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The #1 Mistake that Prospective Marketing Automation Buyers Make

marketing automation decisionsWe won’t beat around the bush.  The number one mistake that prospective marketing automation buyers make is delaying a decision.

This results in:

  • Lost opportunity cost for your company
  • Jeopardizing your current and future employment opportunities because you are missing out on providing your organization a basic necessity
  • Giving your competition a bigger head start in marketing
  • Failing to support your sales staff (and we’ve never met a sales manager that said “let’s not sell anything for the next few months… while we get our ducks in a row.”)

Now, let’s look at some of the reasons that you might delay your decision (and why you are wrong if you do):

1. You don’t want to be “tied down” to a technology until you are sure that you have found the right one.

The reality: Most commitments are only one year in length.  If you look at three marketing automation providers and choose one within a month, you might be questioning your abilities as a marketer.

2. You want to make sure you have all of the features that you need.

The reality: While this is a very justifiable goal, the reality is that this is a moving target. It’s far more important to do something today, than to worry about not being able to execute an advanced functionality 8 months from now. Why? Well, first of all, 8 months from now you won’t be in a position to use that functionality because you are so far behind already. Secondly, if you lack that functionality at that time, you can make plans to upgrade vendors as you learn from doing. You will still be 8 months ahead of schedule!

3. You are “too busy.”

The reality: If you are telling your management team that you are too busy to maximize the success of your sales and marketing team because you can’t automate, you clearly are not looking to end your struggles anytime soon.

Cost

There is a HUGE cost in going through too many rounds of reviews (or looking at too many vendors). Consider one company who went through at least 5 rounds of reviews as they whittled their list from 20 to 3 vendors! Each review had 3-6 employees involved. A conservative estimate is that they spent 450 person hours thinking about which software they would buy. To put another way, they spent $30,000 to make sure that they didn’t overpay for a $15,000 software decision. This doesn’t even factor in the $100,000+ that they lost in missed sales opportunities during that time.

So, what are our recommendations?

  1. Look for products that are highly rated on vendor review sites.  Pay particular attention to reviewers that are in your line of business. G2 Crowd & Capterra are perhaps two of the best sources of legitimate reviews for software products.
  2. Be prepared with 2-3 core strategies that you would like to execute in the first 30-60 days. Insist that the prospective vendors are able to meet those needs.
  3. Once you know you can accomplish your central needs, focus on the marketing automation vendor’s reputation for execution and support. Software is only 40% of the equation. The other 60% lies in how the well that vendor actually performs and supports their clients. We’d much prefer a vendor that has excellent support and onboarding over someone with an esoteric plug-in!

Here are a few tips for success:

  • Have a plan before you speak with any vendors.
  • Know what your budget is.
  • Know what you want to do.
  • Know who will have the final decision on the project.

That information will give you much more leverage to negotiate the best deal for your company and your potential marketing automation partner.

Most of all: Don’t be afraid to pull the trigger. Regardless of who you chose to work with; you are going to learn more (and experience more success) by doing. Don’t fall victim to paralysis by analysis in your marketing automation decision-making process.

 

Interested in seeing what a great demonstration should look like?

Marketing Automation Like my Pool Guy

Background on Pool Shopping

Professionally, I work for Lead Liaison as a technical solutions specialist. Personally, I’m a father of two beautiful girls, 10 and 7, with an amazing wife that puts up with my shenanigans – for 12 years running now! Occasionally my professional career and personal life overlap. When you’re immersed in your job, and understand the real benefits of marketing automation technology, you start to look for real life use cases for how this technology is used. You’re more aware of it once you understand it. A recent experience in my personal life made it easy to discover how a company is benefiting from the power of marketing automation. My experiences starts with shopping for a pool in our backyard, only because the kids and wife really need it (ha!).

I started pool shopping pretty much clueless. I was uneducated. Most of my initial knowledge base was built up from talking to friends, family, and neighbors about their own experiences. My final list after conducting my research included 10 pool builders, so I began making calls. Most of the providers stopped by our house and gave us their pitch. Through the information from the pool designers and salespeople, I began to build up my knowledge on pools. As a buyer, I tended to gravitate towards the companies that didn’t give me a hard sales pitch or bash other pool companies. I gravitated towards the companies that educated me the most, the companies that really highlighted why they were unique, the companies that made me feel comfortable about the process and what would happen from our meeting to actually diving into the water.

The ones that fell off my radar sounded good at first, but they never followed up and didn’t continue to educating me or build the relationship. After getting to the 10th pool builder, they all started to blend together. I took copious notes on each provider, noted their pricing, and tried to decide who to partner with on the project. My budget was small. It turns out that it wasn’t possible to get what I wanted for our budget, so something had to give. Fortunately, the budget expanded – because we really wanted a backyard haven and outdoor quarters to relax!

Selecting a Pool Builder

Marketing Automation Like My Pool GuyI narrowed my list down to three providers. One had a great reputation. They were #1 in the marketplace, but their price was high, I knew multiple people would be involved, and I was concerned we’d just be another number in the 100s of pools they build. If this provider had used technology to support their sales process, I probably would have chosen them. The 2nd provider was a smaller company, building 30 to 40 pools a year, but the salesperson was the owner, who was also the project manager. I felt like I’d be taken care of. This person also had a ton of knowledge. Since I’m a first time pool buyer, I thought from the very beginning that I would be comfortable putting my trust with this provider. The 3rd provider really caught my interest though! Their bid came in as the most expensive bid of all ten providers, which I kind of knew coming in. And their sales person was new to the pool industry, so didn’t have a ton of knowledge to offer in our conversations. But, they really shined with their approach to pool buying. They were different. They focused on educating me, with a process that is bullet proof – regardless of the sales person running the deal. Although I went with the 2nd provider, the 3rd provider is worth talking more about. They did it right for sure.

Pool Builder’s Use Marketing Automation Too!

This company used marketing automation to it’s fullest potential by educating the buyer, me, with different ways of communicating. They sent me emails, a brochure, and postcards. Their themes changed, but their core focus was on educating me.  They knew that most pool buyers probably have no idea what they want, what they are doing, and what a pool costs. They sent me a brochure along with a CD about two days (since I’m local) after our first meeting. The CD provided “backyard ideas”, totally appropriate for someone like me in the early buying stages. I thought that was impressive. It was a great follow up, and gentle, educational reminder from this company that got me thinking more about them.

After this impressive touch point, I was pleasantly surprised to receive more communication. They sent me the Top 10 questions to ask your pool provider, another very relevant touch point. They knew that buyers will talk to other companies. They phrased their questions in a way that also highlighted their strengths and differences. Then, they sent me something with a little humor in it, a postcard with the top ten reasons to buy a pool over an RV.

Marketing Pool BuilderAll things considered, they walked me through the buyer’s journey, over the typical timeframe – also known as the sales cycle – for buying a pool. Communication was spread out about every 1-2 weeks. The communication was gentle, informative, educational – with different types of media (mail, email, etc.). Being critical here, they could have sent me some text messages, or maybe a real handwritten letter from the president of the pool company thanking me for their inquiry. These educational touch points were complemented by two phone calls from the sales person. The sales person didn’t have to be the authority here, since the material was helping to educate the buyer. The material was likely created from experienced pool professionals that work at the company. The key is that they transferred this knowledge from their heads, into sales and marketing material that wasn’t pushy, but was educational. In general, they nailed it! As a potential buyer, I remembered this company. Their brand and company name is at the top of my mind. They helped me through the process.

 What Could they do Differently?

After seeing their marketing, here’s what they could have done differently:

  1. Sent communications from their sales person. This would have built more trust and the overall relationship during my research phase.
  2. Used marketing automation to onboard me as a new customer, sending me tips, keeping me updated on the schedule, etc.
  3. Used a hand written letter
  4. Sent a gift card thanking me for the inquiry

Summary

The takeaway here, is that the pool provider used technology to differentiate themselves from a saturated pool provider market. If I wasn’t on a budget, and finances were not that much of a concern, I probably would have selected this provider. The provider knows this though. They are aware that they install premium pools, at higher costs – they admitted that and were upfront about it. Less pools, at higher prices, probably nets them about the same amount of revenue as other companies doing more pools at lower prices. The company can invest in marketing automation technology to reduce the cost of sales, and help educate prospects through the buying process. Technology works for them – and they’re the only company doing it!

I’ve added some pictures of what the pool provider sent me so you can get a glimpse. If you want to know how your company can use multi-channel marketing to assist your sales team, let us know. We can help you build a scalable, systematic process, that stands the test of time and employee turnover, that your company can use to differentiate themselves and walk your prospects through the buying cycle. We can help you send postcards, handwritten letters, emails, and text messages – to build stronger relationships with your potential buyers as they navigate their buying journey. Whether it’s a pool, a car, enterprise software, professional services, it doesn’t matter! Every company has something to offer, something to educate their buyers with, unique philosophy’s or approaches that prospects would benefit from. Help your company by taking the initiative to:

  1. Map out the buyer’s journey. What decisions do they need to make, what do they need to know, what questions do they ask.
  2. How long is their journey? What is the typical sales cycle.
  3. Transfer knowledge from brain to paper, then put this knowledge into marketing technology from a company like Lead Liaison to help scale your business and reduce your operating costs!

Interested in utilizing marketing automation for our own business? Sign up here to receive a complimentary demonstration of all that we can do!

4 Old Marketing Habits That You Need to Replace

New Marketing HabitsSEO and internet marketing are constantly changing. That means if you use old-school marketing tactics, you’re likely a few steps behind your competitor. Check out some old habits that no longer work. We’ll then give you ways to update your marketing arsenal to achieve the best results possible.

Using Purchased Email Lists

Purchased lists used to be the hottest trend in email marketing. Marketers bought lists and then sent email blasts out to the subscribers. They didn’t need huge response rates to turn a profit. As long as they received a few customers out of the deal, they were happy.

Now, advanced spam filters and software detect these types of email blasts and shut them down. You’ll spend the money, but you won’t get the results needed to make it worth your while.

Instead, focus your efforts on Prospects that have shown an interest in your website and make sure your emails have value. That will prevent your emails from going into spam filters.

Creating Super Short Content

In the old days, marketers believed that quantity was more important than quality. Therefore, they created super short blog posts, ranked each post for specific keywords, and watched the traffic fly to their websites.

That doesn’t work anymore. Today, if a blog post isn’t at least 300 words, it isn’t going to help your SEO efforts. A thousand words is the new “normal”. In addition to making your posts longer, deliver more quality content if you want to enjoy SEO benefits. Search engines will recognize when you put only a little effort into your content, and will penalize you for it.

Using Generic Content

Marketing used to be very generic. Marketers looked at the big picture when creating websites and content, while ignoring the needs of individual customers. That is no longer an effective strategy.

Now, customers expect a personalized experience that can only be delivered through marketing automation. This process allows marketers to collect relevant data and then provide content based on that data. This helps boost the success of marketers’ campaigns, especially for those who want to reach millennials. Because millennials are savvy when it comes to recognizing advertising, they are much more responsive when marketers speak directly to them.

Relying on Exact Match Keywords

Exact match keywords used to be the holy grail of marketing. They were the ticket to gaining a lot more customers. Although they made content look awkward, that was the price paid for traffic.

Currently, search engines want you to write for people. This means that you need to switch out frustrating exact match keywords in content for long tail keywords that sound natural. This will generate higher quality traffic while at the same time, visitors to your website will appreciate reading well-written content.

By swapping out old habits for new, you are ready to improve your marketing strategy. Keep these tips in mind so you can blow away the competition. Learn more best practices for marketing and sales by visiting our Resource Library.

Tools of the Trade: Evernote

In the busy world we live in, we all have our secrets to being more productive and more organized. Technology lends itself to creating more solutions. Lead Liaison is one of those solutions, and we have clients all over the globe that agree! But we didn’t get here by using outdated resources. Here at Lead Liaison, we’ve got several “tools of the trade” that help us be the best that we can be. In this series, we will talk about some of the online tools that we use to be more effective in our day. In today’s post, we’ll talk about Evernote.

Evernote

What is Evernote?

Evernote is a “project management tool”. Essentially, it’s a tool used to take, organize, and store notes. Evernote can be downloaded to your computer, accessed by a browser, and even has iOS and Android apps.

Features

Evernote allows users to organize their Notes within Notebooks. I use their Search function a lot, because I take TONS of notes! Using the Search function gets me to where I need to be quickly. And that’s important when I’m trying to jot something down before I forget it. The interface is so simple, yet beautiful. It’s not complicated or overwhelming. They offer the same text capabilities as any other document interface (formatting options, bullet points or number lists, linking, etc.). Users have the ability to upload PDFs or other documents to their notes, as well as connect Evernote to Google Drive for linking relevant projects. It also has browser extensions that allow you to save a web page, in its entirety, with just one click.

How Do We Use It?

Professionally, I have notebooks for partnerships, vendors, marketing campaigns, internal meetings, how-to’s and useful videos/articles (I use the Web Clipper for this one). Within those notebooks, I have a note for each item. Within that note, I track updates. For example, if I have a call with Vendor A, I’ll search for that vendor’s name before I hop on the call. The search function will take me to the specific Vendor A note, which is organized in my “Vendor” notebook. Within my note, I’ll record the date and purpose of the call, and then use the bullet-point function to keep track of our conversation.

I take all meeting notes in Evernote, as well, so that I can easily reference them later. Whenever we have a new Feature Release, I’ll take notes in Evernote of the internal unveiling so I can easily relay the information to my clients without forgetting key points.

Personally, I use it for journaling, recipes, and keeping track of important phone calls, account information, or notes from pediatrician appointments.

Cost

Their basic package is fantastic, and it’s free! It allows up to 60MB of new data per month, and will sync across two devices (computer and phone). It’s everything you need to get started, and might even be enough to sustain you. I take notes every day, and I haven’t run into a problem yet. It’s everything that I need.

They’ve got two paid plans, Plus ($35/year) and Premium ($70/year). Those offer many more capabilities, like email forwarding, text search for PDFs or Microsoft Office documents, and customer support. They’ve also got a Business plan, and companies like CareerBuilder use it as their company standard. Evernote is our company standard as well, but as I mentioned earlier, the basic package is powerful enough for our needs. Visit Evernote’s Pricing Page for more information on the capabilities of each plan.

Lead Liaison uses relevant and useful tools to help achieve daily tasks. The completion of those daily tasks results in better sales and marketing software solutions for our clients. To find out more about the capabilities that Lead Liaison has to offer, check out our Platform Overview page or request a free demo.

How Marketing Automation Can Help Real Estate Agents Convert More Leads

 

Home for SaleWhen used correctly, marketing automation is a powerful tool for real estate agents. It allows agents to streamline their marketing efforts and push leads through the funnel much faster. Here are some specific ways that marketing automation helps real estate agents succeed.

Better Buyer Profiles

Lead Liaison uses data from over 100 social networks to enrich Prospect (Buyer) profiles with social information, giving you more insight into who you buyers are and what they are looking for. We also track what your website visitors are searching for on your website, and can categorize buyers based on their search keywords. Knowing what your buyers want is the first step to finding them the perfect home.

Utilize Web Forms

Agents can use web forms to convert more website visitors while simultaneously gathering additional information about that buyer, like their bedroom count or location preference.

Send Your Message Strait to Their Phone

Text messages are a great way to get a quick message out, and since it’s (usually) conscience, the chances of your audience reading it is very high. With marketing automation, you can send a text message to a list of people that might be interested in a new home you have for sale. You can even use the merge feature to make the entire message dynamic, so your text message could read: “Hi Jennifer, I have a new listing available at 123 Street Lane. Let me know if I can schedule a showing for you!”

Send Updates in Real Time

Real estate is a fast-paced industry, and buyers want information quickly. It is easy to deliver that information when you use marketing automation software. Agents can build customized email templates in advance, and simply plug in relevant information which can then be sent immediately or scheduled for later. Educational or touch-base emails can also be sent out as a part of a nurture campaign, or can be sent to certain lists (ex: “Buyers interested in 3 bedrooms” list, or “lakefront buyers” list). This type of real-time, relevant information is critical in real estate. Here are 11 Time-Saving Email Templates Every Real Estate Agent Needs.

Reach the Right Leads with Lead Scoring

It’s no secret that some people merely browse on real estate websites without much interest in buying, while others are ready to buy immediately. Marketing automation software allows users to take advantage of lead scoring. This process scores leads based on how likely they are to convert. Using a lead scoring system, real estate agents can put all of their resources into leads that are ready to buy. This will allow them to increase conversions without wasting their time on browsers that aren’t ready to buy a property.

Speak Directly to Leads with Dynamic Websites

Many real estate agents create websites with general information that doesn’t speak to a buyer. Lead Liaison’s SiteEngage™ allows agents to create dynamic content on their websites based on each individual visitor. For instance, an agent can tailor their website to speak to visitors based off of their location. This is especially helpful for agents that cover a large geographical area. Dynamic content could also be used to speak to a buyer’s preference by showing them a featured property based on their Prospect Profile.

Social Media Marketing

Social media is an important part of real estate marketing. But, it can also be time consuming, especially if you’re logging into and posting on multiple accounts. Real estate agents can streamline their social media marketing by posting to multiple accounts at one time, and even scheduling those posts in advance so you’re sure not to miss peak social media hours.

These are just some of the ways that marketing automation helps real estate agents convert leads. When you use marketing automation software, there is no limit to what you can do in real estate. Request a demo from one of our experienced professionals, and we can show you how we can help you succeed in the real estate business!

How to Start Generating Leads for Your B2B Company

pexels-photo-67112

*Editor’s Note: The views & opinions expressed in any guest post on our site are those of the guest author and do not necessarily reflect the opinions and views of Lead Liaison.

The impact of this “how-to” post can go either way — you resolve to “suspend” ties with your lead generation partner, or you stick to buying your sales leads from outside sources. While the former would be the more ideal action response, ultimately, your choice will depend on whether or not you are sold on the idea of generating leads on your own. You might be holding back from inbound lead generation because you think it’s too complicated of a process, unlike the easy way out you conveniently choose in buying leads.

But, just like anything else, there’s a simpler and easier way to running a lead generation quest if you have the proper know-how. This post will guide you to:

  • Set up a lead generating website
  • Incorporate a variety of strategies for generating leads
  • Simplify your lead generation efforts across platforms

Why Generate Your Own Leads?

Suppose you’re a Christmas tree manufacturer who, for the longest time, has relied on lead sellers for your marketing program. It might have worked in years past, but since a lot has changed in the marketing dynamics, you’d do well these days to be more active rather than passive in generating leads.

It’s very easy to see, for example, how direct mail marketing pales in comparison to joining trade shows to showcase your holiday-inspired product line for homes and offices to potential buyers. Instead of looking for customers, customers can find you where and when they need to. In such opportunities, you get more chances to introduce your product, generate instant feedback, and attract sales. It couldn’t get any better than that.

The Lead Generating Website

The phenomenal power of the internet as an information gathering and sharing tool is very well pronounced in the grand scheme of B2B marketing. At any given day, you will find people turning to online search more and more, looking for information, ideas, or solutions that suit their needs. That’s why it’s important that you design your website in such a way that it attracts visitors who will eventually turn into a lead.

Here’s how to develop a lead generating website for your business:

  1. Attract your target. A buyer-seller relationship all starts with attraction. You want people to visit your site so they would know what you can offer them. To attract people’s attention, you need to build on your content, and you can do this in so many ways. Write blog posts. Create video presentations. Supply an infographic. Include testimonials and photos. The kind of content you offer will depend on your product or service, but the main takeaway is to craft your content with keywords that match what customers are looking for in their online search, putting a good amount of research in the mix as well.
  2. Suit up for your buyer persona. At this stage, you’re starting to get traffic on your website, and you don’t want to lose those page views, especially the ones from your ideal buyer persona. You’ll then need to engage them more by catering to their needs and giving them valuable offers, whether it’s research data, a discount, a product review or guide, e-newsletters, a free trial, or a no-strings-attached type of consultation. This kind of engagement works both ways: you are allowing your site visitors to know your identity, and at the same time, getting them to reveal more about their buying preferences. Then, you can match your selling process to their own buying process.
  3. Start converting. By this time, your visitors are filling out forms and registering on your website. These indicate that you have just found a lead. Then again, you have to keep moving forward to make sure they actually convert into buyers. This is where optimization of each phase in your lead generation process comes in, and all of that can happen right on your website! These are the regular mainstays in your lead generation process:
    • CTAs are an essential tool in generating leads from your blog posts, not to mention, an easy way to connect better with your audience. CTA types include:
      • Smart CTAs, the ones you usually find at the bottom page;
      • Social CTAs, these are links to your company’s social media accounts;
      • Blog subscription CTAs, for readers interested in your content;
      • Comment CTAs, giving you insights about what readers think;
      • Slide-in CTAs, which are less intrusive than pop-up CTAs;
      • In-line CTAs, written links that lead to a related blog post; and
      • Sidebar CTAs, which may not necessarily connect to your blog post such as an invite to drop by your booth in the holiday trade show example cited at the beginning of this post.
    • Landing pages are the final contact points with your guests, where they fill out a form to possibly avail of your offer. So the more landing pages your website has, the greater the number of leads you can get. If you want more generic leads, use short forms to make them easier to fill out. On the other hand, if you want more quality leads, use long forms to ask more information about what your customers need.
    • Thank-you pages allow you one more opportunity to upsell offers that are related to what your visitors just signed up for. Of course, it goes without saying that customers appreciate genuine messages of thanks for checking out your site.

With this guide, hopefully, you’re on your way to generating your own leads than buying them. Sure, it’s a long way ahead, but now is the best time to start while you’re still at it.

Guest Post Bio:

Johanna Rivard, PureB2B’s Executive Vice President, is a two-decade veteran of the online publishing, B2B demand generation, and technology media markets.

Tips on How to Be More Personable on the Phone

phone

There’s a good chance that you spend a lot of time on the phone for work. You might have to prospect for clients or speak to existing clients. Whatever the case may be, you need to be as personable as possible. Follow these tips and you’ll be more personable and engaging in no time at all.

Keep Good Notes

Keep good notes when you interact with people on the phone. Then, you can refer to those notes to add a personal touch during later phone conversations. For instance, the person you are speaking with might mention that he or she likes pizza. Nest time you speak, you can talk about a pizza joint that you found in the area. Your client will be touched that you remembered that detail, and it’s simple to do when you take good notes. It also strengthens your relationship with that person, allowing them to trust you (and your business) more.

Have a Personal Conversation

It’s normal to want to rush off the phone, but it’s hard to make a personal connection if you’re always in a hurry. Set aside a few minutes at the start of the call to have a personal conversation. Ask about the person’s family or talk about what he or she did over the weekend. Share some of your own personal details as well. But, try to also be respectful of their time and pick up on hints that indicate that they want to get straight to the point.

Use the Prospect’s First Name

Some people think that you need to use Mr. or Mrs. when talking to clients or prospects since the formal title is a sign of respect. However, Mr. or Mrs. sounds very formal. Instead, use the person’s first name when appropriate, but do it in a polite way. You can even ask, “Do you mind if I call you Mark?” before proceeding.

Avoid Hands-Free Devices and Speakerphone

You’re going to sound much more personable if the prospect or client has your undivided attention. You can’t give that when you’re using a hands-free device or a speakerphone. You’ll start shuffling papers or completing other tasks, and that will make it hard to be stay focused. Speak directly into the phone so the prospect or client knows that you are concentrating on the conversation.

Provide Verbal Feedback

Verbal feedback gives you the opportunity to connect with others. Let people know that you’re listening to them by providing this feedback. Remember, they can’t see you! The only way they know that you are listening is if you make comments that indicate you are listening and absorbing everything that they have to say. This will help you form another connection with the person at the other end of the line.

Use each of these tips when you speak on the phone. Soon, the actions will become second nature. You will find yourself going back to your notes, offering verbal feedback, and more every time you talk on the phone.

Interested in practicing your phone skills on us? Give us a ring! We’d love to talk to you about other tips that we can offer marketers, sales people, and business people of all kind! 1 (888) 895-3237

How to Get the Most Out of Visitor Tracking

A website visitor tracking solution will never be a magic bullet to increase visitors to your website. If you bought your visitor tracking solution for that purpose, you will be very disappointed. Website visitor tracking is a middle-of-the-funnel solution. It gives you insight into who is visiting, what they are interested in, and how interested they really are. You can tell a lot by dissecting the behavior of your Prospects. Here are a few tips on how to get the most out of your visitor tracking solution.

Improve Conversions

Lead Liaison can boost conversions on your website – but not without taking some steps to tie in these methods. Without them, you’ll rely on tracking businesses only. Lead Liaison provides a number of active methods to convert visitors (see graphic below). When a person is identified their activity, while anonymous, is connected to their present and future activity thereby creating a holistic profile of their interests. Identifying people is helpful for the following reasons:

  • When the prospect returns to your website sales can better time their follow up.
  • It makes it easy to tailor a salesperson’s follow up as the prospect’s interests and activities have been captured on their profile. You’ll know what they looked at, how they engaged, and what they care about. Having relevant conversations will bolster the relationship.

ProspectCast™

Integrate your Web Forms

Easily integrate web forms with Lead Liaison. Rename the name or ID fields. If the ID or name attributes cannot be changed then use our snippet of JS code to set the custom mapping.

Integrate Email Campaigns

We suggest including email, company, and name attributes. We can also help you measure the true ROI of your investment in a 3rd party email system.

Create/Integrate Downloadable Content

Create content that “teaches” people something. Think about helping/teaching, and not selling, when you put together your content. Use Lead Liaison’s Trackable Content feature to identify most popular content pieces.

Integrate Onsite Videos

Think about a video explainer, testimonial, or other forms of educational content that can be used on your site. Use Wistia for videos. See this Wistia and Lead Liaison press release for more information. With Wistia, you’ll get business-level analytics and conversion tools, all of which are integrated with Lead Liaison, for better lead conversion and analytics.

Then, Use Marketing Automation to:

  • Nurture prospects on behalf of sales
  • Automate one-to-many posting on social media
  • Run static/dynamic segmentations to have continual lists built of the hottest prospects that meet specific criteria
  • Better qualify prospects through advanced lead scoring
  • Development of web forms and landing pages without the need to involve IT
  • Run sophisticated targeting and retargeting campaigns
  • Run responsive marketing campaigns
  • Automate their GoToWebinar event 1x per year
  • Build and send sophisticated emails with full tracking, all in one integrated source
  • Send multi-channel marketing campaigns using best practices for B2B sales (5 to 7 touches, using a combination of email, postcards, handwritten letters, text messages, and more).
  • Develop stronger marketing ROI
  • Capture and convert more visitors through compelling offers (SiteEngage) with engagement windows / popups
  • Build surveys for customers and prospects

 

The Importance of Sending a Professional Thank You

 

Thank You

Everyone likes to be thanked, even those who you only know on a professional basis. Thanking someone is a way to show appreciation. When you send a thank you, people know that you appreciate the time, effort, and energy they put into something. Of course, it can be difficult to know who to thank and how to thank them. Once you understand the protocol, you will be able to show your appreciation to all of the right people. That will help you form valuable professional relationships throughout your career.

People to Thank

As a professorial, there are countless people that you need to thank. Thank your clients to show them that you appreciate their business. There are other companies they can choose, and you appreciate the fact that they chose yours. That is a huge reason to thank them.

You also need to thank prospective clients for taking the time to learn about your business. Doing this will help you move some of those prospective clients down the purchase funnel.

Next, you need to thank your employees. Without them, you wouldn’t be able to run your business. Let them know they are appreciated so they will continue to do a great job for you.

Finally, thank your partners. These are the people who provide you with ideas and partner up with you to help you create the best service. Let them know that you notice and appreciate their effort by sending them a thank you.

Examples of Professional Ways to Say Thank You

There are many professional ways to say thank you. First, consider using handwritten notes. This adds a personal touch when you say thank you. Then, include a thank you gift with the note. A box of warm cookies is a simple way to say thank you, but it works best when you see people in person. Fruit baskets and boxes of candy are always welcomed, and you can send them in the mail. You can also provide people with gift cards to restaurants or tickets to local sporting events. You can even send a nice bouquet of flowers, or keep it simple with an item that your company manufactures.

When you were young, your parents taught you the importance of saying thank you. You likely thank your family and friends. Now, it’s time to thank your work associates as well. Follow these tips and you will build professional relationships that will help you take your business to the next level.

Interested in sending a handwritten letter through our marketing automation tool? Click here for more information on our handwritten letters!

Why is Email Authentication Important?

parcel-575623_1280Email authentication is very important when sending emails through another domain. Marketing emails sent through your marketing automation software is a great example of an email sent outside of your company domain (yourname@yourcomany.com). Authentication helps legitimate senders prove that their email isn’t forged, and can help receiving email servers (like the corporate email servers to which you are sending your marketing emails) control inbound spam.

Still don’t fully understand the concept? We can help break it down for you. Let’s say that you are at home, waiting on a package to be delivered. A guy in blue jeans, a baseball cap, and sunglasses knocks on your door. You become hesitant to open the door to accept the package, because you expected the package to be delivered by a professional delivery service (like FedEx or UPS). You may not even open the door at all, in fear of a stranger gaining access to your home.

The next day, a big, brown UPS truck pulls up to your house. A man in a brown UPS uniform hops out with a package, and rings your doorbell. You don’t hesitate in opening your door and accepting the package, because it is being delivered by someone you believe you can trust.

This is email authentication. In our story above, you are playing the role of the email receiving server (your email account). The likelihood of your denying the package is higher when you don’t know or trust who is sending it. Deliverability is impacted, and it also just looks a little suspicious.

Your marketing automation company should encourage you to add email authentication to your domain. It’s a best practice, and should not be overlooked. Lead Liaison mandates that in our onboarding and assists our clients in that process. We then verify that it has been added, because we know that is a best practice. Even though it’s a little bit more work, and more follow up on our part, we prefer this over going the “easy way” and letting our customers figure it out for themselves.

Interested in learning more about Lead Liaison and our best practices? Click here for a demo!