Team Alpha 375

February 2010

Fast Fact According to the DMA spending on direct mail marketing is expected to increase nearly $1 billion dollars in 2010.

Sales Tip

How many of your clients have a website? Almost all of them I bet. Any company that is trying to conduct business today has to have a presence on the web. But how many of those companies would consider their website their best sales person? Many companies do not begin to leverage the marketing opportunities available on their website. Here are a few tips on integrating the MindFireInc solution into a corporate website:

Almost any website will have a form that captures information about a prospect. Often these forms are integrated with some type of offer, perhaps an offer of a free white paper or recorded webinar. The challenge that most companies face is, once the information is captured on the web there is very little follow up. However, as a MindFireInc service provider you have the ability to create a powerful solution to this. This solution will also generate an ongoing stream of monthly revenue for you.

Let’s examine a possible solution. Imagine that a B-2-B software company wanted to use the web to capture leads for their software products. Prospects from the web come to the website and research the product. When they decide that they would like more information they fill out a form to download a case study. While this form has the look and feel of the corporate website it is in fact a customized profile page that is part of the standard attract blue print. The data that is captured now resides in the LWC (LookWhosClicking) database.

By having the data captured in the LWC system you now have the ability to use the follow up triggers to create a powerful experience for the respondent. Let’s take this example a step further. Let’s assume that the form included a pull down that asked for the respondents industry. After the respondent has filled out the form they are then redirected to a versioned Thank You page where they can download an industry specific white paper. Simultaneously, a lead can be routed to a sales person alerting them to the fact that a white paper has been downloaded. This automated lead routing is far more efficient than a typical website that would only write to a database.

In addition to the ability to create a powerful logic based lead routing system, you can also use the micro-site to begin a lead nurturing campaign. In our example let’s assume the salesperson calls the prospect, but they are not ready to buy. The LWC system can have a series of predefined email follow ups that will continue to educate the prospect. These emails can be created when the campaign is initially developed. From there a series of weekly follow-ups emails can be sent with relevant communication that helps build the companies brand and educate the client.

This process is important because most prospects are not ready to buy when they first hit a corporate website. In addition, by automating the process for the client they can be assured that execution will be flawless. This simple type of nurturing can significantly increase the conversion rate when the prospect is ready to buy.