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 >>

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”    🙂

Three Benefits of Twitter for Sales

I’ve been an avid Twitter user/fan almost since the beginning. I maintain a handful of Twitter accounts that I use for various purposes including personal, professional, hobby, etc. I could go on-and-on regarding its usefulness to me personally and professionally, but in order to keep it at a high level, here are what I see as the top 3 benefits of having a Twitter account for personal and/or business use:

1.) As a business development professional, my Twitter presence enables potential clients to connect with me as a trusted adviser and a valuable resource. It’s important to remember that Twitter is not a sales tool, rather it’s a resource tool that potential clients engage in to find relevant sources of information in order to make decisions. The key is for me to become a “go to” resource, gain visibility and credibility, and stay as visible and engaged as possible.

2.) Twitter allows me to be a “fly on the wall” and discover opportunities (via keyword or hashtag searches) that I would not be privy to otherwise. For example, if my business is real estate, I may do daily or even hourly Twitter searches (or set up Google Alerts or a TweetBeep account) to see whose talking about buying a new home in my particular area. I may chose to listen to them for a while, then follow them and the people they follow, and then gradually begin to offer advice, guidance, and become a trusted adviser and valuable resource.

3.) Whether you’re trying to build awareness for your personal brand or your business brand, Twitter is an invaluable resource to help you monitor who is saying what, when they’re saying it, why they’re saying it, who they’re saying it to, and so on. It’s a great tool for customer service, resolution, product development, business development, establishing brand credibility, learning, marketing, and creating overall awareness.

The bottom line is this …Twitter is a resource used to create awareness. Depending on how visible and credible your personal and/or professional brand is prior to participating in Twitter, it may take time to establish yourself as a key and credible resource, but once you do, the benefits (aka: sales) will be plentiful.