The Marketing Pill

The differences between success and failure of professionals in business (including the promotional space) boil down to one word…leverage.  Leverage provides you the ability to run fast, be nimble and find the time to remain out of the weeds and into the strategy.

One of my favorite quotes is by John Paul Getty he said, “I would rather have 1% of 100 people’s efforts than 100% of my own.”  This wise industrialist was talking about leveraging the benefits of other people’s efforts.

But why stop with people, there are lots of other levers out there.  With the advent of technology, businesses (and sales professionals) have been able to create leverage that was unfathomable even just 10 years ago.

Let me share an example of leverage we use at Boundless Network on behalf of our sales professionals. Marketing automation. For many people, marketing automation is a new term but for leading edge retailers marketing automation is the machine that drives customers from their e-mail to online shopping carts and in to stores. Boundless employs marketing automation software in conjunction with a team of marketing professionals to launch e-mail marketing campaigns that keep sales professionals looking sharp and relevant in front of their clients-all with no manual effort, or time required by the sales professional.

It all begins when a sales professional joins Boundless and their clients fill out a simple 10 second profile that details their interests and buying patterns. From that point forward, all subsequent marketing is targeted to their client’s company goals and purchasing preferences and customized with the contact information of their sales professional. You can see an example of our e-mail campaigns by clicking here.

Clients appreciate marketing that is customized to their needs, rather than being bombarded with products that have no relevancy. Open and click through rates double because people respond to content they feel provides value. Sales professionals appreciate not having to worry about coming up with marketing to stay in front of their clients and the “inbox money” that is generated when clients are reminded that they have an upcoming event for which they have a promotional need.

This is just the tip of the marketing automation iceberg. Really.  I would be happy to share more about this with you.  Don’t even get me started on how we deliver leads to our sales professionals! I love this stuff, and so does our team. Now I’m off to Chicago and will be sending some fun updates from the show! Let me here your thoughts.

Take care- JB

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