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As your contact lists grow make sure to mark the source of your leads. For example, did the leads come from a trade show, website inquiry, website tracking or a partner. If a flurry of bounces, spam traps, or unsubscribes occur you can analyze the source of the lead and mitigate the issue on the particular segment of your database.
Lead Liaison provides the ability to segment your database using various lead characteristics and behavior while interacting with your company's market assets. Ensure your emails are targeted and relevant by building Target Lists that dynamically update based on a contacts profile.
Lead Liaison also applies a default Lead Source tag to new leads to help you track the source of your contacts.
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The best way to grow your subscribers is to create great marketing content. Use lead nurturing to send relevant communications to individuals based on personas and interests. Create a content marketing map. Lead Liaison has a content marketing map template provided 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 rule, only send email marketing messages when you've got something valuable and worthy of recipient's time. However, refrain from inundating them with content which might force them to opt out. Your communications could be weekly, bi-weekly, or monthly which are all typical. We strongly suggest breaking your content up into smaller bits though so it's easier for your subscribers to consume. Whatever you decide, stick to a consistent schedule and use lead nurturing technology to send content relevant to your prospects interests.
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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 they are collecting the person's business card. If they give you their permission, take note of it and add them to the list.
Have sales make invitations to a mailing list part of their job. Lead Liaison provides the ability for sales 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 have communication then you're in the clear.
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Start appending web forms to your marketing 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 provides marketers with the ability to create web forms and landing pages in minutes usually a visual designer. Create a new landing page for new content in minutes and drag/drop your web form into the designer. Creating multiple web forms increases the likelihood of collecting the leads contact information. Once the contact information is collected Lead Liaison will help you with auto-replies and nurturing to build the relationship with the lead and get them ready to speak with the sales team.
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Auto responders are the email responses sent back to a recipient once they sign up for something or fill out a web 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 download 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 tracking technology will help identify what your leads interests are by tracking pages viewed, time spent on the site, and how they arrived on your web page. All future communication between your prospect and your companies marketing material will be tracked and consolidated into your prospects profile. Sales will be more efficient with their follow ups and be able to target prospects key interests.
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