Any best practices for lead management

event strategy
Ryan Schefke

Event Strategy: How to Properly Manage Leads from a Trade Show or Other Marketing Event

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Want the executive summary? Download the infographic here.

To access our Event Lead Management Kit, which includes this resource, click here. 

Does your company do marketing events, like trade shows or conferences? Whether you’re just dipping your toe into marketing events, or you’re a seasoned pro, it doesn’t hurt to learn more about how to perfect your event strategy. When preparing for an event, there are two main focuses: getting your “gear” ready for the show, and setting up a process for managing the leads you get from that marketing event. We’ll save the “gear” topic for another day…today we’re thinking about LEADS!

What do marketing and sales always have in common? The answer: leads (duh). Marketing teams generate leads, and sales teams pursue them. Marketing events, and the like (conferences, trade shows, etc.) are incredibly effective ways to generate leads. But there’s often a lot of prep work that goes into these events.

The first step in planning for a marketing event is to come up with an event strategy, which should include a well-thought-out lead management process. Without this, you risk losing a lot of potential leads – leads who have seen your booth, spoken with your sales rep, and shown real interest in your solution. What a waste that would be! Here’s our guide to coming up with the perfect lead management process as a part of your overall event strategy:

Do Your Research

Find an event lead management strategy that works best for your business. Do you prefer to just order a lead scanner and do the rest manually? Or, do you prefer to use a lead capture app that already integrates with the rest of your marketing and sales technology (ex: marketing automation platform and CRM)? We prefer to use our lead capture app, GoCapture!™, as it integrates seamlessly with our marketing automation platform and our CRM. We can easily connect the dots between our event-specific marketing campaigns and the end results. We can also customize our forms so that we capture all of the information that we want/need, and we have limitless options for lead capture (not just badge scanning!).

Map Out Your Lead Management Process

Meet with your team (marketing AND sales) and lay out a plan for how you wish to follow up with your leads. A quick text saying, “Thanks for stopping by our booth!” goes a long way – especially considering the amount of email follow-ups those folks will probably have the next morning. Are there any special offers or messages that you should incorporate into your follow-up? Get to the drawing board (quite literally, if you have to!) and map out how you will nurture those leads (your “nurture campaign”). Part of a thorough event strategy is making sure that everyone is on board and knows what kind of messaging that lead will receive.

Here are a few things you’ll want to consider, when laying out your post-event lead nurture:

  • Determine the proper lead score for this event and incorporate that into your post-event lead nurture plan. Either manually, or automatically if you’ve got the technology, add that number to Prospects’ overall scores.
  • Ensure proper lead distribution. Many marketing automation platforms will allow you to automate your lead distribution based on specific rules, or round-robin. Make sure everyone is on the same page about how those leads will be distributed so there is no confusion later.
  • Incorporate omnichannel marketing in your nurture campaign. Sure, emails are great – of course those should be included. But text are powerful, postcards are unique, and handwritten letters give a personal touch.
  • Set up your post-event nurture in your marketing automation platform prior to your event, so that once that lead is captured, it is automatically tagged, segmented, scored, and placed into an automation.
  • Keep in mind that you can usually clone your nurtures (aka automations). Put the proper legwork into creating a killer nurture campaign, and then rest easy knowing you just have to edit a few minor things (like event name, etc.) next time around.

Train Your Team

Okay, now back to your event strategy: Don’t assume that your sales reps (or other team members attending the event) are up to date on lead capture technology. Although there will probably be some complaining, try to get your reps into a room to refresh them on the process or train them on new tech. If you are using an event lead management app, you can have your reps install it on their devices (or the company’s devices) ahead of time so they can get some real-life practice.

You want your sales team to be on board with your process. If they are not, you maby be less successful than you could be.

Ensure Attendance

More often than not, trade show organizers will provide an email list of people who plan to attend an event. Put some thought into your plan for encouraging attendance at your booth and start building those relationships early. Gone are the days when attendees just show up and wander around. With more and more millennials attending trade shows, conferences, and other live marketing events, we find that attendees are doing more research ahead of time so that they know who they want to visit and can plan accordingly.

Make it easy for them; properly distribute and advertise your location and booth number through marketing emails, social media, and 1:1 communication (like Lead Liaison’s Sales Enablement). And don’t forget to include past attendees in your communication (based on location).

In Summary

Marketing events can be costly, so it’s important to ensure you are getting the most out of it. Properly managing your leads is essential. Include team members from both sales and marketing through as much of the process as you can, so that everyone is on board with (and will follow through with their part of) “the plan.” Below is a quick graphic you can print out and stick on your desk, so that you’re ready for trade show season!

Event Strategy: How to Properly Manage Leads from a Marketing Event

interactive lead generation
Lead Liaison

7 Interactive Lead Generation Ideas to Try at Your Next Trade Show

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Let’s face it: generating leads at trade shows isn’t as easy as it once was. Vibrant booth displays and creative signage may catch the eye of trade show attendees, but this alone won’t result in new leads for your business. We’ve rounded up a few interactive lead generation ideas that you can use to maximize the success of your next trade show.

To draw in high-quality attendees and get their information, you need to make sure they are engaged with your booth. One of the trendiest ways to boost engagement at your trade show booth is to create interactive experiences for your visitors.

Interactive experiences are highly effective for lead generation because they allow visitors to learn about your product or brand in an engaging way. And if you’re thinking that this will no doubt be expensive to execute, don’t worry — interactive lead generation exercises can be created on any size budget.  

Interactive Lead Generation Idea #1

Host a Fun Trivia Game

Make learning about your industry more engaging with a fun trivia game. Half the fun of trivia is winning, so you’ll want to have some cool prizes and giveaways. Although everyone should leave your booth feeling like a winner, be sure to reward the actual winners with something of higher value than what you give everyone else.

Interactive Lead Generation Idea #2

Use Digital Games to Draw Visitors

If you’re marketing to millennials and the generations after them, digital games are a wise investment. Digital games provide a fun experience for attendees and can help you drive qualified leads — if you use them correctly.

Before visitors play your games, collect their contact information with some sort of lead capture app. Many exhibitors neglect the importance of this step and wind up with everyone playing their games for nothing in return. Be sure to have an event lead management plan in place, so that once you capture your leads you’ll actually be able to do something with them (at least send a “Thank you for stopping by!” text/email). 

Interactive Lead Generation Idea #3

Let Visitors Spin a Wheel

As cool as technology can be, who doesn’t love a good spinning wheel? These flashy, colorful wheels may not be original, but they are extremely effective at grabbing the attention of passersby.

If you use a spin wheel at your next event, be sure to have quality prizes. Cool tech giveaways are always a winner with audiences, they fit into any promotional budget and they’re guaranteed to be held onto long after the event is over.

Interactive Lead Generation Idea #4

Use Virtual and Augmented Reality

Virtual reality (VR) and augmented reality (AR) may not be new, but both technologies are novel enough that they are guaranteed to captivate your audience and drive traffic to your booth. In fact, don’t be surprised if people form a line!

Best of all, VR and AR are surprisingly cost-effective lead generation strategies. It can take some technical know-how to get them up and going, but virtual reality headsets with your logo on them are extremely appealing.  

Visitors will be so eager to try your AR and VR that getting their information will be easy. Ask them for it during the setup process.

Interactive Lead Generation Idea #5

Let Attendees Test Your Product

Allowing visitors to test your product is both a fun experience for them and an effective way to turn a casual visitor into a potential customer. By removing some of the anxiety from the purchasing process, you’re already one step closer to converting your lead.

Interactive Lead Generation Idea #6

Set Up a Branded Photo Booth

Renting a photo booth for your trade show is far easier now than it was just a few years ago. Today, branded photo booths are sleeker and easier to set up than their bulky forebears.

Best of all, they can benefit your brand in so many ways. Not only can they increase engagement, but modern photo booths can easily be customized to promote your brand’s message and collect consumer data.

To capture visitor information, simply give visitors the option of entering their email to receive their photo digitally. Then they can share their photo on social media and provide your brand with even more exposure.

Interactive Lead Generation Idea #7

Display Touch Screens with Interactive Content

Touch screen displays are now a common sight on the trade show floor. But today, the content we use in these displays is far more engaging. Interactive content such as quizzes, games, product demonstrations, digital product catalogs and videos can spark engagement among visitors and easily double as a lead generation tool.  

In addition to being a great lead capturing tool, interactive content is a great conversation starter. Everyone will want to share their quiz results or the score they received on one of your games.

Conclusion

After spending months planning and budgeting for your trade show, you no doubt want something to show for all your hard work. Offering interactive experiences to your booth visitors will give you the edge you need over the competition and drive qualified leads for your business.

And, if you’re looking for an event lead management solution be sure to check out Lead Liaison’s GoCapture! app (which includes an onsite lead capture app AND “back office” capabilities to make it easier to take action ASAP!). 

 

Author’s Bio: Kelsey Stage is the VP of Business Development at PROMOrx. She enjoys sharing marketing and branding tips through blogging and local meet-ups. Outside the office, you can find her at the yoga studio and playing with her dog, Luna.

Lead Liaison

The Importance of Event Follow-Up: Part 1

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Your organization just attended a big marketing event. There was a lot of planning that went into your organzation’s participation at this event. You spent lots of marketing dollars trying to make an impact, and hopefully creating a lot of leads. And it worked! Your onsite representatives collected tons of leads! You probably already know that your event follow-up is important, but did you know just how important it really is? And, how rare it is?!

Why is the timing of your event follow-up important?

According to recent research from Certain published on MarketingProfs, “some 73.5% of respondents say their firm takes four days or longer to follow up with event leads. Just 2% of respondents say their firm follows up with event leads on the same day.” Most respondants to this research said that the reason they do not follow up quickly is because of how long it takes to prepare the outreach and that they do not have the tools to speed up the process.

Prompt event follow-up is critical. It allows your organization to stand out from the competition because it shows that you care enough to make that follow-up a priority.

Event lead capture methods, like our app GoCapture!™, are an important part of any marketing automation platform. This functionality allows companies to streamline thier event follow-up in a way that is personal, instantaneous, and repeatable. Our app allows onsite representatives to collect lead information quickly (without losing any valuable information), by scanning a badge, a business card, by manual entry, or even syncing with a registration list. Then, once that information is captured, it can be automatically uploaded to our database, segmented, and placed into a nuture campaign.

That nurture campaign can contain releveant event follow-up information in the form of email, text message, postcard, or even a handwritten letter (our personal favorite!). Whatever the method of outreach, the message should be well thought-out.

What kind of message to you send in your event follow-up?

First and foremost, your event follow-up should identify the specific show by name, within the first paragraph or even in the subject line. This immediately validates your outreach, which should encourage recipients to read further. And, don’t forget to include the information from the onsite representative that the prospect came into contact with. That will help create a personal connection with your outreach.

The conversations that onsite representatives have with leads can be breif, or very surface level. Your event follow-up messaging should offer a range of options for further engagement – also known as your call-to-actions (CTAs). You really want to appeal to a range of prospects at various stages of the selling cycle. You could offer a free download of a high-performing white paper, offer a free demonstration, or simply encourage your prospect to sign up for your company newsletter. These clickthrough options will help sales prioritze which leads should be called first and will also allow for further segmentation.

If you are interested in a better way to manage your event lead capture and your event follow-up, let us help you! Check out our event lead capture app, GoCapture!™ and our marketing automation platform, Lead Management Automation (LMA)™. If you like what you see, don’t hesitate to ask for a free, personalized demonstration.

Lead Liaison

Database Segmentation Can Be Easy

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Database Segmentation Can Be Easy Database segmentation is a crucial element of allowing your marketing and sales team to communicate effectively with leads and customers. It becomes even more important as the overall number of leads and customers grows to ensure that you are able to remain in contact with everyone. However, it is equally important that the communication you send to your customers is relevant to the individual, and that you are not spamming leads with unwanted information, potentially turning them away from your business. Lead Liaison features many intuitive automated tools to help you manage your growing database of customer contacts.

Different Methods Of Data Segmentation

One of the most important features of Lead Liaison is the ability to dynamically create lists in order to quickly and accurately send emails to your relevant leads. Lead Liaison has over 65 preset attributes to segment your database and help you communicate the correct information at the correct times to your leads. Those categories can broadly be defined as related to lead strength, helping you access customers when the Lead Liaison database has determined they are most ready to purchase your services, and personalization, so you can send communications based off specific relevant information gathered about your customers.

Segmenting customers according to the strength and type of leads helps you connect with customers when they are ready to purchase your service with the correct level of service appropriate for their needs and budget. Lead grade is an attribute that is defined in the Lead Liaison database based on how well an individual fits your buyer profile. This helps ensure that each customer is being approached with an appropriate level of service by your sales and marketing teams. Lead score is an attribute that is determined by a customer’s interaction with your website, sales team and marketing. This attribute helps you know how interested a customer is in your service and when they might be most likely to buy.

By creating lists based on personalization attributes, you can contact your customers with services that are specific to their location, needs or ability to interact with your services. One of the best ways to use this is by creating lists based on geography, so you can quickly communicate with your leads in a specific region with relevant information. Another important factor is a customer job title, since an owner or vice-president can make purchasing decisions that individuals lower in the hierarchy would not be able to. Past purchases is another important factor to consider when segmenting your customer database, so you can inform your customer of services that could be repeated or inform them of a complementary offer.

Use Data Segmentation To Maximize Efficiency

In addition to accessing customers to inform them of relevant opportunities, you can also use data segmentation to help reduce waste. Attributes such as delivery bounce, do not call or do not email all help to ensure that your marketing and sales teams aren’t wasting their time contacting someone who is uninterested in your service.

These are only some of the ways that Lead Liaison’s automated data segmentation services can help your business, visit our resource blog to learn more.

Lead Liaison

Understanding Your Leads With Lead Liaison

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Understanding Your Leads With Lead LiaisonIn order to both market effectively to your customers and enable your sales team to be able convert potential customers, you need to start understanding your leads, both on an individual scale and your lead database as a whole. After all, even the most skilled sales team can put up less than stellar conversion numbers if they are handed too many leads, or are not given the appropriate information to sell to promising leads. Lead Liaison incorporates a wide variety of features to help your marketing team gather information about your leads, and integrates this with features to communicate that information with the sales team.

Gather Information About Your Leads To Market Effectively

In order to learn whether your leads are ready to buy or receptive to your companies’ services, you need a way for your marketing team to gather information about them. Lead Liaison features many tools to help accomplish that. One of the most important ways to do this is with automatic lead scoring, which will score activities such as web form submissions, page views, video activity, document downloads and many other statistics, all of which can customized. In addition, Lead Liaison will connect to a lead’s social media profiles, pulling any pertinent data and adding it to their profile, helping you understand as much as possible about your leads.

All of this information is compiled into Lead Liaison’s hot lead dashboard, entitled Briefcase. This tool is designed to help your sales team interpret the data that your marketing team has gathered about leads, and will help your sales force be able to quickly access how warm any given lead is. These levels are based on a wide range of qualification factors, such as overall activity, buy signals and lead grade so the software can comb the entire database to eliminate duplicates, ensuring your sales reps never irritates a potential customer with over access.

Maintain A Relationship With All Leads, Cold Or Hot

Leads are not only potential customers when your marketing or sales team first comes in contact with them, and many of your potential leads may not be ready for the service you provide at the moment they enter your radar. In order to maximize these cold leads, and convert them into customers when the time is right, Lead Liaison has automated nurturing tools to open a conversation and keep your company present in a potential customer’s mind for when they do require your services. Our automated tools will continue to track a customer who may not be a warm lead yet, and will inform you if their pattern of behavior indicates that they could potentially become a candidate for conversion.

Lead Liaison offers many useful and efficient tools to help you, your marketing department and your sales team understand all of your leads information in order to help make sales. Visit our revenue generation blog and marketing automation resources page to learn more about how you can increase your business with Lead Liaison, and visit our website to learn more about how our software can help you gather information about your customers.

Lead Liaison

Are You Generating Helpful Visitor Profile Data?

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Are You Generating Helpful Visitor Profile Data?Small to large businesses are constantly trying to figure out how to market to their target users, often ignoring the visitor profile data that’s in their backend or marketing automation system.  The focus of many of our blogs has been to define a target audience right away. Businesses frequently build a target audience profile based on what they expect of their users or what they’d like to see, rather than using data that could help make better decisions overall.

New businesses certainly require a grand floor analysis to better determine target audience but businesses that have been around for a while are often operating with the same target audience expectations used from the start. Keep this in mind – if unused data exists, any business could be missing opportunities and data collection efforts could be going to waste.

Understanding the Visitor Profile

Some important demographics to fish out of the mix when analyzing business data include things like:

  • Time of day visitors land on your website
  • Visitor gender
  • Income level
  • Keywords used to find you

In addition to these items, there are frequently overlooked pieces of visitor information that can help businesses better target users. Mobile, operating system and browser are available pieces of data that businesses often ignore. Bottom line, if half or more visitors are viewing a website or content on mobile, businesses need to ensure mobile users have the best viewing and purchasing experience possible. In many instances, operating without a mobile friendly website is an invitation to lost sales.

Breaking it Down

Visitor profile information isn’t useful without a strategy to deploy once that info is obtained. Key players in an organization who should be privy to this strategy might include a head of marketing, sales manager and folks in executive level operating roles.

A team leader should be assigned to be in charge of gathering the data and proposing how to move forward – very likely someone in a marketing role. This person should work closely over time with marketing automation staff to ensure data is being collected properly. A good marketing automation company will also suggest how the data may correlate into a high-level strategy that can be carried out across organizational departments.

If you’re not getting the data, the sales or you want to look into marketing automation to make your overall process easier, talk to Lead Liaison. We’re here to help you figure out how buy signals, high-level data, visitor profile data and better analytics can increase your bottom line.

Lead Liaison

Ethical Visitor Tracking

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Make Sure You Have Ethical Visitor TrackingThere will always be buzz in the analytics community about whether or not visitor tracking is ethical. With Facebook’s latest Messenger company and online privacy issues hot on the minds of many internet users, the issue of what data a company should or shouldn’t have access to will likely remain a hot news item over time.

Regardless, is there anything wrong with companies using visitor tracking to meet their potential or current clients’ needs? When is visitor tracking ethical or unethical? How can businesses ensure their visitor tracking complies with the email programs, analytics programs and marketing automation software they’re using?

When Is Visitor Tracking Ethical?

Visitor tracking is all about logging information on individual website visitors for business intelligence use. Having this information on hand allows businesses to determine which action to take that might result in a conversion from the visitor. Whether this is logging IPs, collecting emails or initiating chat with a user, getting personal information about users can be beneficial for many businesses.

So when is this type of tracking ethical? When a user willingly gives a business information such as an email address, phone number, street address or any other personal data, they’re essentially giving their permission to contact them. Knowing who that user is by logging their IP and identifying further visits to determine which marketing methods might be best is permissible.

Here’s when it gets tricky – the sharing of information with other net properties or other businesses violates privacy all the way around, can be illegal and gives individual users due cause not to trust a business or engage with them further. It’s important for businesses to disclose that they take privacy seriously, and give users a 100% fair and complete expectation of what will be done with their data.

The Appropriate Disclosure

This Lead Liaison blog entry details how unethical visitor collection practices violate user privacy and could cause problems for businesses. To avoid issues, businesses should make sure they are engaging with software and visitor tracking solutions that are ethical at their core. Many marketing automation solutions have the tracking power available to provide business intelligence without violating ethics or spam or privacy laws.

At Lead Liaison, we take privacy and ethics very seriously. We work to make sure clients can get the intelligence they need without compromising user security or the trust of current or potential clients. To find out more about how our ethical visitor tracking solutions work, contact us for a consult today!

Get Awesome Visitor Tracking

 

Lead Liaison

3 Ways Marketing Automation Helps to Build Your Buyer Persona

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Marketing Automation Helps to Build Your Buyer PersonaImplement successful marketing strategies and make the most of content-driven, scalable automation confidently through understanding your buyer persona. Marketing automation is a useful tool in gathering the analytics you need to build your buyer persona, strategically reach your target audience, and truly understand what they’re looking for.

According to an article by Tony Zambito, thought leader on the topic, buyer personas describe “who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, where they buy, when buyers decide to buy, and why they make buying decisions.” That’s quite a bit of information to gather. In the end, building accurate models of buying behaviors helps you to understand how your prospects expect and prefer to interact with your brand. Use marketing automation to build your buyer persona. Uncovering such knowledge will arm both sales and marketing teams with the information and assurance they need to seal the deal.

Integrate the Analytics

With features such as Lead Liaison’s Social Append, marketing automation allows you to gather data available from a variety of sources and channels and build a telling profile of your ideal prospect. Not only will you understand their social interactions, but you’ll also have a grasp of how they expect to interact with your brand and product. Another useful way to implement the numbers and stats you’ve gathered is to sort your prospects: what actions were taken by you that won a prospect over? What were the signs that you were about to lose a prospect? Building out a thorough analysis of this data will help to create a persona based on previous experience that will ensure a successful plan for the future.

Work with the Sales Team

Get insights from the sales team to refine the personas. They’re the ones with the most direct contact with prospects, so take advantage of their findings. When using marketing automation to build your buyer persona, marketers and sales teams need to maintain a two-way communication plan so that they can nail down the specifics- what questions are your prospects asking during their buying process? What are their goals, or what are their company’s goals? What are the signs that a prospect is ready to buy? Productive lead tracking and nurturing can provide the data you need to see what action steps the marketing team is taking that lead to higher success and ROI in the sales interactions.

Create a Range of Different Personas

Don’t put all your eggs in one basket by creating and implementing just one persona. Recognize the common factors in your buyers’ decision-making process, and develop a few different personas that are testable. When thinking about a relevant range of personas, utilize customer surveys, case studies, and other tools and strategies already in place. Having a broader perspective allows you to try out various strategies to discover which works best.

Lead Liaison

How to Create a Successful Sales and Marketing Collaboration Plan

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How to Create a Successful Sales and Marketing Collaboration PlanIt’s no secret: a well-oiled organization understands the necessity of inter-department collaboration and productive communication. In order to boost lead generation, keep leads nurtured and happy, and gain return customers, you must have a successful sales and marketing collaboration plan in place. Maintaining a healthy communication internally should translate to developing a strong engagement with the target audience which helps boost your rate of return.

Marketing automation, smartly implemented, can make this process easier and more efficient. However, without sales and marketing collaboration and alignment, your sales team will inevitably waste time following leads that just aren’t qualified (yet). By keeping both parties in the know on how to properly analyze your lead tracking practices, you’ll find it’s much easier to nurture leads and provide personalized marketing efforts. Cold calling everyone who signs up for your newsletter will probably deter leads from taking the next step and you’ll risk looking desperate. Strategize and implement a clear and concise protocol for points of contact to potential leads at the appropriate times.

Maintain two-way communication

Studies have shown that returning customers make up a significant portion of your revenue, so proper lead nurturing sets the stage for a lasting relationship. Ensure your sales and marketing collaboration plan includes guidelines on how and what is communicated between departments. This level of collaboration means greater customer satisfaction through better communicated ideas. Let your marketers set up sales for success through targeted marketing campaigns that communicate a positive message about your brand and delivers what the potential customers are looking for.

Keep tasks relevant and separate (don’t do the same thing twice)

While collaboration is key, it’s still a good idea to have tasks and responsibilities that the marketing team is responsible for, and tasks and responsibilities that the sales team is responsible for. This is the reason for the division—play up each department’s strengths. The marketing team should be able to create killer content that gives the sales team the upper hand when it’s their turn to reach out to qualified leads. Sales and marketing collaboration means communicating key points between departments, not consolidating the whole process into just one team or the other.

Strategic implementation of your marketing automation practices between sales and marketing is critical. Because most of your potential customers will find your brand through the internet, chances are they can easily find your competitors as well. Use the analytics from your marketing automation to draw up a plan of action for your leads as they request more information and take the next steps. The joint efforts of both departments will enforce this plan of action. The marketing team needs to head up key strategic, back-end development while the sales team can focus on maintaining lead (and customer) satisfaction. Keeping the customer in mind throughout the whole process means keeping everybody engaged and will provide the greatest return.

Lead Liaison

Making Workflow Automation Simpler and More Manageable

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Workflow AutomationOne of the most challenging tasks business owners face is workflow automation. Without someone sitting in the middle of everything and pulling all the necessary levers to get things done, many businesses struggle with engaging in a variety of tasks – including marketing automation and lead flow.

Workflow automation doesn’t have to be painful, and it doesn’t require hiring a full time project manager for your business. The right marketing automation system can give you a workflow out of the box without a lot of hassle or time training.

Determining Your Workflow

The key to using software to get your workflow automated is to establish dependencies. This means that once an action happens on the business side, tasks, follow up and lead flow are created automatically.

Before marketing automation, business owners and project managers had to determine and set up these lead flow channels themselves. Workflow changes all that. The right marketing automation system allows your company to create these dependencies, schedule them for you and keep everything in one place so you know what isn’t getting done and can delegate accordingly.

For instance, say your dashboard registers a new lead. This lead comes in the form of an opt-in, containing an address and business information. You can set up a dependency on your backend to add this new lead to a certain geo-targeted or relevant content list. You can set tasks in your project management system for your sales team to call this lead within a few days after you get it.

The Power of Workflow Automation

You can also collect emails and send correspondence each time a new user visits your site. That’s something that a human project manager simply can’t do for you – no one should be tasked with watching IP addresses and a ticker all day to try to get leads deeper into your funnel. That’s why automation is so important – it takes the hassle out of marketing and gives you the option to create dependencies that allow business management tasks ease of flow.

Lead Liaison’s dependencies and workflow automation are set up within a program called Sparks. Lead Liaison’s automated software will monitor your back end and lead flow, and then create a series of events in the system once certain triggers happen. From a filled out lead form to a visitor coming to your site, different Sparks can be set up to create events in the backend of your business you can use to make your daily operations more productive. We’d love to show you how Sparks works – connect with us today for a consult!