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Email Marketing Series: How to Make your Emails Impossible to Ignore [Video]

Whether you admit it or not, email marketing is still one of the most reliable marketing channels in terms of lead generation. That speaks volumes, because the fact that it is permission-based should make it more of a challenge getting them opened, the same way that it is a challenge for marketing minds to craft emails that get opened or get leads to convert. The point is, email marketing works. You just have to know how to make it work for you.


I’m sure there was a time when, upon opening and reading an email, you said to yourself, “What kind of trash is this?” or “I could have made a better email myself.” or something along those lines.


 Believe me, I know how you feel.

I’ve been in this industry long enough to have used all sorts of marketing channels — email marketing included — yet, there’s never a day that I don’t learn something new. Take email marketing for instance. New concepts crop up literally daily, but the fundamentals remain almost the same.

In this video series, you’ll learn not only the fundamentals but also some valuable tips and tricks that would improve the chances of your emails getting opened – from ensuring they’re mobile-friendly to making sure they’re as personal as possible. This video series is not a panacea for your email marketing ills, but if you use them, I’m pretty sure you’ll see some positive changes.

Really, I am one with you in your quest to never having an unopened email again.


 Episode 1: It’s All about Mobile

Mobile Marketing isn’t the future — it’s the present. And if you’re not exerting a significant effort in your mobile marketing, you’re already lagging behind the competition. This also applies in email marketing. In this episode, you’ll understand why it’s important to optimize your emails for mobile usage, and learn some tricks that’d come in handy along the way.


Episode 2: It Pays to Personalize your Message

Unless it’s from the state lottery department and it begins with “Congratulations!”, rare is the email that leaves an indelible mark in our busy daily lives. That’s because emails are not exactly the most personal means of communication. But it also doesn’t mean you should just be contented in sending run-of-the-mill messages that convey zero emotion or sincerity or both.

Pro tip: The more personal your emails are, the better the chances of them getting opened, and ultimately, getting a positive response. Here’s how to craft emails that would make the guys at Hallmark blush.   


Episode 3: Use a Catchy Subject Line

Books have synopses, movies have trailers, even sporting events have game previews where the protagonists tell the viewers what to expect come game time. Some, like boxing and MMA, make it even more interesting by making the fighters talk trash to each other, get into each other’s nerves and exchange blows even before the bell. That’s creating hype, that’s how tickets are sold, and that’s partly how fighters earn eight digits in less than an hour.

Similarly, that’s what should be done when writing an email. If you can sell it — meaning, make it interesting enough for the reader to open it and read the contents — just by the subject line alone, you should be inducted in the marketing gods hall of fame. See your ticket below.


Episode 4: Cut the Chase

Everybody is so busy these days we all need to be direct and straightforward. Most, if not all would agree if I said getting straight to the point works for most situations — in courtship, firing an inefficient staff, and even when doctors tell their patients their prognoses. I mean, I like details but unless it’s a really nice book or a series, I prefer knowing the meat of the matter ASAP.

Same is true with emails. Save the preamble for your novel. Just cut to the chase and tell the prospect what’s it about. Here’s why.

Here’s How to Have a Successful Email Marketing Campaign with Callbox

AskCallbox: What is a qualified lead?

Sales is a meticulous matchmaking process. You can’t just take all the leads and shove your product or service in their faces. Some prospects are a good match, while others are better off with some other company. Knowing which prospect is the right match for you is paramount. That’s why it’s important to know which leads are sales-qualified and are ready for the next stage in your sales process.

So what is a qualified lead?

I can give you two answers, one short and one long.

Short answer:

A qualified lead is a prospective customer with need, budget, and buying authority, and with a buying timeline that is in accordance with that of your company’s own projections.

You can stop after this sentence. If you want the long version, stay a while. A good match, after all, is worth spending a little more time with.

The long answer:

A sales-qualified lead is not just a name and a contact number. He or she is a prospective customer that has been researched and evaluated and is deemed ready for the next stage in the sales process. He or she has gone past the engagement stage, and by showing intent to buy a company’s products, is now ready to be pursued for conversion into a full-fledged customer.

Related: The 4Ws & 1H of a Qualified Lead

A qualified lead is determined by the company’s lead qualification process. This process analyzes which actions a prospect takes that show intention to purchase. A lead scoring process is employed to categorize prospects from the least likely to buy to the more serious ones. Ideally, sales, marketing, and quality assurance teams collaborate to determine which qualities a prospect must have and the actions he should take in order to move on to the next stage of the sales process.

While the exact definition of a sales-qualified lead may vary according to a company’s criteria in determining what a qualified lead is and what is not, as well as what it is selling and who you’re selling to, the BANT criteria is generally used. BANT is an acronym for Budget, Authority, Need, and Timeframe/Timeline/Time.

The BANT System

  • Budget
    Does the prospect have the budget to buy the product/service?

After all is said and done, it still boils down to money. No, it’s not love that makes the world go round. It’s cash. It doesn’t matter how much interest a prospect has shown in your product/service. If he doesn’t have the money, strike him off the list. And don’t feel guilty for missing out on him. There are others who can afford what you’re selling. Simple as that.

  • Authority
    Does this person have the authority to make a buying decision? Is he capable of getting an approval to buy your product?

Picture this: You’re a real estate broker. In an open-house, a thirty-ish man who says he just got married asks for a tour of a nice Mediterranean-inspired two-story overlooking the Pacific. His jaw doesn’t close throughout the 10-minute tour. He says he can’t wait to move in. You smell a fat commission.

Yes, you have a potential sale. But that’s all that is: potential. He may actually have the resources to acquire the property, but there’s a good chance he won’t be making the decisions alone. Clue: just got married.

In business-to-business sales, sometimes the person you talk to may lead you to believe in a possible sale. But consider the fact that, except for a few companies with unorthodox processes or eccentric bosses or both, corporate acquisitions almost always have to be approved by a panel or a committee or at the very least, a decision-maker other than the one you “theoretically” sold the product to.

So don’t call home to tell the kids to pack for a 3-day mini-vacay yet.

  • Need
    Does the prospect need what you are selling? Or, does the prospect have a need that your product can fulfill? What are the conditions that have to be satisfied before your product or service would be valuable to a potential customer?

It must be clear that we are talking about “need” here, which is a full upgrade from “want”. The rule of thumb is to ask whether or not your solution will offer prospects value. There are lots of reasons why a prospect might not need what you are offering.

For example, if you are selling software and it’s not compatible with your prospect’s system, there’s no point in pushing for a sale. Once you’ve established that there’s a certain NEED that needs to be fulfilled, one foot is in.

  • Time frame
    When is the prospect looking to make a decision (to buy)?

Like in most activities, time is of the essence in sales. In this case, it is important that your prospect’s time frame in buying the product coincides with your own, whether it is a deadline set by your boss or a certain schedule you need to have a sale in order to get that elusive commission.

There are also seasons in sales, and different seasons have different demands from salespeople. And because of this, sometimes it’s not just the right time for some deals to close.

Yes, time and timing matter!

Getting positive answers to the BANT questions isn’t the only deciding factor in classifying a lead as “sales-qualified”, but it is a critical indicator. Armed with this information, the sales rep can then focus on the prospects that are most likely to be converted to customers.

Here’s what you’ve missed!

Ask Callbox: Why would I work with Callbox or any lead generation company when I have an in-house marketing person and my own CRM?
Ask Callbox: Why would I work with Callbox or any lead generation company when I have an in-house marketing person and my own CRM?

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You may mention us on twitter along with this hashtag #AskCallbox or email us at askcallbox@callboxinc.com.

AskCallbox: Why would I work with Callbox or any lead generation company when I have an in-house marketing person and my own CRM?

I understand you are in as tight a spot as any marketing guy can be: it’s either a win-win or a lose-lose situation, there’s no middle ground. This is a legit dilemma.

Indeed, why would you hire some agency to do the marketing for you when you have an in-house team and your own CRM (Customer Relationship Management) platform at your disposal?

Simple: the best way to do lead generation is to not do any of it. Let the experts handle it.

Let me put it in perspective. Yes, you have a car. It is working fine. If your goal is just to get from point A to B, use it. Drive it even. But if you’re traveling cross-country and you want a stress-free ride and enjoy the landscape and not worry about anything else, rent a car. With a chauffeur.

Gain Expertise

You may know your product or service like the back of your hand, but you may not necessarily excel at other functions your product may require of you, such as lead generation. By outsourcing to an established marketing agency, you are putting a team of experienced and expert people at your disposal, giving you the advantage of generating the maximum return on your investment while still retaining control of every project.

Sometimes, in your quest to make all things great, you may find yourself donning several hats—quickly becoming a jack-of-all-trades and master of none. But in the marketing world, you have to be a master, especially when it comes to lead generation. Teaming with an experienced and successful marketing company allows you to lean on the experts when needed so you can focus on what you do best.

Related: Why ERP Vendors should opt in outsourcing their marketing processes?

Save Time & Money

Outsourcing your marketing efforts will save you time and money since a good marketing company can strategize, execute, and deliver your needs. It’s like getting all the perks of having a multimillion-dollar marketing staff at a fraction of the cost, and with no long-term commitment.

See, in-house marketing does not guarantee income. It may have its crest and troughs, but a business still needs to pay its marketing staff their salaries and bonuses depending on performance. Work with a reputable marketing firm and cut overhead marketing costs, as they will be replaced with as-needed costs based on your budget. As the business owner, you could start with a variable marketing budget and later on, as you can feel significant ROI, you can establish a fixed budget and develop a marketing plan. Or better yet, get the services of that same agency again.

Avail of Proven Technology & Efficient System

Most sales and marketing firms are not dependent on one person. They rely on a cohesive team of experts who have mastered every step of whatever process they have in place. Callbox, for example, works on a system of processes that functions like clockwork. We have technology in place for your campaign to run smoothly and successfully. We provide multi-channel lead generation services that are designed to help get you in front of your target prospects at the best time — when they are most interested and ready to listen to what you have to offer. Our SMART (Sales and Marketing At the Right Time) Calling system helps produce high quality sales leads by tracking exact times of lead activity and responding promptly at every opportunity. From emails, SMS, and postal mail sent based on pre-set triggers, follow-up calls made to opens and replies, website visits, and social media connections – Callbox ensures you spend time only on sales-ready leads. A proven technology and an efficient system are two benefits you may not have in your in-house team.

Get Fresh Insight

In-house teams can struggle to execute things they haven’t done before. The learning curve can be pretty steep. Having a seasoned agency handle your lead-generation campaign means avoiding a significant part of the learning curve. Aside from that, a lot of employees are very reluctant when it comes to talking about company sales, marketing strategies and efforts, or anything along those lines. Who would blame them? Most of the time, sharing an opinion that’s different from the one your bosses have can lead to all kinds of troubles. Marketing agency experts, however, will always provide an honest and objective opinion about your business.

Make the Right Choice

Outsourcing your marketing team is a critical decision for any company. Used correctly, it can bring plenty of value by putting your organization in expert hands. The key is knowing and understanding your company and its needs, and then choosing the right marketing agency to outsource for the future growth of your company.

Eager to experience more that outsourcing has to offer? Talk to us today and we’ll discuss your campaign.

Classification of Sales Leads: Hot, Warm or Cold

Learn the basics of classifying sales leads and start fine-tuning your lead generation process right away.

Video Transcript:

A typical telemarketer makes at least 140 live calls, talks to at least 40 decision-makers, acquires at least 10 fresh contact emails, and sends out reference materials to at least 140 contacts – all in a day’s work. That looks quite a lot to finish in a plate – unless you’re a foodie.

Do all these guarantee a Lead? Let’s see.

Each qualified lead follows a set of criteria. The number of qualified criterion of a certain lead will determine its classification. See below.

Hot Lead

Sizzling and sumptuous to your eyes…

Yes, it’s a Lead! This type of a qualified lead that meets all the required criteria which most of time is set. So how to know if it’s a hot lead, apply the BANT lead qualifying system.

B is for Budget

The prospect has set or prepared a budget and is just ready for disposal at anytime a project proposal is approved by the management.

Qualifying questions for this criterion would be:

Do you have a budget? How much is your budget? Are you willing to expend? What is your budget range?

A for Authority

The contact person you speak to could either be the Person In charge, or the Recommender. He should have the final word to either say “yes” or “no” to the proposal.

Qualifying questions are:

Are you the person in charge/recommender on this project? What is your role on this? Do you solely make the decision on this?

N is for Need

Need would always top the set of qualifying questions in a telemarketing script. When a need from the prospect is identified, this sends a signal of a brewing lead.

Qualifying questions may be as follows:

Are you looking into this type of product/service to improve your process? What product/service are you currently using? Have you encountered any issue? Are there any initiatives from your company to evaluate/replace your current system? What functionalities are you looking at?

T is for Timeframe

The point period from the time you spoke with the prospect to the planned or projected period of purchase or implementation of the new product or service.

Most qualifying questions would be:

When do you plan to purchase? When do you plan to implement the new system?

Download our FREE EBOOK, Weeding Out Junk Leads With Predictive Lead Scoring!

But BANT is not the only lead qualification framework. Just like you can use different recipes in cooking to make the same meal, lead qualification frameworks can come in a number of different formats. A few other options that stand out are MEDDIC, CHAMP, ANUM, and FAINT. All of these have significant similarities to BANT, but they can help you prioritize different criteria.

MEDDIC

MEDDIC is similar to BANT, however, it is focused more on the value your product can bring to a prospect’s company and focuses on the decision making process as well as understanding the internal workings of your lead.

M is for Metrics

The prospect needs to know that your product or service will have a positive impact on their company’s revenue, whether it be making money or saving it.

Ask yourself:

How much money will your product make for the lead’s company? How much money will your service save the lead’s company?

E is for Economic Buyer

Similar to the A in BANT, the E in Economic Buyer refers to the individual who has the purchasing power. The contact you are speaking with should be the one saying “yes” or “no.”

Most qualifying questions would be:

Is your prospect the decision maker? Is this lead in charge of spending money?

D is for Decision Criteria

There are many different factors that play into the decision to buy, so being mindful of the different elements of the decision making process will help you determine whether or not this lead is viable. Additionally, some factors may carry more weight than others. Just as you are making sure your leads are qualified, the prospect also has criteria to ensure your business fits their mold.

Qualifying questions for this criterion would be:

What factors determine whether or not the lead purchases your product? How important are these factors?

D is for Decision Process

Every lead has a process or pipeline for deciding whether or not they are going to purchase a product. Similar to the timeline criteria in BANT, this tells you how soon you may see results.

Most qualifying questions would be:

What is the process like for the lead to approve the purchase of your product? How long is the process?

C is for Champion

Every cause needs someone to helm it, so be aware of who is selling your product on your behalf internally.

Most qualifying questions would be:

Who is going to vouch for your product within their company?

CHAMP

CHAMP is a framework that prioritizes consumer needs and does not put too much weight into authority. Any lead can be a good foothold into an organization and help you get to the decision-maker.

CH is for Challenges

Challenges are the obstacles this lead is facing. Similar to pain points or meeting a need. Ask yourself how your product or service can help them. 

A is for Authority

Once again, authority asks the question: Does this person have the power to say yes or no to your product? If not, who does?

M is for Money

Determine how much the lead is willing to pay for your product.

P is for Prioritization

Identify the importance of this problem in relation to your lead’s other priorities.

ANUM

Some salespeople prefer ANUM because this framework focuses on building a relationship and puts the discussion of money and buying power at the end of the process. This builds familiarity before getting into the hard hitting questions about money.

A is for Authority

Like many other lead qualification frameworks, ANUM prioritizes identifying the decision-maker for purchasing your product or service.

N is for Need

Identify your lead’s needs and how your product can help meet them. This is similar to identifying pain points.

U is for Urgency

Urgency asks the question of if this lead is going to make a decision soon or if the process will take a long time. 

M is for Money

Finally, consider if the lead has the money to afford your product or service.

FAINT

FAINT focuses on leads that have a capacity to buy but no set budget, since many purchase decisions are not intricately planned out.

F is for Funds

In order to find leads with no set budget that would be open to more spending, you need to focus on leads with the biggest bank accounts.

A is for Authority

From there, similar to the authority role or decision maker role in BANT and MEDDIC, you want to find the individual who has the authority to call the shots on whether or not your product will be purchased.

I is for Interest

Once you have identified a lead with a large account and decision making power, get them interested by educating them on your product or service, particularly how your product or service can help their business.

N is for Need

Discover what their needs are and how your product or service fits into that mold.

T is for Timing

The final step in FAINT is to tie off the deal by getting your lead to verbally commit to buying from you and to establish a timeframe for this plan to go into effect.

Trends

Across all these frameworks, there are a few criteria that reappear. Many of these classification processes put a focus on finding the decision maker, identifying a need, and ensuring that the lead has the funds needed to make a deal in a reasonable amount of time.

Warm Lead

Well-plated and perfectly garnished, but tastes just fine… what’s the missing ingredient?

This qualified lead misses 1 or 2 criteria. But what makes it bagged the qualifying scale is that a Need was identified and the other 1 or 2 qualified criteria should be able to support the first. In most cases, the disqualifiers would either be Budget or Timeframe.

But don’t get easily discouraged, these leads are not wasted.  They could still be nurtured and you might be surprised in due time they’ll be contacting you again.

Check out this video on how Callbox nurtures your prospects who just aren’t quite ready for a conversation.

Cold Lead

So, who likes a bowl of cold soup?

A qualified cold lead has 2 or 3 disqualifiers and the remaining qualifier would be supported by the prospect’s agreement to take a look or compare setups between their current system and yours. This is the kind of lead which most of the time is set to KIV (kept in view), and further nurturing is needed. Business success is not achieved overnight. It takes time, effort, tools, skills and strategies to be able to reach your target results.

Related: Warm Leads Gone Cold? Here’s What You Can Do

Look at every lead as an edible opportunity. Imbibe hunger for it. Whether it’s HOT, WARM, or COLD, it’s still comestible, isn’t it?

Courtesy: freedigitalphotos.net

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