Software Company Is Revolutionizing How Marketers Manage Leads

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Scott Heistand started his marketing career in 1999 helping companies generate better leads to grow their businesses. He’s been the driving force behind many successful advertising campaigns through print media, television and the early Internet. His efforts have handsomely rewarded companies in industries as diverse as healthcare, education, weight loss, solar power generation and many others. Scott has co-founded multiple Internet-related companies that have produced tens of millions of dollars in sales through lead generation and management. He sat down with us to talk recently about and how it’s helping online marketers thrive in today’s difficult regulatory environment.

Scott Heistand

Q: Could you provide our readers with a brief introduction to ListFlex?

A: ListFlex is a simple online software platform that helps online marketers or marketing teams who generate leads. What we did was simplify all of the moving parts of list management when you collect a lead. So if you have a bunch of different online forms or offers, it’s easy to neatly organize and manage them all from one portal. A lot of our clients typically will have multiple sites collecting leads along with rules or filters that they would like a lead to pass through before it’s accepted. And from there, they can send it to their email marketing service or other marketing partners to continue the sales process.

Q: What are the benefits of ListFlex?

A: We basically automated a lot of the things marketers need to manage their leads in one place. A lot of advertisers we meet never really had a simple way to manage the leads from their offers. Or they have a wish-list of things they would love to be able to do, but didn’t have the resources. Now, with a few clicks, they can de-dupe, validate, suppress and run a long list of filters and checks on every lead coming in, from one spot. It all happens in real time, which is great. So it’s no longer a scenario where you have multiple tech guys and 2 or 3 data service companies tied into the HTML code of your offers.

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Q: Why would you recommend to validate leads?

A: I think that everyone who generates leads online should have form validation in place. It saves you a lot of money and can prevent major headaches. When you think about companies that pay per lead, without extensive validation like ListFlex, they end up paying for a lot of leads that are useless, or worse, can threaten their businesses. Spending a couple of pennies per lead to make sure every lead is pristine has been worthwhile for nearly every advertiser I know. All of this is optional with us, but it’s built in so there’s no heavy technical requirements when you want to use it.

Q: What type of customer would benefit the most from your service?

A: We’ve been pretty fortunate and have always had a wide range of industries that use us. But the majority I would say are still centered around companies who really have a focus on email marketing. Email is still one of the most cost effective ways to get the word out about new offers. A large part of our system was built with email marketers in mind and so it’s loaded with features that make it easy to manipulate their data. A lot of those same features help out businesses in telemarketing and direct mail as well.

Q: Can you give us some email marketing tips?

A: I love helping companies who want to learn more about email and how to scale things up. As you can imagine, every company and niche has its own circumstances. But if I had to offer a handful of quick tips, It would likely be the following:
1 – Ensure that 100% of your leads go through heavy validation and filtering.
2 – 80% of your email efforts will do better as an autoresponder than a solo campaign.
3 – Always give great info away for free. Value in email always wins in the long term.

I outlined some pretty extensive tutorials that guide marketers through best practices and email systems that involve multiple senders. I typically give it away to anyone interested whether they are a client or not.

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Q: What are your plans for the future?

A: Laws and regulations are rapidly changing the landscape around marketing and what you can do with consumer information. So the plan for us is to continue building features that marketers need, but to shift a substantial amount of resources to new technology for compliance domestically and internationally. There is a real a shortage of services out there right now that focus on technology that can protect marketers. We’re going to do it and feel like it will really pair well with the existing platform.