How Would You Contact These 14,000 leads?

by JayKay Dowdall 10 replies
Hi all,

Wanted to get some ideas from the forum about how to attack a list of leads that my company has come into.

My team and I offer conversion rate optimization for PPC campaigns, as well as some local SEO, web design, and social media management.

I spent a VERY heavy investment with a data analysis company here in Canada to get a list of small-medium sized businesses who are currently spending on digital marketing.

The list has finally been created and I’ve got 14,000 leads with the following information:
  • Company Name
  • Company Phone Number
  • Company Mailing Address
  • Decisionmaker name
  • Decisionmaker email address
  • Estimated Adwords PPC Spend*
  • Estimated SEO Spend (including relevant keyword positions in Google)**
  • Estimated Yellow Pages Spend***
  • Facebook Ads: Yes/No****

In Italics, you can read a quick summary on how this data was quantified if you're interested. If not, skip below the italics...

************************************************** ************************************************** ***********
*Estimated PPC Spend was based on keyword planner data, and other factors and is presented within ranges of $500.
**Estimated SEO Spend was based on keywords tracked in organic results, the difficulty to rank those keywords based on 1st page competition, and prices were determined based on the pricing that we would charge to rank those keywords.
***Estimated YP spend was based on placement in online and print directories, in Canada, YP prices aren’t too hard to find so I expect these numbers to be reasonably accurate.
****We don’t know information about how much the prospect could be spending in FB, but at the time of the report, they did have ads running.

My cold-callers and I have dialed a random sample of 300 businesses under the pretense of a survey, and we’ve found that out of the 110 businesses who agreed to participate in the survey, the information we had about them was correct for over 85% of these 110 businesses.
So we know our list is good quality.

************************************************** ************************************************** ***********

I’ve never had a list to contact that was this detailed, and I have no doubt that my team and I can make a good ROI from our investment in having the list created.

Here’s my question:

We’re trying to come up with the best way to initiate contact with these businesses, and there are so many scenarios that it’s becoming overwhelming. We have 2-3 strategies that we are considering in how to make the best use of this list, but would love some suggestions from the Offline Warriors about how THEY would make contact with this list.

Here’s our goal; book a 15min sales presentation over the phone (and then obviously structure follow-ups to get the sale)

How would you contact this list?
#offline marketing #contact #leads
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  • Profile picture of the author Oziboomer
    Originally Posted by JayKay Dowdall View Post

    How would you contact this list?
    Hi JayKay,

    My personal preference would be a combination of direct mail and via telephone.

    As your stated goal is to get people on the phone for a 15 minute sales presentation then it makes sense to get on the phone to them from the beginning.

    A combined approach to help boost awareness will assist your phone efforts as will having a well composed and crafted phone script delivered by professionals.

    Test it out and let us know how you go.

    Best regards,

    Ozi
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    • Profile picture of the author JayKay Dowdall
      Hi Ozi,

      That's one of the strategies we've come up with to start, direct mail is a little pricey so we were looking at putting together email outreach instead.
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      • Originally Posted by JayKay Dowdall View Post

        Hi Ozi,

        That's one of the strategies we've come up with to start, direct mail is a little pricey so we were looking at putting together email outreach instead.
        E-mail outreach will skim a few of the "low hanging fruit" buyers. But you'll need to make calls. 14,000 names in a universe sounds like a lot, but a team of 5 telemarketers (Very well trained) will blast through that list in a month.

        You do need to do this quickly, as the contact information will start changing. A year from now, the list will be full of the wrong contact names.

        If you use direct mail, you could send out just 1,000 at a time, or even a few hundred. In fact sending out a direct mail piece and not calling for a month negates the entire purpose of the mailing piece. You should call just a few days after they would get the mailing.
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      • Profile picture of the author Oziboomer
        Originally Posted by JayKay Dowdall View Post

        Hi Ozi,

        That's one of the strategies we've come up with to start, direct mail is a little pricey so we were looking at putting together email outreach instead.
        If you are going down the email path then one of the strategies that was discussed at the recent T&C2017 was to do with offering three contact options within the email and not trying to necessarily get a click.

        DM was using within their emails, phone, FB Messenger and email as reply mechanisms.

        They were saying how FB messenger was giving them a good response.

        In some instances using things like ChatFuel or ManyChat - both free and built to enhance FB messenger - was delivering a good response.

        You can build an automated fb bot to start with the initial responses and then get someone on live chatting or schedule a call.

        One thing I've found is is you look at the templates provided inside ChatFuel you can get a good understanding of how to leverage this system.

        For example you might make an offer in your email and give the three options for response.

        With the chat response you are getting verification of the contact details and permission to chat further.

        You can make a simple welcome and follow-up message where you might present two or three options.

        Ask the question which of these three things would you like to talk to one of our experts about? Converting more customers into sales, Improving Paid Advertising, Boosting your social media.

        Then you can disect the responses an put a consultant on the chat and move them to a phone call because they are very likely viewing the chat on their phone.

        Then there's the followup. Messenger is harder to ignore (for now)

        best regards,

        Ozi
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      • Profile picture of the author ewenmack
        Originally Posted by JayKay Dowdall View Post

        Hi Ozi,

        That's one of the strategies we've come up with to start, direct mail is a little pricey so we were looking at putting together email outreach instead.
        Direct mail can be free if you have 2 other businesses
        share the mailer.

        They cover print and postage while getting a better deal themselves
        because the don't pay as much to reach the same audience if they went solo.

        Best,
        Ewen
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  • Profile picture of the author yukon
    How did you get these (below) and how do you know the data is correct?
    • Decisionmaker name
    • Decisionmaker email address
    Signature
    Hi
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    • Profile picture of the author JayKay Dowdall
      Hi Yukon,

      That was down to the data analysis company we hired. From my understanding they used a combination of Linkedin, Social Media, and more to come up with the DM name/Email.

      In either case, out of the 300 sample accounts that we called, the DM name was correct for over 250 of them - which is excellent.
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  • Profile picture of the author JayKay Dowdall
    Great responses, thanks everyone!

    We're going to look into Direct Mail pricing a little bit more and then structure phone/social media follow-ups.

    Will update the thread after we get through some of the nitty-gritty!
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  • Profile picture of the author TMets5
    Probably a combination of multiple approaches including phone contact, email, and direct mail. Would also construct a funnel with a compelling opening offer to initiate engagement and hopefully build some testimonials as you continue to harvest your leads list.

    Best of luck!
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  • Profile picture of the author Peter Lessard
    You answered your own question.

    You stated that you contacted 300 businesses under the pretense of a survey and 110 businesses agreed to participate in the survey. That is a 36% uptake. If 36% of your list is willing to engage in dialogue that my friend is a home run.

    Just keep going down the path of the survey and develop a reward that takes them into your sales funnel. Don't change how you got them to take the survey with some big promise on the front end because you do not want to harm the take up rate. At the end of the survey you can tell them what they are getting.

    Done properly you will accomplish two things. With the survey you can determine how they feel about their marketing and possible issues they have. With the reward you can provide them immediate value and move to pitching them your offers.
    Signature
    20% Commissions For Referrals.
    Marketing Solutions For SME's to Fortune 500's since 2001 PeterLessard.com

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