10-second breakdown:
Salesfusion provides marketing automation software for B2B marketing teams striving to align their marketing and sales. Recommended for companies looking for an “under-one-roof” approach to customer acquisition (generating and qualifying leads).
Salesfusion is used in small (0-50 employees), medium (51-1,000 employees) and enterprise companies (1,000+ employees).
The good:
The seamless integration of marketing and sales actions is a no-brainer for the long haul. You can literally track a prospect’s every action, from the moment they’ve visited your website for the first time, until they become a customer.
Salesfusion’s event manager is a key feature that I haven’t come across on other marketing automation platforms. It provides a great way to design and deliver lead generation webinars.
Excellent customer support.
The bad:
The platform requires some time to learn and to get used to. I’ve also had some difficulties with the creation of emails and landing pages, in terms of design and customization, but nothing major.
How it works:
Salesfusion follows the inbound marketing methodology, mapping their marketing solutions on attracting, converting and engaging prospects and customers.
For top of the funnel marketing objectives, the platform offers website tracking, social media management, SEO audits and paid traffic data.
The website performance feature enables you to see where your traffic is coming from, how visitors navigate on pages and what actions they take, and also what type of content drives longer visits or converts them into leads. Once strangers become leads, you can track their digital footprint inside your CRM; you’ll be able to see pages they visited, forms they’ve submitted, articles they’ve read and emails they’ve opened.
Salesfusion can also alert your sales team whenever a high value prospect visits your website, by tracking its IP.
Salesfusion’s app for social media management is called Oktopost. The tool enables you to schedule and publish updates across multiple social profiles, monitor keywords and mentions, shorten URLs, discover trending content that you can curate, and respond directly to people who are interested in your products and services:
Most importantly, you can use it to track conversations and interactions with any prospect, measuring social reach and social conversion rates. Social behavior can be used as a scoring and segmentation filter. With Oktopost, you can tracks every lead you generate and understand which networks, profiles and posts are performing best.
With Salesfusion’s SEO audit tool, you can identify critical errors, key optimizations and ranking opportunities.
As with any similar tool, all you have to do is give it an URL and it will crawl the contents of that website, identifying loading speed, URL performance, meta data, keywords, links images, text density and mobile optimization.
The tool will return an SEO score, along with a series of optimizations recommended. You can also use it to crawl competitors’ websites or to analyze a specific keyword.
Salesfusion integrates with Google AdWords to give you a complete overview of your traffic sources and ROI.
You can view your PPC campaigns within the platform and track ROI on individual keyword groups and ad groups. This will enable you to score your pay-per-click leads and match them to sales opportunities in your CRM. The integration also makes it possible for you to have integrated reports that reveal both paid traffic and organic traffic, so that you have a complete overview of your lead acquisition performance.
With Salesfusion you can also create custom landing pages to host content assets or product offers, gated by a smart form.
Its intuitive editing tool for landing pages and microsites supports both HTML and CSS. Page visits and form submissions will be synced with your CRM, to help you track prospects’ actions.
Use the platform’s A/B testing capabilities to measure the efficiency of your copy and of the overall design of your landing pages. Salesfusion supports automated lead routing, social publishing, integration with google analytics and AdWords, as well as and multi-branching pages. You can even choose to have a personalized sub-domain for your company.
An interesting feature that can prove most useful in lead generation and management is the survey creation tool.
Salesfusion provides a wizard in which you can create different types of questions, mapping responses to your CRM automatically. Respondents to your survey can be enrolled into specific trigger campaigns. You can analyze response data and even set alerts based on responses.
Email marketing is made easy with Salesfusion’s drag-and-drop builder, which you can use to create and analyze drip, trigger, and transactional campaigns:
The platform provides advanced design and deliverability testing tools, ensuring that your emails are responsive. You can also perform A/B testing. The email automation feature integrates with your CRM and with leading webinar platforms as well such as Cisco WebEx and Citrix GoToWebinar.
Salesfusion also has an event management feature that you can use to create an entire webinar from start to finish inside the platform.
You can use it to coordinate the confirmation, reminder and follow-up emails post event, and host the actual online event. The event manager enables you to create parent events with child sessions, for more complex events such as conferences and conventions. Attendees can register for both the parent event and then choose a single or multiple child sessions under that event. All this information will be integrated with your CRM, enabling you to track event lead conversion.
Integrated campaigns can be monitored from your dashboard, which offers key performance data such as lead metrics, revenue and ROI.
Connecting marketing actions with sales actions, Salesfusion enables you to create advanced nurture campaigns that you can use to deliver the right content at the right time, depending on a lead’s sales-readiness.
Salesfusion’s nurture campaign builder is a visual designer that allows you to create automated campaigns to nurture prospect relationships into customers, used triggered communications. You can include here sales outreach and opportunity creation, or update lead and contact records in your CRM.
Every lead can be segmented based on interests, buyer personas and behaviors. As soon as a new prospect enters a list, your sales team can be alerted and instructed to follow-up.
You can also build multiple lead scoring models to adjust for differences in market segments, focusing on web activity, emails, campaigns, forms, social or demographics.
Lead scores are integrated with your CRM, making it possible for sales people to be alerted whenever a lead reaches a certain score or when they’ve been downgraded after having been inactive for a certain period of time.
In terms of reporting capabilities, Salesfusion offers a customizable dashboards and a custom report builder which you can use to create specific reports based on different data sets such as contact data, activity data, campaign data and CRM data. Pre-built reports are also available.
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