What factor decides whether your messaging engages a lead... or enrages them? The answer is, a believable personal touch. Gil Allouche, CEO of Metadata.io, and Gary Gerber, Head of Product Marketing at Conversica, unveil the secrets to achieving deep personalization, at industrial scale. You can also watch the on-demand webinar at: https://youtu.be/LWxnogbP14g

1. Personalization and Performance:
How much revenue are YOU losing due to slow, infrequent
and impersonal follow-up?
Gary Gerber
Sr Director Product Mktg
Conversica
Gil Allouche
CEO
Metadata

2. 2017 lead follow-up methodology and findings
● Of the 866 companies secret
shopped, 667 (77%) under-
touched their leads
2

3. The 4Ps of sales effectiveness
PERSONALIZATION
PERFORMANCE
PROMPTNESS
PERSISTENCE
How quickly does a company
follow up on an inquiry?
How many attempts does a
company make to follow up?
To what extent is the email
response personalized?
What is the likelihood of the
email landing in the lead’s inbox?
Sales
Effectiveness
3

4. Personalization: Companies are recognizing the importance
4
• More companies are
including
personalization
elements in email
communications
• 72% of companies
scored an A in 2017,
compared with 53% in
2016 and 8% in 2015

5. Advertising and marketing lead the way in Personalization
5

6. More reasons to personalize email communications
6
1. Including a signature improves email response rates by 22%
2. Emails with a personalized subject line are 26% more likely to be
opened
3. Personalized email messages improve click-through rates by an average
of 14% and conversions by 10%

7. What good personalization isn’t
7

8. Elements to personalize the lead follow-up experience
8
• Include a personalized
greeting
• Use an individual email
account instead of generic
“sales” or “info” address
• Mention specific product or
service from lead’s inquiry
• Add contact information to
continue the conversation

9. The Conversica AI Sales Assistant gets personal
9
Like a human assistant… Unlike a human assistant…
AI reads, understands and writes
emails & texts as
part of the Sales team.
AI is infinitely scalable,
works 24x7,
no pre-judging leads,
always politely persistent.
Never has a bad day.

10. Personalized human conversations at AI scale
10
Sent Message
Hi Bill
I see that you downloaded our free software trial.
I want to follow up to see if you have questions.
Would you like me to set up a call to learn more?
Thank you,
Nicole S.
Sales Assistant
Sent Message
Hi Bill
Colby is working on this and would like to call you.
Is (650) 555-7821 the best number to reach you
during days?
Have a good afternoon!
Nicole S.
Sales Assistant
Hand-off and PAUSE
Nicole,
Sorry I didn’t get back to you sooner.
I’m just trying the software now on my server.
But I do have some questions and could talk to
someone.
Regards,
Bill
No, I’m working from home so have him call my
cell at 650-555-2512.
Bill
We are set for a meeting next week.
Thanks for following-up.
Bill
Sent Message
Hi Bill
I just wanted to follow up and make sure Colby got
you all the information you needed.
Did you connect with Colby?
Thanks and have an awesome day!!
Nicole S.
Sales Assistant
Alert to CRM,
Sales Rep,
Handoff
Alert to CRM,
Sales Rep
Alert to CRM,
Sales Rep
Engage
Qualify
Follow-up
AI Sales Assistant Human Lead

11. Engage these inbound
leads
Win back customers
who’ve fallen out of
touch
Reach out
before an event
Go upsell our current
customers
Book an in-person
meetingFollow up
after an event
Re-engage these
inbound leads that have
gone cold
Engage and qualify
partners
Prompt Personalized Persistent Performance
Personalized conversations take many forms
11

12. Performance: Very few companies score an A
12
• Email providers continue to
improve spam filters, making it
difficult for emails to get
through
• 67% of companies that received
an A in Personalization scored a
B or higher in Performance

13. Streamline & Scale Demand Generation
13
Output =
Predictable Inbound Lead Flow
402,946
Total Impressions
6,482
Total Clicks
3,002
Total New Leads
2,402
Total MQLS
720
Total New Opportunities
$647,390
Total Amount
13
Input =
Historical Data From MAS & CRM
A.I. Operator

14. Multivariate Experimentation on Auto-Pilot Operated by A.I.
14 14

15. Built-in Automation, Always learning
15 15
Pull from CRM
Accounts & Contracts
& Opportunity

16. Metadata + Conversica In Action
16 16
Challenge
Can we deliver high-quality, inbounds leads from named accounts directly to sales for follow-up?
Process
Results
After running automated campaigns for 2 months, our mutual customer identified 20 “Hot Leads” and is
predicted to close 3-4 deals, with an expected ROI in the range of 60-80x for the campaign.
5. Identify qualified leads
and flag them for sales
4. Engage leads using
virtual sales assistant
3.automatically
setup hundreds of
ad experiments
2. Generate
targeted
audience
1. Identify the
ICP from
CRM data

17. Most companies have room for improvement across the 4 Ps
17
• Of the 540 companies
that responded, only 36
(7%) received an overall
A grade.

18. What can you do to improve lead follow-up?
18

19. Questions?
See a live demo of
Conversica’s Conversational
AI following up on leads:
Every other Friday
@ 10 am PT:
con.ai/fridaydemos
The research report
referenced in
today’s webinar will
be sent in the
follow-up email
Request a demo of
Metadata to see how AI
and Automation can boost
your inbound lead flow:
metadata.io/start

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