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Here are three takeaways I've had from upsell campaigns:
- Its about targeted content. Your customers trust you, and you know more about them than your competition does. You have a unique window to establish their pain points through targeted emails. You should have specific case studies, white papers, videos that utilize what you know about your customers.
- Lead scoring for multiple products: although this can get complicated, scoring on product interest based on demographics and behavior goes a long way to help the sales team, if the buyers for each product are the same contact. If you implement this on each product (rather than on customers vs leads) you'll be able to surface the customers with a potential upsell opportunity
- Program attribution over lead source: more than ever, you'll need to use Programs or SFDC Campaigns to identify influence on the upsells. If you have targeted campaigns to drive the upsells, however, this may be a simple matter of looking at leads engaged with those select programs. A second revenue model may be useful to you here, if you are only selling the upsell to existing customers.
Hi Sheena - How'd it go? Any lessons learned you can share?