Marketing data & best practices

Drip Marketing With Lead Nurturing- The Dynamic Duo

Drip Marketing with Lead Nurturing – Solving the Marketing/Sales Divide    

 Does this sound familiar:

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“What happened to all those leads we generated for sales?”

How about this:

“Why does marketing keep sending us these junk leads?”

These are complaints plaguing any company struggling to capitalize on its marketing strategies.   Marketing is bound to blame sales and sales is bound to blame marketing, but the reality is that neither is necessarily to blame. The real culprit is the sincere belief that uncultivated, un-nurtured leads are actually prepared to buy anything. Of course, by definition, a lead has shown interest, but in this early stage of the process, the correlation between interest and willingness to buy is very low. In fact, according to Gleanster Research, over 50% of qualified leads are not yet ready to buy. A well-planned, well-timed marketing conversation is necessary to convert that lead into a sale. This process of creating higher quality leads in the hope of increasing sales is called lead nurturing. The best lead nurturing campaigns are usually linked to drip marketing campaigns: automated campaigns (via email, SMS/text, direct mail, or any cross channel combination) that maintain contact with possible consumers according to an organized, pre-scheduled timeframe. The continued contact that drip campaigns offer is great for branding and elevating a product’s visibility. To transition to sales, as soon as a contact becomes a lead (shows interest by opening, clicking, or responding to an ad or marketing piece), the potential customer immediately transitions into a unique lead nurturing campaign. And capitalizing quickly on leads matters: between 35-50% of sales go to the vendor that responds to a lead first (InsideSales). In this way, lead nurturing campaigns use roughly the same technological premise as drip marketing campaigns, although lead nurturing content is focused only on enhancing lead quality and drip content is geared toward establishing contact.


Drip Marketing with Lead Nurturing Work Together

This marketing match made in heaven started out in the B2B world, where combining drip marketing with lead nurturing has quickly taken off. Since much of large B2B marketing revolves around connecting good salespeople with highly qualified leads, this fully automated system of lead enhancement has been a big hit. Screen Shot 2014 10 24 at 4.02.40 PM 234x300 Drip Marketing With Lead Nurturing  The Dynamic DuoWhile large businesses have jumped on the trend of integrated drip marketing with lead nurturing platforms, until recently, the high costs have kept these marketing capabilities out of SMB’s hands. However, with the recent emergence of lightweight marketing automation, SMBs and the agencies that support them now have access to drip marketing with lead nurturing platforms that are affordable and easy to use. The most effective campaigns have proven to be those that use two or three channels: 73% of SMBs using cross channel marketing have seen increased customer engagement (eMarketer “Small Businesses, Non-Profits Stretch Dollars with Multichannel Marketing”). And additional complexity is often not wanted. Agencies catering to SMBs as well as the SMBs handling marketing themselves want above all cost effective, uncomplicated campaigns that show results. Lightweight marketing automation provides just that, as well as the ability to personalize content to the individual consumer. 70% of businesses reported increased response rates and 67% reported increased sales thanks to personalization, (eMarketer, “Content Personalization Roundup” July 2014). Agencies and SMBs using cost effective, user-friendly drip marketing and lead nurturing software have the opportunity to revolutionize the sales process for SMBs.


A Sample Campaign with Drip Marketing with Lead Nurturing

The Baggins Compact Cars dealership is looking to increase revenue, and notifies its agency that it would like to attract new customers with a new campaign. Screen Shot 2014 08 20 at 10.03.44 AM 300x191 Drip Marketing With Lead Nurturing  The Dynamic DuoThe agency decides to run a cross channel campaign using a combination of drip marketing and lead nurturing. To best engage potential buyers in an unobtrusive way, Baggins’ agency decides to open the campaign with a content marketing piece. The creative team puts together an attractive direct mail piece with a short but fascinating article about why compact cars are the most fuel-efficient cars on the road. The article hints at some interesting data, but leaves the consumer wanting more. For that reason, the agency places a pURL containing the consumer’s full name at the bottom of every direct mail piece alongside a “Keep Reading” header. This will drive many consumers to log into their pURL without any pressure to buy, where they will find a microsite continuing the article and then introducing Baggins Compact Cars. The next step is completely automated, as individuals who view their pURL will automatically receive a carefully planned, triggered lead nurturing email campaign. This campaign will consist of a string of emails over time based each lead’s unique behavior, culminating in a more sales-oriented pitch. For non-openers, the agency will run for Baggins a drip email campaign in the hope of drawing out more leads over time. As soon as a potential customer shows interest in a drip email, his or her response will immediately trigger the aforementioned lead nurturing campaign. As these campaigns continue to run, Baggins Compact Cars will have many new leads ready for a salesperson to contact, and its showrooms will start to fill up once again with customers looking to purchase the newest compact car. To learn more about how marketing agencies can transform the automotive marketing world, click here.


Boingnet’s Role The Boingnet Solution: Drip Nurture Campaigns

And this is where Boingnet comes in. Boingnet is the leading lightweight marketing automation software Lead Nurturing 380.380 72 dpi 300x300 Drip Marketing With Lead Nurturing  The Dynamic Duodrip marketing thumbnail 380.380 72 dpi 300x300 Drip Marketing With Lead Nurturing  The Dynamic Duoprovider to both agencies and SMBs. Our software combines drip marketing with lead nurturing into one easy to use platform.   Boingnet gives agencies and SMBs the ability to run highly effective, responsive, and personalized campaigns without any help from IT. To learn more about Boingnet’s drip campaigns click here, and lead nurturing click here. Scheduled drips, triggered lead nurturing campaigns, and much more are all part of the extremely affordable package, and we are confident that our product is the superior marketing platform for SMBs and their marketing agencies. We invite you to try our free 60 day trial below.

Meet The Boingnet Team: Get to Know Liz

Final Graphic 2  Meet The Boingnet Team: Get to Know Liz Liz Townsend, a Client Success Manager, has been working for Boingnet now for just over 1 year. When Liz isn’t in the office, we can find her riding her bike around the South Shore, cheering at her children’s crew regattas, or spending time with friends and family.

Liz Image 373 X 406 Meet The Boingnet Team: Get to Know Liz

Read more to get to know Liz

Where were you before you started working for Boingnet?

I actually didn’t work for 17 years because I had 3 kids at home. But long before Boingnet, I worked at Epsilon, a marketing services company, as an account manager.

What do you do at Boingnet?

I am a Client Success Manager, so I make sure that our clients learn how to use Boingnet to create and manage their marketing campaigns – whether it be email, or pURL landing pages, or QR codes for direct mail. Most clients have questions when they first get going because there are a lot of big pieces to fit together to create an effective marketing campaign.  There’s a technical aspect to my work but also a marketing aspect. The main part of my job is to help customers learn how to make the most of Boingnet’s functionality – and this includes writing help articles, and creating videos and demos for clients.

How has your position evolved as the company is growing?

Since we have more clients now using our marketing platform and doing more sophisticated things with it, I spend more of my day helping clients and answering their questions. While I still make time to produce help articles and videos, my main focus is to assist clients with Boingnet in order to create their campaigns.

What does an average day for you look like at the office?

The first thing I do is check my email – my day is really defined by how many questions I have from our clients. But I always have a list of things to work on as well as my daily task of assisting clients. Right now I am updating the help articles and videos on creating landing pages and email templates with the new features we just released. But it really varies each day.

Where are we most likely to find you on the weekends?

I like to relax at home with my family.  I also like ride my bike around the South Shore and take my dog Lucky for walks. While I usually travel more in the summer- we’ve been going to Martha’s Vineyard every year for the past 10 or so years- now we travel on the weekends visiting my kids at school and going to their crew regattas.

Other than Martha’s Vineyard, where’s your favorite place you’ve ever traveled to?

I would have to say London. My family had a great vacation there when my kids were going into high school. Not only is the city awesome but my kids were at the perfect age to travel and to really appreciate the sites and the culture of the city. We did so many different things, which was great. We had an amazing bike tour of London, we did the London Eye (which was not my personal favorite), went to museums and saw three different shows. Overall it was a great vacation!

What’s your favorite thing to do in the fall on the South Shore?

My favorite thing is definitely bike riding in Wompatuck State Park in Hingham. It’s beautiful there and it’s nice to take advantage of the great bike paths, especially in the fall.

If you can pick 3 words to describe yourself what would they be?

Dependable- if I tell someone I’m going to do something I won’t forget and never go back on my word. I am also detailed oriented- I make tons of lists and I am always very organized. And lastly, I would have to say I also have a fun side. I love to relax, listen to music and I love to laugh!

What’s the best advice you’ve ever received in the working world that you would pass on to someone else?

I would definitely give advice to someone starting our in the working world and encourage them to begin their career at a small company. When I started out, I worked for a small company and I learned so much because I was able to see all aspects of the business within a safe environment. While I had friends that started off at bigger companies, in the end they were only trained for one specific job, while I came out of my first job with more tangible skills.

What’s your favorite thing about working for Boingnet?

I have two favorite things. My first favorite thing is the people. The fact that I can bring my dog Lucky to work when I need to and that everyone just loves him is amazing. My background out of college was as a programmer analyst, then I went back to school and got my MBA in marketing. So working for Boingnet really ties my two interests together.  So, my second favorite thing is that I just love the work that I do- both the technical side and the marketing side. I like that my work is different every day and that I’m always learning.


Lucky Meet The Boingnet Team: Get to Know Liz


White Label Marketing Automation

Can White Label Marketing Automation Save SMB Marketing?

Screen Shot 2014 10 12 at 4.39.23 PM 300x204 White Label Marketing AutomationAs companies of all sizes work to attract more customers, marketing departments are turning to technology to gain an edge. White label marketing automation is helping to fulfill a gap in technology and resources that exists in small organization marketing departments. Marketing automation platforms have quickly become very popular, but up until recently they remained financially out of reach for all but the largest businesses. These large enterprises were and still are seeing significant returns from large investments in sophisticated marketing automation platforms. These platforms are highly advanced cross-channel marketing products that are explicitly designed for big businesses. This means that the software was built for lengthy implementations by large marketing teams with extensive IT resources. And big business marketing automation is not cheap: the platforms almost always require extensive contracts, expensive setup and training fees, and significant tech support. Despite the cost, marketing automation allows large marketing teams with sizeable budgets to deliver more and higher qualified leads to their sales teams. However, the large marketing automation providers fail to cater to companies smaller than this, as small and medium sized businesses (SMBs) and other smaller organizations usually lack the resources to make such a significant investment in an advanced marketing automation platform.  The already lopsided marketing battle between big business and SMBs looks now more like David and Goliath as SMBs struggle to find a right sized counterpart to large-scale marketing automation.

As a result, many SMBs have adopted inexpensive, self-service “point solutions” to do email marketing, such as Constant Contact® Mailchimp®, Unbounce©. These products are fine for the particular marketing channel on which they focus, but lack the technology and analytics to run cross-channel Screen Shot 2014 10 14 at 3.00.10 PM White Label Marketing Automationmarketing campaigns. And cross-channel marketing pays off: 60% of multichannel marketers reported revenue increases of more than 10% attributed directly to cross-channel marketing programs such as email to web or direct mail to web (Forrester, Multichannel Maturity Mandate). Even the simple act of attaching landing pages to emails cannot be accomplished easily without an integrated platform with cross-channel marketing capabilities. Despite the fact that a SMB may have a superior product to that of a large, established business, the lack of access to cross-channel, marketing automation means that the bigger company will draw in more sales through its higher brand visibility and more thorough lead generation.


Agencies – Skill and Resources for SMB Marketers

The limited resources and capabilities that exist in the marketing departments of small organizations have created a need that is being filled by marketing agencies. SMBs usually lack the creative expertise and manpower to effectively set up and run anything but relatively simple campaigns: they turn to agencies to augment their small teams with experienced staff and better software tools. To put it simply, their difficulties are a direct result of the mismatch between marketing resources and marketing goals: it is just not feasible for a small marketing team to invest in and fully utilize advanced marketing automation products and services. To remedy this, agencies have traditionally supplied a disparate collection of lightweight point products to their clients in a “white label” format. White label marketing solutions are packages in which the cost of the software platforms are bundled into the overall campaign fees billed to the clients. Clients still receive real time access to campaign results, but the most of the work that goes into creative, data analysis, personalization, and campaign management is handled by the agency behind the curtain. This strategy saves money, but the collection of single-channel products makes cross-channel campaign integration nearly impossible.

These conditions have left a significant gap in the market. Agencies servicing SMBs, nonprofits, and educational institutions are searching for a product that offers essentially a simplified version of advanced automation platforms. Recently, that product has emerged as a “lightweight white label marketing automation” solution. Lightweight marketing automation allows agencies to offer an integrated toolkit of solutions to its SMB clients at an identical or lower price than the disparate point solutions and enables easy cross-channel campaign management.

Check out Boingnet’s White Label Marketing Automation –  Register for a 60 Day Free Trial!

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Lightweight Marketing Automation Fills the Gap

If the SMB-large enterprise marketing battle is David and Goliath, then lightweight marketing automation is David’s sling . By opening doors for SMBs, lightweight marketing automation is a home run for agencies operating in a white label marketing context. SMBs 300x225 White Label Marketing AutomationAgencies will now have the ability to sell email, direct mail, landing page, microsite and SMS/text message campaigns as a single campaign entity, and at the same time provide their clients with white label analytic reports on all channels at once. The automation also enables lead nurturing through automated drip campaigns, with each “drip” operating on a timeline personalized to individual leads. Therefore, campaigns will essentially run themselves. As potential clients express interest in a product, their individual drip campaigns will begin completely independent of any other human input. Agencies and their clients may still schedule email blasts for specific offers, but even without these, landing page and microsite campaigns will continue to contact and attract customers through search engines, pay per click ads and social media. These campaigns create for agencies more sustained, deeper relationships with clients: instead of engaging clients on a campaign-to-campaign basis, automation provides the foundation for long lasting, high value agency-client partnerships.

What makes this new white label marketing “lightweight” is its ease of use. Emails, landing pages, microsites and more can all be created in minutes through templates with no IT input. This allows an agency’s creative arm to fully focus on the content it does best, rather than get bogged down with getting things approved through the business’ IT. Lightweight marketing automation is focused on the core set of features that today’s marketers need to help SMB marketing teams to “take the next step” beyond basic email, web and direct marketing tactics. Agencies can now offer SMBs fully integrated campaigns with outstanding creative and campaign strategy all at a much more reasonable price. The prospect of longer lasting, more durable client relationships makes white label marketing automation a must have for all agencies catering to SMBs and smaller organizations.

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Boingnet’s White Label Marketing Automation Solution

Boingnet is the world’s premier lightweight marketing automation platform. Our software allows our customers to quickly and easily distribute campaigns across web, direct mail, email, and mobile channels. We then personalize those cross-channel marketing campaigns with pURLs, custom landing pages and microsites, and easy to use variable logic. Then with the data we collect from content opens, click-throughs, pURL opens, and microsite forms, we lay the foundations of drip campaigns to continue the conversation with the desired segments of the initial campaign. What’s more is that our product was designed with agencies in mind. Our drip capabilities create deeper, longer lasting relationships between agencies and their clients, and our white label product ensures that those clients will never even know we exist. The system of client portals lets agencies handle the behind-the-scenes work and then present only the relevant campaign information to their clients. We are confident that Boingnet’s product is an agency’s ultimate key for opening new doors into the untapped market of SMB marketing automation. We invite you to contact our sales team or start 60-day free trial HERE.

Check out Boingnet’s Lightweight Marketing Automation –  Register for a 60 Day Free Trial!

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Boingnet Sponsors the HomeStart Fall Gala

HomeStart Celebrates 20 Years of Preventing Homelessness

HomeStart Image 5 Boingnet Sponsors the HomeStart Fall Gala

On Saturday September 20th, Boingnet sponsored the annual HomeStart Fall Gala in Boston, MA.  As members of the 2014 Gala committee, Boingnet CEO Dennis Kelly and wife Jen were excited to attend the gala and support a cause that has been working to end homelessness for 20 years. HomeStart, founded in 1994, is a Boston non-profit organization that provides stabilizing programs to prevent thousands of adults and children from becoming homeless. These programs set HomeStart apart, as the organization stands as a nationally recognized innovator in preventing homelessness in the Boston area.

At the Gala, sponsors from the local community came together to celebrate 20 years of HomeStart’s dedication to ending homelessness. The highlight of the night came when James Patterson, a former homeless man, discussed his journey through drug addiction, homelessness and road to recovery with HomeStart. However, Patterson’s story is unique, as he came from an affluent family and attended an elite prep school. After he graduated from Northeastern University in 1992, he started his first post-grad job with a promising career in advertising and sales. While on the outside Patterson’s life was on an upward trajectory, in reality he struggled with a serious drug addiction at the seams of spiraling out of control. By 2005, he had lost everything and was living in an abandoned warehouse near Fenway Park. Patterson remarked, “I was hopeless and I saw no way out.”

That’s where HomeStart picked him back up on his feet. Forced to go to a homeless shelter, Patterson was assigned a housing advocate from HomeStart.  HomeStart’s goal was simple: to help him move into a home and help him rebuild his life. Over the course of 3 months, Patterson made steps towards improvement and was soon able to move out of the shelter. HomeStart’s involvement with Patterson did not end there. The organization continued to support his journey with stabilizing programs teaching him how to take care of himself, manage his money, and keep him in his new home. Today, Patterson has come a long way since his days suffering from addiction and homelessness.  With his recent masters degree in social work from Boston College, Patterson is working, sober and living in a home of his own. At the end of his speech, Patterson gave a heartfelt thank you to the audience members, saying, “without the help that HomeStart gave me, I would not have been able to make the critical changes that I needed to make in order to thrive and to survive.” HomeStart not only gave him a home, but also gave him a new life.

Of course, there wasn’t a dry eye in the audience. Patterson’s speech further highlighted the amazing work that HomeStart has done for our community. Earlier in the night the audience watched an inspiring video celebrating Homestart’s  successes over the past 20 years. Local politicians, business leaders, and former HomeStart clients joined together to simply say “thank you” to the organization. At the end of the video, Massachusetts Governor Deval Patrick gave a reminder to the audience, stating that while this night is a symbol of how far HomeStart has come, “we still have work left to do.” His point reigns true, as it is now our job to continue to work together and end the cycle of homelessness.


The Fall Gala was just one of many milestones that HomeStart has reached over the past 20 years. Overall, the event was a huge success as the organization raised $415,645 to help hundreds of individuals and families in the Boston area. The night revealed that this is only the beginning for HomeStart. Boingnet is excited to continue our partnership with the organization and to see what HomeStart will accomplish over the next 20 years.


 Check out the incredible work HomeStart is doing to fight homelessness at their website,