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For the first time, MoreSALES was an exhibitor at the Canadian Manufacturing Trade Show last month at the International Centre in Mississauga. This 4 day event is held every 2 years and features the leaders in equipment, software and technology for Canada’s manufacturing community.
“I was really impressed with the size and breath of this show. Exhibitors from around the world attracted a diverse group of visitors including manufacturers and sub-trades”, explained Mike Jennings, President of MoreSALES. “In four days, we gathered dozens of qualified leads and made some great connections with the industry”.
Specializing in B2B marketing for Manufacturers, Distributors and Professional Services made the show a natural fit. “Having helped many of our customers exhibit in the past, we felt we needed to step up our game and be right there with them – and we’re glad we did”, further explained Jennings.
Now the MoreSALES Marketing Automation platform really kicks in by automatically following up with the acquired show leads and monitors their responses, alerting us to their interest level. This saves time by only calling active, engaged prospects tracked by their interaction in the built-in CRM portion of the platform.
Since introducing our Marketing Automation platform in the summer of 2016, we at MoreSALES have been practicing what we preach. We run the Web Visitor ID code on our MoreSALES.ca website so we can identify and track prospects who are exploring our capabilities.
OOne such prospect, we identified and monitored their interaction with our online content. Seeing that they had downloaded one of our e-marketing white papers, led to a phone conversation and later a face-to-face meeting. Within a month of our initial interaction, Rotalec was a new client with MoreSALES.
Rotalec is a distributor and solutions provider for machine automation, motion, mill, vision and safety technology. The MoreSALES team have taken control of the Rotalec online assets and are now managing their weekly email messaging to their clients and prospects while re-tooling their website to better explain to visitors what Rotalec does and why they are a great fit as a supplier.
“I love the MoreSALES approach. It is very comprehensive and the team jumped into our requirements with both feet”, expresses Mara Dickson, Marketing Manager of Rotalec. “Regardless of the immediacy of the message, I’ve received prompt and professional services right from launch of the Marketing Automation system”.
We all know how powerful video is becoming and how easy it is to get lost watching video on YouTube. Did you know that YouTube is the 2nd largest search engine in the world and that it’s owned by the largest search engine; Google?
This is why getting regular content video on your website is critical to attracting better traffic and keeping the visitor engaged on your site longer.
Each year, the percentage of traffic coming from mobile devices goes up 10-20% and is now close to 65% Google’s volume. On top of that the mobile consumption of video (primarily YouTube) doubles each year.
So, it’s no wonder web based video is quickly becoming one of MoreSALES prime offerings. Last quarter alone, the MoreSALES video team created; Video testimonials, Facility tours and Product demonstrations for several of our customers and has recently invested in the latest gadgets to improve our speed and quality of production.
We just built a partnership with Sheryl Plouffe (formerly a broadcaster with the weather channel) to help us take our video game a step further. Coupling Sheryl’s techniques with Wistia video hosting, we can now track and customize our clients video portray while still taking advantage of the SEO benefits of YouTube video channel.
Want to learn more about how MoreSALES is using videos to help our clients engage customers and connect leads, go to www.moresales.ca/wistia to download a YouTube versus Wistia comparison chart and sign up for a brief demo on how video makes all the difference to your marketing online.
When we’re initially assessing a company’s online presence to determine how we might be able to help, there are three basic starting points we consider:
- Is your website outdated in both style and technology? Is your website static, brochure-ware and/or non-responsive? If so, we need to discuss Google standards and how the current state of the site is actually hurting the company’s bottom line.
- Is your website decent but could benefit from some upgrading to modernize the visitor experience? We need to talk to the management tools that can help you increase engagement and drive more meaningful conversations with leads.
- Is your website updated regularly, and you are using some analytics tools and/or outreach tools like Constant Contact? We can save you money and simplify your approach with our marketing automation’s all-in-one platform.
Typically, around 50% of our clients are using or have used some level of email marketing system (e.g., MailChimp or Constant Contact), and some have used a CRM such as Salesforce, Microsoft Dynamics or ACT.
But what I have found in almost all of the above types of companies is that they have not been exposed to the full power of marketing automation.
Once we have established the customer’s starting point, we are able to walk them through how we can enhance their online presence. As we quickly show them, their website is indeed a critical element of online lead generation, but there are a number of other tools that can help feed the sales funnel.
When bundled with the right services and third-party platforms, marketing automation can dramatically improve online lead gen and help convert that traffic into Marketing-Qualified Leads (MQLs) to be passed to the sales team.
To learn more about Marketing Automation, click the button below to receive the Grow Your Sales Online White Paper in your inbox:
As a “seasoned” marketer, I was very excited when we first encountered the Marketing Automation model. Our firm had first explored marketing automation in 2015 with HubSpot, but we found their model to be more of an enterprise-based approach.
I’m a skeptic, so I did my homework and discovered that compared to other Marketing Automation platforms, SharpSpring’s white-labeling agency model and suite of tools made it a perfect fit for MoreSALES customers, so we adopted the platform in mid-2016, and we haven’t looked back.
As an agency that focuses heavily on search engine marketing (SEM), we strive to really separate ourselves from firms that don’t tie in web design to marketing and sales results. Marketing automation has provided us with the tools to help clients of all types attract, capture and convert more leads through their websites.
To learn more about Marketing Automation, click the button below to receive the Grow Your Sales Online White Paper in your inbox:
The First Objective in SEM (Search Engine Marketing) is to just get started, then use the sophisticated tools out there to generate statistics, evaluate performance, refine, and constantly learn. SEM is a marketing geek’s dream because there are so many tools businesses can use to investigate, evaluate and refine their strategy and it gives CEOs a tremendous taste of how measurable effective marketing can be.
From a CEO perspective, SEM lead generation is not just about having ONE lead channel. It’s about building this as a step toward incubating many lead channels that work together and result in a continuous pipeline of leads for sustaining growth. It’s the concept of building a marketing engine and too often an initiative like SEM can be seen in isolation rather than as a strategic outcome which could take a company toward sustained growth.
This type of multi-channel marketing is built on:
- Technology – Foremost in here is marketing automation technology (MAT) which allows you to track lead sources, automate communicating and incubating these prospects, and determining when they are likely to be considered qualified leads our sales team should call. You may have a CRM used by your sales team for your current customers and leads, and you may have a separate email campaigner for prospecting and incubating leads by the marketing team. Now with MAT these can be the same integrated system so they all communicate and work together.
- Changing the way you look at marketing – Set yourself a goal where half the opportunities in your sales pipeline are traceable back to a marketing lead. Would this goal change the perception of what needs to be done in marketing? For many companies, this is a sizeable challenge, but, that goal also focuses marketing strategy.
- Skills – The right skills need to be in place to develop the strategy and keep it producing repeatable results within a defined budget.
- Process Improvement – Companies often need to mature and streamline the process of handling leads and the qualification of leads for the sales organization. For many companies, the first step of defining “what’s a lead we want our sales organization to call” (i.e., what’s a “Marketing Qualified Lead” or MQL). Defining this is critical as it makes lead costs measurable (for a defined quality level), it informs us if there are missing functional pieces in our organization (do we need inside sales to pre-quality leads?), and it stops the complaint around lead quality.
Frankly, much of this comes from implementing a system that drives the right process improvements and enables the company to deliver more leads to sales – that’s a marketing automation system. For me, it’s about rapid iteration – getting results and using those results to fuel the next layer of business development. So much of rapid iteration also comes from having the right tools to efficiently deliver new services to the organization and, in turn, refine and direct strategy development. Not having a rich kit of capabilities is like being a carpenter without a tape measure… having the tools is synonymous with being able to deliver value. In marketing, the tools available are changing around all the time and you need to be constantly on the alert for new ones so you can increase the value that gets delivered for clients.
To learn more about Search Engine Marketing, click the button below to receive the Why Should an Executive Care about Search Engine Marketing? White Paper in your inbox:
As a distributor, designer and installer of warehouse racking, shelving and storage equipment and accessories, 3D Storage Solutions works with manufacturers, warehouses, distribution centers and third-party logistics (3PL) companies to improve their inventory management efficiency.
While business has been steady, 3D’s senior management team had taken steps to enhance their website and also recognized the need to consistently generate a flow of qualified leads.
With such a long history of successful business and many regular and dormant customers, the company’s sales team needed to reconnect with those dormant opportunities to take advantage of existing relationships and therefore shorten the sales cycle.
They also needed to accelerate their new lead-generation process without burdening their already busy schedules of their sales team.
Partnering with the sales and marketing experts at MoreSALES provided 3D with a comprehensive solution. Starting with establishing a marketing automation (MA) platform, the sales team was able to take advantage of the software’s cloud-based, fully featured customer relationship management (CRM) system to manage their clients and prospects.
From there, the MA system was used to send out CASL-complaint emails in order to reconnect 3D with its past and present customers and build awareness of their latest product offerings.
Finally, MoreSALES conducted market research to build a prospect database of targeted 3PL industry prospects and then initiated an appointment booking campaign that averaged one new lead call per week.
“Several meetings resulted in proposals and closed new business that exceeded the cost of the initial investment—pretty good ROI,” commented Kevin Minkhorst, president of 3D Storage Solutions.
As you may be aware, Canada’s Anti-Spam Legislation (CASL) came into effect on July 1, 2014. On July 1, 2017, CASL went into full effect.
CASL prohibits the sending of commercial electronic messages (CEMs) to any person without first receiving their express or implied consent. This includes clients, customers, prospective customers or referrals. Any kind of email newsletter (like this one) or email message intended to encourage participation in a commercial activity can be considered a CEM, including emails promoting goods and services.
CASL allows the sending of a CEM if the recipient has provided implied consent. Implied consent may exist where there is already a business relationship or where the recipient has already provided their email without stating they do not wish to receive CEMs. Implied consent may also exist if the recipient is a donor, volunteer or a member.
Please note that SharpSpring and Constant Contact, the two primary email marketing platforms used by MoreSALES, are both compliant with CASL’s requirement that the originator’s identification, address and contact information be present in every email. They also both include an obvious and working OPT OUT or UNSUBSCRIBE feature, as per CASL requirements.
MoreSALES appreciates the opportunity to be of service to you in this matter. Please do not hesitate to call us if you have any questions or require further information.
For more information on CASL go to http://fightspam.gc.ca.
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