Meeting Team Jennifer - A Smart(er) Marketer

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1 {the guide} MEET A SMART(ER) MARKETER WITH icontact PRO

2 Meet Team Jennifer - A Smart(er) Marketer with icontact Pro Jennifer heads up the marketing department at a busy New York publishing company. The company publishes a wide range of trade magazines, websites, and also manages a series of high profile, industry-specific events across the United States. Although Jennifer s marketing team is small, just four people, they consistently deliver a high volume of projects. Jennifer is particularly proud of her team s can do attitude. They are always up for a challenge, pushing the boundaries of resource and budget and delivering multiple projects on time and on target. If Jennifer had to describe her team in just one word, that word would be agile. Meet The Team Jennifer (Marketing Manager): Jennifer s creative vision drives everything the marketing team does. Until fairly recently, Jennifer was also the marketing team s lead designer. However, due to the demands of a busy department (and a C-suite demanding to see real results from every marketing dollar spent), she now increasingly outsources design work to freelance teams and is more frequently drawn into the reporting and analytical side of the business. Analytics isn t something she enjoys, but in her position as the marketing lead, she knows her team s success relies on getting the numbers right. Sarah (Copywriter/Social Media): Sarah can pretty much turn her writing skills to anything. She might not always be an expert on the subjects she writes about, but she always knows the right questions to ask the people who are. One minute she might be writing a punchy subject line or intuitive social media post. The next, she ll be diligently pushing the boundaries of a short deadline, producing a detailed and highly focused industry report. Sarah helps market her company s products and services by solving problems with words. Mohammad (Paid Search/SEO/Analytics): Analytical and creative, Mohammad finds himself pulled into all sorts of projects. Mohammad spends his life deep in data. Sometimes, it s almost as if he knows exactly what people will search for before they even go online. Mohammad also has an eye for detail and is also keen to get involved in the creative process. He particularly enjoys creating landing pages that convert. Mohammad might be quiet, but he knows more about his potential customer base than anyone else in the company. John ( Marketing): John loves and his enthusiasm for the medium rubs off on everyone in the team. He knows his campaigns are the profitable component of everything else the marketing team produces. Despite this, John is often left frustrated waiting Copyright 2015 icontact LLC 2

3 on design and technical resource to roll out new creatives and landing pages. He dreams of a day when his campaigns are only restricted by his imagination. With Mohammad and Sarah s help, John is constantly testing, analyzing, and optimizing various , social media, and paid search strategies together. They work well together because they know that they make each other s efforts shine. A Tight Crew (But It Could Be Tighter) Jennifer s marketing teammates are motivated, creative, and ready to roll their sleeves up and just get on with the job, regardless of budget, deadline or technical resource. But this doesn t mean they don t have their problems. Although the team is tight, the technology they run to manage their campaigns is less so. The team wants to deliver more sophisticated, cohesive marketing strategies, but often, due to the lack of technical integration, they find themselves working in silos and sometimes even competing against each other. Jennifer in particular struggles with this when allocating budget and rewarding success. Their reliance on technical (IT) and freelance support also creates roadblocks, impacting on deadlines and putting additional pressure on budgets. In an attempt to bring the team together and create a single view of the truth, the team has tried several software systems, but have been derailed by overly complex solutions and inhibitive costs. Budgets are tight and Jennifer s marketing team definitely cannot afford to hire an expert just to run their marketing software on top of the additional expense of a new product. Introducing icontact Pro icontact Pro is a new solution designed to help marketing teams like Jennifer s become smart(er) marketers. icontact Pro takes everything that is great about marketing with icontact and enhances it with sophisticated marketing segmentation, marketing automation, CRM integration, and social media management technology. With icontact Pro, Jennifer s entire team can expect an intuitive, easy-to-use product, helping them to become more selfsufficient and agile with great deliverability and amazing customer support. icontact Pro also provides Jennifer with a single view of the truth enabling her to make more informed decisions regarding budget and resource and helping her keep the C-suite and other stakeholders in the business better informed of marketing s successes. Copyright 2015 icontact LLC 3

4 icontact Pro does all this without the steep learning curves and complex technical support required by many other similar marketing solutions. It puts the power to successfully market businesses firmly back into the hands of the marketing department. How icontact Pro Brings The Team Together 1. Workflow Automation: Tailoring specific content to individual subscriber activities and lead scoring criteria allows Jennifer s team to work on creating more targeted and relevant campaigns. Specific workflows can be triggered by various actions such as links, social media campaigns, website engagements, or individual paid search campaigns. Powerful nurture campaigns replace dumb blasts and, as a result, becomes a more coherent conversation. As subscribers become more engaged with the team s marketing content, they are moved upwards in the sales funnel and targeted with a more pressing Call-to-Action (CTA) or presented as a sales opportunity. 2. Lead Scoring: The team is able to prioritize leads and identify hot prospects when they enter the sales funnel based on criteria such as domain name, job title, location, etc. For example a lead from a corporate address identifying a Sales Director could be prioritized and targeted with more direct sales messages than those that offer a more junior title or register interest from a personal Gmail address. Lead scoring helps the marketing team deliver more appropriate content and provide a better service to the commercial departments by helping to identify the companies hottest prospects. Nurture campaigns keep other leads warm or remove uninterested or unqualified parties from the funnel. 3. Landing Pages: icontact Pro enables the marketing team to quickly build and publish their own campaign landing pages which can be used in conjunction with their and social media marketing activities and paid search/seo efforts, helping them to capture leads without the support of a design team or IT resource. The WYSIWYG design tool, already familiar to all icontact clients, enables the marketing team to simply drag and drop page elements, such as logos, images, text, and forms onto a page, which can then be linked to a campaign and published to the web. This means the marketing team is now able to roll out new, fully branded, marketing campaigns to suit their own schedules. Copyright 2015 icontact LLC 4

5 4. Powerful Split Testing: The marketing team is good, but they never rest on their laurels. They know an unopened or a missed engagement is a lost opportunity. Testing enables the team to ensure their campaigns work as hard as they do. 5. CRM Integration: icontact Pro s integration with Salesforce.com enables the entire company to make smart(er), more informed decisions. The sales department is able to see at a glance which marketing collateral prospects have consumed, delivering a better understanding of their interests and position in the sales funnel. The ability to access the company CRM on the road via mobile devices means all employees (no matter how remote) are always up to date with all their clients activities and are able to steer conversations accordingly. 6. Social Media Management: Social media drives much of the traffic that converts to subscriptions and latterly clients. It also provides a highly efficient customer support channel and helps keep the company s brands front of mind. icontact Pro enables the team to manage all of their social media activity from a single interface, saving time and delivering greater clarity to the success of their social media marketing efforts. 7. Marketing Efficiency: icontact Pro allows the marketing department to distribute content more efficiently. Evergreen content is constantly re-used as new subscribers enter the sales funnel, meaning the team s investment in content creation continues to work for them long after its original production. This frees the marketing team up to work on more long-term projects, knowing that new prospects are being catered for with already proven campaigns. Already Smart, Now Much Smart(er) Marketers Jennifer s teammates are already smart marketers. icontact Pro just enables them to become smart(er) by making them more self-sufficient and more focused across communications channels. And should Team Jennifer need any help, icontact Pro comes complete with icontact s award winning customer support, meaning campaigns are never limited by support hours or training costs. Copyright 2015 icontact LLC 5

6 Could You Be a Smart(er) Marketer Like Team Jennifer? Have overly complex marketing systems left you confused? Do you want to deliver smart(er) marketing campaigns without hiring expert help? Would you like to take your marketing to the next level and become a smart(er) marketing organization like Team Jennifer? Call icontact on (877) and ask to see how icontact Pro can help you become a smart(er) marketer. For more info, visit About icontact Since 2003, small and medium businesses worldwide have achieved significant results by turning to icontact s best-in-class marketing solutions and knowledgeable team members. Made scalable to serve the needs of high-volume senders, professional marketers, and businesses new to , icontact s easyto-use technology ensures that every customer has what they need whenever they need it to succeed. Headquartered in Morrisville, NC, icontact is an awardwinning company in the Cision family of brands. Connect with us: Copyright 2015 icontact LLC 6