Lead generation
Marketing automation has revolutionized direct b2b marketing. No longer confined to branding, direct marketers now drive the lead-generation process, historically a sales function in b2b. As recently as 15 years ago, salespeople were communicators and influencers, and b2b companies powered sales with as many reps as their budgets would allow. This strategy worked until prospects discovered the Internet, went elsewhere for information and avoided the salespeople until the very end of their self-guided evaluations. Sales teams discovered that 85% of their prospecting calls were going to voice mail and 80% of b2b buyers found their vendors online. Then marketing came to the rescue with automated direct-marketing strategies designed to educate buyers and build interest. Rapid expansion of the Web and supporting technologies spurred the need for better tools to manage direct marketing programs and the enormous volume of content they require. Marketing automation arrived just in time to help companies deliver content in a highly targeted way and begin the digital dialog with prospects.
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