered in MA Tool and delivered by e-mail.
2. Automatically measure lead behavior and automatically extract leads with high probability
Clicked email delivery
A thank-you email will be sent after the exhibition, but it is important not only to thank you but also to visit the website. Place product and service links in your emails so you can see who is interested in what. This means that anyone who clicks on the product A link is interested in product A.
In addition, simply listing products and services can only meet the needs that have become apparent. (People who click on product A think that their problem may be solved by product A.)
Set up problem-solving content on your website so that you can set up links for each issue. For example, if the link is not a product link called “Industrial Waste Disposal Equipment” but a link called “Three Ideas for Environmental Noise Countermeasures at Industrial Waste Disposal”, it will be clicked thinking “Noise is a problem.” ..
Lead nurturing by ABM method
Reeds are inspired by emails and take various actions, but the MA tool BowNow we use does not count them as scores to “measure interest”.
In the prospect development (lead nurturing) phase, there are a method based on scoring and a method based on ABM , and BowNow uses the ABM method.
In the scoring method, the user’s behavior is measured by the score, and when the total score is ● or more, it is considered that the degree of consideration has increased. On the other hand, in ABM, “behavior of people with a high degree of consideration” is defined in advance, and people who match it are extracted.
The good thing about ABM is that it is “simple to operate” because it does not require scenarios or scoring. It is possible to prevent “there is MA” such as “cannot create a scenario” or “the person in charge who created the scenario quit and took over without knowing the situation” in MA operation.
3. Maintain a prospective customer base with e-mail newsletters
Sending emails to maintain relationships with prospects and to raise interest will increase the number of leads that move to the “revealed” (increased interest) status on MA tools. .. We approach leads that have become more interested by telephone, etc., and open up business negotiations.
The above is BowNow’s dashboard, which takes the flow from company IP to sales (A, B, C) on the vertical axis and the flow to negotiation on the horizontal axis, and the numbers of latent and actualization are automatically set based on the setting. It will be extracted. By deciding what kind of action to take for the lead on which side, you can operate it simply.
BtoB needs are more likely to “occur suddenly one day” rather than being nurtured. Therefore, we will continue to build relationships so that we will not miss the time when the degree of interest increases, such as browsing the website again. In this regular e-mail newsletter, “getting trust” and “showing expertise” are more important than selling.
4. Call and connect to business negotiations
Call the revealed leads and open a business talk. From here onward, the flow will be the same as before.
By doing this, it is possible to create business negotiations for leads that could not be followed by conventional “sales” alone. Realistically, 10% of all leads are now customers who say they need a product or service right away. It ‘s a waste to leave 65% of “future prospects “, excluding “no prospects” such as students and competitors.