Marketing automation is a tool that can assist modern marketers in their collaboration with sales organizations and a resource that can improve productivity and operational efficiency. With the right platform that can effectively generate, nurture and score leads, marketing departments can maintain a quality lead database, and better align with sales to improve the lead management process.
We recently had the chance to connect with Phil Sidoti, Campaign Execution and Optimization Manager at Pitney Bowes Software. In the interview below, Phil shares details on his role within the company, the marketing automation platform and features his company utilizes to drive marketing and sales success, and the impact that the technology has on operational efficiencies.
Can you tell us a little bit about your role at Pitney Bowes Software?
For the past two years, I have been the Marketing Manager for Campaign Strategy, Lead Generation and Sales Enablement for the telecommunications vertical side at Pitney Bowes Software. Now, I lead a team that is responsible for the overall marketing campaign execution efforts for our division.
In my current role it’s critical that I work with our other marketing managers to make sure that we optimize and follow a set of best practices that generate leads from our marketing campaigns. Areas that we address include strategies and tactics that drive success with our email, blog and social media initiatives. This also includes detailed reporting of campaigns and lead management.
Which marketing automation platform do you use? What are some of the platform features that enhance your marketing and sales efforts?
We’re actually very proud to say that we are using our own platform that we actually sell to other companies called Portrait Dialogue. With this platform, we’re able to create and customize our communications that we send to our customers. The platform enables us to optimize our messages so that our customers will receive the right communication at the right time through the right channel.
Also, Portrait Dialogue enables us to set up effective one-to-one communications that sparks an engaging conversation with our customers. We’re able to do this by releasing relevant content to prospects through a three stage journey:
- The awareness stage – where prospects understand what we sell.
- The consideration stage – where we focus on making sure a prospect considers and wants to do business with us.
- The Purchase stage – where we align and customize our individual communications to prepare prospects to buy.
We also use Portrait Dialogue to determine how frequently we need to be communicating with our customers, based on their preferences. Ultimately, this ensures that our communication opt-out rates are reduced and our customers and prospects are receiving valuable insights.
In your opinion, what’s the biggest advantage of using Portrait Dialogue Software?
The biggest advantage is that we’re able to align our customers and prospects communications based on their individual preferences, which allows us to be truly customer centric. We’re also able to manage our communications using sophisticated analytics, to send the right communication via the right channel based on specific behaviors exhibited by our clients. Having this level of control allows us to communicate more effectively, while simultaneously driving better qualified opportunities for our sales team.