What are you doing with all the data you're getting from things like your CRM, your marketing automation system, and the Google Alerts you set up? Are you using it to find out more about your buyers so you can empower your full sales team to deliver the right messaging and content at the right time? If not, check out this deck!

2. Follow
us
on
twi+er
#RelevancyRocks
@postwire
@ilantern

3. Today’s
Presenters
Charlie
Allieri,
CEO/
Co-­‐founder,
iLantern
Shawn
LaVana
,
VP
of
MarkeEng,
Postwire
#RelevancyRocks

4. The
Value
of
Relevancy
Discover
Sustain
Connect
Trust
Deliver
Build
#RelevancyRocks

5. The
Value
of
Relevancy
Email
opens
with
relevancy/implemenEng
trigger
data
–
500%
CTR
increase
–
via
iLantern
Phone
calls
with
relevancy
–
Great
Data,
Trigger
Selling,
Standard
AG
Calling
80%
Conversion
Rate,
6
Days
$900
per
Forecasted
Opportunity
–
via
AG
Salesworks
#RelevancyRocks

6. A
Few
Key
Terms

7. IT BEGINS WITH
KNOWLEDGE
trig ger
ˈtri-g"r
noun
#RelevancyRocks
An
event/s
that
has
occurred
in
any
given
company
that
precipitate
the
need
for
your
product
or
service.

8. STAY
INFORMED
At trib ute
a-truh-byoot
noun
A
characterisEc
of
a
given
company
that
helps
add
intelligence/perspecEve
of
that
company’s
posiEon
to
buy.
#RelevancyRocks

9. SHOWCASE
BEST
CONTENT
Cu rate
currate
The
process
filtering
informaEon
based
on
the
ideal
buyer.
verb
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10. Where
do
you
find
Triggers
&
A+ributes?
NEWS
• News
• Social
Media
• Corporate
Websites
• Contacts
in
your
CRM/
MarkeEng
AutomaEon
SOCIAL
WEBSITE
CRM/MARKETING
AUTOMATION
#RelevancyRocks

11. The
Problem
with
Just
News…
• News
is
83%
repe77ve
• News
is
NOT
PROPRIETARY,
even
if
some
vendors
say
it
is
• News
is
NOT
PRE-­‐
PUBLISHED
Changes often exist on CORPORATE
WEBSITES before the news breaks
#RelevancyRocks

12. Corporate
Websites:
The
Hidden
Gem
More than just news
Management Team Changes on Websites
✴ Addition
✴ Removal
✴ Bio Change
✴ Title Change
#RelevancyRocks

13. Discover
Trigger
data
cuts
out
the
Eme
researching
and
hand
delivers
customers
who
want
to
buy
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14. Real-­‐life
Example
Charlie logs into iLantern portal and discovers that one of his leads has a
cool Youtube video. After watching it, sends a note to his lead and gets
this response:
“Anyone
who
is
willing
to
watch
my
Youtube
video
can
have
20
minutes
of
my
Eme.”
#RelevancyRocks

15. Connect
+
Deliver
#RelevancyRocks

16. 70%
of
buyers
want
to
engage
with
salespeople
early
in
the
process,
but
only
if
they
provide
value.
–
ITSMA

17. “90%
of
consumers
find
custom
content
useful
and
78%
believe
that
organiza7ons
providing
custom
content
are
interested
in
building
goo
rela7onships
with
them.”
–
TMG
Custom
Media
#RelevancyRocks

18. A
Terrible
Delivery
Method

19. A
More
Engaging
Delivery
Method

20. Plus
You
Gain
AddiEonal
Data

21. Building
a
TrusEng
RelaEonship
#RelevancyRocks

22. Triggers
Help
Create
Trust
+
Leverage
• Use
trigger
technology
to
discover
event
data
and
a+ributes
• Determine
best
posiEoning
based
on
data
• Armed
with
knowledge,
earning
trust
with
leads
becomes
easier
#RelevancyRocks

23. Sustain
RelaEonship
Once
relaEonship
established
an
engaged
customer
is
a
repeat/happy
customer
and
an
evangelist
for
your
brand
ConEnue
to
engage
them
throughout
their
lifecycle
using
data
and
curated
informaEon
#RelevancyRocks

24. Life
Cycle
in
AcEon
#RelevancyRocks

25. Tweetable
Takeaways
• Data
is
the
key
to
relevant
messaging
and
custom
content
• Be
Empowered
as
a
sales
and
marketer,
using
relevant
data
to
tailor
lead’s
and
clients
experience
• Build
trust
with
relevant
data
–
conversaEons
always
start
with
them,
not
you.
• “70%
of
buyers
want
to
engage
with
salespeople
early
in
the
process,
but
only
if
they
provide
value.”
–
ITSMA
#RelevancyRocks

26. QUESTIONS??
#RelevancyRocks

27. THANK YOU!
www.ilantern.com
www.postwire.com
#RelevancyRocks