Question

Topic: E-Marketing

Tool To Integrate Various E-marketing Activities

Posted by Anonymous on 2/24/2014 at 2:58 AM ET 250 Points
Hello,
I am currently planning marketing for my company. It's a graphic designing firm. I've planned various e-marketing activities like e-newsletter, blog, social media campaigns etc. Most important part of all my marketing efforts will be: 1. lead scoring 2. tracking.

I am going to target few specific companies as my target. These will be close match to my ideal client profile. I will run marketing activities for these targets. I have planned tracking tools to know their response. I need a tool that will integrate my all efforts i.e. it will have features of all following tools.

1. E-mail marketing and tracking tool: It'll help me to send newsletter to my list and tracking each one's response.

2. social media management tool and analytics: It'll help me to manage various social media profiles at single point. It should be able to schedule post and comments. It should provide analytics of various posts and campaigns.

3. Social media activities tracking: This will be different from regular tracking. It'll follow my target's social media profiles.

4. Web analytics: analysis of website visits

5. CRM: this tool will integrate various sales activities. It'll help to integrate task management where I can assign task to myself and executive.

6. Lead scoring tool: It will help to assign score to various targets based on their response to various marketing activities. This tool should have connection with all above tools and it should continuously add or subtract score based on above tools.

Is there any such software available. It'll help to synchronize sales and marketing. Is there any CRM tool that allows me to do all of above? is its free version available? Does free version contain all the features?
Please let me know if you have any idea about such tools. Also, any other idea about B2B online marketing is welcome!

Regards,
-Shrikant
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RESPONSES

  • Posted by Peter (henna gaijin) on 2/24/2014 at 5:37 PM Accepted
    You probably need a big program like salesforce.com to cover all of the stuff you are looking for. Perhaps some programs out there not quite as large (or expensive) could cover most of it.

    For smaller companies, it seems more common to have a bunch of small tools to handle each piece. For example, small companies often use mailchimp.com or constantcontact.com for email and tracking. Web site monitoring with Google Analytics. Then you find a way with Excel or similar to track all of the results in one place.
  • Posted on 2/25/2014 at 3:13 AM Author
    Thanks Peter for the response!
    I am already using yesware for email tracking. I am also using google analytics. I already have different tools for all above requirements mentioned by me. The problem is with lead scoring and tracking particular client. If these are not at one platform, scoring becomes messy and too difficult to manage. Also, then it needs manual attention and not remain automated process. So, errors might happen. I know CRMs like Vtiger and Salesforce provide most of above facilities. I've used them but not satisfied. They lack few important functions. Also, using their paid version can't be afforded by my firm right now. Isn't there any tool that can bind these individual tools together? or whatever paid tools are available, I would like to know their names. I will evaluate each tool by talking to individual company. My targets are CMOs of mid sized B2C companies (companies with turnover of $1667K to $16667K). I am selling service. The competition is too much. I would like inputs from you about how better I can reach to these people.
  • Posted on 2/25/2014 at 3:53 AM Accepted
    Hi,

    I think the ACT-On system is a very good fit for what you want to do for small companies. You can check it out at www.act-on.com
    Regards
    Pat
  • Posted by telemoxie on 2/25/2014 at 5:10 PM Member
    I'm a little bit confused. You say that you want to target a small number of companies. But you also seem to be putting scanner a complex program more appropriate for bigger campaigns.

    How many companies are you targeting? are they local companies?

    If you are putting together a focused major accounts program targeting a limited number of highly qualified prospects, I would encourage you to spend your time and money getting to know those prospects rather than building and integrating software.

    Sometimes it is helpful to do things like pick up the phone, and go and visit people.
  • Posted on 2/26/2014 at 1:17 AM Author
    Yes, I am talking about local companies and companies from nearby cities. Approximately there are 100-150 companies (out of 10000+) which fit in my target criteria. I agree with your suggestion that it's good to visit them personally. That way is already included in my strategy. It helps you to get some revenue, but it does not help to create sales funnel of quality leads. Also, it lacks efficiency. The system I am asking about is to support the personal approach only. It will make personal approach more efficient and timely.
  • Posted by telemoxie on 2/26/2014 at 8:45 AM Accepted
    thanks for the clarification.

    If it were me personally, and I was trying to get in front of 100 local companies, I would spend my money differently. First, I would create an offer no reasonable person would refuse. Example: offer a free copy of a leading marketing book. I would promote fat with a series of postcards targeted to key contact names identified at these firms (e.g. from jigsaw, etc.)

    I would ask myself, "what is the AE of the people I am targeting?" If they are 20 somethings, then I would use every fancy high-tech, latest greatest approach I could find. But if they are 50 somethings, then I would use the plain old proven sales techniques.

    My brother Greg would say, try both approaches and see what works. My guess is that you would get five times the results (appointments) . With the gift book idea... and you would not have to deal with the workload of unqualified people (not in your list of 150 qualified companies) , who respond to your electronic dragnet.

    Good luck. It sounds like fun.
  • Posted on 3/2/2014 at 11:44 PM Author
    I tested act-on. It's really good and fulfils most of my needs. Are there any other options? Is there any other way to nurture lead?
  • Posted by Gary Bloomer on 3/3/2014 at 9:02 AM Accepted
    There are several platforms that could fit the bill:

    Salesforce
    Hubspot
    Marketo
    ThriveHive
    InfusionSoft
    OfficeAutoPilot

    There are fees attached to each, and there are pluses and minuses all round.
  • Posted on 3/4/2014 at 5:45 AM Author
    I've almost checked most of the tools. Those are fine. I will evaluate and try to find best alternative for my need. I really want to thank you all for the support provided.
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