7 Ways to Attract B2B Buyers With Mobile Marketing

B2B Mobile Marketing

This article was posted as a Guest Blog Post by our affiliates at Trumpia

Google is now reporting that 42 percent of B2B buyers are starting their research process on their phones. This number will only continue to rise as the B2B buyers increase with Millennial professionals who are well-versed in mobile technology.

Websites that aren’t optimized for mobile are seeing a downward ranking on Google (who knows full well that their users are often on devices with smaller screens). Users that land on pages poorly designed for their device are likely to back out and go somewhere else. No one wants to pinch and scroll just to read the marketing message or try to click in tiny links to navigate a page. Instead, companies need to use optimized web site designs so that their pages fit on any screen. Optimized pages load quickly and are set up differently to fit on smaller screens.

1. Design Responsive Emails

Along with your website, your emails are going to be likely viewed on mobile devices as well. In order to have easily readable emails, you will want to utilize responsive designs that will adapt to the screen size they are viewed on. Keep your subject line brief, preferably 3-5 words so that it won’t be cut off by the device. Limit your graphics and compress them to a small size so that you won’t even add a second to the email load time.

2. Build an App

Apps are frequently used by mobile users. Many businesses are finding that an app specific to their brand products or services can help increase retention with users. Apps can help draw back customers by managing rewards programs, streamlining the order process, enhancing the purchase experience and more. In order to create an app that really adds benefit to your customers, you will want to identify a very specific type of customer or lead and then focus on services that will directly address a business pain or marketing strategy for that type of customer. Don’t make your apps too broad or they will cease to be of any real value to anyone.

3. Utilize Established App Platforms

When you realize that mobile marketing is important to snagging a major part of your audience, then you will also realize that many apps are already getting a lot of attention. Use popular apps, like Facebook and LinkedIn, to address an audience that loves to browse content. Pinterest and Instagram appeal to leads that love looking at visual inspiration. Make sure you keep your profile updated with valuable content and fill out all details (especially contact information), so your viewers don’t have to search to find you later.

4. Create Optimized Landing Pages

If you’ve already optimized your website and email campaigns, then you will want to start creating optimized landing pages. These are going to be different than your typical landing page, because they will be designed to fast action and streamlined CTAs. Keep your pages short, sweet and visually straightforward. Remember that keeping information “above the fold” (before the user has to scroll further down on the screen to see more) is important for getting your message across immediately.

5. Trim Your Content

All of this optimizing for smaller screens is going to mean that you need to write content that is concise. While an article can be a longer form of content, your web pages, landing pages and emails all need to be to the point. SMS is a great way to deliver snappy content directly to a user’s device. It is especially important to keep your headlines short, as well as subject lines and headers that break up your content.

6. Foster Sharability

There are several things you can do to increase sharing and engagement from your B2B audience:

  • Don’t focus on your brand — focus on what your audience needs and wants
  • Post about industry important topics, trends, tips and stories that are not product- or service-related
  • Utilize emotion to drive importance — users that feel empowered, sad, scared, enraged or inspired are more likely to share the content they identify with
  • Use images to intrigue readers to stop scrolling and click on your content — images throughout the text will also keep your users eyes moving

7. Streamline Your Funnel

Finally, make sure you are very careful to create a sales funnel that does not have rabbit trails for your leads. Mobile users are making decisions quickly, while they are on the go, taking a short break or waiting on something. Keep your CTA clear and singularly focused so they are not distracted before getting to a decision point.

What’s Next?

How do you ensure that your customer is getting the best mobile experience possible when interacting with your brand? Make sure to share them with us in the comments below. I would love to read them.

Author Biography

Sophorn Chhay is the marketing guy at  Trumpia, a mobile content delivery service that allows users to customize their one-to-one marketing efforts by interconnecting and optimizing all digital platforms. As an innovator in two-way SMS/MMS marketing, Trumpia’s mission is to empower brands and public figures with interactive access to their audiences, reaching targeted affinity groups in a personal way. Trumpia delivers world-class content such as video, ticketing, polling, products sales, contests and giveaways.

Follow Sophorn on Twitter (@Trumpia), LinkedIn, Facebook and Google+

Marketing Automation Company Introduces World’s Easiest to Use Web Form Builder

ALLEN, TX — July 14, 2016 — Lead Liaison, a leader in marketing automation software, announces exciting new features to enhance user experience within their top rated platform.

World’s Easiest to Use Web Form Builder

Great marketing automation companies are superb listeners. One attribute that Lead Liaison is known for is the attention they give to what users have to say about their application. This upgrade is no different. Feedback indicated that there was a need for an easier interface when creating forms within Lead Liaison’s Revenue Generation Software® platform. Their new form builder, which mirrors user experience for their email builder, was released last week. It features drag and drop functionality and the ability to customize color, fonts, field sizes and more with just one click. This feature is expected to cut down on time markers spend creating campaign content.

Jen Worsham, Director of Marketing & Client Relations at Lead Liaison says “Being able to style a form from the user interface is huge! Prior to this new generation form builder, customers would have to create separate style sheets. Now, they simply select colors, fonts, and more with a few mouse clicks. This visual web form builder lessens the dependency that marketers need for IT and web developers to assist them in the form creation process.”

Email Enhancements that Save Time

Lead Liaison already makes database segmentation easy, allowing users to segment their leads into various categories, based off of things like lead score or location. In previous versions, users would need to build a separate list within the email function of the app in order to target specific groups. Now, they’ve made communicating to those groups even easier with their “Send to portion of database” email option.

“Our visual email builder is the best in the industry, hands down. It’s super easy to construct emails with our drag and drop designer. Now the user gets an inline experience, where they can create and send an email to a new list all without having to diverge from the core email sending experience. I expect a lot of marketers to recoup more of their valuable time with this new time-saving feature.” – Worsham

About Lead Liaison

Lead Liaison provides cloud-based sales and marketing automation solutions that helps businesses accelerate revenue by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of marketing automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales providing sophisticated visitor tracking and additional website engagement tools to boost sales effectiveness. Lead Liaison blends ease-of-use, a flexible business model, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality, all specifically tailored for mid-sized businesses, into a single platform, called Revenue Generation Software®. Lead Liaison is headquartered in Allen, Texas, near Dallas. For more information, visithttp://www.leadliaison.com or call 1-800-89-LEADS (895-3237).

The Most Important Email Marketing Elements For 2016 (Infographic)

This article was posted as a Guest Blog Post by our affiliates at OnBlastBlog.com 

Let’s get one thing straight: email marketing is not dead, nor is it dying. It is still one of the most effective means of generating leads and conversions for a business. The old ways may have died, but there are new elements rising into the spotlight that change how we look at our email campaigns.

Today I’ll share several of the email marketing elements you should be using in 2016, followed by an infographic filled with the latest strategies that you can implement into your next campaign.

Today’s Top Email Marketing Trends and Strategies (Infographic)

You should start by avoiding the most common email marketing mistakes. Now, let’s look at some of the most important elements in any modern strategy:

  • Marketing automation such as drip campaigns and triggered message series are becoming more important to manage and nurture leads.
  • Segmenting your email lists based on a variety of factors (such as whether they’ve purchased or not) will ensure that your emails are personalized and relevant to each category.
  • Provide timely and relevant communication that addresses their needs.
  • Offer exclusive content they can’t get any other way.

Email marketing is a powerful tool in the right hands. Check out the infographic below for a closer look at today’s top strategies and let us know how it helps you in the comments!How to Send out Emails Like a Professional

Common Mistakes with Email Marketing Campaigns and How to Fix Them

Common Mistakes with Email Marketing and How to Fix ThemOne of the best ways to utilize your marketing automation software is to engage leads directly through automated email marketing campaigns, tailored to gradually entice the lead through specific lead nurturing programs. Of course, the modern consumer receives an enormous amount of email every day, so you need to make sure that emails your marketing team sends out get noticed. Here are some common mistakes with email marketing campaigns, and some good ways to fix those problems.

Bad or Misdirected Content

If you have placed a lead in a lead nurturing campaign, then one of your most important struggles isn’t getting them to open the first email – it’s to get them to open all the ones that will follow that first one. It may seem obvious, but you need to ensure that all of the content you send to your leads is strong, readable and engaging, or else your leads may lose interest with your company before they reach a point where they are ready to buy.

A related problem is sending content that isn’t appropriate to the person receiving it. If your marketing automation has scored your lead as not yet interested in your product, don’t try to over pitch them. Your content should be informative, helpful and there to remind your leads that you’re out there, ready to assist them. However, if your lead looks like they might be ready to purchase your services, then make sure you’re ready with well written, compelling content that will convince them to buy!

Some marketing automation software, such as Lead Liaison, can even help you craft email marketing campaigns that target extremely specific demographics. Lead Liaison’s software can look through social media profiles to find information about your leads interests, which would let you, for example, send out a deal that was tied to a baseball event and specifically sent to baseball fans.

Email That Is Not Optimized For Mobile

Another common mistake in email marketing campaigns is failing to optimize for mobile devices. Mobile devices are quickly becoming one of the most common ways that consumers read their email, and if your emails are not optimized for mobile devices, it makes them that much more likely to be ignored. Make sure that any images you’ve included will scale appropriately, that your text displays in a readable size and font, and you’ll find your email marketing campaign will bring you much more success.

Ineffective Call To Action

The last common mistake in email marketing campaigns that you should keep track of is a sloppy or ineffective call to action. If your marketing automation software indicates that your emails are being read but you are seeing poor conversion rates, then the problem could lie with your call to action. Using strong action words, such as buy, click, or register and making sure any images you use have bright colors with high contrast can help make your call to action more effective.

Learn about more ways to make your email marketing campaign, and other marketing automation strategies, more effective at Lead Liaison’s marketing automation resource blog.

How our Company Saved $9,618 on our Mailchimp Email Campaign – Get More out of Email Marketing

Get More out of Email Marketing

Get More out of Email MarketingOur company recently sent an email campaign the “old school way” to see how difficult and costly it would be compared to sending the email campaign and complement the strategy with Lead Liaison. We wanted to empathize with the 100s of thousands of companies that spend money on email marketing but aren’t equipped with the full software solution to turn their salespeople into “happy heroes”. Companies think they’re saving money by going with email service providers like Mailchimp or Constant Contact, when they end up spending way more than they anticipated in the end without having software that fosters sales efficiency. In this post we explain how to get more out of email marketing. Lets unfold what we did.

In this exercise, we sent out an email to 17,000 contacts. Although Lead Liaison has a powerful email marketing component to the platform, we wanted to act like most businesses and signed up for Mailchimp. The campaign was a huge success and cultivated the average click-throughs (2.2%) in the software and web application industry. That’s 374 people that clicked at least one link in our email campaign. Now, most businesses would send that list of click-throughs to their sales team and ask them to follow up. Let’s look at the investment required to properly follow up with these 374 “leads”:

  1. 374 people clicked a link.
  2. Consider an average time of 20 minutes for each rep to research the lead, contact them, add reminders in their CRM, follow up, etc. It’s probably more, but we’ll be conservative here.
  3. 374 people x 20 minutes = 7,480 minutes = 125 hours spent chasing these leads.
  4. We all know salespeople are the most expensive resource in a company. The average fully burdened cost of a software salesperson is $175,000 per year. $175,000 / 2,080 business hours in a year = $84 per hour.
  5. 125 hours x $84 per hour = $10,500 spent following up with these leads.

Yep, that’s right…a typical company would spend over $10,000 on their email campaign. These companies might be looking for some cost savings as a Mailchimp subscription at this contact level is $150 for the month; however, they end up spending a lot more in operational costs. It’s important to look at the total cost of the campaign, from the price of the software to deliver the campaign through the follow up. The problem with this type of traditional approach to email marketing is that the marketing person has to invest more time (and ultimately the company’s money), extracting data from Mailchimp, parsing data to determine which reps should get each lead, and delivering data to them. Now, let’s look at how we saved 92% of that investment, or $9,618, by using Lead Liaison for sales efficiency.

Instead of following up with everyone that clicked a link in an email, we used Lead Liaison to take care of all our tracking, lead qualification and lead distribution. It took us 20 minutes to set things up before sending our campaign through Mailchimp. We spent 5 minutes adding a tracking token to the end of each of our links inside the Mailchimp Campaign. Then we spent 15 minutes setting up a Workflow that ran for two weeks following the launch of our email campaign. In our Workflow we told the system to look for:

  • new leads from email marketing with
  • website activity after the date we launched the campaign
  • with a lead score more than 30

With these rules we could automatically distribute warm leads to our sales team, based on territory, round robin, or sales rep performance. The lead is then automatically synced into our CRM and the salesperson gets a task reminder to follow up. The sales team is a lot happier as they’re focusing on qualified leads and don’t have to bother with data entry. Lets look at the numbers:

  1. 21 hot leads were generated that met the above criteria
  2. The reps were able to spend more quality time (30 minutes per lead) on each prospect as they knew their prep and research would be more meaningful with higher quality leads. Reps used Lead Liaison to see what the person looked at after they clicked the link in the email and how many other times they visited our website. Reps could see all kinds of digital behavior like when they played our video explainer, visited our pricing page, and more.
  3. 21 hot leads x 30 minutes per lead = 10.5 hours spent chasing hot leads
  4. At $84 per hour, that’s $882.
  5. Compared to $10,500 for the “traditional” approach to following up to an email campaign, our company saved 92%, or $9,618, had a happier sales and marketing team, kept all the data in the system, and saved time not having to export or lose data.

That’s a pretty compelling ROI. Even if we didn’t invest the 15 minutes setting up the Workflow in Lead Liaison, we could have used our visitor tracking solution for the period of our campaign, filter out Known Leads (people with an email) with an Original Lead Source of Email Marketing, and sort by Lead Score. The website visitor tracking view displays businesses visiting our website in real-time and tracks activity across all our marketing channels. We could have easily clicked the “Hits” column to see what pages people viewed during their visit and how many times they visited our website since the campaign ran.

website visitor traffic

We hope you try a modern approach to email marketing and connect email to web using Lead Liaison to get more out of email marketing.

When Building an Email List, Don’t Buy!

When Building an Email List, Don’t Buy!Building an email list takes time. We all know this, yet something about the allure of buying emails and trying to “beat the system” captures the attention of many companies. It may seem at first that buying an email list is a great workaround – saving you from having to build a list organically and expend money and effort into lead gen – but at the end of the day, buying lists for sale could be hurting you more than helping you.

If you’re a company that’s built an email list via direct list purchasing, why should you stop doing this – and better yet, what can you do to get that legit list you’re looking for without a lot of legwork?

 

Building an Email List Organically – Stop Buying!

The minute you buy a list and execute emails to that list, you’re sending spam. Why is this? Well, 100% of the list subscribers you just purchased opted in somewhere else. They never agreed to receive promotions from your particular company.

Any legit email service provider (ESP) is going to ask for your address and company information to comply with CAN-SPAM regulations. Additionally, your ESP should confirm that you built your opt-in organically to decrease the chance of spam. If your list isn’t organic, your ESP may shut down your campaigns and bounce you even after your first list send. If you’re in this situation and you just paid for an email list, you’re now out the new customers AND a way to send your emails. No bueno!

How Can You Build a List Organically?

For starters, you should be prepared to offer great content. A top of the funnel activity such as a blog post, a free offer like a white paper or an instructional video offers opportunities for you to build organic traffic and get customers engaged with you. The free, useful content you offer is bait and will also help you succeed organically – particularly if you use things your customers are searching for as the title of your videos or blog posts. For example, if you’re a financial planner you may use something general such as “what is financial planning?” that has a high search volume as your post or video title.

Once users take the bait, they’ll see an opportunity to download a whitepaper from you. Ask for their email address to get the whitepaper – and voila, you now have their email and can advertise to them again and again without spamming. Create several funnels and opportunities like this based on the different services you provide, or different topically separated content offerings on your site.

Want more info on how to build your list organically? Lead Liaison can help! We’ll assist you in rethinking your funnels, building out new campaigns and measuring them today. Let’s chat!

 

Track Email from MailChimp, Constant Contact, Vertical Response and More

Integrates with Any 3rd Party Email Service Provider or CRMDid you know you could track email from a 3rd party email service provider, or ESP, and get even more value out of your existing email system? Marketing automation from Lead Liaison will help you track email from MailChimp, Constant Contact, Vertical Response, iContact, ExactTarget, Emma and any other 3rd party email system you can imagine. We’re not just talking about basic stuff like opens and clicks that you have to dig up, we’re talking sophisticated tracking that delivers crucial sales intelligence pushed to your reps.

What’s the value-add?

This process will magnify the value of your 3rd party email system by 10x. Here’s what you’ll get above and beyond what you have with your 3rd party email provider:

  1. Complete history of online behavior. We’ll pull together past, present and future activity that your prospect demonstrates as they engage with your company’s brand. This includes all kinds of behavioral tracking, such as document downloads, pages viewed, videos watched, chats, social media engagement and more through the life of the prospect’s buying cycle.
  2. Real-time website visitor tracking. We’ll tell you when your prospect is online and what they’re looking at in real-time.
  3. Sales alerts. When your prospect comes back to your website and demonstrates buying signals we’ll send a Buy Signal alert to your sales rep via email and/or text.
  4. Profile enrichment. We’ll layer on data from 110+ social networks on top of the rich demographic and behavioral information collected on your prospect.
  5. Original lead source attribution. Marketers spend tens of thousands of dollars on marketing campaigns but often times have difficulty attributed closed business to their marketing campaigns. We’ll identify the original lead source of your prospects with “Email Marketing” if they engage with your email sent from the 3rd party system.
  6. Lead qualification. When your prospects engage with emails sent from your 3rd party system Lead Liaison will automatically add a point value, determined by you, to your prospect’s lead score. Lead scores range from 0 to 1,000 and provide a great way for marketers to help salespeople separate hot leads from stagnant leads.

What do you need to do?

Integrating marketing automation with your 3rd party email service provider is easy and can be done selectively, on a campaign by campaign basis. To integrate Lead Liaison with your 3rd party ESP simply add some special tracking code to the end of each of your links. We’ll use the email information and tracking code to add engagement activity to your Prospect’s Profile. If the Prospect is already in your system with an assigned Lead Owner we’ll trigger Buy Signals for the Lead Owner.

 

Getting Your Subscribers to Open and Click

Getting Subscribers to Open and ClickIt’s tough to send good marketing emails. Even after they’ve opted in, you have to reaffirm their interest with each and every email you send. And let’s be honest, it takes time to develop a winning email marketing strategy, and no matter the size of your business, time is expensive. Here are a few quick and simple things to implement in your email marketing strategy:

A/B Testing

Try A/B testing with several strong subject lines to see what works better. What’s going to make your recipient open this email? The first step is getting it opened. Check out these email subject line hacks taken from SXSW session titles. Try out your own version of these against something else you think might work. It’s all about experimentation and understanding your subscribers. Tailor it to them personally as often as possible.

Spicy Subject Line

Surprise your subscribers with an interesting subject line. Play-up the sense of urgency and scarcity of your product. Along the same lines of A/B testing, test out what times of the day work best for your content. Are you grabbing your audience at a time when they’re looking for your services? Or are you sending at a time when your email is just one of many and it’s lost in the pile? Check out a few tips on improving your open rate here.

Know Your Subscribers

Understand your buyer persona. What makes them tick? Why would they have subscribed to your list and what kind of information are they seeking? This is where organizing your leads properly will really pay off. Read more about email tracking here. Targeting your subscribers personally makes them believe that email is for them, not just the whole pool of subscribers.

Lead Liaison keeps email marketing simple for you through our marketing automation services. We make it easy for you to succeed in each email campaign, keeping each email personalized, utilizing drip campaigns, keeping your lists clean and organized, and providing important analytics.

Solidify Your Email Marketing Efforts in 2014

email-marketing-tips-for-2014Good email marketing requires not only the ability to create compelling content, but a strategy for ensuring click throughs and open rates increase throughout your marketing efforts. For many companies, time is such a factor that developing a strategy around increasing readership and engagement becomes difficult. If you’re looking to solidify your email marketing efforts in 2014 look no further, we can help.

Fortunately, there are some strategies companies of all sizes can implement to ensure they’re getting the best content to their reader base and are increasing engagement as time passes. Now is a great time to start thinking about how your company manages email marketing and if there are potential ways to increase your stats and reach your readership more effectively.

Consider Your Subject Lines

If you haven’t yet created a subject line that features a call to action why not test one out? A call to action typically begins with a strong verb that compels the reader to do something. Good examples of strong subject lines are:

  • Be the change you want to be.
  • Enjoy the holidays for once!
  • Open your own store today.

It’s important that your email subject line be fairly brief and concise. Verbose subjects don’t tend to get a lot of opens, particularly since most people use an email client that obscures part of the subject line. It’s always a good rule of thumb to get to the point quickly.

Strategically Place Links

Don’t just put a URL leading to your site in the sidebar of your email. Prominently feature a link back to your site or content in a few different places. One great way to get people clicking is to feature an interesting article that includes about 2-3 paragraphs of text in your email, and then post a “Read More” link where your article starts to get really compelling.

You can also experiment with creating a footer or other area in your email that groups “related content” links that allow people to click through to your site.

Vary Your Email Marketing Techniques

Rather than just sending out the normal company newsletter, try creating a new post when your company has a big sale, news or even if there’s a new blog post available to read. Check your email stats and take stock of what your client base seems interested in reading. By managing your stats, you can get an idea of how to best get the open rate and click throughs that you’re looking for.

If you need help creating content or managing your email marketing stats, Lead Liaison would love to help! Let us show you how today.

What’s the Impact of Google Caching Email Images?

What's the impact of Google Caching Email Images?Google has changed their posture on caching images in emails. This event is actually good news for our customers for the following three reasons:

  1. The tiny image we insert into each email campaign is a unique image per recipient. Email Opens will still be counted; however, only repeat email opens will not be counted since the image is cached and no response will be sent back to our servers. This is good news since many people scroll through their email inbox and tab over emails. Less Opens per email will provide less noise.
  2. Google announced that images will load by default, instead of being turned off by default. This is good news since more unique opens will be reported; whereas before, the recipient would have to click the link to download images. The recipient could read an email without an open being reported. Now, a unique open will always be reported.
  3. The value of Lead Liaison just went up! Instead of companies using Email Opens as a key stat, they’ll start to look at what really matters, the click throughs. Fortunately, Lead Liaison does an excellent job at tracking what links are clicked in an email and capturing the recipients subsequent behavior as they navigate your site. That’s what you really care about. If they went to your site and poked around or not.
Lead Liaison’s leading edge marketing automation software includes next generation email marketing capabilities that diminish the impact of Google’s changes to image loading.  If you’re interested in learning more about how Lead Liaison can profile a potential buyer’s activity by tracking link click throughs, social post clicks, webpage visits, page views, forms submitted, landing pages, videos watched and more then contact us for a personalized demonstration.