Success Stories Track - ICON14

1. Nadine J Larder
Founder/Owner
PrinterBees.com
Author of:

2. • Don’t be the person whose cell phone rings
• Downloads available
• Questions - Love them!
Housekeeping Items

3. About Nadine
• Corporate technology sales, Silicon Valley
• Always an entrepreneur
• Corporate America was my business school
• Self sworn to never have a JOB
• “Mompreneur” to 5 children

4. Small Business Owner
• Founded IntelliSell - Sales Training Consulting/Recruiting
• Clientele: Creative Labs, Lucent, Netcom, Nortel, etc.
• 9/11 last day in business
• Career change to real estate through 2007
• Expertise in small business/real estate marketing

5. PrinterBees Est. 2008
• One Stop Marketing Shop For Small Business
• Serve Realtors® & small business owners
• Businesses need marketing to survive
• PrinterBees IS a marketing department
• Marketing in a recession
• Design, Print and Promotional Marketing

6. Why We Do It
PrinterBees special ingredient!

7. Before and After

8. Before Infusionsoft
• 3 Years in Business | 1166 Contacts
• Using iContact to manage email list
Open rates under 5%
• Prospects and clients going in to a black hole
• Repeat business dismal based on lack of follow-up

9. 3 Years Later
• 6 years in business | 13,000 qualified leads
• Repeat business makes up 50% of current business
• List quality is outstanding | Higher open rates (25-40%)
• No need for additional headcount to manage leads

10. What We’ll Cover
• How Infusionsoft can change your life/business
• Creating opportunities to follow up
• Putting Infusionsoft working for you
• Building your list: quality vs quantity
• How to get more repeat business

11. The Secrets Of
How We Added
11,834
qualified quality
leads to our
database in
3 years

12. We Manufacture
Follow Up Opportunities
• Print Samples
• New Customer Coupon Campaign

13. More Opportunity
• Real Estate Marketing
Magazine
• Provides valuable
information and downloads
• A reason to come back
• The cost for subscription:
An email address

15. Creating Opportunity
• SMBSmarts.net - The Secrets I Share With My Friends
• Provide Value
• Social Media

16. Increase Your Business
Instantly With Targeted Follow Up
• People ordering print samples = In the market for printing
• Subscribers to REMM = Realtors® who want to market
• Subscribers to SMBSmarts = SMB owners looking for help
• Printing coupon download = About to purchase printing
• Expired listing download = Agents marketing expired listings

17. Switching On
The Lead Machine…

18. More Leads
More Opportunity to Follow Up
• Warm leads vs. cold calling
• Following up vs. invading the inbox
• Highlights brilliant customer service
• Repetition, recognition, familiarity and branding
• Relationship building

19. Possible Lead Sources
• Downloads
• Coupons and offers
• Changes in laws or guidelines - spoon-feed it!
• Something of value to a specific type of lead
• Anything the perfect customer will pay for with an email address
• Networking events
• Anything that provides the opportunity to follow up!

20. More Hooks = More Leads
• Start with one hook and add more hooks over time
• Rome wasn’t built in one day
• Started with one and just kept adding to create more
opportunity

21. You have leads...
Now what?

22. Who Follows Up?
• The percentage of people who follow up is dismal
• Your competition isn’t likely following up
• 7 Realtors® to find one who would follow up
• Automating your follow up will make follow-up happen
• PrinterBees had no follow up before Infusionsoft

23. Put Infusionsoft In Charge
• Put it to work like you would an employee
• Make Infusionsoft responsible for follow-up
• Do it one step at a time (set it and forget it)
• As you follow-up on leads, create templates in Infusionsoft
• Dedicate one afternoon a week to work on your business
instead of in it.
• Start with something simple - New Customer Coupon

24. Training Infusionsoft
• Identify the opportunities in your business that would benefit from follow
up
• Where are you not following up currently?
• Make a list of everything that doesn’t require human intervention
• Which tasks within your business are repetitious?
• What is the same about every transaction?
• What can be delegated?
• Where are the black holes in your business?

25. Post Sale Follow Up
• Every client receives a “welcome” email from an account
manager at PrinterBees
• Post sale email answers all FAQ’s
• Anything we can do to avoid phone calls
• Customer always updated on the status of the order
• Invitation to buy again with a repeat customer coupon
• Reminder before coupon expires results in many repeat orders

26. The Steps…
• Thank you for your order
• You should have your proof by now..did you receive it?
• Going in to production
• Shipped, it should arrive by:
• Did you get your shipment?
• How’s the product?
• Here’s a coupon, please come back
• Your coupon is about to expire

27. Making The Magic
Happen

28. My Top Infusionsoft Tools
• Templates
• Campaign Builder/web forms
• Follow-up sequences
• Note sequences and tasks
• Tags

29. Templates
• Templates is where you should always hang out
• Anything that is repetitive should be in templates
• All marketing messages belong in templates
• Name templates so they are easy to find

30. Campaign Builder
• Provides structure and direction
• Use web forms to collect your leads
• Embed forms on to your website and blogs
• “Self-serve” lead generation

31. Campaign Builder

32. Follow-up Sequences
• Use follow up sequences to follow up on every lead that
enters your database
• Model your sequences after what you perceive is the
“perfect” follow up
• Turn them off, once the prospect has converted to
customer

33. Print Sample Campaign
2,473% ROI

35. Note Templates/Tasks
• Note templates can kick off a series of events revolving
around the perfect follow up scenario
• Provide call scripts in note templates so team knows
exactly how to execute the perfect follow-up
• Note templates to remind and alert the team
• Scheduling tasks as part of the follow up reminds the
team, “it’s time to pick up the phone”
• Integrate print media

37. Tagging
• Tags segment your list
• Realtors®, small business owners, consumers, affiliates
• Tag according to how you want to market

39. We Keep It Personal
• People do business with people they know and like
• Corporate communication is “corporate”
• People connect with other people
• Customers feel like they matter when they have a
direct contact at your company

40. How To Approach Your List
• Court your prospects, it takes time
• Dating before marriage
• Warming the list
• Familiarity
• Relationship building gains trust:
Shows respect the boundaries of the inbox

41. It’s Not About You…
• Email marketing should be about what’s in it for the
customer
• Needs to solve the customer’s problem
• Customer doesn’t care about you or what you’re selling
• Customer’s only care:
Does your product solve their problem?
• Your job: Solve the customer’s problems

42. Building A Quality List
• The quality of your list determines the quality of your
leads and your ability to convert
• List quality determines customer quality
• Quality comes from an organically grown list
• Improve list quality with tags
• Email blast based on tags, customer type, etc.

43. Quality Over Quantity
• The value in your list is in the quality, not the quantity
• The marketing message needs to match the audience
• List segmentation is key to email marketing success
• Different customer types

44. Integrate Print Media
• Have a mailing address? Use it!
• You have their attention, keep it while you can
• Many people have junk email accounts
• Meet prospects where they are based on what they share

45. Infusionsoft Integration
Ideas• Mechanic
• Hair Stylist
• Real Estate
• Retail Store
• Direct Marketing
• Job Hunting

46. Experience PrinterBees
• Experience our marketing by becoming part of it
• No spam! Unsubscribe anytime
• Register for a coupon code - duplicate our system
• Request print samples:
Experience print marketing automation
• Use it as a roadmap for your own business

47. What I Know For
Sure About Small Business
• No List = No Business
• No Marketing = No Business
• Building a list should be a #1 priority
• Small Business Owners must learn to delegate
• Too much to do, not enough time to do it
• Marketing gets put on back burner
• Consistency is a struggle

48. The Secrets Are All In The Book
Including Infusionsoft
• www.SmbSmarts.net
• Step by step guide
• Everything you need to be thinking about as an SMB
• How to market
• How to build your list
• Hiring that leads retiring

49. Questions

50. Nadine J Larder
www.SmbSmarts.net
Available On Amazon
Includes a FREE
Wine Glass or
Coffee Mug!