Omnichannel Communication: Personalizing on all sides of the sales funnel

Nov 23, 2020 | Coaching, All, Blog, Sales and Marketing

[Ben Jablow, VP of Alliances at Postal, and Daniel Cross, Director of Business Development at Verse uncover an omnichannel approach to getting creative with lead engagement.]

If you’re in sales or marketing, you’re most likely familiar with how a lead lifecycle works. In most businesses, leads come in rapidly and representatives are typically outbounding with a one-time phone call, yet oftentimes the lead on isn’t picking up or being responsive. 

Any sales and marketing team knows how a sales cycle works with leads. In the majority of B2B and B2C businesses, the lead is generated and a salesperson or inside sales agent (ISA) responds with a phone call. However, and this is where the common struggles lie, many leads aren’t answering the call whatsoever.

Here’s some possible reasons why:

  • The lead is in a busy environment and can’t talk on the phone adequately
  • They don’t know who is calling and don’t pick up because of it.
  • The lead hates talking on the phone.
  • The lead thinks it is a spam call.
  • The lead isn’t interested in the product or service you’re selling.
  • The lead is just busy.

The list goes on, and the sad truth is most conversations rely on an automated sequence with a hopeful response…which is why personalization throughout channels is a must to get the most out of your strategy.

The reasons are endless, but the reality is: an automated sequence with a hopeful response is not guaranteeing any connection. This is why personalizing and diversifying communication approaches will squeeze the most juice out of leads you’re already generating. 

What is missing in your sales approach?

The entire sales funnel needs an omnichannel approach. With COVID-19 and all of the ever-changing circumstances, events and door-to-door sales have completely halted. Because of this, sales teams are starting to rely on sales and marketing automation technology such as Verse, Salesloft, Postal, and lead generation companies to find unique but successful ways to stand out from the competition. With this mindset, some companies are thriving more than before.

What are other ways to approach communication with leads?

Automation is fast and sufficient, especially regarding emails, phone calls, texting and engagement on social platforms. The downfall of technology, though, is the inability to break through to offline channels. Postal.io had to build relationships with commonly used platforms such as Outreach, Salesloft and HubSpot to enable automation within their platform. 

Postal, a proud partner of Verse, automates the creation, delivery and sending of personalized gifts and direct mail to enhance communication with prospects and clients. For example, a marketing campaign can include a gift or note within an existing workflow through the use of Postal triggers that identify an event within the CRM or sales engagement platform (i.e. when a contact is entered into a workflow based on a changed from “active lead” to “discovery” to  “complete” and so on). Additionally, Postal made it simple for any marketing team to incentivize leads or attendees with a form-fill by sending a link that includes an item to claim upon redemption, think “coffee on us” with the sending of a gift card.

Verse decided to solve a middle-of-the-funnel problem. After seeing a change in consumers behavior over the past 15 years, Verse noticed the shift from one-dimensional communication approaches to multi-dimensional. This happened because spam calls and telemarketers created friction for consumers, making them less desiring of picking up a phone call from a number they don’t recognize. Verse tested SMS communication and found that 89% of consumers actually preferred to speak with a salesperson via text. What might have once been invasive 15 years ago has now become the norm in texting consumers. Verse began leveraging 2-way text on behalf of sales teams of all industries to connect with, qualify, and convert leads into appointments.

Adapting is tough, but necessary.

There’s a trend taking place right now that wasn’t in the market a decade ago – the idea of “personalization at scale”. After the huge switch to automation in the early 2000s, relying on it now can be a tremendous downfall. Postal coins experience marketing, as the ultimate approach to help organizations add a human element to lead engagement. Just a little bit of personalization goes a long way! Even something as simple as offering a book with a personalized note can get the attention you need to create an opportunity for your sales team.

The idea of “personalization at scale” was not a trend just a decade ago. Automation was a huge switch in the turn of the 21st century, but became a huge downfall when relied on too heavily. Experience Marketing gave the “human touch” to lead engagement. Even a little bit of personalized conversation validates consumers more than salespeople realize. The sending of something as easy as offering a book with a personal note can make any recipient feel more comfortable to engage in a conversation. This has proven to create an opportunity for sales to manifest a relationship.

How do you personalize consistently?

Catering to the consumer is everything during 2020 and getting a real understanding of their behaviors and desires in a sales process is crucial to connecting with them. Postal uses vendors who will even write a personalized note for you to send to prospects and leads, or even partners and employees. What Postal found in personalizing offline is establishing a more solid relationship with clients with trust-building techniques.

Majority of contacts who have received gifts or notes on behalf of Postal were excited and amazed at the “Experience Marketing” done at scale. Reeling in people and maintaining a happy relationship grants them the opportunity to manifest and solidify authentic, human connections in a time where it might seem impossible to, otherwise.

Verse, similarly, knew that an AI software would not always be able to sound personal. That’s why they built a modern contact center, powered by AI with real humans on hand 24/7 to step into the conversation when tech cannot gauge emotion or the need for authenticity. Since people hate talking to chatbots overall, it has helped sales teams spark authentic relationships with leads, making them feel catered to and comfortable with during the sales process.

To work with Verse and Postal and see more ROI and client retention, schedule a demo with Postal here: https://postal.io/request-demo-partner-marketing/