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Send on Behalf the Right Way - Reducing Friction between Marketing and Sales

Jon Heintschel
,
March 30, 2018

Ask any salesperson what they think about marketing sending emails on their behalf and you are likely to get a lot of less than positive replies. Bottom line, they’re not fans. So, why would something meant to do the heavy lifting for them be so frustrating?  Well, ask any marketer that has sent on behalf of a salesperson, and the answers start to surface. Emails can interrupt conversations in progress and appear as if they are deaf to the last interaction.Opportunities in progress are delayed with a new product announcement or confusing the sales cycle, or just plain old, “I don’t like people putting words in my mouth.”  Marketers know why their sellers react strongly to emails sent to their contacts and accounts on their behalf, but feel the benefits outweigh the risks.  

Send-On-Behalf Campaign OverviewFolloze

Eliminate the friction caused by Send-on-Behalf:

  • Alignment – Not just a tired buzzword, it is an absolute necessity for a modern Marketer.  Account Based Marketing (ABM) efforts are wasted without proper alignment with your sales team and sales leadership.  It only takes one tone-deaf email sent on behalf of a seller to disrupt  the relationship with an account and cause contacts to tune out the person with the most credibility.  Marketers can solve this alignment issue by reviewing the contacts and the messaging with sales, but with large enterprise accounts, with hundreds of contacts it becomes an impossible task. So, how do you get alignment without a time drain?  

  • Automation – Folloze enables marketing to send a campaign that is reviewed by Sales to their contacts in their Marketing Automation or CRM system. The Account Manager can review the contact list quickly to remove any contact not appropriate for the campaign, add contacts that may be missing, and send the campaign themselves from their own email, and not from some proxy which may trigger spam filters. 

Campaign Review Message

  • Messaging – A marketer can reduce the targeted language of the email messaging to ensure relevancy to any ongoing conversations, however, this may reduce the effectiveness and engagement of the campaign. It also reveals to the contact that this was a Send-on-Behalf and not from their trusted Account Manager.  The solution, allowing each seller to review the messaging of the campaign in advance, but again, the time and complexity across a large sales team can be prohibitive to productivity.  Folloze solves this by not only automating the contact review process, but allowing the Account Manager to edit or add their own messaging before the email is sent. One campaign from Marketing, many personalized messages from Sales. 

Email Message Review

  • Content – A big challenge to any good Send-on-Behalf is relevant content. Content is not “one-size fits-all”.  Any marketer knows that sending targeted content to accounts can be a challenge. Some contacts may already own the solution, and therefore should be eliminated from the campaign, or presented with content for a more appropriate solution. This is also a big issue for Sales. Imagine working with an Account Manager to evaluate a product or solution, and receiving an email from them with content for a different solution. It gets hairy fast and appears tone-deaf for sure.  You can solve this “the old-fashioned way” with segmentation and multiple campaigns for each audience, carefully removing any account with an open opportunity, and then double checking with Sales on the contacts and messaging (which is exhausting to even consider), or use Folloze’s dynamic content feature to present the right content for each account automatically. Imagine being able to show the appropriate content just by using the opportunity fields in your CRM for the solution being sold. Marketers are now able to support and advance the sales cycle, instead of risking it. 

Dynamic Content

  • Awareness and Value – Often Sales is kept in the dark regarding the effectiveness of the campaigns sent in their name.  This is a big problem not only because it limits their ability to take action in real time, they are also less likely to want to participate in future Send-on-Behalf campaigns if they are not given visibility on the effectiveness of the campaign.  Currently, Marketers try to provide this visibly by sending reports via email and push activities to the CRM through their Marketing Automation System. But not all Account Managers are going to take the time to engage with this type of reporting. Folloze provides Sales with awareness on all of the engagement of any campaign sent by them within  tools they use every day. With a native Outlook add-in, Folloze provides sellers with the analytics for each time their contacts engages and surfaces the appropriate content for the next step in the digital conversation.  

Folloze is the solution for eliminating the friction between sales and marketing when a Send-on-behalf campaigns. In addition to automation, the most important and time-consuming tasks of any Send-on-Behalf campaign, it helps to demonstrate the value of these campaigns to Sales in real-time.  Companies like Microsoft, Cisco, Adobe, and Dell are using Folloze to automate their Send-on-Behalf campaigns in order to enable ABM alignment without the traditional resource drain, time constraints, and risk associated with traditional Send-on-Behalf.  Get to know Folloze and Send-on-Behalf with confident ease.