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Buzzwords in Marketing Automation: Lead Scoring – The Fast Way to Convert Leads

lead scoringIn order for marketing automation to be successful, you need to understand the quality of your leads. Leads are evaluated based on their readiness to buy, with cold leads requiring a lot of nurturing and hot leads ready to take their credit cards out and buy. Lead scoring is an effective way to identify hot leads, so that you can send them over to your sales team. Companies that do this properly spend more time focusing on leads that are “ripe”, while “unripe” leads continue to be nurtured through other automations.

Lead Scoring 101 – How It Works

When people visit your site, they complete a series of actions, and each action tells a story. If someone reads your About Us page, it shows a little bit of interest. However, if someone drops something in a shopping cart or downloads a white paper, it tells a different story. Every person who visits your website is a lead but each person is different, and you must treat them as such. You cannot treat the person who visits your About Us page the same as you treat the person who abandons something in the shopping cart.

That’s where lead scoring comes into play. With this marketing automation strategy, you assign a value to each action on your site. For instance, you could say that putting something in a shopping cart is worth 100 points and downloading a white paper is worth 50 points.

Setting a Target Score with Lead Scoring

You will need to set a target score that indicates a lead is ready to go to your sales team. This magic number means someone is ready to talk to a member of the team and make a purchase. Don’t set this number too low, or you’ll aggravate your visitors. Then again, don’t set it too high, or you’ll lose potential customers. This will take some practice. Spend some time finding your industry’s sweet spot. Each industry (and even each company) has its own sweet spot. Finally, don’t pick a number and stick with it. Have sales and marketing work together to always fine tune the lead scoring threshold. Consider creating a sales and marketing service level agreement to identify what should be scored.

Consider Other Qualifications Besides Lead Scoring

For many companies, lead scoring isn’t enough. Qualify your leads further by combining lead scoring with additional criteria, such as age, location, education level, company, and more using concepts like lead grading. It’s possible to adjust the lead score based on these criteria to better represent the quality of the lead.

Lead scoring is an advanced process and one you should not take on by yourself. It’s something that you get set a process for and move on, giving you more time to closing that deal. Automate it with easy-to-use software like Lead Liaison. This lead scoring software will help you identify your leads and convert them into customers.

 

Buzzwords in Marketing Automation: Landing Page

Landing Pages: its meaning and how to apply it. A part of the series Buzzwords in Marketing Automation.

What is a landing page?

As it relates to marketing automation, a landing page is a web page that has two functions: to convert a lead and to serve up information. So we should start there. Converting a lead means to take a prospect (or “lead”) and convert them into a contact or an opportunity.

Across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher. – Search Engine Land

The way a landing page converts a lead is usually by a form. It is typically reached through clicking a link or advertisement. It is a key component of any marketing campaign, and exists as a way to measure campaign traffic.

The most valuable thing you can get from a landing page is a person’s email address. In exchange for that, you can offer all sorts of things like:

  • Coupons
  • Downloadable content
  • Free trials
  • Access to a cool video

What should it look like?

A landing page should be uncluttered. Visitors typically only spend about 5 seconds interpreting what is needed from these types of pages. The call to action should be clear. For example, “Submit your name and email address for a 50% off coupon!”

If within 3 seconds, the visitor can’t assimilate how the page will benefit them in any way then they won’t stay. – True Conversion

It’s common for landing pages to exist on their own, without navigation to the main website or menu. The page should look like it is a part of your website (same color scheme, logo, etc), but only have one option: to collect the visitor’s information.

With the right software, you can build trackable landing pages into your marketing campaigns in no time.

 

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).

Buzzwords in Marketing Automation: Clickthrough Rate (CTR)

Clickthrough Rate (CTR): its meaning and how to apply it. A part of the series Buzzwords in Marketing Automation.

Companies dedicate a lot of resources to creating marketing content. But what’s more important is measuring the effectiveness of that content, so that you know where to spend those marketing dollars going forward. The calculation of a particular content’s clickthrough rate can be an effective tool to measure how well your keywords and ads are performing. It calculates the number of clicks that your link receives divided by the number of times your link is shown,  formatted as a percentage.

clickthrough rateA Quantifiable Number

These days, it’s hard to measure the emotional reaction to a piece of virtual content. Measuring the clickthrough rate allows you to see who engaged with an ad or call to action (CTA) in an email campaign – indicating that they were interested. A high CTR says that people want to know more. A low CTR indicates that your ad might need some improvement, or possibly that your call to action was not relevant enough.

Observation

Another way to measure interest in your content, particularly sales emails, would be with a tracking plugin. This allows you to observe the clickthrough. Lead Liaison has a Google Mail plugin called Send & Track, which allows senders to track 1:1 emails by reporting if and when the recipient opened a link within the message. What’s more, when a recipient clicks on the link within your email, Lead Liaison’s ProspectVision™ is then able to connect that person to all of their actions within your website.

The key is to find out what’s working and what’s not. Paying attention to this information will help justify resources spent, and will make you more prepared to make content decisions going forward.

Buzzwords in Marketing Automation: Database Segmentation

Database Segmentation

Database Segmentation: its meaning and how to apply it. A part of the series Buzzwords in Marketing Automation.

Many small businesses use tracking services to find information about their prospects or leads, be it contact information, age and gender, or even things like their buying behavior. Database segmentation refers to the organization of that data in a way that can then influence outreach such as email marketing campaigns, or strategic company decisions like selecting new product lines or determining pricing strategies. A few examples of ways to segment your data could be…

Lead quality - Within marketing automation software, leads can earn a score. Ten points for opening an email, 100 points for downloading content, 500 points for watching an entire video, etc. Lead qualification is a great way to segment. You could have different buckets according to lead score (i.e. 0-100 score, 101-500 score, 501-1000 score).

Ideal Buyers - Who are your ideal customers? Do they have certain job titles, company sizes, demographics or criteria. Ask your sales people, and then utilize your database segmentation tools. Once you’ve done that, you will be able to treat that group differently than you would a group that may not be as inclined to consume your product or services.

Geography  – Maybe certain areas of the world are more important to you than others. Or perhaps they should just receive separate content that is specific to their region. The folks down in Austin might need to know when your new barbecue recipe is available, whereas the crowd up in Chicago are more interested in when your winter boots are on clearance.

What’s even better (and more effective) is that you can then combine these! Perhaps you would like to send a handwritten letter & company t-shirt out to only your highest scoring leads in California. If you’ve utilized the data segmentation features within your marketing automation tool, you can get that personalized content out to that specific group of prospects in no time.

Reflections on Marketing Automation in 2016

Reflections on Marketing AutomationWe live in a time of extraordinary change. Marketing has come a long way in a small amount of time. And the industry is just continuing to refine itself! To be able to entirely appreciate the current state of marketing automation, it’s best to briefly acknowledge where it has been.

Marketing automation first came into existence in 1992, focusing on email alone. Businesses did not have a lot of online presence at the time, so there wasn’t really a huge opportunity for it to take off until the late 2000’s. Now, it has grown its capabilities so greatly that it is able to help companies deliver various marketing content through different channels to customers based on their online behavior.

As digital platforms become increasingly more powerful, there is more untapped data at our fingertips than ever. The need for organizing, integrating, and maximizing the benefits of that data has become essential. The phrase “work smarter, not harder” rings true. We have access to increasing demographic, psychographic, historical, and behavioral information. It’s information overload!

Marketing Automation now has the ability to capture all of this data, listen to it, interpret it, and utilize it in the most effective ways possible. The field of marketing automation is something that started small, exploded, and is now refining itself. Technology is more intuitive. Platforms are becoming easier to navigate. Consequently, the tools are more often used to their fullest potential.  Companies such as us have mastered content personalization, customizable resource centers, and integration.

What’s to Come in Marketing Automation

The marketing automation industry is somewhat saturated. This can be beneficial to the end user, in that companies must listen to their clients’ needs, wishes, and dreams. Even more customization, personalization and integration (with systems like mail or additional CRMs) is in the near future.

Another thing that is fast-approaching is an upgrade to the customer journey, or more specifically customer journey optimization. Instead of combining many customers’ courses of action into a few general paths, automation is challenged to grow to support infinite customer journeys. According to industry expert David Raab, this is “quite different from pre-determining an ideal customer journey and trying to force customers to follow it.” The industry seems to be taking back control over the user experience, instead of just reacting to it.

It’s an exciting time in marketing automation. With every challenge comes greater exploration and innovation. What do you see on the horizon for the industry? We look forward to hearing your feedback below!

Marketing Automation Software Provider Increases Opportunities for B2C Companies and Educational Institutions with Enhancements to its App on the Salesforce AppExchange, the World’s Leading Enterprise Marketplace

Lead Liaison announced support for Salesforce Person Accounts as part of its growing offering of integrated sales and marketing solutions.

AppExchange PartnerLead Liaison, a leader in sales and marketing automation software to the mid-market, announced an enhancement to its integration with Salesforce, now available on the Salesforce AppExchange, providing more opportunities for B2C companies and educational institutions to use automation to connect in entirely new ways. The enhancement deepens Lead Liaison’s offering around third-party CRM systems, which includes integrations with Salesforce, Base, Zoho CRM, Pipedrive, ConnectWise, and Insightly.

The new enhancements extend Lead Liaison’s capabilities for use with Salesforce even further, adding support for Salesforce Person Accounts. With this new feature, Lead Liaison broadens its appeal to business-to-consumer (B2C) companies and educational institutions looking to use advanced marketing automation.

All of Lead Liaison’s functionality works with Person Accounts, including lead qualification, lead distribution, automation, tracking, content creation, and more. All Person Accounts (people) sync bi-directionally with Lead Liaison on a frequent basis. Marketers can use Person Accounts and their associated demographics/online activities as criteria to drive targeting, retargeting and segmenting in Lead Liaison’s marketing automation platform. With these enhancements, in addition to the recent announcement of handwritten letters as an offline marketing solution, customers can get more value out of the records they store in their CRM system when combined with advanced marketing methods. With access to data about person accounts, companies can do a much better job of tailoring and personalizing marketing to deliver a unique experience to each prospect, ultimately resulting in stronger relationships.

“Companies are looking to transform the way they connect with customers, partners and employees to thrive in the age of the customer,” said Todd Surdey, SVP, ISV Sales, Salesforce. “With this new feature in its app built on the Salesforce App Cloud, Lead Liaison provides customers with an exciting new way to use advanced marketing automation.”

The integration is generally available to customers with an active subscription to Lead Liaison’s Lead Management Automation (LMA)™. Lead Liaison’s Connector is available on the AppExchange by searching for “lead liaison.” To learn more about Salesforce Person Accounts visit Salesforce Community resources here.

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, visit http://www.leadliaison.com or call 1-800-89-LEADS (895-3237).

About Salesforce AppExchange
Salesforce AppExchange is the world’s leading enterprise apps marketplace that empowers companies to sell, service, market and engage in entirely new ways. With 3,000 partner apps and more than 3.5 million customer installs, it is the most comprehensive source of cloud, mobile, social, IoT and data science technologies for businesses.

Salesforce, AppExchange and others are among the trademarks of salesforce.com, inc.

What to Include in Handwritten Sales Follow-up Letters

What to Include in Handwritten Sales Follow-up Letters

Effective Sales Follow-Up

You have a prospect on the line, and now you just have to reel him or her in. Once you get him or her to shore, you’ll have money in your pocket and the admiration of your co-workers. While you could pick up the phone and beg the prospect to take the bait, handwritten sales follow-up letters are much more effective. Include the following components in your follow-up sales letter to increase your conversions, regardless of your industry.

Write About Benefits Instead of Features

Your handwritten sales follow-up letter should focus on the benefits you can offer instead of the features you provide. This is often referred to as selling the sizzle instead of the steak. Don’t tell people that the car you’re selling has an amazing engine. Tell them it will go fast. Don’t tell readers that your keyboard has low-profile keys. Instead, tell them it will speed up typing. Focusing on the benefits over the features will make your products stand out to the reader, which is a huge step in converting prospects.

Keep the Ball in Your Court

Control is an important part of sales. The person who has the control gets to take the lead. If you relinquish control, you will have to wait for the prospect to contact you, which might not happen. Maintain control by letting the prospect know what your next step will be, whether it will be a phone call, email, or another letter. Prospects can reach out to you before you take that next step, but if they don’t, you can follow up without feeling intrusive since they are expecting it. 

Reference Past Communications 

Personalization is key with sales. You will be more successful if you personalize your communications. With that in mind, reference past communications or interactions you’ve had with your prospects. If you make your prospects feel special, they will be more likely to take the next step and become customers. 

Your sales letter is possibly the most important tool you have in your sales arsenal. If you use the tool wisely, you will turn a high number of prospects into paying customers. Consider using a service for your handwritten sales follow-up letters so you will have ample time to handle your other sales duties. 

3 Tips for Better Handwritten Notes

3 Tips for Better Handwritten Notes

Better Handwritten Notes

Want to write better handwritten notes and letters? Handwritten notes provide an easy way to break down barriers between your company and your customers. When people receive a handwritten letter from you, they will be impressed that you went the extra mile to drop them a line. You can impress them even more by following some tips that will allow you to send out top-notch handwritten notes. These tips are easy to follow and will put you on the right track for customer service success.

Use High-Quality Stationary

Don’t get out your spiral notebook and fire off a letter to your customers. They deserve high-quality stationary, and they will judge you if they don’t get it. If you send handwritten notes out on subpar paper, they will think that you are either too cheap to spring for the good stuff or your business is in trouble. Put your best foot forward by using high-quality stationary every time you send out a note or letter.

Keep It Simple

People love the idea of receiving handwritten notes, but they don’t want to put aside an hour to read them. Keep your notes short and to the point. Remember, each customer’s time is precious and you don’t want to infringe on it any more than necessary. Get right to the point, say thank you, and let the customer be on his or her way. 

Use the Right Type of Ink

Blue and black ink are considered professional. If you go with red, pink, green, or another color, your company will look unprofessional, which means your reputation might take a hit with your customers. Simply choosing the right type of ink will help you stand out for the right reasons. Then, when customers think back to the handwritten note, they’ll have positive memories, down to the type of ink you used.

It can be hard to remember everything that you need to do to write amazing notes. If you aren’t sure that you can keep everything straight, use a service for your handwritten notes. The service will write the notes and send them out to everyone. Some services even let you choose the gender of the letter writer, along with the type of handwriting the person uses. This type of customization ensures that your customers receive the perfect handwritten notes.

How to Send Handwritten Letters Online with an Authentic Touch

Send Handwritten Letters Online

Send Handwritten Letters Online

Learn how to send handwritten letters online with these insights. If you feel like technology has eliminated the personal touch, you aren’t alone. A lot of people complain that emails and printouts have replaced handwritten letters and other personal gestures. As much as you might miss the good old days, this change actually has its benefits. Now, if you do something personal, such as send out a handwritten letter, your business will stand out. The best part is you don’t actually have to write the letter yourself. You can send handwritten letters online through a service. Just make sure the company you choose provides authentic-looking handwritten letters or you won’t win over your customer base. 

Real Handwriting

While some companies use a handwriting font and print the letters off, others actually handwrite them. They put pen to paper to create these letters so no one can deny the authenticity. When people see a real handwritten letter from your company, they will assume you took the time to take a piece of stationary out and write. They won’t realize that you used a service to send handwritten letters online.

Postmarked from Your Location

Savvy consumers will notice if a handwritten letter is postmarked from the wrong location. For instance, if your company is located in Florida and your handwritten letter is postmarked from California, that will stand out to someone who is observant. The person will automatically realize that you didn’t send the letter yourself, which means you will look untrustworthy.

That’s why some companies make sure the postmark comes from your location. This adds another layer of authenticity to the process and helps you build trust – and win points – with your customer base.

Fully Customizable

Handwritten letters are all about personalization and customization. You can take it one step further by adding your logo, headers, and other customization options to the letter. This is a great branding opportunity, and it will assure the recipient that the letter is authentic. You need to grab every branding opportunity that is available, so this is critical.

Instead of lamenting about how technology has changed the world, use it to reach out to your customers with handwritten letters. You will give your customers the personal touch they crave while benefiting from the speed and ease that technology provides.