Every week a new report heralds the astronomical growth in Cloud spending. But if Cloud adoption rates are skyrocketing, why aren’t your sales?
Many MSPs read statistics about the worldwide growth in Cloud revenue and wonder, “Why isn’t our phone ringing off the hook with clients interested in adding Cloud services?” This is an important question to ask because it’s quite likely your customers and prospects are interested in Cloud. So, if they’re not reaching out to you for guidance, they’re almost certainly turning elsewhere.
The best way to prevent clients from leaving — and fill your sales pipeline with Cloud-hungry businesses — is to educate them by marketing your Cloud services while building trust in your brand. That might sound like a tall order, but that’s where data-driven email marketing comes in.
Is Lack of Awareness Costing You Clients?
Too many MSPs are unaware that clients are interested in Cloud until those clients switch to another MSP for Cloud solutions. If you educate your clients about your skills and the resources you have to deliver Cloud services, it’s more likely that customers will stay with you, gladly avoiding the hassle of changing providers.
Lack of awareness works against you in two critical ways:
- You aren’t aware of what your clients and prospects actually want (or who they really are). Without clear insight into who is seeking Cloud services and why you may be sending all the wrong messages. For example, a 2014 study found that 23% of Cloud spending happens outside of IT. If you’re only speaking to techies and not, say, chief marketing officers who are increasingly influencing IT decisions, you may be alienating your prospects.
- Your clients and prospects don’t know that you can meet their needs. They’re not mind-readers. Unless they call you directly or dig through your website to learn about your Cloud services, they probably don’t know those services even exist.
Data-driven email marketing is a powerful tactic that should be a part of your MSP marketing plan because it increases your awareness of your customers and leads — and their awareness of you. How? Read on and learn what metrics and insights data-driven email marketing can yield.
Stop Guessing and Start Piloting Your Business
Today’s B2B buyers have high expectations. They want vendors and service providers to anticipate their needs and provide useful, relevant information at the right times. MSPs must be armed with client and prospect data so they can warm up leads with suitable content, and take action on important “intent signals”, such as email opens or case study downloads.
What’s one piece of information about your prospects that would make your marketing more effective and empower your sales team? How about their IT budgets, or how much time they spent reading content on your website? With data-driven email marketing, you can uncover key information about potential buyers, and then use it identify warm leads and market to them more effectively. For example, you can segment your email lists to improve the relevance and timing of your messages. Segmentation is one of the best ways to increase email marketing conversions, leading to 200% higher clickthrough rates and other impressive results.
With the right data-driven email marketing tools, you know which prospects are engaged and consuming your content — down to the specific articles and landing pages they’re visiting, how often, and for how long. That’s how you zero in on the hottest leads, and stop losing them to the competition.
6 Key Metrics of Data-Driven Email Marketing
Data-driven email marketing works by combining analytics tools and reporting capabilities to reveal who your real Cloud leads are. When done right, you can access meaningful measurements of email and content performance and lead readiness through timely, customized reports.
Here are six key metrics to track in your data-driven email marketing campaigns to identify leads and keep prospects engaged:
Lead Insights Metrics
Never be in the dark about prospects’ business needs and interests again. Arm your sales team with the insights they need to reach clients with the right information at the right time.
1. Qualified Leads
When does a prospect become a lead? Identify who has shown interest in your services and also has the right budget, authority, needs, and timeline to become a customer. This information also helps you reactivate “sleepy” subscribers and clean up your email lists.
2. Lead Scoring
Rank the value of each lead so you can prioritize who to pursue. When you continue to send emails with no knowledge of where your readers are in their research and decision-making process, you weaken your relationship with the prospect. Lead scoring allows you to rank prospects automatically according to their readiness to buy and their value to your organization. Base your rankings on behaviors that signal interest and intent, like downloading in-depth content or viewing a pricing page.
3. Lead to Close Ratio
How many leads become customers in a given period? This measurement demonstrates your overall sales efficiency and helps identify where to focus your efforts in order to increase conversion rates. Once you start using data-driven email marketing, you’ll see your lead to close ratio improve as you continuously qualify and nurture your leads.
Content Performance Metrics
You need to understand exactly what’s happening with every email, link, landing page, contact form, and download. If you’ve tried email before and say, “It just doesn’t work for us,” then you probably need to evaluate why people didn’t engage with your email content and try a different approach.
4. Click-Through Rate
High email open rates are great, but they’re not as strong an indicator of email marketing performance as click-through rates. Healthy click-through rates let you know you’re sharing relevant content and have engaged your contacts. As you discover which links receive the most clicks, you’ll learn more about your prospects’ interests so you can send them even more useful content next time.
5. Bounce and Churn Rates
Just like click-through rates tell you what prospects want, bounce and churn rates reveal what they don’t want. When your contacts unsubscribe, or visitors abandon your landing page after mere seconds, you can assess what went wrong and test different content until the bounce and churn rates drop. Without these metrics, you’re likely to repeat your mistakes.
6. Conversion Rates
Conversion isn’t only about closing a sale. How many email subscribers answered your call to action and filled out a form to download further content? Every time you issue a call to action, you must measure its success by the percentage of people who followed through — aka converted. Conversion rates are informative throughout the buyer’s journey — even if a prospect is just beginning to search for solutions — because they enable you to “connect the dots” between your email content and its contribution to your sales pipeline.
Increase Cloud Revenue With Data-Driven Email Marketing
Data-driven email marketing drives as much revenue as all other types of digital advertising combined. A study by the Direct Marketing Association found that email also brings in the highest overall ROI and is particularly good at generating leads. It also found that 56% of marketers planned to increase their email marketing budget.
With our Cloud-specific, cost-effective MSP marketing services, Five Pilots makes data-driven email marketing easy and feasible for Cloud providers who lack big marketing departments or budgets. Cutting-edge email marketing metrics, analytics, and reporting are the basis of everything we do. Our lead generation metrics empower you to find the hottest leads in your list and act on them when it counts.
Talk to Five Pilots today to learn how data-driven email marketing can unlock Cloud leads.