In our most recent webinar, Using Tech Intelligence to Identify, Prioritize, and Engage Your Prospects, we partnered with industry leaders, Paycor and PFL. During the webinar, our speakers had an insightful discussion about:
- Identifying and prioritizing the accounts that are most likely to buy
- What insights you’ll need to always be relevant in your outreach
- Using tactile marketing to attract and keep the attention of your buyers
Watch The Webinar Now
Using both technology intelligence from HG Insights and tactile marketing automation from PFL, Payor was able to achieve 209% of its opportunity generation goal. To learn how you can use both digital and tactile marketing to accelerate your success, watch the webinar on-demand now.
Identifying and prioritizing the accounts that are most likely to buy
According to TOPO research data, businesses that have a strong ICP and use it to guide their account selection have a 68% higher account rate than those who do not. Evidently, it’s very beneficial for businesses to identify and prioritize their best-fit accounts before reaching out and engaging with them. In this webinar, we cover how relevant insights, such as technology install or IT spend data, help businesses identify the right prospects and engage them with relevant outreach. However, before this process, it’s crucial for businesses to constantly revise and update their ICP, ensuring they are always reaching the accounts that matter most. A black swan event like COVID-19 is a prime time for businesses to redefine their ICP and identify which of their accounts have the highest revenue potential.
What insights you’ll need to always be relevant in your outreach
Since COVID-19 hit, outbound emails have increased by as much as 67% while response rates have decreased to as little as 25%. It’s clear that outbound email marketing is not enough unless it’s paired with other channels and can grab the attention of your prospects with timely and relevant messaging. For example, prospects are 75% more likely to engage with outbound content that speaks directly to their pain points.
In order to be relevant in your outreach, you need to have an in-depth understanding of your prospects. This way, you can create targeted messages that communicate the specific ways your solution solves the pain points of each of your prospects. Additionally, an understanding of your audience gives you the opportunity to position your business as a thought leader or lead with empathy in your messaging.
Using tactile marketing to attract and keep the attention of your buyers
Once you have identified your best fit accounts, you still have to ensure that they are engaged and responsive in your conversations. Lately this has become harder as now that everything is digital, people are becoming fatigued with traditional outreach strategies. However, with the right list of accounts, tactile marketing is an excellent way to engage your prospects and show them that they are valued. For example, when COVID-19 first hit PFL, the success of their outbound outreach was at an all time low and they were booking meetings at a rate of 0.9%. However, by implementing tactile marketing automation, PFL’s rate of booked meetings jumped to 9.8% — a staggering 9.9x increase!
When developing a tactile marketing campaign, it’s essential to send out engaging pieces that provide value to the prospect—these do not necessarily have to be expensive. Additionally, your sales and marketing teams must be aligned on the campaign so that they can follow up with each prospect in a timely manner.
These are just some of the topics covered in the webinar. If you’re eager to learn how to increase the ROI on your marketing campaigns by 20x, watch the webinar on-demand now!