For B2B sales alerts are one of the most precious Marketing Automation feature, helping salespeople react in the real time: just when a lead shows a need to learn more or to buy. That way you can approach your user according to her pace. See how to use alerts in practice.
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What is an alert in Marketing Automation?
Alert is a message sent automatically to the salesperson (or another member of the staff) to attract her attention to a lead whose relationship with the brand is about to evolve.
Alerts might be triggered by:
– reaching pre-defined scoring
– visiting a given website (like price list)
– lack of activity
– clicking an email
– downloading an ebook
– attending an event or a webinar
– watching demo
– registering for the free trial or freemium.
The pick of events that trigger alerts depend on the specifics of your business and audience. Avoid setting too many alerts: you will be flooded with notifications and will find it difficult to spot critical ones, on which you should react immediately.
Examples of use
• Lead who was inactive for some time visits your website: sometimes you lose a lead because of objective reasons, and then the circumstances change and your prodigal son goes back. When you get an alert, check lead’s card in the CRM. Remind yourself: what does she know? What problems is she facing? And call! You’re prepared to that conversation and your lead now has time to think about your offer again.
• Lead downloaded an ebook: some actions provide you a perfect starter for a conversation. For example, if a lead downloads an ebook about a tool X, take a look at her contact card and write a short message about how to implement X at her company. Let her know that you can answer all questions that arise.
• Lead doesn’t visit your website or reacting to emails anymore: are you losing a lead? If you act quickly, it can be saved. Reach out. Ask what is the problem. Even if she doesn’t come back, you get valuable feedback.
Why use alerts?
There’re numerous reasons:
– you reach out to leads when they’re interested. That way you don’t waste their time,
– you can organize your work better and can prioritize
– contacting lead at the right time increases the likelihood of sales
– you can personalize sales process for each customer
– you identify hot leads quickly and work on them as soon as you spot them
– you react in real time
– you can quickly respond to problems. For example, if a customer hasn’t visited your website for a long time or reads your “Terms&Conditions” passionately or shows any other sign of discontent – react. Offer help before she complains.
– The alignment between sales and marketing grows stronger.
Read more:
How to set alert in SALESmango
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