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The Lead Analyzer: Get Your Leads In Order

The Lead Analyzer: Get Your Leads In Order

In the sales world, you have a lot to keep track of: new leads, existing leads, who needs follow-up, who still needs a touch, contracts sent, contract returned, and so much more! With multiple prospects and stages to track simultaneously, sales professionals need convenient ways to stay organized. This is why Lead Liaison has developed the new Lead Analyzer!

The primary function of the Lead Analyzer is to sort leads and keep track of sales stages from the point of lead assignment to deal closed.

Say you’ve just returned from a trade show. All of your leads are sent to the lead analyzer where they can start the journey through your sales funnel. The Lead Analyzer places leads in customizable stages. Leads travel from stage to stage based on what the sales professional deems most appropriate for follow-up.

For instance, after a recent trade show, we set these stages: Captured, Assigned, Outreach, Demo Booked, Demo Complete and Done. As we worked through qualified leads by priority (Urgent, Hot, Warm, Cold), we were able to move prospects visually through the sales funnel from stage to stage until either a demo was complete, or they completed all of the sales stages.

This alleviated the need for our sales team to keep track of leads on a spreadsheet, or a piece of paper! Using the Lead Analyzer, we are also able to understand what stage every lead is in at a glance, and we can quickly reassign prospects to the next stage with a simple drag and drop. From the lead analyzer, we can quickly view or play audio notes, and take actions such as:

  • Adding a note or task reminder to the prospect record in our CRM.
  • Adding prospects to automated workflows such as nurtures and rhythms or cadences.
  • Adding prospects to segments and lists.
  • Creating deals and tasks related to the lead.
  • Sending letters, emails and postcards to the prospect.

 

Another interesting use case for Lead Liaison’s Lead Analyzer is to help me manage leads that haven’t come from a specific event (the best practice is to keep event leads separate so you can track ROI on each show).

I have different stages defined: First Outreach, Second Outreach, Demo Booked, First Follow-Up Post Demo, Second a Follow-Up Post Demo, Order Form Sent, and Order Form Received.

This helps me keep my leads straight, and I can instantly see who needs an additional touch to get a demo booked, when I need to follow up post-demo, and it helps me keep track of those order forms I have sent out for a signature.

Lead Analyzer is part of Lead Liaison’s Sales Enablement platform, which includes a free CRM called OneFocus. If you’d like more information about these topics, please Contact Us.

I’m sure once you experience the Lead Analyzer, you’ll figure out the best stages for your sales team. But overall, it’s going to make keeping track of where the leads are in the sales funnel much easier.

5 Gamification Companies You Need To Know About

As an event professional, you should be well aware of event engagement opportunities that drive additional booth traffic and help broker new conversations at events. A number of interesting gamification companies have emerged in the marketplace, providing event activations and gamification solutions. The following is a list of engagement platforms and a short review of benefits we found useful:

1. Captello

A 1-2-3 punch for event professionals, Captello offers Gamification (in the form of customizable activations with integrated lead capture forms), Prize fulfillment (a comprehensive self-fulfilling Rewards Center with an international e-Gift Card library and unique shopping experience), and a Premium Lead Capture app solution that launches on any smartphone or tablet.

Captello’s gamification arcade includes over 55 activations including games that educate and entertain; all of which can be branded and edited by end users in minutes with a simple browser based Activation Builder. Games launch on any connected device including smart phones, TVs and monitors, web pages, virtual event platforms, by hyperlink, embeddable iframe, or QR code scan. Unique to this platform are the rewards center, customizable leaderboards, treasure hunt, and self guided tour capabilities. These super flexible activations drive engagement, reinforce messaging, and broker conversations while capturing important lead data.

https://www.captello.com

2. Spinify

Spinify works by gamifying the sales process and providing incentives to sales teams for reaching and exceeding goals. Spinify leader boards launch on any TV or monitor providing real time visibility to team member positioning.

This platform encourages sales team members to work harder to achieve goals, and allows the employer to reward team members with prizes. Rather than a game or rewards platform, Spinify focuses on awarding points, badges and levels as a way of encouraging competition around company goals. In the event environment, using Spinify serves to create friendly competition among your exhibiting team members encouraging them to engage more and drive deeper conversations.

https://www.spinify.com

3. Drimify

Drimify offers a collection of digital games that can be customized with company branding and launched virtually anywhere: on tv’s and monitors, websites, via URL and by QR code scanning. A collection of 20 games includes quizzes, polls, tests, instant win games like spin the wheel and slot machine, and entertaining games like Pac Man, Memory Cards and Word Search all work to create memorable experiences for event attendees and corporate teams. Pricing is straightforward, however features like leaderboards, access to VIP support, duplicating games and some customization features all come at an additional cost that must be negotiated under their Premium Plan.

https://drimify.com/

4. LumoPlay

LumoPlay incorporates a combination of required hardware elements and apps to create interactive touch screen experiences from any display. A fun way to build engagement, LumoPlay has been used to increase interaction with museum exhibits, playground areas, public exhibits, and more. Users select from a suite of 18 licensable apps to create environments that can be manipulated by human touch, footsteps, objects like balls and bats, hand motions and more. Event exhibits can be made immersive with LumoPlay, however app selection seems to be limited to games that entertain with little to no educational value, and setup requires a hardware kit, which represents significant effort to set up – especially in the case of portable / temporary booth environments.

https://lumoplay.com/

5. Mentimeter

Developed to engage audiences in sessions, workshops and presentations, Mentimeter provides solutions that help presenters deliver messages that demand audience participation and increase interaction and memorability.

Using Mentimeter’s library of pre-designed templates, presenters can edit, customize and create presentations with engaging elements including live audience polls and surveys, live feedback, entertaining quizzes, and word clouds that help to visualize the audience’s ideas on-screen. Mentimeter templates and interactive elements are simple and help presenters to deliver information in engaging and memorable ways.

https://mentimeter.com/

5 Lead Capture Apps You Need To Know About

Lead Capture Applications* Updated on January 13, 2020

As a business owner you should be well aware about leads and how to generate them as well. Such knowledge comes with selecting the most suitable applications to serve this purpose. The following is a list of apps that you can make use of when capturing leads.

1. Captello

With Captello, you can easily capture leads with any device and record voice notes about your conversation on the fly (notes quickly get transcribed for you while you focus on building connections), then communicate seamlessly and automatically with handwritten letters and postcards, text messages and emails, all before you leave the exhibit floor.

Workflow automation and tools like customizable forms and branding make Captello a game changer in the lead capture software market and help exhibitors become first movers on warm leads, which makes all the difference!

Captello also includes powerful new gamifications called Activations, which help attract new booth traffic and engage visitors in new and captivating ways, all while capturing quality leads!

2. On Spot Social

This is a great iPad app that captures leads in the field. It is also very suitable for individuals who are not tech-savvy as a result of its interface which is very user friendly. On Spot Social also works whether you are online or offline. Therefore, you can still attend an event as you capture your leads then upload them to your database as soon as you go online.

3. GoCapture!™

Lead Liaison’s GoCapture!™ is a fully integrated event lead capture solution for B2B companies. What makes GoCapture!™ different can be summed up in two words: unlimited and comprehensive. GoCapture!™ offers unlimited front end users with unlimited devices, unlimited back end users, and unlimited forms. It’s completely customizable, so you can tailor it to fit your specific business needs. And, it is backed by a powerful back-end system, providing a fully-integrated end-to-end solution with all leading CRM and marketing automation platforms.

4. Validar Universal Lead Capture

This app can be personalized to be used at whichever event you attend and works with various hardware such as magnetic stripes, barcodes among others. According to the questions answered by leads, this app can assign scores to your leads. It is a very simple application whose major strength is its customization properties. Another fascinating aspect about it is that it alerts you when the perfectly lead is in the vicinity.

5. QuickTapSurvey

QuickTapSurvey is another application that allows you to capture leads without necessarily being online. It can be utilized as a kiosk and is also very easy to set up.

The app allows you to:

  • Customize your design by choosing from a variety of templates, themes, logos and background pictures
  • Capture unlimited leads with full contact details
  • Capture leads using a customized contest entry or prize giveaway splash screen
  • Encrypt data and keep it safely on your iPad or Android tablets
  • Use more than 15 qualification questions to qualify your leads
  • Use integrations or API to send lead data to your CRM

Those are just some of the lead capture apps you can opt to use when you attend an event. Before you settle for one, make sure that the app satisfies all your needs and works in line with your business objectives.

5 Creative Ways to Generate Leads You’ve Probably Never Tried Before

When your company needs to generate leads, your goals should be to find creative methods that allow you to communicate and network better with other businesses as well as untapped customers and, simultaneously, establish yourself and your company as an authority figure. You need to cut through the noise and get in front of people. When you show up, you need to be remarkable so that people see you as an expert and want to work with you. Here is a look at five ways to generate leads by getting in front of your prospects, where they are. 

1. Slack Channels

Slack channels are tight-knit communities and, typically, you need an invitation to join them. However, once you get access to a channel, you can begin one-to-one communication with channel members or send broadcast messages to everyone. Slack channels are usually active, so you’re able to get in front of people passionate about a specific topic. By joining Slack channels, you can grow your brand within that community, and then help the other people in exchange. By helping others consistently, you can grow your status and authority within the group. Remember to bring value always and don’t spam.

2. Guest Blogging

Guest blogging is an effective way to improve your company’s reach. Websites require content to attract new visitors and nurture their existing audience. When you provide blog posts for other sites, you gain exposure, and they benefit as well because they get to publish great content. Guest blogging positions you as an authority figure because a website is endorsing your work by publishing it. Guest blogging also helps you build backlinks, enhance your search placement and drive relevant traffic to your site.

3. Answering Quora Questions

Quora is a wonderful way for you to answer important questions relevant to your industry and build your credibility. Make no mistake that answering Quora questions has a similar effect to that of guest blogging. Quora is an adult version of Yahoo Answers where people are actively asking for help and looking for specific answers. At the time of this writing, the website recently reached 100 million monthly unique visitors. Quora allows people to answer questions and establish themselves as an authority figure.

Answer questions that come from members of your community and industry. Doing so will help you target users who fit the profile of your ideal customer. When you use this website, you can create a company profile and then answer the questions that are related not just to your company but your industry as well. You can handle reputation management by searching for questions that people are asking related to whatever service or products you provide and then answer those questions. You can even set it up so that each member of your team creates a unique profile and team members can answer questions in conjunction with one another based on different levels of expertise.

4. Syndicate Your Content

Syndicating your content gets more mileage out of a regular blog. There are so many online platforms that have many visitors, and they often need quality content. Blogs, community websites, social media sites, forums and question-and-answer sites are an ideal solution. Syndicating content is a terrific way to enhance your lead generation because it amplifies the reach of your content, allowing you to tap into an audience you might not have otherwise been able to access. All of this optimizes your returns and puts your content in front of a demographic with a high potential for sales.

You aren’t just restricted to publishing your content to your immediate audience of current customers. When you put effort into making high-quality content, you should be rewarded by expanding your reach, so prospects get to see what it is you offer. Sharing your content through syndication also improves search engine ranking with enhanced credibility and relevant backlinks. This puts you in a place of authority as a leader in your industry, which generates more traffic and potentially more qualified leads.

With content syndication, you can collaborate with another company to co-market your promotional efforts where you both promote a single piece of content. You can also swap content with another brand where you both agree to promote one another’s content on your respective social media channels.

5. Public Speaking

Public speaking is a superb way to gain a captive audience. In today’s world, as things become increasingly more internet-based, people are trusting the face-to-face selling method much more. Known as the podium effect, being a public speaker will position you as an expert in the industry, which is what each of these methods helps to do. Focus when you start at small, intimate events. This will help you figure out what your audience wants to hear and help you fine-tune your selling methods. The right strategy is important in setting your business up. You can begin at small events with just 10 people at a time put on personal company events where you make an offer at the end for your attendees. When you start out, you want to create your own events so you can craft your signature talk and gain experience with your audience. Libraries or community centers make ideal places for these local events. You can book area venues and market it to local residents. Once you become more comfortable with it, you can host bigger events. Just remember that, at the end of each public speaking event, you need to give your attendees something like a free consultation or the opportunity to try a product for free. Give them an offer they can’t refuse. On the topic of syndication, if you know other people are having events, and they are looking for speakers like at expositions, conferences or trade shows, offer yourself as a speaker. Even if it’s just a few minutes, this could be a low-cost opportunity with a lot of return.

Overall, the purpose for each of these five creative methods is to allow you a way to generate leads by establishing yourself as an authority figure. You want to expand your reach and make sure that people see you as a leader in your industry — someone they can trust to whom they can turn for answers.

To learn how to properly manage those leads, once you have them, contact us here.

Bio

Morgan Williams is a Sales Professional and B2B Lead Gen Consultant based in Chicago, IL  For a case study on how to use automated cold email marketing to spend $166.70 and make $3,435.30 in profit (2,061% ROI – email templates included), head over to his blog.

interactive lead generation

7 Interactive Lead Generation Ideas to Try at Your Next Trade Show

Let’s face it: generating leads at trade shows isn’t as easy as it once was. Vibrant booth displays and creative signage may catch the eye of trade show attendees, but this alone won’t result in new leads for your business. We’ve rounded up a few interactive lead generation ideas that you can use to maximize the success of your next trade show.

To draw in high-quality attendees and get their information, you need to make sure they are engaged with your booth. One of the trendiest ways to boost engagement at your trade show booth is to create interactive experiences for your visitors.

Interactive experiences are highly effective for lead generation because they allow visitors to learn about your product or brand in an engaging way. And if you’re thinking that this will no doubt be expensive to execute, don’t worry — interactive lead generation exercises can be created on any size budget.  

Interactive Lead Generation Idea #1

Host a Fun Trivia Game

Make learning about your industry more engaging with a fun trivia game. Half the fun of trivia is winning, so you’ll want to have some cool prizes and giveaways. Although everyone should leave your booth feeling like a winner, be sure to reward the actual winners with something of higher value than what you give everyone else.

Interactive Lead Generation Idea #2

Use Digital Games to Draw Visitors

If you’re marketing to millennials and the generations after them, digital games are a wise investment. Digital games provide a fun experience for attendees and can help you drive qualified leads — if you use them correctly.

Before visitors play your games, collect their contact information with some sort of lead capture app. Many exhibitors neglect the importance of this step and wind up with everyone playing their games for nothing in return. Be sure to have an event lead management plan in place, so that once you capture your leads you’ll actually be able to do something with them (at least send a “Thank you for stopping by!” text/email). 

Interactive Lead Generation Idea #3

Let Visitors Spin a Wheel

As cool as technology can be, who doesn’t love a good spinning wheel? These flashy, colorful wheels may not be original, but they are extremely effective at grabbing the attention of passersby.

If you use a spin wheel at your next event, be sure to have quality prizes. Cool tech giveaways are always a winner with audiences, they fit into any promotional budget and they’re guaranteed to be held onto long after the event is over.

Interactive Lead Generation Idea #4

Use Virtual and Augmented Reality

Virtual reality (VR) and augmented reality (AR) may not be new, but both technologies are novel enough that they are guaranteed to captivate your audience and drive traffic to your booth. In fact, don’t be surprised if people form a line!

Best of all, VR and AR are surprisingly cost-effective lead generation strategies. It can take some technical know-how to get them up and going, but virtual reality headsets with your logo on them are extremely appealing.  

Visitors will be so eager to try your AR and VR that getting their information will be easy. Ask them for it during the setup process.

Interactive Lead Generation Idea #5

Let Attendees Test Your Product

Allowing visitors to test your product is both a fun experience for them and an effective way to turn a casual visitor into a potential customer. By removing some of the anxiety from the purchasing process, you’re already one step closer to converting your lead.

Interactive Lead Generation Idea #6

Set Up a Branded Photo Booth

Renting a photo booth for your trade show is far easier now than it was just a few years ago. Today, branded photo booths are sleeker and easier to set up than their bulky forebears.

Best of all, they can benefit your brand in so many ways. Not only can they increase engagement, but modern photo booths can easily be customized to promote your brand’s message and collect consumer data.

To capture visitor information, simply give visitors the option of entering their email to receive their photo digitally. Then they can share their photo on social media and provide your brand with even more exposure.

Interactive Lead Generation Idea #7

Display Touch Screens with Interactive Content

Touch screen displays are now a common sight on the trade show floor. But today, the content we use in these displays is far more engaging. Interactive content such as quizzes, games, product demonstrations, digital product catalogs and videos can spark engagement among visitors and easily double as a lead generation tool.  

In addition to being a great lead capturing tool, interactive content is a great conversation starter. Everyone will want to share their quiz results or the score they received on one of your games.

Conclusion

After spending months planning and budgeting for your trade show, you no doubt want something to show for all your hard work. Offering interactive experiences to your booth visitors will give you the edge you need over the competition and drive qualified leads for your business.

And, if you’re looking for an event lead management solution be sure to check out Lead Liaison’s GoCapture! app (which includes an onsite lead capture app AND “back office” capabilities to make it easier to take action ASAP!). 

 

Author’s Bio: Kelsey Stage is the VP of Business Development at PROMOrx. She enjoys sharing marketing and branding tips through blogging and local meet-ups. Outside the office, you can find her at the yoga studio and playing with her dog, Luna.

How to Start Generating Leads for Your B2B Company

pexels-photo-67112

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

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

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

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

Why Generate Your Own Leads?

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

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

The Lead Generating Website

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

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

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

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

Guest Post Bio:

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

The Most Important Email Marketing Elements For 2016 (Infographic)

This article was posted as a Guest Blog Post by our affiliates at OnBlastBlog.com 

Let’s get one thing straight: email marketing is not dead, nor is it dying. It is still one of the most effective means of generating leads and conversions for a business. The old ways may have died, but there are new elements rising into the spotlight that change how we look at our email campaigns.

Today I’ll share several of the email marketing elements you should be using in 2016, followed by an infographic filled with the latest strategies that you can implement into your next campaign.

Today’s Top Email Marketing Trends and Strategies (Infographic)

You should start by avoiding the most common email marketing mistakes. Now, let’s look at some of the most important elements in any modern strategy:

  • Marketing automation such as drip campaigns and triggered message series are becoming more important to manage and nurture leads.
  • Segmenting your email lists based on a variety of factors (such as whether they’ve purchased or not) will ensure that your emails are personalized and relevant to each category.
  • Provide timely and relevant communication that addresses their needs.
  • Offer exclusive content they can’t get any other way.

Email marketing is a powerful tool in the right hands. Check out the infographic below for a closer look at today’s top strategies and let us know how it helps you in the comments!How to Send out Emails Like a Professional

Giving Salespeople a Lead Generation Tool with Visitor Tracking

Giving Salespeople a Lead Generation Tool with Visitor TrackingEvery Salesperson Needs a Good Set of Lead Generation Tools

When it comes to surviving in the world of B2B and B2C sales today, your business needs every lead generation tool available. Regardless of whether you actually sell services and/or goods online or have a brick and mortar business and are trying to attract more customers, you still need tools in place for generating leads. Visitor tracking is an incredibly effective tool for doing just that.

The reality is that you probably have more people who are primed to be excellent leads visiting your website than you know. Unfortunately, when you do not know about those leads, you cannot take action. Visitor tracking is designed to help you identify every possible lead and provide that relevant information to your salespeople, so you can ensure that there is never an opportunity lost.

What Exactly Is Visitor Tracking?

Visitor tracking works to provide your salespeople with the ability to monitor visitors to your website by name, company, and/or location. With this information, your salespeople will be better able to identify prospective clients as well as their needs. As the world of business becomes increasingly competitive, visitor tracking is beginning to form the crux of all online marketing efforts.

If your business has a sales team in place, you need visitor tracking. Most companies provide a number of tools to help their sales teams succeed, and marketing automation is an effective tool. Visitor tracking is another lead generation tool designed to aid your sales team in approaching potential customers intelligently and at the right time. When handled correctly, visitor tracking can help your sales team work more efficiently and effectively.

Visitor tracking can be particularly beneficial if your sales team travels to networking events, conventions, or tradeshows. Rather than having your team waste significant resources following up via phone with contacts, you can instead take advantage of visitor tracking to ensure that you make contact with prospects when they are ready.

As digital marketing efforts continue to evolve, it becomes incumbent upon businesses in every sector to make the most of every available opportunity. Visitor tracking can help your sales team stay competitive. Get out there and grab a great lead generation tool for your company!

Building Referral Programs using Marketing Automation

Building a Referral Program using Marketing AutomationThe dynamics of buying and selling are complex. Buyers have a hard time making a purchase if they don’t have much to go off of. For example, no reviews to look at, no other customers to talk to. Sellers have it just as rough too. Closing deals is not easy, especially if you’re starting a relationship from scratch. It’s much harder to convince prospective buyers to make a purchase if they’ve never heard of your company or solution before.

As a buyer myself, I think about the recent experience we’re going through with a house renovation. We’ve got a three car garage and the third by in our garage is about to be converted to a mother-in-law suite. We thought that would be better than the attic ;-). I couldn’t tackle the project by myself, so we needed a general contractor to do the job. We contacted five general contractors. We found all five off of the Good Contractors List, on our own, with no references. Unfortunately, we didn’t know anybody that recently used a general contractor or went through a similar renovation project. If we did, and someone said – hey, try these guys out, they were great and we had a wonderful experience, you bet your bottom dollar they’d be our first call. Doing all the outreach and going through the process with these five contractors is painful and time consuming. When it comes down to it, people get lazy about all that research and most people will take the short route, which is the referral from someone else.

Building referral programs for your business using marketing automation is easy. It’s something every company should do, especially since:

  1. People are 4 times more likely to buy when referred by a friend – Nielsen
  2. 65% of new business comes from referrals – New York Times
  3. The LifeTime Value of a new referral customer is 16% higher – Wharton School of Business

You can see why it makes a lot of business sense to set up a good referral system. Here’s a four step plan to take to build your referral program with marketing automation:

1) Engage Customers

Engage customers through email and/or direct mail campaigns created and delivered with your marketing automation system. Your marketing automation system should have an easy way for you to segment your database to target customers only. This is one way to go back into your database and get a touch point out to existing customers. For new customers, set up a trigger-based automation to have your marketing automation system detect new customers, then fire off the email or direct mail message asking them for referrals. You might want to consider timing your referral request for about 3 to 6 months after they’ve become a customer.

2) Provide a Landing Page

When your referral request goes out you’ll want to send your customer to your purpose-built landing page. Once the landing page is submitted by your customer, you’ll be able to track who is making the referral using this landing page and form built with your marketing automation system. Moreover, when the form is submitted you’ll send an introductory email created with your marketing automation system to the person being referred introducing your company.

3) Trigger Incentives

The web form submission serves as the “trigger” for other actions. When the trigger happens an email or postcard is automatically sent to the referral with a concise and beneficial call to action: “try us”, “free trial”, or gift card. Your marketing automation system can match the appropriate incentive with the referral’s demographics (role, job title, etc.) if needed, setting the table for more precise and relevant communication. Tracking kicks in and the referral’s interaction with your company is monitored. Based on engagement, provide the new prospect with the appropriate level of nurturing.

4) Nurture

Using automation, nurture people that were referred but did not respond so that your business remains top of mind when service is needed. Nurturing is a great way to automate touch points and systemize the referral process.

We hope you enjoyed this guide on building referral programs using marketing automation.

Download this free brochure on Building a Referral Program using Lead Liaison and stick it up on your wall! It will help you stay on track with setting up your referral program.

 

How To Use Marketing Automation Software To Generate Leads

How To Use Marketing Automation Software To Generate LeadsLooking for software to generate leads? At its very core, marketing automation is software that works to combine the strengths of your marketing department with the strengths of your sales department. It is a system that reduces static between the two departments and streamlines every tool that each department has so they can reach the customer or prospect at the right time. This process starts at the very beginning, and this article will show you how to use marketing automation software to generate leads – but generate better leads.

Data Collection

One of the first ways that marketing automation software generates leads is simply by recording all the information a potential lead provides from places such as advertisements, your webpage, or even email click-throughs. All of this data is aggregated within the software, and is then assigned a lead score based on the lead profile that the software is able to interpret from the leads various activity. This helps you determine which leads are ready to be approached and – sometimes even more importantly – when they are not. This makes sure that an overly enthusiastic member of your sales team won’t scare them away, keeping a potential lead from ever making a purchase from your business.

Lead Nurturing

However, like I said earlier, marketing automation software doesn’t just give you more leads – it gives you better leads. Let’s say you have a lead that is quite clearly not going to be converted any time soon. Do you simply walk away? Not with marketing automation software. With marketing automation, you place all of your less interested leads in low impact, noninvasive lead nurturing programs that will send helpful and friendly content that will help remind the lead that not only do you exist, but you can help them solve their problems, whether they have given you any money or not.

While cold emails may seem risky, TechnologyAdvise.com has published statistics that indicate 60% of consumers read marketing emails, and any responses you get to your emails will feed directly back into your marketing automation software lead profiling technology.

Personalization

Another important way to use marketing automation software to generate more leads is by taking advantage of the personalization and automation tools  built into the software. These tools are as varied as they are intriguing. For example, you can use social media automation tools to schedule social media posts around important dates or events, such as a trade show, in your industry. This can help make your business an active participant of the social media community surrounding the event and reach a wider audience.

Another great personalization tool you can use to help generate more leads is by using your software automation to perform active advertisement testing. By sending one set of advertising materials to one group and another to a different set, you can see what material performs the best, and how different demographics respond to it. You may discover a market for your product that you didn’t even know existed – along with an entirely new set of leads.

These are just some of the ways you can use marketing automation software to generate leads. Visit Lead Liaison’s marketing automation resource blog online to learn more about how you can improve you marketing automation strategies.