How Claranet generates qualified leads with email signatures

About

On October 1 and 2, the 6th International Marketing Meetings took place, of which Signitic has been a partner for several years.

One of the observations unanimously shared by sales managers during RIMs is the difficulty in being able to reach their prospects by phone since March 2020. Teleworking and the mixture of work and private life have put a lot of direct exchanges at a distance and slowed down or modified sales processes.

The email confirms its place of preferred media for professional exchanges

• How to take advantage of it?
• How to gain visibility,
• and make it an effective acquisition channel?

Challenges

Sandrine Bajolet, Claranet France marketing director, has had two challenges since covid:

• Make their offers better known
• generate qualified leads.

Targeted technical profiles and decision-makers are in high demand during the period, emails remain the preferred way to deliver them a message and content, which they read when available.
These profiles do not spend their time on social networks or responding to telephone requests.

Solution

The implementation and use of Signitic email signatures allows the marketing team to deploy and relay targeted messages, to:

• Relay content on online offers and events to new prospects to find out more, through all email contact points: cold prospecting, follow-up, email exchanges with a person from the team.
  
  
• Make other offers known to companies that are already customers, thanks to 1to1 exchanges with the various Claranet teams

Benefits

• Email has never been used as much as it is today
  
  
• A segmentation of messages, to personalize the approach: not all employees are intended to relay the same message. Defining a message according to the teams and the various business verticals addressed by Claranet makes it possible to gain in relevance to the content relayed.
  
  
• A schedule: Once the webinars are over, the messages are directly replaced by other content (articles, blog pages on the subject).
  
  
• Shared calendars: They allow your interlocutors to request an appointment in a time that suits them.

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