Sales 2.0 – Tech Reviews from the show, Genius has added the silver bullet | sales training blog

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Sales 2.0 – Tech Reviews from the show, Genius has added the silver bullet

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“With Genius Marketing we are able to easily and instantly connect with our most valuable customers and offer them important services during the economic downturn. It’s paying off for both BT and our customers.” – Russell Cartwright | Manager of BT Business Sales Enablement

You know how much I love starting a message with a customer quote. This one is no different as Genius provided me with this gem and I am happy to share. If you are a long time reader you know I love the Genius suite of products and have talked about them fondly. If you are new, please read more about how they empower sales messaging via email. Click on that sentence back there to read.

I walked up to the Genius booth in a bit of a mood and explained that I loved and already knew a lot about their product. I wanted the freshest news to share with my readers. They delivered! They have a new set of capabilities in their offering that finally allow work flow and automation beyond simple features. This should have the big dogs in email marketing, Eloqua and Vtrens (I think they have a new name), a little scared. Actually it should have them quaking in their boot.

They now have given every sales person or marketer the ability to quickly build complex automation and drip campaigns with drag and drop functionality. They can decide what actions and emails they want to deliver based on the reactions of the people receiving information. Simply put, you can decide what click gets what response. Friggin’ awesome.

Genius.com’s approach is so empowering to sales teams that you are a fool if you do not at least set up a trial. I suggest getting a list of leads that you know how to message to and set up the following. For a startup this is an amazing way to build on your first list once you are ready to really attack your market. I plan to do it with McManus in Q2 (Yes Genius rep, you can call me in April).

A drip campaign with eight messages set to go out every two weeks. Each message should have 2-3 calls to actions. A simple “read more here”, a video or webinar to review, and “click here to download” or ” “click here to get a call”. Then set up an automated lead nurturing program that reacts to each and every call to action. See, with Genius.com, prospect behavior triggers a real-time hand off from lead cultivation (Marketing) to live qualification (Sales), so the prospect is automatically and personally nurtured by the right message or person at the right time, with no delays. That last sentence is right from their site. I could not have said it better myself.

One problem that faces small companies and startups is time wasted on leads taht lack value. We chase and chase, well companies that I do not get to chase and chase. Why? They do not implement a process for lead scoring. Genius new system lets you score on array of items but my favorite is the behavioral data. See if you set up your call to actions properly you can dynamically score leads and provide data that tells sales people if someone is in and where they might be in the buying process.

If you work with me, or we have spent time talking modern sales strategy over a glass of wine or scotch, you would think I designed this product. Simply put, these guys are Genius.

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Tags: Add new tag, marketing, Marketing and Advertising, Messaging, Sales 2.0, Sales Process

Messaging, Sales 2.0, Sales Process | Karl Goldfield, March 27, 2009 8:53 pm

2 Comments

I was curious about Genius, and too just saw them at a booth (Cloudforce NYC). I liked their ability to let sales run through a website visitor’s actions without having to view it as a list of activities. I don’t love how their activities eat up Salesforce space- which gets expensive. People should weigh the pros and cons of this system versus others in the space to see which meets their needs.

Vtrenz new name is Silverpop Engage.

Also, I do much better with campaigns that have one call to action mentioned multiple times in an email, not multiple calls to action. Maybe that’s what you meant?

Oh, and I like your blog.
Maria Pergolino — March 31st, 2009 at 9:31 pm
ACtually, I meant multiple messages each with a different call to action. I.E. “Watch a movie” Then “Attend a Webinar” or “Download a trial”.

Thanks for the great comments. I have never seen a burden in SalesForce space, are you referring to data costs?

Your voice is welcome and I look forward to more.

KG
Karl Goldfield — March 31st, 2009 at 9:58 pm