Why did you decide to go for an automation strategy? What were your main goals?

[sakibkhan22197]

We realized that we were exhausted by searching, making in-person visits, and this type of thing. With marketing tools we can generate a large volume of contacts, segment them, and nurture them. I don't think that even a fleet of good salespeople, working very well, could do it if they were alone and worked only manually.

At Cryospain, we use automations mainly for what is germany email list called in-nutrient . That is, for contacts that come in, that we identify as interesting but that do not have a need to buy right now.

We segment our contacts by line of business, even by area of ​​interest, to share content that is related to their needs, so that they know that we can help them in those areas.

We have workflows through which we share information regularly to keep them up to date with what we do. We generate a lot of technical content. We sell through our completed projects, so that when they are, perhaps, in the future, in a purchasing position, they will think of us.



If you are interested in knowing all the details, download the CONNEXT 2024 Report



I imagine that designing and executing efficient workflows in the field of cryogenic engineering must not be easy, right?

The important thing is to produce quality content that is specific and of interest to the public. The other thing is pure programming. It's a little easier, like "jack, queen and king."

In both nutrition and recruitment, we have tried different alternatives. We have developed a calculator, which has not worked well for us. We have done webinars, which have not lived up to what we wanted. But we have also developed a cryogenic guide, which is our best document. It accumulates 50% of the downloads on our website. Because it is so complete, we have posted it on the websites of associations and other actors. And it continues to bring traffic and leads.

In the end, it's a bit of testing to see what works. This is easier because once the content is created, you have metrics to look at.




Yes, that is our main criterion. We want quality leads, rather than a large quantity. A few years ago we only got two or three a month. Now, as I was saying, we get more than a hundred.

We have managed to have a huge range of opportunities and to be able to select. For us, it has been a paradigm shift in terms of what I dedicate my sales effort to in the company.

Now, we focus on creating quality content to attract quality leads. We focus on identifying, nurturing and selecting them. We have reduced sales expenses because in the end we can sell more with fewer people because we only dedicate them to opportunities that have a payoff.




You also talked about numbers a moment ago. What metrics do you consider most important when it comes to measuring the success of your campaigns.