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Can Automation Shorten Your Sales Cycle?
Long, long ago, in a business model that has now been relegated to the history texts, lead generation means finding the name, address, and phone number of someone who could be added to a mailing list, or identifying a homeowner who would open the door to a salesman. Once you had the name and address, you simply be gan sending marketing messages to them.
It was a one-way communications channel. That was then -- in the era of push or outbound marketing, when the goal was to interrupt your prospects daily activity with a marketing message. Today, it's all about pull (inbound) marketing. You want information available when prospects are looking for it, and it's a two-way, very interactive communications channel.
The result according to today's article is a multi-channel world where multiple contacts, sometimes over a long period of time, reach prospects online, offline, and through social and mobile media. Manual processes can't keep up -- and automation is mandatory for businesses with complex distributed marketing selling models.
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