If you’ve read any of our previous blog posts, attended any one of our live webinars, or follow Cheshire Impact on social media, you’re probably familiar with our stance on the age-old Marketing versus Sales debate. In case you aren’t familiar, here at Cheshire Impact we are firm believers in Lead-to-Revenue (L2R) Management and are passionate about breaking down the barriers (both metaphorically and physically) that separate Marketing and Sales. Instead of operating as two separate, rival teams, we believe that Marketing and Sales teams are much better off when they are aligned and operate together as a cohesive unit working towards a common goal – Revenue!
Along with the adoption of a collaborative L2R process and strategy, marketing and sales alignment often includes the leveraging of marketing automation and sales enablement technology. While most of the clients we work with already use Salesforce and Pardot, Salesforce Engage helps put L2R methodology into action with functionality to promote marketing and sales alignment.
While some organizations with disjointed Marketing and Sales teams may find the email element of Salesforce Engage intimidating, we’ve set out to debunk that myth with Sales strategies for using Engage Campaigns that shouldn’t intimidate Marketing.
Use Engage Campaigns to send quick, check in-type emails to leads
The primary purpose of Engage Campaigns is to empower Sales to send personalized and tracked emails to their leads for themselves. Engage Campaign emails can be crafted from available 1-1 email templates or created and sent as ad-hoc messages. Engage emails can be sent one-off to individual leads or to small batches of leads owned by a Sales user.
Here are a few examples of emails suitable for sending using Salesforce Engage:
Quick personalized emails for relationship development…
“I was just thinking about our last conversation…”
“I saw this blog post and thought you would appreciate it…”
“This new article/whitepaper/blog post reminded me of what you said about __…”
Brief note to leads in a specified region or industry to let them know about an upcoming trip, event or trade show…
“I wanted to let you know I’ll be in ___ next week, want to grab lunch?…”
“I hope to see you at the ___ trade show next month, I’ll be there!…”
“Any chance you’re planning on going to the ___ event next quarter?…”
Quick note to help promote or follow up after a webinar or event…
“You might have seen an email from our Marketing team already, but just in case – check out our upcoming webinar!…”
“I noticed you attended our latest webinar! I’d love to connect and hear what you thought…”
“It was great catching up last week at the ___ trade show. Let me know of a good day next week for us to connect…”
***Pro-tip: Whenever possible, include links in engage emails so you can observe and track engagement with your emails using Engage Reports. In order for link clicks to be tracked by the system, all links will be automatically re-written so be sure to hide your links beneath text like this.
Why Using Engage Campaigns shouldn’t intimidate Marketing
- Providing Sales with a library of marketing-approved email templates for sending out of Salesforce Engage makes it easier to maintain and enforce brand standards. After all, the alternative often means sending untracked ‘rogue’ emails directly from Outlook.
- Allowing Sales to send quick one-off or small batch emails to their leads from Salesforce Engage frees up Marketing’s time to focus on producing fresh content and executing complex campaigns.
- The maximum number of emails that can be sent by a Salesforce Engage user in a 24 hour period can be set by a Pardot Administrator (maximum limit: 500 emails/day).
See? There’s nothing to be afraid of! What Salesforce Engage strategies are your Sales and Marketing teams using to help speed up conversions and drive revenue for your organization? Share your insights by leaving a comment below!