Tag Archive for: Branding

Lead Liaison

An Innovative Marketing Team

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TeslaI was thinking today about how amazing Tesla’s marketing team is.  Their budget is dwarfed compared to their competition.  In fact, I have read reports that Tesla spends just $6 per car sold!  Toyota, their next most efficient competitor spends 40 times more for a car that costs 1/5 the price! A very small percentage of the population has owned (or even sat in) their car, yet a very high percentage would say that they would like to own one.  Tesla launched in 2003, and has slowly built up a fan base of customers… who don’t drive Tesla’s (yet).

How have they done this? After doing some research, I found these things:

  1. They had a vision before others.  The oldest millennials were only 12 years old, and had not developed a consumer personality, when Tesla was founded in 2003.  They realized that their immediate buyers would pay a premium to work out the technical kinks of developing an electric vehicle; while also buying time to build a long term brand focused on a new generation.
  2. They told a story.  Elon Musk, cofounder, CEO and Chairman of Tesla Motors, has promoted his vision, much like Bill Gates (a computer in every home) or Henry Ford (a car for every family) did before him.  This story was told over and over to people whom Tesla would not even target as potential buyers… for DECADES!
  3. Low cost communications.  The days of large media spends are dwindling in a new, hyper targeted communication’s economy.  No longer do effective marketers dominate market share through spray and pray communications such as TV and radio.  Instead, innovative companies are looking for ways to win the hearts of customers through personalized messaging.
  4. They have harnessed the halo effect and emotion.  Buyers of a Tesla see something sleek, innovative, and different.  As Americans, we are drawn to elegant design and prestige. Tesla has tapped into those emotions.  By playing to the heart of your consumer, they do not need to “sit” in a product to know that they will like it when they do.

Often times, in the world of marketing, we forget about relationships and emotions.  We can focus too heavily on strict budget and ROI analysis.  Our communications tend to be centered around “Fact Sheets”, price, and comparative analysis…  and we ignore the negative consequences that such approaches have on building the brand.

Likewise, most marketers tend to focus heavily on top and middle of the funnel prospect acquisition; instead of leveraging their core competency as chief communicator to touch on the hearts of the people that are going to buy from you.

Would your owners/investors/executive suite support you in taking a long term branding approach to achieve exponential success?  What creative means might you employ in your organization to build loyalty and a “cool” factor for your offering?  How would you change your core messaging and approach if your goal was to be the most successful company in your industry over the next 14 years; instead of being focused on next quarter?

Lead Liaison’s marketing automation encourages marketers to focus on long-term results and long-term relationships. Let one of Lead Liaison’s experts show you around our software. You’ll be surprised what all we support, and how easy it can be to shift gears.

Lead Liaison

How Does Digital Marketing Impact Your Ability to Build Your Brand Awareness?

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digital marketingDigital marketing has leveled the playing field for companies of any size to build awareness.  Unfortunately, it has created some unique challenges as well.  Whereas an established brand may have carried value for years (or even decades) with traditional media; brands may become stale or erode in a matter of months in the new media environment.

Taking a quick SWAT analysis of branding in a digital environment, we can quickly identify the following opportunities and challenges:

Strengths of Digital Marketing:  There’s a low cost/ease of entry. And, you have the ability to reach the world in one “market.”

Weakness: Your competition can create a lot of noise. New entrants can continually challenge your brand position.

Opportunity: A sustained/successful approach to digital branding will generate an influx of qualified leads. Converting such leads should cost a fraction of the cost of traditional media, and traditional sales efforts. The world can become your marketplace!

Threat:  If your competitor has a head start on you, it’s hard to catch up to their brand.  The greater their lead, the harder it is to overtake their position. Many companies have solutions that can out-compete their competition at every level, but lose opportunities because of their failure to win the branding war.

So What is the Solution?

Each solution is going to be unique to the company that is being advised.  What we do know is that nearly 100% of all purchases over $100 will result in some sort of online investigation by the decision maker and influencers.  As such, it is important to build your brand with a balanced approach of attraction (ex: PPC/SEO, retargeting, proactive outreach, etc), listening (visitor tracking, data intelligence, surveys, etc),  relevant communications/education (targeted email, direct mail, videos, etc), and execution (sales calls, relevant calls to action) and remarketing (effectively supporting and upselling to your existing list of fans and customers).

If you are interested in learning more about how you could build your brand,  Lead Liaison is currently offering a free brand analysis to all interested parties.  Simply click here to talk to someone about our process and to enroll in the program.

 

Lead Liaison

Building a Brand Strategy

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Do Not SurrenderFive or six years ago, John’s company was already spending money on things like SEO/PPC/Adwords and other affiliate programs to drive people to his website. The website was beautiful, informative and ahead of it’s time.  The results however, were abysmal.  The company had failed to develop a strong brand message and image.

Then something changed.  The company started to develop relationships through on-going content that consistently told a story, tone, and image.  People started to equate their messaging as the gold standard in the industry. Within a couple of years, people would call John and feel honored just to be able to talk with him.  Just a couple years before, these same people wouldn’t even call him back! So, what changed? Simple: He applied a brand that others were aware of, trusted, and would be top of mind when a need arose.

Oftentimes, companies assume that they are not ready to use marketing automation or brand strategy until they fix their website, improve their traffic issues, or develop an SEO /PPC/Adwords/Retargeting strategy. The reality is that your company cannot afford to wait a single day when it comes to building your brand reputation.  Each day that you wait is a day in which you raise the white flag of surrender to your competitors in the battle for the mindshare of your prospects.

Remember this:  You can have an effective marketing automation/branding approach without a website… but you can’t have an effective website without a successful and sustainable branding message.

Interested in learning more about how you can build a brand strategy with marketing automation?

Get a Demo

 

 

Lead Liaison

Lead Liaison Announces Branding Update to Revenue Generation Software® Suite

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Four Product Offerings that Drive Company Revenue

Allen, TX (PRWEB) July 07, 2015 – Lead Liaison, the leading provider of marketing automation software to the mid-market, introduces branding updates to their Revenue Generation Software®.

Lead Liaison has always encompassed their Revenue Generation Software® as a suite of software solutions optimized for sales, marketers, and executives to help drive a company’s revenue. With today’s announcement, Lead Liaison introduces a consolidated portfolio of four products, Lead Management Automation (LMA)™, SiteEngage™, ProspectVision™, and Send & Track™.

Lead Management Automation (LMA)™ is Lead Liaison’s affordable, enterprise-grade marketing automation platform. As the core of their software suite, marketing automation helps businesses be more efficient by automating tasks that would typically be time consuming and labor intensive. Sales and marketers benefit from lead nurturing, lead qualification, lead distribution, deep sales intelligence, CRM integration, marketing content creation and much more in a well-constructed software platform.

SiteEngage™ is Lead Liaison’s solution that helps companies engage website visitors and convert anonymous website traffic into identified individuals. Companies can use SiteEngage™ to deeply personalize content, whether it’s embedded or displayed through an engagement window that’s overlaid onto a website. Companies use SiteEngage™ to build newsletter lists, display offers and secure new customers.

ProspectVision™ is Lead Liaison’s website visitor tracking solution. ProspectVision™ not only identifies companies that visit a website, but people as well. The holistic tracking solution doesn’t just track page views, it builds a rich prospect profile consisting of offline and online engagement (marketing email, direct mail, videos, sales emails, documents, and more).

Send & Track™ is Lead Liaison’s sales efficiency solution for Outlook, Google Mail and other email clients. Salespeople benefit from Send & Track™ by being able to create and nurture prospects right from their email client, such as Google Mail integrated with Google Chrome. This time saving solution helps insert templates, add prospects to lists, and much more – right from their fingertips, without having to login to separate software, such as a CRM.

Each solution complements one another and when used together, solidifies a concrete solution for B2C and B2B sales and marketing operations. Each solution contributes in its own way to one thing – customer revenue. Lead Liaison’s solutions are provided as Software as a Service (SaaS) offerings. Bundle discounts are available. To purchase any of Lead Liaison’s Revenue Generation Software® contact a Lead Liaison Representative today.

About Lead Liaison

Lead Liaison is a cloud-based sales and marketing automation solution that helps businesses accelerate sales by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of marketing automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales support with solutions such as a hot-lead dashboard, Buy Signals and a live ticker alert of businesses on the customer’s website. Lead Liaison blends ease-of-use, a flexible business model, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality, all specifically tailored for mid-sized businesses, into a single platform, called Revenue Generation Software®. Lead Liaison is headquartered in Allen, Texas, near Dallas, and employs 22 people. For more information, visit http://www.leadliaison.com or call 1-800-89-LEADS (895-3237).