Profunnel Aims to Put an End to Cold Calling and Delivers Marketing ROI
Marketing Automation Solution Optimises Website Visitors and Turns them into Hot Prospects
[UKPRwire, Thu Jul 08 2010] Profunnel has partnered with a major US software vendor to offer companies a more effective approach to new business generation, which allows sales people to focus their efforts on warm leads; removes the need for cold calling; and gives marketing a clear view of ROI for all their online initiatives.
Profunnel enables an organisation to optimise every visitor to its website, establishing who they are, when they return, where their interests lie and then uses this information to convert these visitors into hot prospects.
Managing Director of Profunnel, Matthew Hall commented: “Sales people at all levels waste too much time cold calling contacts who have no interest in their product, when they could be talking to hot prospects. This results in a waste of resource, poor sales output and problems retaining staff, as sales people underperform or get frustrated with the constant challenge of cold calling. To overcome these issues companies have made heavy investments in online marketing in a bid to generate warm leads. Whilst this develops web activity, the challenge until now has been converting visitors into prospects.”
Profunnel’s web forensics enables users to identify and track known and anonymous visitors’ behaviour on their website in real-time. Leads are scored and ranked from high to low interest based on their ongoing visits and responses to email campaigns. Warm leads can be the focus of sales people whilst colder leads can be automatically nurtured with personalised email communications reflecting each prospect’s area of interest and their stage in the buying cycle.
“Key to the success of Profunnel is the degree to which it automates the lead generation process. Once in place, Profunnel will take the hard slog out of qualifying and nurturing leads so that sales people can focus only on those prospects that they stand a good chance of converting,” Matthew added.
A further challenge business leaders have fought to overcome for years is that of sales and marketing working as disparate functions. With Profunnel, that can now change. Profunnel’s ability to track the results of campaigns gives marketing departments a clearer view of ROI, allows them to be seen as a profit centre rather than a cost centre and allows sales and marketing teams to more closely integrate their activities.
Matthew adds: “We often misread where business has come from and assume it is the effect of a single activity. In reality the sales process may have started months before with a single PPC advert that has long been forgotten.”
At its simplest level Profunnel can be used as a more effective solution for email marketing campaigns. The days of standalone “email blasting" are gone. Organisations have realised the increased value of email marketing when personalisation occurs and emails are used in a "Nurture Marketing" fashion.
Pre-determined email marketing campaigns can be set up based on lead score triggers so that prospects receive pre-determined personalised emails based upon their activity on a website. These emails are highly relevant and therefore deliver greater results than simply blasting a database with the same generic message.
The growth of social media as a branding tool has been significant. The challenge, however, is measuring its true effect on lead generation activities. Profunnel has an answer to this. As well as providing practical tools like a Blog Creator to build, publish and analyse your blog, Profunnel allows you to publish emails to the wider social media audience though integration with LinkedIn, Twitter and Facebook. It also enables you to track the impact of visits to your site via social media and ultimately put a value on this activity.
