Binary Tree uses Tango Card and to Drive Real Results

I recently had the opportunity to engage with 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.


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, 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 and (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 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 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 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

>” href=”” target=”_blank”>Originally Posted on the Tango Card Blog >>

Emotional Marketing for Successful Sales

I came across this website today: 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. 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.

Top 3 Reasons I Like Kentico CMS

I had the opportunity this week to travel to Boston (Westborough actually) to meet with the folks at Wakefly for a day of CMS training. As I mentioned in my previous posts, I’m working on a project to redesign my company’s website and purchasing and implementing a new CMS is at the very heart of the project.

For those of you unfamiliar with Wakefly, they ” …deliver positive ROI driven results through the use of online marketing, including search engine marketing and web design and development.” A key element in making all of this happen is a CMS called Kentico.

I really, really like Kentico and I’m thrilled that Wakefly is one of their premier partners. I’d like to blog in detail about why I think Kentico is such a superior CMS but for now, I’ll leave you with my Top 3 favorites features:

  1. The administrator has the ability to manage multiple sites from a single UI. Those site can share content and settings
  2. It provides you with the ability to schedule content publication
  3. It has a built-in and customizable workflow as well as versioning and unlimited rollback

I’m assuming that these features are not entirely unique to Kentico. In fact, I know they’re not as I’ve worked with other CMS solutions. But what makes Kentico stand out is its ease-of-use and almost “dummy-proof” navigation. Two features (or shall I say, “benefits”) that I find are hard to come by in other CMS solutions.

Like I said, I will post in more detail regarding my experiences with its implementation and how it works once our new Binary Tree website goes live. Stay tuned!