Welcome to the Marketing Impact Vlog!
A few months ago we did an article detailing ten ways to engage your prospects so they respond to your sales follow-up attempts. Today, we’re going to focus on the three most important strategies you have to get right in order to see success in your marketing and sales follow-up attempts.
To keep it easy to remember, we’re calling this the Three T’s of follow-up mastery: Timing, Tactics and Tools.
Adam, what do you think about these three things? Will they actually help more prospects respond to our sales teams’ follow-up attempts?
ADAM: Yes, I really believe they do! I think each one of these is important by itself, but they also work together.
I’ll start by talking about the first essential strategy: TIMING.
With TIMING, we’re referring to all of the touches and interactions you have with a prospect after they subscribe or engage with your company. This means you’re following up promptly after that first connection either with marketing automation or sales activity, or both, and that the timing of your interactions after that first touch is just enough to keep your company top of mind, but not so frequent that your marketing or your sales team becomes annoying.
A word of advice here, even if you think you know how long your teams and systems are waiting to follow up, it’s important to keep tabs on this stat. It’s easy for automations to get turned off or expire, or for follow-up times to lag if they’re not monitored well.
NICOLE: Good point. So once you get your timing down, the next T to increasing lead response is to master your TACTICS.
In other words, leverage best-practice methods that are proven to get your outreach noticed. We covered a whole list of tactics at length in the blog article, but at a minimum, you want to make sure you’re using Relevancy, Transparency and Reciprocity.
- The Relevancy tactic means your communication is staying dialed into the right topics for a given contact.
- The Transparency tactic means you are giving them a “what to expect” so they start to see themselves doing business with you before you close the deal.
- The Reciprocity tactic makes use of our human nature to reciprocate when offered something of value.
These three TACTICS alone can transform your follow-up engagement if you’re not doing them.
ADAM: Yes! And speaking of value…that’s a great lead-in to the last T of Follow-up Mastery: Use TOOLS
Making every interaction memorable is key to increasing response rates, and finding innovative ways to provide value to your prospects is a win-win.
Instead of sending content marketing in the form of articles and reports, provide insightful surveys, tests, ROI calculators, and other tools for your prospects to use to help them move along your process.
Another great tool is simply your sales team’s calendar! Think about offering the ability to schedule a meeting with your team early and often. Putting the power of scheduling into your prospects’ hands keeps them feeling in control of the process. When they are in control, they are paying attention! People are far more likely to keep commitments that they actively signed up for than those that were given to them.
NICOLE: That’s a great point, Adam. As I said in the beginning, you can check out the full blog article for more ideas to get your prospects to respond to follow-up attempts.
But if you’re short on time, or wanting a quick way to assess where you might have gaps, use this three T’s framework: Timing, Tactics and Tools to cover your bases.
We’d love to know YOUR top strategies for increasing lead engagement, so share them with us in the comments below!
Until next time, remember to Grow Your Brand…and Drive Demand!