When you need to consult a pro about Marketing Pro, you start with Brittany Burgess.
The senior customer advocacy specialist for ServiceTitan got into the trades industry by performing administrative work for an HVAC company in 2012 in Houston. Later, she worked for shops with heavy commercial and then heavy residential customer bases.
At her last stop, the company served as a beta Marketing Pro customer for ServiceTitan.
"I was right there in the beginning, helping to give feedback on Marketing Pro and learning how to implement it into our day-to-day functions," Burgess says.
Burgess now works with ServiceTitan's Torch Network, a group of power users similar to FieldRoutes' Pathfinder Network.
"There weren’t really a lot of best practices around it, so I had to figure them out myself," Burgess says. "And now, working with the Torch Network, I get to meet with a lot of shops day-to-day, and I get to see how they're utilizing it. That has kept me up to date on my knowledge."
Marketing Pro is an integrated solution in the FieldRoutes software uniting powerful marketing automation with a customer's FieldRoutes database. An owner or a marketing manager or director for a pest control company can create hyper-targeted audience segments, automate and track campaigns, and build emails and direct mail based on events occurring inside FieldRoutes.
Marketing Pro will enable a company to engage and nurture its customers for upsell, cross-sell, and renewal opportunities with highly targeted, email and direct mail campaigns that put the right messages in front of the right customers at the right time.
In short, Marketing Pro makes it easy for businesses to acquire the customers they want and to market the relevant services to their existing customers that don't have them—all at scale.
"The biggest thing is being able to get your audience updated in real time as your customers are added into your software," she says. "I know a lot of clients have tried to use external email providers or even direct mail providers. But every time you do that, you have to pull a customer report, and it takes a lot of extra time and it's manual work.
"Within Marketing Pro, you can set an audience one time. And when you add a new customer that fits that audience, they're auto-loaded into the audience. You don't have to keep going back and figuring it out."
If you're considering Marketing Pro, or you're just getting started, Burgess offers her top five things you'll need to do to begin seeing results showing more closed leads and increased revenue from your customers:
Determining your company’s intent should be the first step.
"It could be being more efficient," Burgess says. "It could be growing your business. It could be providing an excellent customer experience. No matter what those goals are, you can tie specific campaigns to those goals."
Following up on a visit that hasn’t been booked, for example, doesn’t need to require a phone call.
"Having an email automatically go out instead can save a lot of time," Burgess says.
A business will need to reach different sets of customers with different messages, and segmentation is a powerful Marketing Pro tool.
"You want to think, 'What are the buckets that my customers fit into?'" Burgess says. "Maybe it's a welcome email for new customers.”
"Brand-new customers, first job, they just booked their work with you for the first time. You want to send them a nice email that says, 'Welcome. Thank you so much for choosing us.'
"Maybe you have multiple different services that you provide, and you would like to cross-promote. When somebody chooses you for one service, at some point you want to remind them, 'Hey, we do this other service, too,' so that they can keep you in mind for their other needs as well."
Audiences can be targeted with timely and relevant campaigns that are automatically sent when certain criteria are met.
Burgess suggests setting up campaigns one at a time in Marketing Pro, then you can spend more time developing strategy and serving customers.
"You can get them all buttoned up, and you don't have to worry about them ever again," Burgess says.
A monthly newsletter or a seasonal email, such as a reminder that your company provides mosquito service when the weather warms, could fall into this category.
"You should be changing up your content in newsletters, but you do need to remember to do them," Burgess says. "So figuring out what one-time emails will look like: Is that something I can have ready to go, or something I need to put on my schedule to do on a consistent basis?"
Besides the templates available in Marketing Pro, you can find additional branding looks involving your company's colors and logo from a tool such as Canva.
"Also, if you're lacking some creativity, don't be afraid to bounce ideas off AI," Burgess says. "It's not scary."
Whether it's direct or email marketing, you should be ready to turn Marketing Pro into a time-efficient opportunity to mitigate the cost of acquiring customers, prevent them from churning, and measure ROI as you engage with customers and prospects.
Click below to get a free demo and see how you can put Marketing Pro to work for your business to accelerate growth and drive more revenue.
