The short discussion led us to recommend Constant Contact, which they agreed with and are now in the process of bringing up the account with email creative, list import, etc
Email marketing with all it's attendant improvements in dynamic content, profiling, drip marketing, lead scoring, lead nurturing, variable content landing pages, integrated analytics, CRM integration, etc., etc. doesn't have to be overwhelming or difficult if you just know the right questions to ask and how to make sure the technology is a fit for your organization.
The cost to effectively manage the 70,000+ subscribes is much larger than was anticipated. However, the company is now on a strong platform with room to grow into events and social media conversations that will productively serve the needs of the company.
If you're trying to find a fit for your company in the ever expanding sea of marketing technology, send me an email, or pick up the phone. I'm happy to have a conversation.
Lead scoring can bring many immediate benefits to an organization. It allows companies to structure data from many sources – creating order and direction; it helps companies identify the most responsive individuals in campaigns; it creates qualified leads for sales team, etc.
Lead scoring can also be a “false positive”. Finding the “most responsive individual” is often a misleading positive indicator. This can be seen in companies where consumers respond very favorably to business-to-business offers. The company may see strong response rates in a campaign only to be disappointed by high maintenance costs, low profit and lousy life-time-value.
Lead scoring is most beneficial when it is aligned with a strategic customer model. This approach is based on taking a long-term view of the value of a customer, the size of the available market and “mapping” it back to campaign models, lead scoring efforts, routes-to-market, etc.. Only then will companies avoid the “strategy gap” and obtain the real benefits of their lead scoring efforts.
If your experience reflects what I've noted above and you want help aligning your lead scoring and marketing automation efforts with a strategic customer model, send a private note to email@example.com and I'll respond the same day.
These are just three sources of where big data can show up in inside sales...and every recorded interaction is an opportunity to automatically trigger a message to the customer; personalized and tailored to their individual and unique needs.
Does "big data" have the opportunity to transform the inside sales industry? Yes. There is no question, that it can. It's simply a matter of time, money and resources as to how far companies will go to leverage the data that is now available.
Digital messaging is great, and we're quite happy with the progress that ExactTarget and the crowd are making, but WhatsApp and others like it with their massive downloads and message volumes will become highly disruptive unless they (ExactTarget, etc) pulls their capabilities into the fold.
ExacTarget and others would do well to integrate WhatsApp into their interactive marketing hub (IMH) before it's too late. What'sApp alone has increased message volume from 10B messages monthly to 18B messages monthly over a five month window. Those are big numbers and it's not just the telecoms that should be paying attention to these new players. Marketing automation players, digital marketing platforms and social networks fall into this bailiwick too...so $23B may look like chump change in terms of lost revenue in the market as cheap services continue to expand capabilities.
Wouldn't it make sense to use that messaging platform to increase the value of existing customers? I mean, if you run a billion dollar operation and you're acquiring 10% net new customer growth - and I'm talking quantity of customers not value of customers or share of customers - you're doing a bang up job. So what about the 90% of your business that is already in-house? They're already engaged... what about them?
You have this great marketing automaton platform and it's only being applied to 10% of your business - and by the way - it's the least valuable part of your business?
Years ago, I learned that the "sexy" part of the magazine business was in new customer acquisition. This is where all the budget went, all the time and all the effort. Yet, all the revenue came from existing relationships. Seemed kind of dumb at the time to follow the same model...
As the years have passed, I've made note of the same pattern in marketing budgets across dozens of companies. The "sexy" part of the business, the fun part, the part that gets all the attention and money is in finding those knew customers...and it's still strikes me as kinda dumb.
If you're working on a billion dollar revenue stream and you've deployed a marketing automation platform like Eloqua, Pardot, Act-On, Unica, SilverPop, Marketo or other similar systems dig into your customer files and put it there...it doesn't take a lot of imagination to discover a treasure trove of opportunity - and big data.
And I do mean big data. Going back to my simple 250,000 customer scenario above, we get to 500M data points pretty quickly and that's not including any of the variables that a sales person brings to the party. Things like tenure, education, language, certifications, behavioral assessment models, compensation plans, etc, etc.
If big data is the next nirvana for business analysis and marketing automation is the holy grail for managing the sales funnel, then bringing the two together is a natural conclusion - although it's not a conclusion at all. Revenue always leads back to existing customers and customers are the golden key to your future.
Dear friends, if you're enamored with big data, then look inside and leverage the dickens out of your marketing automation platform.