All articles, commentary, etc. that does not fit under Best Practices, Press Releases, Testimonials, or Documentation goes here.

calendar sales

How to Book More Sales Meetings

Are you wondering how to book more sales meetings? If you’re reading this, then you’re likely a VP of Sales and having problems with the reps on your team or you’re an individual contributor and looking for the upperhand. In this article, we’ll expose some eye opening statistics and give you one of the key ways you can solve this very problem to start booking more sales meetings.

A few months back I traveled from Texas to Georgia. I was traveling to accompany one of our sales representatives in a meeting with a potential client. When I sat down with the prospect, I asked him what he was hoping to accomplish that day. He answered my question by saying he wanted to see anything and everything in our software. In my mind, I thought this meeting would drag on and on unless I took better control of it. Most sales reps would feel a jolt of electricity in their chair if they heard their prospect say this very same thing. They’d be ready to whip out their box of candy and start handing it out like it was Halloween. Instead of throwing him tootsie rolls and lifesavers (or a full candy bar like those wealthy neighborhoods like to do), I turned the question back around to him. I asked, what is it you’re trying to accomplish in your role. He said, “I want to have more conversations.” Now, that’s helpful. Instead of going off on another dog and pony show that could cover things that didn’t mean much to him, we narrowed down the focus.

This sales rep was no different than the 2.7 million other inside sales representatives in the U.S.  Their main goal is largely to generate interest and set up meetings. Unfortunately, most reps are inefficient at doing so and struggle with their approach. According to SalesWolf, Sales Development Reps (SDR) waste up to 40% of their time looking for someone to call. With the average SDR making 37.2 calls per day, that’s a lot of wasted time. There’s no secret sauce to booking more meetings; however, there’s one thing we wholeheartedly believe in. It’s quality over quantity and structure/process is not an option; it’s a necessity.

I recall a CEO of a company I used to work for saying to our inside sales team, “it’s a numbers game…just do more and it will happen.” While that could be true, sales leadership really never considers the burn out rate of an SDR after running them through the ringer. Bridge Group research sites there’s a minimum of 20% annual turnover in Sales, and up to 34% if you include voluntary and involuntary. To make matters worse, Deloitte found that Millennials are even more likely to leave their job sooner, as 25% said they’ll leave their current job within a year and 44% will leave within two years.

Now, consider the time it takes to ramp up a sales rep. ClearSlide and CSO Insights report that 71% of companies take 6 months or longer to onboard new sales reps; and at all companies it takes 9 months or more. If you do the simple math here, and consider best case scenarios, there’s a window of a year or two when a rep is fully up to speed and still working for your company. Why is turnover so high? Forbes states that sales reps don’t have coaches and mentors, and lack the latest sales tools.

Stop reading this if your company is not willing to spend money on the right sales tools. And stop reading this if you’re not ready to capitalize on the window of opportunity when your rep is ready to go, and still working for you! Why? Because you’re really not ready to have your sales rep book more sales meetings and you’re not open to adopting technology to assist. Some sales rep can be true superstars, but they can only do so much. Insidesales.com finds the average company spends $2,103 per SDR per year ($175 per month) on sales technology (not including CRM). Insidesales.com found the top five adopted sales technologies are, along with their adoption rate:

  1. Social prospecting, 82.5%
  2. List services, 58.5%
  3. Email engagement, 55.3%
  4. Phone, 43.4%
  5. Sales cadences, 37%

Adopting these five core technologies into your sales team’s strategies will without a doubt help them book more meetings. It will also help them spend less time looking for things to do. All five of these approaches can be applied using a single software solution, that takes less than half of the sales technology budget ($175 per month in 2018 according to Insidesales.com). The solution also dramatically cuts down ramp up time so companies can maximize the window in which sales reps are ramped up and employed.

By using systems like Rhythms from Lead Liaison, Cadences from SalesLoft, or Sequences from Outreach.io, sales reps can build a blueprint of their sales plan. The blueprint can contain social touch points, drive email engagement, and schedule phone tasks all while ingesting a list of contacts that you source.

Reps use these systems by mixing offline and online communication over time to form their outreach process. The systems have both manual and automated tasks, working together to move the “suspect” through the prospecting cycle and into the top of the lifecycle funnel. The system keeps track of engagement and creates tasks that reps can work on in a systematic way each day – helping to keep them focused on the job at hand.

To learn more about Lead Liaison’s solution, called Rhythms, that help sales representatives book more sales meetings contact Lead Liaison today.

Sales Enablement

The Importance of Integration in Sales Enablement

Sales enablement – a strategic, collaborative discipline, designed to add value to customer interactions and improve predictable sales results – is a business function that has grown rapidly over the past few years. In fact, when CSO Insights began its annual Sales Enablement Optimization Study in 2013, just 19.3 percent of organisations had a dedicated enablement function or programme, and that figure reached 59.2 percent in 2017.

In the end, sales enablement is about ensuring that salespeople, marketing staff, customer service reps and business leaders all understand how they can help meet customer expectations and maximize the amount of revenue the organization generates. In this article, we look more closely at the role that integration plays in enablement and explain some of the steps organizations can take to align sales, marketing, and customer service.

Setting Shared Objectives

For an enablement strategy to work, it is important to understand that, while different departments will have different individual aims and objectives, the primary objective of the sales organization is to maximize sales effectiveness, help customers and improve sales results. Ultimately, for sales enablement to be successful, the individual departments need to share those objectives and understand the role that they play in helping to achieve them.

This means that sales reps need to be equipped with the skills and knowledge to maximize success, the customer service staff needs to adopt best practices to deal with problems quickly and keep customers happy, and the marketing department needs to generate interest in the organization and highlight the company’s merits. Enablement leaders must then ensure all of those things happen, but that departments never lose sight of the core objectives.

“One of the major reasons sales enablement is so challenging is due to interdepartmental misalignment and a lack of ownership for enablement initiatives,” says Alyssa Drury, writing for Seismic. “Marketing plays an integral role… but it is often thought of as a sales responsibility, causing tension between the two departments. This alignment is [also] impossible if marketers aren’t thinking about how they support the sales force.”

Connecting Sales Coaching

While it is far from the whole story, a significant part of sales enablement is sufficiently training and coaching sales staff, so that they can carry out their role to the best of their ability. However, this requires integration, because sales reps need to be taught how to make use of content created by the marketing department and how to make use of CRM software, which links with the customer service department.

For sales leaders to achieve this, it is best to formally align their sales coaching and sales training processes to their sales enablement framework, so that all aspects are covered.

Yet, according to the CSO Insights 2017 Sales Enablement Optimization Study, only 11.3 percent of organizations have a dynamic coaching process in place, where their sales coaching efforts are connected to their enablement framework. Nevertheless, when this does occur, average win rates stand at 66.1 percent, compared to the average win rate of 51.8 percent, representing a 27.6 percent improvement.

What this demonstrates quite neatly is that an integrated sales enablement strategy pays off in terms of enhancing sales effectiveness and improving business results. However, it requires leaders within the organization to take the time to connect coaching frameworks to enablement frameworks. Additionally, it is imperative that organisations take the time to equip sales managers with the skills to carry out that coaching.

In addition to coaching, the use of solutions to automate processes for sales staff, like Lead Liaison’s Sales Enablement solution for prospecting, free’s up Reps time to be focussed on the activities that they can really add value to.

Establishing Buyer Personas

Finally, one of the best ways to make sure different departments are integrated with one another and on the same page when it comes to sales enablement is to establish buying personas. Essentially, these are generalised representations of your sales organisation’s customers, and these can be used to teach staff about why customers choose to buy your products, services or solutions and what affects their decision throughout the customer journey.

These buyer personas should be based on real research and the actual customers you attract and want to attract. Once credible buyer personas have been drawn up, these should be shared with all departments, so they can all gain a deeper insight into the different stages of the customer journey and better understand the role that their particular department plays in bringing a customer closer to making the decision to purchase.

“Essentially, a company must establish a buyer persona and then share that persona with all key players in marketing and sales,” explains David Reimherr, a content marketing expert and the founder of Magnificent Marketing, in an article written for Social Media Explorer. “That allows people to understand the stages of where their customers go for answers, what influences them to buy, and so on.”

Moreover, the marketing department and customer service department need to consider how they can help reps to improve their sales effectiveness. This may mean creating higher quality content, which is more likely to appeal to customers, or sharing customer information through CRM software, which could be used to make sales more likely.

Author Bio:

Monika Götzmann is the EMEA Marketing Director of Miller Heiman Group, a global sales consulting firm, helping organizations to create effective sales enablement strategies. Culturally savvy, she has years of international experience in B2B marketing on behalf of dynamic, world-class enterprises. She likes to share her insights achieving sales effectiveness.

To learn more about Lead Liaison’s solution for Sales Enablement as a strategy, click here.

Lead Liaison Press Release

MarTech Up-and-Comer Lead Liaison Now Offers Standalone Solution for Sales Enablement

Dallas, TX – Sales and marketing solutions provider, Lead Liaison, announces they now offer their most recent add-on solution for sales enablement as a standalone license.

Lead Liaison’s sales enablement solution was launched in December 2017 as an add-on to their marketing automation suite. While its popularity has grown exponentially over the last 6 months, the solution was never offered independently until now.

“We saw the need to offer a software solution dedicated to salespeople,” says Chris Kipgen, Technical Communications Manager. “It’s our mission to be able to offer value across all aspects of sales and marketing. Sales Enablement is a core strategy that complements our existing offerings but also benefits companies as a standalone solution.”

Companies continue to seek to improve their sales teams’ productivity. In 2017, there was an increase of 81% in organizations that reported sales enablement functions, programs, and titles over 2016 (registration required). And it’s not just about sales teams – sales managers seek empowerment as well. Lead Liaison’s sales enablement solution offers the tools needed to build repeatable processes and gauge performance of team members, thus enabling sales managers as well as their teams.

Lead Liaison knew they had a winner on their hands after surveying the competitive landscape. Companies offering similar standalone solutions lack the additional pieces required for a complete solution. They don’t offer an ideal integration with a CRM or marketing automation system. All the cornerstone pieces of a sales and marketing stack are still very disparate solutions. Now, Lead Liaison is able to offer companies a standalone solution for sales teams with the option to upgrade their marketing stack with one partner.

Lead Liaison’s Sales Enablement solution is powered by Rhythms™, which can be succinctly described as sales automation. Reps can build out prospecting plans that help book more meetings and create more conversations.

Additional features of Lead Liaison’s Sales Enablement solution include task management, email automation and two-way email sync. Two-way email sync allows reps to see all of their emails sent from any device in the timeline of a contact’s record. It supports all major email providers including Exchange, Gmail, Office 365, and more. Lead Liaison hosts the industry’s only unique combination of online and offline sales capabilities, like postcards and handwritten letters, which can be included in prospecting plans alongside scheduled tasks, SMS communication, and more.

To learn more about Lead Liaison’s Sales Enablement solution, visit this webpage.

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).

customer relationships blog

5 Sure-Fire Ways to Strengthen Customer Relationships

customer relationships blog“A satisfied customer is the best business strategy of all.” These wise words from renowned business author Michael LeBoeuf fit perfectly well into the modern-day business scenarios. Whatever a business does revolves around one significant factor i.e. customer relationships. 

An article on Fox Business says that customers are the lifeblood of any given business. If you have managed to build trust and establish strong bonding with your consumers, there is no looking back for you. However, to see it coming, you will need to focus on the quality of your product as well as customer service. Your loyal customers always remain with you. They publicize you through word of mouth.

This post underlines some the best practices that an emerging enterprise can follow to develop solid customer relationships.

Listen to Their Complaints

Whenever you meet and greet your customers, try to listen and understand what they have to say about your product. If you will genuinely show them that you want to listen to their concerns and experience about your product, they too will respond well.

Never make a complaint a prestige issue. Instead, take it positively. A complaint is chance to improve the quality of your service. Once improved, you know you are never going to lose that customer who had raised a voice in the first place.

Sometimes, they might have a suggestion for you. You can use their complaints and suggestions, and study their behavior to offer a one-level-up customer service. Do not close their complaints until they seem happy with the steps taken.

Rewards

Loyalty Reward is the term for bribery in the language customer service industry. You will either need to be a superhero or have a cohesive customer relationship management system that can remember how long a customer has been your customer. All you have to do is to take care of your old, returning customers with some loyalty rewards, which can be anything such as a personalized gift or a thank you card.

You can easily find an eCommerce company that offers to create customized labels for gifting purpose. You can get your thank you message written on the labels, and wrap those labels on the packaging, send or give those packages to your customers and make them feel special right away. This way also, you are going to make strong, never-ending relationships with your loyal customers.

Coupon Codes for Shopping, Restaurant Dining Vouchers, Baseball Match Tickets, Basket of Fresh Fruits, or your product, or anything you can think of can be a great reward idea for your loyal customers.

Make Them Feel Special

Despite the fact that making an existing customer happy is less expensive than searching a new one, you cannot always invest in gifts as this practice may cost you a fortune over time. There are many other ways you can make your customers happy.

With the help of your customer relationship manager (CRM), you can easily keep track of their birthdays and special occasions. A simple phone call from you or any of your representatives can make them feel special.

Why is it even important? Because, a happy client will most likely spread the good word about you and services. An article on Forbes.com insists that you as a business have to treat your every customer as your most important one, because you never know who they know or whom they can refer you to.

Employee Training

Train your employees for better customer service. Specifically if you are a B2C business, which is visited by a large number of customers on a daily routine, employee training on customer service is important.

An article on Choron.com advises, “Implementing customer service training with employees requires a solid understanding of your customer’s needs and expectations as well as being able to meet and surpass those needs and expectations through consistent, positively reinforced training.” For this, you will need to weight up your employees’ skills.

You can assess your employee’s skills from the feedbacks of your customers, and also by taking your employees through a customer service skills assessment.

Social Media

We are living in the age of social media. It is regarded as the fifth building block of the society we live in. Every business, including your competitors, makes an effective use of social network to promote their business, products, services, offers and events.

Why are you shying away from social network? You can create a group or a fan page for your business on Facebook, asking your customers to join you there. This way you can stay close with your customers virtually.

However, Facebook may not be a suitable tool for just any kind of business. That’s the reason why it is important to figure out the best suitable social media platform for your business.

Have the Best Customer Relationships

Your business is not just about doing your business. It is more, rather solely, about your customers. Nicholas Chachula, the founder of iCustomlabel, says that keeping your customers happy will help you lay the foundation for the future of your business.

Which are those two factors that bring a business success? The answer definitely has to be the quality of products and customer satisfaction level a business offers. Apparently, both the factors are proportionally related. Meaning, with a drop in the quality of your product, you shall see a drop in the acceptance of your product. Therefore, while you work on improving your customer service, you should not lose the quality of your products.

To learn more about how to manage your customer relationships, check out our Customer Relationship Management solution.

company shirts

Company Shirts: Pros, Cons, & Tips

My office just received an order of company t-shirts that we intend on giving away to current and prospective clients, as well as wearing ourselves. It’s not the first order, and it won’t be the last. But, it got me thinking. Company shirts are a pretty standard category of “swag.” They can be used for employees (in both B2B and B2C businesses), current clients, and even prospective clients (read: marketing shirts). But are company shirts really worth the investment?

The “Pros” of Investing in Company Shirts

A well designed company shirt can be extremely versatile, but the end goal is to create brand awareness. There are several avenues of creating brand awareness. While the focus is on your prospective clients, brand awareness is also important for your current base of clients and even your employees. Everyone wants to be a part of something great. And a t-shirt is an easy way to make a statement – heck, it’s a walking billboard! Company shirts can create a sense of unity amongst your employees, make new clients feel like a part of a really cool family, and spark interest with your prospective client. The more your prospects see your brand in day-to-day life, the more they will trust your business.

Local screen printers are easy to find, and your choices for a designer is not limited to your area. Our designer lives more than 800 miles away from our screenprinter. We live in a modern world; we are not limited by the location of our partners and vendors. Find a designer that fits your company culture (if you don’t already have one on staff), then choose your screen printer based on the quality of shirts they have available in addition to their reputation.

Company shirts, or marketing shirts specifically, can make you money. I love this article by Sujan Patel, in which he explains how giving away t-shirts made him over $500k in revenue. Patel says, “I posted to Facebook to see who wanted a few shirts and was surprised when I ran out just a few hours after I put up the message. Clearly there was a demand for my shirts! Since my supply was short, I put together an email list of people who were interested and started sending out the shirts with personalized notes. Not only did this allow me to help capture people’s physical addresses for use in future t-shirt giveaways, my friends were so excited that they personally thanked me on Facebook and started wearing the shirts around town.” He goes on to explain how giving away all of those shirts made him money. The project helped him strike up business conversations, it helped him get into larger companies, and it helped him grow his brand recognition.

The “Cons” of Investing in Company Shirts

“Logo shirts” are typically the first to go in a closet purge (unless the quality of the shirt warrants keeping). If you’re going to do this project, you need to make sure you do it right. A high quality t-shirt and a modern, simple design will be the keys to keeping your shirts in rotation.

Predicting the future is hard. How do you determine how many of each size you’ll need? I’ll tell ya – this is probably one of the hardest parts of the t-shirt buying process. It’s hard to straddle the line between staying under budget, but also having enough shirts to cover your need. And, if you are buying t-shirts without potential wearers in mind (like your employees), it’s impossible to know what size you need. My best advice is to hop on a LinkedIn group in your industry and ask. Also, go ahead and mentally prepare for the fact that your numbers will be slightly off. That’s okay! You can always order more.

Tracking ROI is hard. It’s difficult to quantify the return on investment to expect for each shirt you give away. RealThread.com helps quantify that: “According to the Ad Speciality Institute, the average giveaway t-shirt gets worn 4.32 times per month and earns 365 impressions per month, with an impression being any time the shirt is viewed or seen. Assuming that your t-shirt is kept for even just one year, that’s 4380 impressions per t-shirt.” So, if your t-shirt cost is $9.00/shirt, your cost per impression would be $.002/impression.

Tips

Sizing

Sizing will always be an issue, as I stated before. But it’s important to make an educated guess. The most common t-shirt size for adults is a Large. But this will vary based on your percentage of men vs women. It’s also a good idea to skew the sizes slightly to the bigger size, since it’s easier to fit someone in a larger shirt than it is to fit in a shirt that’s too small. This Quora article provides this simple ratio:

  • Small: 1
  • Medium: 2
  • Large: 2
  • XL: 1
  • 2XL: .5

Design

Keep your design simple and do NOT skimp on quality. You want to appeal to a wide audience with your design, so the more simple the better. Try to keep the sales-y stuff out of your design. It’s 2018 – people know how to search your business online. They don’t need your logo and your URL and your phone number on their clothing. That’s all too distracting. Remember, your main goal is to create unity and brand awareness. The rest will come.

You want people to be more inclined to actually wear your shirt, rather than wash their car with it. A cotton-polyester blend is pretty common and probably most suitable for everyday use. The cotton fiber makes it easy to care for and clean, while the polyester increases wrinkle resistance. And don’t forget to ask your t-shirt vendor for a sample. Most will decline, but if you call and ask, you might get special treatment. Remind them that it’s better send a sample, than re-print an entire order because the t-shirt is unsatisfactory. Once you have the sample, wear, wash, and re-wear the shirt. Keep an eye on how much/if it shrinks.

Ideas for how to use your company shirts:

  • Lead Generation
    • Offer a free shirt online, in exchange for contact information.
    • Give away a t-shirt as a reward for signing up for a webinar.
    • Use t-shirts to incentivise prospects to fill out a survey or quiz.
  • For Current Clients
    • Use company shirts to keep your brand in the mind of your best customers at all times (they are your biggest advocates, after all!).
    • Make a limited run of shirts that are only given to VICs (Very Important Clients).
    • Give away a t-shirt as a reward for a client completing an educational course on a subject in your industry. For example, we offer free educational courses on our software. We could give a t-shirt as a reward for completing a set of software training courses.
  • For Employees
    • Use company shirts to unite a team in vision.
    • Use company shirts to celebrate an important anniversary or other company milestone.
    • Give your employees a company shirt so that they can rep your brand outside of work.
    • [B2B] Use different color t-shirts to help employees easily recognize team members (the technology department wears blue, the finance department wears green, interns wear orange, etc.).
    • [B2C] Improve customer satisfaction by making it easy for customers to spot the nearest employee to assist them, thus improving their overall experience.
    • Take a group photo of all of your employees wearing the same shirt. This image can be used on your “Meet the Team” webpage, and will help prospective clients feel comfortable knowing that your company is truly a “team.”

To earn your own free t-shirt, refer a partner to Lead Liaison here!

How to Dislodge A Market Leader

Few companies are fortunate enough to create an entirely new high-tech market, and even less so dominate that market. Many join at the right time once costs have dropped and the market is sufficiently inflated. So why do so many companies lose their way to becoming a market leader?

The potential answers to this are almost endless, wrong skill sets in the business, shortfall in capital, fallouts between founders, etc – These all play their part but I want to assume that everything internally is sound, good staff and resources. Why then do companies not hit the heights they once thought attainable?

The transition period from early adopters of the technology to the early majority can really test a companies dynamism. Their are so many pitfalls to contend with but the most prevalent is the change in customer type that too few fail to master.

Things to consider:

  • Early adopters are expecting to get a jump on their competitors and expect a discontinuity between their old processes and the new.
  • Early majority however, expect evolution, not revolution. They expect the tech to enhance, not disrupt their current processes.

Are you sending the right message to prospects? Have you looked at what technology they are using and segmented them appropriately?

New markets, whether vertical or horizontal can have totally different outlooks. If you are looking to diversify into an unknown market and are trying the same approach as you would with your established market, then failure will undoubtedly become your unfortunate ally.

Dislodging market leaders is an amiable goal and that of many five year marketing plans, but they have a much larger budget, more established product and more importantly a brand. Customers will forgive a brand for minor and sometimes major mistakes – for us mere mortals, this is a luxury we can’t afford. Depending on the lifecycle stage of the market, this might not even be a possibility.

What makes you stand out? A great product, great salespeople, and/or great support? You might have features that save the customer time, it might have a better user interface or it might be more cost effective and if you’re lucky it will have all of these.

The differentiator though is how you market yourself. Pick any industry and go to the websites of the top five companies. Some will portray themselves as ‘trusted’, ‘hip’, ‘technological’, ‘customer oriented’, etc. You need to find what works for you and then own it. Do it better than anyone else, be inventive, be unusual and get noticed. You don’t have to spend like a market leader, but you do have to be as creative as one. You’ll get noticed by your customers and prospect base, and it will make all the difference.

Technology has come a long way in the last few years to help make digital marketing in particular much easier and more affordable, so use tools like Visitor Tracking to capture your website visitors and then Marketing Automation to nurture leads into customers. These used to be tools that only market leaders could afford, but now the playing field has levelled out and small to mid-sized companies can match the digital marketing efforts of companies with budgets they can only dream of. We welcome the opportunity to show you how you can be a marketing genius and own the marketing lifecycle – without perforating your bank account.

Click here to request a demonstration of our visitor tracking or marketing automation solutions.

Growth Marketing Software Stack for B2B Companies

Growth marketing software has commonly been referred to as a strategy that focuses on the entire funnel, as opposed to the top, middle, or bottom. Small to mid-sized businesses and startups need to think out of the box and not expend precious cycles trying to mimic traditional sales and marketing methods.

At Lead Liaison, we didn’t know about many of these solutions when we first started. Over time we either purchased these solutions or built them ourselves. Most of our growth marketing needs have manifested themselves as software that we’ve created to address a specific need in the overall growth marketing strategy. In addition to our own software, we’ve been using solutions from other providers to build what we feel is the ideal growth marketing software stack. One key aspect of this ultimate growth marketing software stack is that every single solution in the stack is web-based. All your team needs is a web browser and you’re up and running!

We adopted a growth marketing strategy in the early stages of our business; however, the stack wasn’t built overnight. It’s taken many years to put together this growth marketing stack. We hope you’ve coveted an article like this as it’s not easy to identify an ideal growth marketing stack. It’s our pleasure to present this stack to you in the hope that it helps your company either get up and running quickly or accelerate faster.

Here it is:

  1. Top of the Funnel: Rhythms™, Lead411, ZoomInfo
  2. Middle of the Funnel: Lead Management Automation (LMA)™
  3. CRM: OneFocus™
  4. Business Operations: Google
  5. Sales Research: LinkedIn, Owler, Datanyze, BuiltWith
  6. Task Management: OneFocus™, Trello, Google
  7. Support & Help: Screencast-O-Matic
  8. Communication: Slack, Dropbox
  9. Product Management: Atlassian Jira
  10. Customer Documentation: Atlassian Confluence
  11. Finance: Quickbooks Online

Each of these solutions and their benefits are explained below. We break up the growth marketing software stack into two parts, sales and marketing and operations.

Growth Marketing Software Stack:

These solutions benefit the sales and marketing teams. For most companies focused on growth marketing, their sales and marketing team will be less than 10 people. These solutions are highly effective and affordable, whether you’re a funded or bootstrapped growth marketing company this is the way to go.

  • Top of the Funnel: Rhythms™, Lead411, ZoomInfo, Hunter, MailTester.com, FullContact, Clearbit. Perfecting sales isn’t that difficult. It’s about establishing a process to see what works, then rinse and repeat. Sales can be systematic too. We use Rhythms™, which help our sales people get into a groove (dare I say rhythm) with their sales. It helps them establish an outreach plan, that’s ideal for business development reps or seasoned account managers. Reps add manual emails, auto-emails, phone calls, postcards, handwritten letters, and various tasks into a plan – giving them a blueprint for sales. When new reps come aboard they can easily adopt your company blueprints. It helps to feed Rhythms™ with fresh contacts. We like Lead411 for email-only contacts and ZoomInfo for higher quality data. ZoomInfo has the highest concentration of contacts with phone numbers and emails out of all providers we’ve found. This makes ZoomInfo the best solution for high-touch sales plans or account-based marketing. Your growth marketing strategy should be focused on quality over quantity though. Gone are the days of batching and blasting emails. That’s a quick way to sink your growth marketing ship. Spend more time researching and reaching out to each contact you pull from your source. Rhythms™ will help you achieve high quality sales campaigns. Hunter and MailTester.com help round out the prospecting solution to verify email addresses. Teams might also find FullContact and Clearbit useful for finding contact information.  
  • Middle of the Funnel: Lead Management Automation (LMA)™. Once you develop your top of the funnel leads into engaged contacts they need to be nurtured and followed up with. Although some providers call these solutions “marketing automation”, we’re not a fan of that phrase. Marketing automation is a strategy really, and not software. There is software to better manage leads though. Qualifying, nurturing, prioritizing, and engaging leads are some of the benefits of lead management software. In addition, software like LMA comes with a suite of marketing tools such as an email, form, landing page builder, social posting and more.
  • CRM: OneFocus™™. Don’t waste your time on expensive and bloated CRMs such as Salesforce.com and Microsoft Dynamics. These platforms are great for large enterprises, but if you’re reading this article and care about growth marketing software – then you won’t be interested in those CRMs anyhow. We might be a bit biased here, but we created OneFocus™, for companies like us that are focused on growth marketing. We didn’t need all the fat around the bone, we just needed the essentials of a CRM. Deal, task, contact, company management was all our sales team needed with an easy to use interface. They go it with OneFocus™. Other companies can also enjoy this light-weight CRM as it’s 100% free.
  • Sales Research: LinkedIn, Owler, Datanyze, BuiltWith. As your sales team scours the market for opportunities or finds new leads with ZoomInfo or Lead411, they’ve got to be researched further. Datanyze and BuiltWith have some nice plugins (our favorite is Datanyze) that help you visit a prospective company’s website, click the browser plugin icon, and all the company firmographics, social info, and technographics (what technology they use) is right there at your disposal. Owler is mainly useful for finding a company’s competitors, while LinkedIn helps you learn more about the Prospect.
  • Task Management: OneFocus™, Trello. There are 100s of task managers out there. Our two favorites are Trello and OneFocus™. Trello is a nice looking web application that’s very easy to use. Users can create different boards with tasks in the boards and share boards with each other. To complete tasks, users drag and drop tasks from one stage to another. Trello is great for general tasks and to-do items (even for personal tasks); however, OneFocus™ is ideal for sales and marketing tasks as it’s fully integrated into Rhythms™ and OneFocus™, solutions for the top of the funnel and general lead management. OneFocus™ has a slick task manager and task wizard making it easy for reps to make the most out of their day while staying organized and focused.

Growth Marketing Software (Extended):

We put this part of the growth marketing software stack together as these solutions complement the sales and marketing stack. Some of these solutions such as Screencast-O-Matic are lesser known, but super handy and affordable for sales, marketing, and support.

  • Business Platform: Google. Most companies go one of two routes here, Microsoft or Google. Many companies “think” they need Microsoft and still think of Google as a solution for personal use. When in fact, they couldn’t be more wrong. Google has a killer stack, which they call G-Suite. It is jam packed with value and around $5 per user per month. It includes Gmail (email), Docs (like MS Word), Sheets (like Excel), and Slides (like PowerPoint), and Drive (like Dropbox). For those that think they can’t live without Outlook, with a few tricks in Gmail, you can make it look like Outlook. Docs and Sheets are amazing. They allow companies to create Templates, making it easy to create sales and marketing material on the fly, that all looks has a common look and feel – for example, Order Forms, Master Subscription Agreements, Mutual NDAs, Addendums, and more. Try G-Suite, once you get used to this platform you won’t look back. Oh – and it’s backed by Google!
  • Support & Help: Screencast-O-Matic. This has been our little gem. For less than a meal at Denny’s, you get an easy to use screen recording software that instantly uploads videos to their cloud service (no extra charge) or YouTube (unlimited). We use Screencast-O-Matic to record help videos during the sales and support process. In seconds after a recording your video can be send to a cloud service of your choice and a link can be emailed. Sending links is so much easier than sending large files across the internet.
  • Zoom: Conferencing and screen recording. We used to use GoToMeeting until we got fed up with the quality and price. Zoom is much more affordable, gives us instant recording options with the ability to easily screen share from our mobile device (great for mobile apps) at half the price of GoToMeeting with better quality.
  • Communication: Slack, Dropbox. Slack is by far our favorite tool for communication. Prior to Slack we were using Google Hangouts on the sales side and Skype with vendors and contractors and some employees. It was a pain context switching between apps, all with different interfaces. Slack is the most amazing and modern communication tool we’ve seen. It’s ability to integrate with other sales and marketing apps to strengthen your growth marketing stack is unprecedented. Some of our favorite integrations include Jira Cloud, Google Drive, Giphy, and Dropbox. Dropbox is like a hard drive in the cloud for your company. It’s a nice interface and easy way to manage sharing documents across your organization.
  • Product Management: Atlassian Jira Cloud. Jira is used for managing product roadmaps, bugs, new features, and more. Product Managers and engineering teams can use Jira to run engineering sprints (short periods of work prior to a software release) and track overall progress.
  • Customer Documentation: Atlassian Confluence. Confluence is a cloud-based documentation platform. Use it to create different “spaces” for your organization. For example, customer documentation, employee handbooks, and corporate wikis to document process. Open your customer documentation up so you don’t require a password. That way you can easily send out links to your docs and user manuals.
  • Finance: Quickbooks Online. QuickBooks is an easy to use system to manage your books, create reports, track income and expenses. Most growth marketing software companies care hire someone part time for bookkeeping, outsource it, or give this to one member of the team as it’s a part time task and not a full time job.

We hope you enjoyed our take on the ultimate growth marketing software stack. If you have any questions on the above software solutions don’t hesitate to ask, we’d love to help.

Lead Liaison Webinar

An Introduction to Sales Enablement – Webinar Transcription

To watch “An Introduction to Sales Enablement” in its entirety, click here.

Summary

Lead Liaison provides an introduction to sales enablement. Learn the definition of sales enablement, why companies use it, and how it can help your business. We also compare and contrast sales enablement vs. marketing automation and break down how these two technologies complement one another.

Presenter

Ryan Schefke, Lead Liaison

Transcription

*Please note that this content was presented live and then transcribed. It will read exactly as presented in the webinar. Welcome message and company introductions have been removed.

Slide #2

So let me cover three buckets.  Bucket number one would be your company might be using email marketing.  So maybe you’re using MailChimp or constant contact, or your even using marketing automation, which in a way it’s like version 2.0 of email marketing.  But with number one, you might be sending out a bunch of emails. We just talked to client the other day, and they’re shooting a bunch of emails out through Mailchimp, and their sales team is hoping for people to respond and email them back, and their sales team is even following up on people that have just click links.  That’s how they’re measuring engagement, just a link quick and taking action on that. So we like to say that those kinds of company, they’re just sending out email blasts. They’re doing very basic marketing around email but they’re blasting their database. But sending a generic message to your entire database, you’re not segmenting people.  Bucket two is really companies that are using marketing automation for both sales and marketing purposes. Definitely sales can benefit from using marketing automation. A good philosophy there is that marketers are producers and sales people are consumers. But what you don’t want if you are falling on bucket number two, you don’t want to be using marketing automation to do your prospecting and do your sales outreach.  You don’t want to be running your cold contacts through your marketing automation system. Bucket number three is where you carve out marketing automation and you dedicate that for marketers, and then you have a sales enablement suite, and your sales people use that. So ideally you want to be in bucket number three, and in that way, sales and marketing can kind of work in harmony.

Slide #3

What is killed enablement? Again 24%, 1 out of every 4 people here don’t really know what it is.  So I’m going to throw a definition out there to everybody. Sales enablement means continually increasing efficiency of your sales ecosystem through the use of strategies, tools and process.  What does it mean to be continually increasing? Well the main thing is that you can’t stop improvement, you can’t stop changing, You know, if I look at our own company, Lead Liaison, as an example of that, we introduced marketing automation in 2014.  So four years ago, we rolled that out. Obviously, we want to be using our own software that’s how we’re growing our business so rapidly. So we like to say we drink our own champagne. We never say we eat our own dog food. I don’t like to eat dog food or be blasted, like I mentioned earlier.  So the key is always continually improve. We’re using our own software, but we’re always making changes, we’re changing our qualified lead flow, we’re changing our messaging, we’re always refreshing the content, for tweaking how we do prospecting. Never rest on your laurels. Never be complacent because if you get complacent, I think that will lead to failure very quickly.  So you’re continually going to make changes. Efficiency, well what does that mean? You got to really be using automation at the core to be efficient. You got to be really organize. So that again, you can scale your business. And in these last three words, I’m going to touch on the next slide about strategy tools and concepts, I’ll explain that. And by the way, sales enablement, you gave a lot of definitions out there today.  You may have heard of sales enablement as sales automation, sales intelligence. It’s really all the same thing in our crew. It’s a bit subjective but it does have different means.

Slide #4

So you’ve got to have a strategy.  You got to figure out, are you going to target certain accounts?  Are you going to focus on specific industries or regions, and you really got to know who your ideal buyers are, that’s very important.  Lead Liaison actually offers a particular document, it’s on our website under our resource library. We call it an SOA, Service Level Agreement.  It’s a really good tool to use between your sales and marketing teams. It’s treated down those. You can get that again from our website. But here, just have an agreement or a template, define your buyers, define your sales plan, know who you’re going after, identify, you know, what is a qualified lead, what is the lead, define those things, make sure both teams really agree there on what that is.  But, again, you’ve got to have a strategy. The tools, right, so again sales enablement is a bit subjective, but remember in the definition, I talked about providing solutions for that failed ecosystem, helping sales with everything they do, everything they touch. You got to have a CRM. It’s great if you have meeting automation. Send out a link, schedule a meeting, you could use solution bud call away.  We’re also working on something to help automate the scheduling of meetings. But instead of going back and forth and working out availability for parties, send the link, they can click it, see their availability schedule. You really need stuff like visitor tracking that’s a great sales enablement tool to help identify businesses and people that come to your website, and give you key sales intelligence. And again sales automation engagement, sales intelligence, whatever you might refer to it, that’s kind of part of the suite, which I’ll go over in more detail.  And then you got have a process. You got to document what you want your sales team to do. It could be in Google Docs. Within Lead Liaison we use a solution from atlasin, it’s called Complements, its kind of a Wiki. We use that for our public documentation and internal documentation. And then you got to train your sales team. So all of our demos, our client meetings, on boarding, we record everything. So we use notes, we use GoToMeeting, record everything, upload it into YouTube, make it unlisted, so that you can just pass out links to people as needed. But use that material to give back to your sales people to train them, to make them more efficient.  And then the last thing is measure. It doesn’t get measured. It doesn’t get docked. So you have to have these strategies, tools and process to really do a good job at sales.

Slide #6

What you’re looking at is what I would call a super graphic, right, not just an infographic but a super graphic.  Taking sales enablement tools is really difficult. By the way, the super graphic is provided by Scott HYPERLINK “mailto:Brinker@chiefMarktax.com” Brinker@chiefMarktax.com, want to give the proper attribution there.  There are 5,381 solutions on the super graphic from 5,000 companies that is a lot. Can you imagine if, you had to pick from this 5,000 different companies. It’s impossible. And there’s several hundred just in sales automation which you see in that red box right there.  In the blue box, on the bottom left, you see marketing automation. Lead Liaison fits into both of those buckets, we deliver solutions in both areas. The key is you want two things to be working together. You don’t want these to be dispersed solutions. Now, what you see here, this is from 2017.  In 2016, there were less. So you know, so 2017, there were 39% more solution. So the sales and marketing ecosystem is just getting more and more complex. The good news is that I’m going to simplify that for everybody in our discussion here.

Slide #7

I’m really going to focus on sales automation and marketing automation.  So just the automation piece. Number one, I’m going to give you again five differences, number one is really the obvious, which is the people, you know, marketing people should be using marketing automation, salespeople should be using sales enablement.

Slide#8

The second difference is where should these solutions be used.  Now, what you’re looking at here is a very primitive funnel, suspects, leads, opportunities, clients.  Your funnel could be more detailed, which is fine, but at the highest level, you have what we call suspects.  What that really is, is basically just a person. They have no idea who you are. You got them from a list, you pull them out of the phonebook, it doesn’t matter.  They are suspect. A lead is somebody where you may be engaged them, you’ve generated interest. They now know who you are. The difference here is in that minty color, sales enablement is at the top of the funnel.  And by the way, this is not just the sales funnel. The world is moving to sales and marketing funnel. So you got both groups within a company contributing to your funnel. But sales enablement is at the top of the funnel.  It’s really geared around booking more meetings, filling the top of the funnel. That’s the goal of sales enablement. On the other hand, marketing automation is, you can see, as you, in more areas of the funnel, it’s used to help nurture your lead.  It’s used around opportunities, upsell, cross sell, things like that. And a lot of people just forget that marketing automation is really, really applicable to clients. It’s not a lead gen tool. Marketing automation’s purpose is to help you shorten the sales cycle, to drive bigger deals, and you do that for building strong relationships by communicating in a very relevant way.  That’s what marketing automation can do is help you segment and communicate and have conversations, not blasting people. The key takeaway from this slide is that they need to complement one another. Again, earlier in the poll, we heard 5% of the attendees used marketing automation so they feel they don’t need sales enablement. It’s a little bit of the wrong approach there.

Slide #9

The third difference is in email. So again, I’m largely speaking about automation.  The third difference is in how emails are delivered. Marketing automation is going to send your email through the provider’s network.  Those emails must have an unsubscribed link, because you want to be can spam compliant, etc. Those emails will not show up in your sent box.  The difference is that when you’re using sales enablement or sales automation, those emails are going to go through your own service provider.  So it could Gmail, could be Exchange, Office 365. It’s basically just like going into Outlook or Google mail and sending an email from your email client.  You’re going to see then your sent box. You don’t have to put in unsubscribe link in there, and you’d probably do get better deliverability of your emails.  So the way that emails are sent are very, very different.

Slide #10

The fourth difference is in reply management.  So your sales enablement tools are going to automatically manage replies.  Again, it’s sales automation, it’s for sale people. So we really want to keep it very simple.  If somebody engages or replies, you want to remove them from your flow, whereas marketing automation is more manual.  You’re going to have to pull them out or set up some automated processes to remove them

Slide #11

And then the last thing is you know, simplicity right.  We got to keep sales automation, sales enablement, very, very simple.  We can’t make it complex.

Slide #12

Going back a little bit marketing automation.  It is going to be more, I think difficult to use, right, because you just, you’ve got more options.  So it can be confusing for some people. Those technical marketers I think really get it. But again, you got additional business logic.  You can wrap around things. And so again, it’s more complex, more actions.

Slide #13

So why do sales reps need automation?  Well I’m throwing some very quick stats  out at you, and these stats by the way are furnished by the TAS group or Task Group Marketing doughnut and brain shark.  So 67% of reps don’t hit their quotas, 2 out of every 3 reps miss their quota. Half of all sales teams don’t have a playbook.  You got to have a playbook. The third point here is to take an average of 8 cold call attempts to reach a prospect. My take away there is cold calling really doesn’t work these days.  You know, for me, I really don’t answer my phone. I do screen and I see the caller ID, I don’t answer. You got to try different approaches. The last point here is it’s very tough to on-board people.  It takes about 10 months for new reps to really be productive and get up to speed. So that the key takeaways here are reps are increasingly unsuccessful, especially if they do not have a plan, and it’s very hard to reach people and ramping up new reps is difficult.

Slide #14

So what’s the solution?  It doesn’t matter what your sales role is.  Now you probably fall into one of these two buckets– account manager, business development reps.  Now, some companies call them account managers, some companies call them major account managers or outside sales reps.  The bottom line is you’re the person that probably build the relationship a little bit more. You might be traveling. You might be focusing on your 50 or 100 top-tier accounts for your business.  You might be doing what they call ABM or Account Based Marketing, just focusing on specific accounts. You might be in that bucket or you might fall into the business development rep bucket, where again, you could be called a biz Dev rep, a sales development rep or an inside sales rep.  There’s many names but you you’re typically in one of those two buckets. The key thing is you got to have a plan. You can’t just be calling. You got to have unique, multiple touch points, and you really have to create messaging across your organization that’s consistent so that you can, what we call plug-and-play with your reps.  So if your reps leave, which that happens in sales, you get a lot of turnover. You want to pull in your new reps, you want to be able to plug-and-play and have them pick up where your reps left off, and have all that messaging be consistent. So Lead Liaison, to tell a real quick story here, we evaluated a number of sales enablement solutions.  You know, we looked at various players out there, but we really found three problems. Number one, nothing was integrated with marketing automation. That’s kind of our history, we started visitor tracking and marketing automation, but we found sales enablement was really disconnected. You have to copy and paste data from one system into your marketing platform, and they just weren’t integrated.  They were also a little complicated. Again, you want to keep them simple. And they were not multichannel, everything is just email only.

Slide #15

So I’m going to show you on our app what some these things look like, but I’m going to give you some screenshots.  This is from LeadLiaison. Now, what this is sales automation. Other providers in the market, they might call what you’re looking at a sequence.  They might call it a cadence. They might call it a flow. It doesn’t matter what the name is. For us, Lead Liaison, we call it a rhythm. We chose that name because sales is about getting into a rhythm.  It’s establishing your momentum, your flow but diving and getting into that rhythm, getting used to things, that’s what it’s all about. You want to have that rhythm to really be your second thing. A few key things, you see on the left, when we designed this, we said, “Man, we got to make it multichannel.”  What I mean by multichannel is not just email, right, but have the ability to send a handwritten letter. Have the ability to send a postcard, to schedule a unique task in the time. That’s really important. Make it multichannel. The next thing that’s really important is give the reps options. You want to have some multi-variant testing, not AB testing the ABCD all the way up, multi-variant, try different things but don’t make it too complex, if then, logic and things like that.  We also want to be able to very easily add people into your rhythm. That’s important. We are working on, and integration with zoom info, we’ve partnered up with them. So that’s the key thing, you know, you want to be able to find and kind of target certain people, and then add them into your flow to then create that rhythm.

Slide #16

One more thing you really want is you want to make sure you’re organize, right, and as part of your process.  So the most efficient reps these days, they stay organize. So you got to have a really good task manager. You want your reps coming in and not say, “What should I work on today?”  You want them to click a button and “Hey, these are overdue. I got to make these phone calls or here’s what’s due this week.” So you want to have a really good task manager. We built that into Lead Liaison.

Slide #17

And then also, you want to make sure you can measure.  If you remember what I said earlier, if it’s not measured, it’s not done.  So in this case, how many people were added, finished, and how many people are engaged in your particular sales automation or your outreach.

Slide #18

So that that’s really about, again, those flows, those rhythms, those sequences, again, whatever you want to call them, but there’s really more to sales enablement.

Slide #19

Here I’m showing you on my screen, on your screen, sending an email from an iPhone, from an android device, from Outlook, from Google mail.  You know what you really want is you don’t want to have to use an email address and put that in your BCC field so that it gets stored in your CRM.  About six, seven months ago, Lead Liaison released a free CRM. It’s called OneFocus. The essentials are there to create deals and tasks and so on so forth.  But one thing we realized is let’s not make it difficult for reps. We just want to make sure that no matter where they’re sending an email, they’re on the road, and God forbid, sending an email from their phone while they’re driving, they’re at their desk, wherever, it doesn’t matter.  We want to make sure that email goes into the CRM. So that all that information can be shared in a central area.

Slide #20

This is what we call a prospect profile for us, but it doesn’t matter where those emails are sent, you want them all to be threaded, and in line, so that if another rep checks out this page, or the marketing person, everybody knows what is going on.

Slide #21

Here is sending an email from the application itself.  So this is just native email. There is a bunch of different capabilities in there to help make reps more efficient.  

Slide #23

This is the interface, you know, you can build out these different actions, I’ve mentioned these actions here on the left.  Again, you want to make sure you’ve got different versions, if you will. You can add that. So either you’re different variants here.  You want to make sure, again, that you can measure things again– added, finished, engaged.

Slide #24

Ryan Schefke:  So here we can see, you know, how many individual prospects you are putting in, what’s the stag, or what steps are they at, and your overall flow.

Slide #25

Looking at your emails only, so you want to be able to take all your different action types and just may be drill down a little bit, and see how things are performing.

Slide #26

You also want to know what tasks have you set up for yourself.  So you can see a tasks tab over here.

Slide #27

And then you got different settings.  So again, when people reply, you want to remove them.  These are called suspect statuses, but based on what happens, what you want to set their status to be, you want to set some goals, things like that.

Slide #29

It’s giving you a preview of what we’re doing here with zoom info.  So you might want to pick from your own account, inside Lead Liaison, certain companies, certain named accounts that you might have or maybe do a general search, you want to find those people, put in your criteria, and then once you find them, add them into your rhythm.  So making it easy to insert people in there to fill the top of the funnel.

Slide #30

I just want to quickly compare and contrast here, marketing automation.  This is an example of marketing automation from us. So you can see these individual actions, you got way more actions, changing data values.  You don’t just have sending an email or sending a handwritten letter, things like that. You’re tagging, your moving things around inside the system, you’re adding different conditions around your actions.  You are creating your business logic. So it’s much more complex with these kinds of system. And you’ve got different pipes typically. So you can see here, we offer, four different variations. So much more complexity, if you will, but with the complexity comes more power, more options in things that you can do.  

Slide #31

This is the task manager. So if you’re a rep, you come in, you want to make sure, “Hey, I got my path.  I know what I’m working on.” Maybe you get an email reminder that you got overdue task. But the key is, pick your task, pick the start button—

Slide#32

–begin working on your tasks, you can see one through four, and this is your task manager, that entire timeline right in here of what’s going on all the leads or the prospects engagement here and the actions—

Slide #33

–the ability to take quick action—

Slide #34

–you want all that your sales enablement system.

Slide #35

Also to keep it simple, you know, depending on again, if you’re an account manager or if you’re an inside sales rep, you know, maybe you want to build your rhythms or your sequences, whatever you want call them, and then keep them in a certain folder.

Slide #36

You might have like an industry folder, whatever that might be or your top 50 accounts—

Slide #37

And you want to put your rhythms and keep them organized and put them in certain folder.  I do want to highlight again the two-way sneaking stuff that I talked about. Here’s an example of a profile inside Lead Liaison.  You can see that in the timeline here, this is a two-way email thing. It doesn’t matter where these messages are sent from, you know. We want to basically take all that communication automatically put it into the system, inside the profile, and that way you can see the entire contents of your message.  And that can be shared with your team. And then also, you can take direct action that you could reply, and do something on that message, if you needed to. So let’s say I’m in the profile, to give you a quick example, you got different options when you’re sending email. And again these are built to help the salespeople.  So maybe you talk, in this case, I talked to Mike, we have a great conversation and he says, “You know what, let’s just touch based in about two months.” Well, probably I’m going to forget or I’m going to get busy and I won’t come back to it. So the key is, right after I get off the phone, I can write my message, I can schedule sort of a certain day, in a certain time, and then I can set it and forget it.  I can send it out. So I don’t have to worry about that. So let’s just send later future. By the way, there’s also an undo. So maybe I sent something and I go, “Oh oops, I shouldn’t have said that or I should have added something,” There’s the ability to undo. You might have those plug-ins inside your email, client that we build out, they can write into Lead Liaison. You can add a reminder. So maybe if the person doesn’t reply after a certain number of days or after a certain time, have your system send an email or create a tasks for you, again, that you could manage in your task manager.  You want to be able to create sales template in the platform. You know, create your messaging ahead of time, and then insert those easily, put in snippets. For example, if I wanted to insert a little snippet about your company, now that’s a great used case to be able to insert that so that everybody is consistent. And then you got option two, you know, have dynamic signatures, put those in, so you have merged fields to track your open, track your clicks. That’s all sales enablement here, again, having the ability to send email from a profile and then having these different options to make things efficient for you.

Slide #38 and 39

How do these systems need to work together?  So what you’re looking at here is what Lead Liaison calls a lifecycle funnel.  These are the different lifecycle stages right. I mentioned earlier, sales enablement, kind of on the top, you know, marketing automation towards the bottom.  We have these fixed lifecycle stages. You see suspect on the very top. If we were to take the suspect stage, and we were to expand it, and sort of blow it up a little bit-

Slide #40

Then you might have these different status.  New suspect statuses. So as you’re working with your sales automation system, you know, you’re putting people into those rhythms that I talked about, depending on what happens, if they reply, if it bounces, you want to automatically update their suspect status.

Slide #41

One of the keys here is that you are managing everybody you know all your prospect in your town pace marketing, that’s happening in that suspect stage.  But when somebody engages, they move automatically to engage. And that’s where your marketing automation system can kick in, and maybe nurture those people for the long run. That’s really again where the two systems complement one another.

Slide #42

Once you have that again, you got harmony between marketing and sales, sort of bringing everything together.

Slide #43

I do want to give you a couple of references here.  Number one, we do have some training which is open to everybody on sales enablement.  So you can access that training by going to salesandmarketinguniversity.com. You can learn more.  There are three particular lessons in this training course, and you can apply. So just click, once you go to salesmarketinguniversity.com, click that apply for course, one of our trainers will accept it, and then you can go ahead and watch some of those capabilities to reinforce the learning here today.

Slide #44

Ryan Schefke:  The other thing I mentioned is I’m starting—we start a service level agreement.  So you can get that from the resource section on our website.

Slide #45

Ryan Schefke:  Here I am on our website.  And here if you go into resources, resource library-

Slide #46

And free tools, you’ll see the SLA over here.  And then again, here’s the courses here in sales enablement.  You just want to click on that, and then click

Slide #48

This is our pricing.  I figured this was just easy to show to this to everybody, not trying to push Lead Liaison here, just trying to help you understand how we group things.  The last two columns, these are really the sales enablement solutions. We do have sales pro-user seats. You see the rhythms that I talked about. Those rhythms are not available yet.  They will be released at the end of March at the current plan. But you know, we do have all those other capabilities, that two-way email think, scheduling emails later, the undo, all of those things in that particular package.  Inbound is really about visitor tracking and picking up more sales intelligence for your team. But again both of those solutions are sales enablement.

Q&A

Q: When is the Lead Liaison search email available?  

A: We do have sales enablement today, again, you’re going to get a lot of those features, which will be that two-way email think, again, no matter where you’re sending emails, they’re going to show up in that timeline and be shared with everybody else.  You can send later, you can undo, you can use sales templates, you can use the snippets, there’s going to be tracking of all those emails—all of that is available today, right now, from us, and again, end of March is when we expect to be GA, which is general availability, with our rhythms.

Q: Sales enablement really for business development managers or account managers?

A: Yeah, it’s really for both.  If you’re doing business development, you’re probably targeting more people.  Now, you know, the important thing is, even though all of those emails are sent through your exchange server or through Google, or Gmail, you still need, there are limits right.  So you can trip thresholds and you got to be careful. We’re actually building in some throttling capabilities to throttle that. But again, if you’re more of a biz that person, you might be dealing with a larger volume of leads wherever you got those.  But I think it’s still important to really not focus on quantity but to focus on quality. So our rhythm feature is really meant to allow reps to be very hyper-focus in a certain area. It’s typically a best practice to be jamming contact through the system.  You know, I would say the smaller the better, the more targeted, it’s definitely quality over quantity there. You know, if you’re an account manager, you are probably dealing with major accounts. Like I mentioned earlier, you might have 50 accounts, 100 accounts, but this is perfect because with the rhythms, you know, keeping an account manager, is like I mentioned earlier, not just making those phone calls because it can take eight phone calls before you can reach somebody. I’ve actually seen stats that have better double that.  So 15, 16 phone calls. You know, for me, the definition of insanity is doing the same thing over and over and over. So we don’t want to just be doing phone calls. You know, your reps are going to get tired. They’re going to want to quit. So you got to have some variation. You got to have that multi-channel. You got to sprinkle in some personalized communication. You got to sprinkle in postcards and handwritten letters. If you’re an account manager, you’re probably focusing on bigger size deals, high value, tens of thousands of dollars, perhaps.  And why not spend $6, $7 on a handwritten letter to really make your attempt at penetrating an account very effective. So there is the difference. It’s really, they’re intended for both account managers and business development reps.

Q: How does sales enablement work with Salesforce.

A: We also have that for Microsoft dynamics.  We do in integrate with I’d say another half a dozen CRMs.  Of course I mentioned we have our own essential CRM, some of the basic things in there, and we’ve got back, you know, that had allowed us to integrate with a bunch of other CRMs.  But going back to the question, really sales enablement should be focused, you know, in the platform itself right. As I mentioned earlier, the two systems do complement one another because sales enablement is filling the top of the funnel.  We really don’t want to do is you don’t want to, you know, load a bunch of stuff into salesforce and just, you know, muddy the water and have a bunch of contact data. You just want to be working these individuals through your sales enablement system.  I do understand that, you know, that requires a rep to you know not use salesforce but to use a system like ours or something else, but you know, uses the sales automation system because it offers all those capabilities. When somebody becomes engaged, at that point, that’s when marketing automation takes over and marketing automation can help automate that process of pushing people, you know, into your CRM, like salesforce.com and then kicking in nurturing and things like that.  So I’d say really, they work together very well, but it’s really about just making sure that you put qualified, interested people, people that engaged into the CRM.

Q: Can I use sales enablement on its own, so without using other like marketing automation?

A:  So at the moment we do not provide sales enablement standalone.  You do need to be using marketing automation from us, at this moment or some of our other solution.  So at the moment, we do not offer sales enablement standalone. We might be changing that in the future.  If we do, we probably will require a minimum number of users, you know four or five, something like that to get rolling.  Those are the things that we definitely are considering, just because we’ve had a lot of demand it in terms of what we’re doing so far.

 

How to Prepare for a Marketing Event

There are various types of marketing events to attend; traditional marketing events like trade shows, corporate events, social gatherings, and more. Regardless of the event, a marketer must go through some checkpoints before the event. In this article we’ll cover how to prepare for a marketing event to make your event as successful as possible.

Prepare your Booth

We’re assuming your next event will require you to showcase your brand a bit. Companies typically do this with a booth. If you don’t have a booth contact your local print shop and inquire about trade show or event displays. Lead Liaison uses a three (3) panel display with plenty of images. As a tip, keep your text to a minimum. Yes – you do want people stopping by your booth to engage in conversation with you, but you don’t want them blindly staring at your display struggling to read the text. You’d rather tell them what you do and converse with them, right? Try to think of adding only broad headings and key bullet points (no more than three per panel) to your display. If you don’t already have a graphics artist on your team, hit up a site like upwork.com and hire someone. For us, we used the graphics person at the print shop so we got a bonus. We got a graphics artist to help us out without having to shell out more money.

Once your display is ready, consider how to prepare for a marketing event that focuses on your audience. You can run a drawing where you have your booth visitors drop a business card into a fish bowl. You can offer some candy (in another fish bowl or tray), or you can give away some company swag. Here are some other ideas if you want to take a more creative route:

  • Talk to a handful of local companies in the area and have them sponsor services to run an auction. Hotels, restaurants, nail salons, etc. should all be happy for you to promote their services while visitors bid on each service. It’s a good interactive idea.
  • Do something off the wall such as a wheel for people to spin to win a prize of some sort. Most people will like playing the game and see that as a nice break to the monotony of the event.
  • Have a raffle for your services. For example, if you’re a software company give away a subscription to your software for a period of time. If you’re a professional services company offer a complementary version of your services (free consultation, free training, etc.).

Lead Capture

One of the most important things to consider when thinking about how to prepare for a marketing event is how you will capture your leads. Marketers must think through how they’ll capture leads at the marketing event. There are varying levels of lead capture. You could do what many companies do and only collect business cards from each person. If you did that, it would take a while to get the leads into the system, you risk human error losing cards or entering in information, you rely on the sales person to enter in the data, and even after all of that’s done – you’ve got to merge all the leads together, get them into your system, and properly distribute them.

An alternative method is to contact your trade show organizer to see what system they suggest. Most event organizers will contract a company for their lead retrieval system. The lead retrieval system will likely be a handheld barcode scanner or a mobile app. Choosing a system from the lead retrieval company will still limit you though. For example, the forms that are provided are limited. They are designed to only capture certain information, such as name, email, phone, etc. Even if you’re using their barcode scanner, only select information gets pulled in. If your company prefers to capture key information from your booth visitor, too bad – you’ve got to cram that information into the notes section, making lead capture even more cluttered when it’s time to get that data into your system. Moreover, you’ve got to get the captured leads into your system. Lead retrieval companies will put your leads into a central repository for you to download, or give you all of your leads while you’re at the show. Once you obtain them, they still have to be curated, uploaded into your company’s CRM, and distributed. This is just the capture part, and doesn’t include any follow up with attendees.

The last, and best option, is to use a professional-level event lead capture system. These systems have a backend and frontend to help you manage the end-to-end process for your event leads. On the backend, marketers can build and provision forms with custom fields and information relevant to the company. Marketers can also electronically roll out forms to different sales people and fellow marketers who might be attending the event. The forms can be pushed out to each user’s Android, iOS, or Windows device as the application should be cross platform (HTML5). The mobile event lead capture application will provide multiple lead capture methods. We’ve listed a handful of lead capture methods present in leading event capture apps:

  1. Barcode / QR code scanning
  2. Manual entry
  3. List pre-fill
  4. Business card scan

Leading event lead capture solutions will also work offline as most events could be in the basement of a hotel or in a crowded area where internet or cellular connectivity is limited or not available at all. The device should work seamlessly, whether offline or online, and hold the leads on the device or automatically pass them to the backend once the device connects. This leads us to the backend aspect of these systems. The backend should be sophisticated enough to help the marketer qualify, communicate, distribute, and nurture leads automatically. Here’s a short summary of each of these areas of the workflow on the backend:

  1. Qualify: Leading systems will use scoring or grading as a way to qualify leads. Scoring is a way to measure engagement or interests. For example, if the prospect chose a specific value on the form then give them more points. Similarly with grading, if the prospect has a title that contains “Chief” then consider automatically giving them an A+ for their grade. Scoring and grading will help your sales reps separate out where to focus first, as they should look for the highest graded and scored leads from the event.
  2. Communicate: Responding to the lead right away is important. Text the visitor back after an hour or so thanking them for their time and visit. Alternatively, send them an email, postcard, or handwritten letter shortly after meeting them.
  3. Distribute: Make sure you route the lead to the route sales people as soon as it is submitted. Use various rules such as geography, demographics, or any information you collect on your form to determine where to send the lead. Getting the lead in the hands of your sales rep as soon as you can is critical for success.
  4. Nurture: Build stronger relationships with your leads by running them through multi-step nurture processes that intelligently sends out touch points across traditional and digital marketing channels.

Coordinate your Team

Gather your sales and marketing team members together and do a recap of your upcoming event. If each person is using a lead capture app like Lead Liaison’s GoCapture!™, make sure each user is in the system and their device is authenticated to receive the event form. Your team might also benefit from having one or two devices around the booth and putting the GoCapture!™ app into Kiosk Mode to more easily manage lead collection. Whatever your approach, make sure you have a documented process for capturing the leads and make sure your reps are fully trained on this process.

Distribute your Leads

The final, and possibly most crucial step, in thinking through how to prepare for a marketing event is to nail down how you will distribute your leads. As noted above, it’s critical to have a sound lead distribution plan following your marketing event. Make sure your reps are not taking their business cards back home with them or losing them in transport. To avoid this, leverage the OCR or business card transcription services offered by your event lead capture service. With Lead Liaison, we provide a transcription portal as a component of the backend lead capture system. Businesses can manage the portal themselves by transcribing their own cards. Alternatively, Lead Liaison’s transcription team could transcribe the card for a nominal fee. Either way, get those cards out of the hands of your reps and into the system in digital format for prompt lead distribution.

Lead Liaison provides the perfect solution for event lead capture, called GoCapture!™. Get a free demo of this solution today to see how you could make your next marketing even a smash hit.

Lead Liaison Webinar

PPC and Marketing Automation, Webinar Transcription

To watch “PPC and Marketing Automation” in its entirety, click here.

Summary

Google AdWords Premier Partner, Ben Herman, and marketing automation expert, Chris Kipgen, team up to cover how using AdWords and marketing automation together can get you more conversions at the same or lower cost per acquisition.

Presenters

Ben Herman, Mad Fish Digital

Chris Kipgen, Lead Liaison

Transcription

*Please note that this content was presented live and then transcribed. It will read exactly as presented in the webinar. Welcome message and company introductions have been removed.

[Ben Herman:] The benefits of PPC and marketing automation includes covering the basics. You can quickly deliver a lot of traffic to test CTAs. So those are calls-to-action. That’s landing page optimization. Getting feedback and data on that and not real time but within about 24 hours depending on how much traffic you’re able to drive.

You’re also able to gather a ton of customer insights these days from AdWords alone as well as all the social platforms. But there’s demographic data, there’s a lot of age data. Things like that. So there’s a lot of ways to make decisions based on the data that comes back from paid search which makes it really great even if you just run small short campaigns to gather a lot of insight on your customers. And then also the ability to hyper-focus brand messaging and then segment your audiences across the board so that you can properly customize or tailor your messaging to each audience.

So the basics of paid search includes your clicks, you’ve got your impressions, your cost, your conversions, and your keyword position when it comes to– This is specific to like AdWords or Bing ads center any time we’re bidding on keywords essentially. There’s performance metrics for each of those. And so the next level of what we call the “Click through rate” the CTR, your conversion rate, and then your cost per acquisition. Those three are the drivers behind the success of any campaign. So we’re looking at all of those on the frontend before data even go in on the Lead Liaison platform.

And then of course there’s quality score and if anybody has managed a pay-per-click campaign, they understand that quality score is a big contributor. It’s part of the Google algorithm on the paid search side to help you get the best cost-per-click essentially. So you can have a lower cost if you have a higher quality score and that’s all based on relevance.

Basic lever for paid search would be click through rate. We approach all of our engagements, all of the campaigns, we optimize and manage on by starting on the simplistic level and then we kind of boil down to getting a little bit more complex. But on the high level, it starts through click through rate. That’s just your ad copy and really what that means is how effective is your ad copy. And the levers there are updating your ad copy or updating the bids.

The levers for quality score, all of it more complex but essentially, it’s going to be your ad relevance. So you can actually get a higher quality score by bidding on less keywords or more specific keywords in an ad group and then making sure that that keyword shows up in the ad headline. Again, not rocket science but time and time again when we go to optimizing campaign, we see ad groups that maybe have too many keywords or they don’t have ads that are relevant. Even if we’re trying to push a quality score from a 5 to a 6 or 6 to a 7, we always just go back to the fundamentals here of looking at ad copy and adjust enough.

The conversion rate. Conversions obviously are what we’re all going for. So the levers for conversion rate are pretty simple. What’s the call-to-action, where’s the placement of the form, what does the form look like? Is it three steps? Is it ten steps? What’s the time of day that we’re advertising? So some clients, the sweet spot between 6:00 AM and 11:00 AM in the morning, we tend to see that in like the healthcare side of the healthcare industries. And it becomes really important to make sure our ads are only showing during those key times of day where there’s a higher conversion rate. It can drop as much as half if you get to like 1:00 PM in those cases and then it’s not as effective for your ad spend.

So your driving conversions but not every completion of that transaction stage of that funnel is a sale, all right? And so what we considered the conversion as somewhere in the middle to the bottom of that transaction stage of the funnel. But we definitely understand that not everybody is going to purchase. So let’s say your conversion rate on a purchase is 3%, that means 97% of your visitors came and they were interested but they left. So what happens to them?

We want to make sure that if it’s not a sale or a purchase, we’re still capturing the data from that conversion. And that brings us to the micro versus macro conversions. And this is where Lead Liaison becomes really important. For the micro conversion, that would be any email or newsletter sign up, a gated content download or request for more information, schedule an appointment. Something that’s a little bit softer than somebody putting in their credit card and basically transacting at that moment.

These are all points where putting people into a marketing funnel and tagging and organizing them correctly is going to be imperative to future sales. So you maybe didn’t get the sale today but you didn’t lose the folks that came to your site. You get a higher conversion rate here. So let’s say you’re capturing extra 10 of these people. That’s 10 potential prospects you could keep warm or lukewarm as you kind of market them through or bring them through or nurture them through your sales cycle.

Then there’s the macro conversion which is what we all want in the end. So you’re trying to nurture people that didn’t maybe make it to the macro conversion right away. You’re trying to get them to the stage if they didn’t already get there. So that’s going to be your purchase. A webinar sign up for example, a request for quote, an account sign up, or a free trial set up. It’s basically considered.  Macro conversions are cash money essentially. That’s when somebody did what you wanted them to do that helps you grow your top line revenue or your sales.

You’ve got all these conversions coming through even on the sales, the data needs to go somewhere. And that’s Lead Liaison. So in this case, we’re sending traffic from multiple marketing channel. So that’s going to be your paid channel, your organic channel, paid social. There’s a lot of different avenues for folks to get to a landing page or parts of your site these days that becomes really important that you got your data organized correctly.

After the click, data sent to Lead Liaison and Lead Liaison does a great job. We like it for connecting visitor back to what’s called, “Their current session” but that’s basically somebody’s been navigating through a website and the correct tracking them in place, you can actually see in Lead Liaison what page has somebody viewed prior to the transaction as or conversion as well as what maybe they came back to your site later. So future sessions are really important especially for those long sales cycles. You can see who maybe signed up for some information today, and then when they come back in the future which makes it really great for kind of prioritizing prospects for a sales team.

Organizing the data up-front, it’s almost just as important as driving that traffic in the first place. We recommend every single client that we worked with that we make sure everybody’s using it – Google Tag Manager. It’s super easy to use. It’s one code snippet and then through tag manager, you use your analytics and any other tracking. That’s how we use Lead Liaison as we embedded it into the tag manager tag. And that allows basically non-programmers on our end to non-developers to interact in that tags to website and get the tracking in place. It saves a lot of cost to our clients because we don’t have to incur dev time. We don’t have to get on a dev schedule and there is almost little to no testing that needs to happen once basic tags are added.

There is still some check and balances that need to be there. It’s not just code it and load it. Google got the process streamlined. We use a methodology for labeling or naming your campaigns. It needs to have multiple kind of data points and a campaign name for you to bring it back to the importance or the contribution that that campaign is making to your overall lead funnel.

We always put the campaign name, the funnel position. Was it top, mid, or bottom? Right? If you think of that ACT example. Awareness would be top consideration and mid and then bottom is going to be the transaction. So that’s how somebody found you essentially. So were they doing a branded search? Somebody is searching for a brand name of your client then the bottom is typically where that person comes in. But if they are searching for a non-branded term, just a generic keyword that then brings at prospect to your brand for the first time. That’s going to be the top. So we consider that awareness. These are very important when you’re labeling your campaigns so you can organize the data when you’re tagging and sending follow up emails and nurturing people through the full process.

Geo target and focus of the campaign are important as well. For different national campaigns, it’s a little bit easier but when you start advertising or having different messaging or different campaigns running in different cities, especially like the higher education realm, it becomes necessary that those are properly labeled as well so you can identify back where this person came from. Maybe you didn’t capture that data bit on the landing page, maybe when they filled out the form there wasn’t a dropdown for what state are you coming from or what city or something like that. You want to be able to easily go back in the future and send messages to these people based on a certain geo area. Your campaign name is a great way to do that. And there’s some other tools in Lead Liaison that let you do that as well. But on the front end, this is what we recommend.

The benefits that we get from marketing automation and connecting it back with paid search campaigns, we can nurture long and short sales cycle, we can keep prospects. Basically keep the brands of our client top mind for their– For leads, prospects, for whoever their target audience is that they’re trying to get in front of. Cross promote products and services that works great for kind of even after the transaction, even after somebody has bought something with the number of services or new product that’s available that either complements or matches what they purchased.

And then it greatly improves the sales team’s efficiency so when we talk with sales reps and folks in the past they’ve talked with a lot of prospects that were not ready to transact with them or they weren’t far enough for long. They need more information and they’re kind of repeating a lot of efforts. They’re sending them the same info all the time. There’s always processes that they’re doing which are completely automatable in a sales conducive way. There’s still that personal touch to those emails that can be accomplished.

And so building a list that evangelizes your new site content, that’s great for you if you’re doing a lot of new blog post. You could send out the list to your people every week of like, “Here’s kind of a run down or our weekly digest.” We do things like that for our own clients just to stay in front and we get such positive feedback about that. Because people are just excited to hear what’s going on at the end of the story.

Healthcare, higher education, events and conferences are some of just the easiest one to wrap our heads around when it comes to marketing automation. You can also use it in sports parallel marketing. Marketing automation fits to just about any B2B or B2C sales cycle even if it’s short, even if it’s long.

In healthcare, it’s  great way for announcing new location, new services, and new specialists. Higher education, it’s great to keep top of mind because folks tend to be researching multiple colleges or advanced degree programs when they’re looking online. And so keep it in front of your folks that have expressed interest without having to use a lot of the rep’s time for follow up, can be really key for kind of nurturing people through each year cycle in some cases.

And then announcing campus visits, we see that all the time. It’s really nice when a rep is going to be going to a certain area and they don’t want to mingle around campus or set up a booth. They can do that but we want to let people know that they’re going to be there and it’s a great way to kind of take it from just the click to actual human contact there.

And then at events and conferences, you could be very flexible. And one of our favorite features is being able to streamline cross-device messaging. Which is fancy words for saying and utilize push notifications and text messages as well as email. When you let and people know everything from upcoming speaking events to room changes or breakout sessions. Different things that kind of happen along the way.

[Chris Kipgen:] For Lead Liaison, one of the first important points are pay-per-click and visitor tracking. So really what happens once they click on that link, it comes back to your website or even just click on a link in general in the case of Google AdWords. We’re also going to talk about ways that we could start to nurture the people who are coming from these ad clicks. There’s a couple different ways to do it and there’s several different ideas that we have. And therefore, so a lot of you are really getting into that automation keys.

Whenever the visitor clicks on the link in your paid advertisement, it’s going to redirect into our site. In the case of Google AdWords, we’re fully integrated with AdWords. We have a tracking URL that you put in to AdWords and that basically marks that link clicked and lets our system know that, hey someone has clicked on this particular ad. When it takes you back to website, we’re actually going to place that tracking cookie in their browser.

The tracking cookie allows us to remember our visitor from one visit to another and in just a second, we’re going to see how we’re able to remember someone whether they visit a geo six months ago, six days ago, and from the time that they come to your site to the time that they finally convert. And hopefully, eventually, we’ll actually get a sale or a demo or something equivalent out of that.

As they keep going through the cookie, we’re going to track every engagement that they do on your website and we’re going to put that into a really convenient timeline. You’ll see in just a second. But when they first get to our website, there’s a couple of things that we get just right off the bat. So using your reverse IP address lookup, we can get detailed information about the prospects location. In many cases, if that IP address is connected to your company, then we can also tell you what company is searching your site. And that’s really valuable to one of those organizations where you’re still doing a lot of outside sales and outside prospecting. It may at least give you a good idea of which company to start targeting. We can also tell you the type of browser and the type of device, if you’re kind of curious. We have more mobile users, we have computer users. We can see all of that just from their visit.

In the case of paid searches, we also capture the keywords. And in fact, we can even capture keywords from some organics or just depending on their search settings.

In Lead Liaison’s visitor tracking page, we just make sure that we have the right audience here on. With my example, you can see my visitor record that was on the page a little bit earlier today. So the system remembers me. We have me marked just as an employee type. That’s the purple dot is. As I go through here the page, you can see that we’re tracking things like the original lead source that came in firms so paid search would be what you would see from an ad click when they come in. In this case, this is PPC from Google, the internet service provider. I can see things like the site search terms that are in here and again, the state and country.

We actually have quite a few other pieces of information that we can choose from as well. If we’re connected to your CRM, we could tell you if they’re CRM or not. Their city. We do actually have a link for LinkedIn so it’ll actually take that prospects based on their company, their name. You can go to LinkedIn. Try to figure out who they are.

So a lot of really cool information that’s in there. You can also look into a  general overview of that visitor record. So when a visitor first comes in, they’re going to look like this. This is an anonymous profile. So on the visitor tracking page, they’ll be listed as anonymous. That means that they clicked on the ad and made it to your website. They just haven’t done anything to identify who they are.

When it comes down to it, there’s no magic sauce. A reverse IP lookup isn’t going to tell us who they are. But this is where we’re going to come in and start helping you figure out who they are piece by piece. So this is the webpage. We’ll first look at our first visit. So we have things like the company, we have the original lead source that’s in the record, we know the general location of the prospect as well. A cool thing I can do is I might want to see what they’ve been doing on my website once they came in. So I can see the website visit and their timeline here and if I wanted, I could actually get a quick instant replay to actually see the steps that they took on my website.

So they started on homepage and then they moved through a couple of product pages and then finally, the Contact Us page. So I can get an idea how serious is this person, how long was he spending on each page. It’s a nice little feature that we have in there.  Where Lead Liaison comes in, is going to be getting this anonymous profile to what we call, “a known profile”. So as they continue to stay on the website, we’re going to continue to track these engagements. In this case, you can see the anonymous profile.

He saw a few dialogues while he’s on the website. So a dialogue is a model or a kind of the old-fashioned term for that is a pop up that may come. In this case, this one says, “Hey sign up for our marketing automation playbook.” And this other subscriber engagement is a newsletter sign up. So just little things as he is browsing, going from page to page. We’re trying to get his attention and pull him in. And very briefly we’re going to switch back to the presentation over here.

And this would show you the other ways that we’re able to capture prospect’s information. So we can do that through the form of a one-to-one email. We have a couple plug-ins for Google Mail as well as for Outlook. You could send that email to your prospects maybe a prospecting email asking for a meeting. It’s kind of a first touch sort of thing. We’ll know if they click on the link in that email or not and we can actually pull in their email address and associate a tracking cookie that way. We can associate the tracking cookie through mass email. Classic used case would be a web form. So all of your forms could be integrated to Lead Liaison.

Marketing content in videos, both of these things can have an email that we are going to talk about in just a second. And then we have our product we call, “Site engage”. They’re popping up throughout the visitor’s engagements on the website.

The main thing when it comes to pay-per-click and these conversions is you want to make sure that that ad is taking them somewhere they’re going to convert. So a lot of times, I’ll see an ad taking prospects to the homepage. You can do things like send them to a landing page that maybe has a video about what you’re all about. Videos seem to have a very high conversion rate. Maybe you would take them to a page that has your product that they can download.

But we can use these pieces of content to actually capture the visitor’s information. Email gate and downloadable content is directed straight from our website. So if you were to go to our website right now, and we don’t already know who you are and you’re trying to download one of our web papers, we’re going to ask you to enter your email address received. There’s a couple ways to do this. You can also do a soft gate where you’ll have the option to skip this step if they don’t want to give their email.

So it’ll all going to depend on your client-base and on your general market if you feel like you need the hard gate or the soft gate. But this is a great way to convert someone and to get more information. And you know because they’re downloading your brochure. They’re downloading white paper you know they have some interest in the top they just downloaded. Also, on the right, we have a video with an email view. We have an integration through our partner Wistia.

Videos tend to have an extremely high conversion rate on them. Especially if you put that gate about 15% of the way through the video. So if it’s a 10-minute long video, about a minute and a half of the way through, clip that email gate in there. You’ll tend to have a higher conversion rate. So you get some people that see the first part they’re interested. We can say things like, “Hey if you’re interested, give us your information so we can send you a little more.”

So if anyone goes to our website and wants to view our previous webinar, we would be asking for their email. And the cool thing about it is remember, we actually know who that prospect is. Thanks to the tracking cookie in your browser. So if we have already converted them in the past, if we already know their email address, we’re not going to ask them again. We’re not going to bother them by having them enter their email a million different ways on your website. Once we know them, we know them.

And what would eventually happen with this prospect, let’s say they were to continue on down the cycle. Is eventually we’ll be able to convert them. So here is a converted profile. With this profile, we’ve identified their email address, their one form of capture or another. We’ll be able to capture their name, maybe we’d get that through your form submission but a cool feature of Lead Liaison, is once we get their email address, we’re going to scan social media. And we’re going to try to find their social media accounts that match up to that name. That match up to their email rather. And if we don’t already know their name, we can pull their name from social media, we can pull their job title, and we can pull a lot of stuff from there.

At the timeline, you’re able to see the engagements that they’ve had on your website. Right down to if they watched a video, how much is the video they watched, which parts they rewatched. We can see when they click down links and emails, every visit that they’ve had, what content they’ve downloaded. So it’s a great way of keeping them together.

We also have qualified them for you. We do scoring actions. We can score them every time they come to the website. We can also put in grading list. So based on their job title, based from their location, how much of a fit are they for your company. We can give them a grade from there. That way, to see prospects with the highest score and a high grade, you know that these are going to be worth going after compared to some of the others.

It’s a very valuable tool but through all of it, we’re always going to remember that original lead source, the pay-per-clicks. So even once they convert, even once they give their email and something else, when it comes to our live reporting, when it comes to just finding out where your prospects are coming from, we’re always going to remember the first way they came to your website. In the case of an ad click, we’ll always have it as the pay-per-click. So it’s a great tool for anyone who’s going to be making new set of paid advertisements.

We can use automations in combination with ad clicks in a few different ways. We can send buy signal alerts to our prospect owners. If we have a sales team and inside sales team or even an outside sales team. We can let them know, “Hey, someone has clicked on your ad.” They’ll get the alert right away. They can also know if that come from peak clicks so maybe from a known prospect instead of just an anonymous prospects. We can start tagging those prospects through segmentation so later on you might want to divide and specialized marketing to the people you know clicked on paid ads versus the people who have not clicked them paid ads.

And of course once we know them, once we have people converted, we have things like email nurture campaigns. So this could be your standard campaign where we send the email, we wait a week, we send another email, we wait a week. It’s a classic email campaign. Our marketing automation platform is omni-channel marketing.

We’re not limited to just email, we’re not limited to things like web forms and other inbound marketing. We can actually do things like direct mail, we can do things with hand-written letters, we can even send out text messages.

We also have what we call, “Behavior-based automation.” So this is triggered by the prospect taking new action. And in this case, we can actually say we want this to trigger based on the prospect clicking on an ad campaign. And I can even specify which campaign. These are all pulled in from Google AdWords. So I might say we have a search from 2014, this is a dummy account. Let’s say it’s a search made 2014 ad campaign. If the prospect clicks on the link in this campaign, then I’m going to take the actions well defined on the next page. I can also go down and I can narrow down further. So if I want it to only target people to certain area with a certain job title, with a certain annual income from other company, we have literally hundreds of ways of breaking down their criteria.

And as I get into the automations, I can choose any of the actions like from here. So again, the standard campaign, I can send the email, I can wait. Let’s say in this case five hours. I can send another email but I can do things too like add conditions. So I could say if this first email, say 4th of July email, I could add a condition saying if they click on the link in that first email, I’m going to send an email one and if they didn’t click the link, I’m going to send them email two. Or if I learn something else about them maybe if there are one industry, I send them one email. If they are in the other industry, I’ll send them another.

But these conditions are basically if then statements where we can build different branches into the automation. And heck I can go so far as to say, “Hey, they haven’t responded to the last five emails we’ve sent them.” So instead of sending an email then, I’m going to send a hand-written letter. And the neat thing about the hand-written letter is we actually will write that letter for you and we have really good handwriting by the way. So it’s not something you have to worry about there. Again we could send you alert, we can upgrade.

A lot of possibilities here. The last major piece is ROI reporting on paid search. So this is where we can start helping you on the backend. So it’s great that we’re tracking them. It’s great there we’re sending nurture out to them. But what are you getting out of all this is what comes down to this. This is where revenue appeals.

We have reports specifically based on AdWords ad clicks. The clicks, these are imported directly from AdWords. They know how many people have clicked on that ad. The cost is also directly imported from Adwords. Again, the cost is looking a little different because I think we only turned it on for two when we did this test. We also get the CPC or cost-per-click from an AdWords.

From there, we can tell you how many people in the system are associated with this particular ads. So how many people had visited your website that had clicked on this ad before. And then prospects, this will be people with their known email address. These are people that actually converted and their original lead source was the ad campaign. And from there, we’re actually able to tell you the cost per prospect. So we can take the initial cost divide it by the prospects and there’s your cost per prospect.

A good example of this is when I was working with a client a couple of months ago and he saw that he has an ad campaign. He’d spent roughly $10,000 on over the course of eight months. Added those $10,000 he only had a handful of converted prospects so yeah but 6,000 people visit his website and that’s okay but only a few of them actually converted. His cost per prospect was something to the effect of $80 per prospect. And that was insane to him as it used to be.

Versus a couple down, there was another ad campaign where he had spent a similar amount on it but it had a much higher conversion rate. And this case, he was actually taking them to a different part of his website and his cost per prospect was a much more reasonable $5-$6. So obviously, he pulled one ad campaign and started other ad campaigns instead. It’s great information, its great insight for you.

If you’re using Salesforce.com or Microsoft dynamics, we also have very deep connectors with them into their CRMs. So we can take it a step further and we can also tell you how many opportunities are associated with prospects that would come in from these campaigns. We can tell you the cost per opportunity and the total value and then finally, we can tell you your revenue and your total ROI. So we’ll use the revenue as your cost– Or the revenue likely cost and that’s where you’ll get your ROI percentage from. And the idea here is you want to have a very high ROI. I think we can all agree that that’s the end rule marketing that’s going to get ROI on it.

And we can go a little further than this too. Not only can we look at the individual ads but we can also look at keywords. So in this case, I can see the keywords for the people who are looking– The people that I have my one opportunity with $17,000 here, they had searched for visitor tracking stuff were Egypt. So for whatever reason, I now know that I have people looking for visitor tracking software in Egypt. You know it. I’m getting opportunities out of them.

So maybe I’m going to expand my location in Egypt a little bit more. Maybe I can focus more ad revenue there. Create some personalized content for it. That in a nutshell, are a few of the things that Lead Liaison can do in combination with AdWords. So there’s a lot to it there. Hopefully you saw similarly neat ideas or new– Or come up with something you might want to try a little later on.

Q&A

Q: Is there a threshold for visitor tracking? So how many sessions can it record?

So for visitor tracking, we do not have a set threshold. So we don’t cut it off after a hundred visitors or anything to that effect. We have some clients where we’re tracking hundreds of visits per day and remember, we’re tracking every unique visitors. So even if we don’t know who they are already, if they’re just anonymous, we’re still going to be tracking that. So again, no major limit to it. There might be some stipulations in the license where we’ve agreed on a certain number of visitors per day but that would have been done beforehand when we were analyzing your website for the amount of traffic. So we customize it to your site but we’ll never cut it off, we’ll never stop tracking people, we’ll never say no if you have too many.

Q: In regards to prospect profile, can you manually add it? The score. I think there is this score up there I think the one that you showed was about a thousand. Can you change that based on your business?

Yes. So there’s a couple ways of changing the scores. So first off, you can change the baseline scoring. When I say baseline scoring, I’m talking about each individual engagement that we have in there. So as for example, website visit would be a 10 points normally for your organization, you make it a ton of visits. You might want to lower that to 5 points from the baseline tracking just as one example.

You can change it for a particular prospect just like going in their profile and actually changing the score. And then you can also come up with custom scoring list. You might have a combination of engagements instead of just one engagement that you think has a closer buying signal and you’re able to do that for sure.

Q: Do you track multiple score touchpoints?

Multiple source touchpoint. So we will attribute the original lead source to whatever the first ones they come in on because we feel it’s very important. So let’s say they start with your website by clicking on an advertisement. Even if six months later they convert from watching your video, they’ve have a million different sort of visits, we know that it’s still very important to say, “Hey, this first one is how they’ve heard about you.” But we do track all of their different touchpoints. We do have other reporting or a live report so you can see how your different campaigns and different pieces of content have been effective.

Q: Is visitor tracking IP or cookie related?

It can be either. Normally, it’s going to be through a tracking cookie in the browser. And that’s going to be by far the most accurate way to make sure that it’s the same visitor coming through. We do realize in some locations, we have a lot of European clients. We do realize that cookies are a little bit stricter over there so we do have the option of doing IP tracking only. Which will use a combination of the IP address and browser session information to making connection with the prospect.

Q: With people using a private page on a web browser, are they being tracked as well?

Yes they are. Because there’s no cookies on a private page like for an incognito mode in Google Chrome for instance. Since that is a cookie-free sort of browser, when they come in, they would pop up as a new anonymous profile. However, if they did a conversion action like they put their email address in or anything else, we would then know that that session belongs to that prospect and we will put it into the appropriate profile.

Q: So you mentioned the ability to send text messages. Is that in the automation tab of Lead Liaison?

The text messages are done via a web hook with Twilio. So it’s actually going to be under settings app set up and web hooks you created there. The prerequisite for that is you would have to have your Twilio account and get the web hook information from them. If you would like to set that up or would like more information, you can send an email to support@Lead Liaison.com. They would be more than happy to give you the documentations and detailed instructions.

And then once you get that set up, then you can all as part of the automation. So it would be in the automation area once you’ve completed the set up. Once the web hook is set up, then in the automation there is a seen web hook action. So just like you saw over the emails you just drag over the web hook action and that would tell our system to send the text message over the Twilio and that would send the text out. And the cool thing is, those text do support data merge fields just like emails do so it can be personalized down to the individual person’s name, company, and such.

Q: Can Lead Liaison be used in place of email marketing platform?

Yes. That’s actually a major part of our platform. It’s built into it so when you set up with us through marketing automation, we set you up and records just like you would with a platform such as Woodpecker. We do email templates, we’re able to handle the bulk sending. Some of our larger clients were looking at sending out hundreds of thousands of emails per month. So we’re able to handle that with no problem.

The neat thing about using us for your email marketing is then all of those emails are tracked within Lead Liaison. So the emails opened are tracked, if they clicked on the link on the email, that’s tracked, it’s scored. So it’s really neat, it is for full email marketing platform but it’s combined with marketing automation into one seamless experience.

Q: Who is your target customer for Lead Liaison? For example, what is the typical ad spending out organization size of client who then purchase Lead Liaison?

I would say we take all. That’s going to be a really general question. So I think any customer is a target customer for Lead Liaison. I see ways that we can help businesses of all sizes. We currently and manage a lot of the client relation side of Lead Liaison and we’ve got clients from very small companies to very very large companies. And implementation is about the same across the board and I see help going in all different direction. So I would say there’s really not a target. So they’ve signed on with Lead Liaison, I can tell you from the accounts that I’ve worked with, the accounts that I’ve managed, I think my smallest account, they have something to the effect of like 500 prospects or even that. And they’re sending emails out of it and then I have other accounts where again, we’re talking about sending hundreds of thousands of pieces of content out on a monthly basis.

We have one just yesterday, I was helping them out with something that, email as going out to 75,000 prospects of one. So we really do have everyone from like small small businesses where there is like four or five people in an office all the way up to enterprise level. Where we have huge number of employees so we can support really just about anything there. Of course we do different marketing efforts for those different kinds. But that’s the great thing about marketing automation is it’s no extra work for us. We just put the content in and the system is able to sort it from there.

 

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