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Automated Two-Way Texting: The Complete Guide

Sales and marketing automation can improve your lead to contact rate, fill your pipeline with qualified leads, prevent drop in your sales funnel, eliminate repetitive tasks from your day-to-day and so much more.

When you integrate automated two-way texting into your existing sales process and automated workflows, you open up all new possibilities that will give your team a competitive edge.

Have you ever...

  • Noticed your CAC rising higher and higher even with new top funnel tactics?

  • Had leads fall through the cracks when they're handed off from marketing to sales

  • Missed out on a deal because the sales reps took too long to follow up, or gave up on nurturing too early?

  • Been ghosted by prospects who scheduled a call and never showed or responded to your follow ups?

Do you want to...

  • Boost lead-to-contact rates with lightning fast lead outreach?

  • Qualify more prospects without wasting time on unqualified leads?

  • Convert more leads from online quotes or pre-qualification to application?

  • Spend less of your time nurturing leads and leaving voicemails?

  • Use data and insights you already have to programmatically trigger timely offers to customers and cold leads?

In this guide, we'll teach you everything you need to know about automated texting, and show you the benefits of pairing automated text conversations with your sales playbooks for qualifying, lead outreach, nurturing and more. Get ready to supercharge your sales with automated two-way texting.


What is Automation?

Simply put, automation is the technology by which a process, procedure or task is performed with minimal or no human assistance.

For this guide, we'll be focusing on a few types of automation: Robotic Process Automation (RPA) which is a subset of Business Process Automation (BPA). BPA is the technology-enabled automation of complex business processes. Think of RPA as the sibling of BPA, except it leverages Artificial Intelligence and software robots (bots).

BPA vs RPA

What is Automated Texting?

There's a lot more out there than texts blasts with website links and discounts from stores and politicians 😜

Like the name suggests, automated texts are SMS messages that are triggered or scheduled to send on their own. The most common kind of automated texting is a one-way alert (coupons, appointment reminders, marketing promotions, confirmations, etc.) where a business sends an automated message, typically containing a link or other CTA outside of the conversation, and the user cannot text back (aside from saying "Y" or STOP). This overview we wrote for ClickZ will give you an even more detailed picture of the difference between the types of automated texting experiences. While many businesses have seen early success with the one-way methods, the future of automated texting we are creating is more purposeful, useful, and valuable for the customer AND the business. 

We believe that the future of automated texting is conversational. The future is automated two-way texting.

What is Automated Two-Way Texting?

Instead of static alerts, links and spam, automated two-way text conversations allow the recipient to text back and interact with an artificial intelligence (AI) powered digital assistant, and complete tasks in a conversation. It's a similar experience to a manual SMS conversation between a lead and a sales rep, except that sales rep is an automated digital assistant. This is a much better experience for the user, and much more valuable for the business.

Automated two-way texting adds a communication layer to internal processes and workflows, like activities and triggers in your CRM. By introducing a text conversation to these processes, you create something that more closely resembles a human process that interacts with your leads (like a sales rep would), and they can text back. The result is a "virtual team member," aka an automated digital assistant that acts on your behalf, has text conversations with your leads, and enables them to complete tasks in those conversations.

How Can Sales & Marketing Benefit From Automated Texting?

Automated texting is one of the best ways to incorporate automation into your sales and marketing efforts. With automated conversations, businesses can turn tasks like lead qualifying, nurturing, outreach collecting documents and more, into two-way text conversations - without the added human effort.

Leverage the power of texting

Texting is a persistently open channel. This means you can engage with leads later on if they drop off during the qualification process (unlike a website form) and pick up exactly where they left off, in the same conversation. With open rates on SMS as high as 98% and most sales texts being opened within 30 minutes, you can't afford to miss out on the texting opportunity.

More value from your marketing dollars

You’re already filling your funnel with leads through advertising, social media and your website traffic, why not make this traffic actionable? By replacing your website forms with a text conversation, leads are able to take action and get a personalized outreach right away. Wondering what that might look like? Try texting with Mav directly from our website.

Mav Demo

There’s a 10x drop in lead qualification when you wait longer than 5 minutes to respond. Don’t miss out on the opportunity to convert inbound traffic and improve your lead-to-contact rate at the same time with automated texting.

Programmatically trigger SMS workflows

In sales and marketing, your CRM is your home base. Like the automated workflows you've already built in your process, Mav allows you to configure automated conversations to kick off based on activities in your CRM 😱 Plus, all of the conversation details collected from a prospect or customer during their conversation will be routed back to your CRM, so you know exactly where your lead is in the process.

Major efficiency gains 💪

This one is simple. Using automated texting to communicate with leads means you'll will spend less of their productive time nurturing, wondering where a lead stands, and less time working unqualified leads. With the efficiency automated texting can give you, you'll have more time to spend with qualified leads, clients and referral partners, and growing the business in new ways.

Ensure consistency

Every human is unique and does things a bit differently. For sales and marketing, communicating quickly with the same messages and nurturing consistently is crucial. 44% of sales reps give up after one follow up, and even less run their playbooks the same every time. Automated texting ensures your leads will get the message you want every time (fast!), and nurture for as long as it takes.

And much, much more! With automated two-way texting you can...

  • Reach out and introduce sales reps to leads quickly, increasing lead-to-contact rates

  • Use data to offer new and timely offers to customers and cold leads

  • Qualify your leads via text, so you only spend time closing ready leads

  • Nurture and direct your inbound traffic with personalized recommendations

  • Re-engage leads who have missed calls and find the best time for you to speak again

  • Stop getting ghosted 👻 and finally find out if they're still interested

Texting for sales and marketers is a no brainer. Using automated texting to have conversations, nurture prospects and convert leads is a game changer.

Let's look at a few examples of how automated texting can convert leads and benefit your customers at the same time.

What do Teams Want to Automate?

Automated Texting Keeps Leads Moving Through Your Pipeline

When a lead falls through the cracks when they're *this* close to qualifying or converting, it can be frustrating. Those common dark spots in an acquisition funnel, like the gap between quotes and applications completed, free trials and paid accounts, interest and consultation, are important to solve, but also really expensive to solve. Automated texting can bridge these gaps.

How?

SMS is a persistent messaging channel. Persistent channels create users. This means, when a lead texts your digital assistant, they are now a user that you can nurture and re-engage strategically at a later time. You can also recall conversational details like their name or any previous quotes and rates, which is essential for customer retention. This is the key difference between automated texting experiences and website forms or chatbots. When a lead leaves your website, even if they interacted with your website bot, they are gone, and you cannot engage them again.

What does this mean for customer retention?

If someone drops off at any point during your conversation, you can re-engage them and remind them to continue. Many times, a customer is chatting with you and something pulls them away, or they need more time to make their decision. Maybe they had to go into a meeting, hop in the car, or just got distracted, and forgot to come back to your conversation. Automated texting is smart. The nurturing texts are taken care of automatically, and the conversation with your customer will continue at the exact point they dropped off.

Here's how it works:
Automate Re-Engagement Texts

Automate Your Text Lead Nurturing Process

Less than 5% of voicemails are responded to. That means you might have to leave 20 voicemails to follow up before you get a response. Lead nurturing is frustrating, time-consuming and repetitive. So frustrating, that 44% of sales reps give up after one follow up. Stop spending valuable time leaving voicemails, sending manual texts and automated emails that go unopened. Use automated nurturing texts and bring them back to life.

Automated nurturing with Mav is simple. Enter a prospect's name and phone number, or trigger a workflow based on an action in your CRM, and send an automated text to find out if they're still interested. Right away, you increase your open rates over 20x. Your nurturing texts will be scheduled to send in smart timing intervals so you can convert more leads, Day 1 or Day 58. Leads can also request follow ups on specific days, and Mav will remember to reach out. No need to add it to your to do list, Mav handles the entire process.   Turn your traditional lead nurturing process into a fresh, new experience with automated texting that you AND your prospects prefer. 

Here's what we mean:

Text vs Voicemail

Ready to Join #TeamAutomate?

Now that you know a few of the benefits of automated texting for sales and marketing, you probably have several ideas of how your business can benefit from running automated playbooks and automating your repetitive tasks like: filling your free consultation and demo pipeline, qualifying prospects, moving leads from quotes delivered to application started, confirming, rescheduling and nurturing, and of course, convert more leads. We couldn't agree with you more.

Let's review what we've learned:

  • BPA and RPA are the technology-enabled automation of complex business processes. The main difference between them is that RPA utilizes software robots or artificial intelligence workers.

  • Automated texting is SMS messages that are scheduled or triggered send on their own. By adding an interface (like a text conversation) to your internal automated workflows, you can create a two-way conversation between your process and your prospects, using an automated texting robot. This would resemble a human process that interacts, or texts, with leads on your behalf, and the lead can respond. It's like adding an AI assistant on your sales team.

  • Reach out to leads with automated texting and convert faster and better than a traditional web form. Ask prospects qualifying questions to find out if they meet your criteria and tell them if they're qualified right in the conversation.

  • Re-Engage leads who have dropped off at any point in the conversation with SMS, a persistent messaging channel that allows them to pick up right where they left off. Your website can't do that. 

  • Nurture leads who ignore your voicemails (because 95% do) and drip emails with automated texting and bring them back to life. Continue to follow up in smart timing intervals so you can find a time to talk again, Day 1 or Day 58.

And let's not forget, people love to text! It’s important to interact with prospects and customers the way that they want. It means more conversions, happier customers, and more referrals. Automation is the easiest way to take daily repetitive tasks off of your plate, and when your business starts texting, it gives prospects the convenience they want by making you available 24/7. 


Not sure what to do next? Mav can help.

Mav is the AI assistant for Fintech customer acquisition. Mav has fully autonomous text conversations with your leads and customers. Qualify leads, re-engage existing customers with new offers and follow up with leads who drop off during applications - all on autopilot.🔥 With automated workflows, Mav knows when to start texting and when and where to deliver your lead data. 

Our playbooks turn daily time-consuming sales tasks into automated, two-way text conversations, and they're ready to run on day one.

Current texting playbooks:

  • For Outreach: Introduce your sales reps, improve your lead to contact rate and convert leads faster.

  • For Nurturing: Send personalized, persistent and timely follow ups so you can convert more leads, find out if they're still interested and schedule more appointments.

  • For Qualification: Qualify prospects and grow your qualified lead pipeline.

Want to chat more about how automated two, way texting can help you? Book an Intro Call below.

Hillary Black

Hillary Black

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