B2B marketers love to launch things. In a way, we have OPERATION VELOCITY for the business, launching products and campaigns with precision and flare to establish connections for your business.
Yet beyond all of these high profile campaigns, hundreds or thousands of small, everyday lift-offs pass nearly unnoticed once a deal is signed or a payment clears. We’re talking about leads. The moment a sales-ready prospects becomes your buyer is considered a micro-launch. Your customer begins an individual mission, pursuing a specific goal with your product and accelerate lead generation.
- Begin with a “Welcome” email
The welcome message should:
- Set up a realistic expectations for the first steps.
- Answer the relevant questions for new customers.
- Link to resources of different types, including printed materials or videos.
- Establish the tone and style of your ongoing relationship. If your customer success team is responsive and energetic, set that expectation immediately.
In Launching Marketing Strategy, don’t assume that your sales-ready prospect will act on a welcome email right away. Believe it or not, your product might not be the most important thing in your customer’s life at this moment that is why you have to speed up marketing plan. Many people will file the welcome email away for a while, so make sure that your content has a reasonable shelf life that will be use in Lead Providence.
- Add value strip by strip
Here are some guidelines to identify what to nurture them with:
- Does using your product require behavioral changes? Offer a campaign that guides sales-ready prospect through forming habits. For example, sign up for the Headspace meditation app, and they’ll guide you through a ten-day free trial, so you can start to shape a habit of meditation.
- If people need to do three key things to get value from your product, break up the steps and send them three emails with detailed instructions or help them in Information Campaign.
- If a recent customer hasn’t yet taken action, nudge them with a reminder email to take advantage of their investment.
As with any ongoing Information Campaign, the trick in launching Marketing Strategy is not to cross the line and become annoying. One reminder email is enough. Offer customers the chance to opt out of specific campaigns without unsubscribing from all of your communications in Email Marketing.
- Lights, Camera, Action
If you’re already using video in Launching Marketing Strategy, keep doing what you’re doing. Video can fuel the customer launch because it gives your brand a human persona. It can provide quick answers to common questions or concerns of customers who haven’t yet used the service. Keep your videos short to increase the chance that people will watch them.
- Provide Training
For complex products in Launching Marketing Strategy, offer different levels of training. Some users may be beginners, while others may have used your product before and need a quick refresher.
People who go through the training not only learn to use your product better, but they also become more personally invested in being customers, and they can assist others. For business-related products, they take this training with them if they change jobs.
Once they’re off the base in Launching Marketing Strategy, your sales-ready prospect benefit from ongoing guidance from marketing as well as customer support and success teams. As in Mission Control, the different groups must work together to guide the sales-ready prospect’s success. The more value sales-ready prospects realize from your product, the greater their loyalty.