Best practices for lead generation, marketing automation and revenue generation topics.

5 Reasons Marketing Teams Benefit from Microsoft Dynamics CRM and Marketing Automation Integration

What are the 5 ways marketing teams benefit from Microsoft Dynamics CRM and Marketing Automation integration?

In this article we’ll discuss 5 ways marketing marketing teams benefit from integrating Microsoft Dynamics CRM with marketing automation. Sales reps have always had their system of record, a CRM. A CRM is a common repository, a place to keep notes, contact information, and opportunities. Besides a need for pulling reports, marketers never had the need to access the CRM. The demand for businesses to grow, increased competition, and advancement in software as a service, has fostered a new suite of software capabilities – commonly referred to as marketing automation. Marketing automation is a suite of software services that help marketers do their job better and more efficiently. The problem is that marketers have their software to work with, and sales has their own. By integrating the two systems together sales and marketers can share data and help each other get the job done faster. In particular, there are 5 ways marketing teams benefit from Microsoft Dynamics CRM and marketing automation integration:

  1. Integrated views that include prospect activity.
  2. Better segmentation.
  3. Trigger actions on data changes.
  4. Integrated lead qualification.
  5. Data is in sync.

Integrated Views

A marketing automation platform, such as Lead Liaison’s Lead Management Automation software, helps marketers with outbound marketing, as well as inbound marketing. One key aspect of these platforms is being able to track all inbound marketer and engagement with outbound marketing. A marketing automation platform will build rich profiles of prospects as they download documents, watch videos, click paid ads, submit forms, visit web pages, and more. This information is crucial sales insight that needs to be available to sales reps in real-time. When integrating marketing automation and Microsoft Dynamics, this insight is mapped to Lead and Contact records in Dynamics. As a result, a sales person never has to leave Microsoft Dynamics to understand how their Lead/Contact has engaged with their company. It’s all inline in the Lead/Contact record.

Better Segmentation

Marketers used email systems like Mailchimp and Constant Contact before marketing automation existed. In the “olden days”, a marketer would use a “batch and blast” approach. They’d create a single email and send that email to a large list. With modern marketing platforms, marketers can easily segment their database. Not only can they use demographic data from Microsoft Dynamics CRM (things such as job title, industry, location), they can segment off of engagement data. For example, easily build a one-time list, or ongoing list that’s dynamically created, of all prospects who’ve had inbound activity within the past 30 days, live in five states, and downloaded a specific piece of content. What’s the point? Instead of demographic criteria, they’ve got more criteria to choose from, allowing them to build smaller segments (groups) of people to better tailor the message to a recipient’s interests. This helps marketers deliver a more personalized message – driving higher click through and open rates with email.

Trigger Actions

Marketers have greater control over how and when they send follow up content for nurturing when integrating marketing automation with Microsoft Dynamics CRM. Using automation, a marketer can monitor changes in a data field to detect if the value changes to any matching criteria. When this happens, the marketer can execute any number of tasks. For example, if the Lead Status field changes to Customer, they could trigger an automation that onboards a client and walks them through the customer experience, getting them closer to cross-sell and upsell opportunities down the line.

Integrated Lead Qualification

Prior to having marketing automation integrated with Microsoft Dynamics CRM, all leads look the same to a sales rep. In other words, the database is flat. The only way to differentiate leads is to use some sort of weighted scoring system. Marketing automation platforms refer to this as Lead Scoring, in Lead Liaison’s world it’s simply Scoring. For example, when your key documents, such as Case Studies, get downloaded, individual scores can be assigned to the action. With granular level control over scoring various interactions with prospects, the marketing automation system sums all individual scores into a single score, which is then shared with Microsoft Dynamics CRM in a Score field. Now, sales can create reports that give priority to their Leads and Contacts. Reps can make better use of their time by focusing on the highest scoring Leads and Contacts first.

Data is in Sync

With sales reps having their own stack, and marketing having theirs, it would be awful if the two systems did not communicate with one another and had data out of sync. With systems like Lead Liaison and Microsoft Dynamics CRM integrated, marketers don’t have to worry about disparate systems. When Lead, Contact, and Opportunity data changes in Microsoft Dynamics CRM, it also gets updated in Lead Liaison…and vice versa. Marketers are not slave to the way the data exchange works either. They can set which fields in the CRM map to fields in the marketing automation platform, and set the syncing direction. For example, if the marketer never wants the marketing automation platform to update the Lead Source in Microsoft Dynamics CRM, then they can set the sync direction to one-way, going from CRM to marketing automation only – and not the other way around.

We hope you enjoyed this article on 5 ways marketing teams benefit from Microsoft Dynamics CRM and marketing automation integration! For more information on Lead Liaison’s integration of LMA and Microsoft Dynamics CRM see this page.

 

Why Microsoft Dynamics CRM and Marketing Automation Integration Matters

Microsoft Dynamics CRM and Marketing AutomationWhy Does Microsoft Dynamics CRM and Marketing Automation Integration Matter?

In this article we’ll discuss why Microsoft Dynamics CRM and marketing automation integration matter to businesses with a sales and marketing team. I’ve always been a proponent of CRM systems. As a user myself, I first started using Salesforce.com. I couldn’t imagine trying to keep track of my activities and tasks anywhere else (oh no, not a spreadsheet!). When I hear about companies that don’t have a CRM, I cringe! Whether you’re using enterprise-level CRMs such as Salesforce.com or Microsoft Dynamics, or something with the essentials such as OneFocus™ or Pipedrive, having a marketing automation system coupled with your CRM is vital these days.

Let’s focus on Microsoft Dynamics CRM for the sake of discussion. Without a marketing automation system married up with Microsoft Dynamics CRM, the CRM is just one big database. A large data repository.  Companies can “bring their data to life” by implementing a number of different automated processes. For example, nurturing, qualification, tracking, and more will all make your operations run smoother. Without establishing these processes, businesses risk not being able to effectively scale. Below are four reasons why integrating Microsoft Dynamics CRM and marketing automation matters:

Four Reasons why Integrating Microsoft Dynamics CRM and Marketing Automation Matters:

Nurturing

Nurture prior to sales interaction. Sales and marketers widely view Microsoft Dynamics CRM as a standalone software system for sales. When pairing up a marketing automation system, such as Lead Liaison’s Lead Management Automation (LMA) platform, this changes. Marketers can take part in the traditional sales funnel, and support their sales teams. For example, Lead Liaison’s LMA has a concept of Lifecycle Stages. Lifecycle Stages provide a framework for marketers to “own” the top of the funnel, to transition prospects from anonymous > known > engaged > marketing qualified, and then hand warm leads off to sales for them to qualify. During these initial stages marketers can use lead nurturing to build stronger relationships with prospects. They’ll be able to educate them in ways that are important to them.

Sales Insight

Sales has greater visibility. A huge benefit of using marketing automation with Microsoft Dynamics CRM is that sales has more insight. This applies to both Leads and Contacts inside Microsoft Dynamics. When the sales team opens up a Lead or Contact record inside Microsoft Dynamics, they will see marketing metadata (score, last website visit, etc.). They’ll also see recent inbound and outbound activities (website pages viewed, documents downloaded, tracking links clicked, videos watched, forms submitted, email engagement, etc.). This insight helps prepare your sales rep. Sales people will be more successful when they reach out. Sales reps will be equipped with more knowledge about their prospect’s key careabouts and interests.

Prioritization

Prioritize leads. When using Microsoft Dynamics CRM and marketing automation, marketers can establish scoring rules. Scoring is a way to measure engagement. Marketers can configure individual scores to be associated with different types of inbound activities. For example, 10 points for an email link click, 50 points for submitting a form, 100 points for visiting your pricing page, etc. The higher the score, the more qualified and “hot” the prospect is. Using marketing automation, marketers can then establish a score threshold, to trigger an alert to the sales rep to take action. Another feature that’s not commonly used, but should be, is the ability to decrease a prospect’s score if they don’t engage. Lead Liaison’s LMA offers a feature called “Inactivity Periods”. If there’s no inbound activity within the inactivity period time frame, any number of actions can be triggered. For example, you could notify the sales rep, reach out to the prospect on behalf of the sales rep, or send the prospect and incentive to come back.

Revitalization

Revitalize old leads. Using marketing automation, it’s easy to segment and target leads/contacts based on last inbound activity. Without hooking up your Microsoft Dynamics CRM instance to marketing automation, this wouldn’t be possible. Dynamics will be a great database of record to track demographic data (job title, role, location, name, etc.) – things you might find on a business card, but it won’t track behavioral information (how the prospect engaged, inbound/outbound activities, etc.). All of this wonderful inbound activity that’s tracked by marketing automation gets appended to each record in Microsoft Dynamics CRM. As a marketer, you can use this information to better segment and nurture prospects that might need to be re-invigorated. After all, according to  Demand Metric, 60% of customers are encouraged to seek out a product after reading content about it

We hope you enjoyed this article on why Microsoft Dynamics CRM and marketing automation integration matters to sales and marketers! For more information on Lead Liaison’s integration of LMA and Microsoft Dynamics CRM see this page.

 

The Real Cost of a Legacy Marketing Automation Package

pexels-photo-75083Have you ever considered the real cost of a “spaceship” marketing automation platform (MAP)?

All too often we look at the subscription price of software as our “total investment.” You might even be willing to spend an extra $10,000-$30,000 on the software itself because a friend or sister company has had experience with it. But let’s dig deeper.

The bells-and-whistles companies that tout large user conferences and an abundance of consultants usually have secondary costs which are rarely investigated.  For example, I saw a recent posting for a “Marketo Expert.” The pay is $100,000+ per year (plus benefits). This tells me three things:

  1. The company is no longer looking for the best marketing mind. They are looking for a robot that knows how to use a complex software package that is already an anchor tied to their ankles.
  2. There probably isn’t a back-up resource with the expertise to use this software, meaning that they are in limbo as a result of lacking this resource.
  3. I would bet you dinner at a nice steak house that when the budget was submitted (and ROI was calculated) that a figure north of $200,000 was not presented to the CEO to buy this software. I’m also going to bet that this decision was driven by an employee that was looking to increase their personal value/salary as opposed to making the recommendation that was truly in the company’s best interest.

What’s even more upsetting is how discriminatory such rocketship systems are. If you need to be an “expert” in the software, it makes you wonder how the rest of your sales and marketing team will be able to collaborate and improve upon the value of such software via execution. How will the maximum number of our employees be able to benefit if the marketing automation platform that you’ve chosen needs someone solely dedicated to that particular brand?

Here is the good news: Even at a price point of $200,000+, and even after leaving untold thousands (or millions) of dollars on the table, this company’s marketing automation program is still likely to be profitable. What we should be asking ourselves is this: Why did we make this decision, when there are so many other programs out there that could have a greater impact on our bottom line. Why didn’t we demand ease of use over functionality that is difficult to use? Why are we willing to place our marketing execution program on the head of a single person, when we should rather be looking at things on a much broader scale?

There’s a better answer. Choose a marketing automation platform that is easy to learn, and doesn’t come with a bunch of hidden, extra costs for it to function properly. Choose a marketing automation platform that has a Support Team that will bend over backwards to help you achieve your marketing and sales goals, which simultaneously automating your lead scoring, segmentations, campaigns, and more. Choose Lead Liaison. 

Should You Build Your Website on the HubSpot CMS?

Are you thinking you should build your website on the HubSpot CMS? In this post we’ll cover five key points to consider.

COS vs. CMS

HubSpot refers to it’s platform to host and build your website as a COS, a Content Optimization System. On the other hand, other popular systems such as WordPress refer to their platform as a CMS, a Content Management System. HubSpot creatively uses the word “optimization” as they have mechanisms to help with SEO and personalization of content. These are not differentiating factors though – and you have to pay for the ability to personalize your content. For example, with SEO, there are readily available, and free, SEO plugins such as Yoast SEO or All in One SEO Pack, that you could easily add to your WordPress instance to start optimizing content. Regarding personalization, you can only do it if you’re using everything HubSpot. It might be wise to choose a solution to personalize content that is independent of the underlying platform. For example, Lead Liaison provides SiteEngage™, to create dynamic website content, which can be deployed on any CMS. If you talked to HubSpot, they’d pitch you on their COS having everything in it to handle marketing activities, like email marketing, social media, CTAs, and more. If you didn’t use the HubSpot CMS, and opted for something like WordPress instead, HubSpot would tell you that you’ll end up needing a bunch of other plug-ins to make your website work with marketing activities. Well, that’s not true. What you really need is a good marketing platform that can do all of that for you. Case in point, with something like Lead Liaison’s Lead Management Automation™ platform, it includes all the facilities to successfully track inbound marketing and deliver omni-channel outbound marketing, without the need to install plug-ins. Regardless of your CMS, you’ll have the flexibility to launch marketing campaigns and embed forms and CTAs into your CMS.

CMS Market Share

hubspot cms market shareAs of this post, WordPress had 59.2% market share, followed by Joomla! with 6.9% and Drupal with 4.7% according to w3techs.com. HubSpot CMS had .2%. That’s not a lot of market share that’s been gained in 11+ years (HubSpot CMS available since 2006). I’m not a betting man, but I wouldn’t put my money into a system that is not widely used, supported by a single company (not a community), has limited choices for plug-ins/integrations, and costs a lot of money.

Proprietary vs. Open Source

Proprietary systems such as HubSpot’s CMS are going to be expensive, and restrictive. You’ll easily end up spending 10s of thousands of dollars on a proprietary platform. The advantage of a proprietary system is that the provider, HubSpot in this case, controls the entire experience. They can make sure everything works well together. On the other hand, a system like WordPress is open source, meaning there’s no charge to use it. You might spend $40 to $60 on a theme, but you’ll have millions of plug-ins. WordPress is the CMS that runs more than 25% of all websites across the world! According to ManageWP, you’d be in good company with sites like The New York Times, National Geographic, Forbes, etc. using WordPress. The number of available choices to offered by an open source system vs. a proprietary system are overwhelming.

Choices, Locked Down or Freedom to Move

With over 50,800 plug-ins and growing daily, 72 translations of WordPress, average of $50 per hour for developers, and thousands of themes, you’ve got choices with open source systems like WordPress. With a proprietary system, choices are limited only to what the vendor provides or the vendors community provides. With .2% market share, don’t hope for much.

This statement from The Sales Lion does a good job of summarizing migration challenges if you’re on the HubSpot CMS and want to get off of it:

Both platforms are completely independent, and therefore there is no easy way to migrate from one to another. There is no simple export process to easily move your Hubspot site to WordPress or vice versa.

If you are moving from Hubspot to WordPress, you’ll have to build each page again, through a copy and paste process. CSS styling will have to be duplicated to match the styling from the previous site. This can be done more easily by building a theme for WordPress that matches that of your HubSpot site.

On the other hand, migrating between WordPress themes is easy! All of your data is stored in the same database. Changing the themes is as easy as making a few button clicks in the UI. The ability to choose between 1,000s of different themes is great. There’s no doubt your website will need a facelift every 5 to 10 years. Are you ready to easily make the change?

The Bottom Line

You definitely have a choice. If you want to have a sense of ownership of your website, go with an open source system. To quote Snyxius.com about WordPress vs. HubSpot:

The interface of the WordPress is so simple that you don’t have to rely on other to make changes or fix a tiny error for you. You can do it on your own this way. You are in full control of your site and your wallet.

I’m sure you’d be devastated if you went down the path of using the HubSpot CMS and didn’t like it. What would you do then? Probably not much, because HubSpot would own your entire site. It’s kind of like owning your own storefront, or leasing from someone else. If you had the chance to own your store front, you could do whatever you want. If you don’t, the landlord has complete control. Let’s just hope they don’t kick you out. In summary, make sure you set yourself up for maximum flexibility. Have a little diversity with your marketing, don’t put all of your eggs in a single basket, and make a good decision for the long run.

Ten Things Marketing Should Review with Sales When using Marketing Automation

marketing and salesMarketing automation software is a necessary solution that all viable businesses should use. I’ve said many times that marketing automation is like CRM 20 years ago. Companies that are not using marketing automation risk losing ground to their competitors, who likely are using marketing automation. Unfortunately though, companies seem to think that marketing automation is just for marketers – when it’s not! Salespeople can realize a number of gains from marketing automation software, such as better, more qualified leads, key alerts, reports that identify new leads, and more. Marketers are the main buyers of marketing automation software. However, they’re not always clear on what they should tell their sales team once they bring the software in-house. Here’s a list of ten things marketing should review with sales when using marketing automation:

  1. Ask them if they want to get a daily alert via email that sends them a list of businesses checking out your company’s website in the area they are responsible for. For example, a rep covering Texas, Oklahoma, and Nebraska might only want to see companies visiting your website only in these states. Also, it’s possible to see the people that visit your website, but limit that to only people with whom the sales rep is the “lead owner” of. Ask them if they prefer to filter out what’s on the daily report. For example, only see leads they own, etc.
  2. The Automated Lead Flow Management guide would be a good document to read through to see what’s possible: http://www.leadliaison.com/resources/library-of-resources/. Can your sales team agree on a flow for all inbound leads that help your company establish a process for managing, distributing, and nurturing inbound leads?
  3. Try to better understand from them how they segment clients, so the marketing automation provider can help you build dynamic segmentations from your database. In other words, what “groups” of people do they want to communicate with frequently and why?
  4. Do they ever want emails to be sent by marketing on their behalf? Most marketing automation platforms can send emails from the Lead or Contact owner.
  5. Better define lead distribution processes with them. Most marketing automation systems can help you set up a rock solid lead distribution process.
  6. Get a feel for the buyer’s journey. The Marketing Content Map, http://www.leadliaison.com/resources/library-of-resources/, can help you map out the buyer’s journey. Make sure you build nurturing around each of these journey’s to build the relationship as prospects move through the sales cycle.
  7. Ask if they want to nurture customers (up sell, cross sell ops, birthday wishes, contract anniversary reminders, etc). Marketing automation is not just for top of the funnel activities, but also for bottom of the funnel relationship building.
  8. You could ask them what activities make a qualified lead in their mind, and start building a scoring model with them (what activities to score, what points, etc.). If you’re really digging in, we have a guide that kind of acts like a contract between marketing and sales, called the service level agreement between sales/marketing. You can download it here: http://www.leadliaison.com/resources/library-of-resources/.
  9. Ask them if they want to add a plug-in into their email client (Google Mail, Outlook, etc.) to send trackable 1:1 email. Most marketing automation providers offer plugins to email clients. We do this with our Send & Track plugin.
  10. Ask them if they could use help nurturing trade shows leads (if you attend trade shows). This last one is sort of specific to Lead Liaison. We have a mobile app to simplify the process from lead capture, to transcription, to nurture! It’s a pretty slick end-to-end process.

Marketing Guru Covers: What to Post on Social Media

social media

It seems like some people have it all figured out when it comes to social media and others are sitting on the sidelines, wishing they could get some “likes” and “shares”. There is a good chance you’re one of the people on the sidelines, but that can change. You just need to know what to post on social media, and you can move up the ranks and become a power user.

Use Images

Visual content is all the rage right now. In fact, social media posts with images have an engagement rate that is 650 percent higher than posts without images. Any kind of image is great, but infographics are the best. There are tons of online resources for creating infographics. Use a resource like Piktochart to build your infographic and then post it on your social media accounts.

Use Videos

Videos are another great way to boost your engagement across the board. Video resonates in a way that the written word doesn’t, so you need to add some video to your social media campaign to make it memorable. There are many ways to do this. Tie your YouTube channel into your social media profiles and use Facebook video. Also, consider adding a Vine account to your Twitter profile. Twitter owns Vine, so it is easy to integrate the two. Then, you can create some short video loops that resonate with users.

Now that you know what to post, let’s look at what you should avoid.

What to Avoid

Constant promotion is the number one mistake that brands make on social media. People want some kind of value from your page. If you can’t provide it, they will go elsewhere and perhaps even unfollow you. You can plug your brand every once in awhile, but only after you provide a lot of value.

You also need to avoid providing the same type of content over and over again. As you know, images and videos are great for your social media strategy. However, don’t post 10 infographics in a row. You have to mix it up.

Your social media presence is very important for your brand. Keep these tips in mind when posting to your accounts. It doesn’t matter if you’re on Twitter, Facebook, Instagram, or one of the other networks. You need a solid strategy if you’re going to move ahead.

See how Lead Liaison’s software helps you manage and track your social media efforts here.

Finding Solutions with Marketing Automation

Have you got some marketing or sales problems? It’s time to find solutions with marketing automation. Most marketers end up only using marketing automation as a glorified email system, when there is so much more they could be doing! There are many underutilized features. Instead of looking at your marketing automation company as a bunch of really cool features, try to focus more on the solutions that they bring.

Problem: Our company just lost our best sales person. Now we’ve got to start from scratch with someone else. We don’t have the time or resources to slow down right now!

Solution: Marketing automation will help your company build a process around different phases of your business. For example, discovery meetings, post-demos, new customers, anniversaries, these are all important events in a prospect’s lifecycle that you could systemize for your company. Marketing automation is the right tool to help you implement a process around each of these events. When sales and marketers use these resources, they spend less time doing it manually and communicate your company’s messaging more accurately and consistently. When there’s a process in place, it makes it easier to insert or replace new employees and help them get up to speed; thereby lowering the cost of employee turnover.

Problem: I’ve overused the method of email communication. I need more ways to communicate with my prospects.

Solution: Companies that follow up their initial contact using different methods, in a persistent manner, get people thinking about them more and more. They wonder why this company is spending so much time trying to contact them. Research shows it takes anywhere from 5 to 7 touches in B2B sales before you can get someone’s attention. All five touches shouldn’t use the same communication channels though, they should be different, hitting the prospect from different angles. It could be a postcard, a text message, or even a handwritten letter! Find a marketing automation company that offers multiple channels of communication. Lead Liaison has the most channels of communication on the market.

Problem: I need to shorten my sales cycle.

Solution: It’s a known fact that nurturing leads shortens sales cycles by 23% and increases deal size by 47%. What salesperson wouldn’t want to close bigger deals, faster? Lead nurturing is a subtle way to build stronger relationships with people. The way to communicate is through education, and not blowing up the person’s cell phone or inbox with constant messages asking them if they’re ready to buy. You also want to make your communication personal, with your communication coming from the salesperson (lead owner). This is the entire concept around inbound marketing. Educate people, and when they’re ready to buy they’ll contact you. Nurturing workflows are typically setup by a marketer and used, and reused, over and over by the sales team. Nurturing is a 1:1 strategy, not a one-to-many strategy, and can be applied to prospects, customers, or partners. Check out the “Help Sales” portion of our Marketing Automation Playbook for some ways in which nurturing workflows could be used.

The Marketing Guru Covers: When to Post to Social Media

Social MediaIf you want to be a social media mastermind, the first thing you have to master is when to post to social media. Otherwise, you won’t get the engagement that you need to succeed. Fortunately, you just need to follow some posting tips, and people will not only see your posts but also engage with them.

When to Post on Facebook

People tend to engage with Facebook when they don’t want to be at work. While people never really want to be at work, this feeling hits its peak on Thursday and Friday afternoons. With that in mind, save your best Facebook content for the end of the week.

You’ll get the most shares when you post to Facebook around 1 p.m. on Thursdays and Fridays. If you’re just looking for clicks, post content at 3 p.m. on Thursdays and Fridays.

Best Time to Post on Instagram

If you want to be successful on Instagram, you need to have your pictures ready to post at 2 a.m. and 5 p.m. The reason is very simple. These two time slots have lots of engaged users, but people don’t tend to post a lot of pictures. Because of that, if you a post picture at this time, there is a very good chance that your content will get noticed.

When to Post on Twitter

Twitter is typically used like an RSS feed, which means that people turn to it during commutes and downtimes. They also use it when there is a lull in the workday, such as the slow period after lunch.

You can take advantage of this by tweeting from 6 a.m. until 8 a.m. to reach the commuters, and then from 1 p.m. to 3 p.m. to take advantage of the slow period after lunch. Then, send out some tweets around 5 p.m. to reach people on their way home from work.

The Right Time to Post on LinkedIn

If you want to reach professionals, you need to do it on their schedule. Since LinkedIn is a professional network, you want to get people right when they’re leaving work. People are most likely to check in with LinkedIn as soon as they’re off the clock, so post right when the workday is over and wrap your posts up around 6 p.m.

Once you start posting on social networks at the right time, you’ll see your engagement rates jump through the roof. Make the process even easier by using marketing automation tools. That way, you won’t have to sit by your computer and hit “Send” each time the clock hits the right time.

Lead Liaison Releases the Secrets to Marketing Success with the Marketing Automation Playbook

Marketing Automation PlaybookALLEN, TX – Lead Liaison is known for their easy-to-use marketing automation software. What sets them apart is their exceptional level of support. Now, they’ve gone above and beyond to offer a helping hand to anybody who is currently using or planning to use a marketing automation system.

A Recipe for Implementing Marketing Automation

A common misconception with marketing automation tools is the idea that it’s a quick-fix to your marketing struggles. The truth of the matter is that it takes time, attention, and a great deal of effort to get your automations set up in a way that is effective for your sales and marketing teams. The more you put into it, the more you will get out of it. But it’s not always easy to figure out where to start, and where to take it. Lead Liaison’s Marketing Automation Playbook gives people ideas on how to use marketing automation to help themselves be more efficient.

The Playbook walks through the steps of getting data ready, presents best practices, and provides ideas on how to make the most of a company’s marketing automation software license by increasing traffic to websites, communicating better with audiences and more.

“It’s an invaluable tool,” says Lead Liaison’s Director of Marketing, Jennifer Worsham. “Marketing automation isn’t something you can just flip on with a switch. It’s a strategy. You have to figure out what specifically you can automate or make more efficient. That’s where the Playbook comes in.”

Not Just Ideas

Not only does the Lead Liaison Marketing Automation Playbook walk through practical applications. It dives in deep to address common issues like measuring marketing return on investment, also known as ROI. Here’s a snippet from Lead Liaison’s Marketing Automation Playbook:

“A good marketing automation system will help you attribute a cost to each campaign and assign each of your marketing assets (emails, webinar, imported contacts from the event) to the marketing campaign. When the marketing automation system is connected to your CRM, it will use the contacts associated with closed-won deals, identify their campaign, and use the revenue from the deal to attribute it to your campaign. Precise ROI analysis helps marketers justify their campaigns and prove their worth. Without this type of analysis, you’re flying by the seat of your pants.”

What’s even more helpful is that Lead Liaison provides their clients with an updated version of this Playbook, laying out how to do all of these things within its software in great detail. Marketing automation is a powerful tool, and thankfully Lead Liaison doesn’t leave users in the dark. They believe that is not the way to truly be a helpful tool for their clients.

Eager to see what the fuss is all about? Visit Lead Liaison’s Resource Page to download the Marketing Automation Playbook, as well as many other valuable resources.

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).

 

How to Prepare Your Business for a Marketing Automation Tool

marketing automation checklistAre you wondering how to prepare your business for a marketing automation tool? Marketing automation lets you automate various processes, but before you can enjoy the benefits, you need to prepare your business for the software. Otherwise, you won’t be able to use the various features. If you take the time to prepare your website and your business for visitor tracking and other marketing automation tools beforehand, you’ll enjoy the wealth of benefits they provide.

Set Goals and Identify KPIs

Your marketing automation success rests with your ability to identify goals and develop key performance indicators based on those goals. Once you know your goals, you can program your marketing automation tools to help you achieve them. At the same time, the KPIs will ensure that you collect and measure the right data at all times. Then, you’ll know if you’re on the right track or if you need to make adjustments so you can reach your goals.

Build Up Your Content

Many companies start with marketing automation tools, only to realize they don’t have enough content. These tools work best when there is a lot of content available. In the marketing world, there is no such thing as too much quality content. Put your team to work and have them create some great content for you. Build it up as much as possible before you deploy your marketing automation software.

Identify Your Funnel

Companies often have poorly defined sales funnels, even within their own walls. For example, sales and marketing teams might refer to different groups as leads. In order for marketing automation to work, you need to have a clearly defined sales funnel, and everyone in the organization must understand the funnel and how it works. Discuss the names for each part of the funnel and agree on how people pass through the funnel. Also, discuss the probability of people moving from one point of the funnel to the next. In addition, determine when you need to send someone from the funnel to your sales team so your team can close the deal. You need to iron out all of these details before moving forward.

Once you have everything ready, you are ready to take the plunge with marketing automation! Everything will be ready, making the integration much smoother. Then, you can dive right in with minimal downtime. Your processes will be up and running before you know it.