The Sales Cycle Can Be Long:

Regardless of how good your product or service is, in reality most leads will take multiple touch points before they convert into sales. In fact, research indicates that it can takes up to nine points of contact before they'll make a buying decision. In other words, every effective sales process requires an element of repetition.

Getting new customers can be a lot of hard work and really expensive.The biggest costs are a direct result of gauging interest, solution education, and keep your brand in front of them. These costs of advertising, educating and staying in touch by conventional means can be a big  chunk of the initial sale. Anything you can due to reduce those acqusition costs are delivered directly to the bottom line.

Adaptive Email Marketing addresses the touch points of delivering education and brand identity necessary for some new customers quickly and at a reasonable cost.

Keeping in touch with customers on a regular basis via email provides the best way to also generate repeat sales which can be up to four times more profitable than the initial purchase.

A good email marketing campaign will increase the frequency of repeat purchases from your existing customer

The Predictive Response Adaptive Mailer can be a major catalyst in identifying sales conversion opportunities. Business Rules automate the task of deploying follow up actions from simple notification in Salesforce, to multi-step emails, or branching the lead into a new campaign all based on the leads activity and score accumulation.

Put Predictive Response to work automating the top of your Sales Funnel and deliver the results to your bottom line.

Plan, Measure, and Score

Most organizations do not have formal marketing performance scorecards to rate the efficiency of their marketing expenditures, and those who have established them usually don't have the time, manpower, or consistency of use for those systems to deliver meaningful results. In many cases, the summary of the marketing expenses is distilled to a one-page score card that often does not reveal much useful information.

The devil is in the details, and the processes needs to be monitored, tracked, and consistent at the lowest level to reveal what is working and what is not, and your email marketing needs to know more than simple click, open and  bounce rates. Consolidation of the activity including web analytics, email activity, and consolidated lead scoring, coupled with the ability to drill down on specific activities will make a difference in your understanding your results, and better yet communicate them to others in your organization.

Predictive Response collects this detailed information for both reporting and for the automated rule based response system.This puts the Return on Investment measurement system on autopilot.

The Adaptive Mail's unique 'Closed Loop' methodology delivers the highest lead conversion ratio while at the same time gives you instant insight to every campaign and prospect in the flow. These are the kind of results that translates to metric driven marketing execution that gains respect in the board room and earns respect in your sales and marketing organization.

Can you profitably automate your marketing programs?

For marketers faced with the task of providing a continuous stream of high quality leads to the sales force, Predictive Response provides the leading edge platform for executing, automating and measuring effective business to business marketing programs. Adaptive Mailer creates a seamless, automated and measurable process that tightly links your outbound  email marketing, with traceable Web assets on your corporate websites, standard Salesforce web to lead forms, and landing pages. It applies event-triggered marketing automation to turn manual tasks into efficient coherent processes, and automatically and seamlessly ties and integrates the marketing activity into Salesforce.com.

The sales teams gains unprecedented visibility into prospect behavior, activity and interest throughout the entire sales process. It does this by integrating all the key components of the sales cycle together and creates a seamless, automated and measurable process. During this process cycle, the system will automatically send Maturity Notifications to the sales team by email when critical milestones are met in the Lead Maturity Process.

For a Sales and Marketing team to be effective it is imperative that their objectives be aligned, or as it is commonly stated, "everyone working from the same play book". A logical place to start the alignment process is to focus on the common touch points between marketing and sales - Leads and Lead Qualification.

Don't get caught in the Sales/Marketing blame game: "sales is not following up on the leads", or "marketing is not developing quality leads". The two organizations have to work together to gain a consensus on what lead quality is and how it should be measured.

A set of well-constructed Lead Nurturing models provide a consistent framework for resolving this classical controversy. Taking the guesswork out of handling the complexity for lead selection and qualification. A good model can be tested, measured and is capable of development and adaptive improvement.

When a campaign is created it is important that the design pattern is not left to the task force's management level executives, or worse, a junior marketing staff member. The design should be composed of marketing communication items that :

• allow for "Expanded Content" where the lead can follow a path of information depth and potential customer "drill down"
• present options for the lead to "Self Identify"
• set "tip over" events and triggers threshold levels that serve to notify and engage sales representatives with clearly communicated lead status attainment
  

 It is important that from the beginning, marketing and sales teams are prepared to work with the leads based on the multi-stage lead qualification process that the Lead Nurturing system provides. Bringing salespeople into the definition phase not only ensures buy in, but it provides them the opportunity to become key stakeholders in a successful the process.

… Stop chasing cold leads and Start focusing on prospects
who are demonstrating REAL interest!

We all know that somewhere in the stack of leads and contacts in our Salesforce CRM are the next batch of new customers. ready to buy right now! Will you identify them and engage to close before your competition?

The big question is always who are they and what is the fasted, most cost effective way to identify them. 

With the Adaptive Mailer's Digital Member Profile ^TM campaign members actions are tracked, scored, and prioritized quickly showing their interest. This process is commonly referred to as Lead Scoring which can be used as a vital Marketing / Sales tool to delineate and quantify the members in the list most likely to buy. Manual scoring processes are ineffective because people ALWAYS inject personal opinion. Additionally your budget won't be able to handle the increased overhead of tabulating data  trying to make it meaningful.

Keep it Simple

You may have tried other email marketing systems, but end up with just some more uncorrelated data points.  The bottom line, you need to put together a system that:

• is easy to set parameters based on activity, Open, Click, and Page values
• set thresholds based on accumulated activity
• clearly defined notification methods
  
• understandable point comparisons
  

It is important that you don't over complicate the process. Don't inject too many variables. The more diverse the measurement factors, the less likely the results meaning will be understood. Everyone needs to know the data provided can be understand and agree is rock solid. 

So what exactly do we mean by lead scoring?

The work begins with tracking prospects interaction to your marketing promotions, emails, web visits, Webinars, online demos and so forth. A score is assigned to each action, and the scores then adds up as the prospect engages in different events from clicking an email to watching a specific web page or video. Points need to "age over time". Systems without aging where scores decline over time without activity, can tend to distract you from new prospects. 

Simple systems measure opens, and clicks and some may even indicate page visits, but. the Adaptive Mailer's Advanced Digital Member Profile ^TMallows you to specify different values for different activity types, set different values based on exact page visited, and decrements inactive lead scores over time. The accumulate point scores are shown directly in your Salesforce CRM.  The results are a Measurable Metric to determine Member Interest. 

When you use this system,  very quickly you will have a list that you can break into the contact now, keep warm for later, and clearly not qualified lists.

Key things to keep in mind when initializing lead scoring:

• Don't work for your lead scoring system instead of it working for you
  
• Get everyone on the same page when assigning value to action
  
• Make sure the process of tabulating score is Automated
• Make sure you can set thresholds to generate alerts
  

For additional information regarding our Newsletter Campaign products, please feel free to contact our sales team …..