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How Security Companies Can Accelerate Sales With Automation

Sales reps for security & integration companies have a lot of tasks to juggle and entering data into a CRM is usually the second to last on the list of to-dos. The last on the list is usually creating tasks for follow up so that managers have visibility into sales pipelines.

With a growing audience and leads are pouring in, your sales team may be having a hard time keeping up. While it’s a great problem to have, you also don’t want to short-change the amount of follow-up and guidance your sales team is able to provide to interested prospects.

Thankfully, Ignite Security Marketing provides marketing automation and CRM tools & services that can help automate part of the sales process.

Our sales automation services allow your reps to spend more time with prospects who are ready to buy by freeing up the time previously spent chasing cold leads. Leads that aren’t ready to buy aren’t ignored – instead, they’re carefully nurtured.

Sales and marketing automation ensure that teams work together, and no leads or customers fall through the cracks.

What is Sales Force Automation?

Sales automation sometimes shortened to SFA (sales force automation), is an integrated service that automates frequent sales processes and tasks such as tracking customer interactions, as well as analyzing sales performance and forecasts.

Sales force automation services provided by Ignite RMR come with a web accessible and mobile app database, an email application, tracking software, and sales email templates.

Some SFA features can include:

  • Salesperson tasks and goals tracking
  • Customer contact records
  • Appointment scheduling and tracking
  • Lead scoring and assignment
  • Workflow management

While previously you may have needed separate applications for sales automation and customer relationship management, Ignite RMR offers an integrated CRM and marketing automation platform that includes a variety of sales automation tools.

Getting Started With Sales Force Automation

Despite being supported by an inbound marketing team that specializes in the security industry, like most aspects of successful Sales and Marketing, you need to take a step back and ensure you have a solid plan for how you want to sales force automation to enable your business.

Ignite Security Marketing  automation services can enhance your strategies and bring greater efficiency and reliability to your sales teams execution, but you should be sure to know your sales process first.

The ultimate goal of sales force automation is to increase the productivity of your sales team and make sure no leads or customers fall through the cracks.

 

During our initial marketing assessments, we will help you answer questions like:

  • How will you want to automatically assign leads to your reps?  Round robin? Based on geography? etc.
  • What sales tasks do you want to create based on demonstrated prospect interest?  Send a follow-email? Alert a sales team member?
  • How would you like to increase (or decrease) lead scores based on initial interest from your prospects (website interactions, sales emails, etc.)?

Once you’ve got an idea of what you’d like to accomplish, we can begin the process of setting up your sales force automations.

Setting Up Your Sales and Marketing Automations

For this example, let’s assume that you’d like to automate the sales process once a lead visits your website and signs up to receive additional information about your offerings.

What should the automated workflow (aka your “automation”) accomplish?

  • It should automatically send a thank you email, acknowledging the prospect’s form submission and interest
  • It should tag the lead with information about the submission (site page, demonstrated interest, etc.) within the CRM so that your sales team can easily segment this contact and understand where they come from
  • It should assign active leads to your sales rep for personal follow-up
  • It should send a follow-up email to the prospect and alert their assigned sales team member if a link is clicked
  • It should increase the lead’s score based on the email open and click activity

Now that we have laid out exactly what processes we want to be automated, it’s time to create our automation.

Creating the Automation

Using our marketing automation services, Ignite Security Marketing constructs actions and triggers to create a new sales force automation workflow. Here is an example of how this could be set this up in our system:

illustration-source-automation

When a lead submits their information through a contact form, we apply a “requested more information” tag and send an email for more information. From here, the automation wait until a link is clicked in the email. If no link is clicked within 3 days, the automation will send a follow up email on day 4.

If the lead opens and clicks a link in the initial email, it will alert your sales team, increase the prospects lead score, and send a follow up email. From here, the sales team could make a determination of how hot the lead is and schedule additional follow-ups.

Now you have assurance that all of these “we should…” tactics in your plan will happen automatically.

Automation After the Sale

It’s easy to see how sales force automation benefits your team during initial sales stages, but what about the engagement and retention stages for new & existing customers/ subscribers?

illustration-source-automation-follow-up

Benefits of using sales force automation for customers:

Instead of having your sales team or customer success team create tasks to check in with customers, Ignite RMR will create a workflow via marketing automation that automatically does this for them.

One popular schedule includes creating automated check-ins at 30, 60, 90 days and beyond to make sure customers are happy and gather feedback. Much like during the initial sales process, automating these steps will help your sales team feel less overwhelmed while still keeping your customers happy.

Other ways to use automation after the initial sale

There are a variety of ways that clients of Ignite can use automation to increase the productivity of their sales force.

  • Use lead scoring to build a segment of purchasers who have bought more than one product or become repeat customers.
  • Send automated emails to customers to cross-sell and/or upsell them based on information in their CRM profile.
  • Use CRM tags to mark customers who have canceled or paused their account with your billing department. Send automated emails to these customers to ask them why they decided to cancel and what could your business do to improve for the future.

The ultimate goal of sales force automation is to increase the productivity of your sales team and make sure no leads or customers fall through the cracks.

About Us

Ignite Security Marketing is a leading provider of inbound marketing & sales force automation services for security companies nationwide. Contact us today for a complimentary consultation and demo of our inbound marketing platform.

 

An Introduction to The Buyer’s Journey for Security Companies, Part 1

Your potential customers for security services can be event driven for home security and guard companies, while the sales cycle for systems integrators can be very long. How to keep your company relevant and engaged during short and long sales processes can be quite a challenge.

To understand how to effectively market to your potential customers and clients requires recognizing and embracing the modern consumers method of arriving at a purchasing decision. This process is called “The Buyers Journey”.

In part 1 of this series of understanding the Buyers Journey, we’ll take a quick look at the three initial stages that most buyers step through before they become (or not become) your customer.

What is The Buyer’s Journey?

The buyer’s journey has changed, and unless your marketing strategy adapts to meet the potential customer where they are at this very moment in the journey using a strong and consistent inbound marketing strategy, they will remain only potential customers.

Understanding the buyer’s journey is a marketing imperative, and Ignite wants to give you the upper hand with this insider’s guide to the buyer’s journey.

Understanding The Stages Buyer’s Journey

Stage 1: Awareness

The point at which the buyer becomes aware that they have a problem that needs solving. The buyer engages content editorial and educational content such as blogs, eBooks, eGuides, and research reports to gain information.

Stage 2: Consideration

The buyer has a clearly defined idea of the problem, and is committed to researching the need and discovering all of the options in solving that problem. At this point, the buyer turns to comparison papers and expert guides to research and compare product offerings.

Stage 3: Decision

Once the buyer has defined their problem and a method to solve the problem, the buyer researches documentation, data, and endorsements to support their decision. During this phase the buyer engages vendor and product comparisons, case studies, and product literature to push them to the final decision.

Today consumers do most of their own research and that research is done online. This makes your content offerings critical in helping the buyer through the journey and ultimately to conversion. Consider these statistics about how consumers engage content to support the decision making process:

  • Consumers are 5x more dependent on content in the buying process than they were just five years ago. (Nielsen)
  • 70% to 90% of the buyer journey is complete before ever engaging a vendor. (Forrester)
  • Consumers engage 11.4 forms of content before making a final decision. (Forrester)

Your content is not just important in the buyer journey; it’s critical. For help in developing a custom marketing plan for the security buyers journey, contact Ignite  Security Marketing today: (877) 655-3779.

Introducing Ignite360: Caller ID for Your Security Website

Did you know that only 1 to 2% of all visitors to your website will ever complete a contact form or pick up the phone to call?  When you choose Ignite Security Marketing as your digital marketing team, we will get you in contact with the other 98%. Interested leads, delivered daily to your sales team.

How Do We Do It?

Ignite360, a new contact intelligence service from Ignite Security Marketing, turns anonymous website visitors and known contacts into qualified sales leads. When your sales team wants to know who is visiting your website, they are looking for much more than IP addresses and demographic data. They are looking for company names, email addresses, and phone numbers.

Ignite360 can provide you and your sales team with real-time data about who is visiting your website, and the research tools that they need to convert those warm leads into real sales.

How It Works

We provide your business with three options for receiving the visitor information that you need:

  • Instant Email Alerts that are sent directly to you or your team.
  • Our Dashboard (mobile friendly for those who work outside the office) which includes many detailed views of your visitors, traffic patterns, page view times, and more.
  • Reporting options that come in multiple formats and detail levels that include a PDF, and CSV download option for easy editing.
  • Who is on your website.
  • What products or services they are interested in.
  • Where they are from.
  • When they visited.
  • Email you while they are visiting your site.
  • and provide you with a way to send that information directly to your supported CRM.

Only 1 to 2% of all visitors to your website will ever complete a contact form or pick up the phone to call. We’ll help you get in touch with the other 98%

Applications for Systems Integrators

For Integrators and Dealers with a B2B focus, you get instant, real-time alerts about prospective companies that are visiting your website. In many cases, we can provide you with a list of key executives at the company, so that your sales team can follow up quickly and efficiently.

Applications for Security Dealers

Buying Signals: Who, What, Where, When.  In sales, we all know that timing is everything.  Getting to prospects when they are in the research phase will increase your chances of closing the deal.  

For the security dealer with a residential focus, our system can identify known contacts who are visiting your website, what pages they visited, and send instant alerts to your sales team to let them know that one of their leads is engaging with your website contact.

Getting Started Is Easy

Ignite Security Marketing will empower your B2B and B2C sales team to identify and close more sales with prospects and current customers who are actually interested in your security services. No more chasing cold leads or wondering how effective your email campaigns really are.

For electronic security companies who want to empower their sales teams and grow RMR like never before, schedule a demo of Ignite360 today and a free 30-minute strategy session on how inbound marketing and sales automation can boost sales and improve operations.

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and sales force automation for the security industry. Since 2008, we have been the marketing agency of choice for SDM 100 corporations and small to medium security companies around the nation. Contact us today to discuss your inbound marketing requirements.

 

 

A New, Powerful Advantage: Marketing & Sales Automation for Security Dealers and Systems Integrators

One of the many inbound lead generation methods available to our clients this year is marketing and sales automation. In this multi part series, we’ll be discussing some of the specific marketing automation strategies that we are implementing to empower your sales team to close more sales and shorten the sales cycle. In this post, we’ll be talking about a powerful application of marketing automation: site tracking.

What Is Site Tracking?

Site Tracking ties your contact’s behavior on your website so our marketing and your sales processes can react and adapt in real-time to the behavior of individual contacts.

The purpose of site tracking with marketing automation is simple: Get the right message to the right contact at the right time.

We begin by collecting page view data on each visitor to your website. This data is anonymous (and inaccessible) until a visitor is identified by opting-in to your list, then all page views that have been collected up to that point are automatically attached to their contact record and subsequent page views are tracked and reported in real-time.

With a time stamped history of each web page a contact visited on your site, you’ll know:

– when they visited

– how many times

– the paths they’ve taken

Each of your contacts becomes a rich case study when Site Tracking page view data is combined with all the other data that our marketing automation platform provides — Location History, Event Tracking, Activities History, the contact’s social network profiles, and any tags or notes you’ve applied.

Isn’t this the same as Google Analytics?

Google Analytics and similar services report statistics on anonymous groups of visitors while Site Tracking with Ignite RMR lets you see exactly what a specific contact has (or hasn’t) done on your website. Statistics are a great way to identify trends in large volumes of data, and are popular for good reasons, but individual case studies are an underrated resource for creating detailed profiles, forming hypotheses, and examining exceptions to rules. The two approaches to data analysis complement each other giving you a more complete picture of who your target market is and how people are interacting with your website.

Know exactly what your contacts want from you.

You can make two extremely valuable assumptions about a contact based on their page views:

1.) What they are interested in

The links a contact chooses to click tell you what they are looking for and what content on your website is most important to them.

2.) The amount of interest they have

Repeat page views and, especially, repeat visits to pages indicate increased interest in that content. Someone who has viewed a product page five times during three visits to your site is probably more interested than someone who has viewed it once.

It is good “to know,” better “to do…”

Beyond just “good to know,” this data is actionable. Site Tracking becomes even more useful when this behavioral data is used to trigger Automations. Our marketing automation platform can “see” what a visitor is doing and perform actions based on that behavior opening up all kinds of possibilities for marketing automation and creating a truly personalized experience.

Site Tracking Applications for New Prospects

Here are a few things that we can do to generate new leads with site tracking:  

  • Email a discount code to a contact who has visited a product page two or more times.
  • Check in with a contact who has viewed a product six times (but not yet purchased) to find out if they have any questions or issues — helping you identify barriers to purchase while providing excellent service.
  • Increase a lead’s score 1 point for each page view and 2 points per visit. When their score reaches 20 points, Ignite RMR creates and assigns a task to notify your salesperson it would be a good time to give the contact a call.
  • Send a contact a personalized “thank you” note two hours after they reach the confirmation page of your website’s “tell-a-friend” feature.
  • If someone is referred to your site from Facebook, Twitter, or Instagram, you could begin an automation that invites them to follow you on your social media accounts.
  • Tag visitors to a specific web page detailing a free webinar you are holding and then begin a sequence of follow-up emails to give them more information as it draws nearer, remind them when it is live, and ask for feedback when it is over. By redirecting attendees to the webinar through a page on your site you can tag them as such (you could also apply this tag using “Clicks a link in email”).

 

Site Tracking For Your Existing Subscribers

Your existing customers are just as important as new leads. Ignite RMR can:

  • Send a contact a short “Do you have any questions/How can I help you?” message if they repeatedly visit your FAQ and product documentation pages after a purchase.
  • Trigger a “new customer” Automation following a purchase that increases customer satisfaction by delivering a timed sequence of messages including product-use tips, asks for a review of the product after they’ve had it a week, gives them a discount toward future purchases, and suggests other products they may be interested in.

Give your contacts more of what they want.

In addition to reacting to what is happening on your website in real-time, we can use your contact’s page view history to further segment your lists. For instance, you might have a sale on a product that would not appeal to everyone on your list. With Site Tracking data you can send an email to only those contacts that have viewed the product (or that category of product). Or, you could send additional content on the same topic a visitor has indicated interest in while browsing your site.

This kind of segmentation helps keep your list as responsive as possible and contributes to a strong, positive relationship.

Your contacts will come to expect that a message from your company will contain relevant content that appeals to them — increasing your open and interaction rates while reducing unsubscribes.

Putting it to use…

One useful application of Site Tracking data is an Automation that tags your contacts if they view important pages of your website multiple times.

For example, we can apply different tags based on the number of visits. If a contact visits a page about smart home lighting two to five times we could tag them as “Interested in Smart Lighting.” If they go on to visit six or more times we could remove that tag and retag them as “Very Interested in Smart Lighting.”

We can then use these tags to:

  1. Send precisely targeted messages about Smart Lighting and Z-Wave related products.

When sending out campaigns we send messages to only those contacts who are tagged as interested in those products.

  1. Customize emails with Conditional Content

We can tailor a message to display the products they find most appealing. For instance, if you are having a promotional sales we could mention specific products they’ve demonstrated interest in:

“We are having a 20% off sale this month. This is your chance to save on Smart Home services like:”

– “Smart Lighting”

– “Smart Thermostats”

– “Smart Locks”

  1. Gain additional analytical insights

By running reports on contacts with these tags you can know which products each of your lists is most interested in. These numbers will be different than those of your analytics service (unless you’ve configured your analytics to segment based on your lists of subscribers) which will report page view numbers biased by which products are doing well in the search engines, or linked to most often, and so will not necessarily reflect the interests of your contacts.

  1. Begin other automations

By using “Tag is added” as the trigger to begin a new automation, we can pick up where this one leaves off. We could begin a series of follow-up messages that treats the contact slightly different depending on how they are tagged or move the contact into another one of your sales processes.

Marketing & sales automation is complicated art and science. Our expert team here at Ignite RMR have invested hundreds of hours of research, training, and client implementation to make this new technology work for our clients: security dealers and systems integrators. For a free demo and consultation, please contact us today. We’ll discuss your growth goals and how our marketing automation strategies can help your sales team thrive in 2017.