What is a Conversion Vehichle
A conversion vehicle is a tool used to deliver value to a target customer, in exchange for relevant information. For example, a conversion vehicle could be a Software Price Calculator, to help a target customer understand how much a software typically costs. In exchange for the pricing information, the target customer would supply relevant information, such as what software they use, when they purchased, how many licenses, etc. It’s a give/get vehicle, heavy on the give.
Many conversion vehicles generate a report as the output. Data integrity is the foundation of every campaign. In order to generate a report with actionable data, Brass ensures accuracy of information from third party sources and/or crowdsourced information from current and former users of a software.
Brass generates conversions from your list of target accounts. These are accounts that you’ve identified as high-priority, or, “perfect-fits” for your business. Most of our Customers run a report in their CRM to generate the list of target accounts.
This varies per campaign, but a common target account list may have the following criteria:
- Opportunity is NOT a customer
- Opportunity stage is NOT active
- Last Activity is GREATER than 30 days
If you do not have data for target accounts, that’s okay! Ask your sales team to send you a list of target accounts that they’ve struggled to gain traction with. Questions? firstname.lastname@example.org
The Return on Brass