Marketing Automation deals with technologies that support integrated marketing campaigns.

SharpSpring Social Now Available

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SharpSpring users now have access to a new social media and calendar features.

  • Content Calendar: A bird’s-eye view of your social posts, email sends, and blog articles.
  • Social Posting: Post directly to Facebook, Twitter, and LinkedIn without leaving SharpSpring.
  • Social Listening: Monitor social media activity with customized listening feeds.
  • New Trigger/Filter: Create automations based on when leads interact with your social media accounts.

SharpSpring has updated Lead Scoring and the Life of the Lead to now include social interactions. SharpSpring will be releasing to all clients in a few days.

Ready to learn more? Contact us for a guided walkthrough of these new features.

Understanding Spam in Email Marketing

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email spam

This is a guest post with a backgrounder on Spam and eMail tactics.

email spam

Email spam, or junk mail, is sending and receiving unsolicited messages via email. While most spam messages are actually untargeted promotional emails, a percentage of junk emails also contain disguised links to familiar websites, but which are actually phishing attempts, or host malware meant to infect your computer system. Junk email can also contain scripts or executable file attachments which can then brick your computer, spy on you, or fill your browsers with adware.

Email spam has a long history, first appearing in the 90s, when botnets, which are practically networks of infected computers, began sending unsolicited emails to thousands of people present on their lists. Regardless that since the Internet became a reality, junk email was prohibited, it still represents a practice today. Email spam stands against the ethical principles of email marketing and can often be classified as unsolicited bulk email, which is mail sent in large quantities, or unsolicited commercial emails. Read more

5 Tips for Using HubSpot as a Partner Agency

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5 tips for using hubspot

HubSpot is a premier marketing and sales software platforms for inbound marketing. For HubSpot Partner Agencies, one of the main benefits is that, instead of having various marketing and software systems in place and having to switch between them all, HubSpot allows your business to have a one-stop shop for all of your marketing and sales needs.

However, migrating your existing website and software capabilities over to HubSpot can be tedious at times – albeit rewarding in the end. Once you’ve integrated HubSpot into your technology systems, you have their vast array of features at your disposal.

To help with this process, here are 5 tips for using HubSpot that we recommend for anyone starting out in HubSpot.

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How to Set up a Lead Nurture Program

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You have implemented marketing automation and you are generating some inbound leads. Great!  You have uploaded a database of contacts and these represent even more potential ‘leads’ (in the system). Now you need to manage all these leads. How do you convert them into subscribers and real sales leads?

lead-nurture

Of course, only a handful of leads are likely to become MQLs – Marketing Qualified Leads ready for sales engagement. Also, sales will likely want to send some MQLs back to marketing for more nurture. You need an approach to manage all the leads and contacts in your marketing database and start to nurture them into sales ready MQLs.

How do you set up a lead nurture program to generate more MQLs?

The answer is simple segmentation. Tackle this in three simple steps:

 

1. Define your buyer personas. Start with a few (3-4 perhaps) and build from there if needed. Personas could represent your typical economic buyer, technical buyer, business decision maker and influencer.  Focus on personas that would likely value different types of content and messaging from you at a different cadence. Some marketing automation solutions will automatically generate lists based on the persona and corresponding drop down self-selection fields that new prospects can complete to self select one of these persona segments.

 

2. Define your custom fields. This is an important step to ensure the database has the parameters you need based on your specific business. Of course, the more data fields you track, the greater the segmentation options, but the harder it is to maintain and complete profiles for each contact.  Data fields (custom and standard) may include things like business function, industry segment, personal contact status, interest areas, client status, partner, analyst, consultant, etc. You can also use existing analytics, like behaviors (interests) and lifecycle stage to help further create target segments and lists. All these existing and custom fields will allow you to build highly targeted lists for nurture campaigns and sales focus.

 

3. Build a matrix of segments to nurture campaigns. Now you can create a set of segments using the personas and appropriate custom fields. These segments can each receive different engagement campaigns. Campaigns can be set up along the customer journey;  for example awareness stage, consideration stage and decision stage campaigns. Another campaign archetype could be general company news and updates. Build your matrix to define which segments gets which campaigns and agree this with the sales team.

 

Now that you have the database set with personas and custom fields, you can run queries and build targeted lists for specific sales / marketing campaigns and follow-up. Of course, the process between marketing and sales must be highly collaborative. You can answer a range of queries that may trigger a targeted campaign or sales prospecting follow-up, e.g.:

  • Who has visited the site and registered in the last 2 weeks ?
  • What people that we know, have we not reached out to in the last 8 weeks ?
  • Who made an initial visit to our site and returned n times to download what?
  • Who do we know at XXX Company?
  • How many [sector] contacts visited/registered/ and downloaded the Infographic or eBook?
  • Who has responded to our initial message?
  • How many contacts do we have in Segment A?
  • Who visited our site and registered – but we have not followed up with?

Contact us know if you want to discuss nurture strategies in greater detail.

 

Closed Loop Marketing with Automation

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SharpSpring Partner

If your company were a living creature, Sales and Marketing would be two specialized vital organs that need to work together to sustain and grow your business. Lack of communication or coordination in these essential areas can hinder your company’s growth or even cause it to wither. To work effectively they need an integrated and streamlined process to keep your company healthy.

Closed Loop Marketing Architecture™

At Revenue Architects, we’ve developed a Closed Loop Marketing Architecture™ to provide a blueprint for revenue marketing and aligning marketing and sales. It’s a continuous process that delivers tailored omni-channel experiences that engage customers and drive conversions. By ‘closing the loop’, sales and marketing align around the end-to-end customer lifecycle and campaigns are measured for total revenue impact.

This blueprint enables businesses to refine their marketing strategies based on data that is managed and analyzed to provide much needed insights into your prospects and the customer lifecycle.  Many businesses perform these same tasks internally with various teams, or pay for multiple services — like e-blast platforms, CRMs, lead tracking, etc. — but often these methods, which don’t ‘close the loop’, waste valuable resources and lead to incomplete or ineffective results.

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