Turn Your Email Marketing Efforts into Actionable Sales Information
Marketing programs are most commonly geared to putting a high volume of prospects through the sales funnel. These efforts generally operate at a macro level, with metrics such as click and open rates measured in aggregate. The goal is to drive people to your website where they can fill out forms. However, generating sales leads can take time while your salespeople eagerly await your marketing results. This is why feeding your sales team actionable intelligence about people as they interact with your emails can provide the additional timely information they need to reach out and close more sales opportunities. This is done through an Active Lead™ report triggered by a ContentMX email newsletter.
Leverage Content to Reveal Interest
An Active Lead report pushes marketing metrics directly to the people in your organization who can make immediate use of the information. The Active Lead email is sent one day and again three days after the time of the mailing. The report contains key measures such as the open and click rate, but more importantly, it contains a section revealing recipient interest based on the content being clicked.
The first step is to build a ContentMX newsletter that is designed to incorporate high quality, relevant content and lead generating promotions. The content you curate or that is created is selected to fit an editorial calendar that covers the key topics and issues that concern your readers. Clicks to learn more about any particular item can then be used to identify reader interest.
The Active Lead report identifies the people clicking on the items and links in the newsletter. The items are listed in order from most popular to least along with the name, email address and phone number (if supplied in your contact data) of each contact.
Customers have used Active Lead reports to inform their selling efforts. In particular, gleaning interest from clicks can help guide the conversation during a sales call. Without directly mentioning the report, a salesperson can use this information to guide the sales discussion and move the prospect more quickly from interest to purchase.