Welcome to our guide on sending and prioritizing sales intent signals. Follow our best practices to ensure timely and personalized sales follow-ups, to boost conversion rates from Influ2 ad engagement.
Step 1: Audience alignment for delivering ads
Timing intent signals is important, but aligning your sales team with marketing efforts is crucial. Before getting started, ensure both teams are targeting the same audience for a cohesive strategy, working together to engage and convert high-potential prospects effectively. See below for a few recommendations when building your buying committees based on specific ICP criteria:
- Account signals (e.g. awareness, consideration, decision, purchase)
- Contact signals by job function (e.g. HR, IT, Finance)
- Contact signals by seniority level (e.g. manager, director, VP)
Step 2: Sending intent signals
Use the platforms your sales team already loves, like Slack, Teams, email, or CRM dashboards, to keep them updated on ad engagement. Automated alerts through these familiar tools ensure timely follow-ups without being intrusive and make sales adoption smooth and easy.
There are 2 different types of prioritization data you should consider:
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Engaged: Let your sales team know when prospects engage with ads (clicks and visits). These notifications can include details about which ads were clicked, content they engaged with, and which pages were visited, see example of slack notification above.
- Marketing Prioritized: Track how many times a prospect views your ads and notify your sales team once they reach a set awareness level pre-defined by marketing, even if they don't engage with the ad. Set an impression threshold based on your sales team's capacity to prioritize outreach. Consider defining this moment and enabling automatic contact enrollment in sequences when needed.
Need help getting set-up? Your Influ2 Implementation Manager or CSM, can guide you through integrating intent signals into your preferred environment.
Step 3: Prioritize signals for sales
By prioritizing intent signals for sales, you are ensuring your sales team is focused on the most promising prospects and is using their time effectively. We recommend the following for prioritization:
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High Priority: People who engaged with ads (e.g. clicks and visits).
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Medium Priority: People who have reached the prioritized stage pre-defined by the marketing team based on journey stage and sales team capacity.
- Low Priority: People who haven't seen the ads but are part of the target account's buying group.
If your Sales team prefers not to get real-time impression alerts, you can send weekly or bi-weekly reports with a list of high-impression prospects for follow-up. Adding these reports to your CRM keeps all the information in one place for your sales team. Learn more about our Sales Priorities reports here.
Consistent exposure to ads increases brand awareness and indicates potential interest. A timely, but not immediate, follow-up can nurture this interest without being intrusive for lower-priority leads.
Step 4: Encourage timely and personalized follow-up
When prospects fall within the high prioritization stage (e.g., clicks and visits), it's crucial to follow up within 24-48 hours after the engagement to achieve the highest possible conversion boost to maintain interest. Delays can cause buyer interest to cool and reduce conversion rates.
Influ2 notifications include engagement details like which ad the prospect clicked and the landing page they visited. This information is essential for personalizing outreach, allowing the sales team to tailor their conversations to the prospect’s specific interests.
Step 5: Create feedback loop for continuous improvement
Setting up a feedback loop is essential to keep your marketing and sales strategies aligned and effective. By gathering insights from the sales team on intent signals and outreach results, you can pinpoint what’s working and what needs adjustment.
This ongoing feedback lets you make data-driven changes to your targeting and messaging, resulting in more effective campaigns and higher conversion rates. Consider using CRM data, regular meetings, or surveys to gather these valuable insights.
Conclusion
By following these best practices from the start, your sales and marketing teams can seamlessly work together to engage and convert high-potential prospects, creating a more cohesive and effective ad strategy.