I'll look at the different engines we have in place when
Posted: Wed Dec 18, 2024 8:53 am
ANNIE: Sure. So what I do typically, like I mentioned,I walk in, and then I'll figure out which ones are working, so I will optimize each one, one at a time, ultimately, you wanna sort of place a big bet on one or two engines, and that's gonna be the one that's really gonna get you there, but you don't know that initially. So, you wanna, for example, let's say I'm walking into an environment, and this is a specific example. They had a sales loft in place and they had a ABM program in place and netherlands whatsapp number they had made a big bet on ABM, they had actually pulled out their water demand, gen waterfall, which I don't recommend. But it hadn't generated any leads. And so the first thing I did was optimize that and I realized, you know, they had three to six steps in their ABM emails. Well, you need 12 to 14.
In fact, I met with one of SalesLofts experts, salespeople, and they had the most statistics, and then the golden triangles, 12 to 14 touches. Everybody thinks you're gonna get somewhere with six emails, you're not. So, you know, the first thing I did there was get every email to 12 plus. Then, of course, it's a matter of, in that content what are you saying? You know, you've gotta be selling in those emails. You know, that type, ABM is really selling in digital format. So just think about, if you were looking to buy your solution, how do you break that down into unique differentiators, value propositions for people reading it, and then how do you make that really engaging and easy to consume, and fun to consume? Without playing games, without trying to be a comedian. You know, that kind of thing.
So, you know, once you get that engine cooking, then you can do things like add demand base to it, add high spot to it, so that you have customizable portals for people, or add Sendoso, so that you're adding that launch certificate, or a specific gift to someone. And then once you've got that engine going, you sort of move on to the next engine, and that could be webinars. I had an example of where we had a... I came into a business and they had a webinar engine. And they were... it was real inconsistent. Sometimes they did one, sometimes they did two, once in a while they did three. And some of the webinars were successful, and most of them weren't. And so, you know, I just looked at it and I thought, "Wow, okay, well, the webinars that are successful have one thing in common, they all feature third party speakers." And all of these third party speakers are in sort of this compliance legal space, it was a CPG company. So, simple solution. Let's do every single webinar with a third party. And then, why don't we be consistent and try to do three per month? And then we are recognizing that the webinars that are successful, we're launching demand gen at T minus six weeks.
So every single one has to be T minus six weeks. You know, we have to be done, and we have to have the abstract done, it has to be posted, we've gotta start driving demand at that point, etcetera, etcetera. And then, "Oh, how many steps do you do to invite people before? Oh five." And you know, so we came up with this process and then what do you do afterwards? And then how do you promote them on demand? And then how do you make them consumable afterwards? Well, you've gotta edit them.
In fact, I met with one of SalesLofts experts, salespeople, and they had the most statistics, and then the golden triangles, 12 to 14 touches. Everybody thinks you're gonna get somewhere with six emails, you're not. So, you know, the first thing I did there was get every email to 12 plus. Then, of course, it's a matter of, in that content what are you saying? You know, you've gotta be selling in those emails. You know, that type, ABM is really selling in digital format. So just think about, if you were looking to buy your solution, how do you break that down into unique differentiators, value propositions for people reading it, and then how do you make that really engaging and easy to consume, and fun to consume? Without playing games, without trying to be a comedian. You know, that kind of thing.
So, you know, once you get that engine cooking, then you can do things like add demand base to it, add high spot to it, so that you have customizable portals for people, or add Sendoso, so that you're adding that launch certificate, or a specific gift to someone. And then once you've got that engine going, you sort of move on to the next engine, and that could be webinars. I had an example of where we had a... I came into a business and they had a webinar engine. And they were... it was real inconsistent. Sometimes they did one, sometimes they did two, once in a while they did three. And some of the webinars were successful, and most of them weren't. And so, you know, I just looked at it and I thought, "Wow, okay, well, the webinars that are successful have one thing in common, they all feature third party speakers." And all of these third party speakers are in sort of this compliance legal space, it was a CPG company. So, simple solution. Let's do every single webinar with a third party. And then, why don't we be consistent and try to do three per month? And then we are recognizing that the webinars that are successful, we're launching demand gen at T minus six weeks.
So every single one has to be T minus six weeks. You know, we have to be done, and we have to have the abstract done, it has to be posted, we've gotta start driving demand at that point, etcetera, etcetera. And then, "Oh, how many steps do you do to invite people before? Oh five." And you know, so we came up with this process and then what do you do afterwards? And then how do you promote them on demand? And then how do you make them consumable afterwards? Well, you've gotta edit them.