Ecommerce Solution Provider Selects Lead Liaison to Align Their Sales and Marketing Team
Broadleaf Commerce provides robust commerce solutions to support enterprise retail brands. They’ve recently been named in Inc. 5000’s List of Fastest-Growing Companies in America for the second year in a row. Their brand is rising to the top, and that’s no accident. The company practices effective and efficient strategies, both internally and externally, in order to compete.
Broadleaf has experience with marketing automation solutions outside of Lead Liaison. Prior to using Lead Liaison’s solutions, they used a competitor for email campaigns, website tracking, and social media. They started looking for an alternative solution that would enable them to do their wholistic prospecting and marketing automation within a single platform. They needed a solution that better aligned their sales and marketing team, with automation tools and the ability to personalize content.
After much research and consideration, Broadleaf Commerce chose Lead Liaison to replace their current marketing automation solution. In the video testimonial released this week, Broadleaf Commerce’s Chief Operating Officer, Brad Buhl, and his team speak to the reasoning behind that decision.
“Lead Liaison helps us have a single platform to look at visitor views into the website and their interaction with us, on a more passive basis,” says Buhl. “We’ve also gone through Sales Enablement with them, so now all of our emails are synced up with Lead Liaison from our sales team. We are able to get a full picture of when a customer comes in the door, what they click on, what they are interested in, and how we personally communicate with them.”
Lead Liaison’s Sales Enablement is one of two cutting-edge solutions the software provider brought to the table over the last year – the other being their innovative event lead management solution. Sales Enablement provides a suite of sales solutions designed to make salespeople’s lives easier. It provides two-way email sync so reps never have to use Bcc addresses to get content into their CRM, a sales automation functionality called Rhythms to help reps book more meetings, and even more customization options.
From a sales velocity perspective, Lead Liaison’s solutions allow Broadleaf to see when their team starts working with a customer, how long it takes to close and what the steps are to get them closer to close. What’s more, they can zoom out even further and look at the leading indicators for how a lead originated, to getting to the point where the customer reaches out.
“When it comes to content creation and building emails,” says Cassandra Gaston, Marketing Specialist at Broadleaf Commerce, “I’m able to both use the editorial mode but also edit in HTML, which means that I can get as granular as I want to. When it comes to picking the right messaging for a campaign, you need to be able to get that granular.”
Broadleaf Commerce’s account executives also use Lead Liaison’s CRM and Sales Enablement functionality for organization and outreach purposes. Their marketing team uses Lead Liaison’s marketing automation and website visitor tracking solutions to create and distribute relevant and educational content, thus creating meaningful exchanges that build brand awareness. Their leadership team utilizes the reporting and analytics that come standard in Lead Liaison’s software.
“We have five people on our business development team,” say Nick Staargaard, Account Executive at Broadleaf Commerce. “We are competing against organizations that have thousands. By being able to use Lead Liaison in an effective manner, it allows us to compete with those bigger companies and really brings us to the forefront of that competition where we are being recognized by bigger companies now.”
The collaboration between departments gives Broadleaf a lot of insight into their prospects and the kind of information they should be leading with when they make contact.
“In order to do a lot, you have to spend a lot,” says Buhl. “But with Lead Liaison, you can do a lot without having to spend a lot. That’s not only in the price of the software, but it’s in the time that you have to consume in order to get there.”