True Influence, a provider of pay-for-performance lead generation solutions, today announced the launch of the LeadPAC Free Plan, as well as tiered pricing plans available on a monthly or pay-per-play basis.

LeadPAC, which was launched commercially in September 2011, is a behaviorally targeted, self-service email prospecting platform designed to enable online advertisers and marketers to target the right message to the right person at the right time.

The new free plan is designed to enable sales and marketing professionals to run one email prospecting campaign and generate up to 10 leads per month for free, and generate additional, verified leads at $40 per lead thereafter.

True Influence has added more than 30 new customers in 2011, according to CEO Brian Giese.“What we know and what we stress with our customers is that emails need to be educational in nature in the business market, and must address a very specific need,” Giese told DemandGen Report.

Giese added that today’s BtoB buyers are adept at cutting through the clutter and separating spam from valuable content, which has made it critical for organizations to tailor information and offers to resonate effectively. “Every email should be behaviorally targeted and provide content that offers something valuable and relevant to the recipient, whether it’s an invitation to a webinar, a link to download a white paper or access to an E-book. When you’re using email to market your products and services to the BtoB buyer, send the right email to the right person with the right offer at the right time.”

LeadPAC is based on a cost-per-click (CPC), pay-for-performance delivery model. There are no recurring monthly charges, no set up fees, and no long-term commitments. Customers pay only for leads that match their pre-determined criteria. By utilizing the technology, marketers can access prospects’ full contact information with one-click and can immediately add it into their sales pipeline for follow-up.

CEO of True Influence, discusses what kinds of content works well for b-to-b emails, addresses the challenges of list churn for b-to-b marketers and talks about email deliverability at the enterprise level. Giese has held executive level positions at Harte-Hanks, I.T. Selling Worldwide and Avectra.

Source:
DemandGen Report

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Brian Giese, CEO of True Influence, discusses what kinds of content works well for b-to-b emails and addressing the challenges of list churn for b-to-b marketer. Read Now

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On November  10th, Steve Bernstein, Founder and Principal Consultant, Waypoint Group presented an informative webinar on “3 Steps to Acquiring New Sales-Ready Leads Faster than Ever Before” Webinar helped the audience in understanding the innovative process that has proven to drive new opportunities for the sales team –producing conversion rates in excess of 30%. We also discovered:

• Preparing by predicting your results in expected revenue.
• Where to find these opportunities: The new ‘targeting’ method
• How to engage them
• How to get started and how fast you will see results

Watch It Here

It seems people have grown weary of “gated” web content – the practice of requiring site visitors to fill out a form to gain access to premium content.  Conversion rates are declining steadily for all but the most valued websites. The reasons vary according to market surveys – some responders complained of the time to complete the forms, while others doubted that the quality of the content would justify the follow-up phone calls they assumed would be received from aggressive marketers.  And, despite passage of the CAN-SPAM Act, there are still those who are reluctant to share personal information for fear it will lead to clutter in their In boxes. The aggregate result of all this is a strong prospect preference for non-gated content.

In this business brief from the marketing experts at True Influence™ try to answer the most commonly asked content marketing question. To Gate or Not to Gate. Which approach is best for your business?  Read on…

Read the Business Brief

On Oct 13, Kim Albee, President and Founder of Genoo, presented an informative webinar on “How To Get Started With Content Marketing and Marketing Automation”. This session was a pragmatic approach to easily getting started generating leads to help your business grow.

This Webinar highlighted on the aspects of:

1. How to think about your goals with online marketing, so they lead to a campaign that will work.
2. How to research your target audience and uncover the content that will engage.
3. The essential elements of the campaign, and putting them together.
4. How to follow up effectively with the leads you generate and keep them engaged.
5. How to drive traffic to your content.

Watch It Here:

Date: October 13, 2011 2:00 PM – 3:00 PM EST

In this webinar, Kim Albee, President and Founder of Genoo, will show you how to get started with Content Marketing and Marketing Automation.  This session will be a pragmatic approach to easily getting started generating leads to help your business grow.

About the Speaker:

Genoo Founder and CEO Kim Albee has over 23 years of experience designing software and running businesses. Her passion is in creating systems that are easy to use and helping companies attract more prospects and close more sales. When new technology appears, from social networking to the Kindle, Kim is among the first to play with it and show others the best ways to use it. She has founded two marketing software companies, Einsof Inc in 2000 and Genoo LLC in 2008.

Kim founded Genoo LLC, a Software as a Service (SaaS) offering of Integrated Online Marketing Tools (http://www.genoo.com). Genoo was built for marketers struggling to keep up with the speed and functionality required to leverage the Internet effectively to drive growth for their companies.
After working on many solutions for mid-to-large corporations, Genoo set out to recreate those tools for the small and mid-sized market. The software design baked in enough flexibility and functionality for large corporations, but made the tools widely accessible to every marketer who needs them.

Watch the Presentation

Marketers know the importance of sending relevant, tailored communications. But how well are we doing? Not so well according to a  poll by Chief Marketing Officer Council. This poll reveals that of 91 percent of consumers who opt out or unsubscribe to emails, 46 percent are driven to brand defection because the messages are simply not relevant. Ouch.

How connected are marketers to their customers? Not doing well here either, with nearly three quarters of consumers reporting they have received promotions for products they have previously purchased from the company.

If marketers know how important it is to be timely, relevant and personal, why is this such a challenge? One might argue marketers have a wider array of tools and technologies at their disposal, so shouldn’t they be doing a better job? While its certainly true there are more technologies to choose from, the reality is having a tool in your tool belt and knowing how to put it to best use are two entirely different things.

So, how then to achieve the holy grail of personalized and relevant email marketing? By adopting precision marketing approaches that utilize more tailored and targeted messaging throughout the customer life cycle. Continuous data collection, as well as integration and on-going analysis are needed to produce customer insights. These insights enable marketers to achieve mass-customization of messaging to customers and generate improved response, engagement and retention.

As an accomplished eMarketer, you may already have sophisticated Marketing and SalesForce.com Automation systems in place. You may also be using an analytics module to provide  in-depth stats by the minute, as well as a set of Automated Marketing Programs  to qualify, score and funnel Leads to your Sales system. With all of this in place, you will have a steady volume of prospects flowing through your system and a lead conversion rate on par with industry average.

However,  to add the ‘Customer Driven’ dimension to your automated marketing programs, one must design programs that elicit targeted actionable feedback from your prospects, leads, customers and marketing programs that are ‘Agile’ enough to adapt themselves based on customer feedback.

The key here is to ask the right questions to the right person. If you already have a lead/prospect/customer scoring mechanism built into your marketing programs, you could use the score to determine whom to ask what.

For Example:  When you lose a lead after he was assigned to a sales executive, you could send a satisfaction survey email asking to rate the salesperson. This feedback could be used by your agile marketing program to route your hottest (highest scoring) leads to one of your top salespeople in the future.

If one of your existing key customers gives you a very high overall rating, your agile marketing program would take note of this and send out an email asking for references or perhaps send another email to try and crosssell/upsell more products.

When reviewing automated marketing programs make sure you’re also evaluating just how agile and customer driven they truly are.

Lead nurturing is a really misunderstood topic in marketing today. In fact, most marketers don’t understand what it IS and what it IS NOT at all.  So, here we go. Some thoughts on what it IS and what is IS NOT for you.

It IS NOT Lead Nurturing When:

• You  send the same old stuff (white papers, case studies etc.) over and over again to the same old prospect list and expect a different result.  Sound like the definition of insanity?
• Your sales team calls prospects that are in the early stages of the buying process every month just to “stay in touch” with them.
• You offer brochures or data sheets to early in the sales process about your product or service and expect a prospect to read them.

It IS Lead Nurturing When:

• You send an automated series of targeted emails that include content based on the prospects’ interest, role or location.  The purpose is to answer a question or offer more information – automatically.  Lead nurturing is sending information that is relevant to their problem or tries to help them do their job better without asking for anything in return.
• Your sales team makes calls based on marketing “touches” that adds value to the interaction. This gives them a valid business reason for each call.
• You focus on sharing content that’s relevant to them even if they never buy from you.  Getting them to remember you by not “selling” them through external offers but by creating internal pressure for them to buy from you.

Just like you,  your audience is well educated and does not want to be sold. But they do want to buy and are hungry to be educated so you can take advantage of that. And,  in the end, real Lead Nurturing will create a sales pipeline that is very predictable and more reliable for your marketing and sales management efforts.

“… Sales is viewed by Marketing as arrogant, Marketing is viewed by Sales as irrelevant.”
Brian Giese
CEO
True Influence