Watermelons don’t keep

July 19th, 2013 by Richard Murdock

It’s summer time. The hot, sticky days can drag on with the sun beating down on your head. Evenings seem to cool off only slightly as mosquitoes drone and fireflies put on their nightly show. You’re looking for relief from the heat and decide to pick up one of those old summertime standbys, the watermelon. So you go to the supermarket, pick out one using some arcane method passed down from generations, and take it home to enjoy. Juicy and sweet, dripping with sticky goodness, you plan on using it later to be a refreshing break from summer’s grip but, for some reason or another you forget about that large, green melon sitting on your counter. Now, you would figure that a watermelon would keep for a while based on its thick rind and how they seem to withstand transport along with all those other large, heavy fruit. That may not be the case.

Earlier this summer we found a mysterious liquid on our kitchen floor at home. At first we thought it was the dishwasher leaking, and then we thought a pipe under the sink was having issues. Fortunately, neither potential problem turned out to be the case.  As we cleaned up this mystery leak I happened to notice some of it on the kitchen counter. That made me really puzzled and, as I moved items around to clean up the mess, I happened to move the watermelon that had been sitting on the counter for only two days. That’s when I discovered the source of the mystery liquid. The watermelon rind had cracked and the natural juices had leaked out overnight onto the floor. I had no clue a watermelon would do that, and thought it was just a fluke or a bad melon.

Disappointed in having missed out on our tasty treat, we decided to try again a week later. We purchased another watermelon but, yet again, forgot about slicing in to it that very day. This morning, two days after having purchased it, I found the watermelon had cracked and leaked all over my counters and floors. Again. Unbelievable!

So why is a story about a watermelon on our blog today?

Marketing Automation tools like OneView are full of marketing goodness. There are things in there to relieve you of the daily marketing “doldrums” like a refreshing watermelon does on a hot summer day. The trick is that you need to use them or you won’t get any benefit. Now I’m not saying your Marketing Automation will leak all over your kitchen floor if you don’t fire up an email campaign after two days, but you won’t get any value out of the item you’ve signed up for if you don’t use it for what it was intended. And, just like with a watermelon, there are different levels of enjoyment you can get out of your Marketing Automation program.

  • You could take the basic approach; slice it open and quarter out some chunks for quick an easy consumption.  Send out a couple of email campaigns and get your basic time-based lead flow set up.
  • Get a bit more creative; take a melon baller to it if you want to add it to a salad for something a bit more interesting.  Integrate your Salesforce account with LoopFuse and export records as they register on your site.
  • Or get really adventurous; get out your carving knife and create a complex thing of beauty. Use lead scoring and leadflow programs to evaluate incoming prospects. Send them down your nurturing tracks and only push them to Salesforce when they are marketing qualified.

So make sure you are getting the best use out of your LoopFuse OneView account. Check out our recent webinar on LeadFlows or check out a Product Overview for a more general tour of the program. And enjoy the rest of your summer!

Richard Murdock (@shinyranger) is the Senior Manager of Customer Support at LoopFuse. Our goal is to make sure you have the best experience possible with our products.

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