By: Stacy Roach, Managing Partner of Power of 3 Consulting
E-marketing provides a full range of E-marketing services with ACT!
2010. ACT! E-marketing is powered by Swiftpage, the e-mail service
provider who has been supplying E-Marketing services to the ACT! market
ACT! E-marketing, powered by Swiftpage, is a
subscription service that allows you to send e-mail blasts to your
prospects & customers and track the results right in ACT! on the
History tab. You can take it one step further and automate your
marketing campaigns using Drip Marketing. This fantastic service puts
your marketing efforts on auto-pilot. You can reach out regularly to
your contacts, thus keeping your company’s products & service
top-of-mind for your prospects & customers, without having to
manually manage that communication. If you are on an older version of
ACT!, don’t despair, you can still use this great add-on tool. Just go
The Limits of Drip Marketing But,
drip marketing will not do everything for you. For instance, I
discovered that it won’t bring me coffee at my desk in the morning,
although I clearly defined that as a campaign stage. Seriously though,
e-mail and drip marketing campaigns can do a lot for your business, but
in the end, people buy from people, and unless you have a 100% internet
shopping cart driven business, you will need to occasionally call your
customers & prospects. Yes, pick up the phone, dial it, and talk to
someone live. Try it, its fun!
big question is…who to call? You want your sales efforts focused on
those opportunities that have the highest likelihood of resulting in a
sale. This is where the Swiftpage Call list comes in. You can pull up a
list of contacts, ranked by their interest level based on their
interaction with your campaigns. This means you can prioritize your
list to the folks that are the most interested, based on their own
actions. Pretty powerful stuff.
Rank & Score When
you pull up the Call List, you can set the scoring parameters, which
determine the ranking of your contacts into categories of Hot, Warm and
Mild. Points can be assigned based on the first time a contact clicks
on a link in your e-mail or the first time they open the e-mail, as
well as subsequent clicks and opens. You can tweak those points to
reflect the scoring that best meets your organization’s qualification
Divvy Up the Calls Let’s
say you have a sales team, and want to assign calls to specific sales
people. As long as you have the Team level Swiftpage subscription, you
can pull up your call list, filter the list (let’s say you just want to
assign the Hot and Warm contacts) and then assign your sales
representatives calls. If there are 500 contacts on your call list and
you have fives sales reps, ACT! E-Marketing will automatically assign
and evenly distribute those contacts across your team with each rep
getting 100 calls. You can then e-mail that call list to your sales representatives right from Swiftpage, or you can sync that call list to ACT!
Keep it in Sync You can
manage the call list online, and/or you can manage it through ACT!. In
ACT! 2010, go to the Marketing Results tab. (ACT! 2009 and earlier
users would go to the Swiftpage Snapshot tab) and click on the call
list section. Now click the Online Call List button. This takes you to
the web page with your call list. Apply the call list filters and then
assign the calls to one or more of your Swiftpage Users. Now back in
ACT!, click the Sync to Online Call List button. Now you are viewing
your call list assignments right in ACT!. No need to leave ACT!, just
scroll through the call list, and, well, make the calls, making sure to
Record History with the outcome of the calls. You can also click the
Lookup button and Swiftpage will create an ACT! lookup of the contacts
in your call list, sorted by their call list scores.
Back to Basics Drip
marketing and e-mails are certainly effective ways of communicating
with your customers & prospects, but the power and effectiveness of
those live, personal connections cannot be underestimated. However,
knowing who to call is critical so that you make the most of your
selling time – Swiftpage’s Call List feature, used with your drip
marketing campaigns gives you that important information.
How to Use a Call List with Your Drip Marketing Campaign If
you’ld like more details on using Swiftpage’s Call List feature with
Drip Marketing, you can attend a webinar sponsored by Swiftpage on
October 28th at 12:00 pm Eastern Daylight Time. Click here to register.
What you’ll learn in the webinar: • How to close more sales by following up with your hottest leads. • How to automatically create Call Lists based off of your email campaigns. • How to assign all or portions of your Call Lists to specific sales reps. • How to use your Call List directly from your database.
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