10 Marketing Tools The Experts Use

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email marketing tools:

Moosend

moosend

Moosend is a great tool for email marketing. Moosend provides a fully featured email marketing service such as personalized fields, A/B split tests, reporting/analytics, auto-responders and segmentation.

Its interface is easy-to-use with a simple, modern design. With their free plan, you will have access to all of the features except the dedicated IP address, the free trial lasts for three months and the paid plan price starts from $10 after the free trial ends.

 

Cakemail

cakemail

Cakemail is a email marketing tool made for small businesses, with their relatively simple features and an affordable price, you can easily manage and grow your business.  

 

ActiveTrail

ACTIVE TRAIL

 

ActiveTrail is an “All-in-one” email service tool, it is not simply just an email marketing tool, ActiveTrail offers other solutions such as marketing automation, SMS marketing software and online surveys. Their monthly plan starts from €7 with up to 500 contacts and unlimited emails.

 

DirectIQ

direct IQ

 

DirectIQ is another email service provider for businesses, by few clicks, you may already create your own template. With the free plan, users will have 500 contacts and 2000 sends, the paid plan starts from $12 per month.  

 

Social media managing tools:

Viraltag

viraltag

Viraltag is a social media tool, it makes automating content sharing much easier. With this tool, it saves a lot of time for scheduling the posts. Viraltag provides a complete social media report to help you measure your success and grow your business.

 

Quuu

quuu

Quuu is a third-party platform.By choosing some relevant interest categories that is important to your website and your audience, the tool will automatically forward six related content related to your chosen category every day according to the system. You may also set it automatically to be posted on your Twitter and Facebook through Buffer. Their pricing starts from $19 per month with up to 6 new suggestions per day per profile.

 

Publbox

publbox

Publbox is a all-in-one tool for social media. They provide features such as post advisor, smart calendar, analytics tracker and design editor. Their video guides are useful, it clearly showed how it works for a new user. Publbox’s paid plans starts from $9 a month, for 1 user and 5 social media profiles.

 

Combin

combin

Combin is a social media management tool for Instagram. It is simple to use and making instagram marketing much easier. With their free plan, you may manage 1 instagram account, 50 search results for posts and 250 daily actions.

 

SEO tools:

MarketingMiner

marketing miner

MarketingMiner is a dating mining tool for SEO specialists. It is a great tool to get information from your clients by using their keyword analysing tool. You may also use their tools to  analyse your competitors. With MarketingMiner’s free version, you are allowed to do 330 search volume requests or 100 Google queries.

 

Webtexttool

WEBTEXTOOL

Webtexttool is another useful and affordable SEO tool, it helps you to improve your content and get a better ranking on Google. Their plugin for WordPress is a huge advantage. Webtexttool provides plans start from $19 per month.

 

 

 

10 Best Free CRM Softwares

10 Best Free CRM Softwares (1)

There are roughly two types of free CRM software, one is called the  freemium model, the kind of free CRM we mostly see on the market, freemium model CRMs usually limits the number of free plan users, contacts, storage, and extra features. The second type is open source software.

However, most of the CRM products on the market are quite expensive as for small and medium-sized enterprises. Therefore, Getemail recommends 10 free CRM software to help you manage your customers and improve your core competitiveness.

 

1.Free CRM

free crm

Free CRM is the best CRM software in some way. Their free version includes 100,000 contacts, and all the basic features. However, the free version can be only used for free during one year, and there is no technical support.

Free CRM’s upgraded version has a relatively nice price for large and medium-sized businesses. The upgrade costs $29.95 per user per month, including more features, more storage, and technical support.

 

2.Raynet

raynet

Raynet’s positioning of its own market is an easy-to-use CRM software. Its free version is available for two users, with up to 150 accounts, 50 MB of storage, and customer support.

Raynet’s system interface is well designed, with the “Account Card” feature,you can see at a glance most of the information a customer needs, including how valuable this customer is to your company.

 

3.Interakt

interakt

Interakt has a forever free plan which includes 5000 of total leads, 1500 emails per month and free for one user. Their paid plans start from $41 per month with 50,000 of total leads and 3 users.

Interakt is a great tool for small businesses that needs an affordable and all-in-one solution for customer interaction.

 

4.Really Simple Systems

really simple systems

Really Simple Systems is free forever for two users, including 100 accounts , unlimited number of contacts and tasks saved under the account, 100 MB of storage, and complete customers for free Support services.

Really Simple Systems is popular among the market because it is very easy to use , it provides excellent user support. Really Simple Systems is designed for small B2B businesses and it is therefore best suited for small businesses, not large and medium-sized businesses.

 

5.Cloze

cloze

Cloze has a smart system for finding and managing relationship between your customers. With Cloze, you can easily analyze conversations and find out how are you related to this customer. Their free plan includes the core features and 25k contacts, the upgraded plan with more features starts from $19.99 a month.

 

6.Lynkos

lynkos

Lynkos, a powerful CRM system for the small companies and startups who don’t have a lot of budget to invest on a CRM tool , providing a variety of basic functions, available for up to 2 users for the free version. With a free version, Lynkos offers features such as contact management, sales management, project management and automatic lead search.

 

7.Composity

composity

Composity, another CRM designed for small businesses, this simple used CRM tool can be easily managed by people with or without computer skills.

The free plan is available for up to 3 users, 200 CRM contacts and 100MB of storage. However, they do not provide customer support for the free plan users. For small businesses searching for an integrated software solution for an affordable price, Composity is a great option.

 

8. Soffront  

soffront

Soffront’s CRM and marketing automation is one of the best in the market, the friendly interface and the complete features has made managing customer information much easier.

Soffront has a free plan, providing 250 contacts per month, basic reports, available for 1 user and basic reports. They do not provide customer service for the free plan.

 

9.eWay CRM

EWAY CRM

eWay CRM is one of the best CRM designed for Microsoft Outlook. eWay CRM’s free plan has a 200 MB storage limit, available to use on multiple devices and email support. It is useful as users can easily customize their workflows,forms and user permissions.

 

10.Evolumi

evolumi

Lastly, we have Evolumi, this fast growing company from Sweden provides a wide range of functionalities for . One of the strongest point about Evolumi’s free plan is the unlimited amount of users! Evolumi’s features includes such as contact management, action and task management,insights and email integration.

 

Leung Kei TSANG

Marketing Responsible Getemail.io

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State of Chatbots

Chatting robots, a computer program designed to simulate conversation with human users, especially over the internet. In fact, what they can do, by all means, is not just chatting with the user. Chatbots can develop tools with different functions according to the builder’s different purposes. This also shows that in addition to chat, chatbots also have greater potential waiting to be developed.

statistic_id656596_chatbot-market-worldwide-2016-and-2025Grand View Research. n.d. Size of the chatbot market worldwide, in 2016 and 2025 (in million U.S. dollars). Statista.

For example, for companies, chatbot is a gracious and intelligent brand spokesperson who can introduce visitors to the company’s top technology, data mining and supporting the human resource. From the merchants’ aspect, chatbot is a caring and efficient shopkeeper, it can recommend the most suitable journey and investment project for visitors. Chatbots which can directly and intuitively start interaction without additional installation, can of course be an assistant who integrates physical location information, providing exhibition guides, on-site promotions.

 

Chatbots & Artificial Intelligence

In short, because of the popularity of chatbot technology, for the first time, people can easily apply “artificial intelligence” to the community and business. Therefore, the marketing staff of the operating community can obtain technical support, technical person can also get a community of practical skills.

For the chatbot to have enough wisdom to talk with the customers, there must still be technical support such as machine learning and deep learning. However, the recent attention of these two technologies and the many open source communities that have emerged in succession have made machine learning possible. The development of such fields as deep learning has made great progress in recent years.

As a result, artificial intelligence has long been a distant dream. Now when you want to build a chatbot, you no longer have to grope, construct, or train an artificial intelligence engine from scratch. You can establish the goal of a chat robot and devote its energy to a deeper level.

 

Some of the best intelligent Chatbots online you may like to chat with :

  1. Rose: Rose is one of the chatbots that is highly humanized.  http://ec2-54-215-197-164.us-west-1.compute.amazonaws.com/speech.php
  2. Mitsuku: One of the best chatbots, the winner of the Loebner Prize https://www.pandorabots.com/mitsuku/
  3. Poncho: A messenger designed bot, it is very friendly and helpful for daily life, it can even send alerts about the condition of the weather. https://poncho.is
  4. Andy: Andy chatbot was customized for learning English, except the chatting function, it also gives out grammar lessons and vocabulary every day.  https://andychatbot.com/

 

Examples of companies that have adapted chatbots

JPMorgan Chase: Their bot, COIN, is able to analyse the legal contracts more efficiently than human lawyers, this bot has helped them saved more than 360,000 hours of manpower! As for the future, they are aiming to use the bots to establish some new sources of revenue.

Asos: By using the messenger chatbot, Asos has increased their annual orders by 300%, at the same time they managed to reach 35% more potential customers.

KLM: By implementing the messenger chatbot, KLM has increased 40% of their interactions with customers, 15% of the customers download their boarding pass on the chatbot. The chatbot integration did not only increased their revenue, but also increased the brand loyalty.  

 

How will chatbots be impacting the human workforce?

While chatbots becomes more and more useful, companies started to implement this tool into different departments with different usages. At the same time, it impacts the workforce in different levels.

  1. Customer services:In terms of customer services, Drift’s chatbot report has stated that, most of the customers now prefer to communicate with a chatbot in several circumstances. When they wanted to get a quick response, when they are searching an answer for a simple question or the ability to get a 24-hour service.However, shown in the survey, in some of the situations, people still prefer to communicate with a human. For instance, while dealing with complex problems, the customers would rather talk to an expert such as an engineer. Besides, people feel more ease while communicating with people in the phone, email or live chat.

    Indeed, it is efficient to use chatbots as a supplement to the human workforce, however, it doesn’t mean to replace all of them. As while chatbots cannot replace emails and phone, businesses will still need human when it comes to answering the technical and complex questions.

  2. Human Resource department:For the HR department, nowadays, chatbots are already performing some basic HR roles. The most common feature will be the FAQs, when employees are asking questions such as “How many holidays do I have left?” or “When is the next pay day?”.Except of the chat function, chatbots can also be used in assisting the recruiting process, on boarding and training, schedule meetings and company policies questions.

    The change doesn’t mean that the jobs that are related to HR is under a threat, however, it means that humans have to change their roles in some ways and work on more important strategic tasks.

 

 

 

Chatbots: The future of training?

While chatbots are normally being seen as a standardized service with regular conversations. In fact, chatbots are now developing into a wider scope of application:

  1. New employee on boarding and training
  2. New manager training
  3. Diversity and inclusion training

 

It has been proved that, nowadays, people expect the online service to be instant, their questions and their requests can ideally be handled immediately. That’s why chatbots now have an important role. Not only providing the instant reply, a 24-hour service and also giving the answers to simple questions consumers might have. Indeed, technology improves the speed, automation and efficiency in the workforce. Which means that people have to re-position their roles given the more time and chance to focus on the more value-based tasks.

 

References

  1. Bassett, G 2018, ‘THE RISE OF CHATBOTS’, Journal Of The Australian & New Zealand Institute Of Insurance & Finance, 41, 1, pp. 38-40, Business Source Complete, EBSCOhost, viewed 8 June 2018.
  2. Preimesberger, C 2018, ‘State of Chatbots in 2018: Rapidly Moving into the Mainstream’, Eweek, p. 1, Business Source Complete, EBSCOhost, viewed 8 June 2018.
  3. CARNETT, L 2018, ‘Are Chatbots Here to Stay?’, Response, 26, 4, p. 48, Business Source Complete, EBSCOhost, viewed 8 June 2018.
  4. GYTON, G, & JEFFSRY, R 2017, ‘These are the experts deciding the future of HR… …shouldn’t you know who they are? (cover story)’, People Management, pp. 24-31, Business Source Complete, EBSCOhost, viewed 11 June 2018.
  5. State of Chatbots Report 2018, (2018). [ebook] Available at: https://blog.drift.com/wp-content/uploads/2018/01/2018-state-of-chatbots-report.pdf  [Accessed 11 Jun. 2018].
  6. ”Chatbots’ can help provide instant online answers & free up time for HR’ 2018, HR Specialist, 16, 3, p. 2, Business Source Complete, EBSCOhost, viewed 11 June 2018.
  7. Grand View Research. n.d. Size of the chatbot market worldwide, in 2016 and 2025 (in million U.S. dollars). Statista. Accessed June 13, 2018. Available from https://www-statista-com.proxy.grenoble-em.com/statistics/656596/worldwide-chatbot-market/  .
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The success in Salesforce.com and tips for generating new leads

The larger the company’s development is, the more difficult it is to innovate and act rapidly in terms of growth. However, this rule does not apply to the team of Marc Benioff and Salesforce.com. They are still ranked as the top 3 in Forbes’ list of the world’s most innovative companies, with a 24.88% of sales growth in 12 months(2017). For these few years, it has secured its position.

In terms of scale, it is almost impossible to imagine that Salesforce.com was a company that had only been listed for 14 years. The number of their employees increased from 500 to 29,000. There is no doubt that they have a different point of view when building their business model and methods when they contact new prospects.

 

The most important thing to a successful sales process: innovative prospecting without cold calling.

Some tips for email marketing:

  1. Check your email response rates
  2. Do not except an instant response, it generally takes 2-4 weeks to develop new leads
  3. Make sure the timing to contact/ talk is correct
  4. Find out what kind of emails are responded and why
  5. If people are not interested, find out the reason
  6. Do not give up easily, unless you were refused by the decision maker
  7. Always follow up a next step

 

Cold calling 2.0 :Nowadays people are more resistance to the kind of traditional cold prospecting, therefore, the Cold calling 2.0 framework was introduced in the book of Aaron Ross, “Predictable Revenue”. How this new framework differs from the traditional prospecting is, instead of cold calls, doing researches before contacting people,making referral calls will gain you more leads. Besides, sending short and sweet emails instead of long letters and emails will give the potential customers a better impression.

In addition, having more salesperson in the team will not definitely help growing the revenue. In fact, the training program a company provided to the sales reps is relatively more important. When the sales are highly committed to the values and culture of the company, they could present the products in a more natural way during the business selling processes.

 

Salesforce.com’s business development strategy

Some tips for the sales managers:

  1. Treat your team members like your customers
  2. Train the sales reps and give them time and opportunities to practice their presentation skills
  3. The quality is more important than the quantity
  4. Learn to listen and give the right support to your team members

One of the key to the success of Salesforce.com is the ability to win customers from large organizations. To win over customers, companies must provide strong incentives and a reliable image.

In the beginning of the business, Benioff insisted on setting up a foundation for charity activities. He setted up  a 1:1:1 principle, that is donating 1 percent of the company’s shares, one percent of the annual profits and one percent of the employees’ time to do charitable activities to give back to society. With these activities, it gained good reputation for his company and also earned more support.

Benioff created his own strategic management method, with “V-2-Mom”, this tool created by Benioff, can show the road map of each of the Salesforce products.This is a combination of operational concepts and products. For Benioff, “trust” from the customers is more than anything, even though you have a nice product, without the trust, customers do not stay long, the key to gain trust, is to first have employees who trusts themselves and the organization commitment that they are being an important part of the firm.

 

References

  1. ‘5 deceptively simple steps to success’ 2017, Executive Leadership, 32, 10, pp. 1-2, Business Source Complete, EBSCOhost, viewed 4 June 2018.
  2. Karmali, N, Helft, M, Kauflin, J, Vinton, K, Herper, M, & Bosilkovski, I 2017, ‘THE WORLD’S MOST INNOVATIVE COMPANIES’, Forbes, 200, 2, pp. 72-90, Business Source Complete, EBSCOhost, viewed 4 June 2018.
  3. Forbes.com. (2018). [online] Available at: https://www.forbes.com/innovative-companies/list/#tab:rank [Accessed 4 Jun. 2018].
  4. Lashinsky, A 2017, ‘BENIOFF IN BLOOM. (cover story)’, Fortune, 176, 6, pp. 64-72, Business Source Complete, EBSCOhost, viewed 4 June 2018.
  5. Ross, A. and Tyler, M. (2012). Predictable revenue. West Hollywood, CA: Aaron Ross.
  6. Anon, (2018). [ebook] Available at: http://topopps.com/wp-content/uploads/2015/01/Predictable-Revenue-Guide-To-Tripling-Your-Sales-Parts-1-4.pdf  [Accessed 6 Jun. 2018].

The bounce rate is paramount to the efficiency of your email marketing campaign

Hey guys,

Because I get so many questions about this issue, I thought it would be a good idea to post an article on our blog, so that everyone can read and understand one of the most important factors your emailing campaign depends on: the bounce rate.

For those who don’t know it, the bounce rate is the number of emails that you send to a recipient, and who come back to your inbox, with an error message saying something like “sorry, this email does not exist”. We’ve all had this at leas once in our lifetime, most likely because of a spelling mistake when you write an email.

Well, when you send many emails, it is inevitable that some of them will bounce back. However, the percentage of emails that bounce back is extremly important, because any bounce rate above 8% – 9%, will have 2 consequences:

  1. an immediate one: your email routing services (like MailChimp, MailGun, SendInBlue, etc…) will suspend your account
  2. a more pervasive and subtle one, which you will notice when it is too late, or even worse, never: your email server reputation, and the reputation of your domain name will decline, and your emails will likely land it the spam folder of your recipients. You will not see this, no one will alert you, but the most likely tangible consequence is that fewer and fewer people will answer to your emails. Most of the marketers, seeing this apparently low efficiency of their email campaign, will draw the conclusion that the emailing channel is not a good communication channel, and will abandon it.

One of the strengths of GetEmail.io is that when you use it according to our recommendations, we deliver highly accurare emails, around 95% of accurate emails, and that makes all the difference.

Thanks !

An intelligent future? : Robotic Process Automation (RPA)

In the day-to-day operations of a company, there are many processes that often needs the repeated manual work between the computer desktop and the information system.

The development of technology have impacted business processes, from the use of software packages to the enterprise resource planning (ERP), and the development of RPA now allows enterprises to effectively improve business efficiency and employee efficiency with less resources and time.

 

What is Robotic Process Automation (RPA)?

The Robotic Process Automation (RPA) is an emerging technology that simulates what computer users often do while sitting in front of their desk. This technology can automate these repetitive tasks without the need of special hardware. With the RPA, businesses will be able to reduce their cost, save time for their customers and automate some part of the day-to-day processes.  

 

The benefits of RPA

Undoubtedly, there are advantages of RPA, it increases the customer satisfaction and the quality of the work, because robots will never do mistakes as human somehow does.   

For example, in the case of repetitive accounting work, large companies usually have 10,000 invoices per month and this requires 6-8 accountants to complete the verification report. However, through RPA, it will be 4 times faster than that of humans, This would allow 6-8 accountants who were previously responsible to do higher-level analysis, and also to reconfigure talent while reducing labor costs.

However, what is needed attention is, these robots will replace human input in the future. We might think that if the robots are doing humans job, the humans will have nothing to do. In fact, the robots are actually doing the jobs that the back officers hates, those huge amount of repetitive tasks spends up 80% of their time everyday and it is lowering their performances and motivation.With the proper support of IT technology, the employees having more time to work on the value-added tasks, business persons can improve their efficiency, and put talents in a better position.

 

How much can I increase the productivity and save the cost thank to the RPA?  

Pwc(PricewaterhouseCoopers) stated that, after setting up the RPA in their accounting and finance department, the RPA technology can reduce their process cost by about 25% to 40%, including manpower, time and money. The technology saves a lot of resources from the aspect of an enterprise. In addition,the RPA robots do not need to rest,they can run at high speed 24 hours a day automatically.

 

Study Case- RPA at Telefonica O2

Being the second largest telecom provider in UK, like other big companies and large organizations, Telefonica O2 has a lot of customers. Which means, they have a large-scale of back-office business processes to handle,therefore, they do need a lot of employees to maintain their daily operations. As of 2018, O2 had 25 million customers  and has over 450 retail stores and sponsors . In 2012, its U.K.’s revenues were $583million , and it employed 10,280 people.

After the implementation of the RPA the outcomes achieved by O2 were satisfied. During April 2015, O2 implemented around 160 RPA software licenses, they process between 400,000 and 500,000 transactions each month, prospecting a three-year return on investment of between 650% and 800%. This implementation did increased their revenue and reduced the back-office headcount by around 20%. As in 2016, their revenues were $1,97 billion,with around 6,600 employees.

In the future, O2 is still planning to continue to automate processes with RPA and hope to increase their RPA volumes to 700,000 per month.

 

Competitors overview

RPA isn’t a new term, it exists in the early 2000s. However, since the technology and researches on RPA is growing rapidly, the RPA technology has powerfully improved and developed during these years than before.

Some top providers in this market:

  1. Uipath: It provides solutions for contact centers and back offices supports attended and unattended RPA. Its market coverage is across geographies, client sizes, industry verticals and business processes.
  2. Blue Prism: A provider who offers solutions for contact centers and back offices.
  3. Automation Anywhere: They provide a a cognitive robotics process automation platform, advance with cognitive bots that learn as they work, and analytics that can change the way you work.
  4. Cognizant: It offers cognitive platforms and products, advisory services.

 

Importing the robots

It is very hard to predict the pricing of setting up the RPA. It depends on many aspects of your company,including the area you would like to perform on (reports,finance,invoice processing, etc.),the size and the industry your company belongs to, etc.

When basically importing process robots, companies are usually being separated into two status:

The first is a company that has already carried out preliminary trials and is trying to expand this technology, the second is a preliminary assessment of the possibility of exploring process robots. If your organization belongs to the second situation, it is suggested to start with a pilot project (Pilot/Prototype) to let companies become more familiar with the capabilities of the automate process robots.

 

How might Robotic Process Automation (RPA) evolve in the future?

Even though with the significant growth of the RPA technology during the past two years, the experts are saying that this is still in the early stages. Companies hoped to increase the usage of RPA in their departments. However, before this technology become really common in our workforce , human have to change their role and their minds in this society. People have to treat the robots and communicate with them as if they are human, because after years and years of development, the robots will evolve, it might be hard to even differentiate human and robots.

 

References

  1. Boulton, C. (2018). What is RPA? A revolution in business process automation. [online] CIO. Available at: https://www.cio.com/article/3236451/business-process-management/what-is-rpa-robotic-process-automation-explained.html   [Accessed 29 May 2018].
  1. McKinsey & Company. (2018). The next acronym you need to know about: RPA (robotic process automation). [online] Available at: https://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/the-next-acronym-you-need-to-know-about-rpa   [Accessed 29 May 2018].
  1. Anon, (2018). [ebook] Available at: https://www.capgemini.com/consulting-fr/wp-content/uploads/sites/31/2017/08/robotic_process_automation_the_next_revolution_of_corporate_functions_0.pdf  [Accessed 29 May 2018].
  1. Morgan, B 2018, ‘THE DANCE OF THE ROBOTS: How to turn data into practicable insight to benefit businesses, stakeholders and individual customers’, Credit Management, pp. 20-21, Business Source Complete, EBSCOhost, viewed 30 May 2018.
  1. Clark, L 2018, ‘PROCESS MINING SHOWS SIEMENS A BETTER WAY: Siemens has turned to process mining to reveal inefficiencies in the way it pays suppliers, organises logistics and runs order-to-cash processes’, Computer Weekly, pp. 17-20, Business Source Complete, EBSCOhost, viewed 31 May 2018.
  1. Lacity, M, & Willcocks, L 2016, ‘Robotic Process Automation at Telefónica O2’, MIS Quarterly Executive, 15, 1, pp. 21-35, Business Source Complete, EBSCOhost, viewed 5 June 2018.

Leung Kei TSANG

Marketing Responsible

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How artificial intelligence help to build marketing automation?

If you look back for technology news in recent years, you will find out the huge improvement of artificial intelligence (AI), and the gradually intensive utilization in marketing and workflow management. It differs from marketing automation (MA). Artificial intelligence refers to the computer system that can tackle tasks or solve problems by itself. However, in marketing automation, the marketers use software to automate some repetitive marketing work. The integration of AI and MA makes many possibilities for future marketing and sales. In some sentences, AI makes marketing automation smarter and more interactive.

By 2025, the revenue of the AI market worldwide will climb to nearly 60 billion USD (Statista.com); while for the MA market, 7.63 billion USD (Grand View Research, Inc.) They are both large markets with promising potential.

Imagine yourself as a marketing manager for a brand-new start-up, or a company that wants to apply marketing automation solution. What should you know? Where to start?

The goal of this article is providing you the insights that how do you apply automation to marketing work, but also how artificial intelligence plays an essential role in different stages.

Generate Leads and Analysis

It seems fascinating if the whole leads generation process is done automatically, and exploiting MA sounds like a trendy idea. However, according to the research that done by HubSpot, lots of the marketing automation investment ended up failed. Why was that?

Before answer it and explaining how AI helps this process, we need to incorporate the marketing funnel concept, and understand where to apply MA and AI throughout the funnel. We will adopt the D’Haen & Van den Poel’s framework. As we can see, before a prospect become your lead, there are many characteristics that those prospects need to fulfill. Those qualities could be: awareness of needs; degree of urgency; trust in your products/service; willingness to listen and share, etc. (Brooks, 2017, Järvinen & Taiminen, 2016)

Usually, leads generation often refers to as “top of the funnel” (TOFU) activity, and this part of work could be time-consuming and requires advanced analysis skill if your goal is to gain a decent amount of high quality leads. Under this circumstance, many marketers rely on the marketing list that they can purchase from a third party or squeeze from their existing database, then apply marketing automation platform (MAP) for uniformed content sending. However, in the research done by softwareadvice.com, solely employing marketing automation returns mediocre performance regarding leads acquisition (69%) and retention (50%). Lack of in-depth analysis and mature strategy will cause inefficiency of following marketing work and hurting ROI eventually.

Understanding the behaviors of prospects and identify if they are qualified to become leads will need more investment and engagement. That’s why multichannel analysis is essential at this stage, and it can be done with the help of artificial intelligence. With the resources from a different channel, the measurement of potential leads will be more comprehensive and more reliable. Also, it generates higher possibility and higher value in comparison with cold lists.

On the other hand, AI can help decreasing the human inaccuracy throughout the leads acquisition process. For most of the sales representatives and marketers, even though they are fully dedicated to the leads generation work, there is still room for errors that they may target wrong prospects. The combination of multichannel analysis and big data will more likely to provide authentic and systematic insights.

A typical MAP like Marketo provides more TOFU solutions for companies. By utilizing AI, it bolsters the leads generation process from multi-channels. According to the official website of Marketo, they integrate social media, personalized content, SEO and the client’s website to deliver the sophisticated leads.

Another handy solution is Nova.ai. Based on big data analysis, it understands different persona by segmented the prospects in order to create very personalized content for multiple channels: email, SMS, social media. Nova.ai also provide the customized insight research/analytical report for future marketing use. They use the AI to find the best way to comprehend your cold leads and approach them.

Targeted marketing and Nurturing Leads

After analysis, you have the specific segmentation of your leads. For the different group, there will be different strategies for follow-up and nurturing. High-quality work at the previous stage will make this one easier to achieve. Lead nurturing is so vital that most of the marketers recognize it as the most valuable feature for MA (Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success”, 2015). To successfully achieve nurturing goal, you need to provide relevant content to boost leads’ interest further towards purchasing and give them the responses in a suitable time.

For many B2B marketers, the content created is essential. AI actually makes the marketing more “human” by personalizing the content of marketing campaign: after segmented the prospects, AI will generate the targeted content and information with different preferences and needs. The goal is to create a personalized experience for the leads. The deeper you understand them, the more specific you can provide, the more honest feedback you will get, so that you can optimize the customers’ value in long-term.

Also, the timeliness has been listed on the most important element of the B2B marketers. (Demand Gen Report, 2017 B2B Buyer’s Survey Report) The responding process can be daunting and seems endless if you do it manually. Especially there are many clients and need to take care of different time frame.

AI can help intensively at this part. Apart from content creating, Nova.ai has its own calendar system, it will automatically line up the response sequence, then reminds you to send the messages or let the MAP executes it by itself. The follow-up schedule can also be automatically modified regarding the time when you hear back from the leads. Service provide by conversica.com also allows you to carry on the human-like conversation using AI and ensure that every single lead has been followed up. Both tools can be synchronized with the leads generation platforms like Marketo.

When leads become deals

Now we move to the bottom of the funnel, your MA strategy is succeeded and your leads are decided to purchase. What a great news! However, the funnel doesn’t end by now, if you did an on-point job managing your customers, the funnel will keep working for them.

There is another theory that the sales funnel is not linear but a loop. Paid clients can be repurchasing if the tracking and nurturing works are efficient. So targeted marketing dedicated to the paid clients will help them to remind the image of the brand and continue to stimulate their interest and passion for the company or the service. Finally educated them into a loyal customer who will constantly repurchase.

At this stage, targeting marketing still plays an essential role. And the purchasing history will be a treasure for behavior analysis and content generation. On the other hand, CRM integration will complete the whole transition from marketing to sales. 67% of marketers using the strategy that coupled MAP and CRM, according to The State of Pipeline Marketing Report in 2016. In the research of Järvinen also mentioned the importance to combine CRM when the leads hold the intention for purchase.

Email marketing and MA

Many marketers hold confusion about the difference between marketing automation and email marketing. Indeed, email marketing can be a highly automatic process, and can be a way to practice MA. However, marketing automation in general is more broad than just emailing. As mentioned previously, MA contains leads generation, data tracking, leads nurturing and overall analysis. Email is just one method to fulfill those functions, and email alone is not efficient for the whole MA workflow.

Even though there are shortcomings where marketers only use MA in email marketing, as the most existing form of marketing automation (Ascend2: “Marketing Technology Strategy”), email marketing still retains its power among all the automation approaches. The merging of artificial intelligence has enlightened the marketers to optimize the automatic level of email marketing.

Amazing future for AI and MA

Artificial intelligence makes marketing automation possible, and help marketers working smarter and more efficient. There is still lots of potential for applying AI in MA working flow, only 37% of capability has been developed in marketing work. (State of Marketing Automation Benchmarks for Success, 2017) AI will be more intensively using in the future marketing work and it’s inevitable.

A higher involvement of real, human-like conversation will be the trend for the next generation of marketing AI. Chorus.ai has already launched the solution where AI can record the sales meeting and analyze the content of it. Afterwards, generating the summary, performance measurements and the customer insight analysis. Imagine in the future, a customer will confront with a virtual sales representative and it’s smart enough to understand everything that he or she said and give the correct response, or even complete the deal on behalf of the company.

Marketing automation makes marketers free from the repetitive process, and the artificial intelligence makes these processes more human-like. The combination will be long-lasting and keep developing. That being said, for B2B deals, human involvement is still relevant and critical. AI and MA are smart and can help you to prepare the necessary analysis. However, the best way to understand clients’ needs, is by listening to them, in a real conversation.

Bibliography

Joel Järvinen & Heini Taiminen. (2016) “Industrial Marketing Management”, Industrial Marketing Management 54 (2016) 164–175

Bruce Biegel. (2016) “The current view and outlook for the future of marketing automation”,  Palgrave Macmillan 1746-0166 VOL.10 NO.3 PP 201–213

Jordie van Rijn. (2017) “The Ultimate Marketing Automation statistics overview”, emailmonday.com, available online from:

https://www.emailmonday.com/marketing-automation-statistics-overview/

statista.com, “Revenues from the artificial intelligence (AI) market worldwide, from 2016 to 2025 (in million U.S. dollars)”, available online from:

https://www.statista.com/statistics/607716/worldwide-artificial-intelligence-market-revenues/

Grand View Research,Inc. (2017) “Marketing Automation Software Market Size Worth $7.63 Billion by 2025”, prnewswire.com, available online from:

https://www.prnewswire.com/news-releases/marketing-automation-software-market-size-worth-763-billion-by-2025-grand-view-research-inc-622492524.html

Jeb Brooks. (2017) “The 5 Characteristics of a Qualified Prospect”, brooksgroup.com, available online from:

https://brooksgroup.com/sales-training-blog/five-characteristics-qualified-prospect

Karen Axelton. (2017) “B2B Organizations Seeing Success Incorporating AI Tools Into Lead Follow-Up Process”, Industry Insights, available online from:

https://www.demandgenreport.com/features/industry-insights/b2b-organizations-seeing-success-incorporating-ai-tools-into-lead-follow-up-process

Hubspot.com, “What Is Marketing Automation?”, available online from:

https://www.hubspot.com/marketing-automation-information

Ted Vrountas. “The Marketing Funnel Explained From Top to Bottom”, autopilothq.com, available online from: https://blog.autopilothq.com/marketing-funnel-explained/

boldigital.com, “The State Of Marketing Automation 2017”, available online from: https://blog.boldigital.com/the-state-of-marketing-automation-2017

Gabor Koncz. (2016) “Optimize your email follow-ups automatically: introducing Artificial Intelligence for Marketing Automation”, AI for Marketing Automation, available online from:

Drew Robb. (2016) “8 Marketing Automation Best Practices”, enterpriseappstoday.com, available online from:     http://www.enterpriseappstoday.com/crm/8-marketing-automation-best-practices.html

Mike Kaput. (2017) “3 Ways to Use Artificial Intelligence for Lead Generation, Qualification, and Conversion”, marketing institute.com, available online from:

https://www.marketingaiinstitute.com/blog/3-ways-to-use-artificial-intelligence-for-lead-generation-qualification-and-conversion

Viktor Egri. (2016) “14 Marketing Experts’ opinions on how Artificial Intelligence could be used in Marketing Automation”,  AI for Marketing Automation, available online from:

Marketo.com, “The Definitive Guide to Lead Generation”, available online from: https://www.marketo.com/definitive-guides/lead-generation/

Quick Guide for B2B email marketers: most common concerns for GDPR

With the enforcement date (25th May, 2018) of GDPR (General Data Protection Regulation) approaching, it’s necessary for all the B2B email marketer carefully reexamining about the data they obtaining their marketing strategies. There are many interpretations about this regulation which have arose countless discussions. This article answered the most common questions that we have received in the months regarding GDPR.

How should the B2B email marketers handle the data that they have for the future marketing campaign?

This question is general, and summarized all the questions the we have received. But before answering that, we need to understand the “data” that involved in the GDPR. The GDPR will mainly provide protection for “personal data”. So what is the “personal data” under GDPR? In GDPR, the term corresponding is this:

“‘personal data’ means any information relating to an identified or identifiable natural person (‘data subject’); an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person” (Article 4: Definitions )

Then that brings to the question: Is “Professional Emails” “Personal data”?

In GDPR, there are no specific terms that clearly distinguish the professional emails from the other. But according to the term above, the “personal data” defines the identification of one natural person. An email address is unique, and it can indicate to a specific living individual. If you already know the recipient name of this email address, which is in most of the cases for B2B marketing campaign, this email address is “personal data” of this recipient.

That been said, there are for sure, exceptions. For instance, this email address: marketing@getemail.io. There is no obvious direction which individual in GetEmail.io is currently using this email address. In addition, everyone can learn online that getemail.io is not a one-man company. In this case, the email address is not the personal data.

So we have clarified that, the next question is: How should the B2B marketers process “personal data”?

“‘processing’ means any operation or set of operations which is performed on personal data or on sets of personal data, whether or not by automated means, such as collection, recording, organisation, structuring, storage, adaptation or alteration, retrieval, consultation, use, disclosure by transmission, dissemination or otherwise making available, alignment or combination, restriction, erasure or destruction.” (Article 4: Definitions )

The data management rule is strict in GDPR. All the actions regarding processing personal data must under a “lawful basis”.

“processed lawfully, fairly and in a transparent manner in relation to the data subject (‘lawfulness, fairness and transparency’)” (Article 5: Principles relating to processing of personal data)

Furthermore, what is the lawful way for B2B marketers to process the personal data? Since sending emails is a mean to process “Personal data” according to GDPR, Do B2B marketers must obtain the permission to send B2B cold emails?

“Processing shall be lawful only if and to the extent that at least one of the following applies:

(a) the data subject has given consent to the processing of his or her personal data for one or more specific purposes;

(b) processing is necessary for the performance of a contract to which the data subject is party or in order to take steps at the request of the data subject prior to entering into a contract;

(c) processing is necessary for compliance with a legal obligation to which the controller is subject;

(d) processing is necessary in order to protect the vital interests of the data subject or of another natural person;

(e) processing is necessary for the performance of a task carried out in the public interest or in the exercise of official authority vested in the controller;

(f) processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party.” (Article 6: Lawfulness of processing)

These are the relevant parts from the GDPR documents. Many recipients always claim that the B2B email marketers must not send them cold emails because that action is unsolicited. However, according to the corresponding articles above, the consent is only one of the lawful conditions. As long as the purpose of the email is legitimate.

 

“Legitimate interest could exist for example where there is a relevant and appropriate relationship between the data subject and the controller in situations such as where the data subject is a client or in the service of the controller.”

 

“The processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest.” (Recitals 47)

For instance, if a marketer of a consultancy try to reach out to other marketers/researchers for promoting his/her marketing analysis tool, this action is out of legitimate interest, and those recipients might eventually become clients of this consultancy.

However, those kind of direct marketing approach has to provide the recipients a easy way to opt out if they don’t want to receive these emails from now on or not interested in the products/service anymore, even though in the beginning they had given you the permission to send, according to GDPR:

“The data subject shall have the right to obtain from the controller the erasure of personal data concerning him or her without undue delay and the controller shall have the obligation to erase personal data without undue delay where one of the following grounds applies:

(a) the personal data are no longer necessary in relation to the purposes for which they were collected or otherwise processed;

(b) the data subject withdraws consent” (Article 17: Right to erasure (‘right to be forgotten’))

Is GetEmail.io Legal After the enforcement of GDPR?

GetEmail.io process the data in a legitimate intention. The algorithm only searches the data which people publicly shared online, and agreed other party to view. The results of searching are mainly professional emails for B2B use. So resource of the data; process of the data; and the service that we provide to our clients are 100% legal and comply with GDPR.

-Professional emails of a specific prospect is indeed, personal data, and personal data need to be handle under lawful basis according to GDPR;

-Consent is not the seul, nor obligatory condition for processing personal data; You can still send the B2B mails to cold prospects with legal intention;

-GetEmail.io is legal after the enforcement of GDPR.

 

 

Bibliography

Official Journal of the European Union, “General Data Protection Regulation”, 4th May 2016, avaliable online from: https://gdpr-info.eu/

Information Commissioner’s Office, “Guide to the General Data Protection Regulation”, 21st November 2017, avaliable online from: https://ico.org.uk/for-organisations/guide-to-the-general-data-protection-regulation-gdpr/individual-rights/right-of-access/

Mihaela Jucan, “Expert GDPR QA: The material scope of personal data and legal implications”, 23rd March 2017, avaliable online from: https://www.itgovernance.eu/blog/en/expert-gdpr-qa-the-material-scope-of-personal-data-and-legal-implications/

Deborah Betteridge, “B2B marketing and the GDPR”, 6th December 2016, avaliable online from: https://dma.org.uk/article/b2b-marketing-and-the-gdpr

Philip Brining, “What is Personal Data?”, 20th April, 2016, avaliable online from: http://www.dataprotectionpeople.com/what-is-personal-data/

Phil Lee, “Re-consenting to marketing under GDPR?”, 6th November, 2017, avaliable online from: http://privacylawblog.fieldfisher.com/2017/re-consenting-to-marketing-under-gdpr/

Olivier Proust, “CNIL publishes guidance for data processors”, 26th October, 2017, avaliable online from: http://privacylawblog.fieldfisher.com/2017/cnil-publishes-guidance-for-data-processors/

Kingpincomms, “What will the GDPR mean for B2B marketing professionals?”, avaliable online from: http://kingpincomms.com/wp-content/uploads/2017/04/Kingpin_GDPR-eBook-20172-002.pdf

Ruth Boardman et al., “The UK Government publishes its Statement of Intent for Data Protection Bill and GDPR” 8th August 2017, avaliable online from: https://www.twobirds.com/en/news/articles/2017/uk/uk-government-publishes-its-statement-of-intent-for-data-protection-bill-and-gdpr

Matt Burgess, “GDPR will change data protection – here’s what you need to know”, 7th November 2017, avaliable online from: http://www.wired.co.uk/article/what-is-gdpr-uk-eu-legislation-compliance-summary-fines-2018

Iain Lovatt, “Will GDPR change B2B marketing?”, 20th July 2017, avaliable online from: https://www.bluesheep.com/blog/how-will-gdpr-affect-b2b-marketers

Jianmin HE
Marketing Manager GetEmail.io
1

Changes in our freemium model

Hello everyone,

I hope the summer allowed all of you to take some holidays, and take advantage of the sun 🙂 Here, at GetEmail.io, we’re back and working, improving the service, as always.

Today, we’ve taken the decision to restrict the free plan, due to many users trying to abuse the system by creating multiple fake accounts. From today, the free plan will give only 10 free credits / month.

This will slow down the total number of email searches for GetEmail.io, and will allow us to focus more ressources and speed to our paying users.

Cheers!

Le blog d’Intuiti parle de nous!

Chers utilisateurs de GetEmail.io (français),

Je souhaite adresser un grand merci à Julie David, qui a rédigé un article de présentation de GetEmail.io sur le célèbre blog d’Intuiti :

Bonne nuit à tous !