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.


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?

Lead Liaison Announces Highly Anticipated OneFocus™ – A Free CRM

Lead LiaisonLead Liaison customers already have access to the most advanced level of website visitor tracking and marketing automation. No other company in the industry offers as many ways to reach prospects, customers, and partners as Lead Liaison does with their powerful combination of offline marketing and digital marketing capabilities. The software suite, called Revenue Generation Software™,  also integrates with hundreds of related tools. Lead Liaison prides themselves on being the sole solution for a company’s marketing and sales needs. This is why, in 2017, the Board of Directors made it their mission to bring customers the final piece of the puzzle: a Customer Relationship Management (CRM) solution.

Lead Liaison calls their new solution OneFocus™ CRM. The meaning behind OneFocus™ CRM signifies a single location for all of a company’s marketing and sales data. The seamless integration with their visitor tracking solution, ProspectVision™, and their marketing automation solution, Lead Management Automation (LMA)™ helps OneFocus™ CRM stand out from the crowd. What makes OneFocus™ CRM completely unbeatable is the business model. It’s a free CRM! There’s also no limitation on number of users, allowing organizations to  scale users without having to worry about skyrocketing costs.

The CRM marketplace was saturated with outdated solutions. Other CRM tools had too much fluff for today’s fast-paced sales world. Lead Liaison listened to their clients criticism of other CRM solutions, complaining of too many steps, and a complicated process to achieve simple tasks. “Our intention is to shake up the CRM world,” says Director of Client Relationships, Jennifer Worsham. “It’s stale; it’s stagnant. It needed an overhaul, and that’s what we’ve done. We’ve trimmed the fat to give our clients the simplicity they need to carry out day-to-day customer relationship management tasks. We also take tremendous pride in knowing that each of our sales and marketing solutions were created from the ground up, by us, providing a better user experience by ensuring all components are integrated. That’s different from our competitors who tend to buy software stacks and spend years bolting them in – putting features in front of customer experience. We’ve homegrown our entire stack!”


With capabilities like single-click actions, and drag-and-drop pipelines, OneFocus™ CRM is ultra-sales friendly. It’s cloud-based, so it can be accessed from any computer. The interface is slick, clean, and simple. Prospect profiles include elegant looking timelines, reflecting all communication and activity. ”Features like these make OneFocus™ CRM not only the best CRM solution in the industry, but it also completes Lead Liaison’s suite of solutions, making us the most powerful marketing and sales solution provider in the world,” Worsham says.


Lead Liaison’s OneFocus™ CRM will soon be available to early adopters, and will be available to the general public by mid-summer. To read more about OneFocus™ CRM, visit

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 or call 1-800-89-LEADS (895-3237).

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


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!

Insightly and Lead Liaison Solidify Partnership

Customer relationship management (CRM) solution provider Insightly adds Lead Liaison to their list of integrations, changing the game for many shared clients.

Lead Liaison provides a host of sales and marketing tools for businesses around the globe. They make information typically saved in a CRM, such as Insightly, actionable. It was no surprise when the integration came to fruition. Lead Liaison helps convert visitors and push new conversions into Insightly. The platform also  gives users the tools they need to track their website, create and launch marketing campaigns, and track ROI. The use of both tools simultaneously gives sales and marketing teams everything they need to be successful.

The Integration

Insightly integration enables users to export records from Lead Liaison into Insightly. Person and company data is exported from the system into a business’ CRM. This seamless integration allows businesses to easily create new lead records in Insightly from multiple areas in Lead Liaison, such as the Visitor Tracking page or a Prospect Profile. A user simply adds the connector by logging into their Insightly account through Lead Liaison.

Lead Liaison also offers an email integration, called Send & Track™, that offers two integration points with Insightly. Users can save a copy of their email to Insightly, as well as create a new contact in Insightly, if one doesn’t already exist. Businesses have found this to be very helpful in the fast-paced sales world.

“We compliment each other nicely,” says Director of Client Relations, Jennifer Worsham. “We both understand that sometimes marketing gurus and salespeople aren’t always the most tech-savvy. Both Lead Liaison and Insightly make their impact in the industry because of their stellar support. Both companies do everything in our power to make setup a breeze, and are there to truly support their clients when competitors fall short.”

The Benefit

An integration between a company’s CRM and their website visitor tracking tool is essential. It’s even more essential if the website tracking tool has marketing automation capabilities. Sales and marketing teams’ goals hinge on the completion of tasks relating to their interested prospects and their marketing team. If sales and marketing aren’t communicating, a company isn’t going to grow.

“Lead Liaison is a great marketing automation tool that also helps measure campaign effectiveness and lead tracking. Their integration with Insightly’s CRM makes for a very powerful union. Our mutual users can now nurture their potential leads, helping complete their journey to becoming a customer.” – Patrick Kaldawy, Engineering Manager at Insightly

How to Take Action

To integrate the two platforms, users must have a subscription license from each provider. Once those relationships have been established, users are only a few clicks away from a seamless integration. Companies interested in Insightly CRM should call 1-888-999-4039 for more information, and those interested in Lead Liaison’s sales and marketing tools should speak with an expert by clicking here.

About Insightly

With more than 1.2 million customers in more than 200 countries, Insightly provides customer relationship management software to businesses of all sizes worldwide. Organizations leverage Insightly’s cloud-based application to manage customer interactions, leads, opportunities, proposals and projects over the web and on mobile devices. Insightly continues to grow globally and is available on the web at, for iOS devices in iTunes, and for Android devices on Google Play. Insightly is based in San Francisco. For more information, visit or follow Insightly on Facebook:

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 or call 1-800-89-LEADS (895-3237).

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.


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.


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.


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.