It may be surprising to some, but even in the social media, instant communication age, a somewhat slower communication method is still paramount in marketing: emails. Emails serve as the primary channel for lead generation for 89% of marketers, and for one in five companies, email marketing’s ROI is greater than 70-to-1. Email marketing isn’t leaving the marketing mix for a while, so adapting and using other marketing technology to augment emails is essential. Emails are a great way to employ data-driven marketing tactics, which is a way to add value to your marketing messages by utilizing unique customer data.
Today’s business to business sales process is more than just picking up a phone and calling dozens of numbers every day in the hopes of finding someone who is interested in your product. The modern sales process involves taking in information from a variety of places – website visits, social media follows, emails, and yes, some phone calls – and turning that data into information that can be used by a sales team to find people who are interested in purchasing. The wide range of data collected nowadays means that more often than not, a lead is not going to be someone who converts.
How can sales people work efficiently if they’re constantly being flooded by leads that, more than likely, are not worth the effort? Marketers and sales people have developed lead scoring systems that analyze and rank leads as they come in, so that the amount of time wasted pursuing bad leads is minimized.
When it comes to business to business sales, even if a marketer doesn’t use a specific CRM program, customer relationship management is essential to growing a company’s customer base. Whether one uses social media as a primary management tool, or uses a dedicated CRM tool, keeping up with prospects is something that takes a lot of energy for a marketing department. CRM programs are designed to take on some of the heavy research and streamline the information, and many programs do that well. VisitorTrack, though, is a way to make those powerful CRM programs even better, by letting users leverage web visitor tracking data.
4 Tactics for Marketers to Help in the Delight Phase of the B2B Buyer’s Journey
In yesterday’s blog, we covered some statistics about why the delight stage is so important for retaining customers and growing them into fans of your products. So what can marketers do to have impact in the delight stage? Here are a couple of ideas:
The Delight stage of the buyer’s journey is easy to overlook for marketers. Because marketing has so much to do with attracting and converting leads, sometime the follow-up process falls by the wayside, or is passed onto the plates of the sales and customer service representatives within an organization.
But consider these statistics: (more…)