About kpapajanis

-Better known as Kirko Papajanis, President of Boxpilot. Kirko's specialities include operations management, marketing & sales strategy, IT deployment & management, kaizen, human resources, production systems, workforce and project management.
Kirko was originally in charge of all call center operations, overseeing all technology projects and in 2004 became involved in Sales & Marketing. He was instrumental in shaping the company's current production, sales and marketing systems.

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About kpapajanis

-Better known as Kirko Papajanis, President of Boxpilot. Kirko's specialities include operations management, marketing & sales strategy, IT deployment & management, kaizen, human resources, production systems, workforce and project management. Kirko was originally in charge of all call center operations, overseeing all technology projects and in 2004 became involved in Sales & Marketing. He was instrumental in shaping the company's current production, sales and marketing systems.

Use a Voice to get Your Emails Read

The emails that come out from Marketing Sherpa are always welcome at my desk and a report I’ve read in the past titled New Research: What Motivated Buyers to Receive and Engage with Vendor Email was another example of time well spent.

This report cites that prospects and buyers say the most important factor in determining whether or not a buyer/prospect will open an email is that it’s from a “known sender” – set at 45% importance. It’s something that Boxpilot has pushed for years in our efforts to encourage clients to use a voicemail before the email so that when a message arrives they already know:

  1. Who are you?
  2. What do you have?
  3. What’s in it for me?

I’m hoping to see campaigns segment their audiences a little more finely than we usually see and send messages that are more tailored to their targets. A great starting point would be to at least not send the VP HR and the VP Finance identical messages, particularly those that originate from a vanilla corporate email address. They don’t even hint that there might be a real person behind the message.

With even half as much attention paid to the source as is already paid to the subject line – (which according to this article is only set at a 25% level of importance) responses and relationships will only get better.

Get Your Sales Reps in Touch With Your Prospects Sooner, Not Later

Much has been written lately about lengthening sales cycles and the preference of prospects not to engage with sales reps until much later in the buying cycle. It is accepted as an idea whose time has come and heavily supported with a wealth of statistics.

Some of the highest profile minds in marketing are responding to this trend with a renewed call to improve the development of online content, lead scoring and analytics all to better understand the buyer persona. This will provide enhanced automated marketing programs to provide more product/price/comparative/competitive and benefit/ROI information, for prospects to peruse at their leisure. There is a stampede onto the bandwagon to keep your sales reps away from prospects until they have basically made up their mind about what they want.

There is a misguided perception that the way to win the hearts and minds of your prospects is to leave them in peace to develop their own conclusions based on what they think they know about you.

Years from now, management will look back at this “Slap Yourself On the Top of Your Head”, moment in time and ask, “What were we thinking?”

So, What Are You Thinking?

  • A prospect who would rather not engage with sales teams is nothing new, just a current example of why response rates for hard and soft offers have always been different.
  • There is no difference between a preference for online content and the historical sales brush off, “Send me something in writing”. Sales people used to get fired for doing what companies can’t seem to do enough of now, which is to give value and get nothing in return. This isn’t to say content should be withheld, we are indeed past the point where that tactic is in any ones best interest, but self- service content is NOT king and can work against you. When every selling opportunity is a little bit different, involvement, interest and trust are equally important.
  • While companies are rushing ahead to provide the selective answers to prospects’ most frequently asked questions, they are doing nothing to ensure that those prospects ask the right questions. Those are the questions that will lead them to buy from you.
  • Finally, there’s an assumption that prospects are truly reading and accurately absorbing all the information they’re collecting on their own. This defies human nature.

Keeping Your Sales People Away From Your Prospects is a TERRIBLE Idea.

  1. Many decision makers are highly intelligent quick thinkers, capable of summing up the gist of an argument swiftly. But they have an unfortunate (for you) tendency to ignore the detail once they believe they have grasped the content. A well documented flaw of many quick thinkers is a failure to review ALL the information available to them. So, you can’t be sure what content they have pulled from your materials or the materials of your competitors and you can’t predict what conclusions they have come to.
  1. Your prospects will gravitate to the information that answers questions they already have an interest in and will respond best to information that fits their preconceived notions and preferences. If you need to challenge a status quo or base any of your sales case on something they don’t already agree with or don’t already know, your words will go unread.
  1. In spite of what many prospects think, engaging with a well trained, professional sales rep will save them time and help them reach better decisions.
  1. You don’t really want a level playing field and neither do your competitors. When one of them successfully inserts a sales contact into a one-on-one relationship with a prospect, while your company is content to be held at an arms-length, you have sacrificed an irrevocable piece of the high ground and probably the sale.
  1. Statistics, trends, campaigns and group behaviors do not buy. Purchase decisions are made by people who will not always behave in a predictable or even logical way. Their decisions will be influenced by factors that your company will never understand unless you can establish the dialogue that ONLY comes with personal contact and that point of contact is your sales rep.

Why Are Sales Teams Not Screaming “Bloody Murder”

While They’re Pushed Off to the Side?

Ironically, along with all the leading edge marketing thinking, the role of the sales rep has been pigeon-holed into an outdated and inconsistent cliché: “The Closer”. In a world where the buying cycle is stretching out past the foreseeable horizon, sales reps still live and die by the quarterly revenue goal, which doesn’t make a whole lot of sense. To meet these goals – the story goes – they can’t afford the time to engage anyone who isn’t ready to buy. That’s half the reason that sales reps are happy to wait to engage.

The other half of the reason is that sales people put themselves on the line. It’s not a pleasant thing to expose yourself over and over to the responses of people who don’t want to talk to you. So, while it’s not to the credit of sales people to be willing to sit back and wait for people who WANT to talk to them, it’s understandable. It’s not acceptable though and unless your sales people are willing to put themselves on the line to make a personal contact with your prospects, your revenue will suffer.

Current stats all point to a failure of many nurturing programs to translate raw leads into sales and the timing and distribution of new content seems to be the leading solution, but the removal of personal sales contact is probably at least partly to blame.

The role of a sales rep shouldn’t be diminished, but it needs to evolve. The challenge facing sales teams is to approach your prospects with enough knowledge and skill to serve the needs of both the buyer and seller. The new sales rep is the voice of your marketing program and will subtly take ownership of the sales process by ensuring that your prospects are not cherry picking information, but actually absorbing the right information that will lead them to make the choice to buy from you.

The Only Proven Way to Increase Sales

Personal Contact Increases Sales Revenue and Customer Relations

In B2B marketing, it seems that everyone is excited about social marketing and using marketing automation to deliver event triggered emails .

No one is convinced of exactly what benefits social marketing is bringing to the table and we need to find good ways to measure it. But we do know that not even its most ardent champions claim that social marketing can either increase sales revenue or improve customer retention/ relations.

Speaking as a rather jaded sales champion, I’m hard pressed to think of any objectives more important than increasing sales revenue or improving customer relations/retention and now I see from Marketing Sherpa’s Chart of the Week that email doesn’t do that very effectively either.

No Surprise. They’re two of the most difficult marketing/sales objectives. Long term, the only tactic that has ever really driven revenue is direct one-to-one personal contact. This is better known as a sales contact.

But there’s a huge problem. Direct personal contact is getting harder to make. People don’t answer the phone and rarely return calls. A face-to-face connection is even more challenging, as well as slow and very expensive. In this economy, the people that sales needs to talk to are so totally swamped, they can only respond to a call that will help them deal with the problem sitting at the top of today’s pile.

The problem is being exacerbated by the community of marketing gurus. They are actively promoting the passive distribution of information online and just as actively discouraging personal sales contact with prospects and customers. You see, with all the information available online, buyers want to take control and don’t want to engage with sales people. (At least, not until they have made up their minds and they’re looking for an order taker.)

Here’s a secret that I’ve learned from 30 years of selling – Prospects have NEVER wanted to engage with sales people! Why do you think that sales calling is so hard? because there’s a legion of people out there hoping their phone will ring and a helpful sales rep will want to talk with them?

Buyers wanting control is something that salespeople have known about for a long time, and now it feels like Marketing is out to help them have it,by keeping sales out of the picture for as long as possible.

I’ll bet that sounds unfair.

After all, didn’t the quest for high quality leads start this cycle off? Was it not the Sales Team’s complaints about poor quality leads that set this whole mess off in the first place? Personally, I believe that the biggest part of the problem is that the process of qualifying and nurturing leads has traditionally been the responsibility of the sales team and too much of that responsibility has been dumped onto marketing.

We are looking for an easy way out in a market that is only getting more difficult. But the simple truth is that no one has found a tactic as effective at driving revenue and retention as a phone conversation with the sales rep. Rather than replacing sales – how about help with the calls?

Out of the at least 50 calls to make and 50 voicemails to leave on a daily basis, if one of them gets returned I’ll count it a great day. Yes, those numbers hurt! But they are nothing more than a reflection of our reality and still those calls are the only proven tactic to increase sales revenue or customer retention.

When you can find a way to help me make those calls, and make more of those calls and leave more of those messages – I’m all ears.

Make your Voicemail Campaigns More Efficient

So I just noticed a post at selling2business.com about leaving good voicemails and its not the sort of thing that can pass me without a comment. Overall, good points of what to say in the message but I’d like to add two things:

1- Track your voicemails to see what’s working the best. To do that you need to be able to tell what message you left and who you left it to. This can be a real challenge when you’re leaving one-off messages all day long and it will be further complicated by the simple fact that consistent delivery of both the content and the tone is unlikely.

Voicemail campaigns are about the only way I can think of to be able to track and measure the effectiveness of different message/target combinations. Given the almost obsessive need in marketing and sales to measure just about anything else, I’m wondering how long it will be before the truly leading edge sales and marketing organizations get a handle on measuring the comparative impact of different messages.

2- Somewhere between the pure vanilla one-size-fits-all voicemail that sales reps used to be able to get away with and the Give-me-two-hours-between-calls-so-I-can-leave-the-perfect-message variation is the ideal message that will deliver the maximum value for the time spent. Once you figure it out and match it up to the right contact lists, you can ramp up your outbound volume to guarantee predictable metrics by using a service like Boxpilot to deliver more messages better, faster and cheaper than one-off calls.

By applying a balance of common sense and automation to calling, it too will become something you can accurately measure and manage.

Does Cold Calling Still Work?

The debate rages endlessly. Does cold calling work?

If you read the articles and posts coming from the leading edge marketing writers and Sales 2.0 experts, it seems that the consensus is that cold calling is dead. Their reasoning for cold calling being a thing of the past is because no-one wants to get cold calls. Well, since no one ever wanted to get cold calls, I don’t think of that as a strong rationale.

Recently I noticed a post to a group on Linked In with the heading “Does Cold Calling Work? Stop Whining….it Does..” written by Jeff GoldbergThanks for the “Stop Whining” in the header, Jeff.

Jeff is a major proponent of cold calling and his career has been built on teaching people to master the art of the cold call. In his article, he refers to recent meetings he has set with VPs and decision makers at large corporations. If cold calling didn’t work, this would not have been possible.

I’m totally with Jeff on this one. Cold calling works. It always has and it always will. I’ll also add that most sales people have always hated cold calling and that’s not likely going to change either.

The biggest hurdle of cold calling, besides being willing to simply pick up the phone, is making the connection to the person you want to reach. Of all the aspects of cold calling, nothing has changed as dramatically as the connection rate. Only 5 years ago you could easily expect to reach at least 10 out of every 100 business contacts on your list. Now that number is averaging between 2 and 7. Gate keepers are probably less of an obstacle than they used to be, but now one of the culprits is Call Display. The person you are trying to reach doesn’t know you, they don’t know what you want and they aren’t going to pick up the phone.

This is the perfect opportunity to make Call Display work to your advantage. Never fail to leave a voicemail when you don’t connect. Identify yourself and the purpose of your call. Leave a timely, clear, respectful message and lead with your benefit.

Combine a short message like this with some intelligent persistence and patience and eventually the name and number that appear on Call Display will be familiar enough to help you make a connection.

Events are Making a Comeback as a Valuable Marketing Tool

We’ve always done a lot of work helping clients support events – from webinars to road shows to annual conferences. One thing that was brutally apparent over the last two years was the reduced use of events as marketing tool, but that appears to be changing.

I’m seeing a lot of our clients and their competitors renewing their use of events in the marketing mix and while I’m delighted to see it, at first it had me wondering. Let’s face it, all the buzz is still about automation, content creation and social media, so why the renewed interest in events?

Since I don’t think it has anything to do with a desire to spend money that isn’t generating a payback, clearly something important happens at events that is missed in other areas and I’m going to suggest to you that what it has to do with is making a live, personal contact with suspects, prospects and customers in a way that the internet, for all it’s spectacular virtues simply doesn’t offer. 

Events allow your audience to see, hear, touch and genuinely connect with their thought leaders, peers, colleagues, vendors, prospects and customers. That enhanced personal connection is the one thing that is unique about events. It’s the one reason that in spite of rising costs and reduced cost efficiency, event marketing is not dead and will never die.

We have to be smarter about how we take advantage of event marketing’s unique attributes by planning our “presentation” more thoughtfully and maximizing the impact of those personal contacts.

Here are some ideas from Brian Carroll and a post he wrote last year called 100 Tips for Trade Show Lead Generation

  1. Follow-up quickly after the event. Think about your follow-up process before the event happens not afterwards.
  2. Create event follow-up content pieces, talking points and email templates for your sales team to use to add value and continue the conversation in a relevant way rather than “pitching” everybody.
  3. Develop a nurturing track that for event attendees connects with the theme or the content of the event. Try to do this at least for a few months at minimum.
  4. See the event as a conversation (or conversation starter) not a campaign. Don’t stop the dialog. Brainstorm ways you can keep the dialog going.

Now Brian was mostly talking about Trade Shows in his post, but the same thinking holds true for Road Shows, Seminars, User Conferences and Webinars as well.

Use the face to face connections to nurture an ongoing dialogue and once you’ve established it, don’t sacrifice the personal connection. You’ll do a lot of email follow up for sure, but be sure to pick up the phone and remind your contacts that you are a real person with a real voice.

If you don’t have the time to make those calls yourself, consider how much further ahead you’ll be with a well planned and brilliantly executed voicemail message. Just don’t settle for less than brilliantly executed and you’ll improve your marketing ROI by increasing the efficiency of your events.

Align Your Sales and Marketing Teams for Efficient Growth

One of the challenges that many companies appear to be facing is what to do to bring sales and marketing programs more into sync with each other. Eventually, the two departments have to find better ways to work together since, when it comes right down to it, both are trying to achieve the same final objective- more revenue, with higher profits.

What’s most interesting is that to generate leads, marketing teams are usually focused on “mass” messaging,  using emails for outreach and striking a balance between delivering the message and not wearing out their lists. At the same time sales is doing more one to one outreach, which is usually over the phone, but when they don’t have enough good leads to work with, these calls often have low response rates. Sales only alternative is to simply do what they have always done and “turn up the volume”. But there is a limit to what one person can do.

Oh yes, and there’s that wonderful issue of content creation, because astonishingly enough, when sales has to make cold calls because they don’t have the leads to work with, they need to be able to offer something of interest/value to the contacts. At the end of the day there just isn’t enough time to manage it all yourself.

One possible option is for both marketing and sales to work together to create combined email and telephone programs and perhaps extending these to also include direct mail.

They can – at least to some extent- combine the databases they’re working from as they are frequently different. Marketing can save the day with content creation and campaign management and sales can offer a new “marketing spokesperson” to help add variety to their message and reduce the wear-out on the lists.

Merging these teams and creating a mix of media will result in higher engagement and more effective lead nurturing campaigns. It has been shown that 70% of buyers are predisposed to choose the company that engages with them using a mix of email, notes, voice outreach, and other channels. All of which can be owned by both the marketing and sales teams to generate sales ready leads.

Learn how you can use Boxpilot to conquer deficiencies in your sales funnel by engaging in a mix of media and utilizing your sales and marketing teams in the best way possible. Our lead nurturing services will free up your sales team to do what they do best – close deals.

The Future of Voicemail: An Old Tool in a New Light

When it comes to B2B communications, voicemail – once the darling of leading edge technology- is almost charmingly old school. Right now it seems that online is where the action is and while there is a lot of new innovation happening right now, it’s also swamped with hype and uncertainty. There are many unanswered questions about what will actually be effective in generating B2B leads and sales.

But voicemail will stay around as long as it does its main job which is to communicate a one-to-one-message using one of history’s most effective communications tools ever – the human voice.

This is Not the End for Voicemail

I’ve talked to marketers and even sales reps who have lost confidence in voicemail, because most people don’t return calls anymore and I understand where they’re coming from. But these reps are missing a key point. Business people are NOT failing to respond to your message because your message is unimportant to them. They are failing to respond – to call, attend, write or even click, because most of them have fallen victim to the Tyranny of Urgency. Remember Stephen Covey’s four quadrants– Important-Not Important and Urgent-Not Urgent? The bottom line is that important or not, if it isn’t urgent to the person who needs to take action, it won’t get done. That’s the ONLY reason that voicemail messages don’t bring around a call back – it’s not an emergency, yet.

Change How you Use Voicemails to Deliver your Message

So it’s time to take that thinking into consideration and start using voicemail in a new way – and measuring it in a new way, too. Think for a minute about the tools available to you – as a marketer or sales rep – to reach out to universe of contacts and even if it’s just for a moment – hold their undivided attention. Guided voicemail campaigns are your best option in terms of measurable deliverability, cost and speed to get that connection. And the human voice is still one of the most effective ways to deliver a genuinely persuasive message.

Stop confining your thinking about how you can use voicemail to a simple transactional request like “Call me back” and start thinking about how you can break down points of resistance, clarify areas of confusion and insert persuasive new ideas into the thinking of all these people who voicemail has given you the opportunity to actually talk to.

Get a Response to Your Voicemails

So here’s what you can do. Instead of expecting one voicemail message to set your phones to ring off the hooks with every call getting returned, break down key points of interest that fit with the needs of your leads and current customers. Instead of relying on email alone to deliver any kind of progressive, persuasive message to your audience, slip in a few “personal” calls and let a name and a voice carve a spot for your company closer to that “top of mind” space where you would like your message to sit.

It’s an easy process to automate, which means that both your marketing and your sales teams can consistently and measurably integrate that higher level of personal contact into every one of your ongoing programs.

Learn more about our guided voicemail services and how you can use voicemails to make your sales team even more efficient.

The Annual Boxpilot Holiday Game – Enjoy!

Our holiday game is both fun and challenging. As you try to catch as many snowflakes as you can, imagine the stream of prospects that Boxpilot can generate for you in 2015. Also imagine Boxpilot nurturing prospects so no opportunities fall to the wayside (unlike in the game!). See how high a score you can get!

Happy Holidays from Boxpilot

What’s your score?

  • 1400+ – Great!
  • 1100-1300 – Good.
  • 900-1100 – Not bad… try again.
  • <900 – No more eggnog for you!

While playing, think about all the ways you can use Boxpilot next year – build pipeline by generating sales-ready leads and appointments, building attendance to events, and nurturing hand-raisers into purchasers. Renewal programs, sales calling programs and data quality programs.. or adding option to add voice touch with a keystroke to your marketing automation.

10 Tips: Ways Boxpilot can Generate Results for you in 2015

1) Attendance Builder: Boxpilot’s powerful “Attendance Builder” program uses our suite of services to integrate a mix of media, touches, and tools to create a complete event marketing solution for you – pay by the invitee, or by the attendee.

2) Sales-Ready Leads: Boxpilot can execute a mix of media plan to generate sales-ready leads for a flat fee-for-service price or a per sales-ready lead price – keeping your reps talking to a constant stream of leads.

3) Appointment/Demo Setting: With Boxpilot’s appointment setting solutions, we make sure that you are in the right place, at the right time, with the right decision makers–without taking your focus away from closing deals.

4) Lead Generation: We have worked hard to build best practices around using a mix of media that work together to achieve the most results for the least – an optimal blend of email, live voice, guided voicemail, direct mail, texting, social media and so forth in the B2B environment.

5) Lead Nurturing: Companies are potentially losing up to 70% of their prospects to competitors who are doing a better job of engaging them. Our lead nurturing programs keep prospects engaged and moving down the funnel.

6) Renewals: With a mix of media contacting plan sequenced to each customer’s lapse date, Boxpilot’s renewal solutions can help you improve and grow your revenue base by increasing renewal rate.

7) Sales Calling Programs: With Boxpilot’s sales rep multiplier program, up to 10x more accounts can be getting to know each of your reps, without hiring more reps.

8) Pipeline Builder: By plugging each rep into Boxpilot’s Pipeline Builder™, your sales team “turn on” the tap to consistently and predictably fill up their sales pipelines with sales-ready leads and opportunities.

9) Data Quality: Better data means higher ROI. Boxpilot can maintain data quality and track the changes within customer and prospect companies with a commitment to ongoing maintenance.

10) Marketing Triggers: Add one-off and sequenced B2B outbound live voice, voicemail, and text touches directly from your marketing automation software.

To learn more about how Boxpilot can generate results for you, please contact your account manager watch a video, or call or email us to schedule a demo.


Adding voice touches to your marketing automation workflows

No doubt everyone is aware of the growth of Marketing Automation software. Whether you are using one now, or are thinking about it, you know they’re designed for marketing departments to more effectively market, track and automate contacting plans.

Add Voice Touches

As it relates to the sales funnel, automation of course can fit in across all stages. Indeed, marketers use various programs and initiatives to generate leads, cultivate leads and ultimately hand them off to sales teams.

The Growth of Marketing Automation

Maybe it is an event invitation program, a white paper offer, an announcement, a testimonial designed to garner a response or ongoing sequenced touch nurture programs perhaps on behalf of your sales teams.  Marketing Automation gives you the ability to do all these things in an organized, timed, and measured manner, it really is great!

Email Overload

But what we’ve seen is that email has really become the primary method of communication coming out of Marketing Automation platforms.  In most cases, the platform essentially only enables you to trigger emails, so Marketing Automation users are tied to email, and in a way not even by choice.

With everyone thinking and using email in this way, we’ve seen some significant challenges emerge as a result of this over-reliance on email.

It’s totally understandable—-Companies have invested significant expense and time into setting up their Marketing Automation and they want to see return on investment.

But the sheer quantity of emails that people are getting today, plus the fact that your competitors are also over-relying on email, has really pushed email overload to an all time high.  Studies show that thousands of emails per day piling up on each other makes for clutter and receiver desensitization to the point that truly engaging prospects and making a genuine human connection with email alone has become very difficult, even with great content.

Email Clutter

Previously, we shared a recent Boxpilot white paper that goes a bit further on some of the statistics of email clutter.  Feel free to have a look to jog the memory.  To paraphrase: What has really come out of this is that we see that it is Human Connection that keeps prospects engaged.  Without it, you risk prospects become bored, losing interest, going stale, and ultimately flowing out of your funnel to your competitors.  There’s a McKinsey study that shows that companies are potentially losing up to 70% of their prospects to competitors who are doing a better job of engaging them.

White PaperSo this begs the question – how do we stop this loss to competitors, how do we get touches with higher levels of engagement than with email alone.

And the answer that we have seen emerge lies in utilizing a mix of media.  Alongside emails, we’re talking phone calls, voicemail, texts, among other methods. Everyone knows it takes more than popping out a few emails to really drive engagement

Human Connection – Breaks through Clutter

For one, there’s opportunity where clutter doesn’t exist and where touches actually get noticed: A call, a voicemail, a text, these are things that still stick out to us because we don’t get nearly as many as with emails.  On top of that, engaging with a real human voice, even if it’s just periodic, identifies you as a real person where a stronger relationship and trust can be built.  It really validates your past and future electronic communication.

Human Connection = Engagement

We’ve seen that it’s a mistake to leave making a human connection to the bottom of the funnel only. And it is a mistake to let your competitors be the ones engaging prospects more than you.

Actually, in a study called Dale’s Cone of Learning, we see that more engagement generates more recall.. people remember 10% of what they read alone, but as we go up in engagement, 50% of what we hear and see, a 5x improvement.

Engaged = More Sales

And so to bring it home, with this example workflow that has a mix of media embedded within it rather than email alone, referencing the McKinsey study earlier, if 70% of buyers are more predisposed to choose the company who engages them more rather than the company that uses email alone, it really means that doing a better job of engaging prospects can result in 2.3x more customers by virtue of not losing prospects from your funnel and having them choose your competitors.  So the opportunity is immense.

Mix of Media


But you might be thinking.. Yes that’s fine, I get that the more different touchpoints you make, the more engaged someone will be, the more sales that’ll translate into, but actually executing programs with a mix of media in this way isn’t easy.  And setting up email workflows, even decision-based, or action-based, is relatively easy—-and doesn’t require more staff, or more technology investment.

And, to date, integrating triggers into your existing Marketing Automation systems to actually enact multi channel touches just wasn’t possible.  So companies have tended to continue to rely solely on email, which has exacerbated the email overload problem.  But has created opportunity for those who see the value of enhancing engagement.

So the question becomes: How CAN you actually reach out and engage with voice touches, but have it integrated directly within your Marketing Automation system?

Making It Happen

Well, to answer the question, there are a few elements that need to be in the formula for it to work.

  • Firstly, there needs to be a way to link with any voice touch provider. This often comes in the form of APIs (i.e. a secure programmatic way to send data back and forth).
  • Another element that must exist is that you need to be able to trigger the voice touches based on various events.
  • And it has to be easy to add in the workflow, DIRECTLY from the MA platform itself
  • And with data being synchronized the last piece of the puzzle is designing voice touches such that voice itself can come from a person at your company.. maybe your sales rep for their territory, or specific individuals in your pre-sales department, or even your CEO for example.

Boxpilot Call Trigger

Enter Boxpilot.  Integrating either natively or by using various intermediary tools, Boxpilot can integrate with virtually any Marketing Automation platform. This gives you the benefits of automatic, virtually instant updates, visibility and program changes on the fly.

Marketing Automation Trigger


Essentially what happens is that a trigger is set up in your workflow such that if a particular event occurs, Boxpilot gets an alert to make either a live voice, guided voicemail or text reach out. It can also trigger an entire sequence that Boxpilot then enacts over time that is linked with your Marketing Automation, or CRM each step along the way. In any case, Boxpilot actions are reflected directly into your data.

Add Voice Touch

Some examples of triggers which we seen used to instigate a call are:

  • Web Form Submissions
  • Content Downloads
  • Click Throughs
  • Website Visits
  • Inbound Calls
  • Timed Sequence on a dynamic list.

Really anything you can build off of in your marketing automation platform.

Similarly the touches can be integrated into any workflow you’ve set up at any point.  For example, let’s say you want to make a simple voicemail touch to kick start the event you are promoting, this can be a task in your workflow that pushes qualified names to Boxpilot.  Or as another example, you are supporting your sales team with voice touches, in their voice, to expand their territory reach – where one call in their voice happens, and then it reverts back to email.

Just imagine Boxpilot services simply as another box in the workflow.

Same thing for Lead-gen and nurture programs, renewal programs, appointment setting or even data quality programs.  There’s no limit.


Here’s a very basic example workflow in Eloqua.  And again, this can be done in any automation software.  The workflow example here shows two possible voice touches depending on whether an Intro Email is clicked on or not.  If it is clicked on, one particular voice message is delivered to the respondent from, say your top sales rep, and if it is not, then another voice message is delivered from, say, your pre-sales team.  There are no limits to the creativity you can inject into your workflows knowing that you can make live voice, voicemail or text touches with a click of the button.

Marketing Automation

(Add a simple drop-down in your marketing automation tool that gives you the option of adding voice touches directly from within your workflows. Watch video!)

Maybe it is a sequence of voice touches over time, maybe it is based on the sales rep territory, maybe voice touches are only used when lead score hits a certain number.  In all cases, we can work with you and provide consulting on where to best add voice or even design the workflows for you.

The Boxpilot Advantage

So what makes Boxpilot the right partner to handle this for you?  To answer the question, in short we’ve been set up to do exactly this.

And so what makes us different is that we have three core capabilities rolled into one.  We have the agency side where strategy, content and planning are done—-building off of a significant depth of expertise from having done more than 16,000 programs—-and here we can be of great assistance in best practices in the voice touches you integrate into your workflows.

Boxpilot Advantage

Secondly, Having a state of the art in-house North American contact center has enabled us to innovate methods of execution specifically for B2B, all with the benefits of in-house control,

Finally, and our Program Portal technology platform not only provides protocols needed for easy and fast seamless integration into your Marketing Automation system, but also allows us to manage background complexities in your triggered Boxpilot tasks, so that your user experience is a simple as possible.


So Big picture: the reality is that email clutter is at an all time high.  And, yes, it’s easy to send emails from marketing automation systems. But if that’s all you do, you’re losing prospects to competitors because prospect engagement is probably low.

Sales Growth

Instead, by adding voice touches directly into your marketing automation workflows in such a way that a live call, a voicemail or a text is triggered directly from within the MA, you gain the advantage of higher engagement which leads to less prospects fraying to competitors more leads for the sales team, a happier sales team, and more sales and profits as a result.

Next Steps

To learn more about adding a “voice touch” button to your marketing automation software, please contact your account manager watch our video, or call or email us to schedule a demo.

We can discuss your marketing automation and show you exactly step by step how you can add voice touch steps in your workflow interface. giving you the advantage of engaging prospects by voice, more than your competitors, in an automated fashion.

Adding Voice Touches Video