|By Doug Masi||
|June 8, 2014 11:48 AM EDT||
Several of the ideas were presented at Infusionsoft most recent convention held in Phoenix Arizona. As a certified partner since 2008, I have had the pleasure of attending InfusionCon over the last several years, I can confidently say they have grown each and every year, now requiring the entire Phoenix convention center. Plenty of room to grow, as the convention center is huge. Meeting small-business owners from all parts of the globe is not only rewarding it's very educational. Just learning how they implement follow-up campaigns and automation into all types and styles of business, is extremely helpful when consulting with other business owners. Just one small idea such as multiple tags or groups segmenting your data can be highly beneficial.
Case Study 1: Notes from InfusionCon via the "Automation Coach"
The Sales Representative Business Models:
With the Founder being an airline captain, he realized he needed to "hire your weakness", so he put ads in Craigslist for commission-only salesmen. He had no money for hiring salesmen any other way. The ICE Keytag business really is a One Man business, but it is also a Sales Representative Business Model which means it is so much more than one man. Infusionsoft made this possible. Tom (the Founder) even said he nearly cried when he discussed the possibilities of Infusionsoft with his Infusionsoft rep back before he first signed on.
The ICE Keytag business was actually booming before Infusionsoft. But the problem wasn't how to grow, it was more about how to remain sane while managing 400+ independent reps all over the world while using Excel spreadsheets and paper! Many times Tom had to intentionally slow the business down just to keep up. Implementing Infusionsoft was able to change all of that by streamlining the hiring and training process of new reps. All prospective Sales Reps went through a 5 module training program (complete with quizzes) and even had a paper agreement created in the end for them to sign. Everything was automated!
In 2014, ICE Keytags also launched the pet equivalent of their keytags. This combined with the new Medical Alert keytag has opened up even more possibilities for the business, but still at the core is the methods used with the original business. The heart of the emergency data retrieval system is Custom Contact Fields.
"Our business has grown on the back of the referral affiliate model, with commissioned sales reps fueling our global growth."
Referral affiliates have their own customized websites, links to whatever medium they want (email, print, banners, etc), personalized marketing videos, along with 7 hot call to action buttons loaded up with affiliate links. Each link goes to different places whether it is a book, the ICE Keytag store, or a recruiting portal, but all leads are captured and assigned to the referring affiliate. All opt-ins to marketing are driven to appropriate landing pages and funnels. The recruiting funnels all lead to the Icekeytag.com/prospect address.
ICE Keytags posts regularly to Facebook (daily). When Tag holders register their Keytags, they get access to a members only directory of ICE Keytag merchants around the world. They also start getting marketing emails as well. Several evergreen webinars are used to draw traffic, but it is the hundreds of affiliate websites that drive huge traffic to the main ICE Keytag website.
One very clever technique is to follow up with clients who recently purchased a set of Keytags and remind them that they should contact the people listed as who should be contacted in case of an emergency. These contacts are very likely told about the Keytags which may become clients, but ICE Keytags does something different here too. They give their current clients a special offer to extend to the friends and family of the current client. This way, the client not only is helping him or herself by informing the emergency contact, he also gets to be a hero by getting a ‘special price' for friends and family.
ROI for ICE Keytags is huge as almost no money is spent on marketing aside from some targeted Facebook postings. Sharing a percentage of sales that other people make for you is the reason affiliate sales is so attractive in any business.
Tom recommends doing a regular purge of your database of inactive contacts and leads. He likes the Scott Richins List Hygiene techniques from the Infusionsoft Mastermind call. (I'll be looking into this and post it when I have learned more).
Case Study #2: The Harrelson Group (Real Estate Sale application)
The Harrelson Group was ranked #1 for "Per Agent Production" in 2012 due to the automation possible with Infusionsoft. They have spent over 100 hours building content to streamline the process of incorporating all of the agents in the company. But now the business runs very smoothly with much fewer people handling many more transactions.
Most prospects are not ready to sell their homes, so The Harrelson Group nurtures people for years so that when they are ready, the prospects call them first.
Everyday, three hours are spent sourcing new leads. Greg (Founder) believes in regularly filling the funnel with new leads. After this, only 30 minutes are needed to follow up with the leads using Infusionsoft.
Infusionsoft lets Greg "take the position as coach. I'm not my agent' boss or broker. I'm optimizing my agents like some people optimize their website. My goal is to develop my people." More contacts are gained now than lost, and segmentation makes delivering useful content based on interest much easier. Over 1500 tags are present AND used.
Use of Infusionsoft gave The Harrelson Group the No. 1 brand recognition in their marketplace and helped them position themselves as an authority in their market. Communication is centralized and controlled. Marketing can stay consistent even with 50+ agents because it is centralized. 30,000 - 40,000 people are getting Non-Sales information monthly. This information builds authority. Unlike Zillow or Trulia, the messages sent out can be tailored to the recipient and timed appropriately.
One newsletter is written each month, but by using re-branding tricks in Infusionsoft, it looks like it comes from each agent complete with customized contact information and headers. Consistency in message and delivery is maintained by using Infusionsoft.
If a condo in a particular building was sold, by using a tag search, other condo owners could quickly be found in the database and notified about the sale. Often this will generate more sales.
The Active Seller Campaign (which is their favorite campaign) not only educates the sellers on practices and procedures, it also informs the seller of marketing adjustments for their listings. Greg says the most important factor in the selling process is to keep the clients informed and stable in their chose to list a property with them. The campaign is a set of emails for an entire year, but after two months, the emails only go out once a month.
After a contract is signed, contacts are entered into a Post Client Campaign with "Seller" based emails being sent to keep branding and market authority fresh in their new client's mind. This helps with repeat sales as well as referral business. These monthly emails run for a full year and then restart automatically.
Remaining thoughts: let me leave you with this idea...
If you have not consider Implementing webinars into sales training processes, consider yourself in a few of these examples:
We have examples that include everything from orthodontics, to coaching/consulting.
How an Orthodontist Made Millions with Lifecycle Marketing Check it out.
Dr. Dustin Burleson presents Lifecycle Marketing strategies that he used to grow his orthodontics practice from $1.5M to $4.2M in revenue.
Win the Game with Strategic Planning Check it out.
Create the right referral programs within your business and you can send your new customer count through the roof!
Love to have you test out my free weekly automation tips: I will only send you one email at the beginning of the week. Test and get a feel how quickly you can setup a system to stay in front of your prospects and clients. I'm here to help anytime. more here
TIP: Always start with your (MAP) Marketing Automation Plan. - Get what's in your head down on paper. Current and new processes. Improve one task at a time.
The 3rd International WebRTC Summit, to be held Nov. 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA, announces that its Call for Papers is now open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 15th International Cloud Expo, 6th International Big Data Expo, 3rd International DevOps Summit and 2nd Internet of @ThingsExpo. WebRTC (Web-based Real-Time Com...
Sep. 5, 2015 07:15 AM EDT Reads: 1,646
Contrary to mainstream media attention, the multiple possibilities of how consumer IoT will transform our everyday lives aren’t the only angle of this headline-gaining trend. There’s a huge opportunity for “industrial IoT” and “Smart Cities” to impact the world in the same capacity – especially during critical situations. For example, a community water dam that needs to release water can leverage embedded critical communications logic to alert the appropriate individuals, on the right device, as...
Sep. 5, 2015 07:15 AM EDT Reads: 151
Manufacturing connected IoT versions of traditional products requires more than multiple deep technology skills. It also requires a shift in mindset, to realize that connected, sensor-enabled “things” act more like services than what we usually think of as products. In his session at @ThingsExpo, David Friedman, CEO and co-founder of Ayla Networks, will discuss how when sensors start generating detailed real-world data about products and how they’re being used, smart manufacturers can use the ...
Sep. 5, 2015 07:00 AM EDT Reads: 123
Even though you are running an agile development process, that doesn’t necessarily mean that your performance testing is being conducted in a truly agile way. Saving performance testing for a “final sprint” before release still treats it like a waterfall development step, with all the cost and risk that comes with that. In this post, we will show you how to make load testing happen early and often by putting SLAs on the agile task board.
Sep. 5, 2015 07:00 AM EDT
SYS-CON Events announced today the Containers & Microservices Bootcamp, being held November 3-4, 2015, in conjunction with 17th Cloud Expo, @ThingsExpo, and @DevOpsSummit at the Santa Clara Convention Center in Santa Clara, CA. This is your chance to get started with the latest technology in the industry. Combined with real-world scenarios and use cases, the Containers and Microservices Bootcamp, led by Janakiram MSV, a Microsoft Regional Director, will include presentations as well as hands-on...
Sep. 5, 2015 07:00 AM EDT Reads: 445
WebRTC has had a real tough three or four years, and so have those working with it. Only a few short years ago, the development world were excited about WebRTC and proclaiming how awesome it was. You might have played with the technology a couple of years ago, only to find the extra infrastructure requirements were painful to implement and poorly documented. This probably left a bitter taste in your mouth, especially when things went wrong.
Sep. 5, 2015 07:00 AM EDT Reads: 518
It’s been proven time and time again that in tech, diversity drives greater innovation, better team productivity and greater profits and market share. So what can we do in our DevOps teams to embrace diversity and help transform the culture of development and operations into a true “DevOps” team? In her session at DevOps Summit, Stefana Muller, Director, Product Management – Continuous Delivery at CA Technologies, answered that question citing examples, showing how to create opportunities for ...
Sep. 5, 2015 06:45 AM EDT Reads: 552
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding bu...
Sep. 5, 2015 06:30 AM EDT Reads: 1,727
The Internet of Things is in the early stages of mainstream deployment but it promises to unlock value and rapidly transform how organizations manage, operationalize, and monetize their assets. IoT is a complex structure of hardware, sensors, applications, analytics and devices that need to be able to communicate geographically and across all functions. Once the data is collected from numerous endpoints, the challenge then becomes converting it into actionable insight.
Sep. 5, 2015 06:00 AM EDT Reads: 148
With the Apple Watch making its way onto wrists all over the world, it’s only a matter of time before it becomes a staple in the workplace. In fact, Forrester reported that 68 percent of technology and business decision-makers characterize wearables as a top priority for 2015. Recognizing their business value early on, FinancialForce.com was the first to bring ERP to wearables, helping streamline communication across front and back office functions. In his session at @ThingsExpo, Kevin Roberts...
Sep. 5, 2015 06:00 AM EDT Reads: 146
In his session at @ThingsExpo, Lee Williams, a producer of the first smartphones and tablets, will talk about how he is now applying his experience in mobile technology to the design and development of the next generation of Environmental and Sustainability Services at ETwater. He will explain how M2M controllers work through wirelessly connected remote controls; and specifically delve into a retrofit option that reverse-engineers control codes of existing conventional controller systems so the...
Sep. 5, 2015 05:00 AM EDT Reads: 300
ElasticBox, the agile application delivery manager, announced freely available public boxes for the DevOps community. ElasticBox works with enterprises to help them deploy any application to any cloud. Public boxes are curated reference boxes that represent some of the most popular applications and tools for orchestrating deployments at scale. Boxes are an adaptive way to represent reusable infrastructure as components of code. Boxes contain scripts, variables, and metadata to automate proces...
Sep. 5, 2015 04:30 AM EDT Reads: 159
To assist customers with legacy Windows Server 2003 that is no longer supported by Microsoft, Racemi has introduced fixed price packages for upgrading and migrating Windows Server 2003 servers to either Windows 2008 R2 or Windows 2012 R2 and the choice of Amazon Web Services (AWS) or SoftLayer cloud. "We're extending a lifeline by upgrading the legacy servers to more modern Windows Server platforms while taking advantage of cloud computing," said James Strayer, vice president of product managem...
Sep. 5, 2015 03:30 AM EDT Reads: 125
To support developers and operations professionals in their push to implement DevOps principles for their infrastructure environments, ProfitBricks, a provider of cloud infrastructure, is adding support for DevOps tools Ansible and Chef. Ansible is a platform for configuring and managing data center infrastructure that combines multi-node software deployment, ad hoc task execution, and configuration management, and is used by DevOps professionals as they use its playbooks functionality to autom...
Sep. 5, 2015 03:00 AM EDT Reads: 159
Skeuomorphism usually means retaining existing design cues in something new that doesn’t actually need them. However, the concept of skeuomorphism can be thought of as relating more broadly to applying existing patterns to new technologies that, in fact, cry out for new approaches. In his session at DevOps Summit, Gordon Haff, Senior Cloud Strategy Marketing and Evangelism Manager at Red Hat, discussed why containers should be paired with new architectural practices such as microservices rathe...
Sep. 5, 2015 02:00 AM EDT Reads: 468