This is a guest post from John Marcus, co-founder of Bedrock Data. John has years of experience in both inside sales as well as data driven synchronization.
One of today’s difficulties in sales is keeping all of your prospects, opportunities and customers engaged. There really are not enough hours in the day to get every new sales call completed and still have time to keep connected with your prospects and customers. The problem arises when you have too many “balls in the air” and inevitably, something slips.
Maybe it was a simple follow-up email with instructions on how to setup a trial account that you never sent. Perhaps you lost the deal to the competition because the bad guys were in the right place at the right time when the prospect was ready to buy, and you were busy with other stuff. With all the demands put on account executives these days (upselling, new business acquisition, retention) it comes as no surprise that we lose deals to our own busyness. If you are ready to make a change, I have some cool technology that can help you out.
Nurturing via your CRM:
Here is what you will need to get started:
Any version of Batchbook Social CRM
A marketing automation software (we’re using HubSpot Professional in this example)
Bedrock Data’s Batchbook to HubSpot synchronization
Now that you have the ingredients, it is time to get cooking!
Step 1: Setup your custom field between both systems.
Both systems should have a field that the sales and marketing teams agree will signify nurturing. We are taking the simplest case here and calling our custom field “nurturing.”
In Batchbook, create a custom field (Under Settings -> Custom Fields -> Text Field):
In HubSpot, create a custom field (Under Contact Settings -> Create Property -> Single Line Text):
In Bedrock Data, map your fields to each other (Under Settings -> Map)
Step 2: Setup your nurturing trigger (in HubSpot)
Now that these systems are talking to each other, we want to setup our first smart list and workflow that will start based on our “Nurturing_Type” field. Start a new smart list in HubSpot and set it up like this:
You can trigger your workflow by specifying the list you just setup.
Step 3: Nurture!
Add emails as you see fit and create additional smart lists to your heart’s desire. Whenever you update the “Nurturing_Type” property on your contact in Batchbook, they synchronize over to HubSpot, which will nurture them for you. How cool is that?
This is just the beginning of what you can do with an integration platform like Bedrock Data and a killer CRM like Batchbook. Think of the time you can save (and the deals that you will not lose) by taking the time to nurture your prospects and customers automatically.
Happy selling and syncing!
John Marcus III – Bedrock Data
P.S. As an added bonus, here is an example email that you might want to use:
“Hey <Contact Name>,
I am sorry the last time we spoke the timing was not right. I know down the line we will be able to work together. For now, I wanted to send along an eBook on how to <XYZ Offer> that might help you out over the next few months. If you have any questions or want to pick up our conversation sooner rather than later, do not be shy and give me a call at 123-456-7890.
Your Favorite Sales Rep”