| Landing pages used to empower the sales staff |
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By Kevan Bilton, Glostrup, October 15. 2009 ExactTargets landing page module is a unique marketing tool that takes the “HTML programmer” out of the online marketing equation. Empowering marketing personnel with basic computer skills to create sophisticated landing pages that can capture lead data and trigger email sends. Landing Pages are used for a variety of purposes, including whitepaper downloads, conference/seminar/webinar sign-ups, direct mail conversions, campaign specific communications, and more. The uses of ExactTarget landing pages are many In Denmark I have cases where landing pages are used internally to empower sales staff in their relation with their clients: The basic scenario is that the sales staff is to call their clients and tell them about an “invite only” Telco conference, being held in Switzerland in November. If the client finds the conference relevant the sales person is to send him an email invitation to the conference. The folks in Marketing have prepared a nice HTML email invitation with a space for the sales persons personal greeting. They have also created an "internal" landing page that triggers the email - all the sales person has to do is enter the clients unique id* and a personal greeting into two text fields and then “submit” the form. This action triggers the personal Telco Conference invite from the salesperson to the client. *In ExactTarget it is easy to set up relational data. By using a unique client ID (from CRM or ERP) the sales person does not have to spend time entering name, email, account owner etc. This makes the entire process less of a burden for the sales staff – yet the data is still available to personalize and send.Another landing page has been prepared for the client’s response. Here the client can register for the conference, enter specific wishes regarding travel and lodging. This landing page also triggers a confirmation email back to the client.Using the MS CRM or the Salesforce.com integration. The ExcatTarget landing pages ties directly back to the client card within the CRM. Not only will the sales personnel easily se if a client has viewed the email invitation by the tracking information. They will also able to se if the client has registered for the event. Leveraging valuable knowledge to further contact the client. This link dowloads a PDF >> ExactTargets “Field Guide to Landing Pages” suggest there are many uses and marketing benefits for ExactTargets Landing pages << |
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