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What is a hot reed?

In order to extract and approach potential customers using MA tools, you must define “hot leads”.
Without this definition, MA cannot be used to efficiently approach customers.
Now, let me explain what the definition of "hot lead" is and how to define it.

Definition of hot reeds

What is a hot reed?

A lead is a "real name user" registered on BowNow, and hot means that there are many factors that lead to orders and that it is a "lead that is beneficial to your company."
In other words, it is a "prospect customer" that leads to business negotiations and orders.

What is a hot definition?

The "hot" concept we define can be broadly divided into two categories.

Status: Customer review level

Status refers to the level of consideration, and the level of consideration is determined by the "actions" taken by the prospective customer.
Define some steps to purchase your product or service and use it to understand the level of hotness.

For example, it is good to measure the degree of examination with something like BANT conditions, but if you can grasp where the examination stage of the prospective customer is currently stopped as shown in the figure below, you can specify the examination level to some extent and determine the status. You can take an approach to take it to the next stage.

* BANT condition: A method of segmenting business opportunities by focusing on the four conditions of budget, decision-making power, necessity, and introduction time.

Potential: Customer requirements

Potential is distributed according to the target conditions of the company based on the "company and personal information" of the customer.
It is used to define the conditions of companies and persons in charge who have a high probability of purchasing their products and services (satisfied by using their products and services) and to grasp the level of hotness.
For example, is it the "industry," "scale," or "region" that your company wants to aim for?
The current situation is that there are a large number of companies that do not have a well-defined customer (target) that is beneficial to their company, or that they do not have a common understanding within the company.

-Potential exampleI see.* Opens in an ebook
-About "ABM" that visualizes potentialKnow

To predict the status (examination level)

Now let's see what you are doing to predict your status, the level of consideration.
Previously, levels could only be measured by "sales representative hearings."
However, with the advent of MA tools, it has become possible to predict the level of consideration to some extent from websites, email browsing status, DL of specific materials, and participation status in events.

The figure below is a hypothetical diagram of what page to view at the examination level on which general BtoB site.
Such content itself is also divided into "information that only those who are considering it will confirm" and "information that people who may consider it will confirm", so classify the content that corresponds to the examination level firmly. Publishing online is very important.

In the above example, if you are a user who is browsing the following page, you can say that the degree of consideration is high.

Page browsing example that predicts that the examination level is high

・ Price page
・ Quotation request page
・ Inquiry page
・ Delivery flow page
・ Q & A page regarding contracts and usage

In addition to the above, there are several BtoB-specific examination-level measurement methods.
Please use it as a reference for measuring your own examination level.



To determine potential conditions

When deciding the potential conditions, first decide who you want to target.
There are two main factors that determine the potential.



We will consider the "conditions" for identifying the target for the above elements.
The condition here is to perform segmentation work that divides the target based on attributes and actions.


If the company conditions and personnel conditions that are beneficial to the company are shared within the company, not only will marketing and operating costs be minimized, but wasteful resources will not be wasted.
To put it the other way around, the level of consideration is extremely high, but the level of consideration is still low because if you have only customers who do not match the unit price of your product at all, you will continue to use unnecessary advertising expenses and resources. However, it can be said that the final effect is higher when approaching leads with high potential.


Extract hot leads with BowNow

Then, I will show you how to extract hot leads with BowNow based on a concrete extraction example.

Example of extraction method in hot leads

I downloaded the material

Looking at multiple pages

I have accessed many times in a short period of time

Looking at a specific page

Multiple people are accessing from one company

Responded to the email

We will introduce the actual extraction items of each of the above.
If you want to extract under other conditions, please check the lead search method below.

I downloaded the material

Leads or companies that downloaded certain materials after visiting the site
▼ Features
・ There is a high possibility that it is a quasi-explicit / latent layer rather than an actual layer.
・ It is easy to become an appointment that answers your worries.
▼ Example
・ Free diagnosis
・ Demo version trial
な ど
▼ Search target in BowNow
・ Company search
・ Lead search

▼ Action example
▼ Search method Lead search

Looking at multiple pages

You are browsing multiple pages on the site
▼ Features
・ Because you are browsing many pages, the level of consideration may be high.
▼ Search target in BowNow
・ Company search
・ Lead search

▼ Action example
▼ Search method Lead search

I have accessed many times in a short period of time

Companies that access many times within a certain period of time
▼ Features
・ It is highly possible that information was suddenly needed or the examination stage was entered because the access was made in a short period of time.
▼ Search target in BowNow
・ Company search
・ Lead search

▼ Action example
▼ Search method Lead search

Looking at a specific page

You are browsing pages that specifically lead to purchasing or consideration, such as campaign pages and price lists.
▼ Features
・ It is highly possible that you are interested in the product (service) because you are browsing the information that the reviewers need.
▼ Search target in BowNow
・ Company search
・ Lead search

▼ Action example
▼ Search method Lead search

Multiple people are accessing from one company

Accessed by multiple people (cookies) from one company (IP address)
▼ Features
・ The fact that there is access from multiple people within a company may be shared within the team or confirmed by the boss.In other words, it is highly likely that the company is considering it.
▼ Search target in BowNow
・ Company search

▼ Action example
▼ Search method Company search

Responded to the email

Leads who respond to sent emails and click links
▼ Features
・ Opening & access > Opened > Unopened It can be inferred that the stage of interest is high
▼ Search target in BowNow
・ Lead search

▼ Action example
▼ Search method Lead search

Save search conditions

Once you have decided on the conditions for extracting hot leads for your company based on the above conditions, you can further improve the efficiency of sales by making it possible to extract them immediately.
Save the search conditions you always want to put out on BowNow.

How to save search conditions

After performing a search once with the search conditions you want to save, click the "▽" button on the right side of the search button, click "Save search conditions", and save the search conditions with a name.
If you register with the search conditions of the same name, it will be overwritten.

Learn more about the search function

Let's approach first

Even if you can extract hot prospects as described above, you may be wondering, "Is the order rate really going up?" Or "Is it possible to improve efficiency?"
If you ask for big results that do not go well, it will take a medium- to long-term time to reach the results, so first try approaching with the feeling of doing test marketing even with a small number of leads.
We recommend that you further expand the results that have been achieved from there.
 

For those who want to know more about BowNow

I understand the hot lead, but I want to know more about other functions, please tell me how to actually set it, etc. In order to make more use of BowNow, we are limited to customers using BowNow We are holding a study session.
Please join us!
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