Halloween is fun when it's scary and full of spooky surprises. Marketing is not.
To help you avoid a nightmarish experience with marketing and sales endeavors, we're treating you to three easy potions for keeping your CRM from becoming a graveyard of untouched, wasted leads. Plus, other morsels of tricks are tucked inside to make your marketing efforts pay off sweetly.
We hope you enjoy this issue! Happy Halloween!
What's Spookier Than Halloween? Good Leads Rotting in Your CRM
It's an image that will make a marketer's heart race and cause blood-curdling screams of fright - lead upon lead piled one on top of the next rotting away inside the dark database vault of a CRM. Some are months old, some only days old - each with an identity, a starting place to meet and greet in their attempt to do business.
Few have complete prospect stories - perhaps a first and last name, company name, email, phone and maybe the keyword that brought them from a Google search results page to your website. But, no one knows their pains or the urgency to find relief.
As the days pass the opportunity to engage, nurture and convert slips away and what once were “good” leads are now no more than contacts in a database. It's horrifying, isn't it?
How does an interested prospect find itself rotting in a CRM graveyard of untouched, wasted leads? Blame it on the business they hoped could transform them from a looker to a buyer. These poor leads never had a chance simply because the business didn't have three key processes in place:
Don't let this become your horror story. Recognizing the truth about the health of your lead database, the quantity and quality of your lead flow, the relevance of your content to the buying cycle and the utilization of your marketing and sales technology are the first steps toward improving the performance of your lead-to-revenue process.
Carabiner can identify weaknesses and gaps in the lead management and lifecycle process a company has for generating, capturing, and nurturing leads before handing off qualified opportunities to the sales team to close.
Contact us to learn more.
- No Qualification System
If the business just had a way to sort through the clutter of less-than-ideal leads and focus their efforts on first defining and then nurturing prime leads that are far more likely to become profitable customers or clients, most of these rotting leads could have been saved.
- No Automated Response for Inbound Leads
The business enticed these leads with content - white papers, videos, eGuides, and more - but once they entered into the system they were forgotten. If only there had been a nurturing process in place. It could have engaged these leads until they were qualified and ready to buy.
- No CRM Maintenance
Who knows how deep this pile of rotting leads is - certainly not the marketing or sales team. Without specific lead management processes and database maintenance it's hard to know what's stuck inside of the pipeline.
3 Scary Email Marketing Mistakes to Avoid
You carefully check your Halloween candy before you open it, right? Any sweets that look weird or suspicious get chucked in the trash. Well, the trash is also where marketing emails that are poorly designed, targeted and timed often end up.
But your company's branded emails and e-newsletters don't have to. Not if you treat the people who receive them -- your potential customers -- to relevant, carefully-curated messages that resonate with them and, better yet, pique their interest in your products and services.
Here are three freakish email marketing fails to avoid like tainted Halloween candy:
Don't haunt your email campaigns with scary-garish, stale stock photos or outdated images. Erik Harbison, chief marketing officer of AWeber Communications, a Chalfont, Pa.-based email marketing solutions provider, suggests that you opt for vibrant, eye-catching images of your products and services that bring your brand story to life.
Online vintage-inspired clothing retailer ModCloth excels at this, for example. The company emails its subscribers visually-appealing emails accented with elegant yet playful pictures of their newest fashions with links to where to buy each item on their website. The company's well-balanced email designs are consistent with their online store content, which can have a welcoming effect on subscribers.
Read more »
- 'Mutilated' designs
Sleepy Sales and Sleepy Hollow
The tale of the headless horseman has certainly gone a long way since its debut in the 1800s. But whether it's the Tim Burton adaptation or Fox's new mystery series, the variations from the original have a hidden lesson on waking up sleepy sales.
Now every good bookworm knows that the original Sleepy Hollow was not even a novel but was in fact a short story, one of the many in Washington Irving's The Sketchbook of Geoffrey Crayon, Gent. But until now, this short story lives on partly due to the many liberties taken by its most popular adaptations.
So how is it that a mere short story remains alive in people's imaginations while sales of your products/services plummet because marketing struggles to keep your image equally vibrant?
Here are some possible explanations:
Read more »
- You fail to make an iconic impression - Much like Freddie Kruger or the Mummy, the Headless Horseman is an icon. Everyone knows who he is (you can't exactly forget a guy who rides around without his head). What memorable impression have you left in your marketing campaign? Was there something that distinguished your brand or were you just another team of weary B2B salespeople?
Scary Amount of Candy Will Be Consumed on Halloween
Almost all children in this country and half of adults will eat candy on Halloween
The amount of candy consumed on Halloween may seem downright spooky, especially if you're a dentist, nutritionist or health-conscious parent.
About 4% of all candy consumed in this country occurs on that one day, says Harry Balzer, the chief industry analyst for the NPD Group, which does market research on eating trends.
Almost every child in the USA will have candy on Halloween, and about half of the adults will eat some, he says. That compares to 24% of all adults and kids who have candy on a typical day, he says.
Adults prefer chocolate candy over anything else. Kids eat four hard and chewy candies for every one eaten by adults, Balzer says.
Read more »
About Carabiner Communications
Founded in 2004, Carabiner is a highly cooperative group of seasoned agency veterans comprising media specialists, writers, strategists, SEO/SEM specialists, subject matter specialists, and account directors. We specialize in making big reputations for start-up and fast-growth B2B companies. We're as adept at honing and focusing messages as we are at delivering them, weaving together multiple communications channels to every client's advantage.