Insights From eTrigue

5 Tips for Building Your First Drip Campaign

drip campaignsBy the name alone, a drip email campaign may sound like a marketing effort that would make only a tiny splash in your goals. But names can be deceiving.

Drip email campaigns are predetermined sequences of emails designed to nurture your leads or strengthen existing client relationships. Each email in the sequence is a small drip of content, but when taken together, they send a wave of action through your audience. You’ve probabbly heard the Forrester stat by now: companies that excel at lead nurturing (i.e. drip campaigns) report 50 percent more sales at 33 percent lower cost. Continue reading

Marketing Automation Apprehension

marketing automation apprehensionDespite the acceptance of marketing automation at a rapidly increasing number of organizations, some small and mid-size businesses suffer from marketing automation apprehension. They are apprehensive about moving from manual processes to automated marketing systems.

Deploying marketing automation to accomplish a significant part of lead nurturing and scoring is increasingly common. So too is integrating CRM systems with marketing automation systems.

Sirius Decisions reported that market leading companies, employing strong lead nurturing processes supported by marketing automation solutions, close over 4 times the number of deals of average firms.

Why is there reluctance to starting with marketing automation when it’s proven far more effective and far superior to the batch-and-blast email systems it replaces? Continue reading

The value in anonymous visitor tracking. Part two

anonymous visitor data benefitsTracking anonymous web visitors using marketing automation is very important to any organization that relies on the web as a means to provide information to prospects. I wrote a short piece last month about the value of anonymous visitor tracking.  Let’s take a closer look at some of the ways you can leverage anonymous visitor data to help your sales team beat the competition and close deals.

Tracking down anonymous visitors isn’t difficult when you have the company name. You can apply a little bit of human intel and track down anonymous folks who visit your site. If you are a software company that sells solutions to IT operations folks, it’s probable that the visitors to your site that are looking at your software solutions are probably in the IT operations department. Sales and marketing folks can easily use the anonymous data to triangulate on a given organization’s buyers and work to establish personal communication with them. You may already have contacts in the IT operations department of that company, or you can easily acquire that information through a variety of sources. Continue reading

How much value is there in tracking anonymous visitors on your website?

Anonymous visitors to websiteThe value is clear-cut. Potential buyers are researching your company and products on you site long before they fill in in a form on your site or identify themselves. While marketers want website visitors to fill out forms; a whitepaper download form, or identify themselves via the “contact me” button, prospects – these anonymous visitors – won’t often do that during their first visits.

If you wait for prospects to self-identify before you start tracking their actions, you may find yourself trailing competitors who do track anonymous visitors and therefore have a much more complete idea of what the prospect has done on your site. Continue reading

Marketing Automation Takes Email to Next Level

marketing automation takes email next levelIf you are doing email marketing today, automation takes it up to the next level. To put it simply, marketing automation is a platform that allows you to automatically engage with customers and prospects to improve the quality of the marketing that you are probably already doing

There are a number of points to think about when weighing if marketing automation can be useful for your organization.

Let’s look at a couple of areas; what the technology is, what it does, and the benefits to you. Continue reading

A New Jump Action

Jump ActionWe’ve recently added new “JUMP” action functionality to the eTrigue DemandCenter campaign builder. This new action is used to move prospects anywhere you want within a campaign – backwards and forwards – and allows campaign steps to be repeated.

The Jump action is a great feature for triggering recurring prospect actions within a campaign where you want prospects and customers to go through a campaign more than once – without having to build a new campaign or add additional steps to existing campaigns. These campaigns might include steps such as “Thanks for being our customer,” or other actions that you want to repeat. Continue reading

eTrigue becomes the first Marketing Automation company to receive EU-U.S. Privacy Shield Certification from the U.S. Department of Commerce

eTrigue EU-U.S. Privacy ShiledeTrigue is the first marketing automation provider to receive the EU-U.S. Privacy Shield Certification from the United States Department of Commerce. This is a voluntary certification program that reinforces eTrigue’s commitment to digital privacy. eTrigue is one of the first 34 companies to receive the certification. The EU-U.S. Privacy Shield was just recently finalized in July, with certification beginning in August.

The European Commission and the U.S. Department of Commerce designed the framework to provide businesses with greater protection for the movement and storage of data across the Atlantic. Companies that participate under the EU-U.S. Privacy Shield self-certify annually to the U.S. Department of Commerce’s International Trade Administration that it fully complies with EU-U.S. Privacy Shield Framework and principles. This commitment is enforceable under U.S. law. Continue reading