Introduction to Interactions first-party intent targeting
SalesWings Interactions empowers leading marketing teams around the globe with a user-friendly and highly effective way to turn qualified pipeline from website visitors.
Through hyper-targeting based on precise interests and intent of your website visitors, combined with additional relevant data sources about your leads and accounts, Interactions provides superior results for marketing campaigns.
SalesWings Interactions represents a powerful, additional channel which allows for timely and relevant engagements of your website visitors - read on for some inspiration of what you can do.
Index of Campaigns
Promoting events and webinars
News and announcements
Holiday wishes
Lead generation
Customer support
VIP and key accounts
Partnership focused
Up-selling & cross-selling
Types of Campaigns
Seasonal and temporary campaigns ☀️
Like many companies, you are constantly working on driving demand at every step of the funnel with current campaigns.
Given these are general nurturing campaigns, make them priority 2 or 3 campaigns, ensuring you're not prioritizing them over bottom-of-the-funnel campaigns that push leads over the line.
Here are a few campaigns where Interactions is a perfect complement:
Events and webinar Campaigns 🎫
Description:
You have an upcoming event where you'd like to drive attendees. SalesWings Interactions can engage website visitors with content promoting your event.
Tips:
Target website visitors who have already engaged with campaigns (email, ads, etc.) through UTM or referrer targeting, or who have attended similar events in the past
Target website visitors of specific segments, if the event is directed at specific personas, industries or accounts
Consider a call-to-action to an event registration landing page where they can learn more, or embed a form directly into the popup via HTML
Tag leads who engage with such campaigns by including UTM parameters in links where they engage or where they land after engaging the campaign, and hand them over to sales via real-time alerts or CRM reporting.
News and Announcements Campaigns
Description:
Your company has reached a milestone, important news or launched a new product or service. Leveraging SalesWings Interactions will help you spread the news directly on your website.
Tips:
Embed videos, messages from the CEO, send them to a blog post or provide them with a link to download a PDF.
Target website visitors who show interest in related services, products or topics, indicating interest in relevant news.
For product launches, target leads who have purchased or shown interest in related products in the past.
Target website visitors who have a certain score in a related area.
Target leads and accounts who qualify to have specific interests.
Holidays Wishes Campaigns 🥳
Description:
Xmas, New Years or National Holidays are just a few examples when a friendly message will help build ties with leads or customers visiting the website.
Tips:
Use CRM data to target website visitors based on location, for regional holidays.
Create a holidays calendar using ChatGPT and include Interactions Campaigns in your campaign calendar to not miss out an opportunity.
Evergreen campaigns ☀️
Evergreen campaigns are always-on, always-relevant, and low-maintenance for your team. We recommend having always 2 - 3 such campaigns going.
Set these campaigns to a priority depending on their importance.
List building & newsletter sign-ups
Description:
Starting with the obvious, make sure you consistently increase your opt-in audience and propose your website visitors to sign-up for your company news.
Tips:
Use a generic news sign-up form for ease-of-maintenance and put them on a dedicated nurturing drip. You can always fine-tune targeting later.
Target personas or leads with specific intent with subscriptions of specific segments; SalesWings knows what they want.
Embed forms from your marketing system via HTML.
Favor showing this to top-of-the-funnel leads who are browsing and learning.
Converting website visitors who are ready to meet
Description:
SalesWings' lead and account scoring allows you to target leads and accounts that are ready to buy. If you have contact-us pages, meeting or demo request forms that don't change often, this is a great campaign to increase lead generation from your costly website traffic.
Tips:
Always make this priority 1 - no need to nurture them if your final goal is to set meetings.
Leverage lead and account scoring to target people who have done significant research and are ready to meet with you.
Use CRM data to fine-tune targeting by lifecycle stage of your customers or partners
To minimize friction, we recommend using web-to-lead forms or meeting scheduling forms so they waste no time booking a meeting with you.
Customer Support and Success
Description:
Existing customers or partners may be looking for help, where a helping hand can be timely. Show them a path to help, when they show related signals.
Tips:
Target campaigns based on signals such as repeated help desk visits or pages where they can complain.
Target people with low NPS scores, inviting them to contact you for a chat.
Embed a chatbot with access to helpful resources, which allows you to proactively support them.
For business with high volume contacts, favor links to helpful resources. For business with high-touch service models, proactively propose a call-back or contact us form.
Send an email alert to your account managers or support team, when someone engages with such a campaign, or put them on a dedicated journey.
Supporting HR, hiring and recruitment
Description:
Some say, hiring is the number 1 most critical factor driving business results. By targeting website visitors who are considering key roles, you can push top applicants to apply.
Tips:
Set priority 2 or 3, if you have other campaigns that may be more relevant.
Target website visitors with email domains (or tags) indicating they work at a competitor. This can help you win over such people - if that is a priority.
Target your job openings pages and desks for repeat visits
Target people visiting your site from 3rd party career pages or job ads using UTM's or referrer source.
Use CRM data to target people who have shown interest in the past, or who have very interesting profiles and seniorities. Or, create multiple campaign by persona and show them relevant roles.
Send a sales alert to your HR team to let them know when they engage these campaigns.
Persona based campaigns ☀️
Persona based campaigns are fantastic campaigns, addressing website visitors with utmost relevant content.
Set priority 2 for campaigns targeting contacts and accounts who don't typically convert for business (partners, job applicants, etc.) and priority 1 for important business leads and customers you seek to expand.
Targeting key accounts and top personas
Description:
Key accounts, and top personas deserve a white glove treatment. If you can accurately target such prospects, you can give them content or offerings which only they should see.
Tips:
Provide them with a way to contact your top managers, or dedicated support teams.
Surface persona-based information; for example, show case studies focusing on ROI to CFO's or a VIP event invite to top decision makers.
Use CRM segmentation data or go extreme targeting specific people via email addresses for the ultimate targeting. Well, you don't want to miss a chance to engage someone that will change the game for you.
Make sure to target very granularly, given potential sensitivity of your content.
Include the customers logo in the popup, if you target individual accounts for top VIP Interactions engagements.
Partnership focused campaigns
Description:
You may have different partners such as channel partners or service partners. These look for very specific information, and you can even surface non-public information to them as you'll ensure only they can see it.
Tips:
Use email addresses or related tags indicating they're a type of partner.
Use CRM segmentation data for targeting.
Consider CTA's sending them to pages and content that is relevant only to them, or promote something you'd like them to learn about or buy
Share a link to gated partner content.
Up-selling campaigns ☀️
Existing customers have often revenue potential left on the table. At the same time, you have product launches or promotions which deserve the attention of those leads.
Such campaigns are great to drive leads and opportunities for a specific sales team, and helps you influence sales from the marketing side - and demonstrate your role in these deals.
Product and service launches
Description:
Similar to seasonal campaigns, when you invest in the launch of a new solution, you should make sure that the most-likely-to-buy are informed. It's easier to expand a customer than win a new one... let's do it.
Tips:
Target existing customers with specific offers or invitations to meet their account managers.
Make it easy for them to learn more, by including videos and product sheets.
Embed forms if you feel they should meet.
Look at signals and data such as customer life-cycle, past interests or engagement with parallel email and ad campaigns.
Other tips ℹ️
Embed AI Chatbots 🤖
SalesWings Interactions is versatile and your creativity is the limit. Talk to our team for customization possibilities, or work with agency to build a powerful, super-intelligence GPT chatbot that you then embed in your website.
Build a chatbot targeting leads, helping website visitors learn more. Make sure to provide them with RAG access to resources so they understand your personas, company and offering
Build a support chatbot that is shown to customers seeking help, with access to your support resources.
Target well AND exclude 🎯
The better your targeting, the higher the conversion on your campaigns. SalesWings provides you with unparalleled targeting options - make good use of them.
Think your targeting through and discuss it with your colleagues or us
Exclude people! For instance, existing customers or competitors should maybe not see certain things. Also, never invite an unhappy client to leave you an online review.
Use A/B Testing 🧪
Most importantly for evergreen campaigns, but powerful for any campaign that gets high-volume or runs long enough, test a campaign variation.
Build a perfect popup or asset that you like and make sure it displays perfectly.
Once it's perfect, create copies of:
Popups and content: Use variations such as different text or content
Campaigns: Test different targeting
Analyze and report on your campaigns 📊
SalesWings Interactions provides you with detailed reporting on the effectiveness of your campaigns. Go to the "Analytics" tab or build CRM reports to understand the success and impact of your campaigns
Review and optimize campaigns, turn off or modify campaigns that don't work well regularly in the Analytics tab.
Use UTM tags and SalesWings tags and establish reporting in your CRM to report on the influence of Interactions on outcomes - such as lead conversion rates or opportunity win rates.
Include Interactions consistently in your campaigns 📨
Make Interactions part of your core communication tool set. Create an evergreen campaign strategy and calendar, and make sure the team is aware of this powerful tool to support your goals.
Create an Interactions campaign calendar and review it in intervals
Embed them in omni-channel campaigns by targeting website visitors who engage with specific campaigns (UTM targeting)
Always test ❗
SalesWings Interactions make it easy to be the creative marketer you strive to be. Our campaigns are part of your website which means they are part of another technology.
Test campaigns before showing them to the public by targeting a hidden page first or a page with an impossible UTM parameter (i.e. ZTFUIZF45679967)
Have the campaigns checked by your colleagues for brand consistency, formatting and correct behavior
Have SalesWings review your campaigns 🙂
Your friendly SalesWings support and account manager team is always happy to review your campaigns. Let us know, and we're here to help with advice and testing.