5 Email Marketing Mistakes to Avoid

 

 

 

Sometimes, companies make costly mistakes when emailing their customers. These can vary from minor typos to major emails being sent out to the wrong customers. Mistakes like these can lead to emails being sent to spam, businesses not taking them seriously, or email systems blocking them from emailing the company altogether. We’ll review five email marketing mistakes to avoid and how they could be impacting you today.

 

Not Personalizing Content

 One mistake that companies make is not personalizing their emails for their customers. They send out generic copied and pasted email content from inside their system. Customizing email marketing for each customer has many benefits for clients, it shows that you’re dedicated to working with them by spending the time upfront to know their business. It also reassures them that you pay attention and really cares about their needs and how your company can ultimately help them.

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Not Optimizing for Mobile

Not optimizing your emails for your mobile customers can result in unread emails. According to Invespcro, “More than ⅔ of emails are being opened on smartphones and tablets” and “75% of smartphone owners use their mobile devices to check their emails”. Like the statistics state, a large portion of customers open and respond to their emails from their phones and not optimizing them to fit for mobile would be a mistake in itself. If emails are opened on mobile and they don’t render well within a few seconds, the customer is onto the next one. 

 

Not Updating Records

Another common mistake is using an old contact list instead of an updated one. Try to keep email lists up to date and routinely clean out the contacts that aren’t engaged with you anymore. Sending emails to old contacts can hurt your email sending reputation, causing future inboxes to flag your emails as spam and negatively impact your deliverability rate. As a marketing best practice, never send content from your marketing automation system to purchased lists. The list could be years old and if you send an email out and 80% hard bounced due to incorrect, or old, email addresses, your system could be shut down. 

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Poor Subject Lines

Having poor subject lines in your emails can make or break whether or not your customers open them. According to Business News Daily, “the average open rate for emails across all industries analyzed was 20.81%. It’s hard to get consumers to open your emails, and bad subject lines can wreck your chances of boosting your open rate.” Most subject lines should be under 60 characters. People tend to open emails that have a simple, yet knowledgeable subject line. Using relatable wording for different companies can make all the difference as well.

 

Not Paying Attention To Spam Best Practices

There will be times where emails won’t be properly delivered. This is because of the customer’s inbox putting your emails straight into the spam folder. A couple of reasons why this happens comes from not including a physical address in the email, or if you use words that are usually linked to spam content. If you’re curious about whether or not your emails will be marked as spam there are tools, such as Salesforce Pardot, that can help give you feedback on if your email would be spam, and how to fix them if so.

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All of these email marketing mistakes are common, but can easily be avoided if you follow best practices. Being too pushy, emailing un-opted in leads, and sending irrelevant content are also best practices to be aware of. Here at Corrao Group, we are trained in Salesforce Pardot and will help you enhance and maximize all of your marketing emails. If you’re interested in working with us, please feel free to visit our website, and sign up for our newsletter too. Hope to see you there!

6 Reasons to Use Video in Account-Based Marketing

Videos work because it helps companies stand out from their competitors; they grab the viewer’s attention in a way that a simple email cannot.

B2B companies are seeing higher ROI with Account-Based Marketing tactics (ABM) than they are with other marketing initiatives. Incorporating video technology into one’s ABM program can only boost its success. While those extremely nice and ground-breaking videos we see from Nike, Apple and others are amazing, even simple videos of a rep at their desk can boost ABM efforts. These videos work because it helps companies stand out from their competitors; they grab the viewer’s attention in a way that a simple email cannot. In addition to standing out from your competition, here are six reasons to use video in your ABM efforts:

1. Videos Boost Conversions and Sales

Having a video on your landing page can boost conversions by 80%. With vision being the most dominant sense, it’s not surprising. For sales, 74% of users who watched a product video ended up buying something. In today’s digital world, videos are outperforming white papers and enhancing landing pages to give the customer an easier experience.

2. The ROI is There

83% of businesses report that video provides great ROI. Whether the video’s quality is at the scale of Nike, or a simple product demo, it pays off. As technology advances, editing tools are getting easier to use and more affordable. Companies that don’t have experience in video marketing can easily get involved and start today.

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3. Video Marketing Saves Time

Consumers are smart, and they know downloading a white paper means going through a sales demo at some point. They also know that it takes time to read and digest the content as the content tends to be more sophisticated than that of video. Showing a video helps viewers learn all they want about a company/solution if the video does the job right.

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4. Provides Confidence and Validation

If the cost is large enough, the buyer will have to put their reputation on the line to justify it. Having a case study video testimonial will help the buyer, and their company feel more confident in your solution. Videos are also easier to share and don’t require additional information as white papers tend too.

5. Videos are Easier to Digest

In your busy workday, can you afford to spend 15 minutes reading a white paper, or would you rather watch a 3-minute video to obtain the same info? The average viewer retains 95% of info they watch versus the 10% when they read. Multiply this a few times because your colleagues will be reading/watching this content and it all adds up.

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6. Communicates Emotion

A personalized video goes a lot further than a white paper, especially when it comes to first impressions. Emotions play a part in making decisions, and personalized videos can build a relationship. When the buyer narrows their choice down to two solutions and can’t decide on which one to choose, having that relationship is going to be the difference-maker.

Anyone can start using video marketing in their ABM strategy as soon as today! Recording a video containing content that would typically be copied and pasted into an email can be your simple start. Don’t have an ABM strategy in place yet? Don’t worry, it’s not required to use video in your outreach. If you’d like to start Account-Based Marketing, take a look at our 5 tips to get started blog post. Visit our website and contact us today if you’d like us to help run, or assist your marketing efforts through our digital marketing agency. We provide marketing services of all kinds, including content creation, paid advertising, filling funnels, and much more.

Top 10 Digital Marketing Terms You Should Know

When starting a new digital marketing presence, a strong foundation is crucial. We’re here to help you understand the most fundamental, but important terms out there. These are the top 10 digital marketing terms you should know.

B2B vs B2C

B2B and B2C are very similar, B2C is business to consumer and B2B is business to business. For example, a B2B company is Microsoft, selling software and electronics to other businesses. B2C is more like Apple, where instead of marketing their products solely to companies, they target and sell them to individual consumers.

A/B Split Testing 

A/B split testing is when you would like to test if one version of your asset outperforms another, similar version. For example, version A of a landing page could have a form at the top of the page where version B has the form at the bottom. Test the pages for a month to see which one outperforms the other, and then stick with it! Changing the text or picture an asset can make all the difference. The more assets you have out there, the more feedback you’ll get on how to create the best version of it.

CTA

CTA is your Call to Action. Usually, a button or next steps that will either give the customer the option to buy a product, give their email, or any other activity that gets the customer involved with you. It should be the biggest and boldest part of your page, it should draw the attention of the customer when they first log onto the page. When a customer first lands on the page and sees the CTA they should want to click on it and see what they need to do to get involved. Creating CTAs comes from asking, “what do we want the viewer to do after reading this?”

Hard Bounce/Soft Bounce 

Hard Bounce is when you email certain customers and the email wasn’t delivered due to a particular reason. The email address might be wrong and have a typo or the recipient could have left the company. Soft Bounce isn’t as bad as Hard Bounce, all this means is that the recipient’s email is full and can’t hold any more emails or the email was too big. If this continues and emails keep getting soft bounced, some systems may mark it as a hard bounce.

CTR

CTR, or Click-Through-Rate, is a statistic that measures the number of times your ad will appear on a site whether or not the audience sees it or clicks on it and also can apply to emails as well. It is comparable to the term “reach” which measures how many people can see your content and impressions, and see how many times your ad/content was displayed. These impressions help build your company’s brand.

Buyer Persona 

A Buyer Persona is a very important part of the sales and marketing process. It gives you the bigger picture of the potential customer you’re working with. This includes the customer’s name, age, interests, pain points, buying tendencies and anything else that would give you an advantage over other competitors trying to gain them as a customer. Use these to help your marketing team write content on how your solution will solve their pain points.

SEO 

SEO is another name for Search Engine Optimization. It is the organic way to move your site to the top of the search engine. In other words, getting to the top of Google’s search results. There are many parts to the SEO such as targeted keywords. These words will match the ones that customers are typing into the search bar giving you an advantage over the companies that don’t have any keywords, bumping you to the top.

PPC

PPC, or Pay Per Click, is similar to SEO in some ways. With PPC, you pay Google to sponsor your ads, making them appear more frequently than others. The more money you give, the higher you’ll be put at the top of Google results. To get more clicks to your website, you’ll want to create ads with the keywords you want to be associated with, small sentences, a picture and maybe an extension like an email to a certain department or the company phone number. 

CPA

CPA, or Cost Per Acquisition, is used to determine how much you’d need to spend to acquire a new customer. The way this is done is by dividing the total cost of your campaign by the total number of conversions. This part is important because it shows how much you are spending on a single conversion. If the cost is too high, try to brainstorm ways to rewrite your marketing campaign.

Hopefully, you’ll be able to walk away from this knowing some vital digital marketing terms to help further your marketing experience. These are digital marketing terms that everyday marketers deal with and know how important they are to be experienced in them. If you have any questions or want to get in contact with us to, please feel free to visit our website and reach out to us. Hope to hear from you soon!

 

Salesforce Summer 19′ Release Notes Features

Going through every little detail of the Salesforce Summer 19’ Release Notes can be very time-consuming. We’ve decided to highlight the most popular features that have been circulating with a description and a benefit for each new release.

It’s important to note that most of these newly released features are only available in Salesforce Lightning and not Classic.

Sales Cloud

Pardot Einstein Campaign Insights

  • Description: Einstein currently gives you essential statistics and insights on how your campaigns are executing. You can discover more insights from Einstein for other marketing assets like prospect details, list emails, engagement, and marketing forms. Linking Pardot with Salesforce will enable you to keep every one of your records in a single spot.
  • Benefits: Helps marketers analyze buyer behavior, dissect data, and find similarities of what your prospects share to maximize your campaign effectiveness.

Salesforce Summer 19' Release Notes Einstein insights example of high engagement

Einstein Activity Metrics

  • Description: When you click on an Opportunity, you can now view the last email date and the Einstein score of the Opportunity. In the reports tab, you can see who has been active and who needs your recognition.
  • Benefits: Activity metrics in Sales Cloud makes it easy to get a complete view of all activity so that your sales team can know how to prioritize their time with their customers and prospects.

Einstein Pricing Guidance

  • Description: When Sales reps add a product with pricing guidance to their quote, they can view the suggested target, norm, and floor discount amounts. If the representative chooses the target price, Salesforce CPQ applies the fitting discount to the quote line.
  • Benefits: Helps your sales team close deals by providing them with pricing guidance based on historical deals and product pricing trends.

Salesforce Summer 19' Release Notes Einstein pricing guidance with target, norm, and floor.

Salesforce Milestone Confetti Celebration

  • Description: Sales will drop virtual confetti across the screen when reps reach a certain milestone.
  • Benefits: A fun feature released by Salesforce to help your team celebrate success.

Salesforce Summer 19' Release Notes Confetti celebration for milestones

Visit our Sales Cloud services page to learn how we can optimize your sales processes.

Service Cloud

Field Service Lightning: Dispatch Console Enhancements 

  • Description: Schedule a service appointment by dragging it from the map onto a service resource’s schedule in the Gantt.
  • Benefits: Faster schedule and dispatch jobs right on the map and view long-cycle jobs by month directly on the Gantt.

Salesforce Summer 19' Release Notes dispatch console enhancements

Marco Enhancements

  • Description: Be more productive with smart macros in Lightning Experience that include conditional instructions.
  • Benefits: Increase employee productivity by automating routine tasks based on a set of conditions and criteria. Adding expressions into the builder will help specify steps, timing, and streamline macros.

Digital Engagement: Agent-Initiated Messaging

  • Description: When an issue needs additional examination, agents can leave the messaging conversation to find the solution. Then, return to restart the conversation. Agents can now connect with customers via SMS.
  • Benefits: Resolve customer problems faster than ever. Replies become automatically routed back to the same agent every time.

Visit our Service Cloud services page to see how we can hep improve your service department.

Marketing Cloud 

Marketing Cloud Integration with Google Analytics 360 Enhancements

  • Description: Create IDs between Google Analytics 360 and Marketing Cloud for a single user. By linking these two IDs, you can build audiences based on Google Analytics data for web and mobile app activity, email engagement, and offline behavior.
  • Benefits: Capture the customer’s behavior and actions like goal non-completes, page exits, browse abandons, and search abandons.

Salesforce Summer 19' Release Notes with example of marketing cloud integration with Google analytics 360

Advertising Studio Integration with Google Customer Match

  • Description: Users can now match their data to Google with more than just email. Now you match mobile ID, phone number, address, and user ID.
  • Benefits: Increasing match rates, and make your marketing work for you. With more attributes added, customers have an increased chance at achieving higher match rates, and ultimately, a greater return on ad spend.

Einstein Engagement Frequency

  • Description: Maximize customer engagement by pinpointing the right number of emails to send over a time frame. If you send too many emails, you can risk wearing down the customer. Send too few, and you might miss out on a sales opportunity.
  • Benefits: Einstein Engagement Frequency addresses these concerns by discovering the best email frequency range to meet your goals with your customers or subscribers.

Visit our Salesforce Marketing cloud services page to learn how we can help customize your marketing content for your clients.

Salesforce Summer 19’ Release Notes in Conclusion

The Salesforce Summer 19’ Release Notes does bring exciting new features for Salesforce employees and customers. However, for the customers that are still using classic could be in trouble.

Lightning does need to be activated to maximize the Salesforce Summer 19’ Release Notes. Lightning will be enabled for all users coming this October. In addition, we do offer services to help you with your transition.

Sources

Salesforce.com

Salesforce release notes

Salesforce release notes images

ABM for Beginners – 5 Tips to Get Started

It’s well known that 87% of B2B marketers agree that ABM delivers a higher ROI than any other method (ITSMA). The next question everyone asks is, “where should I start?” ABM for beginners is a complex strategy, and newcomers can quickly become intimidated by the time and effort it takes to run. The truth is, even a company with 10 employees can successfully execute an ABM strategy. All it takes is knowing how to start correctly with a solid foundation. Businesses just don’t start ABM with 200 accounts on day one; they start out with a few accounts, show ROI and success, correct themselves, and continue to scale. ABM for beginners starts with building the right team.

1. Form the Team

An ABM strategy is only as great as the team that develops it. It’s pivotal that ABM teams are built correctly with the right people. They will be responsible for defining the goals and KPIs, developing the strategy, and executing to produce results. There is no magic number for the right team as it varies based on the company’s size. Recommended team members include the heads of Sales and Marketing, including those involved with content strategy, technology management, and media managers. Once the team is assembled, it’s time to decide on who your customers will be with your ABM strategy.

ABM for beginners forming a team at the office

2. Identify Target Accounts

With hundreds and even thousands of accounts on file, is there a trick to pinpointing the ones that would provide the highest chance of ROI? There is, creating your Ideal Customer Profile (ICP). An ICP is a description of a company that is the perfect fit for your solution. Criteria can include industry, budget, employee headcount, the technology they use, etc. Based on how many criteria a company meets, they should be segmented or tiered. Those that meet more criteria of the ICP should produce the most ROI, so they should be tiered higher and given more attention and resources. For example, if your solution is perfect for a company in the manufacturing industry with a budget of $30k, has 400 employees whom all use Gmail, that would be a Tier 1 client. If an account comes in that meets only one out of eight potential criteria, they would be a tier 3 client. Once some tier 1 accounts are segmented, we can then target and message the decision-making contacts at the account.

3. Highlight Decision-Makers

Finding out those who will ultimately say yes or no to your solution at a company will help your team market to them, swaying them to say yes. These decision-makers usually are c-level, but it’s also important to find out those who may not be in the c-suite but still have a major influence on this decision. Finding out who these contacts are can be done through interactions with the company as well as conducting research. The value here is having the confidence that you know who you’re speaking to will ultimately be the ones making the decision on your solution. A buyer persona should be filled out for each decision-maker, and include info on their daily activities and pain points. Knowing about your buyers’ pain points will help marketing create their content, and help sales with their outreach since they’ll know what pains to address. Having these contacts highlighted will help you in the next step when you create custom content for each decision-maker.

ABM for beginners highlight the decision makers in the company

4. Design Outreach Plan

In traditional marketing, the same content is usually blasted out to everyone in all types of roles. ABM is about sending custom content about how your solution(s) will help the recipient in their specific role. This requires research to be done on what challenges they face daily, and how your offering will solve it. For example, a VP of Marketing at a tier 1 account will receive content from your company on how your solution will help produce more quality leads because it is a pain point for them. This can be time-consuming, but well worth the investment. Once the content is finalized, incorporating it into the larger outreach plan will help paint the larger picture for everyone. You’ll designate who will receive content and when, when a call from sales will go out, when they will see an ad about your solution, etc.

5. Expand Accounts, ROI Reporting

ABM requires an abundance of research, but the time and resources is well worth the investment. Due to all the research your company will do, they can find additional ways that your solution(s) can help a customer that would have never been found through traditional marketing. This stops the one-and-done projects and allows a longer engagement and more success for both your company and the customer. After ABM has been running for some time, it’s time to report on your success, did ABM work for your company? ABM reporting can be one of the more difficult efforts to track unless you have the right technology. It’s not recommended to track efforts manually as it would be too time-consuming, and not scalable. Our recommended tool is Salesforce’s Einstein B2B Marketing Analytics as it helps see top-level KPIs, identifies top-engaging accounts, see current stages, and much more.

ABM for beginners better quality reporting with statistics

ABM for Beginners: Final Thoughts

Account-Based Marketing will take time to show revenue due to the deals typically being larger in size. With ABM’s marketing efforts generating 200% more revenue than others, it’s well worth it (Flip My Funnel). In addition to having a great strategy, the technology used is also an important factor. Tried and true for both ourselves and our customers, the Salesforce platform has all the tools and connections to accomplish your ABM campaigns. Corrao Group offers services that both help set up your system for ABM training and campaigns, as well as execute and run it for your organization. If you’d like to download our full Account-Based Marketing Guide for B2B Marketers, please fill out the form below.

How to Prepare for a Successful Webinar

When deciding whether or not to host a webinar, it all comes down to the benefits. While in-person meetings are daily events, online webinars give you the chance to market it, increasing outreach and registration. They are also very cost-effective, virtually costing you nothing. We’re going to talk about the best ways you can prepare for a successful webinar such as knowing your customer, putting content first and practicing.

Before you start thinking about your webinar’s topic and content you should get to know your audience beforehand. Knowing what type of problems the audience faces will give you time to brainstorm effective solutions and content. It helps to understand your audience’s challenges as well. What value can your product/service provide to this audience to help rid them of these problems and challenges? While gathering this information about your customers, finding out who they had been working with previously can be helpful during the call. You gain an advantage that other competitors don’t have by knowing what type of service the customers require and how to effectively outmatch them in terms of service. 

By knowing the audience’s pain points and challenges, you can choose a few topics and narrow it down to one. Common mistake hosts make is focusing too much on selling the product/service rather than show its value. A sales-pitch on a webinar is not what your audience came for. Instead, focus on providing valuable content to the audience about how your offering will benefit them, and the sales will follow. Your offering is great and the audience just needs to collect additional information, it all comes down to how it’s communicated.

As they say, practice makes perfect. A large portion of a webinar is speaking, so creating notecards and adding footnotes will help you maintain a nice and calm figure during the live presentation. Practicing with coworkers is essential, they are your best friends and hardest critics in these situations. They’ll give you specific feedback that will make you a stronger host. Don’t be afraid to record and show others your presentation to gain additional feedback. One thing that will happen after the presentation is a Q&A, but don’t worry—if you’ve practiced enough you’ll have all the answers in your head. 

Statistics show using webinars can lead to a 30% increase in sales when leads are actively engaged, and according to an article written by Sam Holzman, “73% of B2B marketers and sales leaders say webinars are the best way to generate high-quality leads”. Here at Corrao Group, these tips mentioned are just the start to the hundreds of tips out there. We’d love to help you create your one of a kind presentation. If you’re interested in working with us please feel free to visit our website and reach out to us and leave a comment on your favorite way to prepare for a webinar. Hope to hear from you soon!

10 Reasons Why Your Company Will Love CRM

A Customer Relationship Management (CRM) system is, “A technology for managing all of your company’s relationships and interactions with customers and potential customers with the goal to improve business relationships” (Salesforce Blog). A CRM not only helps the Sales team, but it also benefits more groups within your company such as marketing, development, and customer service teams. With everything stored in one place and updated in real-time, your company will run more accurately and efficiently. After eleven years of doing Salesforce Consulting, we wanted to list the top 10 reasons why your company will love a CRM system.

1. Customer Visualization

A CRM system keeps everything organized and updated. Whether you are looking for leads, contacts, marketing campaigns, or advanced analytics, a CRM system makes these features easily accessible. Being able to have all of your customer’s recently updated information in one place is essential when it comes to knowing your customers wants and needs. Keeping information accessible allows for a smooth transition after a sales deal from the sales team to the development team.

2. Opportunity Tracking

With opportunities in CRMs, you can track deal amounts or size, current stage, next stage, and more. Being able to track these key items allows teams to go into the opportunity to see where the deal is at and what are the next steps. Having this tracking in one system allows everyone in your company to be proactive. With a robust CRM like Salesforce, everything we send out has tracking so that we can check on the performance of our sales and marketing strategies.

pardot tracking

3. Organization of Data

As mentioned above, one of the great features of a CRM system is that everything is in one place. This saying can get repetitive, but it is one of the best benefits because of how organized your system can be. Your company will not have to jump on different systems to use various features. CRM will provide your company with the tools to organize your leads, contacts, analytics, and more all in one place. An organized company generally results in more ROI.

CRM organization of Data

4. Streamlining the Company

Necessary but tedious work is done within the system to help your company save time. A tedious task, such as finding out who’s the best resource to answer a case question, can be automated. Knowing which sales reps should own a new lead based off of criteria such as location can also be an example to save time. The bonus of some CRMs is that they have embedded AI such as Einstein Analytics with Salesforce. The importance of having a quality AI system is becoming a crucial aspect in recognizing those early signs of interaction with your company.

5. Automation Benefits

Having automation will save time for everyone in your company. A CRM such as Salesforce has automation that helps departments all across the company. An example of automation in Salesforce is workflows. Automating workflows help move deals down the pipeline, send important notifications, and automatically reach out to customers on behalf of sales reps. It is more than just workflows though, some other benefits of optimizing your automation processes include marketing, generating leads, aligning sales and marketing, and more.

Salesforce Markeing Automation benefits

6. Easy Customization

You can easily customize the data that you want to see so that you are getting the most accurate data. Developing dashboards that are fit to your exact need will help with recognition of your company’s objective. Customization does not stop at just data and dashboards. Being able to customize everything in your CRM to fit your specific business needs will help your companies effectiveness all around. The sales team can have a particular view of the system that shows objects they should interact with, while the marketing team can have a look specific to their needs.

7. Sales Forecasting

CRM systems provide real-time data and reports of your sales pipeline and KPIs. With this kind of information in your reports and dashboards, you can see immediately how your performance is doing. Having this real-time data in one place allows your sales representatives to make improvements to their sales strategy.

8. Additional Collaboration

There is improved communication between multiple teams with a CRM system. Every calendar update, email, and phone calls are stored in one location. Everyone in your company now has information regarding updates of your clients. With a CRM system like Salesforce, Chatter allows a social messaging board for all teams to communicate and collaborate on issues, deals, and more.

Office team collaboration

9. Better Customer Service

CRM systems fix client issues rapidly and efficiently through easy communication. Reps being able to pull up the customer information in one system will give them a better understanding of the issue at hand. Having excellent customer service could be the critical difference between customers returning for more business or not. At Corrao Group, we use Cases in our Salesforce CRM to help resolve customer issues quickly and efficiently.

10. Increased Engagement

A CRM system provides a nurturing process for leads that allows your company to see the level of engagement they are having with your material. Due to improved opportunities for engagement, the retention rate is better with a CRM as well. Improved engagement means that customer relationships encourage referrals for the maintained success of your company.

Having an excellent CRM system is essential to you and your companies success. At Corrao Group, we have been doing Salesforce consulting for the past 11 years. We have completed over 2,050 Salesforce projects which equates to 78,500 implementation hours. We are true Salesforce power users, capable of helping you to maximize your Salesforce investment. If you would like to learn more about our Salesforce consulting, please visit our website.

Salesforce consulting CRM infographic

The Benefits of Marketing Automation

In its most fundamental structure, marketing automation software is intended to take time away from the most tedious workplace tasks, freeing up bandwidth for more strategic initiatives. With a powerful marketing automation software like Pardot, you can automate sales, marketing, project management, accounts receivable, and more. In this blog, we’ll take a look at some of the benefits of optimizing your marketing automation processes, between generating leads, personalizing their journey, aligning sales and marketing, and more.

Lead Generation

Lead generation is a crucial component in any marketing strategy. Artificial Intelligence is giving you the analytics in real-time to find what content leads are engaging with on your website. Being able to track clicks, downloads, and website activity gives you more insight to understand what the visitors are interested in. Tracking customer behavior helps your sales team identify the pain points and needs of your prospects. Giving your team a head-start, knowing these pain points accelerates the sales cycle. In a study done by Invesp, “80% of marketing automation users saw an increase in the number of leads, and 77% had an increase of conversion.” Having automated messaging, such as social media, emails, or lead magnets, will create more qualified leads for your company. Automating lead capture allows your marketing and sales team to further invest in strategy and business planning. Once the lead is engaging with your material, it’s time to start them on a customized journey.

Personalized Journey of the Customer

Let’s say you had an ad that someone clicked on and downloaded a lead magnet. The lead can now be put in a customized, automated drip campaign. Developing a library of diverse content to fit any and all of your prospects will serve as the foundation for your automation strategy. Your company saves time each time a prospect is automatically added to a drip campaign with content tailored to their area of interest. This personalized and relevant information to leads provides inherent value allowing you to stand out from the rest of the competitors. However, being able to track engagement with your content is a vital piece of the qualification process.

Accurate and Reliable Data – Reports and Dashboards

Choosing an appropriate marketing automation tool allows you to develop real-time reports in a matter of minutes. With big data you’ll be able to assess the effectiveness of past, present, or future campaigns. Your reports and dashboards, as with many tools at your disposal, will also come into play during the lead qualification process. Pardot’s automatic scoring system scores a prospect based on engagement with all of your marketing assets from email to landing pages to videos. Your sales and marketing teams will then have further insight on your prospect’s existing relationship with your organization paving way for better-informed decision-making in the nurturing process. However, your team may find that you have access to an overwhelming amount of data, and you’ll need a plan for identifying the most valuable among it all. At Corrao Group, we run reports every day to find the data we need to make improvements in our sales and marketing strategy.

Marketing Automation insight

Save Time and Resources

One of the most significant benefits of utilizing marketing automation is the increased bandwidth that comes with it. Imagine how much time you are spending on manually sending emails to leads or preparing posts on your social media accounts. Many different marketing automation tools allow you to have more time to spend on strategic planning to maximize return on investment. Free from the burden of many manual tasks, you’ll devote your resources to creating more engaging marketing content, working with your sales team, and building better relationships with customers. Improved relationships within your team and with your prospects is a win for all parties involved.

This explosion of AI technology over the past couple of years has allowed marketers to leave low-status, redundant tasks to AI while being able to focus on the more prominent creative marketing strategies with marketing automation. When leveraged for its full potential, automation software is not a tool just for sales and marketing. At Corrao Group, we created EZ-AR™, the first automated invoice generation and account receivable collection solution. What used to take hours upon hours of manual work, now gets done in minutes thanks to lessons learned in our experience with marketing automation.

Sales and Marketing Aligned

Disconnected sales and marketing teams plague organizations across industries, but marketing automation can bring the two teams together. Marketing automation provides help to the sales team by improving lead generation, lead scoring, and automated lead follow up for sales. The streamlined qualification and hand-off capabilities of a marketing automation tool connect the sales cycle from start to finish. Collaboration between both teams is vital to have, and the relationship of these teams should only grow closer as they work to maximize ROI at your company. Marketing automation delivers higher quality leads with more context based on the pain points and interests of each of these prospects, and all this before an initial phone call. It’s incredible what your company can do when you have both the marketing and sales team aligned, and working as one.

Marketing Automation sales and marketing become a team

There are many more ways that marketing automation can efficiently and effectively improve your company’s time and revenue stream. Being able to have a powerful tool that can run different parts of your company with AI technology is becoming the norm. More and more companies are moving towards utilizing marketing automation; roughly 51% of companies are already marketing automation users with 58% of B2B companies planning on continuing to use the software or make the switch. Understandably, it can be a lot to handle, and if you would like to learn more, please feel free to contact us. Our marketing innovation combines technology and creativity in a unique experience that attracts, converts, closes, and delights.

The Importance of Salesforce Training

Salesforce Training Clipboard Wouldn’t it be nice if all the employees at your company were Salesforce power users? Imagine the ROI your business would receive. None of this is possible without some kind of training. It’s a fundamental key to every business’s success. Yes, training means spending more time and resources; however, it’s required because Salesforce is a platform that is very complex and powerful. As a Salesforce Consultant, we view training as a big part of our success. It’s paramount that every single one of our employees are power users. The first question that might pop up in your mind is: How do I become a power user, or where do I even start with training?

Salesforce Training Basics

Because of how vast and intimidating Salesforce can be, it’s best to start with basics definitions in the system. Learning the basics of what accounts, contacts, or leads are can increase your team’s knowledge of the system right away. Give a value proposition of why it’s important to Salesforce, so the employees know the significance of each term. During these training sessions, it’s a good idea to physically walk-through what each definition is and to show them where they are in the system. You have to remember that every employee responds differently to training. Some might like visual presentations, while others may want more hands-on training. Find the right balance so that every employee has their best chance to learn. Our suggestion would be hands-on training because they can learn the basic key terms while physically engaging with the system.

After basic definitions are taken care of, give examples of how to navigate through apps and tabs in Salesforce, or show them how to make a new opportunity. Salesforce Training is something that will take time for employees to learn, but over time, these training sessions will become quite helpful for your company overall. If you don’t have the time or resources to do the training on your own, you should look into a reliable Salesforce consultant who is a power user.

Salesforce training session

Becoming Salesforce Power Users

Becoming a Salesforce power user is not something that will happen overnight. It takes years of training and implementing Salesforce systems to find what works and what doesn’t. We’ve worked with over 1000 customers, implementing, optimizing, and customizing their Salesforce system to fit their needs or goals. That’s why training is a fundamental key to our company. With over 2,050 successfully completed projects and 78,500 implementation hours, our development team can maximize your Salesforce investment to see higher ROI.

However, it’s not just our development team that makes a difference here at Corrao Group; it’s everyone in our company. It starts with our leadership. When the executives show interest in Salesforce training, everyone else at the company will as well. It is the follow-the-leader type of philosophy. Salesforce was purchased for a reason, so it should be imperative to the executives/leaders to maximize the investment they put in. The only way that happens is to learn and use Salesforce every day like power users.

Salesforce Training San Diego

Salesforce Training with Corrao Group

If your company wants to maximize the ROI on their Salesforce investment, we recommend hiring a Salesforce consultant. These experts become a part of your company by learning your current business processes and then create a personalized Salesforce strategy tailored toward your goals. At Corrao Group, we specialize in custom integrations that are based upon your unique needs and business requirements. We scope, deploy, and train to enhance your system. Secondly, we have 6 or 12-month agreements (Salesforce Sales Cloud, Service Cloud, Marketing Cloud) that provide guidance and support after projects are completed. We work with you and your team to ensure your system users adopt the system so your organization generates results.

Training with Corrao group is the first step towards maximizing your Salesforce investment. As Salesforce Consultants, we have vast experience in implementing and optimizing customers systems. When we complete a project, we offer Salesforce training that can benefit your company. These training sessions can take up to 8 hours as we physically walk you through everything we did to your system. These sessions allow time for you to ask us questions so that you can learn and transfer the information to your employees. If you would like to have your entire team on the call, that is fine with us as well. If you would like to learn more about our implementations and training, please visit our website.