We are extremely excited to announce that LoopFuse has been acquired by Salesfusion!
Salesfusionis a marketing automation leader whose stated mission is “to help marketers attract new opportunities, convert them into customers and nurture them into lifetime relationships.”
We couldn’t agree more and are combining to pursue this mission together. The team at Salesfusion is amazing and this allows us to continue our focus on making better marketers and building cool technology to accomplish that goal.
We had another active year on the LoopFuse “Mouth of the Funnel” blog with some great posts and lots of traffic. We always like to take a look at what was most popular over the course of the year and here are the top 5 for 2013. Lots of interest in how to clean up marketing data using MS Excel! Guess that means data hygiene continues to be high on the list of marketing to dos.
We had a great session with Brian Hansford of Heinz Marketing yesterday talking about the critical success factors for marketing automation and what you can do now to get things pointed the right direction for the year ahead. The full replay of the webinar is posted below and Brian has made his slides available for download on Slideshare.
Join us Tuesday, November 12th at 1pm ET/10am PT for this Q&A session with marketing automation expert Brian Hansford of Heinz Marketing. Brian will share insights on how organizations need to plan and prepare their marketing automation initiatives to support a demand generation strategy. Topics we’ll cover include:
Build your Demand Generation Strategy
Focus on the Metrics that Matter
Database Health – Take care on your database now.
Content Strategy – content is the fuel behind any marketing automation initiative.
People – Your most important resource. Make sure they’re trained and supported.
If you’re a frequent reader of The Mouth of the Funnel, you’ll know that I like to relate Marketing Automation posts to my everyday activities like building a shower or making salsa. That’s because the process of implementing a successful Marketing Automation program can be broken down and implemented just like you would a construction project or a recipe. There are ingredients or materials that need to be combined in a particular manner to end up with the desired result.
Every endeavor that you take needs to have basics in place to make it successful. For example, if you want to create an entry for your next Halloween or Fall Festival chili cook off then you need to assemble the right ingredients and then put them together in the right way to get a great-tasting combination. Marketing Automation, just like chili, can be as complex or as simple as you want it to be. Using the same ingredients you can create anything from acceptable to award winning, but if you don’t use them to their potential they can also create a miserable failure that makes you not want to even try it again. Now you might think this post is like the one I did for Salsa back in 2012, but not entirely. That one talked about refining and tweaking your process. Today we’ll talk more about the structure of a good marketing automation program and how it all comes together for savory goodness. Read the rest of this entry »
We’ve been busy building out our marketing automation platform with some new features and additional infrastructure improvements. Our Fall 2013 is now fully deployed and includes:
Activity Stream – a -real-time marketing performance dashboard showing email campaign activity, web page views, and form registrations. You can find it under the “Dashboards” menu as “Activity Stream” or simply to go https://www.loopfuse.net/activitystream when logged into LoopFuse.
CRM Field List Segmentation – you can use fields directly from Salesforce.com to build segmented lists. For example, you can dynamically create a list of all deals that go to “stale” or similar status and tie that to a retention or re-engagement lead flow. Let us know if we can help set that up for you!
New Lead Flow Controls – we’ve added capabilities to re-enroll prospects in lead flows, remove prospects from lead flows, and link lead flows to each other for improved lead nurturing and advanced scenarios.
Webhooks – for those of you who would like to have LoopFuse data pushed, real time, to external systems, webhooks are now available. The activity streams are based on them and you’ll see a “Webhooks” option in the top menu on that page. This makes a host of external integrations possible including to CRM systems for Google Docs by using awesome service Zapier or other systems that support webhooks.
We are very excited to announce the addition of our Activity Stream to the LoopFuse marketing automation platform. This is a rolled up and real-time view of all major prospect activities from email campaign actions (opens/clicks) to form completions to web pages viewed.
You can access the new Activity Stream from the Dashboards menu (Dashboard>Activity Streams). You’ll then see your very own Activity Stream and can easily filter your view by selecting (or deselecting) what you want to see from the “Filter” drop down menu in the upper right.
We are releasing the Activity Stream in “preview” mode so there may be some bugs and room for improvement so please let us know about both and we’ll get cranking on the next version.
Also, here is a quick video overview that covers major functionality and use.
LoopFuse Adds Activity Stream for Real-Time View of Marketing Performance
New Dashboard Shows Prospect Activity and Campaign Performance As It Happens
Atlanta, GA, October 7, 2013 – LoopFuse, a cloud-based marketing automation software company, today announced the availability of its new Activity Stream dashboard designed to give both marketing and sales professionals a real-time view of their online marketing activities and prospect actions.
Available with all paid and trial accounts in “preview” mode, the Activity Stream includes the ability to filter results by prospect action as well as drill down to specific prospect details including lead score, full pageview history, and all email campaign activity. Actions reported in the Activity Stream include:
Web page views by both prospects and anonymous visitors
Email campaign opens by prospect
Email campaign clicks by prospect
Form registrations by prospect
“We consume status updates from our favorite social networks in a feed format,” said Robert Pease, CEO of LoopFuse. “Applying this same concept to a business tool like LoopFuse allows our customers to see in real-time how their marketing campaigns are performing whether they are sitting at their desks or on the go with their mobile devices.”
To try the Activity Stream, sign up or log in to LoopFuse and select “Activity Stream” in the Dashboard menu: https://www.loopfuse.com
LoopFuse offers an on-demand marketing automation platform for small-to-medium sized businesses and is unique in the industry with its “try before you buy” FreeView version which provides access to the benefits of marketing automation at no initial cost. Read more about Plans and Pricing.
About LoopFuse, Inc.
LoopFuse offers a B2B marketing automation platform that tells you who is visiting your website, helps you capture their information, sends lead nurturing emails, scores the best opportunities, and integrates it all into your CRM system with advanced reporting. Once in place, you’ll see more qualified leads, shorter sales cycles, increased marketing and sales efficiency, and the automation of once manual and repetitive tasks. In short, we help you generate revenue faster. For more information on LoopFuse, please visit http://www.LoopFuse.com.
Most email campaigns are one-offs intended to push information, announce a promotion, or otherwise bring attention to something immediately. Marketers have mastered the sent/open/click scorecard as a way to prove that marketing is working and the efforts put into email marketing activities are truly worth it.
After the first 24 or even 48 hours, interest in the campaign performance wanes and it is on to the next email campaign and all the excitement that leads up to it.
But what about all that activity that occurs after the first day? What about the repeat opens that get registered long after the campaign has been forgotten? Clicks on the links that register days, weeks, or even months later?
Welcome to the long tail of an email campaign. Yes, some of this can be triggered by a mobile device, email application of choice, or other random web-based nuance BUT it is important to track and pay attention to as much of it is genuine signal of interest.
Someone who opens your email then marks it as unread to read later as a way to bookmark it or “stars” it a la Gmail as they triage their inbox are all actually much more interesting behaviors than an open within the first 3 hours of sending. Multiple opens by the same recipient especially distributed after the initial send are worthy indicators of interest.
We suggest scoring these activities so that these interest signals are factored into your lead score and those most interested can be easily identified over time. At a very minimum, run the Email Campaign Detail report daily to see what type of activity is registering from old email campaigns and who is doing what.
You’ll be surprised at just how much life all those email campaigns have long after you’ve moved on to the next one.
We spend a great deal of time looking at the market, evaluating adoption trends, and otherwise looking at the key inhibitors and accelerators of continued adoption of advanced marketing technology. Marketing automation takes a platform approach in linking up lead capture, prospect tracking, lead scoring, email marketing, social marketing, and advanced analytics all in one package. This often is too much for a marketing team to digest out of the gate leading to under-utilized systems and, at times, frustration.
As we look towards the future, we mapped out our version of the “B2B Marketing Technology Adoption Curve.” This leans on research conducted by awesome Aberdeen Group analyst Trip Kucera along with our own quantitative and qualitative input. We chose a technology adoption curve as the best way to present this information so it resembles a bell curve with innovators on the left and laggards on the right – so it is not a cumulative curve but more a representation of where marketers are on the adoption journey.
1. Most marketers, at this point, understand that email marketing must be part of their playbook. Newsletters, bulk email campaigns, etc.
2. As you work from right to left, capabilities become more advanced and adoption becomes less so. This is the land of lead nurturing (rules based email campaigns), lead scoring, and dipping into the land of social media.
3. Innovators are trying and seeking tools that allow them to better identifies “signals” of demand and want to used advanced analytics to tap the promise of predictive data.
4. We cover this curve from end to end including our ability to do email campaigns to our Nearstream social campaigns pieced designed to identify and engage around social demand signals. We are doing some additional things around activity streams and predictive analytics that will see the light of day soon as preview features.
We had a great session earlier this week talking about landing pages, how to use Unbounce to create awesome ones, and then connecting all that into LoopFuse for automated follow up, lead scoring, etc. Replay of the webinar below. Enjoy!