We live in a fast paced world. We live in a world of instant communication and instant gratification—for both marketers and customers alike. Real-time marketing isn’t a trend. It’s a necessity. But it only works if you have the right kind of information.
When you know who your leads are with real-time updates for the most accurate information, you can send the right communication at the right time, increasing conversion rates. The buying cycle takes time in any industry, and customers are increasingly in charge of their own journeys. You need to stay up-to-date on your leads.
Some of this is structured data that you would find in your CRM system: company, job title, location, and other contact information. Some is more difficult to define: what a customer finds interesting, what need they are trying to solve, or what was their last interaction with your brand. But both kinds of information need to be as relevant as possible if they are to be useful.
You don’t have real-time information about your leads unless it’s up-to-date, qualified, and above all, actionable.
Manoj Ramnani, CEO of CircleBack, knows about the importance of up-to-date information. In a blog post explaining the idea behind creating a contact app, he notes that the problem of accurate and real-time lead info is “a problem of contact databases, of hundreds of millions of pieces of data becoming irrelevant, of failed marketing campaigns and dramatic losses in sales and productivity.”
With so much at stake, it’s important to have a system in place for checking and updating this info. Fortunately, we are all more connected than ever before. Cloud computing and social networking have opened up an easy way to share our data with each other. For example, CircleBack uses artificial intelligence to determine if a piece of contact is accurate, based on community learning which expands as more people are connected. All of this data is automatically updated and synced to your devices in real-time.
In Manoj’s words, “contacts are the foundations of both relationships and commerce.”
Having up-to-date information also means that you need multiple points of verification or qualification. Just like how CircleBack uses a mass of data from different sources to verify whether or not a piece of contact is accurate, a piece of real-time behavior data is meaningless on its own.
This is why we have two layers of targeting prospects at Socedo. First, we filter based on the ideal profile information, including bio keywords and location. Then, we correlate that segment of Twitter users with the keywords and hashtags used in their most recent Tweets. Thus, we know that leads are presenting the ideal buyer persona and expressing interest with their actions as well. Both levels are up-to-date and presented in real-time, but they are only useful together. They also help target highly qualified leads because a fuller picture of the prospect can be seen.
The entire reason we collect information about our leads is to help convert them into paying customers, whether it’s by giving them a relevant piece of marketing content or by tailoring the sales conversation. Either way, the information we collect needs to help us in some way to close the deal.
The fact that someone clicked on a Tweet can’t be used, until you know that it was a CIO who downloaded your white paper on network virtualization because they’re opening a new regional data center. Now this click data is extremely useful.
Customers own their own journey to your brand or product. They also have a short attention span. Sales professionals who can engage with a customer within five minutes of their interaction, whether it’s on your website, on social, or otherwise, are four times more likely to close the deal. But in order for that to work, you have to have the right info about your prospect in the first place. They go hand-in-hand.