Marketing of PourMyBeer and Challenges Faced
Nilangan: That's pretty cool. I’d like to hear more about how you're managing things during the pandemic and how things have changed, but first let's dive into the marketing of PourMyBeer. What are the marketing strategies you use for PourMyBeer and what has been the most effective for you?
Tana: I definitely run mainly on content marketing: creating valuable and helpful content that educates our prospects and leads in general. And since we’re in the B2B space and we don't sell anything cheap, our leads really do their research and, you know, they keep coming back to the website. So I always want them to find something new, something relevant, and hopefully something helpful on our website. And I work really hard on that. Given that I particularly like the hospitality industry, my hope is that basically all the restaurants, bars, and brewery owners out there would view PourMyBeer as one of those helpful brands that they still can come to for helpful resources, even if the software isn’t for them.
Nilangan: So you’re generating traffic from organic sources, like search engines?
Tana: A lot of organic traffic, yes. Most of it is marketing through valuable checklists and similar. Any sort of valuable gated content as a part of our blogging and pages with the information they're looking for.
Nilangan: What are the biggest marketing challenges you’ve faced while working for PourMyBeer?
Tana: Challenges? COVID! [Laughs]
That’s really the biggest one. But if I were to add to that, I’d say that it was to get everything organized at the beginning. PourMyBeer lacked a proper structure and organization. When I first joined, we didn't even have an onboarding process for our customers. That drove me crazy. We had no proper relationship management with customers or email marketing in place like the nurturing campaigns we have right now. Everything seemed pretty disorganized at that point. That was my focus for the first few months when I joined.
Nilangan: So, did you solve these problems using multiple tools and stuff like that? Or did you hire people?
Tana: Slowly and surely, I got all the different messy areas in the right place, or at least close to where I wanted them to be. I spent some extra nights to really organize everything the way I liked it. And I could see that the team was grateful, too. Putting some helpful tools in place was also important. Salespanel is one of them. I also really like Asana. It definitely helps me track what needs to happen, when it needs to happen, and to coordinate and collaborate with my team.
Using Salespanel to bring data and sales intelligence to Pipedrive CRM
Nilangan: On the topic of tools, you’re also using Pipedrive, is that correct?
Tana: Yes, that's correct.
Nilangan: What other tools are you using right now?
Tana: PourMyBeer was using Pipedrive even before I came on board. I had used CreateSend for email marketing but wasn't too happy with it. So I switched to ActiveCampaign. It has its own CRM, which I use for marketing purposes and customer relationship management. So, my sales team uses Pipedrive and I'm using the ActiveCampaign CRM.
Nilangan: How long has your company been using Pipedrive?
Tana: Over three years now, I think.
Nilangan: So, why did you start using Salespanel and how does it fit in your system?
Tana: I was the one who brought it in. I basically wanted my sales team to have a better visibility of lead activities: Which leads have visited our website? What they have viewed? How many visits have they made? How long ago did they visit our website? Things like that. This was something I was used to after using HubSpot in my previous job. I wanted to have the same visibility for my team. Pipedrive itself didn't have that and Salespanel was the perfect solution.
Nilangan: That's fantastic to hear. So, before using Salespanel, how was your process for importing leads from marketing to sales...like to your CRM?
Tana: I was using an app that populated the leads automatically for me. For the current sales team, it’s much easier to create more meaningful conversation with leads, because they know exactly what resources the leads are viewing and what features they have visited. For example, you don't want to send them the same case study or page if they have already been there a couple of times. Salespanel does a good job of providing them with only the most relevant information.
Nilangan: So, would it be fair to say that Salespanel provides sales intelligence to your sales teams?
Tana: Absolutely.
Nilangan: How do you find our service and support overall?
Tana: Definitely very responsive and ready to troubleshoot if and when an issue arises.
Nilangan: That's fantastic to hear.