Transcript
WEBVTT 1 00:00:05.000 --> 00:00:08.349 Welcome back to be to be growth. I'm looking lyles with sweet fish media. 2 00:00:08.589 --> 00:00:12.990 I'm doing today by Nicholas Vandenberg. He's the cofounder and CEO over at 3 00:00:13.029 --> 00:00:16.030 Chili Piper. Nicholas, how's it going today, Sir Kay, great, 4 00:00:16.070 --> 00:00:19.109 how are you doing? I am doing very well. I am excited to 5 00:00:19.190 --> 00:00:22.660 chat with you today. We're going to be talking about ways to optimize your 6 00:00:22.820 --> 00:00:27.219 inbound lead conversion for higher conversion rates, and I think it couldn't be a 7 00:00:27.300 --> 00:00:31.140 more timely subject. I was just talking with Chris Walker here on the show 8 00:00:31.179 --> 00:00:37.210 several episodes back about how companies really need to optimize for inbound right now because 9 00:00:37.250 --> 00:00:41.530 of everything that's going on, outbound is going to see some plateauing or some 10 00:00:41.689 --> 00:00:45.450 drop off, so you really want to make sure that your best qualified inbound 11 00:00:45.490 --> 00:00:49.170 leads are converting at a high rate. Before we get into some of the 12 00:00:49.250 --> 00:00:54.920 strategies and some of the data that you guys have uncovered enabling companies to optimize 13 00:00:54.960 --> 00:00:58.880 their inbound conversion rates, why are you guys so passionate about it over there 14 00:00:58.920 --> 00:01:03.679 at Chili Piper? Well, we heats upon big problem that, for some 15 00:01:03.799 --> 00:01:08.150 reason, had not got much attention and it's a huge problem. We discovered 16 00:01:08.269 --> 00:01:14.549 that most be to be companies satisfied with the idea of converting forty percent of 17 00:01:14.629 --> 00:01:19.579 the inboon leads. And if you put that way that sounds reasonably well. 18 00:01:19.780 --> 00:01:23.700 But if you think of it that, it means a sixty out of a 19 00:01:23.739 --> 00:01:26.620 hundred people who have come as a lead don't even get an meeting anything. 20 00:01:26.659 --> 00:01:30.540 Where as a problem there. So when we hit that CCC is amazing and 21 00:01:32.180 --> 00:01:36.049 we came up with the solution with it. We have to fix that problem 22 00:01:36.090 --> 00:01:41.730 right. So we very passionate that the old way of me to be companies 23 00:01:41.730 --> 00:01:47.959 handled in moon leads broken and that it should get fixed and everybody should use 24 00:01:48.000 --> 00:01:51.760 a solution to to cover uped. Well, we do that, we get 25 00:01:51.799 --> 00:01:55.319 to conversion rate there on eighty percent. So we can discuss in detail how 26 00:01:55.359 --> 00:01:57.959 that happens. And if you, if you think of it, you you 27 00:01:59.159 --> 00:02:02.150 can, with the same Brocktam dollars, get twice as much pipeline and revenues. 28 00:02:02.430 --> 00:02:07.189 Then you see the sense of urgency that we want to convey to the 29 00:02:07.310 --> 00:02:09.750 bucket. That's why we passion it. Yeah, absolutely. I mean just 30 00:02:09.909 --> 00:02:15.020 flipping that stat that forty percent conversion rate on its head kind of looks at 31 00:02:15.020 --> 00:02:19.979 it through a different Lens. The other thing is that these are oftentimes your 32 00:02:20.060 --> 00:02:23.860 most qualified opportunities, because there are people who are coming directly to you, 33 00:02:23.379 --> 00:02:28.620 who are raising their hand and saying I want more information, as opposed to 34 00:02:28.740 --> 00:02:31.770 outbound where you know that you're going to hit people who are either not the 35 00:02:31.810 --> 00:02:36.889 right decision maker or not not at the right time, or you just maybe 36 00:02:36.969 --> 00:02:39.530 don't have the right fit right and so when you look at Hey, sixty 37 00:02:39.569 --> 00:02:44.400 out of a hundred or not even getting a meeting, and they are some 38 00:02:44.520 --> 00:02:47.800 of our most qualified opportunities, then there really should be an emphasis here. 39 00:02:47.879 --> 00:02:52.400 Right, that's exactly right. Yeah, awesome. Well, Nicholas, one 40 00:02:52.439 --> 00:02:55.159 of the first things that you guys recommend for a lot of your cuss smrs 41 00:02:55.360 --> 00:03:00.789 is optimizing your landing pages and your Etas. We're going to get into some 42 00:03:00.909 --> 00:03:05.669 other things about the speed in which reps respond and or able to get in 43 00:03:05.750 --> 00:03:08.550 touch with those in bound leads, ways that you can optimize your follow up 44 00:03:08.590 --> 00:03:12.939 that are going to lead to higher conversions, that double conversion rate that you 45 00:03:12.979 --> 00:03:15.340 quoted there. Let's start with some of maybe the low hanging fruit of just 46 00:03:15.620 --> 00:03:20.819 optimizing landing pages CTAs. What are some of the kind of nuts and bolts, 47 00:03:20.860 --> 00:03:23.580 the first things that you guys are recommending as you look to get that 48 00:03:23.740 --> 00:03:27.969 forty percent up for a lot of BB companies? Yeah, so at first 49 00:03:28.050 --> 00:03:32.009 thought that speed matters and as the results, we want to go straight to 50 00:03:32.169 --> 00:03:36.050 the right goal, to action, which is request and meeting. Right. 51 00:03:36.610 --> 00:03:39.530 So we did. All landing pages are optimized to all this idea of request 52 00:03:39.569 --> 00:03:45.240 to meeting and get that form feel very quickly, short form optimize. And 53 00:03:45.479 --> 00:03:49.759 then when we found it that our conversion rates to these from visitors to meeting 54 00:03:49.840 --> 00:03:54.199 request was very low and upon my thought, we said we realize that some 55 00:03:54.360 --> 00:03:59.270 of these these tres are just not ready. It just not ready to request 56 00:03:59.310 --> 00:04:03.110 a meeting. And that landing page was intimidating. So then we test with 57 00:04:03.189 --> 00:04:08.669 that where horb but we just give some more content and maybe some gated content. 58 00:04:08.870 --> 00:04:11.539 So it's you know already, but maybe you'd actual learn more. Maybe 59 00:04:11.580 --> 00:04:15.500 we can be helpful another way. So obviously the analogy was dating. Is 60 00:04:15.580 --> 00:04:17.339 Obvious. Right to say slacker, Howe. But we go home and s 61 00:04:17.540 --> 00:04:20.019 well, no, we don't know each other. So well, how about 62 00:04:20.459 --> 00:04:26.089 I tell you some stories then that you may find entertaining useful. So that 63 00:04:26.329 --> 00:04:29.970 that's was the depict you. Of course, within that remo can do all 64 00:04:30.009 --> 00:04:35.689 sorts of optimidation by persona. So we found that interestingly, lead conversion touches 65 00:04:36.290 --> 00:04:42.600 two different department, demands and and sales. Right. So sales is intoes, 66 00:04:42.759 --> 00:04:46.560 is responsible for taking these leads and converting them. Demandin is responsible for 67 00:04:46.680 --> 00:04:51.759 bringing these leads and and that conversion is at the middle. So we quickly 68 00:04:51.870 --> 00:04:58.430 realize that we need to have a slightly different way to talk to self ces, 69 00:04:58.990 --> 00:05:02.029 demand and, as you can imagine. So we do differences or landing 70 00:05:02.069 --> 00:05:08.180 pages based on the persona that we expect. We do a fair amountability linked 71 00:05:08.259 --> 00:05:12.899 in advertising where we can. We know which Personi is coming and then with 72 00:05:13.939 --> 00:05:17.339 without the type of religion, which try to from the key words, which 73 00:05:17.379 --> 00:05:20.769 way to guess the kind of persona. But the most important thing I would 74 00:05:20.769 --> 00:05:25.050 say is is this lending page and called to action is that? Don't get 75 00:05:25.129 --> 00:05:27.850 the wrong call to action. It is too early. You have to get 76 00:05:27.970 --> 00:05:32.850 a call to action that's compatible with the level of interest that most like you 77 00:05:32.970 --> 00:05:38.319 visit just find themselves. So that's what we've separated the two. We have 78 00:05:38.439 --> 00:05:43.519 a now smoother process where you're going to first be introduced to content, but 79 00:05:43.600 --> 00:05:46.279 if you have a high intend then we go straight to the meeting request. 80 00:05:46.600 --> 00:05:48.879 And then that key part is when you get that meeting request because, as 81 00:05:48.920 --> 00:05:54.709 you said, then you have the most quality fide person you they are interesting 82 00:05:54.790 --> 00:06:00.589 in having a meeting and that's beginning of the golden process of opportunity, right, 83 00:06:01.550 --> 00:06:04.060 so that when you don't want to miss and that's what we're come the 84 00:06:04.100 --> 00:06:11.060 next one, the next tips in conversion. One of them is scoring. 85 00:06:11.259 --> 00:06:16.860 To make sure that you understand how would have a lead. It is some 86 00:06:17.100 --> 00:06:20.170 companies. It varies from one space to the other, but some companies have 87 00:06:20.329 --> 00:06:26.129 to deal with a lot of unqualified leads. People were in the wrong place. 88 00:06:26.449 --> 00:06:29.649 So so far them is very critical. Other companies don't have as much 89 00:06:29.649 --> 00:06:32.319 of a problem. But if you do, it makes sense that you don't 90 00:06:32.360 --> 00:06:36.800 want to waste anybody's time by getting meetings booked and held when the process are 91 00:06:36.879 --> 00:06:43.120 qualified. So that qualification is critical and what we do Atilla paper that we 92 00:06:43.199 --> 00:06:47.110 automate that process. So let me before I get into more details of what 93 00:06:47.269 --> 00:06:54.670 needs to happen to convert that meeting request optimately, let me remind every one 94 00:06:54.949 --> 00:07:00.230 of the existing process. So the hurt was done. So the heart prospect 95 00:07:00.350 --> 00:07:04.019 would fill the form submit and say yes, I want to have a demo 96 00:07:04.139 --> 00:07:08.339 with you and get the thank you page. Thank you. Somebody's going to 97 00:07:08.420 --> 00:07:11.779 call you. And you left one doering who's going to call me and when? 98 00:07:12.420 --> 00:07:15.889 And it happened to get Linkedin, where they'd say they this coll to 99 00:07:16.009 --> 00:07:18.850 action or if you wanted to buy linkedin cells, navigate, are you to 100 00:07:18.930 --> 00:07:21.850 talk to yourself rep? So it submitted my request, you took to a 101 00:07:21.930 --> 00:07:27.649 sales rep and then I thought they never called me, and then I found 102 00:07:27.689 --> 00:07:30.920 out two weeks later that somebody did call me the next morning. It was 103 00:07:30.959 --> 00:07:34.199 a forid number, which I didn't pick up because I don't have a friend 104 00:07:34.480 --> 00:07:39.199 for it number. And then there was the call and whatever message was left 105 00:07:39.240 --> 00:07:43.120 that in listen because I get a lot of spam messages. So that was 106 00:07:43.279 --> 00:07:46.269 a lost opportunity and that's what happened to this company. That's how they lose 107 00:07:46.310 --> 00:07:49.149 sixty out of a hundred requests, is because the follow up is done in 108 00:07:49.230 --> 00:07:53.750 the way it is too late or you don't get to connect. So that's 109 00:07:53.790 --> 00:07:57.589 in wrong to us and what we did that. We build piece of the 110 00:07:57.589 --> 00:08:01.180 javascript could that companies can put in their page. So it's very simple. 111 00:08:01.379 --> 00:08:03.939 It just had like you would add the Google analytics in your page, and 112 00:08:05.100 --> 00:08:09.259 that piece of Davas we been real time is going to qualify the lead based 113 00:08:09.300 --> 00:08:11.930 on the data available, and so we mentioned the scoring and other pieces of 114 00:08:13.050 --> 00:08:16.490 data. In real time. If the lead is qualify, we're going to 115 00:08:16.689 --> 00:08:20.009 find the REP that should be talking to that person based on company size, 116 00:08:20.129 --> 00:08:26.050 region, round robin, whichever makes sense for the company. We're going to 117 00:08:26.160 --> 00:08:31.079 dial the REP, dial the prospect and connect them in real time. And 118 00:08:31.240 --> 00:08:33.120 it's not possible to the repres not available, we're going to retrieve the reps 119 00:08:33.159 --> 00:08:35.360 calendar and say hey, why don't you because time that works for you. 120 00:08:35.919 --> 00:08:39.000 So the prospect can say is shore us this afternoon at five or two row 121 00:08:39.039 --> 00:08:43.029 at the ten, click the button and is confirmed. So from a buyer 122 00:08:43.149 --> 00:08:46.870 experience, now it went from a wondering who's going to call to either being 123 00:08:46.950 --> 00:08:52.269 on the phone or having a time that works well already scheduled, and then 124 00:08:52.269 --> 00:08:56.500 you would expect him. A huge difference in the huge is actually double, 125 00:08:56.779 --> 00:09:00.820 which means that we go from forty percent to eighty percent in this one magical 126 00:09:01.340 --> 00:09:05.379 when javascript. So that's what we recommends it look and there are a lot 127 00:09:05.419 --> 00:09:09.129 of studies showing the decline with time. So the longer you wait, the 128 00:09:09.409 --> 00:09:15.330 less lucky you are to convert. Sometime we friend companies. It's interesting. 129 00:09:15.370 --> 00:09:16.970 It happened to me last week. Say, Oh, we could at it. 130 00:09:18.090 --> 00:09:22.090 We we we have a process we follow. Within one minute it happened 131 00:09:22.090 --> 00:09:24.879 to me as we say, Oh, yeah, do you manufact tried? 132 00:09:24.639 --> 00:09:31.120 So, here you here, you hear some shaking the voice. Well, 133 00:09:31.240 --> 00:09:33.799 today is not a great day because you know it's yeah, Yeast Day. 134 00:09:33.879 --> 00:09:37.360 Ten Am is not the best for really throes. It's an am the problem 135 00:09:37.399 --> 00:09:39.710 or right, well, I's see what happens. Right and then yeah, 136 00:09:39.909 --> 00:09:43.629 was I said, bait the form. Nobody calls me. Here we wait, 137 00:09:43.750 --> 00:09:46.509 we wait. I by the end of my meeting them, but seeing 138 00:09:46.549 --> 00:09:52.830 nobody has called the because it's a neusion to think that human beings if to 139 00:09:52.940 --> 00:09:56.179 put I don't know, five sales development reps and and they all going to 140 00:09:56.220 --> 00:10:00.539 be calling with in there is again. It's just doesn't happen. They may 141 00:10:00.539 --> 00:10:05.059 be on another cold and maybe something. It's just not in any case. 142 00:10:05.779 --> 00:10:09.850 That's a fun job to be consistent. YEARE's right. It's a really great 143 00:10:09.889 --> 00:10:13.889 way to put it. Yes, it's just it's not it's not sustainable. 144 00:10:13.090 --> 00:10:16.450 It's not real less sick in the real world. Can it happen in a 145 00:10:16.490 --> 00:10:20.210 one off scenario? Yes, but can you sustain that? CAN THAT BE? 146 00:10:20.690 --> 00:10:24.000 You know, your benchmark, and that leader you were talking to might 147 00:10:24.240 --> 00:10:28.559 say that. Yeah, you know, occasionally or often maybe we're able to 148 00:10:28.679 --> 00:10:31.600 respond here, but the moment you said, let me try it and let's 149 00:10:31.600 --> 00:10:33.440 see, you know what happens. Is that truly your average? Is that 150 00:10:33.600 --> 00:10:37.590 truly you know what happens? The majority of the time, there's there's some 151 00:10:37.710 --> 00:10:41.629 back peddling, and I don't say we recently made a change. We're using 152 00:10:41.830 --> 00:10:46.830 different tools. But you know, when someone came to sweet fish Mediacom requested 153 00:10:46.950 --> 00:10:52.340 information, our process was then for them to get a series of automated emails. 154 00:10:52.379 --> 00:10:56.100 So we were we were skipping that. Hey, it has to go 155 00:10:56.220 --> 00:10:58.980 to a salesperson, they have to send an email. So we were we 156 00:10:58.259 --> 00:11:03.059 were a little bit better than the worst case scenarios you were talking about. 157 00:11:03.460 --> 00:11:05.809 But in that email was hey, here's a little bit of information. Do 158 00:11:05.850 --> 00:11:09.730 you want to book meeting. Here's the availability. Well, you're asking that 159 00:11:09.889 --> 00:11:16.370 person then to switch different medium right to from the page that they're on to 160 00:11:16.490 --> 00:11:18.320 check their email. What if that email doesn't come through, just like your 161 00:11:18.480 --> 00:11:22.559 phone call didn't get through to you in one way or another, one reason 162 00:11:22.600 --> 00:11:26.679 or another, and then book a meeting there. What we've gone to now 163 00:11:26.919 --> 00:11:31.360 is filling out the form and we're not to the stage of where your customers 164 00:11:31.399 --> 00:11:35.029 are, Nicholas, with connecting with a rep real time on the phone. 165 00:11:35.070 --> 00:11:37.909 But the other part that you talked about we are doing. Okay, they 166 00:11:37.990 --> 00:11:41.870 click that, they get an email, but they also are presented with a 167 00:11:41.029 --> 00:11:46.070 calendar to just pick a time that works for them, right there on the 168 00:11:46.110 --> 00:11:50.100 page that they're on, and we've seen that conversion rate go up. So 169 00:11:50.259 --> 00:11:54.340 I can attest to you know not only what you're talking about with your tool, 170 00:11:54.379 --> 00:11:58.659 but just the methodology is definitely sound, because we've seen that when you 171 00:11:58.779 --> 00:12:01.529 reduce that friction, when you make it happen in real time, one way 172 00:12:01.570 --> 00:12:05.970 or another, you are going to increase your conversion rates. So you know, 173 00:12:07.049 --> 00:12:09.929 we've talked about we've talked about speed. What are some of the other 174 00:12:11.090 --> 00:12:15.210 things that you guys are recommending? To to your customers or that you guys 175 00:12:15.250 --> 00:12:18.000 have done internally. Maybe we go a little bit further into the way you 176 00:12:18.120 --> 00:12:22.519 guys are doing it, with whichever makes sense here, Nicholas, in the 177 00:12:22.679 --> 00:12:26.440 proper follow up, because meeting booked. Now we want to get to meeting 178 00:12:26.559 --> 00:12:31.149 held right is another key conversion point. Can you talk about kind of the 179 00:12:31.230 --> 00:12:35.190 next step in the process there? Yes, and before we talk about the 180 00:12:35.230 --> 00:12:39.710 how to best to increase the attendance rate, which you exactly rights another former 181 00:12:39.750 --> 00:12:41.789 of you, if you schedule a meeting, the question before that's into what 182 00:12:41.870 --> 00:12:46.580 kind of meeting do you have to have? And companies in need to be 183 00:12:46.700 --> 00:12:52.379 well, often the involves DAS and they could have this habit of involsy asking 184 00:12:52.419 --> 00:12:56.500 the first such point. Then they assume that that foot the meeting should be. 185 00:12:56.299 --> 00:13:01.210 And that's a very interesting question, because if the job of meeting is 186 00:13:01.289 --> 00:13:05.450 just to schedule a time, then since you skating real time, you don't 187 00:13:05.490 --> 00:13:09.970 need that right. So, but as resistance to change, so people think, 188 00:13:09.009 --> 00:13:13.799 well, it's still important then to to that press code with the sea. 189 00:13:13.360 --> 00:13:16.720 Of course we just to change of on the idea as also, because 190 00:13:16.720 --> 00:13:18.759 I think I'm going to lose my job because if I'm not needed anymore. 191 00:13:20.159 --> 00:13:22.360 The reality that you have to think is that call adds value to the process 192 00:13:22.919 --> 00:13:28.070 and what we've found it that in many cases it's not. You can get 193 00:13:28.190 --> 00:13:33.629 the qualification information from the form. So in our case we integrate. We 194 00:13:33.669 --> 00:13:37.429 CE RMS and we need to ask what's your engine integrating reason do that? 195 00:13:37.470 --> 00:13:41.500 Another see I am and a small typically we found that the solution is not 196 00:13:41.620 --> 00:13:45.059 optimal. So we ask this question. We in real time. We use 197 00:13:45.059 --> 00:13:48.460 the data to qualify. In other companies it's a bit more tricky. One 198 00:13:48.500 --> 00:13:52.620 of our customers is, to you, the telephony as Omation Company, and 199 00:13:54.019 --> 00:13:58.769 what they found it that to qualify the prospect you have to know if they 200 00:13:58.850 --> 00:14:01.289 have a project, that is, if they've already because you know, they 201 00:14:01.370 --> 00:14:05.169 sell two developers and they end and they find that if people are just looking 202 00:14:05.250 --> 00:14:07.009 for information, is not worth the time of the sales person. Is Best 203 00:14:07.049 --> 00:14:13.279 to send them for to online data and PDF and documents. I can read, 204 00:14:13.639 --> 00:14:16.120 but if they have a project, then they're ready to talk to a 205 00:14:16.200 --> 00:14:20.799 sales person and actually by the solution and it's very hard to say in a 206 00:14:20.919 --> 00:14:22.879 form. Do you have a project? Like are real? Is your projects 207 00:14:22.919 --> 00:14:26.750 right? You say you really working or you just yes's again. It's kind 208 00:14:26.789 --> 00:14:33.389 of like putting the question of how much budget do you have right. So 209 00:14:33.870 --> 00:14:37.429 what what are some of your advice around like getting that information but not coming 210 00:14:37.509 --> 00:14:41.539 across kind of too heavy handed? Back to your point earlier, you don't 211 00:14:41.539 --> 00:14:43.179 want to, you know, ask the person to come home or to marry 212 00:14:43.220 --> 00:14:46.340 you when you just met right. Yeah, it's the same thing is there. 213 00:14:46.460 --> 00:14:48.899 You come go too fast. That that's why we put in our in 214 00:14:50.059 --> 00:14:54.250 our things that don't speak to don't go too fast. But of course, 215 00:14:54.610 --> 00:14:56.169 when it comes to from submission, you want to go very fast and in 216 00:14:56.330 --> 00:15:01.409 connect in real time. But whhen you wants to what step you're taking, 217 00:15:01.490 --> 00:15:03.009 then you want to get the right step, and the right step in this 218 00:15:03.169 --> 00:15:05.809 case, for t Willio, it's you ever Nice they are of the discussion 219 00:15:05.850 --> 00:15:09.000 and say like I like to hear what you send. You to the right 220 00:15:09.360 --> 00:15:13.320 resource and then you the assist up and rep can find that it does a 221 00:15:13.399 --> 00:15:16.679 project and qualifizes. So that's a very important step in the process and nobody 222 00:15:16.840 --> 00:15:20.039 waste waste time that they need. In I would say, the majority of 223 00:15:20.120 --> 00:15:22.470 cases, you don't need that. You have the person, your core effect 224 00:15:22.470 --> 00:15:24.909 from the daysie. In no case, we go straight to the account executive 225 00:15:26.029 --> 00:15:28.789 and we scalue the demo. It's a forty five minute demo and we will 226 00:15:28.870 --> 00:15:35.179 straight to that process. So that's a very important peace to make the buy 227 00:15:35.259 --> 00:15:41.100 your experience much more pleasant, because the buyer is going to go only to 228 00:15:41.179 --> 00:15:45.860 the steps that are useful and to make sure that the Accountlat chieves time is 229 00:15:46.059 --> 00:15:50.370 use optimally. Then there's the questions. I want to come up with meeting 230 00:15:50.490 --> 00:15:56.210 books to make sure is attended. So what we've done is built automation around 231 00:15:56.250 --> 00:16:02.769 meeting reminders and meeting spread by email. So we typically have automated reminders to 232 00:16:02.809 --> 00:16:07.360 make sure that personal accept the meeting. Then we have a meeting and what 233 00:16:07.519 --> 00:16:10.080 we found is that we do twenty four hours, one hour, one minute, 234 00:16:10.360 --> 00:16:14.039 so twenty four hour to remain meeting tomorrow and I'll before to make sure 235 00:16:14.039 --> 00:16:15.039 you get to organized. In a minute before Betawen, it is time to 236 00:16:15.120 --> 00:16:21.789 come on the call. And we also found that reminding the prospect why they 237 00:16:21.909 --> 00:16:26.750 came right. So you interested in looking at mission for the lead, and 238 00:16:26.070 --> 00:16:30.750 this is what we can each other. Is a very effective way to Gim 239 00:16:30.830 --> 00:16:36.740 meetings. We get companies booking a lot of meetings with no show rate. 240 00:16:37.779 --> 00:16:41.299 Instead of attendance, the measure no show right. So I'm many sure didn't 241 00:16:41.299 --> 00:16:44.940 show up. Thirty five percent, so more than one in three would en 242 00:16:44.980 --> 00:16:48.370 show up and we front them to ten percent, when in ten or no 243 00:16:48.450 --> 00:16:52.610 shore it is lower than ten percent. But some companies have the more transactional 244 00:16:52.529 --> 00:16:57.649 business where people just book and show and the real the way we reduced from 245 00:16:57.730 --> 00:17:04.720 the thirty five to ten or less is through these automated reminders that well crafted, 246 00:17:06.119 --> 00:17:11.240 so the keeps the attention live or the way to the time of the 247 00:17:11.279 --> 00:17:17.349 movie. Hey, everybody, logan with sweet fish here. You probably already 248 00:17:17.470 --> 00:17:19.990 know that we think you should start a podcast if you haven't already. But 249 00:17:21.150 --> 00:17:23.869 what if you have and you're asking these kinds of questions? How much has 250 00:17:23.910 --> 00:17:30.500 our podcast impacted revenue this year? House our sales team actually leveraging the PODCAST 251 00:17:30.619 --> 00:17:34.180 content? If you can't answer these questions, you're actually not alone. This 252 00:17:34.299 --> 00:17:40.299 is why I cast it created the very first content marketing platform made specifically for 253 00:17:40.420 --> 00:17:45.849 be tob podcasting. Now you can more easily search and share your audio content 254 00:17:45.210 --> 00:17:51.690 while getting greater visibility into the impact of your podcast the marketing teams at drift 255 00:17:52.009 --> 00:17:56.970 terminus and here at sweet fish have started using casted to get more value out 256 00:17:56.009 --> 00:18:00.680 of our podcasts, and you probably can to. You can check out the 257 00:18:00.720 --> 00:18:08.880 product in action and casted dot US growth. That's sea steed dot US growth. 258 00:18:10.319 --> 00:18:15.789 All right, let's get back to the show. I like what you 259 00:18:15.869 --> 00:18:18.349 said there and I think that's very tactical. Nicholas, talking about okay, 260 00:18:18.470 --> 00:18:22.910 three reminders for one meeting, twenty four hours, one hour, one minute. 261 00:18:23.589 --> 00:18:27.059 So you answered kind of the the timing and cadence of that a little 262 00:18:27.099 --> 00:18:30.539 bit that you guys have found works well. The content of that, reminding 263 00:18:30.619 --> 00:18:34.059 them why they took the meeting. Can you speak any more to maybe some 264 00:18:34.220 --> 00:18:38.660 testing you guys have done or different customers have done in should should those three 265 00:18:38.700 --> 00:18:44.289 emails be the same except for you know how much time until the meeting or 266 00:18:44.329 --> 00:18:47.809 something like that, or do you find that reinforcing the why in the first 267 00:18:47.849 --> 00:18:51.450 email, number two, maybe giving them a resource to kind of give them 268 00:18:51.450 --> 00:18:53.849 some more context going in, and then the one minute you have the why 269 00:18:53.930 --> 00:18:56.319 again, or maybe you just have the time. Can you speak to any 270 00:18:56.359 --> 00:19:00.759 nuance there that you guys have tested or tried or seen work well a sentence. 271 00:19:00.759 --> 00:19:04.839 You have an intrution that they should be different, and you exactly right. 272 00:19:04.920 --> 00:19:10.000 Exactly where really found the one minute before, if it's one minute, 273 00:19:10.109 --> 00:19:15.150 is not the time to go into a long speech about why you're doing it. 274 00:19:15.269 --> 00:19:17.789 H is just say hey, I'm there, just click that button. 275 00:19:18.029 --> 00:19:22.309 So it's a one minute before is a call to action. With the in 276 00:19:22.430 --> 00:19:26.420 our case we use zoom, and here we're not the only one these days. 277 00:19:27.579 --> 00:19:30.299 So we send the dooom link right in the video. The line subject 278 00:19:30.339 --> 00:19:33.259 clients a ready, when you are and the makings they are. That's that's 279 00:19:33.539 --> 00:19:37.660 this only purpose of that. emails. Make it easy, make it convenient. 280 00:19:37.740 --> 00:19:38.890 You get an email. I show start to go, I kick here 281 00:19:38.930 --> 00:19:44.289 and stead of going back to my calendar, the the one hour before is 282 00:19:44.369 --> 00:19:48.089 a very friendly recap. It is a short paragraph, where the twenty four 283 00:19:48.130 --> 00:19:53.559 hours before is is a longer paragraph with more details on the motivation. The 284 00:19:53.839 --> 00:20:00.119 one hour before the interesting one. We also have found that we include in 285 00:20:00.160 --> 00:20:04.000 the one hour before, we include a rescheduling. So that was actually controversial 286 00:20:04.440 --> 00:20:07.869 with company. Say I don't want to make easy for my prospect to reschedule. 287 00:20:07.950 --> 00:20:11.589 I'm not putting a rescheduling. So or rescheduling is automated right. So 288 00:20:11.630 --> 00:20:15.430 if you click on the reschedule link, we find a meeting with show you 289 00:20:15.910 --> 00:20:19.349 other available times. You don't need to talk to anybody. You see these 290 00:20:19.430 --> 00:20:23.980 times out to pick another and boom, emitting is res adjusted for that new 291 00:20:25.099 --> 00:20:30.299 time with everything for it. So it's a very, very elegant process for 292 00:20:30.380 --> 00:20:34.460 the buyer to Chenn and time and what we found it that it's better to 293 00:20:34.579 --> 00:20:37.849 offer the option to reschedule and to lose the meeting rights. Cool. If 294 00:20:37.849 --> 00:20:42.250 people need to reschedule, then I's going to show up and that's your chance 295 00:20:42.369 --> 00:20:48.769 to save that meeting. So the rescheduling is actually helping increase attendance rate fromendously. 296 00:20:49.480 --> 00:20:55.799 We have a counter on how many people have reschedule in our record is 297 00:20:55.920 --> 00:21:00.160 seventeen times. So we had a prospect to reschedule seventeen times. So seven 298 00:21:00.200 --> 00:21:02.359 in time there was a meeting to be held and the clicks. They know 299 00:21:02.480 --> 00:21:07.190 that. To dinner today I talk about somebody and certain but eventually the meeting 300 00:21:07.269 --> 00:21:10.589 was held. You know, if you go to the trouble every time we're 301 00:21:10.589 --> 00:21:11.990 scaling, you mean to say, look at do want to add it, 302 00:21:12.230 --> 00:21:18.069 but today's not the right time. So so that's something that we include in 303 00:21:18.509 --> 00:21:25.019 that email one hour before it's a it's a very effective way to make the 304 00:21:25.099 --> 00:21:30.579 buyers like easy. Absolutely well, Nicklas, this has been a great conversation. 305 00:21:30.740 --> 00:21:33.009 We've touched on a lot of things. I think you know, I 306 00:21:33.089 --> 00:21:36.369 kind of summed it up in five different areas. One, making sure that 307 00:21:36.450 --> 00:21:40.369 you're optimizing your landing pages in your CTA, is making sure that those CTAs 308 00:21:40.650 --> 00:21:45.369 aren't too heavy handed and also that you're segmenting those, both the CTA and 309 00:21:45.529 --> 00:21:49.599 the landing page, based on if you have different personas, and you provided 310 00:21:49.640 --> 00:21:53.319 a great example there. You guys sell to demand Jin as well as sales 311 00:21:53.359 --> 00:21:57.359 that are involved in the buying process of your own product, and then from 312 00:21:57.480 --> 00:22:02.150 them. They are making sure that you're qualifying and routing more easily. You're 313 00:22:02.190 --> 00:22:07.190 making it easy for the speed to conversion is is better because as time, 314 00:22:07.470 --> 00:22:11.309 you know the old saying and sales right is time kills all deals, time 315 00:22:11.390 --> 00:22:15.710 kills all all leads. I think, as well as something we can pull 316 00:22:15.710 --> 00:22:18.700 from this conversation today. Number Four for me was making sure that every meeting 317 00:22:18.740 --> 00:22:25.660 actually adds value and it's not just a legacy of previous processes before you've applied 318 00:22:25.700 --> 00:22:30.849 technology like yours or other meeting tools, and then meeting reminders. I love 319 00:22:30.009 --> 00:22:34.329 this, this cadence that you've worked out with the three different emails and how 320 00:22:34.450 --> 00:22:37.410 to space them out and what to use in them, how to vary up 321 00:22:37.450 --> 00:22:41.809 the content their Nicholas, if anybody listening to this has wants to go deeper 322 00:22:42.250 --> 00:22:48.400 into some other content you guys have on inbound lead conversion or enabling your sales 323 00:22:48.440 --> 00:22:52.680 reps to book and hold meetings more regularly. What's the best way for them 324 00:22:52.720 --> 00:22:56.160 to get in touch with you or find more content from you and the Chili 325 00:22:56.240 --> 00:22:59.430 Piper team? Yeah, it's come to our website to Piper. So a 326 00:22:59.470 --> 00:23:03.910 lot of people that confuse with TV pepper with actually Piper to pay on the 327 00:23:03.950 --> 00:23:10.349 word right Piper, as in pipeline. So Chit Piper that'scome. We share 328 00:23:10.390 --> 00:23:14.819 amount of contents with additional data, coversion rates the B would you send an 329 00:23:14.819 --> 00:23:18.299 email? We suggisted times to make it easy for people to book and then 330 00:23:18.539 --> 00:23:22.980 when you're ready to change you in long process. You should book a meeting 331 00:23:22.019 --> 00:23:26.539 with one of the sales RAPP and of course we use all solution so hope 332 00:23:26.619 --> 00:23:29.210 on a film. So, Michon, you'd be connected immediately and the go 333 00:23:29.410 --> 00:23:30.690 to. It's up to one of us. I love it. Well, 334 00:23:30.690 --> 00:23:34.769 Nicholas, this has been a great conversation. For anyone listening who liked this 335 00:23:34.970 --> 00:23:38.970 episode, you might also want to check out episode thirty four with Chris Walker. 336 00:23:40.049 --> 00:23:42.640 He's been a repeat guest on the show here. That episode was why 337 00:23:42.720 --> 00:23:47.799 you should ramp up your content marketing right now. Back to what we mentioned 338 00:23:47.839 --> 00:23:51.960 at the top of the conversation, why inbound is such an important channel right 339 00:23:52.000 --> 00:23:56.069 now, with everything going on around us, with this pandemic, it is 340 00:23:56.150 --> 00:23:59.990 not the time to pull back on your content strategies. It's time to make 341 00:24:00.069 --> 00:24:03.750 sure that you're driving more inbounding you're converting it at a much higher rate. 342 00:24:03.910 --> 00:24:07.789 So, between what Nicholas shared today and check out that episode with Chris Walker, 343 00:24:07.309 --> 00:24:11.579 I think you will be a well set up to have some more tools 344 00:24:11.859 --> 00:24:15.579 in your tool box right now to driving more in Poundman, Nicholas, thank 345 00:24:15.619 --> 00:24:18.019 you so much for joining us on the show today. It was a pleasure, 346 00:24:18.220 --> 00:24:25.369 my pleasure. I hate it when podcasts incessantly ask their listeners for reviews, 347 00:24:25.609 --> 00:24:29.089 but I get why they do it, because reviews are enormously helpful when 348 00:24:29.089 --> 00:24:32.170 you're trying to grow a podcast audience. So here's what we decided to do. 349 00:24:32.609 --> 00:24:34.410 If you leave a review for me to be growth and apple podcasts, 350 00:24:34.650 --> 00:24:38.799 and email me a screenshot of the review to James at Sweet Fish Mediacom, 351 00:24:40.079 --> 00:24:42.400 I'll send you a signed copy of my new book, content based networking, 352 00:24:42.680 --> 00:24:47.079 how to instantly connect with anyone you want to know. We get a review, 353 00:24:47.119 --> 00:24:48.240 you get a free book. We both win.
