Trada Hones in on Hot Leads with Tout
About Trada
Online advertising is a crowded, confusing industry that Trada brings sanity to. They run the first and only crowdsourced, community-based marketplace for online advertising. Clients sign up, detail their needs, and are matched with industry experts, eliminating the need for a full in-house paid search team. Their business provides an easy solution that’s ideal for mid-market and larger small businesses.
We've profiled Trada in the past to spread word about a job opening for Business Development Reps. Check it out to learn more about their team and great culture - as well as their annual scooter race!
The problem
Trada’s messaging and lead follow-up process were systematized, but they lacked key insights into their day-to-day sales communication. Their Business Development Reps weren’t sure which leads were the most qualified to follow up with, and they also weren’t sure what communications resonated the most with prospects.
The Solution
Trada’s sales and marketing departments worked together to get Tout running for the team. Marketing created templates for sales, and sales used these in their everyday communications to A/B test and gather usage metrics. Tout’s templates save Trada time writing repetitive emails, and they ensure that messaging is consistent across the team. As a fast-growing company, new Business Development Reps can quickly get up to speed on the sales process and messaging. Trada’s sales team can now gain critical insights on a lead-by-lead basis - by knowing who opened their emails - to hone in on the most interested leads with targeted follow-up.
Tout enables our sales team to prioritize their day. In the past we wasted time chasing leads who never opened the emails we sent them. By using Tout we can now target prospects that we are confident have opened their email. Tout also gives us insight into how quickly they are opened, how many times and what action they take after reading,"
- Chris Crawfurd, Director of Training and Sales Enablement
Bonus: ToutApp best practices from the Trada team
- Move recipients with the most clicks and views on emails to the top of the list for follow up
- Have marketing and sales work together to create and test sales email templates
- Follow up with an email or phone call when the Live Feed shows a lead viewing your email
- A/B test sales templates to see which perform the best, then use the ones with the best statistics.
Team of the Week: Ambassador always has their Live Feed running
Our featured Team of the Week entry comes from Derek from Ambassador, writing this on behalf of his sales team. Every week or so, we'll profile a different person who uses our app to improve their email productivity. If you would like to be featured in the future, you can apply here.
At Ambassador, we help companies track and manage customer referrals. We'll let you reward your customers (or affiliates) for referring their friends, family, community, or users to you. Once you've tracked referrals, you can issue cash rewards using our integrations with Paypal and Dwolla. We're a hustling Techstars NYC startup in the one and only Detroit, Michigan. I'm managing our sales and customer service communications.
We LOVE ToutApp because we can see how effective our emails are at educating new customers about our product and its features.
ToutApp also lets us see which attachments are opened, when people reference them, and when they go back to review them. Tout also lets us know that a follow-up email has been read or clicked, letting us know that it was compelling to the recipient. Really useful - I always have my Live Feed running!
ToutApp Tip of the Week: Follow Up with People who Care
This best practice for how to use ToutApp is brought to you by one of our awesome users, Clint Berry, a developer at Weave Communications. Check out more best practices for how to use Tout here, or you can submit your own tip.
We have a small outbound call center with sales reps who call dentists and try to schedule times to demo our software to them. Many dentists will say, "Email me more info and I'll look at it." Sometimes that means "Go away".... but other times, dentists will actually look at the info.
I follow TK (ToutApp's founder) on Twitter because he is cool, and I have always wanted a reason to use Tout and finally saw my opportunity.
As we refined our sales process, I said "You gotta use Tout!".
So we signed up and started emailing dentists that wanted more info through ToutApp. Our reps then would keep a close eye on the real-time dashboard and see if anyone clicked on the links we sent over.
Day 1 of using the product, we saw that a dentist clicked our link... and then it got clicked again, like he was showing someone else. We gave him a call and whamo...! He was interested. We demoed the software to him and his staff, and we got a sale! It was epic.
Should you bother sending your Sales Emails on Cyber Monday?
After successfully avoiding Black Friday, my next challenge is Cyber Monday. There is no dodging this day as my email inbox is full with subject lines, “Tara we have a deal for you” and “Cyber Monday 50% off.”
If you’re a fan of email marketing and jump-for-joy deals today is your day. Inboxes are bound to fill to the brim and traffic on the email freeway is likely to get a little backed up.
On Friday I stayed inside, eating Thanksgiving leftovers shielding myself from the aggressive crowds at the local shopping centers. Even sad to say I did not part take in Small Business Saturday. Well, I obviously cannot boycott checking my inbox or sending emails today and so face-to face with Cyber Monday here I am.
Tips for Sending your Sales Emails Today
1) Schedule a follow up. Even if your subject line is incredible today, some emails are destined to get lost under a pile of others. Use Tout to schedule an automatic follow up email. After creating your template select:
2) Keep your eye on the Live Feed. The good news is your recipients will be glued to their email today. If you see someone going click happy engaging with your email jump on the opportunity to pick up the phone to call.
3) Use Tout to send your emails later. Avoid the Cyber Monday traffic hours. Don’t send emails between 12:00-2:00pm. Schedule your emails to be sent before or after the traffic.