"More than 83% of marketers use email as part of their campaigns. Sending emails to targeted customer lists continues to top the checklist for generating business-to-business sales leads." MarketingSherpa
We've partnered with Marketbright - one of the world's leading event marketing automation platforms so we can help clients produce better email results. You can either purchase the platform directly from us or we can launch the campaigns for you. Our development team can build email templates, automate email messages, schedule follow up emails and build custom notifications that are triggered by specific actions. We can also build automated lead scoring and qualification, and closed loop marketing analytics for your event marketing campaigns.
If you're not sure whether or not marketing automation is right for you - watch the debate. Three marketing technology experts Jep Castelein (Leadsloth.com), Ardath Albee (Marketinginteractions.com) and Tim Rees (OnPath.com) share what tools top marketers are using to better manage their campaigns. Watch the full video here.
With years of experience developing both the infrastructure and content for highly effective event marketing campaigns, we provide tools for the most challenging aspects of successful marketing automation. We can help you:
- Generate more leads
- Manage those leads better
- Collaborate with sales to convert more prospects
- Close the loop with advanced reporting and analytics
So how do we do that? With telesales and a very capable marketing automation platform through our partnership with Marketbright, we provide on-demand solutions that let Marketers easily automate email marketing, lead nurturing and lead scoring while also delivering real-time alerts, and complete visitor audits, to the sales team responsible for each prospect.
- Only Marketbright can enable both simple and complex lead nurturing event marketing campaign workflows that mixes both online (email, web, social media) and offline (direct mail, telesales, events) touches that correlate directly to the prospects attributes (title, geography, etc).
- Dynamically score a prospect's engagement so that only qualified leads are forwarded to sales. Scoring algorithms can augment scores based on desirable actions (open an email) or decrease scores based on poor buying signals (reviewing the Careers page of your website).
- Provide a complete audit of every interaction, across every campaign, and every webpage, including date, time and duration such that the Sales team has complete visibility into the prospect's preferences before direct contact is ever established.
- Enable Sales to directly submit, or remove, individuals from lead nurturing campaigns so that they control the interaction frequency and ensures that Sales Opportunity dialogs are not competing with Marketing-generated outreach.
B2B Event Marketing
Marketbright's email service platform protects the Marketer from black lists and spam filters while enabling them to quickly and easily create emails with a simple and intuitive user interface. Emails can be personalized and referenced to campaigns, landing pages, and individuals providing complete visibility to what works and what doesn't. Real-time reporting measures opens, click-throughs, bounces, unsubscribes, and other critical key performance indicators. Recipients can manage their email subscription preferences ensuring the Marketer is legally compliant.
Landing Page Creation
Like emails, the Marketer can rapidly create landing pages and associate them with multiple event marketing and telesales campaigns as well as multiple mediums (website, adwords, direct mail, email, events, etc.). Forms to capture registrant details are automatically created and customized. To ensure the Marketer doesn't request too much data at once, which usually results in prospects abandoning the form, Marketbright allows progressive profiling - the ability to ask incremental new questions with each subsequent form completed. Over time, this approach allows a deep profile of your prospect and ensures your form completion rates remain high. Automated thank you pages are generated for each form completed ensuring the prospect knows their form was accepted and closing the loop on the process.
Dynamic Workflows
Marketbright enables both simple, and complex, workflows for every event marketing campaign created using a very simple visual flow designer. If you're familiar with tools like Microsoft PowerPoint, or Visio, then the flow designer will feel very natural. This approach removes complex or sophisticated technical support and allows the Marketer to quickly and visually chart the flow; emails, landing pages, and business logic can be quickly integrated into the flows. No coding is required, which is exactly what every Marketer want so to hear.
Sales and Marketing Integration and Alignment
With event marketing campaign workflows, lead scoring, visitor engagement audits, in-depth prospect profiles, and seamless integration with major CRM platforms, Marketbright will integrate quickly and rapidly with your existing infrastructure and telesales processes. Sales get leads that are qualified. Marketing nurtures leads that aren't yet mature. No IT involvement is required and all parties have agreement and alignment on the processes. Complete visibility increases sales conversion and Marketing knows immediately what their campaign ROI is. Instead of working against one another, Sales and Marketing are united in a common environment and event marketing process.
Generate more leads
OnPath helps clients improve the process of B2B lead generation and the overall quality of leads generated. These are constant goals of B2B event marketing executives. By optimizing the process and your event marketing activities, we improve your lead quality and ultimately shorten the sales cycle.
- Increase response rates and reduce your marketing spend
- Run campaigns online or offline, new media or traditional
- Automatically promote your offers and events on your website
Manage leads better
You can provide the sales team with more qualified telesales leads. With our lead scoring and nurturing platforms, only qualified leads are passed to your sales team.
- Deliver qualified leads faster with multi-dimensional lead scoring
- Pass leads directly through your CRM system
- Nurture leads through automated multi-touch campaigns
Convert more prospects
The ability to convert a prospect quickly depends on delivering the right information at the right time during the sales process. That's why we build sophisticated event marketing workflow processes that notify sales and executives of important actions high-value telesales prospects take during and after your campaigns.
- Monitor prospect activity on web pages
- Track all prospect interactions with sales and marketing
- Customize rules to generate higher lead scores based on specific actions
Close the loop with advanced reporting
Campaign analytics and event marketing metrics provide the necessary data for testing and making improvements. They should also allow you to continuously analyze customer responses and the return on investment for your campaigns.
- Track response/success rates for campaign effectiveness
- See which combination of campaigns resulted in your top opportunities
- View campaign to ROI metrics