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2 Table of Contents Executive Summary 3 Part One: Lead Management Lead Gathering 4 Lead Nurturing before you have Permission to 6 Lead Nurturing using 7 Delivering qualified leads to sales 9 New Customer Acquisition 10 Part Two: Customer Nurturing Welcoming New Customers 11 Nurturing to increase customer retention 12 Customer cross-selling 13 Swiftpage Connect Glossary 15 About Swiftpage Connect 17 2

3 Executive Summary Automated marketing is a common, well-utilized tool in the enterprise marketplace. As a small business owner, you do not have the time or the expertise to launch a complicated marketing system that is normally managed by an entire department with seemingly unlimited resources. Swiftpage Connect conducted an Automated Marketing survey that polled our small business customer base. When asked if they knew what automated marketing was, only 43% responded yes. Yet, when asked about their business marketing needs the most common answers were to nurture leads, gather leads and nurture customers. In order for you to be successful in promoting your products or services to new leads, prospects and existing customers, you need a level of automation that saves time, money and eliminates the need for additional personnel. Marketing Needs Marketing Needs 75% 68.7% 62.5% 50% 37.5% 25% 6.25% To nurture leads To gather leads To nurture customers To welcome new customers To put on an event To announce product updates Other The keys to small business automated marketing: Ease of use You should be able to drop in your target list and know they will be receiving the right messages at the right time. Inexpensive A dollar spent on one initiative means a dollar not spent on another. You need to maximize every dollar that leaves your company doors. Support for all list sizes Your targets are laser-focused. You need the ability to send highly relevant messages to a well-defined group as well as general messages to a broader group. Pre-packaged content You need a solution that saves you time, not one that costs you time. An automated marketing solution that can provide these key requirements allows your small business to focus its limited resources and achieve maximum results. In this whitepaper we will walk through every aspect of lead management, from lead gathering and nurturing to handing leads off to sales and new customer acquisition. We also want to reiterate the importance of customer nurturing and offer practical examples on welcoming new customers, increasing customer retention and customer cross-selling. We hope this information is helpful to you and your business. Feel free to contact us with any questions at (877) or at 3

4 Part One: Lead Management k Lead Gathering Before you can nurture leads, you must gather them. How does a small business generate leads inexpensively? The starting point is to have a place on the website that extends your company s benefits and allows the viewer to request more information via web form. You can also motivate current customers to refer new leads with incentives. If your budget allows, purchase lead lists and use paid advertising (such as paid keywords) to drive traffic. According to Econsultancy.com s Online Lead Generation (B2C) Report 2009, the greatest benefit found from lead generation is the ability to increase prospect list and customer base. In fact, 65% of respondents said their use of online lead generation has increased in the last year. Additionally, 88% of responding organizations said that lead generation will become more important to their organization over the next 12 months % of Swiftpage Connect customers polled in the Automated Marketing survey stated that gathering leads is one of their greatest marketing needs. Ways to Take Action: k Website With Swiftpage Connect you can provide a link to a landing page you created or include a web form on your website that allows people to ask for more information about the company s products or services. Ask for their name, address and phone number. Also, ask them if they want to be called by a sales person. You can use the Swiftpage Connect s Survey tool to create this landing page yourself. With Swiftpage Connect you can provide a link to a landing page you created or include a web form on your website that allows people to ask for more information about the company s products or services. What elements should you consider when creating a landing page? No matter where a person clicks through from in order to your landing page (advertisement, social media link, direct mail, website homepage etc.) the messaging and overall look must be consistent. You also need to make sure to offer something more more benefits, more education, more action. Catchy headlines are a great way to spark interest and preface the benefits you have to share. The consumer touch point or call to action is the single most important part of a landing page. Pay close attention to where your call to action is 4

5 located and make sure it has the prime real estate on the page. It should be where all your content is pointing to. Networking - Collect leads at a networking event and enter them into your database. One way to do this is by putting an offer on the back of your business card to sign up for your newsletter. Referral Send an blast to your current customers with an incentive if they refer you. Include a form in the that allows the customer to enter contact information for the new person they are referring. The incentive could range from a dollar prize, a gadget of sorts (ipod, ipad, Kindle, Flip Camcorder, etc.), or discounted product or service. You can also make it a competition, rewarding customers on the number of referrals they gave in a given time period. Purchased List Purchase a list from a list provider, such as Hoovers, with a demographic that you are interested in. Remember, you must gain permission to this list. Do this by importing the purchased list into your database and create a direct mail or telemarketing campaign that directs the recipients to a landing page with an opt-in survey form or simply ask for permission to over the phone. (See below: Lead nurturing before you have permission to ). Desired Results: A group of new leads in your database that have requested a call from sales. Make sure your sales team follows up with them right away. A group of new leads in your database that need to be nurtured. (See below). 5

6 Lead nurturing before you have permission to Swiftpage Connect has a no tolerance SPAM policy that not only covers the stipulations of the Federal CAN- SPAM Act, but also requires all addresses are permission based. Permission based means that addresses have been gathered by means of direct opt-in. This means that individuals you are ing must have directly requested information from you or your company. Print and Telemarketing (B2B only) are the best methods of communicating with a lead until he/she is interested enough to engage in a less expensive relationship. Never send a marketing to a lead before you have permission. Not only is it illegal, but it will turn off your lead. Ways to Take Action: Perform a look up in your database to create a target list of leads that you do not have permission to . Contact the lead through direct mail. For example, send a postcard to your targeted list that features your product or service. Within the marketing piece include a call to action that instructs the recipient to visit the landing page that extends the message and includes a web form to gain permission to or to purchase. and/or Make a profiling call to the lead. Find out if they want to be contacted immediately by a sales person, or if they want to be sent more information via . Desired Result: Have a list in your database of leads who want to be called immediately. Make sure that your sales team calls them in a timely manner. Have a list of leads in your database who have asked for more information. This gives you permission to send them . Create a series of automated marketing messages that educate your new prospect on the benefits and usage of your product or service over time (see below: Lead Nurturing Using ). 6

7 Lead Nurturing Using According to Swiftpage Connect s Automated marketing survey, is the most common marketing medium to use % of the survey participants said it was their number one form of communication % Preferred Marketing Medium 43.75% 31.25% 31.25% 25% 25% 18.75% Direct Mail Generated Call Lists Landing Pages Telemarketing Other Surveys/Web Forms How can we utilize marketing to nurture leads efficiently? Ardath Albee of Marketing Interactions says that it is essential to create marketing assets that will generate interest at every stage of the buying process educational content at the beginning of the process and solution-oriented content for later. Deliver a sequence of s that will educate the recipient of the product or service over time. Have the sequence present a call-to-action such as: request a sales call, download a free trial of your service or purchase online. Each should include a link to either fulfill the action or a landing page that furthers informs them on it. If the content and links are effective and action driven, your prospects will turn into qualified leads and your leads into customers. Ways to Take Action: Develop a sequence of marketing messages that will educate your leads about the product or service over time. An automated marketing sequence over a 30-day period: - 1 (Day 1) An introduction to your product or service sharing the basics - 2 (Day 15) An overview of the benefits you provide - 3 (Day 30) A final push, summarizing your previous s and emphasizing a call to action **remember to include an enticing call to action, both in text and graphic in each . For stage four of your automated marketing sequence, generate a priority ranked Call List based on the interaction each lead had with the campaign. 7

8 Desired Results: Have educated and interested leads on the features and benefits of the product or service. Provide sales with a ranked Call List of interested leads. Make sure your sales team follows up with the hottest leads soon as soon as the list is generated so that your company remains top of mind to the qualified lead. Leads purchasing on-line at any stage of the campaign as result of the call to actions in each . 8

9 Delivering Qualified Leads to Sales Finding the balance between a sales person s methods and the prospects needs are tricky. Many factors are involved in moving a prospect to become a customer. The factors that turn off a lead include contacting them too much and the lack of knowledge a salesperson has about their products or those of their competitors. This is why qualified leads are exactly what salespeople need. With automated marketing the leads have been qualified by one of the following: Call Me Now: These are the leads who have specifically requested to be called via , website, landing page or a telemarketing survey. This data can be automatically copied back into your database for proper follow up from your sales team. Call List: Through reporting and tracking, s generate a scored response of who is the most interested in the offering. The score is based on open and click data accumulated over the different s that were sent. The scored Call List is transferred into your database and can be distributed to the sales team. The sales team can then divide and prioritize their calls based on score. (This specific process can be done using Swiftpage Connect Drip Marketing or manually with filter and sign in the Swiftpage Connect Call List). Ways to Take Action: Use your database to look up who has requested an immediate call from a sales person. Make sure your sales team calls them first. Call your hottest leads based on the Call List you generated. Desired Results: The sales team is talking to leads who have said, Call me now. These leads are highly qualified because they want to be followed up with regarding your offering and have a very high potential of making a purchase. The sales team is calling the most interested leads based on score data. They have a greater chance of closing the deal with these leads because they already have x amount of information about them before they even pick up the phone. 9

10 New Customer Acquisition Each lead may have their own purchase process cycle that does not always match up with a company s lead nurturing process. Most company s marketing processes only focus on new leads. With automated marketing, it is easy to maintain a relationship with old leads until they are ready to move forward. Developing a sequence of marketing messages that informs the old lead about the industry, latest products and new services over an extended period of time keeps your company top of mind when the time is right. An example is a monthly newsletter. Ways to Take Action: Establish a series of marketing messages that send informative s to the lead overtime in the form of a newsletter. This can include product information, company and/or industry highlights, promotions customers can take advantage of and educational content that will benefit your customer s needs. After a certain length of time, follow up with the olds leads in a more personal manner. Make your message look like you are only sending it to a single person. You can do this by only using plain text and including mail merge fields that allow you to personalize the message (i.e. Dear [[First Name]], Sincerely, [[SPEAccount_First Name]]). Reintroduce yourself and the benefits you have to offer but do it in such a way that emphasizes their needs when it comes to your services. Desired Results: When the lead is ready to learn more they will fill out the form for more information or purchase online. A Call List is created to show the Old Leads that are the most interested. The sales team can then place a call for those that are active. Your integrated database allows the salesperson to see who has been previously called and if someone has already purchased, so they do not make unnecessary calls. Leads purchase the product or service. 10

11 Part Two: Customer Nurturing k Welcoming New Customers You have successfully pursued your leads and they have thanked you by committing to your company. You worked so hard to create marketing messages that educated your leads on the features and benefits your product or service has to offer, but your hard work is not over. New customers may benefit from learning about the company and product or service that they just purchased. An educational and solution oriented automated marketing campaign will walk them through key features. In turn you can cut down on customer support activities and you have new customers that know they are valued and respected. Ways to Take Action: Establish an automated marketing campaign that sends a series of solution oriented s to the customer about the product or service that they have purchased. An automated marketing sequence over a 30-day period: - 1 (Day 1) A thank you and introduction to getting started with your product or service - 2 (Day14) Some quick tips and list of resources to put your product or service into action - 3 (Day 30) A link to a helpful tutorial and more helpful hints Desired Results: You will have a more informed customer with a positive start-up experience. Ultimately, the customer will be better trained and require less customer assistance. You have gained their trust and have the opportunity to cross-sell your products with ease (see below: Customer Cross-Selling). Your new customers will become evangelists of your product or service. 11

12 Nurturing to Increase Customer Retention According to the Automated Marketing survey 50% of the participants said their greatest marketing need was nurturing customers. It is widely known that, customer retention is much cheaper than gaining new customers. The marketing and support expenses associated with a current customer are minimal compared to the expenses of pursuing a new customer. Keeping your customers happy and satisfied with your product or services will be a money-saver for you in the long run. With automated marketing integrated within your database, your small business can communicate more often and more effectively to maintain a positive customer relationship. Ways to Take Action: Use your database to look up customers and create an automated marketing campaign that includes a series of solution-oriented s specific to their products or services. Ardath Albee of Marketing Interactions lives by a Rule of 5 for content creation and marketing. The rule suggests that you repurpose content to be consumed in various ways, so you can always reach who you want while staying relevant and adding value. This means you don t have to rack your brain to try and come up with new content specific to your customer. Instead, you should find new, valuable ways to use the content you have already. Create a landing page and reference it within your to communicate a deeper level of detail, tips or strategies for use on your product or service. Create a survey that asks for customer feedback. Make it simple asking questions such as how they rate your product, customer service or overall company. It is also good to add an additional comments section so that your customers can share freely their comments and concerns. You can add a link to a survey in your newsletter and your integrated database will store the valuable survey feedback for each customer. You can also refer to your database to send relevant information to that person based on their purchase and usage history. Desired Results: Maintain a relevant relationship with the customer, informing him/her about important industry and product issues. Gather customer feedback using a survey. It is important that you do your best to address the questions, comments and concerns that are raised. By doing this, you relay to your customer base that you care what they have to say and that your respect their opinion. 12

13 Customer Cross-Selling Customer cross-selling is another way to increase the value of customer retention. You can use an automated marketing process to communicate new products or services to the correct audience at the correct time. Focus the messaging on the increased benefits the cross-sell promotion can offer your customer. Pay attention to the cross-selling opportunities that arise naturally. For example, if someone has a basic version of your product and you notice they are in need of more involved features, offer them the advanced version of your product to solve their need. By providing different price points for a specific product, determined by benefits, you create greater value with a greater price making a purchase much more beneficial to the customer. Make sure that you always stay relevant with what you are cross selling. The more you know your customers the more you will know what other products would benefit them. When a recipient continually clicks on a specific link within an make sure you take notice and follow up accordingly. The most important aspect of cross-selling is making sure your approach is built around serving your customer s best interests. Always instill the value an additional product has to offer and how it may solve the customer s problems. Other ways to take advantage of cross selling includes offering recommendations by people based on their previous purchases. Amazon is a great example of this. When you purchase an item at Amazon, the site automatically recommends a list of items purchased by people who bought the same item you purchased. Ways to Take Action: Use your website as a tool to cross-sell, continually educating your customers on the value and variety your business has to offer. Determine which products or services pair the best. Use your database to lookup the customers that fit the cross-sell criteria. These would be recipients who interact with your campaigns frequently and show a pattern of interest in a specific area of your business. Load your database group to an automated marketing campaign focused on a series of marketing messages that provides the benefits of the additional product or service. An automated marketing sequence over a 30-day period: - 1 (Day 1) Specific Product or service updates including additional products that would be further the product or service (Day 14) Benefits of the additional products and how they would solve your customer s problems (Day 28) Resources and education focused around additional products that could further the product. - Call List (Day 30) Follow up with those who showed interest in the cross-sell opportunity from all s combined. 13

14 Desired Results: The sales team is calling the most interested leads based on score data. Your database allows the salesperson to see who has been previously called and if someone has already purchased so the salesperson does not make unnecessary calls. Current customers purchase the new product or service and further increase customer retention. 14

15 Swiftpage Connect Glossary Automated Marketing: Marketing campaigns that release and progress almost without human intervention. See Drip Marketing for a more detailed definition. Call List: Creates a prioritized list based on interaction. The Swiftpage Connect Call List is a ranked list of the hottest to the mildest contacts based on a score of opens and clicks. Multiple blasts can be used to create the score. Call to Action: Words or graphics that urge the recipient of a sales message to take immediate action, such as "Write Now," "Call Now," "Click Here, etc These words can stand alone or be part of a graphic such as button. Customer Acquisition: The process of managing prospects and inquiries, generally generated by a variety of marketing techniques. It is the middle man between advertising or lead generation and customer relationship management. Drip Marketing: Swiftpage Connect Drip Marketing manages the process of delivering on-going communication via , print and telemarketing over time. Swiftpage Connect Drip Marketing is integrated into several CRM solutions including ACT! by Sage, Sage Saleslogix, Sage CRM, Excel and its own hosted version, Swiftpage Connect. It allows for all of the activity of the Drip Marketing stages to be copied back into the integrated database history. A dynamic group created in the database can be synced to the Drip Marketing database before a Drip Marketing stage is executed. Federal CAN-SPAM Act: A law that sets the rules for commercial , establishes requirements for commercial messages, gives recipients the right to have you stop ing them, and spells out tough penalties for violations. Landing Page: The page that appears when a potential customer clicks on an advertisement or a promotional link in an . The page will usually display sales copy that is a logical extension of the advertisement or link. Swiftpage Connect has a landing page creation feature. A landing page is commonly placed in print pieces as a URL, given out on telemarketing calls and can be linked to from any . Lead Generation: The creation or generation of prospective consumer interest or inquiry into a business' products or services. Leads can be generated for a variety of purposes - list building, e-newsletter list acquisition or for customer acquisition. Lead Nurturing: A process by which leads are tracked and developed into sales opportunities. Lead nurturing usually begins with an unqualified lead that is entered into one s database. The database with an integrated service provider, like Swiftpage Connect, is then used to send offers to the suspect to which they respond. Through direct mail and calling before you have permission to . Then with also once permission is received. Leads are categorized based on their behaviors and subsequent offers are made based on that categorization. Leads either move into the next step in a sales process or are set aside for future development/nurturing. Purchased List: A list of contacts (by demographic, industry, or any other individual/company characteristics) your purchase from a list provider, such as Hoovers, to gain qualified leads to follow up on. Remember, you cannot send to these leads until you have gained permission. Qualified Lead: A sales prospect whose potential value has been carefully evaluated through research 15

16 Surveys (and Web Forms): Surveys are a set of questions that are used to gain someone s contact information, gauge customer satisfaction, register for an event and more. Swiftpage Connect provides the ability to create surveys and web forms. The survey/web form can be linked to, from or within an or embedded on a website or landing page. When someone submits the survey form, the information is entered into your integrated database as either a new contact or updating the data of an existing contact. The Swiftpage Connect Survey can then automatically load the contact into a Swiftpage Connect Drip Marketing campaign. Telemarketing: A method of direct marketing in which a salesperson solicits to prospective customers to buy products or services, usually over the phone. Swiftpage Connect offers a Telemarketing stage as part of their Drip Marketing tool. It is used to place a profiling call to gauge interest in the company s products or services. The telemarketing caller places the call with a telesales script and fills out a Swiftpage Connect input form. The form is copied back into the integrated database. If the result is voic then the operator can leave a message to go to the company s landing page that describes the product or service. On that landing page, the lead can fill out a Swiftpage Connect Web Form with their contact information. Swiftpage Connect can provide a telemarketing vendor or provide the list in CSV format for the company to make the calls internally. 16

17 About Swiftpage Connect Swiftpage Connect is a subsidiary of Summit 5, a software development company, whose founders have a passion for changing the way people communicate. Swiftpage Connect was designed to make marketing one of the most cost-effective tools in a company's arsenal, simple and accessible to individuals and organizations of all types and sizes. Since its inception, Swiftpage Connect has helped thousands of for-profit and non-profit organizations create, send and track the performance of campaigns. In addition to it s standalone on-line service Swiftpage Connect is the first server-based management system to be fully integrated into ACT!, the leading contact management system in the world. Swiftpage Connect takes performance, security and reliability very seriously so that our customers will have the highest possible up time. Our servers are hosted by Viawest, a co-location company in Denver, Colorado. Internet connectivity is provided by separate backbones from separate carriers assuring that your Swiftpage Connect system is always online. In addition to the state-of-the-art technology infrastructure, Swiftpage Connect prides itself on the highest level of customer support. 17

18 Site Index Swiftpage Connect Drip Marketing - Econsultancy.com s Online Lead Generation (B2C) Report - Deliverability Details - Ardath Albee of Marketing Interactions Swiftpage Connect s Direct Mail Services - Swiftpage Connect s Telemarketing Services - Hoovers 18

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