A study by Which? has found that British consumers receive an average of six cold calls a month, with three-quarters of people wanting cold calling to be banned for good.
B2B sales is a little different but while we’re advocates of picking up the phone and being proactive, why call 200 people a week who have no interest in your company or services when you can call 200 who are interested in what you offer?
Targeted marketing programs and increased understanding of customer motivations and requirements hold the key. This is where marketing automation comes into its own, enabling an organisation to optimise every visitor to its website, establishing who the visitor is, when they return to the website, where their interests lie and, crucially, when they are ready to buy.
The result gives sales people the knowledge to target their calls far more effectively, builds a complete picture of the customer journey and develops the relationship – resulting in higher conversions and improved ROI. What company wouldn’t want that?
No comments:
Post a Comment