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Archive for January, 2012
All posts written in January, 2012.
iProfile featured in AllBusiness.com for Lead Gen Best Practices
AllBusiness.com: Email Marketing, Lead Generation Best Practices
By TJ McCue
March 29, 2011
Not long ago, I asked for input from my network about email marketing campaign successes as well as marketing automation tips. I planned to use them in a workshop that Infusionsoft and Lenovo are sponsoring in April, but also to share some of the best ones here.
iProfile (www.iprofile.net), a provider of IT sales and marketing intelligence solutions, came through. They have been using email marketing as a primary source of lead generation for over six years. They found out that when trying a new marketing strategy, you need to measure and go beyond trial and error methods. At the heart of their campaign, it came down to the basics: understand your customers’ needs, focus on quality over quantity, and draw from the analytics. Karthik Rajendran, iProfile’s Vice President of Marketing, elaborated on these three ideas:
Quality Over Quantity. They increased their email blast from 80,000 to 130,000 and saw a marked increase in leads, but they were not necessarily good leads. Taking the time to refine the list and weed out contacts that were not decision makers was worth the time and effort. They saw fewer leads, but had more closings.
Less Work = More Leads. One of their pain points was the web form on the landing page. People were taking the time to click the link, but abandoning the form. A not-uncommon response. Kudos to them for paying close attention to where people were dropping off. Autofill was the answer, increasing conversion by 40%. I liked Karthik’s main point in all this: “If you already have their contact information, why ask them to take the extra step? Kill any redundancy.”
Do Not Ignore Your Data. iProfile’s carrot is three free comprehensive profiles on the IT usage and contacts at major corporations. They previously sent the three most recently updated profiles until they noticed that some were more popular than others. By including the popular profiles in their rotation more frequently, the conversion rate increased by 30%. Give the people what they want is the new mantra!
Overall, the advice here is something any business owner or busy executive can follow. It isn’t always easy to implement, but it is possible if you can stay focused on the analytics results.