A recent Q&A conducted by Marketing Week with national and global brands, including Telefonica/o2, AXA Insurance and Toyota, shows how organisations are getting closer to their customers but marketers are still facing issues when obtaining information.
The heads of research and marketing discuss innovative research techniques which have impressed them, the majority of which are often related to online and digital methods.
These specialists are also concerned with hold-ups in the information retrieval process and how this is frustrating in terms of being able to deliver results. Issues for a number of the brands include targeting the right people and problems with measuring research and the data obtained. The problems highlighted here are apparent for both the B2C and B2B industries.
Profunnel’s marketing software can be integrated to assist marketers with numerous processes, overall contributing to better results. From the demand generation platform, marketers are able to track and monitor website visitors and their activity via web forensics. B2B lead generation is improved as automated personalised emails, created from valuable information, are sent relating to visitor interest. Such targeted email marketing will allow the sales team to build their engagement with prospects and increase interest in the company. Both these factors are crucial for turning prospects into customers.
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