Three Effective Ways to Address a Soft Marketing Pipeline in Challenging Times

We face our new difficult reality: the demand for tubes is, at best, stable.

It is not easy to take the issue further during this period of homework. Proven generators, such as industry events and direct marketing, have been canceled or are now irrelevant and may not provide the instructions you need.

But there is a silver lining: people spend up to 50% more time online. Now is the time to determine which ones are available for purchase and to devote time and attention to building the pipeline your organization needs to move forward and correct.

1. Maximize requests received by responding in five minutes or less

So, how do you get your representatives to reach the magic window in five minutes? You must process, enrich and assign the lead to the appropriate representative and you must do so within seconds of the lead’s arrival.

The automation workflow looks like this:

  1. The lead moves from the webform to the CRM or marketing automation tool (which must be synchronized bi-directionally).
  2. The lead is enhanced with a tool such as ZoomInfo or Clearbit, which allows you to obtain your phone number even if you have not provided one.
  3. The lead is automatically assigned to the appropriate representative based on your organization’s rules (by region, per person, etc.).

The tone of your involvement must, of course, reflect our new reality. However, immediate follow-up remains a powerful tactic, best used by companies today.

2. Let the buyer respond

In a perfect world, you can respond to requests received all day, but the reality is that not everyone who is ready to buy will come straight to your website and sign up for a demo.

This is what makes copper intent data so valuable and, with a smooth pipeline, it is even more indispensable.

To be ready to meet the business needs that your industry or competitors are looking for, you need to automate manual processes and make the data the buyer wants immediately actionable.

This is what a copper flow data stream looks like:

  1. When new highly targeted accounts are identified on the peer review platform, they synchronize with your CRM and enrich the data with your CRM contact information and other enrichment tools (for example, Zoominfo, DiscoverOrg).
  2. Highlight the contacts that interacted with your brand through touchpoints stored on your marketing automation platform.
  3. Automatically send critical buyer data to the appropriate sales representative or sales development representative on Slack or Teams, with all the information they need to act.
  4. Allow the representative to perform actions directly on the chat console, such as sending the account to a prospecting tool such as Outreach / Salesloft, to notify the ABM team to post advertisements or direct mail or a gift to send.

3. Provide incentives to participate in virtual events

Even before this global health crisis forced much of the world to stay at home, virtual events became viable alternatives to physical events, breaking down geographical barriers and giving marketers access to a broader and more diverse audience (and your data).

Now that virtual events are the industry’s only short-term conference option, competition for participation is tougher than ever. It takes more than an attractive email for someone to sign up and participate in yours.

Consider automating a gift for participants, such as giving them a gift card or raffling a bottle of wine. This incentive will help to increase participation and attention, leading to better absorption of your presentation and we expect future sales.

Let’s summarize

As we all navigate unknown waters without a clear understanding of what the future holds, marketers who use their data to redirect and maximize their efforts can help maintain and facilitate their organizations.

Powerful automation technology can drive these efforts, with more accurate segmentation, personalized involvement, and timely communication.