In this column we often talk about how important it is to keep your marketing tracking mechanisms simple and efficient. It really is absolutely necessary to know your leads and your customers in order to be very successful. There’s a guy who founded a business in Tempe, Arizona called Piranha Marketing (www.joepolish.com) who clearly knew this axiom of good business practices.
Infusionsoft public relations manager, Laura Collins, on the Gilbert company’s blog site (www.infusionsoft.com) talks about how insightful Piranha founder Joe Polish has been. He founded the company simply to help small business carpet cleaners succeed by teaching them proven marketing strategies, according to Collins. Piranha has grown to a business with a staff of 25 employees.
As the business grew it ran into common marketing problems, like relying on too many technology tools like CRM, email marketing and e-commerce. This created some confusion of purpose and did not keep up with the efficiencies needed for a fast growing small business. Collins notes as the business grew its leads base it was requiring more and more manual labor by the sales team just to manage relationships and close deals. “When I sat down with the sales team, I uncovered that they had to enter the same data two, three or even four times across systems so they could accurately track the sales and buying cycle,” Collins quotes Polish.
Now, Polish has a centralized CRM, email and e-commerce system. This has made it much easier for Piranha to manage their contact lists, emails, faxes, direct mail, shopping cart records, and order and payment histories all in one place. Now they don’t have to jump in and out of systems to update customer records. The company sales force can now use an organized and integrated system to track the results of new lead and customer marketing campaigns.
“With Infusionsoft my team can track which campaigns are working and which aren’t,” Polish told Collins. “I can track their behaviors like email open rates and clicks to help me now what information is interesting and of value to leads and customers, enabling me to better tailor my messaging in future campaigns so that I see more conversions and sales.”
It all seems to be working, notes Collins. Polish’s improved marketing strategy has resulted in an increase in sales of 55%, conversions are up 15% and the buying cycle has been reduced by 50%.