Alerts in Marketing Automation: use them to increase sales in B2B

Happy businessman on the phone in front of laptop

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

How to improve sales-marketing cooperation

SALESmanago is a Customer Engagement Platform for impact-hungry eCommerce marketing teams who want to be lean yet powerful, trusted revenue growth partners for CEOs. Our AI-driven solutions have already been adopted by 2000+ mid-size businesses in 50 countries, as well as many well-known global brands such as Starbucks, Vodafone, Lacoste, KFC, New Balance and Victoria’s Secret.

SALESmanago delivers on its promise of maximizing revenue growth and improving eCommerce KPIs by leveraging three principles: (1) Customer Intimacy to create authentic customer relationships based on Zero and First Party Data; (2) Precision Execution to provide superior Omnichannel customer experience thanks to Hyperpersonalization; and (3) Growth Intelligence merging human and AI-based guidance enabling pragmatic and faster decision making for maximum impact.

More information: www.salesmanago.com

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