In September 2007, my (still) best friend, John McLean and I decided to go into business together. I was 21 years old and John was 24. Our plan was to design a ton of quality, affordable websites for small businesses, make recurring revenue from the web hosting and retire within 4 years to live out the rest of our days on a beach somewhere. How hard could it be?
Pedersens came to LavaBox to create an automated sales and marketing engine. We leveraged Sales Cloud & Pardot to create an engaging user and customer experience across both the mortgage and property management sides of their business. A great example of Salesforce working in the financial services vertical.
Deadly Ponies needed a help desk system that delivered a premium customer service experience that matched their premium product. We developed an intuitive architecture on Salesforce's Service Cloud platform that is delighting both staff and customers.
Watch LavaBox's marketing automation presentation, filmed at the Auckland Salesforce user group. LavaBox's Managing Director, Justin Lanigan explains how to align marketing and sales to create better buying experiences.
Lead nurturing empowers marketers to craft tailored content journeys that take prospects down different routes based on their actions (like clicking through on email links) or data profile in Salesforce (like their lead score or industry vertical).
These campaigns deliver content that supports the sales process and influence prospects throughout the customer journey. Below are five lead nurturing campaigns that help move prospects from "new lead" through to "contract signed."
We hear a lot about “big data” - large sets of customer information that can be analysed and leveraged to help organisations sell more effectively. It seems a foregone conclusion that this kind of data analytics is only for the big players. But any B2B company, no matter how large or small has potential customer insights locked in their disconnected Salesforce CRM, Accounting and ERP systems. So how do smaller organisations connect the dots between customer purchasing data and sales activity?
Beginning the journey towards implementing marketing automation technology is exciting and, as with all things new, contains a few unknowns. Here at LavaBox we've been around the Pardot block a few times and have some useful suggestions to help you plan for your implementation.
Deciding which Salesforce Lightning edition to run with is a big decision. Your edition affects more than your organisation's monthly license costs and the features you have access to. It impacts the entire architecture of your system. That is, how your business's processes are brought to life on the Salesforce platform.
Think about a time you were buying a complex, high value solution. It could be in a B2B context or possibly a major consumer purchase like a brand new home, spa pool or home theatre system.
Now think about why you chose to buy. As you walk back through your sales experience in your mind, can you pinpoint what it was that influenced you?
You need a document signed. Maybe it's a contract. A disclosure statement. It could be anything. You attach it to an email and send it to your client. Your client prints it out and completes it. They sign it, scan it, attach it to an email and send it back. You print it and give it to your admin team. They double enter the data back into your system and file it. What a horrendous waste of time.
It's easy for a CRM to become an expensive cloud-rolodex. CRM systems only deliver on their transformational potential when everyone from CEO to the sales floor are actually using the system in the right way. Below are the keys to getting everyone on the CRM bus from the outset:
There's a tendency to think the only use case for marketing automation is at the front of the sales funnel. In reality, marketing automation can become the glue that ties the entire customer journey together. From lead generation and nurturing, through to re-engagement, solution selection, customer onboarding, and proactive account service.
Let's take high level look at how marketing automation can enhance the customer experience and drive revenue throughout the customer lifecycle:
Cold calling doesn’t work too well with complex sales for a few reasons. First, you have to get lucky - calling a prospect who actually cares about the problem you’re trying to solve at the moment you’ve contacted them. Second, you have to educate them - around who you are, the problem they have and how you’re uniquely positioned to help them solve it. Third, you have limited time - they didn’t ask for the call, and understanding your complex proposition probably isn’t on their list of priorities that day.
Far too many businesses come up with an idea for a new product or service and just go for it. By the time they realise the market they thought there was doesn't exist, they've already blown six figures on product development (ouch!).
Many B2B companies use packages to group sets of product or service features into fixed-price offerings. Done well, packages have the potential to create a smooth and clear buying experience while reducing the need for sales to come up with bespoke proposals.
However, many enterprises take a company-led versus customer-led approach, designing packages based on what is profitable and convenient for the company to offer versus what will resonate with the customer.