Connect with us

MARKETING

The Top 16 Best Email Marketing Services in 2022

Published

on

The Top 16 Best Email Marketing Services in 2022

Email marketing continues to be a critical strategy for marketing (and sales teams) across an array of industries and business types, and an email marketing platform is one of the first additions to a marketer’s tool belt — and for good reason.

Email marketing remains a quick and effective way to engage and nurture leads into loyal customers. It’s also extremely cost-effective — some studies show an ROI of up to 4,400%. Simply, email marketing services exist to make the process of email marketing simpler — they have features and capabilities that enhance and streamline email communication (among other things) to help you identify qualified leads, nurture those leads, and close more deals.

Many of these tools not only offer email support, but they may also help you organize and store contact information in your CRM. But with so many email marketing tools available today, where should you start? We’ll answer those questions and more in this guide to email marketing services — let’s dive in.

What is an email marketing service?

Email marketing services and software streamline all of your email marketing efforts. They have a wide range of features depending on the service you choose — however, they often have functionality related to automation, subscription, general email communication, notifications, monitoring, campaigns, integration with other marketing, sales, and service software, and analytics.

Why is an email marketing service important?

Today, email marketing services continue to be an integral, strategic tool for businesses of all sizes across all industries — they help businesses build strong relationships with prospects and customers all while moving them through the buyer’s journey and maintaining strong communication throughout.

Not to mention, as ESPs continue to develop, features like A/B Testing, automation, and personalization have made the tools even more valuable to a marketer looking to engage with an increasingly fragmented audience.

Now let’s look at some of the best email marketing services today — one of which you might choose to implement at your company.

For each of the following services, we’ve listed notable features as well as pricing details but we still recommend reviewing the service’s product and pricing pages for greater detail.

1. HubSpot Email Marketing Software

Best for email marketing that’s powered by CRM data.

HubSpot email marketing softwareHubSpot’s free email marketing software is easy to use, has an extremely high deliverability rate, plus all the bells and whistles you’d expect to see within an ESP.

HubSpot Email Marketing Software Features

When creating an email, you can pick from one of many drag-and-drop email templates, or you can craft a custom template tailored to your brand. Once you’ve got your template, incorporating content is simple and intuitive.

You can also personalize and preview your emails for different recipients based on device type, country, or list inclusion — or use a simple personalization token to ensure that each email includes content that’s specific to each recipient.

When it comes time to send an email, using the smart send feature will ensure recipients receive your messages at an ideal time. Additionally, you can run A/B tests to compare different versions of an email to understand which one resonates the most with your audience. You also won’t have to worry about deliverability — HubSpot maintains a 99% deliverability rate across the network for all marketing email sends.

Outside of the email marketing functionality, HubSpot offers a wide range of reports on your email’s performance, letting you judge what’s resonating with your audience so you can optimize your strategy accordingly.

For instance, you can report on something as broad as your overall email performance in Q1 or you get granular and see how one particular lead is interacting with your emails.

Lastly, HubSpot’s automation platform makes it easy to scale your email marketing strategy, which will help you quickly turn leads into loyal customers.

HubSpot Email Marketing Software Price

Hubspot’s Email Marketing Software (and CRM for small to enterprise companies, for that matter) is free forever. However, if you need enhanced capabilities, it may be worth paying for one of the upgraded Marketing Hub plans.

2. Moosend

Best for creating automations and sending multimedia, interactive emails.

moosend email marketing platformMoosend is an email marketing and marketing automation platform that offers a variety of features at an affordable price.

Moosend Features

Moosend’s platform allows you to create email newsletter campaigns, landing pages, and subscription forms in a fast and reliable way.

With the drag-and-drop editor, you can either create an email newsletter from scratch, using interactive elements like videos, or use one of the ready-made templates. You can create specific campaigns for segments of your audience by using the advanced automation features. You can use one of the ready-made workflow recipes or create your own with the drag-and-drop builder.

The reporting and analytics tools give you measurable results, allowing you to make informed, data-backed decisions.

Moosend Price

Moosend’s pricing model is subscriber-based and consists of three tiers. The free trial includes most features and allows users to send unlimited email campaigns. The Pro plan starts at $7 per month, billed annually, and includes up to 1,000,000 subscribers. For more advanced functionality and additional support, the Enterprise plan is based on custom pricing.

3. Omnisend

Best for creating custom workflows.

omnisend email marketing platformOmnisend is an easy-to-use platform that offers automation workflows for any stage of the customer journey.

Omnisend Features

What separates Omnisend from other email marketing tools is the omni-channel functionalities, which offer greater control over how and where you connect with your audience. In the automation workflow, you can add email, SMS, push notifications, Facebook Messenger, WhatsApp, and more.

If you’re trying to reach a specific audience that might not respond well to traditional email communication, using a tool like Omnisend can help you build and manage more customized, targeted communication workflows. This doesn’t just help you connect with your audience better — it also provides a less disruptive, more personalized experience for your contacts.

Omnichannel features combined with user-friendly segmentation mean you can send the right message to the right person, at the right time, on the right channel.

Omnisend also offers templates for email capture, campaigns, and automation workflows so you can get started quickly.

Omnisend Price

Omnisend has three pricing plans — one of which is free with very limited capabilities as well as a customizable pro plan. Their plans come with a free trial so you can experiment with the service to determine what works best for you.

4. Pabbly Email Marketing

Best for delivering bulk emails.

Pabbly email marketing platformPabbly Email Marketing is an email marketing software that enables you to send bulk emails either by connecting via SMTP or external SMTP.

Pabbly Email Marketing Features

Pabbly provides access to SMTP routing, workflow automation, email scheduling, and much more without any restrictions. With the help of marketing automation and autoresponders included in the tool, you can schedule emails in advance and create triggers to avoid manual follow-up responses.

Additionally, Pabbly offers responsive email templates and a drag-and-drop email editor for easy customization. The email tracking feature allows you to track data such as bounce rate, open rate, and click-through rate so you can improve upon your email marketing and campaigns.

Pabbly Email Marketing Price

Pabbly offers multiple plans based on your number of subscribers. They offer a free plan — which allows you to send unlimited emails to up to 1,000 subscribers — as well as an advanced plan tailored to websites with large audiences.

5. SendinBlue

Best for sending automated nurturing and text message campaigns.

Sendinblue email marketing platformSendinBlue is an email marketing platform that helps customers send a total of over 30 million automated emails and text messages every day.

SendinBlue Features

On top of email, SendinBlue also has a forms tool that allows you to collect new leads, which you can then segment into specific lists and enter into email nurturing campaigns.

Not sure how to kick off your email nurturing campaign? No problem. SendinBlue has workflows that give you access to a number of pre-made automation campaigns tailored to your specific goals.

If you want to run a more nuanced email nurturing campaign, you can always create a campaign from scratch to meet your specific business needs.

SendinBlue Price

SendinBlue has four main plans, one of which is free, two of which range in price between $25 and $65 per month, and one that is enterprise and requires you to get a customized quote. The plans vary in cost based on the number of emails sent per day/ month.

6. SendX

Best for offering visual email marketing performance data.

SendX email marketing platformSendX is an intuitive, affordable, and feature-rich email marketing software for marketers and business owners.

SendX Features

With SendX, you can send unlimited emails to opted-in subscribers, across all pricing plans. You get charged per subscriber – not per emails sent – no matter how many lists, tags, or segments you have them in.

You can optimize your email campaigns based on 30+ parameters, including past open behavior, time zone, domain name, email client, ISP, etc. You can automate your email marketing with a rule-based interface and send the right message to the right user using email drip sequences and audience segmentation.

SendX can also help you grow your email lists with forms and popups. You also get pre-built email templates which you can further design with the drag and drop email editor, without HTML.

The tool also features a heatmap report for different types of campaigns to give you a quick visual overview of which CTAs are working and which links people are clicking.

SendX Price

SendX’s pricing is based on the number of subscribers you have. For 1,000 subscribers, plans start at $7.49 per month for the annual subscription (or $9.99 for a monthly subscription). They also offer a 14-day free trial.

7. Constant Contact

Best for creating email drip campaigns and easy-to-use templates.

Constant Contact email marketing platformConstant Contact is a popular email marketing service that works well for many industries.

Constant Contact Features

The service comes with over 100 email templates that you can either use as-is or customize. Once your email looks good, you can easily schedule it to send to your contacts at any time you choose.

In addition to drip email campaigns, you can also have emails go out at a regular cadence to celebrate specific events — for example, you could have a regular email go out on each customer’s birthday.

Once an email contact list is uploaded, bounces and unsubscribes are automatically updated for you. Constant Contact also has “Plus” features that allow you to execute specific types of campaigns such as coupon offers, donation collections, or surveys.

Constant Contact Price

Constant Contact has two plans depending on the features you need that start at $20 and $45 per month. The price differentiation is related to your number of contacts. They offer a free trial so you can experiment with the service prior to committing to it.

8. Campaign Monitor

Best for building personalized emails.

Campaign Monitor email marketing platformCampaign Monitor prides itself on providing powerful, personalized email marketing tools that are simple and easy to use.

Campaign Monitor Features

Their drag-and-drop email editor is intuitive, and the included analytics make it simple to optimize your email strategy and create targeted customer segments.

Personalization is key for campaign monitor. It uses data to increase personalized content and inform your list segmentation to boost your engagement. They also offer a visual marketing automation tool so you can create a unique customer journey at scale.

Not to mention, Campaign monitor has an extensive library of resources available to help you become an email marketing pro.

Campaign Monitor Price

There are three major plans you can choose from with Campaign Monitor ranging from $9 up to $149 per month. You can choose to pay annually rather than monthly and take advantage of the option to pay per campaign if that schedule works better for your needs.

9. iContact

Best for customer service and support.

iContact email marketing platformiContact has been providing one of the top-choice email marketing services since 2003, as it has an easy-to-use email marketing tool that helps you and your team see results fast

iContact Features

While iContact doesn’t necessarily stand out from competitors in terms of features, their customer support and service teams set them apart. Customers are paired with a strategic advisor to create an effective email marketing strategy right with the tool.

They also have Social+ marketing consultants who help boost your entire online presence through creative social posts that drive traffic to your site.

iContact Price

iContact offers a free plan for up to 500 contacts, and an advanced plan starting at $20 per month.  You can choose to pay monthly or annually depending on your needs.

10. MailChimp

Best for actionable data insights to improve your email marketing strategy.

Mailchimp email marketing platformOver the years, MailChimp has added landing pages and various ads tools to their capabilities but, their email marketing service remains their claim-to-fame.

MailChimp Features

MailChimp has millions of customers in over 175 countries and they use the data they collect off those customers to provide you with actionable insights to improve your email strategy. The tool is flexible enough for an enterprise company, yet simple enough for someone just getting started with their startup’s email marketing strategy.

Best of all, MailChimp has over 300 integrations that help you customize the tool to your business. By using these integrations to further personalize your marketing, you’ll get the most out of your email strategy.

MailChimp Price

MailChimp has four plans to choose from that range in price from free to $299 per month. Aside from the free plan, depending on the option you go with, your monthly payment increases with the number of contacts you have.

11. AWeber

Best for small businesses and entrepreneurs just starting to build their email lists.

AWeber email marketing platformAweber is an email platform built specifically for small businesses and entrepreneurs.

AWeber Features

The goal of AWeber is to make it simple for those who are just getting started with email marketing to segment their contacts, design a professional email, and start nurturing leads. Customers have praised AWeber for its deliverability — AWeber’s deliverability team monitors their servers around the clock to ensure your campaign consistently reaches the’ inboxes of your recipients.

Aweber Price

AWeber offers two plans: free and pro. The AWeber Pro plan starts at $16.15 per month, and increases in price depending on the size of your list. You can also choose to pay on a quarterly or annual cycle if that’s preferred over monthly billing.

12. ActiveCampaign

Best for segmentation and live chat options.

ActiveCampaignActiveCampaign is a marketing automation platform that offers live chat and a CRM service in addition to email marketing capabilities.

ActiveCampaign Features

By adding a CRM to their functionality, ActiveCampaign can help surface the right leads to your sales team using features like lead scoring. The service also allows you to share dynamic content in your emails — this allows you to provide different experiences to your contacts based on the way you segment them.

ActiveCampaign Price

ActiveCampaign has four plans which you can choose to pay for monthly or annually. Their plans vary based on the number of contacts you have and range in price from $9 to $259. You can experiment with the service before buying it with a free trial, as well.

13. AutoPilot

Best for collaborative email marketing teams.

Autopilot email marketing platformAutopilot differentiates themselves from the competitors with their visual marketing tools.

AutoPilot Features

Everything from AutoPilot’s email editor to their automation tool is set up to work via a drag-and-drop interface, making the system intuitive and easy to use.

AutoPilot offers collaborative tools to help your team work together effectively — it allows you to quickly share your work with your team, ensuring everyone is on the same page before you launch a campaign. And with the “annotate & collaborate” feature, you can quickly mark-up a customer journey and ask your team for feedback and assistance.

AutoPilot Price

AutoPilot offers three plans which range in price between $49 and $249 that vary based on your number of contacts. There are three types of billing cycles including monthly, monthly with an annual commitment, and annual.

14. GetResponse

Best for global email marketing audiences.

GetResponse email marketing platformGetResponse is a marketing automation service that’s available in over 20 languages.

GetResponse Features

On top of email marketing and automation, GetResponse also offers a CRM, landing pages, and a complete webinar solution.

The service offers over 500 templates to help you get started with email marketing and integrates with Shutterstock, giving you access to a creative library at your fingertips. Also, their drip campaign tool is managed through a calendar interface, allowing you to see exactly when you will be reaching out to your leads.

GetResponse Price

There are four GetResponse plans that you can choose from ranging in price from $15 to $99 per month (plus a customized enterprise-level option that requires you to reach out for a quote). Pricing varies based on your list size and you can pay monthly or annually. Each plan offers a free trial so you can test out the service before investing.

15. Ontraport

Best for creating detailed email marketing campaigns.

Ontraport email marketing platformOntraport offers a full suite of marketing automation tools including ecommerce functionality for businesses with online stores.

Ontraport Features

Ontraport’s visual campaign builder allows you to create detailed campaigns to engage your audience. You can create a campaign from scratch or tap into the marketplace where they offer dozens of the most common marketing campaigns to choose from, including abandoned cart nurturing or webinar sign-up and follow-up.

The service also provides insight into detailed reports so you can gain insight into your pipeline, traffic sources, and conversion timelines.

Ontraport Price

Ontraport offers four plans that range in price between $79 and $497 per month. No matter which plan you choose, you’ll receive one-on-one onboarding. The plans differ in price based on your number of contacts. You can cancel your monthly plan at any time and if you choose to pay annually, you’ll benefit from a discount.

16. Flodesk

Best for creating visually appealing emails and landing pages from easy-to-use templates.

Flodesk email marketing platform

Flodesk is an affordable email provider that makes creating beautiful branded emails simple and easy.

Flodesk Features

Flodesk’s email building tools are intuitive and easy to use for beginners and email marketing experts alike. For those with creative businesses or strong visual brands, Flodesk works like a design tool to craft on-brand emails and landing pages.

Flodesk also offers tagging and workflow options that make creating email automations a straightforward process, and integrations with tools such as Zapier and Shopify to streamline the different areas of your business.

Flodesk Price

Flodesk offers one plan with unlimited emails and contacts for a flat fee of $38 per month. For annual subscribers, Flodesk costs $418 per year. Users can try Flodesk for free for 30 days.

Choose Your Email Marketing Service

Most email marketing tools offer the essentials needed to craft a basic email newsletter, but there are fewer options if you want a range of top-notch features such as complete customization, available support, and data analysis.

Not to mention, as a marketer, you might want to consider combining your email marketing service with a CRM to give you even greater functionality that can impact your email marketing as well as other marketing sales, and service efforts. But. ultimately, the best email marketing tool for you depends on your team’s goals and particular needs — so, review the options above as well as the services’ product and pricing pages to get started.

Editor’s note: This post was originally published in April, 2019 and has been updated for comprehensiveness.

New Call-to-action

Originally published Feb 24, 2022 7:00:00 AM, updated February 24 2022

Topics:

Email Marketing Services


Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

Why We Are Always ‘Clicking to Buy’, According to Psychologists

Published

on

Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

A deeper dive into data, personalization and Copilots

Published

on

A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Why The Sales Team Hates Your Leads (And How To Fix It)

Published

on

Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

​​

via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

1716755163 123 Why The Sales Team Hates Your Leads And How To1716755163 123 Why The Sales Team Hates Your Leads And How To

Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


Disruptive Design Raising the Bar of Content Marketing with Graphic

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending