Know How to Shop for Your Company's Marketing Software
By: Tina Samuels
Know How to Shop for Your Company’s Marketing Software
Marketing software for small businesses means reaching new customers to possibly increase profits.
By doing marketing correctly, you are constantly reaching new demographics and raising the amount of customers into your establishment. Making the correct choice for marketing software is one of the best ways to reach this goal.
Here are some of the features of good marketing software that you should look into prior to purchasing any:
The Email Distribution- Some marketing software not only manages and creates an email marketing campaign, but can tailor make it to specific customers. Having this as a feature can mean better marketing and sales for the company. It also helps organize your efforts; you won't need to have a separate "marketing guy" and "email guy", it will be incorporated into one effort and one software program.
Notifications in Real Time- Having a program that gives you real time notifications can have a great affect on your business. They can easily see what marketing campaigns are getting the best response and help the business be ready for potential buyers. There are many businesses that only get alerts daily or weekly. Real time notifications can put your company on the cutting edge of the industry, giving them the edge they may need to succeed in this iffy economy.
Offline Marketing Integration- When the software allows the business to integrate the campaigns that are being done offline, it allows the company to see which leads work best with the campaign and the best view of the project.
Analytics for Marketing- Your program should allow for marketing analytics. This can help a business know whether to step up a campaign or lower efforts. With this feature it can be integrated in CRM applications. These software features allow you to better your performance data and gives you a guided look at your return on investment. You'll know what is working for your company and what isn't, which is helpful when the budget is small and you need to target a campaign.
Lead Scoring- Lead scoring will assign your customer prospects with a value. This value will let you know their willingness to purchase your items. Lead scoring is very helpful in increasing sales and enhancing your marketing efforts to the right demographic. Good software will automate these leads and help you allow for more factors to be accounted for.
Finding the right marketing software can be crucial for the success of your marketing campaign.
Small business owners who are starting out can make this decision with the help of avoiding the red flags and knowing what to expect from their selection.
About the Author: Tina Samuels writes on the ripoff report, small business, social media, and merchant services.
How changing your company's software code can prevent bias
Two-third of tech professionals believe organizations aren’t doing enough to address racial inequality. After all, many companies will just hire a DEI consultant, have a few training sessions and call it a day.
Wanting to take a unique yet impactful approach to DEI, Deltek, the leading global provider of software and solutions for project-based businesses, took a look at and removed all exclusive terminology in their software code. By removing terms such as ‘master’ and ‘blacklist’ from company coding, Deltek is working to ensure that diversity and inclusion are woven into every aspect of their organization.
Business Chief North America talks to Lisa Roberts, Senior Director of HR and Leader of Diversity & Inclusion at Deltek to find out more.
Why should businesses today care about removing company bias within their software code?
We know that words can have a profound impact on people and leave a lasting impression. Many of the words that have been used in a technology environment were created many years ago, and today those words can be harmful to our customers and employees. Businesses should use words that will leave a positive impact and help create a more inclusive culture in their organization
What impact can exclusive terms have on employees?
Exclusive terms can have a significant impact on employees. It starts with the words we use in our job postings to describe the responsibilities in the position and of course, we also see this in our software code and other areas of the business. Exclusive terminology can be hurtful, and even make employees feel unwelcome. That can impact a person’s desire to join the team, stay at a company, or ultimately decide to leave. All of these critical actions impact the bottom line to the organization.
Please explain how Deltek has removed bias terminology from its software code
Deltek’s engineering team has removed biased terminology from our products, as well as from our documentation. The terms we focused on first that were easy to identify include blacklist, whitelist, and master/slave relationships in data architecture. We have also made some progress in removing gendered language, such as changing he and she to they in some documentation, as well as heteronormative language. We see this most commonly in pick lists that ask to identify someone as your husband or wife. The work is not done, but we are proud of how far we’ve come with this exercise!
What steps is Deltek taking to ensure biased terminology doesn’t end up in its code in the future?
What we are doing at Deltek, and what other organizations can do, is to put accountability on employees to recognize when this is happening – if you see something, say something! We also listen to feedback our customers give us and have heard their feedback on this topic. Those are both very reactive things of course, but we are also proactive. We have created guidance that identifies words that are more inclusive and also just good practice for communicating in a way that includes and respects others.
What advice would you give to other HR leaders who are looking to enhance DEI efforts within company technology?
My simple advice is to start with what makes sense to your organization and culture. Doing nothing is worse than doing something. And one of the best places to start is by acknowledging this is not just an HR initiative. Every employee owns the success of D&I efforts, and employees want to help the organization be better. For example, removing bias terminology was an action initiated by our Engineering and Product Strategy teams at Deltek, not HR. You can solicit the voices of employees by asking for feedback in engagement surveys, focus groups, and town halls. We hear great recommendations from employees and take those opportunities to improve.