10 Scary Marketing Automation Fails and How to Avoid Them

10 Scary Marketing Automation Fails and How to Avoid Them

It goes by many names: Murphy’s Law, the Second Law of Thermodynamics, or Finagle’s constant. Whatever it’s called, we’re all painfully aware of it. Anything that can go wrong will go wrong. Put another way, things can and do break. That’s just how the universe works.

This rule particularly rings true when it comes to marketing automation platforms (MAPs). While MAPs continue to see some pretty decent adoption rates (around 51% of companies, according to some sources), marketers still encounter significant difficulties with their MAP and struggle to get the most out of their tech stacks—oftentimes with disastrous results. Problems like a lack of clear strategy, the inherent complexity of MAPs, persistent data quality issues, and inadequate technical skills—if left unnoticed and/or unresolved—turn MAPs into ticking time bombs.

That’s why slightly over 6 in 10 marketers claim they’ve experienced technical hitches in setting up and maintaining their MAP. So, there’s better than a 50/50 chance you’re going to hit some snags with your MAP implementation, too. In fact, if things are going too smoothly, that’s a sign something’s wrong. It’s just a matter of time before a hidden MAP flaw becomes a full-blown marketing catastrophe. Here are 10 ways how.

1. The “Hi FirstName” personalization fail

This is a classic example of personalization gone wrong. Practically all of us have at one point opened an email and found a unmodified first name tag where we’d expect to see our names. This blunder seems to happen all the time and also involves other personalization fields such as company names, industry, location, etc. Most experts believe that every marketer has made this mistake at least once in their careers.

MAPs enable greater levels of personalization when done right. The problem is that automation only worsens issues created by poor personalization strategies and capabilities. Marketers need richer data to fil out the personalization fields in their marketing materials, plus added oversight to ensure the copy/message works as intended.

So, if you have neither the time nor the resources, it’s wiser to keep personalization down to a minimum. In some cases, having no personalization whatsoever trumps any half-baked attempt at making messages relevant.

Related: How to Get Quality IT Appointments Hands-Free with Marketing Automation

2. Out-of-control auto-replies

Automation frees up time and people, so that these resources are put to work on more important things. But time savings and productivity gains from automation don’t always justify keeping humans out of the loop in some marketing touch points.

Social media marketing, for example, calls for balancing automation and personal touch. MAPs work well at scheduling posts, optimizing reach, and curating content. But there’s no substitute for person-to-person interaction when it comes to engaging with and responding to your community.
Over the years, a string of embarrassing brand slipups continues to prove that social media auto-replies are a bad idea. These gaffes range from ill-timed canned responses to outright offensive posts. To avoid making these MAP mistakes altogether, a good rule-of-thumb is to let machines do the boring tasks and just simply leave the exciting stuff to people.

Related: 17 Lead Generation Stats that Prove Marketing Automation Works [VIDEO]

3. Leads disappearing into thin air

MAPs exist to help you efficiently move leads down the conversion funnel, so losing track of prospects defeats the whole point of automation in the first place. That’s why lead management ranks as one of the top benefits that marketers expect from MAPs.

One of the most powerful features that good MAPs offer is the ability to integrate web data into other channels. A prospect’s browsing behavior on your website can tell you a lot about interest and intent. Surprisingly, a lot of marketers tend to overlook this “send and respond” MAP capability for any number of reasons.

The problem of tracking and managing leads with MAPs will only continue to get worse, especially given that half of MAP users cite technology integration complexity as their biggest obstacle to success. But this doesn’t mean that the situation is hopeless. One effective workaround is as simple as tagging your website with code to monitor page views and navigation.

Related: The 4 Main Lead Generation Goals: What Has Changed & How to Reach Them

4. Touch points turning into WMDs

Some 60% of marketers claim they’ve been more focused on improving audience segmentation and personas with the help of their MAPs.

That’s, of course, hardly surprising, since the ability to send contextual and relevant messages makes up a typical MAP’s UVP.

Despite this, more than 4 in 10 marketers still don’t use any targeting at all, and another third use only limited segmentation criteria. That’s a massive waste of what MAPs are capable of. Rather than a tool for carrying out timely and precise communications, MAPs have now become weapons of mass distraction.
If MAP users don’t target or segment, it’s not for lack of trying. A full 38% of marketers say inadequate contact data quality hinders them from reaping the full benefits of their tech stacks—which brings us to our next point.

5. Campaigns haunted by bad data

Bad data impacts MAPs in nasty (and often insidious) ways. Poor data quality results in unreliable metrics, imprecise targeting/segmentation, incorrect personalization (recall point #1), and lower overall lead quality. For email automation alone, bad data wreaks havoc on sender scores, deliverability, CTRs, bounces, and opt-outs.

All of this costs money. According to the 1:10:100 rule, it takes $1 to prevent bad data, $10 to fix it, and $100 if it remains undetected. Sources estimate that anywhere between a quarter to a third of database records go stale each year. That’s why bad data eats up as much as 12% of revenues.

That’s just for direct financial costs. Bad data creates a cascading effect on other business areas and processes as well. When bad data moves from your MAP to your CRM and eventually to other databases in your organization, things can go from bad to worse. The only way to reduce the negative impact is to have a robust data management plan that covers every stage in the data lifecycle.

Related: Declare Your Independence from Bad Data: A 5-Step Plan

6. Contracting email-focused tunnel vision

A lot of MAP users tend to underuse the powerful features and functions at their disposal. In the hands of most marketers, advanced MAP technologies simply devolve into glorified email automation systems.
Emails form the backbone of most lead management and nurturing processes because of their scale and precision. But MAPs are more than just email management tools. They enable marketers to use and combine every marketing channel required to connect and engage with prospects.

Potential buyers don’t stick to one channel. They’re on the platforms and tools that work for them. That’s why a good understanding of how your target prospects communicate should precede implementing a MAP.

Related: Statistical Proofs Show That You Should Invest In Multi-Channel Marketing [Slides]

7. Finding MAP skeletons in the close

Speaking of MAP prerequisites, it’s a bit astonishing (and not in a good way) that most marketers launch MAPs before having a well-defined marketing process in place. Common sense dictates it should be the other way around, but here we are.

MAP users often find areas in their marketing processes that need improvement long after acquiring and setting up their platform. This leads to chronic underperformance and constant second-guessing. It’s much easier to first understand the buyer’s journey and finding a MAP that’s a good fit, than realigning your sales process to an existing MAP’s capabilities.

MAPs produce better results when applied to clear processes and specific steps. They’re, after all, only a means to an end, not the other way around.

8. Being trapped in marketing automation limbo

More than half (53%) of marketers place increasing revenues as their #1 MAP goal. Yet marketers still struggle to tie results from different marketing initiatives back to revenues. That’s despite having marketing attribution as a key area where MAPs lend marketers a helping hand.

While metrics like opens, CTRs, replies, page views, and impressions help you keep track of results for individual activities, these numbers appear almost meaningless to people who are more concerned about revenue and growth. This disconnect demotes MAPs and even marketing itself as mere cost drivers rather than as revenue centers.

The best way to enlighten the powers that be is to focus on driving revenue. Instead of only reporting “vanity metrics”, you need to track revenue-oriented KPIs such as cost per program success, new names per program, cost per opportunity, pipeline generated, and pipeline to investment.

Related: How Marketing Automation Helps You Outgrow Your Competitors

9. Cobweb-covered analytics dashboard

 

 In order to get the needed metrics and KPIs for making informed marketing decisions, you have to be looking at the right numbers. Just what analytics constitute “the right numbers” depend, to a huge degree, on your MAP strategy and goals.

A MAP tracks and reports metrics on every marketing activity you run it with. But only a small portion of this analytics tell you most of what you need to know. That’s why having clear goals is an important MAP prerequisite. It’s those metrics that let you know where your campaigns are relative to your goals that you should be keeping an eye on.
In addition, having a well-defined testing methodology goes hand-in-hand with a MAP implementation. Testing should cover every touch point in the lead nurturing process. Once again, it’s going to be your goals that guide your approach at testing.

10. Mistaking the forest for the trees

They say the Devil is in the details. With so many different moving parts, it’s quite easy to get caught up in the intricacies of automation that you lose sight of the bigger picture. It’s exactly this level of complexity that hampers marketers’ progress with their MAP setup.

But a MAP is only a tool, and tools are only as good as the people using them. So, when you find your team or department struggling to get the desired results from your MAP implementation, it helps to take a step back and think about how every component or tactic in your marketing process fits in the grand scheme of things—which brings us to the main takeaway from this post.

 

The Takeaway
MAPs don’t do your work for you. They simply automate the repetitive, redundant, and boring parts of marketing, so that you and your team get to focus on what’s important. Yet marketers often wrongly believe that having a MAP running in the background means their campaigns are pretty much on autopilot. It’s this misconception that marketers need to cast aside in order to stop the nightmarish scenarios we’ve talked about here from keeping them up at night.

 

 

To read  more about Marketing Automation, get our weekly newsletter

 Or visit The Savvy Marketer Blog

 

 

This ebook walks you through some key questions and tips to help you get started on using a predictive lead scoring system for ranking and classifying leads. Grab our kit NOW!

Weeding Out Junk Leads With Predictive Lead Scoring - FREE EBOOK

A Crash Course on Lead Nurturing… And Why it Matters

How to Get Quality IT Appointments Hands-Free with Marketing Automation

How to Get Quality IT Appointments Hands-Free with Marketing Automation

 

For many executives in the IT industry, it often pays to know the latest in marketing technology to stay ahead in the game.

One reason is that companies generally afforded a wide range of strategies and channels to use in order to improve their lead generation and appointment setting efforts. Now, the only way that they can generate quality IT appointments is simply to focus on nurturing their leads and direct their efforts towards decision-makers with high purchasing potential.

This, unfortunately, entails one critical caveat to overcome. Lead generation as well as appointment setting are complex marketing activities warranting a lot of attention.

Still, IT executives can rest easy once they implement the right tools to get their marketing campaigns up and running – and without much hassle.

One thing is for sure, marketing automation can help IT companies improve sales by ensuring high quality appointments. In this day and age where innovation makes the difference between success and failure, it is essential for IT managers to automate their telemarketing and digital campaigns. There are of course apt reasons for this:

#1. Better relationships.

Marketing is more about reaching out towards your audience. Automation helps you in this aspect by providing you with metrics that accurately gauge a prospect’s inclination to buy a product. This means you can focus your time and efforts more on those decision-makers that will eventually go through a sales appointment with ease. You may use some of these methods we have tested one is  using CHAMP or using using social signals to spot sales-ready leads.

#2. Productive lead generation.

Appointment setting and lead generation go hand in hand. If anything, lead generation helps appointment setting by making sure the pipeline is fed only with the best leads. Know which leads convert easily. This is possible through effective lead scoring which can filter out prospects who are more than willing to talk to a sales representative.

Related: Top Reasons Why IT Companies Invest in Outsourced Marketing [INFOGRAPHIC]

Effective lead tracking and monitoring.

Callbox Pipeline

You can rest easy knowing your leads are in good hands. With marketing automation, prospects are tracked throughout the sales pipeline and every concern is considered. On top of that, effective lead tracking can give you an added edge in securing quality appointments and better profit.


Monitor campaigns and nurture your leads. Learn about Callbox Pipeline in this short video!


#3. Less resources involved.

That marketing can eat up a bulk of an enterprise’s budget is already a given. Nevertheless, it is important for IT sellers to allocate their resources effectively, guaranteeing that every cent translates to an increase in revenue. Luckily, with marketing automation, IT sellers are spared from the hassle of aligning their budgets. Once it sets up, marketing automation costs less to maintain, giving you an added bonus.

Related: How Marketing Automation Helps You Outgrow Your Competitors

#4. Increased revenues.

With quality IT appointments, you can expect revenues to jump significantly. Because you don’t have to spend a lot of time and, more importantly, money to spike your revenue numbers. All you need is to implement an effective system that can do all the complex work for you.    

Read this case study, Turning Targets to Sales-Ready Leads with a 50% Shorter Lead Nurturing Cycle, and realize the potential of lead nurturing and marketing automation.

 

 

 

To read  more about Marketing Automation, get our weekly newsletter

 Or visit The Savvy Marketer Blog

 

 

This ebook walks you through some key questions and tips to help you get started on using a predictive lead scoring system for ranking and classifying leads. Grab our kit NOW!

Weeding Out Junk Leads With Predictive Lead Scoring - FREE EBOOK

How to Get Quality IT Appointments Hands-Free with Marketing Automation
How Marketing Automation Helps You Outgrow Your Competitors
5 Reasons to Try Marketing Automation

How Marketing Automation Helps You Outgrow Your Competitors

How Marketing Automation Helps You Outgrow Your Competitors

B2B enterprises are focused mainly on one thing: Increase the amount of B2B leads they can generate. But more important than that, they want to make sure these leads can translate to actual sales.

This explains why B2B companies across various industries are hard-pressed to find ways to increase their marketing gains. While some companies struggle with content-focused marketing campaigns, many are drawn towards data-driven marketing through marketing automation.

Marketing automation is a new concept. Though complex it may be even for larger enterprises in the tech business, there is no doubting the long-term benefits it entails.

If you belong to a highly contested industry, look no further than marketing automation to streamline how you manage your audience engagement. Let us convince you further by offering these top reasons to go automated.

#1: Efficient lead nurturing

Implementing a system to oversee the journey of B2B leads through the sales cycle can be daunting. But give it a great deal of effort and you might get better accuracy at knowing what your prospects want. This allows you to craft better messages that can bring conversions to the table.

Here are some pointers you could look into:

#2: Shortened sales cycle

Another crucial issue B2B marketers are wary about is how to shrink the distance between a lead and an actual purchase. Luckily, marketing software designed for this end are available.

These help by allowing you to score your leads better so you can have a better view of what they want to hear from you.

Aside from that, marketing automation also provides better responses to qualified leads, ensuring that the sales funnel can only be filled by prospects who may set an appointment with a sales rep in no time. Know the 4W’s and 1H of a Qualified Lead!


 Find out: The Hidden Gems of the Web: Where Can You Get a Good B2B Lead List?


#3: Accurate and cost-saving marketing

Did we mention the ability to seek out qualified leads? Well, marketing automation also provides B2B vendors power over how much they spend in their marketing campaigns by doing just that: focusing on high-potential leads.

No longer can you waste precious resources (think time and money) on leads with minimal interest in your product.

Related: The Remedy for Unqualified Leads

#4: Assured sales closes

Another advantage when considering the implementation of marketing software is the high chances of closing deals. While lead generation ensures the sales funnel does not go hungry, it is still a crucial matter to ensure that leads will end up making a purchase. Automated marketing does this so well because of the data-driven approach it uses in qualifying good leads.

#5: Increased revenues

We can say that marketing automation allows you to make better campaigns. But do not take our word for it.

EMarketer.com noted that companies automating their marketing campaigns are more likely to increase their revenues on account of the advantages it entails. 

Related: Increase New Business Inquiries this 2017 in 5 Easy Ways

 

Here’s a better proof that marketing automation ventures pay off, sharing you our own Client’s success stories:

 

If you seek to stand out from the competition, it pays to get updated. And you may need all the help you can get from a marketing automation package affording you full control in your B2B lead generation.

 

Learn more about a hassle-free lead generation strategies

with  Callbox Managed Marketing Automation

Dial +1 888.810.7464 or 310.439.5814

 

Must-Have FREE Ebook: Why You Should Bet Your Money on Digital Marketing (And Win)

Why You Should Bet Your Money on Digital Marketing (And Win)

 

How to Get Quality IT Appointments Hands-Free with Marketing Automation
How Marketing Automation Helps You Outgrow Your Competitors
5 Reasons to Try Marketing Automation

5 Reasons to Try Marketing Automation [Guest Post]

5 Reasons to Try Marketing Automation

The digital marketing industry is full of trends that come and go. Before 2009, most websites were keyword stuffing their meta descriptions to rank higher in search results, but Google stifled the need for that practice with one update to its algorithm. There was even a time when pop-up advertisements were cool – before they morphed into a ridiculous game with a catchy song.

The latest trend in digital marketing is marketing automation, but honestly, we’d be lying if we called it a trend because marketing automation is not going anywhere. This life-saving software changed the way digital marketers connect with audiences, run digital ads and compete in the search engine optimisation (SEO) game.


According to SiriusDecisions’ B-to-B Marketing Automation study done in 2014, there are now 11 times as many companies using marketing automation since 2011, when it first became popular. As more companies are expected to utilize marketing automation software, it is safe to say that this trend isn’t going anywhere.


 

Need a reason why you should use marketing automation?

We’ll give you five. Here are five solid reasons why your company should be using marketing automation right now.

Applicable to All Company Sizes

Whether you have a marketing team of one or multiple people at your command, marketing automation can make any team more efficient. The software holds all marketing essentials in one place, which means your team won’t have to bounce around between different programs in order to get work done.

With marketing automation software, you can easily clone certain programs, such as landing pages and emails, so you don’t have to start at the beginning every single time you want to launch a new program. This saves your team time and makes it easier to streamline operations.

To really help out smaller marketing teams, marketing automation makes it easier for one person to do the work of many. Aberdeen Group did a study in 2014 (“State of Marketing Automation 2014: Processes that Produce”) and asked marketers currently using marketing automation what they saw as the biggest benefit, and 36 percent said that having the ability to schedule repetitive tasks and focus more on new prospects was by far the biggest asset.

Reports ROI

Marketing departments are a notorious grey area. If you take out an ad on a billboard over a highway, can you tell how many of your sales came from that billboard? Can you say how much revenue was generated from a single email marketing campaign? In most instances, the answer is no.

Perhaps one of the biggest advantages of marketing automation is its ability to analyse metrics and condense them into an easily-readable report that can be translated to ROI reports. Most marketing automation software will track costs per lead, pipeline value, click-through rate and the highly-coveted conversion rate.

In a study done by Marketo & Ascend 2 called “Marketing Automation Strategies for Sustaining Success,” 70 percent of those who called themselves very successful marketing automation users said that they valued the ability to track conversion rates above all.

Because marketers can show the concrete benefits of marketing automation with the metrics it provides, marketing budgets have been able to maintain their budgets and sometimes even increase them. A study by Pepper Global, called “B2B Marketing Automation Report 2014,” found that of those polled B2B marketers using marketing automation, 48 percent saw their budgets staying the same while 41 percent saw an increase in their budgets.

Using Marketing Automation for Business What’s The Catch

Related: Using Marketing Automation for Business What’s The Catch

Improve Lead Quality

Your marketing department’s main goal is to gather leads, prepare them for sales and eventually pass them through the funnel. Marketing automation makes this complicated process much easier. In the Pepper Global study mentioned above, marketers said that by far, the number one benefit of marketing automation was its ability to generate more leads and, better yet, more qualified leads.

Marketing automation provides enough data to accurate score each lead that comes through the pipeline. Using a scoring based on the actions and behaviours of leads, marketers can see how likely a lead is to buy and see what can be done to nurture that lead. This makes it easy to pass on the strongest leads while nurturing the less qualified leads so that they are soon considered ready to buy.

Creates Personal Communication

Most marketers will tell you that one of the hardest things about marketing is showing sincerity, especially with so many leads. There is no way to send out a customised email to everyone on your emailing list, but sometimes there is no way to avoid sending emails and other promotions that are poorly timed or impersonal or even worse – irrelevant to the consumer’s needs.

With marketing automation, marketers can schedule emails and other promotions to fit in line with their consumers’ schedules, even if those schedules are for people in different time zones. As so many tasks can be done in advance (see “State of Marketing Automation 2014: Processes that Produce” above), marketers can send out larger emails while still having the time to focus on more niche messages for different demographics.

How do you humanize your marketing automation process? Check this three step plan!

Easy Cross-Channel Promotion

Social media, email, direct mail – they’re all different channels with different login pages and designs. What if there was a way to bring all of them together?

This is what marketing automation does. Marketers can coordinate larger campaigns across multiple channels so they can be sure that a demographic on any platform will be able to receive the message. The message itself will remain consistent, no matter what channel a marketer is using.

Marketing automation does so much more than just send a few emails. It’s a multi-functional software that can better illustrate just how essential your marketing team is. If you think marketing automation is for you, check out services from Marketo, Oracle or Adobe Audiencemanager. You won’t believe just how much your business can grow until you see it for yourself.

 

Author Bio:
michael bird

Mike Bird is CEO of Australian revenue performance management agency, Social Garden. His specialties include data-driven lead generation and enterprise marketing automation.

 

Check out this! 10 Marketing Automation Hacks All Businesses Should Be Using

10 Marketing Automation Hacks All Businesses Should Be UsingOr try Calbox marketing automation to manage your strategies in one platform!

Humanizing Marketing Automation: A Three Step Plan

Humanizing Marketing Automation- A Three-Step Plan

In the long run, many owners of B2B enterprises want to expand their revenue. Of course, one way to do this is through an effective lead generation program. But there is more to it than flooding a prospect’s inbox.

 

B2B prospects represent human individuals. They are not just numbers in a Google Analytics graph. They are clients willing to spend for offers that are relevant to and in line with their objectives. It is therefore important to effectively humanize one’s lead generation campaign in modern ways.

Recently, many B2B companies are automating their marketing processes due to the benefits it has for personalization. We know for a fact that sending out personalized messages to individual prospects can be a daunting job, but marketing automation software effectively eases this out. After all, automated and personalized marketing campaigns have been proven to increase transaction and revenue rates by six times, according to Experian Marketing Services in a 2013 study. And with 2015 emphasizing more on quality human engagements, more marketers in the B2B field will find it worthwhile to bring personalization to a whole new level.

That is very much possible if one knows how to apply a strategy that realizes quality prospect engagements. The three-step plan below illustrates just that.

 

Step1: Include contact names.

Prospects respond positively to messages that bear their names and the companies they represent. It has also been pointed out that subject lines with recipient names generate better response rates. Simple as it is, taking this tip into account can cement your relations with future clientele.

Related: 10 Marketing Automation Hacks All Businesses Should Be Using

Step 2: Segment your lists.

To bring out the efficiency of your email campaign, segment your list of prospects into groups based on specific data such as company size, location and job title. Marketing automation then manages your communications and delivers personalized messages accordingly.

Related: Say no to Spam! Ways to Avoid Putting your Email Marketing Campaign to the Dumpsite

Step 3: Modify your campaign.

You cannot change how people view your product. You can only learn to adapt. Understanding buyer activities can provide a comprehensive view of what your targets want. To do this would require tracking landing site behaviors and collating data from fill forms.

The three-step plan above would effectively bring out the best in your B2B lead generation campaign. But you may still need competent people to apply it for you.

Managing marketing automation software that improves personalization requires technical proficiencies, which a company with multi-channel marketing capabilities never fails to deliver.  

 

13 Business Goals You Can Achieve Through Email Marketing

Curated: 13 Business Goals You Can Achieve Through Email Marketing

 

 

Using Marketing Automation for Business What’s The Catch

Modern B2B enterprises regard marketing automation as a necessity. When leads freeze over and unable to move towards sales, marketing automation software enters the picture, helping managers fish out qualified sales prospects.

Aside from that, what else do these 211 marketing automation platforms have in store for your business?

Using Marketing Automation for Business What’s The Catch

View infographic transcript here:

  • 14.5 increase in sales productivity
  • 10% or greater in revenue generation in 6 – 9 months
  • Relevant emails drive 18 times more revenue than broadcast emails
  • Nurture leads make 47 percent large purchases
  • 451% increase in qualified leads
  • At least 15% in savings for content production
  • 10% increase in sales pipeline
  • 53% higher conversions from initial responses to marketing qualified leads

There’s really more into marketing automation when used and maximized well.

 

See also:

The Best Marketing Automation Software of 2014

Lead Nurturing Done Right: Introducing Callbox Pipeline’s Lead Nurture Tool

Overcome Marketing Automation Challenges for 2015 with One Simple Word: Relevance

10 Marketing Automation Hacks All Businesses Should Be Using

 

Taking cloud-based lead management and marketing automation to new heights. Callbox integrates with Salesforce! 

Callbox and Salesforce Integration

 

Lead Management Solutions for Better Profits

Marketers in the B2B industry take lead generation seriously. They know that B2B leads can pose as potential sales partners, thus every effort has to be exerted in goading them into making a purchase.

But it’s not actually the convincing part that makes an effective lead generation program. Often, it is having effective processes behind one’s marketing campaign that can truly realize valuable B2B relationships and pose better revenue rates.

Now, higher revenue is obviously in everyone’s yearly agenda. And it is important to prioritize processes that realize such an end. For many B2B companies, this poses a challenge simply because of the intricate tasks involved in generating high quality leads. Even more problematic is figuring out the appropriate lead management techniques that ensure every prospect is nurtured along the way.

Luckily, for these companies, marketing solutions are within reach and it is absolutely important to harness them to attain the results they wanted. This just a matter of knowing specific lead generation needs such as:


Effective profiling and targeting

Effective profiling and targeting.

Oftentimes, businesses make the usual mistake of profiling and targeting the wrong people for their products. With marketing solutions in place, businesses can easily narrow down their search for potential sales prospects as well as achieve a more efficient program for targeting these individuals.


Prospect tracking

Prospect tracking.

Tracking B2B leads is an essential task as it gauges prospect behavior. But what’s the deal with this activity otherwise known “stalking?” It isn’t stalking in another sense. It entails knowing the type of content that makes it likely for a site visitor to engage further. Identifying such strengths enables businesses to adjust their content to suit certain types of visitors.

Email automation

Email automation.

Sending out emails to prospects can be a bore sometimes, given that it is a routine task. But as per recent statistics, most decision makers prefer to consume information via personalized emails. In this case, an automated email system can be considered in sending out tailored messages on a set amount of time. With automated solutions, the quantity and quality of your email campaign is in safe hands.

Lead scoring

Lead scoring.

Knowing how likely a prospect is willing to buy can get tricky. One has to consider numerous variables that define each lead within the pipeline. Lead management solutions enable managers to have a better experience in qualifying leads for the sales funnel. The intricate process of scoring individual leads based on their interest and willingness to buy saves managers from much of the grunt work.

Making sure that every lead is nurtured may present additional tasks, this troubles every dynamic organization including Callbox. However, from a problem we have resolved to an answer that had helped including our clients.

A case study,Turning Targets to Sales-Ready Leads With a 50 Shorter Lead Nurturing Cycle, highlighted the function of Callbox online lead nurturing tool in which client could create schemes of following up prospects through email, set specific time of sending it, remind appointments via sms and more.

This is what happens to their marketing campaign results:

By the end of the campaign term, the client was averaging 12 face to face meetings and 23 phone appointments per week. The client’s sales team was able to move 82% of all appointments into proposal stage and garnered 2 closed deals within the first two weeks, generating a three-fold return from their initial investment in the Callbox campaign. Read more..

 

How to Get your Lead Nurturing Done Right. Just follow these simple, smart and effective steps!

Lead Nurturing

10 Marketing Automation Hacks All Businesses Should Be Using

20150720-mktg-automation-hacks

Whether you’ve been using marketing automation for years or just getting started, you have to be on the lookout for creative ways to maximize its potential for lead generation. In this article published by Entrepreneur.com, several hacks are outlined to help you get the most out of marketing automation technology. Small business and large enterprise alike can benefit from these tactics.

1. Create sequences of hyper-targeted content.

Essentially, you’ll use the information you gather about leads to tailor your offer to their unique pain points, triggers and needs. Think about it as if you were having a one-on-one conversation with them.

As an example, here’s how Wishpond segments its content automation:

Its team goes even deeper with the workflow:

2. Gain behavior insight with alerts.

It’s difficult to figure out how to properly work the new leads you gain. That’s why many of the top marketing automation software have a feature called Alerts. Some things that you can receive an email alert about include:

  • When a new lead is assigned to a rep.
  • Activity alerts when a lead lands on your site.
  • If a lead requests a demo or trial.
  • When a lead watches a video marketing piece on your site.
  • When leads attend webinars or virtual events.

A few well-placed alerts can hack your sales process and give your team an advantage.

3. Go viral with automated incentives.

If I asked 100 entrepreneurs the following question, I’d guess that all 100 of them would give me an emphatic yes:

“Would you like to reduce your cost per acquisition?”

It can happen through automated incentives. This kind of marketing automation hack is exactly what Dropbox used to increase signups by 60 percent.

4. Remove yourself from the sales cycle.

What if you could completely remove the element of human error from the sales process?

Certainly, that’d be an amazing feat. But while it’s not 100 percent possible, you can use sales automation to systemize and automate the sales process. A few ideas include:

  • Setting up dynamic email workflows to interact with customers.
  • Automating your follow-up process.
  • Using intelligence to make a more efficient sales pitch.

5. Send a drip campaign after each purchase.

In the business-to-business marketing world, it’s all about engagement and education. You want to keep people interested in your service long after they made the purchase. This continuous education cycle makes you a valuable partner.

Use post-purchase drip campaigns to keep the conversation going. It could be a simple weekly newsletter about industry developments or an in-depth course for getting the most out of their purchase from you.

6. Automate content marketing with a user-generated system.

If you’re invested in long-term user acquisition, invest in content marketing. And once you build up a large enough audience, consider hacking the process by experimenting with an automated user generated content system (UGC).

One of my favorite B2B examples comes from Moz with its YouMoz blog.

7. Restart the nurturing process with inactive leads.

You won’t close every lead that makes it through the sales process. At any given time, a lead may become inactive due to lack of engagement or lost interest.

Teach salespeople to move inactive leads into a re-engagement campaign. These initiatives work to revitalize interest in your company’s offerings through a new lead nurturing campaign. Sometimes it’s the best — and only — way to get the sales process back on track.

For the rest of the hacks, please visit the article on Entrepreneur.com.

Need help with your marketing automation?

Let Callbox manage things for you through our Callbox Pipeline’s Lead Nurture Tool. View the online demo of the Lead Nurture Tool here.

 

Overcome Marketing Automation Challenges for 2015 with One Simple Word: Relevance

Overcome Marketing Automation Challenges for 2015 with One Simple Word- Relevance

What’s not to love in marketing automation?

For a fact, some businesses feel odd with the idea. They do not seem to be satisfied when they let computer software systems do their lead management for them, as though B2B lead generation is gradually losing its human face. Personalization gave itself away to synthetic emails and content – or so we are made to believe.

It is clear that marketing automation has succeeded where hands-on lead management didn’t. But this has not necessarily rung the death knell of personalization. In fact, creating tailored-messages is still top priority among many B2B companies, considering that it improves transaction and revenue rates by at least six times.


But let us be frank: personalization will continue to be a challenge in 2015. B2B buyers have become more articulate in their choice for business solutions. What’s more, businesses will need to optimize their marketing automation systems to effectively handle those pesky gatekeepers and reach intended contacts.


The idea now is to combine the human function of personalization with the analytical function of marketing software. But more than that is the need to be relevant.

Equip your staff with expertise.

Like a ship, marketing automation software should be manned only by expert hands. B2B multi-channel marketing is after all akin to maneuvering in troubled waters, where the slightest human error would result in the vessel capsizing – or in the case of B2B companies, a failure to realize important revenue goals.

Dig Deeper: Marketing Automation and Why You’ll Need a Healthy Dose of It

Aim for quality.

So, you have a bulk of leads. What are you suppose to do with them? Determine if they fit your client profiling criteria of course. You will need to single out those that do not meet your desired audience profile and track those who indicate a high inclination to purchase your product. Integrating your own set of rules in terms of finding qualified leads enhances your marketing automation program.

Deliver dynamic content.

Content is still king. But dynamic content is emperor. Using marketing automation, you can grace your customer messaging with content that fits customer preferences, taking into account the activities of your prospects and important persona data.

Dig Deeper: Integrated Campaign for UK’s Leading Workflow Automation Solution

Add value to your offers.

Nothing does keep audiences interested quite like value. Apparently, value is valuable when it comes to offering solutions to people who need them. So, whenever you are using marketing automation to initiate an email campaign, never deviate from promoting the value of your products towards our clients.

 

Lead Nurturing Done Right: Introducing Callbox Pipeline’s Lead Nurture Tool

Lead Nurture Tool

Everybody’s talking about how important lead nurturing is and how it helps businesses not only facilitate the blossoming of sales-ready leads, but also in building a strong connection between the seller and the buyer.

A lot of strategies revolve around sending a string of emails and basically just preserving constant communication with leads. But what that does is like saying “Don’t forget about us”. For lead nurturing to really be effective, the focus should be on value.

According to a LinkedIn Pulse article:

Leads are like babies. You don’t know how your child will turn out when they grow up, just like you don’t know how lucrative leads can be. But a lead is nothing more than a newborn.

You have to nurture your newborns with value and educational resources. The purpose of lead nurturing is to help your leads grow and reach “saleshood”.

A Tool That Does It All

While most lead nurturing systems are too expensive and time consuming to set up, Callbox Pipeline’s Lead Nurture Tool offers a lightweight (read: simpler and cheaper) alternative giving you all the benefits of a well-executed marketing automation system at a tiny fraction of the sticker price.

Here’s the pitch: this tool allows you to perform lead nurturing actions through six — yes, six — different channels: call, email, postal mail, SMS, online, and social. We’re not bluffing.

This user-friendly automation system is basically a blueprint of actions that are set off by predetermined triggers based on lead behavior, such as downloading a brochure, visiting a website or expressing interest in a certain topic, or even non-action triggers such as appointment no-shows or unreachable contacts

Its drag-and-drop interface makes it ultra-easy for you to design, apply and modify schemes. It even comes with real-time notifications that allow you to send and receive timely reminders and alerts via email and in real-time via Pipeline. You can also make use of its detailed reporting complete with activity logs and campaign statistics in making necessary modifications or gaining insight.

Personalized Automation is no longer a paradox

Callbox Pipeline’s Lead Nurturing Tool features custom email templates where you can create messages that sound like you and look like your business, and upload them to Pipeline for a more personal brand of email marketing.

We also let you bridge the information gap between your company and your prospects by providing landing pages with many conversion-friendly templates to choose from.

With Callbox Pipeline’s Lead Nurture tool, flexibility and efficiency will take marketing automation to a whole new level.

Learn more about this all-around tool, or you may contact us.

Callbox Integrates With Salesforce: A Better, More Efficient Client Experience

Callbox and Salesforce Integration

Years of innovation and hard work have been put in to give Callbox clients the best solutions for their business, as well as to enable managers and sales professionals to streamline business development.

The challenge has always been to keep up with the changing times, especially with how technology evolves in exponential fashion even just in the last two decades. Callbox started out as a simple telemarketing firm, which eventually flourished into a multi-channel marketing machine.

Now, in the age of cloud and automation, Callbox steps up to the plate, ready for another era of marketing savvy.

In celebrating 10 years of flourishing into a stalwart player in the business-to-business industry, Callbox is taking cloud-based lead management and marketing automation to new heights.

Putting the clients front and center: Callbox integrates with Salesforce

Not a lot of business folks would question how Salesforce is dominating— in a rather lopsided fashion — the current enterprise cloud platform war. It’s not even close. With its acclaimed software stability and supportive ties with customers, partners and developers, Salesforce offers the one true payoff for enterprise CRM.

But it’s not just the reputation that has led Callbox to finally bring Salesforce into the mix; we have always been a resolute fan of new technology and game-changing shifts, which is exactly what Salesforce is and has always been about. When you aspire for innovation, you can’t help but partner with the most innovative company in the world.

Prospects who have long entrusted their data to Salesforce can now be serviced by the Callbox without the fuss of manual migration but with the same certainty and level of convenience they’ve been accustomed to. That premise alone opens up to an entire new experience, not to mention the clear operational and bottom-line benefits for both sides of the equation.

Introducing Callbox DialStream: The Most Efficient Power Dialer for Salesforce

DialStream

What is DialStream?

Callbox DialStream gives your business the edge by providing a faster, more efficient way of contacting, connecting, and closing more leads.

Salesforce Integration
You want Callbox to generate your sales leads for you, but you and your sales team are very comfortable using Salesforce to manage your leads and sales activities. Solution: DialStream.

Turbo-charged Dialer
Built with such speed and flexibility, DialStream delivers massive efficiency gains and better overall sales performance. Opportunity waits for no one, so we work fast.

Smarter Conversation
DialStream makes way for better and smarter engagement with prospects as it presents customer data relevant to each call.

Achieve maximum efficiency and phone productivity

When you sign up for a lead generation campaign with us and would prefer your Callbox team to work with your prospect lists directly from your Salesforce account (Enterprise), Callbox DialStream makes it possible.

Our dialer solution is seamlessly integrated with Salesforce, which means that:

  • Your Callbox callers can dial your Salesforce contacts directly through DialStream; No software installation or contact data migration required
  • When your Callbox callers add notes to each call, send an email, or leave a voicemail message, all data are logged directly to your Salesforce account in real time
  • Call reports (duration, result, etc.) can be generated using the Salesforce report engine

 

Contact us to learn more about this amazing solution.

 

The Best Marketing Automation Software of 2014

The Best Marketing Automation Software of 2014

Marketing automation software are sprouting like mushrooms and both B2B and B2C companies are harvesting them to make a fresh stew of quality marketing engagements.

Indeed, as the year closes, business managers are gearing to enhance their marketing and sales processes through automation. They have learned that, with business software solutions, fruitful customer interactions can be realized and better profitability can be increased. Such were experienced by B2B companies in their lead generation in 2014.

Companies that have yet to make the crucial stride towards a productive marketing pipeline can still install automated software systems for next year.

Since there is no perfect time to consider digitized lead generation processes than now, here are some of the year’s best marketing automation platforms that are worth a gander for 2015.

SaleForce. Ever since it catered business marketing, this system has been in the frontline in promoting quality CRM assistance. In fact, whenever people say CRM, SalesFroce almost always comes to mind. Using sophisticated lead management systems, SalesForce enables quality real-time communications with qualified decision-makers. Its Cloud Marketing platform allows for effective data collation and marketing-sales integration, which are necessary for sending out tailored-messages based on relevant customer data.

Marketo.  B2B businesses are also considering Marketo as an effective lead management tool. Perhaps, what makes it different from the rest is its powerful lead generation software boasting effective prospecting, qualifying and nurturing high-profile decision-makers. Business managers will surely have a swell time overseeing these activities through a user-friendly database which only Marketo can provide.

HubSpot. When it comes to inbound marketing, there is no other platform promising online visibility than HubSpot. Specifically useful for companies that focus on multi-channel engagements, HubSpot takes pride in delivering and increasing lead traffic via its effective use of SEO, landing page optimization and web content. Moreover, the platform also has its strength in allowing easier lead tracking and analytics, giving one’s business a good view of each individual lead’s web journey, from capture to conversion.

eTrigue. Revenue tracking has always been an issue among B2B and B2C companies alike. Luckily, eTrigue has all the necessary ingredients that assure businesses their ROI is as good as covered. Aside from reliability, the platform also ensures efficiency and speed in terms of maximizing marketing resources to better focus on high quality leads.

These top four marketing platforms constitute but a small portion of why businesses are considering marketing automation. But the bottom line is that, whether you want to focus on digitizing your core marketing processes or not, marketing automation is clearly sculpting the future of how businesses execute their lead generation campaigns.

 ~~~

This 2015, Callbox is launching its official community service program, All Above the Line    Learn more