Leads are People Too: Track & Respond to Digital Leads Without Losing the Human Touch

Wednesday, January 20 | 10:00 - 11:00 AM
Location: South 220

Format: Building Knowledge Session 
Level of Content: Intermediate 

Appropriate for: Sales & Marketing Professionals, Subcontractors & Specialty Trade Contractors, Single Family - All

Track(s): Sales, Marketing & Customer Focus

Speaker(s): 
Alan Daniel, SmartTouch Interactive, Austin, TX | 
Melissa Morman, Builders Digital Experience (BDX), Austin, TX

What It’s About:
With all of the talk about lead conversion, it's easy to forget that buyers aren't numbers. They are people who want a personal touch, and if you don't provide it, that may just cost you the sale. But how is a salesperson supposed to keep up with thousands of personal conversations, via multiple channels, over a long buying cycle? Wouldn't it be great if your salespeople knew exactly when to follow up and what to say, based on a prospect's actions? In this session, you'll learn how to use technology and content to track and respond to buyers' digital signals so your salespeople make the right calls, at the right time, with the right message.

What You'll Learn:
Learn what marketing automation is, how it's different from CRM and why combining the two delivers more sales.
Learn what digital signals you can track with buyers and how to use those signals to trigger both automated and personal one-to-one communication.
Develop a marketing automation strategy, including content and technology considerations, and walk away with a proven workflow that you can use now.
Discover how to position your homes and educate buyers about the advantages of new construction, and understand what messages resonate with buyers.

Continuing Education: NAHB - 1.00 CE hour(s), NKBA - 0.1 CEU(s)