Conversations

We’re being bombarded.

Over 45% of emails sent are spam, of which a third are advertisements.
John Oliver recently released a piece stating that roughly 50 Billion robocalls are sent a year — that number is growing quickly. Everywhere you turn, there’s an ad for something.

It’s now easier than ever for companies to blast out marketing and advertisements, and you’ve probably noticed. At this point, we’re over-stimulated with generic ads, deal + discount offers, and pre-roll Youtube ads. It’s questionable just how effective marketing campaigns and advertisements really are.

It’s almost as if companies and brands have forgotten about….people. They’ve forgotten that individuals like to have conversations to quickly determine value and get help. Thankfully, there’s a coming trend, “Conversational Marketing”.

First, how we got here

The way we engage with potential customers has quickly evolved.

In the 20th century, sales teams lived on their phones to call you and your mothers, hoping to get a sell (Think “Wolf of Wall Street” and “Boiler Room”).

E-mailing was soon introduced to the mix, allowing for quicker and a higher volume of interactions (we all remember the iconic “You Got Mail!” prompt). Folks could try and reach you across email to sell products and schedule demos.

Social media came along in the mid-to-late 2000s, creating a huge opportunity for advertising and influencer marketing.

It wasn’t long before automation appeared — auto-dialers, mail-mergers, and CRMs. Marketing teams could now reach leads at scale across multiple channels. Those who utilized marketing and automation benefitted — these teams were able to process more data, better data, and ultimately could serve more customers.

These innovations have changed the way we communicate, and have led to an ironic problem for marketing and sales teams — genuine leads with real personas have become faceless names on excel sheets. Call centers have taken up on calling “numbers” up to 15 times in a day, and teams look to make thousands of “impressions” on leads across the web.

Enter Conversational Marketing

It’s the ability the connect with customers in a real-time, one-on-one, personalized conversation. It allows for real insights from potential customers and genuine interactions between brands and people.

Conversation marketing is not a new concept; we’ve been having conversations with customers for centuries, and even the term itself has been around for at least a decade. But there is a renewed interest in conversational marketing because advances in technology and shifts in consumer behavior, can allow such conversations to happen at scale — we can have direct, 1:1 conversations with individual customers on their timeline.

Why It Matters

In a world where there’s more noise than ever and where it is more difficult to connect with prospects, it’s imperative to create and foster connections. Advertisements on social media, e-mail newsletters, and robo-reminders to input your credit card don’t cut it anymore. They’re a great way to get your name out and prompt action, but most consumers will need something more.

Brands and firms need to reach out directly to people, foster conversations, ask questions, and step in to provide expertise. You see, people buy experiences, not products; no experience is better than personal connections and conversations.

“People buy experiences, not products. No experience is better than personal connections and conversations”

Trends

We’re still in the early days in conversational marketing — this space will grow tenfold over the next couple of years.

The challenge in conversational marketing is how to engage in conversations with many potential clients at the same time without hiring an army of folks to create and manage these conversations.

Thankfully, technology is starting to be at the point where artificial intelligence can initiate conversations with prospects and handle many of the questions, interactions, and processes need to manage these conversations. This means that companies can use technologies like Drift and ScaleRep to hold conversations on their website, and over email, text, and voicemail.

 

Beat 2% – Increase Your Sales Opportunities

2%.

That’s the number of Marketing Qualified Leads that result in a sale.

It’s really no surprise – marketing teams funnel as many leads as possible into the top of the funnel. These are then handed off to sales teams, who are focused on closing new business, but end up spending most of their time chasing these prospects instead of selling.

Enter lead nurturing, one of the best methods for educating potential buyers at scale. From a marketing and sales perspective, it’s difficult to consistently nurture thousands of leads. The process typically takes a lot of time, numerous touchpoints, and requires timeliness and personalization in the communication process. Most organizations either pass on the burden to a large team of sales representatives to nurture leads at limited scalability or end up using marketing to engage at scale with the downside of blasting generic content.

The result? 98% of leads don’t result in a sale. These are missed opportunities with interested leads that just fall through the cracks. In fact, up to 40% of inbound leads never receive any follow-up. The majority end up sitting in CRMs that are untouched, but could amount to a huge increase in sales volume.

What if you could intelligently nurture at scale? Effective lead nurturing can yield a huge increase in sales volume and profit.

Screen Shot 2019-03-11 at 9.18.49 AM.png

Figure 1: Why invest in lead nurturing

ScaleRep

ScaleRep is your sales assistant that’s continually nurturing and qualifying leads, resulting in sales opportunities that otherwise would not have occurred. Your assistant engages with these leads in 1:1 conversation until they’re ready to book a meeting or speak to a sales rep.

whitepaper_convo_example.png

Figure 2: An example conversation of your sales assistant

 

Your ScaleRep assistant interfaces with marketing and sales, as well as your CRM, to nurture and qualify leads. She uses email and voicemail touchpoints to engage with the most ready leads, works behind the scenes to manage these conversations, respond within minutes, and makes sure no leads fall through the cracks.

Screen Shot 2019-03-11 at 9.29.15 AM.png

Figure 3: ScaleRep interfaces with marketing, sales, and your CRM

 

After implementing ScaleRep, our clients have massively increased their qualified lead intake, and have reduced the amount of time it takes for their sales reps to chase leads. Leads are now followed up promptly and persistently until sales meetings are set, or leads opt out.

ScaleRep’s assistant also identifies new sales opportunities by managing objection handling. ScaleRep’s assistant takes advantage of replies such as “I’m not the right person, but you should speak with my boss” or “Reach out to me in 6 months”, and engages with the right folks at the right time.

 

ScaleRep

We love helping businesses make connections that otherwise wouldn’t have happened. We believe lead nurturing is the hidden gem that ties your marketing and sales team together – a great lead nurturing process can be the key to great customer interactions and increased revenue. 😉

Interested? Have more questions? Visit our website to read more or book a demo, or e-mail us with any questions: info@scalerep.com.