How a Single Lead Reactivation Campaign Yielded an 80% Reply Rate Using Text Messaging
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This webinar discussed how Hustle used a 1:1 text messaging lead reactivation campaign that led to an 80% reply rate. The webinar agenda included typical sales funnel challenges, texting as a new sales communication channel, details of Hustle's campaign targeting inactive leads, and tips for organizing inside sales teams to use text messaging. The campaign saw over 26x more pipeline generated through texting versus other channels. The webinar provided advice on choosing a texting platform, integrating with CRM systems, writing scripts, and setting cadences to help sales teams adopt 1:1 texting.
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How a Single Lead Reactivation Campaign Yielded an 80% Reply Rate Using Text Messaging
- 1. How a single reactivation campaign led to an 80% reply rate SALES HACKER WEBINAR @saleshacker
- 2. Hosted by: JONATHAN GLADBACH Director of Marketing Hustle PEDRO FRIAS Director of Inside Sales Hustle SCOTT BARKER Head of Partnerships Sales Hacker
- 3. Typical sales funnel challenges One-to-one text messaging - the new Sales communication channel Hustle’s lead reactivation campaign Organizing inside sales teams to use 1:1 text messaging Summary and Q&A Agenda 1 2 3 4 5
- 4. Challenges in the Sales Funnel1
- 5. We’re hearing similar challenges from Sales Leaders Falling Connection Rates Channel Fatigue Feast/Famine Cadence of Leads Leaky Funnel 5
- 6. There’s a common cause
- 7. Texting as a Sales Communication Channel2
- 8. 8 The way people communicate and form relationships has changed
- 9. Now the preferred way to communicate is through messaging platforms. Texting: SMS & iMessages App to app messaging: Messenger, WhatsApp & WeChat Collaboration: Slack
- 10. 10 The change isn’t coming, it’s already here. 95%of texts will be read within 3 minutes of being sent. 89%of consumers want to use messaging to communicate with businesses. 98%Average open rate for text messages. 45%Average response rate for text messages.
- 11. 1:1 texting enables your organization to have real conversations with your customers Personal communication Not automated blasts Ongoing conversations Non general messages over time Stronger relationships Build affinity and trust through asks 11
- 12. and use those conversations to drive conversion and retention Activate Use conversations to invite a dialogue Engage Use real-time messaging to learn about prospects Convert Setup conversations that lead to conversions Retain Listen back and build loyalty for the long term 12
- 13. Lead Reactivation Campaign Design and Results 3
- 14. Experiment design Target: ● Inactive Leads w/ No Activity > 30 days. Clean them and put into Hustle ● Initial message verified identity, 2nd confirmed interest ● For comparison, we also ran an email and phone campaign to a broader audience of 8K inactive leads. 14
- 15. Hustle highlights from pilot: Over 26X more pipeline generated with Hustle and 12x faster than phone calling. 35 435 350 5 $26K $1K 15
- 17. Qualification via Text is Fast and Contacts Give Real Reasons for “No” Qualification via text: Not the right time, but able to include a personal touch 17
- 18. MID-FUNNEL Begin the conversation ● Qualify faster ● Respond to questions ● Converse, don’t blast ● Feed their curiosity ● Solicit action 1:1 texting for sales & marketing organizations OPP TO CLOSE Build the relationship ● Boost Meeting attendance ● Deepen Account Relationships ● Invite to in person VIP events ● Contract Reminders RE-ENGAGE & RETAIN Keep the conversation going ● Manage ongoing relationships ● Nudges towards growth TOP OF FUNNEL Connect and Qualify ● Event and Inbound Follow up ● Maximize opens ● Nurture reminder ● Get responses ● Supplement traditional channels 18
- 19. Organizing inside sales teams to use 1:1 text messaging 4
- 20. 20 How do I get my Sales team to Use 1:1 Texting?
- 21. The key to text messaging is choosing a platform designed for scale ● Send 1000’s of messages in minutes ● Customizable scripts ● Easy to use mobile app ● Real-time responses ● Goal tracking and analytics
- 23. Make sure you can import contacts automatically
- 24. Write predefined scripts and responses Schedule predefined “texting time” on a regular cadence Test 1st touch, last touch Provide reporting on Texting Results for Motivation Tips to make 1:1 texting easy for your SDRs 1 2 3 4
- 25. Q&A JONATHAN GLADBACH JONATHAN@HUSTLER.COM PEDRO FRIAS SALES@HUSTLE.COM SCOTT BARKER SCOTT@SALESHACKER.COM
Notes de l'éditeur
- The way people communicate and form relationships has changed. I want everyone listening to pick up their phone right now and look at the home screen. If you’re anything like Fred and I you likely have hundreds (if not thousands) of un-read emails, if someone calls you from an unknown number you likely won’t pick up, you have voicemails that you’ll never listen to, but guess what. . .how many un-read texts do you have? Probably zero or very few. There’s something about getting a text that catches your attention in such an ADD TL:DR world. . . Now let’s look at the stats on texting. . .
- 80% read rate And anytime there’s a link in a text it has the highest CTR of any other medium
- And even though more messaging is going toward bot and AI-driven, we feel that in the future, humans will prefer to talk to other humans. That’s why no texts from Hustle are automated and every text requires human intervention.
- To engaging pre-event for helpful information. One of our college athletics clients texts suit ticket holders before the first game to let them know about parking details and what they are not allowed to bring to the stadium to provide a more VIP experience. Let’s think about the conversations with fans during the event. Whether it’s invitations to last minute post game events like meet and greet with the team, sharing special promotions. It’s also great for up-sells. One of our clients from Live Nation was telling us that they sold a lower tier package to a client and before the start of the show, the rep texted the client to check-in with them. The client was so impressed by the venue that they asked to be upgraded. One of our clients ties a text to a sponsorship. Part of the package they offer sponsors is to send a text to VIP fans during the game asking them to check out their booth during the 7th inning stretch. And there’s so many opportunities for post-game communication via text. One of our entertainment clients used Hustle to text clients who’s account information was out of date.
- Helpful tip: take a breather once in a while with a full-screen image.