Binary Tree uses Tango Card and Salesforce.com to Drive Real Results

I recently had the opportunity to engage with Salesforce.com business partner, Tango Card, on a very unique promotion.  As a result, I wrote the following blog post that details my experience working with the Tango Card Salesforce app. I detail my thoughts on its usefulness, and how it helped to streamline my existing processes as well as the the possible impact it could have on business as a result.

Enjoy!
_______________________________________________________________________________________

As the Social Marketing & Enterprise Systems Manager at Binary Tree, I’m constantly looking for cost-effective and innovative ways to improve our sales and marketing business processes. Streamlining and simplifying the ways in which we collaborate and share information with our partners, customers, prospects, and internally, as well as unique ways to encourage, recognize, and acknowledge individual actions and achievements are all critical to our success.In order to achieve these goals, the Binary Tree marketing team is actively involved in developing unique partner enablement programs that help encourage and empower Binary Tree partners to reach their revenue goals. We’re also involved in creating remarkable incentive programs to help attract new leads and prospects and drive them to participate in our weekly webinars, surveys, and events. Incentives vary depending on the event type, but most include the opportunity for participants to win American Express egift cards, Amazon.com egift cards, Starbucks gift cards, as well as mobile devices, and t-shirts.

This all seems pretty standard and straightforward, right? Sure, but when you’re part of a small team who’s responsible for several other business critical areas and cannot spare more then a few minutes a day sending out egift cards and the associated correspondence, the process can become a significant hassle both internally and externally. Some of the challenges we face include:

  • Keeping track of egift card purchase receipts (commonly filed in the purchaser’s email inbox)
  • No way to track if the recipient received the egift card
  • Lack of integration between American Express and/or Amazon.com and Salesforce.com (our CRM system)
  • No seamless/integrated way to capture the egift card process
  • No integration with our Accounting systems

Also, our current process prevents us from automatically and seamlessly capturing the entire process right in our Salesforce.com CRM system. Right now we have no automatic way to capture the email sent to the recipient with the egift card message right in their Salesforce.com Contact record. Also, we have to manually attach the purchase receipt to the record for our accounting records. Finally, the ability to run on demand reports, create dashboards to visually represent who received what, when, and why, and what incentives led to Opportunities and revenue is not available.

As a highly process driven and systems integrated company, we hoped to eventually find something that would allow us to automate and streamline this process. With the immeasurable number of available tools (paid/free), apps (paid/free), and custom solutions available today, it’s not only time consuming, but almost impossible to find a tool or app that suits our specific needs, is cost-effective, and is easy to install and/or integrate into existing systems. In my day-to-day routine, this combination is quite rare, so when I find and app or tool that meets these requirements, I jump at the chance to test it, use it, and launch it to my team and/or users.

This was the particular case when I came across Tango Card for Salesforce. The app description caught my attention immediately:

With the free Tango Card app, you can give and track gift cards right from your Salesforce account. Make rewards, incentives, and gift cards easy … and save tons of time with Tango Card.

After doing a bit more research, I was eager to get the Tango Card Salesforce app installed in my sandbox environment and begin testing. Unlike other apps, the installation took minutes and the set up was elementary. I quickly realized how helpful Tango Card could be and how it could help transform our current manual and time-consuming process into a highly automated and efficient process. After even a bit more research, I found a significant difference between Tango Card and other egift card providers. I discovered that:

  • The Tango Card purchase is stored in the Salesforce contact record’s activity history section for easy tracking and follow up
  • The Tango Card purchase receipt is emailed directly to the purchaser and is attached in the recipients Salesforce.com contact record
  • Tango Card automatically posts that an egift card was sent to the company’s Chatter feed
  • Unlike American Express, there are zero purchase or activation fees

Salesforce Tango Card App

To make my experience even better, a few weeks after I installed Tango Card for Salesforce in my production environment, I received an email from Scotty Greenburg, Tango Card Marketing Manager, announcing that because I downloaded and installed the Tango Card for Salesforce app, I was entered into a contest and won $500 to fund our Tango Card account! After my, “I never win anything!” outburst, I decided to divide the $500 prize into three denominations and use it to organize three different promotions.

Since we had the Microsoft Worldwide Partner Conference 2013 (WPC 2013) coming up, I decided that I’d use the $500 to conduct two internal promotions to help our business development managers promote the launch of Binary Tree’s new SMART Partner Community booth demonstrations and our email migration solutions booth presentations. I also planned to use a slice of the winnings to use for one of Binary Tree’s monthly charitable contributions.

So, with my plans approved and in place, I was eager to see just how well Tango Card would perform, and excited to learn about the end user experience. I was also looking forward to purchasing our monthly charitable donation via Tango Card. If the process was as simple as I thought it would be, then I could go to our Executive management and propose using Tango Card for all future charitable donations.

As it turns out, purchasing our charitable donation for June was even easier then I thought. All I had to do was go to the Tango Card website, log in, select a charity, and submit my donation. There was no need to make any phone calls or fill out any paperwork. All it took was a few mouse clicks and the donation was sent. I immediately received my receipt via email and the process was complete. Since this initial experience was so positive, I was even more excited to get started on the two promotions that I was launching for the Binary Tree Business Development team at WPC.

Since Tango Card provides egift cards and the event concluded while we were all at WPC, I created award vouchers to hand to the two winners at the conclusion of the promotion. With vouchers in hand and the promotion announced internally to all of the business development managers attending WPC, the action began.

Creating an incentive for the Business Development team for essentially “doing their job” may not seem like an ideal way to utilize the $500 (now $400 due to the charity donation) prize money. Inviting partners to presentations/demonstrations is not an action we typically reward. However, in this case, since WPC acted as the launch platform for our new SMART Partner Community and our new SMART Active Directory Migrator migration product, we needed our Business Development team to exceed and outdo their usual tactics and drive a significant number of partners to our booth. My goal was to leverage our business development team’s competitive nature to drive demonstration/presentation attendance. In my experience, incentives and recognition are ideal ways to encourage employees to step outside of their comfort zones and drive results.

In the end, attendance was high and we were able to generate a significant amount of interest (and potential subsequent revenue) in both our new SMART Partner Community and our new SMART Active Directory Migrator migration product.

When I returned back to the office the following Monday, I logged into Salesforce and from within the Binary Tree employees ‘contact records, I was able to send the winners their Tango Cards. An automatic email went out to each of the winners with instructions on how to redeem their Tango Cards. The entire process literally took me seconds and I was able to do it all right within the Salesforce contact record. Even better, the purchases were stored in the Salesforce contact record activity history for easy tracking and follow up. I also received copies of the receipts emailed right to me. Since we use Chatter, I was able to automatically post winner announcements directly to our Chatter feed. Even better, there were no purchase or activation fees like there are with other gift cards. Tango Card saved me time and money. It was easy, simple, and cost effective.

The final step in all of this is to now see if we can tie revenue back to the Tango Card promotions. In the months to come, I’ll be keeping a close watch on Leads that we gathered from the demonstrations/presentations at the Binary Tree booth at WPC 2013 and following them to see if any result in revenue.

About Binary Tree:

Binary Tree is the provider of SMART Migration software and solutions for Microsoft Exchange, Active Directory and Windows Server environments. Since 1993, Binary Tree and its business partners have helped over 6,000 customers around the world to migrate more than 25 million email users including powering many of the largest messaging migrations in the world. Binary Tree’s suite of software provides solutions for migrating from Exchange 2003/2007/2010/2013 and Lotus Notes to on-premises and online versions of Microsoft Exchange as well as for performing migrations of Active Directory and Windows Server environments. Binary Tree is represented by business partners worldwide who apply the SMART migration methodology to provide specialized services for guiding customers through complex transitions. Binary Tree is a Microsoft Silver Partner, an IBM Advanced Business Partner, and is one of Microsoft’s preferred vendors for migrating to Microsoft Office 365. Binary Tree is headquartered in the New York metropolitan area with international offices in London, Paris, Stockholm and Sydney.

About the Author:

Rennie Filler, Social Marketing & Enterprise Systems Manager at Binary Tree, focuses on developing and managing the company’s digital marketing, social media, and inbound marketing strategies. Through her unique skill set, Rennie is also responsible for the management and development of the company’s CRM and marketing automation systems, as well as the content management platform and partner enablement and training community.

Rennie received her Bachelor’s degree in Communications with a Marketing and Public Relations emphasis from Rutgers, The State University of New Jersey, and currently resides in Madison, NJ. Connect with Rennie here:

Twitter: @RennieFiller
LinkedIn: in/renniefiller
Blog: SwellCrowd

Originally Posted on the Tango Card Blog >>

Want 5 Minutes of My Time? Then Don’t Ask Me for a Meeting

Like almost everyone with an email address today, I get a lot of email. I’m not just talking 20-30 new emails each day; I’m talking 100-200 new emails per day. To some of you out there, that may not seem like a lot, but to me – as someone who cannot leave a single unread email in her inbox – it is. If it weren’t for my trusty spam filter, I’d invariably loose my mind among the announcements, the solicitations, the offers, and on and on. Now please note, the majority of the email I receive is work-related, from my colleagues, and quite important to my daily workload, and there’s nothing I can do, or want to do about that. In order to stay on top of the latest industry news, competitor announcements, and other relevant information, I also subscribe to and receive emails several times a day from various industry-related Google Alerts, RSS feeds, Twitter alerts, LinkedIn Group threads, and industry relevant newsletters and announcements. So, even though I receive a ton of email each day, at least it’s email that I’m choosing to receive (minus the email that my trusty spam filter takes care of) and quite relevant to my daily routine. But, sometimes that’s not the case …

As the Online Marketing & Social Media Manager at Binary Tree, I often (and by often I mean everyday, multiple times a day) receive emails from Sales Reps who want to meet with me. I receive the old …”I just need 5 minutes of your time …”, or “ …I’d like to tell you how we can help you …”, and my personal favorite, “…I’m reaching out to you because I believe that your company is a great fit for a partnership …”. As a former Sales Professional, I completely understand that these folks are just doing their jobs. It’s tough out there and they have high quotas to make quarter-after-quarter. It’s definitely interesting to now be on the receiving end of a sales solicitation, and even more interesting to understand how the people I emailed and called (over-and-over) asking for a meeting must have felt. I used to send the same emails and use the same words and phrases like, “5 minutes of your time” and “partnership”. Sometimes it worked, but most of the time I was ignored, and now that I’m on the vendor side of the table, I have a much clearer insight into what a Sales Rep might be able do to get “5 minutes of my time”.

Don’t ask for a meeting Yes, you’ve done some research on my company, my industry, and my competition. You studied and combed through every page on my website. You know my boss’s name and job title and where I used to work. You know and work with some of my former colleagues. You even know where I went to college. All of this is very good stuff to know. It helps you get some insight into who I am and the “who, what, where, and why” about my company, how we work, and our possible needs. But knowing this information and how it possibly relates to your service and/or product doesn’t mean that I’ll meet with you. Just like you, I have my own “quotas” to reach. Not necessarily quarterly and yearly numbers to make, but projects and tasks that I’m accountable for and need to complete every week, every month, and every year. So, like you, I’m busy. I’m busy having meetings, making calls, creating documents, maintaining blogs, installing systems, instituting processes, and on-and-on. I carve out each hour of each day on my Outlook calendar and leave myself very little wiggle room. Any “5 minutes” that I may find during the day will most likely be spent pouring another cup of coffee or throwing a Pop Tart in the toaster. Just like you, I have deadlines to meet in order to be successful.

If you want to get my attention – if you want my precious 5 minutes – then you have to “wow” me with some compelling information. I need something that I can forward to my boss, his boss, and my Executive team that will distract them enough from their even busier day and make them say, “…that’s some very persuasive information, let’s meet with them.” Asking me for a meeting without nurturing me first with drips of information that can impact our bottom line and help us compete with our competition at a higher level is KEY to getting my 5 minutes. For example:

  1. Tell me how my top 3 competitors increased their sales last quarter by using your services and/or product.
  2. Send me a graphic that illustrates what I can expect to see over time if I purchase your services and/or product.
  3. Give me examples of who’s using your services and/or product, how they’re using it, and the positive impact it’s having on their bottom lines.

Nurturing me with that type of information – surprising me every once in a while with information that can impact our overall revenue – is what I want to receive. Then, if that information is compelling enough, you may ask for my 5 minutes. Otherwise, you’re just wasting your time.Want 5 Minutes of My Time?

Don’t tell me that you know some guy I used to work with – In the day and age of social media, Facebook, LinkedIn, Twitter, and Google+, everybody knows someone that knows someone. Heck, I follow Bill Gates on Twitter, but I don’t claim to know the guy. In a world where anyone can be connected to everyone, using the “I know someone you know” sales tactic isn’t going to fly. However, approaching it differently by saying something like, “ …we were able to increase <insert person’s name here> and their company’s revenue by x dollars …”, well then maybe you have a chance. But simply stating that you know someone that I know (or even just barely know) isn’t going to get you my 5 minutes.

Don’t tell me you contacted my boss – Telling me that you reached out to my boss or plan on reaching out to my boss isn’t going to stop me dead in my tracks and respond to you. I can assure you; my boss is just as busy – in fact he’s even busier – than I am. Unless he receives the same persuasive and compelling information from time-to-time that I discuss above, he’s not going to waste my time.

Don’t tell me my company is a great fit for a partnership – I know you did your homework. You read through each page of my company’s website, you’re familiar with our products and services, you know our competitors, and you know what we develop and sell. Yes, “partnership” sounds much nicer than saying, “your company is a great fit to buy our products and/or services”. But honestly, how do I know if we’re a “great fit” for your offering and if we should enter into a “partnership” with you if you don’t tell me how your offering will help my company, for example, increase market share? It’s like casting out a fishing rod. You cast it out in an place where you know there’s fish and bait the hook with what you know the fish likes and is interested in eating. When you finally get a fish to bite, you start reeling the fish in – you reel in a bit, and release a bit, you reel in a little bit more, and then release again – you perform this action until you have the fish in your boat. This analogy is critical – you need to “bait” me with what I like, and slowly, over time, you’ll get me in your boat.

Don’t forward me things you think I might be interested in – We never spoke on the phone and we never met, so what would make you think that I might be interested in information on an upcoming webinar or trade show? Again, the only way I’ll be interested in attending one of your webinars or meeting up with you at a trade show is if you can first educate me with the compelling information I need to persuade me to give up my “5 minutes”.

Again, I completely understand the plight of the Sales Rep. It’s hard out there and people can be brutal and rude. I, too, fell prey to the pitfalls I discuss above and often felt quite discouraged by the lack of responses (and thus sales) I’d receive. The interesting thing is that some of the most successful Sales Reps that I’ve had the pleasure to know and work with were first buyers before they became sellers. Having experience on the buyer side of the table seems to give them a better sense of exactly how to engage with a potential customer. They know what compelled them to give up their “5 minutes” and use that knowledge to educate and sell to customers.

Maybe that’s the solution …hire Sales Reps that were once buyers. Sure, that would be ideal, but probably far from realistic. If you want to get on my calendar you need to think like a buyer, not like a seller. What makes you purchase one item over another? Why does one product get your attention more than another? Why do you invest your time and money in one store over another? Asking yourself questions like these may just be the strategy you need to embrace in order to get my “5 minutes”     :)

Emotional Marketing for Successful Sales

I came across this website today: ChangingMinds.org. As an online marketer who’s ultimate job it is to develop and execute marketing initiatives that help drive revenue, I found the website quite valuable in helping me understand the aspects of how we can change what others think, what they believe, how they feel, and what they do. In a world where social media is a driving force that significantly influences and shapes people’s opinions, beliefs, and decisions, I think it’s important to remember that when it comes to getting people to buy what you are selling, the way we market and sell needs to change.

It’s no longer about you, your product, or your message. In order to be successful, it all needs to be about the customer. Long gone are the days when someone would buy your product because you said so. Today, buyers rely on transparent, two-way collaboration, reviews, ratings, and specific examples that highlight experiences and emotions – not products.

So where should you start? The first step is to become more aware of your customers’ feelings. Empathize with them and let them know that you understand their pain and genuinely want to solve their problem. ChangingMinds.org offers several sections of information that may be helpful in understanding how to leverage empathy to drive sales. The section that focuses specifically on empathy is particularly interesting. Here’s a quick excerpt:

The value of empathy comes not from understanding the other person’s feelings, but what you do as a result of this.

Empathy connects people together

When you empathize with me, my sense of identity is connected to yours. As a result, I feel greater in some way and less alone. I may well, as a result, also start to empathize more with you. In a therapeutic situation, having someone else really understand how you feel can be a blessed relief, as people with emotional problems often feel very much alone in their different-ness from other people. The non-judgmental quality can also be very welcome.

Empathy heals

Therapeutically, it can be a very healing experience for someone to empathize with you. When someone effectively says ‘I care for you’, it also says ‘I can do that, I can care for myself.’

Empathy builds trust

Empathy displayed can be surprising and confusing. When not expected, it can initially cause suspicion, but when sustained it is difficult not to appreciate the concern. Empathy thus quickly leads to trust.

Empathy closes the loop

Consider what would happens if you had no idea what the other person felt about your communications to them. You might say something, they hated it, and you continued as if they understood and agreed. Not much persuasion happening there! The more you can empathize, the more you can get  immediate feedback on what they are experiencing of your communications with them. And as a consequence, you can change what you are saying and doing to get them to feel what you want them to feel.

See what I mean? Quite insightful and thought provoking.

Website Redesign & Content Creation

As I often mention, I’m the Online Marketing Manager at Binary Tree. We’re currently in the process of redesigning our website and we’rehoping to go live in the next 6-8 weeks (fingers crossed tightly). The project is very near and dear to the hearts of the entire company, including the Executive team, who are more than eager to see the new design along with the recreated messaging. It’s a project that will redefine the company’s message and position us as THE go-to partner for everything encompassing migrations to Microsoft.

Anyway, I have to say that the most difficult aspect of the project hasn’t been the design, the sitemap, or the navigation, but rather the CONTENT. Populating the CMS with current and newly created content is not easy. Silly me …I thought entering content into the new CMS would be a piece of cake, a no-brainer. But, alas, I was wrong. It’s not that it’s difficult to actually copy-n-paste into the new CMS …it’s not that at all. Rather, it’s the TIME it’s taking to repurpose our existing content, create new content with refreshed messaging, and populate the new CMS with our existing website’s archived content.

So the lesson learned is this …if you’re embarking on a website redesign project, you may want to include in the project’s budget a placeholder for a web content consultant or strategist. Two that I recently came across that you may want to consider (in no particular order) are:

  1. Pybop
  2. Predicate

Well, that’s all for now. Back to work!

Top 5 Things I Learned About Social Media This Week

Ok, so I missed posting last week. I have a good reason though. I won’t get into it but just know, it wasn’t fun. Anyway, here are the top 5 interesting facts,stats, ideas, and miscellaneous news items that I found valuable this week  as a social media and online marketing professional and enthusiast:

  1. Facebook recently announced their geo-location/check-in tool called Places. Social Media B2B wrote an excellent blog post titled, 5 Ways B2B Companies Can Use Facebook Places. I’m an avid Social Media B2B fan/reader and I find their perspective, ideas, and insight on how to leverage Places in the B2B space quite valuable. Read more here.
  2. There’s an excellent post on Social Media Examiner titled, How to Use Your Blog to Drive Social Sales. The post offers great insight on how to leverage your blog to drive sales. Read more here.
  3. I stumbled upon the website, Reel SEO Video Marketing, and was instantly intrigued. The site focuses exclusively on video marketing and video SEO. It’s full of interesting and valuable posts and a great asset to anyone looking to improve their video SEO. Read more here.
  4. I also stumbled upon a great content marketing blog called the PR 20/20 blog. Their 3-part series titled How to Optimize Video for the Web helps answer the question, “so how do search engines index and rank video?”. If you’re interested in finding out, read more here.
  5. Junta42‘s new Content Marketing Institute is full of resources for content marketing training and education. One particular post that I found very valuable is titled Checklist: The 4 Key Qualities of Effective Content. Although the post is simple a reminder of what you must keep in mind when creating and publishing compelling and nurturing content, it’s still worth a read. So, if you need a refresher, read more here.

So here are my top 5. I hope you find them as useful and as valuable as I do. Please feel free to share what you learned this week. I’m eager to hear.

Top 5 Things I Learned About Social Media This Week

As I continue to develop and execute the social media strategy at Binary Tree, I continue to learn more and more everyday about online and social media marketing. Here’s a list of the top 5 things I learned this week:

1.) That Foursquare can be an effective B2B Marketing tool. Read more here.
2.) That video is 52 times more likely to show up on the first page of Google search results. Read more here.
3.) That “Influence Mining” will emerge as the next generation of marketing and customer service. Read more here.
4.) That the book, Content Rules, will be available in December 2010 (can’t wait to read it!) Read more here.
5.) That Facebook continues to make branding B2B pages even more challenging. Read more here.

I’ve decided to make “Top 5 Things I Learned This Week …” a regular SwellCrowd Friday feature. If you’re interested in learning what I’m learning, please drop by next Friday to read and learn more. Also, I’d love to learn from you as well, so please leave your comments with things you learned about social media, online marketing, content, B2B marketing, etc. I look forward to reading your comments!

Recap: Online Marketing Summit – NYC

I had the opportunity to attend the Online Marketing Summit in New York last Friday. If you’re not familiar with OMS, it’s an online marketing tour that ” …offers its attendees the opportunity to learn actionable best practices, strategies and tactics from leading authors, academics, brand marketers and online pioneers.” The sessions were led by some very influential speakers including Maria Pergolino, Director of Marketing at MarketoJeanne Hopkins, Director of Marketing at HubSpot, and Dylan Boyd, VP of Sales & Strategy at  eROI. The sessions covered a wide range of online marketing topics like social media, search, email, demand generation, analytics, usability, and integrated marketing.

Although the sessions were very valuable and encompassed all of the online marketing topics that are important to me, I was even more impressed with the Social Media & Content Marketing Workshop and Breakfast that took place before the main event. The Workshop and Breakfast was hosted by the Online Marketing Institute in association with Wharton Interactive Media Initiative and the workshop was led by Brad Kleinman, founder of eMarketing Techniques. Here are some key topics discussed at the breakfast:

• Purpose: Why Content Marketing?
• 9 Steps to Content Marketing Strategy
• Social Media Tips and Tricks
• Content Strategy Goals
Although optional and at an additional cost, the OMS Breakfast is definitely something to consider if you plan on attending the Online Marketing Summit. For more information, click HERE.

3 Steps to High Quality Blog Content

When it comes to producing a quality blog post, less is more, relevance is critical, and credibility is king. With all of the information that’s readily available to us, we must ensure that our blog post will stand out above the rest. Below are 3 characteristics that high-quality blog posts possess:

1.) Relevance: is the blog post content relevant to your reader’s needs? Does it provide the reader with actionable substance? Does it compel the reader to dig deeper within your blog to find relative information?
2.) Authenticity: Is you blog post credible? Does it provide topic-related facts that support your argument? Can the reader count on your blog post to support their cause or project?
3.) Clarity: Is your blog post succinct and clear? Is it written in a simple style and language? Is the information laid out directly with the main conclusion easy to decipher?

Content & Marketing: An Analogy

Content is to marketing as air is to tires … you can try to drive without it, but you sure wont get far.

Social Media Needs a Plan

New Jersey based Digital Brand Expressions released a new research report that discusses how
companies are embracing social media throughout their organizations. According to DBE, the study …

“looked at if companies are using social media, how they are approaching its incorporation into business communications, if they have a strategic social media plan in place, and which business units are involved in the planning, measurement, and use of social media.”

Some interesting highlights from the report include:

  • While 78% of respondents indicated that their business is actively using social media, only 41% reported that these activities are covered under a company plan.
  • Of companies with a social media plan in place, 94% include marketing activities within the plan, but only 16% include Human Resources or recruiting activities
  • Of those companies that don’t have a strategic plan but think it is important to create one, the number one activity rated as important to include in a social media plan is allocating resources for ongoing activities

Click to download DBE’s Corporate Social Media Study

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: