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The best way to grow your subscribers =
is to create great marketing content. Use lead nurturing to send relevant c=
ommunications to individuals based on personas and interests. Create a cont=
ent marketing map. Lead Liaison has a content marketing map template provid=
ed upon request. Also focus on sending content based on where the buyer is =
in the buying process. If the content is related to the recipient there's a=
good chance they won't hit the spam button and they might just disseminate=
your material to their colleagues or professional network.
As the golden ru=
le, only send email marketing messages when you've got something valuable a=
nd worthy of recipient's time. However, refrain from inundating them with c=
ontent which might force them to opt out. Your communications could be week=
ly, bi-weekly, or monthly which are all typical. We strongly suggest breaki=
ng your content up into smaller bits though so it's easier for your subscri=
bers to consume. Whatever you decide, stick to a consistent schedule and us=
e lead nurturing technology to send content relevant to your prospects inte=
rests.
Always make sure your recipients want =
to receive an email message from you. For example, don't just send an email=
to all business cards collected at a trade show. Have your marketing team =
ask the person if it's okay to send them some email communications when the=
y are collecting the person's business card. If they give you their permiss=
ion, take note of it and add them to the list.
Have sales make invitations t=
o a mailing list part of their job. Lead Liaison provides the ability for s=
ales people to drop a contact into a lead nurturing cycle in a few clicks. =
If the contact provides their permission to send future touch points or hav=
e communication then you're in the clear.
Start appending web forms to your mark=
eting content to get subscribers into your database. Require information to=
be filled out on a form if you have valuable content such as white papers,=
eBooks, webinars, podcasts, PowerPoint, or videos to share.
Lead Liaison pr=
ovides marketers with the ability to create web forms and =
landing pages in minutes usually a visual designer. Create a new landing pa=
ge for new content in minutes and drag/drop your web form into the designer=
. Creating multiple web forms increases the likelihood of collecting the le=
ads contact information. Once the contact information is collected Lead Lia=
ison will help you with auto-replies and nurturing to build the relationshi=
p with the lead and get them ready to speak with the sales team.
Less is more when it comes to web form= fields. No one wants to spend lots of time filling out their information o= ver and over again. If you lower resistance you'll have a better chance of = collecting their information. Lead Liaison uses progressive profiling techn= ology to auto-complete fields previously filled out and/or substitute alrea= dy completed fields with other fields to collect new information.
B2B buyers are inherently risk averse.=
If you're providing a white paper for example, show a nice picture of the =
front page or first page of the paper. If you're providing some type of eBo=
ok show the cover of the eBook. If you do a good job of conveying the value=
of the content the subscriber is less likely to give you their personal em=
ail (gmail, yahoo, etc.) and give you their corporate email instead.=
Auto responders are the email response=
s sent back to a recipient once they sign up for something or fill out a we=
b form. Instead of sending a one or two line sentence back with a download =
lead create a nice corporate email marketing template the provides the down=
load link at the top along with the promotion of three other related pieces=
of content such as blog posts, case studies or tools.
Lead Liaison's lead t=
racking technology will help identify what your leads interests are by trac=
king pages viewed, time spent on the site, and how they arrived on your web=
page. All future communication between your prospect and your companies ma=
rketing material will be tracked and consolidated into your prospects profi=
le. Sales will be more efficient with their follow ups and be able to targe=
t prospects key interests.
Marketing is becoming largely social. =
Consider placing an option for subscribers to bookmark your content or twee=
t your content on the bottom of your email messages. Digg, StumbleUpon, Red=
dit, Mixx, Yahoo Buzz and Del.icio.us are just a few of the social bookmark=
ing sites to add to your content. Also consider placing a link to your face=
book and LinkedIn pages.