Continuing our series unearthing the secrets of Xeneta’s successful, fully automated, outbound marketing campaign, we get to the nuts and bolts of the tech used in this highly effective automation.
Alex: What were the primary channels that you used for outreach?
Fernando: Those that we believed we had the most control over and the ability to go deep with targeting – so email and LinkedIn. We leveraged those two in the beginning together with tools that enabled us to look more “Omnipresent”.
One key tool is the code automation platform Phantom Buster. We used it to scrape all the information from our Sales Navigator list which we would then put into an automated marketing campaign via LinkedIn. Phantom Buster connects with Drop Contact which returns validated emails.
We then sent that email to our CRM, HubSpot where it was added to a list and our template automated marketing email sequences.
Using all of these forms of automation, I could program outreach from one of my team members through LinkedIn and send the prospect an email from another team member. That avoided the prospect feeling bombarded by multiple contacts from the same person and improved the whole customer experience.
Alex: How many touch points and over what time period were you typically engaging with these folks?
Fernando: We ensured about 30 touch points in 30 days. That’s not as aggressive as it sounds, because we were using different channels. We used email and LinkedIn outreach from two different people and SDR’s would also send a text, make a call or leave a voicemail. Within that 30 days, the aim is to take a lead to an SQL.
That started with 10 days to take a lead to an MQL through an automated marketing combination of email and LinkedIn outreach.
MQL to arranging a meeting was a 20 day process. We could see the MQL engaging with the different types of automated marketing content and would score them as leads. A return visitor’s score depended on factors, like which landing page they clicked on, or if they signed up for other assets for example. The key metric here was for them to pass a lead score of 12 MQL.
Demand Generation connected once a week with our SDRs to share details of those prospects at MQL+12 and to agree on an aligned strategy between marketing and sales. Once the strategy was agreed, the MQL became an SQL. That’s when automated marketing campaigns stopped and meetings were booked. At that point Demand Generation handed over to Sales.
How do you deal with the leads that don’t convert to a meeting?
Fernando: It’s very ad hoc. During the meetings between Demand Generation and the SDRs we were super transparent and open about what really happened and why that particular prospect didn’t go further down the funnel.
Generally, those that don’t convert were either put on hold for a set amount of time, or into an automated nurturing sequence. We’d continue to offer them assets that are valuable to them. We clean up our CRM from time to time, and delete leads after about a year of inactivity.
The ocean freight industry has not traditionally been transparent. So, people really appreciate that the webinars, videos, and weekly updates that we incorporate in our nurture campaigns keep them informed of market movements. There’s a value in that even for those who are not ready to buy yet.
In our final article of this series, Fernando shares the all important metrics. Read it here.
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