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Marketing Automation Software Provider Increases Opportunities for B2C Companies and Educational Institutions with Enhancements to its App on the Salesforce AppExchange, the World’s Leading Enterprise Marketplace

Lead Liaison announced support for Salesforce Person Accounts as part of its growing offering of integrated sales and marketing solutions.

AppExchange PartnerLead Liaison, a leader in sales and marketing automation software to the mid-market, announced an enhancement to its integration with Salesforce, now available on the Salesforce AppExchange, providing more opportunities for B2C companies and educational institutions to use automation to connect in entirely new ways. The enhancement deepens Lead Liaison’s offering around third-party CRM systems, which includes integrations with Salesforce, Base, Zoho CRM, Pipedrive, ConnectWise, and Insightly.

The new enhancements extend Lead Liaison’s capabilities for use with Salesforce even further, adding support for Salesforce Person Accounts. With this new feature, Lead Liaison broadens its appeal to business-to-consumer (B2C) companies and educational institutions looking to use advanced marketing automation.

All of Lead Liaison’s functionality works with Person Accounts, including lead qualification, lead distribution, automation, tracking, content creation, and more. All Person Accounts (people) sync bi-directionally with Lead Liaison on a frequent basis. Marketers can use Person Accounts and their associated demographics/online activities as criteria to drive targeting, retargeting and segmenting in Lead Liaison’s marketing automation platform. With these enhancements, in addition to the recent announcement of handwritten letters as an offline marketing solution, customers can get more value out of the records they store in their CRM system when combined with advanced marketing methods. With access to data about person accounts, companies can do a much better job of tailoring and personalizing marketing to deliver a unique experience to each prospect, ultimately resulting in stronger relationships.

“Companies are looking to transform the way they connect with customers, partners and employees to thrive in the age of the customer,” said Todd Surdey, SVP, ISV Sales, Salesforce. “With this new feature in its app built on the Salesforce App Cloud, Lead Liaison provides customers with an exciting new way to use advanced marketing automation.”

The integration is generally available to customers with an active subscription to Lead Liaison’s Lead Management Automation (LMA)™. Lead Liaison’s Connector is available on the AppExchange by searching for “lead liaison.” To learn more about Salesforce Person Accounts visit Salesforce Community resources here.

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).

About Salesforce AppExchange
Salesforce AppExchange is the world’s leading enterprise apps marketplace that empowers companies to sell, service, market and engage in entirely new ways. With 3,000 partner apps and more than 3.5 million customer installs, it is the most comprehensive source of cloud, mobile, social, IoT and data science technologies for businesses.

Salesforce, AppExchange and others are among the trademarks of salesforce.com, inc.

Marketing Automation for Salesforce.com’s Group Edition

Marketing Automation with Group EditionThere aren’t many providers that offer marketing automation for Salesforce.com’s Group Edition. Lead Liaison has had this capability since 2011. We’ve filled the gap for a number of companies using Salesforce.com’s Group Edition that don’t have anywhere to turn for an easy way to attract, convert and close more business using automation. Case in point, even Salesforce.com’s own marketing automation application doesn’t even support the Group Edition.

Lead Liaison’s full suite of marketing automation services are available for use with Salesforce.com’s Group Edition. You can see some of the sales and marketing automation services here. The integration is ideal for small businesses just getting rolling with a CRM. They get to use a best-in-breed CRM with a best-in-breed marketing automation platform at cost-effective prices. We understand small business and have crafted  a business model specifically designed for smaller companies. Basically, for a dime per contact you can nurture, qualify and better market to your audience.

Want a demo of Lead Liaison’s integration with Salesforce.com’s Group Edition?

 

Lead Liaison Provides Tighter SFDC Integration in its Latest Release

Allen, TX (PRWEB) September 16, 2013 – Lead Liaison improved the integration between its flagship Lead Management Automation™ (LMA) platform and Salesforce.com’s (SFDC) CRM in a product upgrade release on September 15. The LMA has been long recognized as a tightly integrated complement to the popular contact management application but Lead Liaison has actively expanded the LMA’s integration and capability set to seamlessly synchronize records between the two applications. The recent upgrade supports Group Edition as well as the Professional, Enterprise, Unlimited and Develop Editions of SFDC while improving lead management between the marketing automation and CRM platforms in four key areas:

1) Advanced support for SFDC Campaigns. LMA users are able to identify leads and contacts in a SFDC Campaign in the lead management interface. Records can be added or removed and a lead’s status in a Campaign can be updated without transitioning to the SFDC platform.

2) Support for SFDC Queues. Records can be distributed using the LMA’s sophisticated lead distribution capabilities. LMA leads are routed according to multi-layer attribution models, which users define. For example, new leads in a queue may be searched and distributed “round robin” to the sales team.

3) Integration of Briefcase dashboard. The release provides a new integration of Lead Liaison’s hot lead dashboard, which displays data about a salesperson’s hottest leads based on the industry’s most sophisticated lead qualification parameters. The dashboard – to be released on SFDC’s AppExchange in October – automatically identifies hot leads based on buying signals, lead score, lead grade, recency and level of activity.

4) Simplified integration with SFDC. The LMA provides an easy-to-use wizard for batch imports along with optional integration of nearly all SFDC custom fields that are used as part of a company’s business process (database segmentation, lead nurturing, etc.).

Lead Liaison’s Lead Management Automation application has been available through the SFDC AppExchange since June 2012.

“Our commitment to improving the integration between the LMA and SFDC is a testament of our devotion to those companies that see value in working with vendors who recognize the strength of SFDC but wish to develop marketing automation capabilities that can be used as a standalone product,” said VP of Communications Alex Brown. “We realize that not all SMBs can afford the pricing structures of the new breed of marketing automation/CRM hybrids. They are looking for full-featured apps that can seamlessly blend in with the systems they are already deploying. We’re giving them an option.”

Alex BrownVP Corporate CommunicationsLead Liaison

To experience how tightly the LMA integrates with SFDC, request a 10-minute demonstration of the Lead Management Automation platform.

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Lead Liaison is an application development company that designs, develops, and sells cloud-based marketing and sales automation software. The company markets to small and medium-sized businesses worldwide, and focuses on creating the broadest and most user-friendly revenue generation software platform. Applications cover all phases of lead management automation including sales prospecting, lead generation, and marketing automation functions that directly influence revenue generation. It’s innovative and robust lead management platform combines unparalleled sales prospecting, lead capture, real-time lead tracking, lead qualification, lead distribution, database segmentation, lead nurturing and ROI reporting. The Software as a Service (SaaS) model delivers an effective user experience and integrated cloud computing capabilities.

For More Information:

Alex Brown
VP, Corporate Communications
abrown(at)leadliaison(dot)com
888.895.3237 (888 89 LEADS)

Salesforce.com Understands the Power of Marketing Automation

Salesforce.com Understands the Power of Marketing AutomationLast week’s announcement of the $2.5 billion acquisition of ExactTarget by Salesforce.com had the marketing automation space buzzing – with good reason. Sales force optimization remains a key objective for most companies, and marketing automation is quickly asserting itself as a primary contributor to sales force effectiveness.

Salesforce.com has long recognized the benefits in automating customer relationships, but the move last week confirms that the company views the marketing cycle as an important contributor to optimizing B-to-B sales force automation. It’s clear Salesforce.com understands the power of marketing automation.

It Starts With a Click

Rare is the sale today that doesn’t start with a mouse-click. From the Pew Research Center to Gartner, study after study shows the marketplace, b2b or b2c, conducting online research prior to a purchase. Through its acquisition, Salesforce.com recognizes the benefit in tracking lead behavior from the first point of contact.

80% Do Not Buy at First Contact

Marketers understand that most prospects require multiple touch points to be effective. Using a marketing automation system like Lead Liaison’s Lead Management Automation™ platform, an enterprise sales force can manage each relationship prior to the sales engagement. Lead nurturing through MA saves sales agents time; Salesforce.com has shown that it understands how critical lead nurturing is to sales force optimization.

Cold Opportunities Get Hot

Research has shown that just because a prospect doesn’t convert immediately into a sales opportunity, that prospect should remain a lead. Sirius Decisions found that nearly 80% of qualified leads that don’t buy initially go on to make a purchase within 24 months. Marketing automation provides the tool to maintain TOMA throughout that period. This factor, among others, has led vendors like Lead Liaison to focus on SFDC integration in order to provide a seamless transition between platforms.

Changing Marketing Automation Landscape

As MA becomes an integral part of sales force automation, companies like Salesforce.com, Marketo, and Lead Liaison must continue to improve their offerings to adapt to evolving marketing and sales practices. But as the evolution of marketing automation continues, one business principle remains constant: providing quality support following implementation is important to effective sales force automation. Without customer-centricity, some MA/CRM vendors may face the same fate as early dot.com failures – even in the wake of a $2.5 billion transaction.

The Quintessential Small Business Marketing System

Quintessential Small Business Marketing SystemMost micro and small businesses have two things in common; they lack resources and need to grow revenue. In this article we help B2B business with minimal resources understand the building blocks of a small business marketing system necessary to grow revenue.

A quintessential small business marketing system is made of three components – CRM, inbound marketing and revenue generation software. All three components are cost effective as they run in the “cloud” – meaning they’re accessible through any web browser, based off-premise/off-site and have little to no maintenance costs.

Small Business Marketing System

Components of a Small Business Marketing System

First, the core of a small business marketing system is a CRM solution. Lead Liaison uses Salesforce.com as our database of record. It’s an affordable way to help us track accounts (partners, customers, and vendors), leads, contacts and opportunities. Salesforce.com enables our business to stay organized, monitor activity and plan for growth. It’s a nice data repository but unfortunately lacks operational solutions to satisfy our sales and marketing demands – revenue generation software fills this void.

Second, create a marketing presence with at no cost – except for sweat equity. Small businesses need to get noticed without pumping in hundreds of thousands of dollars in outbound marketing campaigns. That means a paradigm shift in how marketing is typically done. It means foregoing trade shows, direct mail and email blasts. Instead, have an inbound marketing strategy to attract interested prospects. But don’t be confused, inbound marketing is very different from outbound marketing. Inbound marketing means developing content and strategy to get found on the internet whereas outbound marketing is very targeted directly towards contacts or individuals. Effectively, inbound marketing is like building a spider web for your business. Develop an inbound marketing strategy by having a consistent presence in social media, blogging and SEO. Create “miniature webs” to catch interested prospects that inevitably end up on your website. To do this, spin up numerous landing pages and web forms on your website – once again, revenue generation software fills this void.

Third, bring in revenue generation software to complement your CRM and capitalize on results of your inbound marketing efforts. Revenue generation software helps businesses overcome resource challenges by automating a number of common sales and marketing tasks. It helps businesses build relationships by creating relevant and timely conversations with prospects and customers, nurturing them through the sales cycle, generating leads and serves as the foundation for your marketing campaigns. It’s the engine of a small business marketing system.

All three ingredients, CRM, inbound marketing and revenue generation software work together to form a cohesive small business marketing system. Content used for inbound marketing can be leveraged and repurposed with revenue generation software while revenue generation software enriches CRM with useful lead qualification criteria.

We’ll gladly help your company build a small business marketing system by coaching you through the process and providing you with best-in-breed revenue generation software. Let us know if we can help!

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Marketing Automation in CRM

Marketing Automation in CRMAdding marketing automation in CRM will help your sales team be more efficient. In today’s information age, it’s not about how much information you receive, rather, it’s about how you receive the information. Most CRMs cobble together leads and contacts into a few buckets, offering no way to separate hot leads from cold leads. Without a systematic way to prioritize leads, opportunities get lost in the shuffle, important opportunities get buried in the database and important leads are masked as yet another database record. Businesses finally have a way of differentiating their leads and optimizing sales people’s time with marketing automation in CRM.

Lead Qualification in Your CRM

Most solutions offer a host of additional marketing automation features in CRM. Adding leads/contacts to a lead nurturing campaign, sending an email campaign and customized dashboards are a few examples. One key area of integration is lead qualification. With marketing automation in CRM, vital lead qualification criteria is extracted from the marketing automation system and injected into the CRM to streamline access to high priority leads.

Various industry methods exist to prioritize leads. Lead scoring, buy signals and total activity are just a few examples. When CRM records are enriched with lead qualification criteria sales people can easily plan their day by running prebuilt dashboards and reports to expose highly qualified leads. The best part about these processes is the automation. It’s a set-it-and-forget-it model. With marketing automation in CRM, data is bi-directionally shared between both systems in real-time (usually every 5 minutes). Changes to data in one system are automatically updated in the other. With both systems in harmony, sales people only need to access marketing automation data in their CRM – simplifying the number of tools required to do their job.

Adding marketing automation in CRM is near effortless. Most CRMs, such as Salesforce.com, offer some type of marketplace for apps. For example, Salesforce.com’s marketplace is AppExchange. Installing Lead Liaison’s marketing automation in Salesforce.com can be done in less than 10 minutes. Configuration usually takes an additional 15-30 minutes.

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What is Dreamforce?

What is DreamforceWe’ve never been to Dreamforce before. Last week was our first trip. If you’ve never been you’re probably wondering – what is Dreamforce? Here’s the answer, Dreamforce is what you want it to be. Surely everyone attending the event had different agendas. For us, it was all about soaking up the environment and seeing what’s new in the world of SaaS software. Dreamforce was an excellent opportunity to network and stay current on new technology and SaaS offerings. Below you’ll find a few highlights from our Dreamforce 2011 experience along with lessons learned.

Highlights from Dreamforce 2011

1. What is Dreamforce without marketing automation? – there was lots of it. Eloqua, Silverpop and Marketo had the biggest booths (or should we say “spent the most money”). Rumor has it Eloqua and Marketo dropped close to $1M each for the event. Eloqua and Marketo seem to be in competition to be bought by Salesforce.com. We predict some kind of acquisition will happen within the next 12 months. Heck, we even saw banners showing Salesforce’s SaaS “software stack” with a placeholder there for “Marketing Automation”. Marketo might be the best choice for Salesforce.com as Eloqua has just filed to go public, making it a bit more difficult to acquire. Hubspot is also a possibility especially since Salesforce.com invested millions into them back in March 2011.
2. Most vendors in the Marketing Automation space price their solution with a floor of $12K.
3. There are many more social media monitoring (listening and engaging) solutions available in the marketplace than we expected. It’s a very competitive space. It was interesting to hear about CoTweet, acquired by ExactTarget in March 2010. A basic version of CoTweet is free. ExactTarget is trying to integrate their platform as much as possible and create an “App Store” around their platform.
4. Will B2B marketers get confused with the emergence of “App Stores” like the one from ExactTarget? These seem to be in direct conflict with Salesforce.com’s AppExchange.
5. Vendors that didn’t show a live demo of their solution (only a PowerPoint or video) didn’t show very well.
6. There was a big splash about Data.com. Its clear data.com wants to be the “App Store” for data. It’s got a lot of potential but the lack of available content left lots to the imagination.
7. Form auto-completion and simplification seem to be a new exciting thing. For example, Reachforce and Demandbase both have solutions which require visitors only enter their name, email and company. While the visitor is typing in the company name values automatically display below the field suggesting the visitor’s company and location. Once the user selects their company and location from the drop down additional data such as location, industry, revenue and other business parameters are appended to the form entry and fed into a lead management system.
8. RingCentral had a nice system to automatically bring up a lead or contact in Salesforce.com when a user receives a phone call from a respective lead/contact. We want one!

Lessons Learned from Dreamforce 2011

1. Wear tennis shoes or comfortable walking shoes.
2. Get a copy of the “Cloud Expo Guide” and circle the booths you want to visit.
3. Arrange to meet with customers and partners before Dreamforce starts.
4. The Expo floor closed rather early – 3:45PM on some days. Choose the 2nd or 3rd day to walk the show floor. You’ll get about eight straight hours.

What is Dreamforce to you? What did you learn from Dreamforce 2011? Please feel free to share your experiences.

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