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Recently, I was fortunate enough to participate in a lively discussion among up-and-coming marketers regarding the merits of running email marketing campaigns for professional services firms. Although opinions differed greatly on the types of campaigns firms should deploy, one thing we could all agree on:  Email marketing is widely effective. For example, Chief Marketer reports that email marketing shows an impressive ROI of 28.5%.

So, I wanted to share with you some of my favorite email marketing campaigns. These are the types of campaigns any firm can utilize. These campaigns are merely a starting point to get your email marketing creative juices flowing! Next time I check my inbox, I hope to see one of these campaigns coming from your firm.

The Right Email Marketing Campaigns for You

1. The Newsletter is alive! Believe it or not, the tried and true newsletter is alive and well. Transforming the newsletter from a print to digital format is a natural progression for most firms. In fact, the ability to customize and micro-target specific audiences allows marketers to ensure that they are focusing their messaging on their audience.
   
   When designing a newsletter, keep in mind:
   
   
   1. Subject lines are king. The battle for readership is won and lost in the inbox, don’t let a poorly thought out subject line land your newsletter in the trash.
   2. Create a central theme. Nothing increases your readership-bounce-rate like a disorganized, hard to follow, mailer. Create a central theme to your email blast and stick to it: Your click through rate will thank you!
   3. Make it clear on how to opt out. The number one sin when executing a digital newsletter campaign is trapping your audience in a slow painful death by email. Nothing deteriorates your brand faster than spamming disengaged customers. Give your readers a clear path to exit and your overall mailer will be better off. At the very worst you will know that your messaging needs refining based on an alarming rate of unsubscribes.
      
2. Spotlight your latest project. Have you recently completed an impressive project that your clients would like to hear about? Perhaps you can highlight your top projects to a target list of prospects that you would like to do business with in the future. Bolster your brand by taking pride in your projects and demonstrating your expertise to the world. Bonus: Your current clients get additional exposure for their project, a win-win for everyone!
   
   When spotlighting your next project, keep in mind:
   
   
   1. Give your images alt tags! Email clients can be a tricky beast, and you never know what settings your recipient has enabled. You are trying to spotlight a project, and surely you want to show off your beautiful project photography, right?! Giving an image an alt tag will allow alternative text to appear if the image doesn’t load.
   2. Tell your reader a story. It’s not enough that you recently completed a new state of the art project. In order for your message to be memorable you need to focus on engaging your reader. Make your email standout by crafting a relatable story.
   3. Reduce load time, not quality. Optimizing high-quality images for digital viewing is essential. Compressing your images allows you to maintain quality while reducing long email load times.
      
3. Planning to attend an event? Let ‘em know! Email is an excellent tool to inform prospects and clients that you will be attending an upcoming event. Invite your contacts to join you to ensure that you get the most out of the event. I always like to say that email blasts are a way for me to start networking at an event, before the event ever starts.
   
   Before promoting your next event, keep in mind:
   
   
   1. Why do they care? Do you really think that the fact that you are attending an event is really enough to entice a client to show? You need to let your audience members know why they can’t miss the event. Make it all about them and you just may be rubbing elbows with them sooner than later.
   2. Make your email actionable. It’s not enough that the client or prospect knows that you will be at the event, make sure to let them know how they can connect with you on-site.
   3. Responsive Design. Fast forward to the day of the event and there’s a good chance that your client will be using their smart phone to refer back to the email you sent them with meetup instructions. Make sure that your email is optimized for mobile viewing.

Getting Started is Easier than Ever

So you have decided that this email marketing thing is for you, but you don’t know how to kick off your first email campaign. No worries, we have you covered. Sign up for a 60-day free trial of Constant Contact and access dozens of free email templates to help you craft your message.

The technology and applications that power your firm are critical to the overall mission of your organization. Unfortunately many of these applications are disconnected which causes us to end up with siloed data. So what’s the big deal? Firms that end up with siloed data spend more time flushing valuable resources (time and money) down the drain than working towards their overall business objectives! Do you really want to spend more time managing your data, than managing your clients?! Stop flushing your resources down the drain by eliminating siloed applications from your organization.

But wait, what exactly is a siloed application? Siloed applications are partitions within organizations that isolate departments, teams and even people. These applications do not communicate or share data with any other system, greatly limiting your ability to leverage the data living inside of these systems.

Are You Stuck in a Data Silo, But Don’t Even Know It?

Have you ever stopped to think about how your internal systems communicate and share data? Perhaps you’re unsure about the overall connectivity of your business systems. Read the below scenarios to see if you are suffering from siloed data.

• Your systems are slowing you down and preventing you from making real-time decisions
• You find yourself unsure of where critical data lives. Or even worse, you find yourself locked out of accessing data because you don’t know the right username or password
• You are unable to track campaign/project results without checking multiple systems
• You are representing data in multiple locations, causing the need for duplicate entry

If the above scenarios describe your firm, then you are suffering from data silos. Fortunately for you, this is a common problem and there is a solution!

How Can You Get Rid of Data Silos?

There are many ways to get rid of data silos in your professional services organization. The trick is finding the right solution that fits your corporate culture. Here are some examples of ways to break free from the grips of siloed data:

1. Take it to the cloud. As we have written about in previous blogs, there are multiple benefits to taking your organization’s data to the cloud. The benefits are clear in strict terms of breaking your data free from restrictive silos. Mainly, once your data lives in a cloud based application or system you are now able to leverage connections to this data from all over the world. Gone are the days of being tied to a desk. Employees are doing more than ever before and they are doing it from all around the world!
   
2. Centralize your data storage with a master record set. Creating a master data set will introduce a method to the madness of managing disparate data. Next time you are evaluating a new piece of software or application ask yourself how it fits in with your already established master data set. Is it worth adopting this technology if it only creates additional silos? This is something that you will need to review with all key decision makers and stakeholders.
   
3. If you connect it, they will come. Unfortunately we find ourselves living in a world of highly specialized technology. There is a reason the average company has 5.5 applications per employee; in today’s highly competitive market we need access to the tools that can help differentiate us from our competition. Fortunately, integration technologies are becoming widely available.
   
   Once seen as an option only available for major corporations, application integrations have become common place in both the business and personal world. If you have ever hooked your Instagram account up to your Facebook account – you’ve used an integration. If you’ve ever synced your email accounts to one central mailbox – you’ve used an integration.
   
   Integrations allow us to get the most out of current investments, while not limiting the technology available to our business teams. In fact, many firms won’t even consider purchasing new software if it does not have integration capability.

Not Sure Where to Start?

If you are ready to start breaking free of these data silos, but don’t know where to begin, we have the webinar for you. Join Pete Nuffer as he presents Dude Where’s My Data. This webinar will review best practices focused around data integrity, including the establishment of a master record set. See how new out of the box tools can be used to promote data sharing within your organization.

Full Sail Partners, a Deltek Vision Premier Partner, has released the Deltek Vision Connector for Constant Contact, an integration of Deltek Vision and Constant Contact.

The Deltek Vision Connector for Constant Contact allows Deltek Vision CRM users to seamlessly create targeted Constant Contact email campaigns by leveraging real-time intelligence directly from Deltek Vision CRM. Once an email campaign is active, users are then able to analyze the results of these campaigns directly in their Deltek Vision system.

“We are really excited to help professional services firms maintain consistency between their Deltek Vision and Constant Contact systems,” said Peter Nuffer, Director of Solution Development at Full Sail Partners. “Users of this integration are refining their messaging and crafting more meaningful campaigns for their readers.”

Connectivity between Deltek Vision and Constant Contact gives users the ability to create more comprehensive email marketing campaigns, reduce labor intensive manual processes and better capture marketing ROI. This mutual relationship between data will allow your marketing team to save countless hours over the duration of a marketing campaign.

“As  one of the first users of the Deltek Vision Constant Contact integration, BG Buildingworks was excited to sync our contacts between our Deltek Vision CRM system and Constant Contact,” said Karen Crilly, Director of Marketing and Client Development for BG Buildingworks. “We used the integration to setup a campaign to announce our company name change. We were able to create a Constant Contact campaign directly from our Deltek Vision CRM system to notify over 4,500 contacts. The campaign went off without a hitch and we saw nearly a 30% open rate on our mailer.”

Interested in learning more about the integration of Deltek Vision and Constant Contact? Click below to learn more.

Can you name a single business that does not use some form of technology? From our personal lives to our professional lives, technology is engrained in everything we do. Firms are investing in technology at a rate never before seen. Yet, many of these critical system connections are siloed and do not talk to each other. Watch the video below to see how firms are connecting their critical business systems to get more out of their investment and share information between disparate systems

Welcome to part two of our Marketing Automation Series. In the last blog we looked at how automation tools can impact your SMB. In part two of this series we are going to dig further and examine the Deltek Vision marketing automation tools available to you within your system.

Deltek Vision Marketing Automation: Marketing Made Easier

1) Merge Fields & Templates

If you produce a lot of proposals or documents that follow a defined format (think SF330!), you will love merge fields and templates. Use this functionality to merge data directly from your Deltek Vision system to Adobe InDesign or Microsoft Word. Not only will you greatly reduce the time dump required to create these documents but your marketing efforts will gain a level of accuracy and consistency.

Use merge templates to create:

• Statement of qualification responses
• Letter proposals
• Resumes
• Cover letters
• Project cut sheets
• Reference pages
• And more!

Check out this webinar to learn more about creating proposals with Deltek Vision and Adobe InDesign.

2) Workflows

Deltek Vision workflows can greatly reduce the manual processes you manage in Deltek Vision on a daily basis. Workflows are a series of actions that your Deltek Vision system will execute based on events and triggers that occur within a specified Info Center.

For example: A workflow could be used by a proposal manager to notify a project team when a new project has been created in Vision.

Check out this webinar to learn more about Deltek Vision workflows.

3) Integrations and Connectors

Allow your marketing efforts to go further than ever before by opening your Deltek Vision system to outside software and applications. Eliminating manual processes associated with disparate systems allows your marketing team to focus their efforts on creating a quality client experience for each customer.

For example: Integrate your Deltek Vision system with your website Content Management System to capture valuable lead and customer data in your Deltek Vision CRM. Once a website contact fills out a form on your website they will be automatically added to your Deltek Vision system. Your marketing team can then implement a series of workflows to generate a personal email follow-up note a week later. Additionally you may want to consider scheduling a workflow to notify your sales team of lead activity on your website.

View this webinar to see how Deltek Vision users are creating User Defined Info Centers to create dynamic workspaces within Vision CRM.

Learn More About Deltek Vision Marketing Automation

Want to see what real users are doing automate marketing and streamline processes with their Deltek Vision CRM system? Sign up for our webinar, ‘Let’s do this!’

2016 seems to be the year of the buzzword. Everywhere you look you see a new trendy term: Contextual marketing, growth hacking, marketing automation... the list continues! This blog is here to clear up the confusion and help your SMB get started with marketing automation.

  1. What are Marketing Automation Tools?

Marketing automation tools streamline tedious procedures, eliminate manual processes and give the entire organization insight into results of marketing efforts. Marketing automation tools allow us to find out more about our audience and enable marketing teams to create more impactful campaigns. Additionally, automation tools enable SMBs to do more with less resources.

  2. What is the Value of Marketing Automation Tools?

One thing to note is that marketing automation by no means replaces your marketing staff. These tools simply allow them to do more for your organization; providing your team intelligence and time saving mechanisms to make a greater impact on your organization.

Marketing can often be a love-hate relationship for many SMBs. Many firms view marketing as a hit-or-miss type of function. Either marketing positioned the firm to win the job, or they failed – there is often very little grey area. Marketing automation tools introduce a level of analytics and metrics associated to the cost of marketing efforts… bringing everything back to the almighty dollar!

  3. Won’t Automation Remove the Personal Touch?

Understand that there are varying degrees of marketing automation that can be established, and It’s important to take things one step at a time. 

Some people fear that marketing automation tools are going to remove the personal touch from marketing campaigns. Marketing automation tools often add MORE personalization to marketing efforts. These tools simply remove the time intensive processes out of the way, allowing you to spend more time creating a dynamic experience for each customer.

  4. What are Some Examples of Marketing Automation Tools?

These days there are dozens of marketing automation tools. HubSpot, Act-On, TweetDeck, Hootsuite… the list goes on and on.  These tools can help you manage tasks ranging from social media publishing to inbound lead scoring. But to get the most out of these tools you need to make sure that they connect and talk to your CRM system. Doing so will give you one centralized location to manage all of your marketing tools.

As you can see, it is important to invest the proper time and planning to think through your marketing and sales process and develop an automation plan that fits your organizational goals.

We would like to learn more about what your firm is using for marketing automation. In exchange, we will provide you a free download of the Vision Mail Management Info Center. Also, be sure on the lookout for our next marketing automation blog.

Full Sail Partners, a Deltek Premier Partner, announces that Jennifer Wilson has joined the firm as a SQL Developer. Ms. Wilson’s hire bolsters the Full Sail Partners’ team of solution developers. Jennifer will collaborate with clients and key stakeholders to help provide enhanced analytical insight into the information that impacts their business.

Jennifer joins Full Sail Partners with a strong background and acumen of database development and management. She brings with her the experience needed to successfully architect, design and populate business solutions that rely upon complex data sources.

“I enjoy the challenge of translating business processes and concepts into reports and visual aids in order to better assist clients with their analytical needs,” said Jennifer Wilson. “Professional services firms face unique challenges and requirements; I look forward to working with Deltek Vision users to streamline solutions.”

With a decade of experience in programming, reporting, product development and designing process automation, Jennifer’s background will provide valuable expertise to Full Sail Partners' customers in meeting their design, process and system improvement initiatives.

“We are thrilled to have Jennifer join the Full Sail Partners’ development staff,” said Peter Nuffer, Full Sail Partners’ Director of Product Development. “Jennifer brings a lot of energy and enthusiasm to the team. Her approach and work ethic has made the rollout of Deltek Vision custom solutions seamless, helping create a better experience for our customers.”

For more information, please contact Full Sail Partners’ Marketing Communications Department. Interested in learning more about the Full Sail Partners' team? Check out our crew!

Using a third party email suite such as Constant Contact or MailChimp to power your email marketing campaigns is a huge step in the right direction. These types of email suites can greatly improve the productivity of email campaigns, while also providing insight into revenue generated from these efforts. The right technology is essential in achieving marketing goals, but technology is not a silver bullet.  Tech solutions must be accompanied with an effective overall strategy that takes into account systems and processes.

Below is a simple 8-step email marketing guide. Follow this list of do’s (and don’ts!) and start crafting more effective email campaigns!

How to Manage Email Marketing Campaigns in Vision

Looking to capture all of your email marketing campaign data in your Deltek Vision CRM? Not sure where to get started? Vision Marketing Campaigns are the go-to place to manage all of your campaigns!

Full Sail Partners and Planifi announced their recently formed strategic partnership. This alliance brings together Full Sail Partners’ world-class consulting services with Planifi’s industry-leading resource planning software “Project Analyzer” to provide architecture and engineering firms with a better way to manage their resources.

Project Analyzer is a visual resource planning software that enables project managers to quickly schedule, budget and staff projects. This graphic project management tool empowers firms to improve project planning by focusing on predictable and profitable delivery.

“We are excited to introduce Project Analyzer to our clients,” said Scott Seal, Full Sail Partners’ Vice President of Consulting. “We believe that Project Analyzer aligns with our core principals of helping professional services firms improve their business processes. Our clients will benefit from the increased visibility needed to make informed decisions around firm staffing, performance and revenue forecasts.”

Additionally, Michael Kessler, Principal Consultant at Full Sail Partners who successfully helps firms implement and utilize resource planning said, "I am looking forward to offering a powerful new planning solution to our customers. The reporting capabilities of Project Analyzer have been on my clients’ wish list for years."

This partnership will focus on enabling architecture and engineering firms to center their business on the project performance analytics that support better decision making by project managers and firm executives.

“This is a big day for Planifi,” said Tom Vandervort, Planifi founder. “This partnership will enable a whole new group of architecture and engineering firms to choose Planifi for their resource planning needs. Customers will benefit from the ability to select the solution that best works for them, all guided by Full Sail Partners’ expertise. Planifi customers will also benefit; as we are now able to offer enhanced consulting capabilities and solutions to our customers through Full Sail Partners.”

Last week while attending a conference I had the chance to talk to dozens of Deltek Vision CRM users. These advanced users wanted to discuss everything from user adoption to InDesign integrations with custom proposals. I was stoked, these Vision rock stars were making my job easy. However, very few of these users said that they use Deltek Vision Marketing Campaigns. WHAT?! I couldn't believe this:  How are all of these marketers surviving without utilizing Marketing Campaigns? Marketing Campaigns are the lifeblood of my marketing efforts!

So when I got back to my room I quickly did a google search, "Deltek Vision Marketing Campaigns". Results were limited. Well… what better place to get the conversation started than this blog?

Let’s jump right in!

What are Deltek Vision Marketing Campaigns?

Any marketing effort can be created in to a Marketing Campaign. From client mailers to sponsoring a trade association event - these efforts are all marketing campaign worthy!

Think of Vision Marketing Campaigns as the central repository for all of your marketing intelligence. Campaigns enable you to:

• Document pertinent campaign information ranging from critical dates to revenue targets
• Track lead and customer involvement with your promotion
• Assign activities to team members or document interactions with contacts
• Organize document and track critical event specific tasks
• Store campaign documents and graphics
• Schedule contact follow-ups with members of your organization

Looking for a way to track your marketing pipeline and track your customer lifecycle? Associate leads, opportunities and projects to your Marketing Campaigns to better understand the value of your marketing efforts.

3 Examples of Marketing Campaigns for Professional Services Firms.

The targeted list | Let’s say you want to go after a targeted list of municipalities to target in an upcoming content marketing effort. Utilize Vision’s advanced search functionality to drill down in your CRM system to identify the pertinent contacts for your campaign. Track the effectiveness of your marketing efforts among this group. Doing so will allow you to refine your messaging over time and identify opportunities generated from your efforts.

Throw a world class client appreciation event | Building on top of the previous example, why don’t we target our top clients and throw a special event for them? It can often be crazy to plan this type of event – You’ll constantly wonder if your staff has followed up with their clients, and your staff will constantly wonder if their clients have responded. Eliminate all the unneeded confusion by creating a central information hub for your event! By creating a Marketing Campaign for this type of effort we are able to track our labor and expenses tied to the event.

Become a conference super star | Do you ever wonder what to do with all of those business cards you collect at conferences and networking events? Enter these contacts directly in to your Deltek Vision Marketing Campaign. Enroll these contacts in a lead nurturing campaign to start creating further interest among this group.

Pro tip: If you create your marketing campaign before the conference, you can start with a leg up on the competition and start reaching out to attendees in advance. Schedule meetings, send out a pre-event email and start creating a game plan before the conference begins!

Ready to Learn More?

Now that you are familiar with the basics of Deltek Vision Marketing Campaigns, it’s time to go out and start equating more value to your marketing efforts! I hope by utilizing these campaigns you are able to concentrate on the efforts that move the needle for your professional services company.

Interested in learning more? Register for our webinar The 411: Deltek Vision Marketing Campaigns.