When companies implement SEPs, they feel confident that this new solution will help them reach more people faster, and in a more personalized manner. SEP\u2019s provide great stats on open rates, and provide dashboards so that the team can see what to do and who to contact next. Great news!<\/p>\n\n\n\n
Here is the problem: companies fail to understand that their SEP is only as good as the latest content that has been added to the SEP library. Consider these points:<\/p>\n\n\n\n
1. Recycling emails and content will not garner the customer engagements you are seeking.<\/strong><\/h3>\n\n\n\nEvery sequence has a life span, let\u2019s say 10 weeks. Once the sequence is completed, you can create another sequence for the customers who didn\u2019t engage with you. Every customer interaction should be of value to your customer. Thus, reusing the content from the first sequence may not work; the customers who didn\u2019t engage haven\u2019t seen your value, yet. Provide updated content which will make you the thought leader, and provide valuable insights for customer success. Emails, blogs, infographics, videos, and social media should be refreshed every month or\u2014at the very least\u2014every quarter. Assign someone in your organization to create and update content regularly.<\/p>\n\n\n\n
2. \u201cSnippets\u201d must be valuable content.<\/strong><\/h3>\n\n\n\nI often get emails that start with, \u201cHey Alicia, did you receive my last email?\u201d, or, \u201cFollowing-up on My Last Email\u201d, which I delete before opening. If I don\u2019t know \u201cimmediately\u201d who the sender is, their value prop, and what they want, why should I waste my time wading through a string of emails to determine their value to me? Provide content that is of value to customers across multiple platforms and your response rates will improve. (Hint: Every company that has a SEP uses these generic snippets. Consider this: hundreds of these snippets are going to customers every day. If everyone is doing this, your emails will fade into the background and your sales engagement tools will go suffer).<\/p>\n\n\n\n
3. Sales Engagement Software provides team members a fast and easy way to message to customers.<\/strong><\/h3>\n\n\n\nHowever, this feature may not be helpful. SDR\u2019s and Sales Reps are not necessarily the best writers when it comes to conveying your message. Your team members may or may not understand your message and value-prop, or they may not consistently express the benefits of your solution. To remedy this, task a company writer to write these personalized emails with the plan to refresh every month or so.<\/p>\n\n\n\n
4. CRMs have an Administrator and SEPs should have one too.<\/strong><\/h3>\n\n\n\nTo get the highest value out of your SEP, give someone (not a SDR, Sales Manager or Sales Rep) in marketing operations or sales enablement the job of:<\/p>\n\n\n\n
- Managing the SEP solution<\/li>
- Creating the sequences<\/li>
- Updating and refreshing the content library<\/li>
- Tracking the data of the content, sequences, cadences<\/li>
- Creating nurture sequences<\/li>
- Reporting results to the management team<\/li><\/ul>\n\n\n\n
Make no mistake about it: this is a full time job. If you don\u2019t plan to centralize the management and feeding of a SEP, don\u2019t purchase one.<\/p>\n\n\n\n
How Sales Engagement Platforms Will Drive Revenue<\/strong><\/h3>\n\n\n\nThe Sales Engagement Platform is a wonderful tool which, when used correctly, can help you increase customer engagement and grow your revenue. When this sales technology is not managed consistently\u2014for example, with refreshed materials and sequences, or if Sales Reps and SDRs are expected to write content to deliver your messaging\u2014you may find that you have wasted a lot of money on a solution that becomes unwieldy over time. Remember, managing your SEP is a full-time job. If you want to increase customer engagement, invest in a full-time team member to manage it.<\/p>\n\n\n\n
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I often get emails that start with, \u201cHey Alicia, did you receive my last email?\u201d, or, \u201cFollowing-up on My Last Email\u201d, which I delete before opening. If I don\u2019t know \u201cimmediately\u201d who the sender is, their value prop, and what they want, why should I waste my time wading through a string of emails to determine their value to me? Provide content that is of value to customers across multiple platforms and your response rates will improve. (Hint: Every company that has a SEP uses these generic snippets. Consider this: hundreds of these snippets are going to customers every day. If everyone is doing this, your emails will fade into the background and your sales engagement tools will go suffer).<\/p>\n\n\n\n
3. Sales Engagement Software provides team members a fast and easy way to message to customers.<\/strong><\/h3>\n\n\n\nHowever, this feature may not be helpful. SDR\u2019s and Sales Reps are not necessarily the best writers when it comes to conveying your message. Your team members may or may not understand your message and value-prop, or they may not consistently express the benefits of your solution. To remedy this, task a company writer to write these personalized emails with the plan to refresh every month or so.<\/p>\n\n\n\n
4. CRMs have an Administrator and SEPs should have one too.<\/strong><\/h3>\n\n\n\nTo get the highest value out of your SEP, give someone (not a SDR, Sales Manager or Sales Rep) in marketing operations or sales enablement the job of:<\/p>\n\n\n\n
- Managing the SEP solution<\/li>
- Creating the sequences<\/li>
- Updating and refreshing the content library<\/li>
- Tracking the data of the content, sequences, cadences<\/li>
- Creating nurture sequences<\/li>
- Reporting results to the management team<\/li><\/ul>\n\n\n\n
Make no mistake about it: this is a full time job. If you don\u2019t plan to centralize the management and feeding of a SEP, don\u2019t purchase one.<\/p>\n\n\n\n
How Sales Engagement Platforms Will Drive Revenue<\/strong><\/h3>\n\n\n\nThe Sales Engagement Platform is a wonderful tool which, when used correctly, can help you increase customer engagement and grow your revenue. When this sales technology is not managed consistently\u2014for example, with refreshed materials and sequences, or if Sales Reps and SDRs are expected to write content to deliver your messaging\u2014you may find that you have wasted a lot of money on a solution that becomes unwieldy over time. Remember, managing your SEP is a full-time job. If you want to increase customer engagement, invest in a full-time team member to manage it.<\/p>\n\n\n\n
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To get the highest value out of your SEP, give someone (not a SDR, Sales Manager or Sales Rep) in marketing operations or sales enablement the job of:<\/p>\n\n\n\n
- Managing the SEP solution<\/li>
- Creating the sequences<\/li>
- Updating and refreshing the content library<\/li>
- Tracking the data of the content, sequences, cadences<\/li>
- Creating nurture sequences<\/li>
- Reporting results to the management team<\/li><\/ul>\n\n\n\n
Make no mistake about it: this is a full time job. If you don\u2019t plan to centralize the management and feeding of a SEP, don\u2019t purchase one.<\/p>\n\n\n\n
How Sales Engagement Platforms Will Drive Revenue<\/strong><\/h3>\n\n\n\n
The Sales Engagement Platform is a wonderful tool which, when used correctly, can help you increase customer engagement and grow your revenue. When this sales technology is not managed consistently\u2014for example, with refreshed materials and sequences, or if Sales Reps and SDRs are expected to write content to deliver your messaging\u2014you may find that you have wasted a lot of money on a solution that becomes unwieldy over time. Remember, managing your SEP is a full-time job. If you want to increase customer engagement, invest in a full-time team member to manage it.<\/p>\n\n\n\n
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