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Introducing: ABM Content Plays

Henny Mevorach
,
April 9, 2018

The “auto-play” for Salespeople to educate customers

We’ve all been there, we get a call or an email from a salesperson trying to convince us to buy their product without really trying to understand us or the challenges we face. When they share content, they typically throw our way some generic video or a bunch of PDFs that are very product-focused and not relevant to us. This is frustrating and a prescription for a dead end.

Today’s buyers are well informed and their expectations are high. At a minimum, the salesperson should be an expert in his/her  domain, understand our challenges, know us and provide real value across the sales process. This is true when companies are trying to win new customers, or managing current relationships with their existing customers for renewal, upsell and cross sell. This approach sets up the relationship for sustainable value-driven success.

Value = Great content + Seller as a trusted Adviser

At Folloze, we believe that true sales success encompasses education and a prescriptive approach. It is important to layout a strong foundation to educate prospects during the buying cycle. By creating a well-thought-out content journey, salespeople can  now be seen as a partner and trusted advisor. By helping their prospects learn how they can overcome their business challenges be better at what they do, they can provide real value. The result, a prospect who is well informed, confidence  in their decision when they buy your product, and a much shorter sales cycle.

We are excited to announce the release of the Folloze ABM Content Plays.

Content Plays

ABM Content Play is a powerful way to execute highly-targeted multi-touch campaigns that allows sellers to engage their prospects through content journeys. Today, campaigns sent through marketing automation platforms deliver messages that are usually generic and in most cases, do not allow input from individuals  who have first-hand knowledge of  the account – the sellers. ABM Content Play allows for a connected sales and marketing approach where both teams are given the trust, visibility and control needed to ensure prospects are nurtured with precise messaging and relevant content that resonates with their  interests and needs.

Now, you can nurture prospects with relevant content through a prescriptive approach and your message will not end up unopened or worse, deleted from their inbox.

Personalization and Relevant Content delivered at the Right Time

With the ABM Content-Play it is easy as 1-2-3! A seller or marketer can select the sequence of relevant content from a Folloze Board, create a personalized message and schedule the release date and frequency.

Setting up a content play is easy, just select desired content and define the cadence

Marketers can define default emails as part of the content play templates

Personalized Nurturing at Scale

The ABM Content Play turns our Send-on-behalf feature into overdrive. Now, you can send-on-behalf and execute multi-touch prospecting with  just a few clicks. One campaign, multiple touches, multiple release dates, and from multiple sellers.

Send on Behalf + Content Plays -> unprecedented scale in multi-seller and multi-touch campaigns

Features

ABM Content Play

  • ‍Simple to set up  - easily turn every content board into multi step email campaign
  • ‍Define frequency of delivery and exit criteria
  • Send as me, send on behalf of a salesperson or on behalf of multiple sellers
  • ‍Create  a content play template or build your own

Campaign Scheduling

  • ‍Send ASAP or schedule for future date
  • Set up a specific date and time for your campaign to be sent.

Visibility & Control

  • Stop, edit or view any content play campaigns in-flight
  • ‍Salespeople can approve, edit or decline a content-play that was sent on their behalf
  • Review contact list: remove add or edit contacts in the content play campaign
  • ‍Full visibility of all content play campaigns status that are in-flight
Salespeople can approve, edit or decline the campaign

Marketers have full view and status of all Content Plays in-flight

Use Cases and Business Results

There are plenty of use cases where salespeople can apply this method. For example, Folloze customer Audiocodes, has  been using Content Plays to nurture  their partner ecosystem. Within just 90 days of deployment, they saw an increase of 27% in their partner deal registration (learn more)

Here are ways you can apply content plays to your ABM Strategy:

Register for the Content Play Webinar to learn more and see a live demo.