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.
The Distributed Marketing Blog focuses on connecting the dots for marketers with industry best practices, technology, tips, and techniques. The focus is on organizations with indirect and multi-channel marketing: insurance, healthcare, financial services, pharmaceuticals, franchise, retail, travel & tourism, and so on. However the practical tips will be useful to anyone who wants happier customers, better sales, and a streamlined marketing process.
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