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Marketing Operations • Sales Enablement • Telemarketing
The other day someone said to me, “When it comes to cold calling, it’s really just a numbers game. By reaching out to 100 people per day, there’s bound to be someone who says yes.” The comment took me by surprise and I thought to myself, “Wow, do people really think that’s all there is to cold calling? Read full storyVN:R_U [1.9.7_1111]Comments
The holidays will soon be upon us, and it’s a perfect time of year to reflect on the wishes of those who are important to us. Have you ever thought about how your prospects would like you to communicate with them?
Hint: It’s Not Robocalls
Do you ever get those Robocalls where a recording immediately tells you not to hang up because this is an important life-changing call? And what do you do? More likely than not you hang up. Why? Because you know it’s not an important call otherwise there would be somebody on the other end of the line talking with you personally.
Such a rarity in these days of automation.
And yet so powerful because it adds a human touch.
Get Personal, Get Human
If someone calls you and asks you how you are, the problems you may be facing and how they might be able to help you, you’re likely to engage with them. After all, the conversation is all about you. What could be better?
You’re also more likely to respond if you receive a personalized email than one that’s blasted to the masses. In fact, according to an email marketing survey by Experian Marketing Services, personalized emails convert at six times the rate of one-size-fits-all emails.
So how can you add the human touch to your communications and be more successful with lead generation and nurturing? Get to know your contacts, prospects and clients.
Use Technology Wisely
A study by Sirius Decisions claims that the adoption of marketing automation technology is expected to increase to 50% by 2015. Technology is coming down the pike to help increase the efficiency of our interactions with customers. We have to be careful, however, to use it in ways that help to build a customer relationship … not just in ways that make our lives easier.
You can use technology to observe how contacts interact with your emails and online communications. These observations will enable you to gauge their level of interest as well as subjects that pique their curiosity. But while marketing automation helps define lead generation activities and aids in lead nurturing, you still need to nurture human relationships for B2B sales. And you can only do that through one-on-one conversations.
A Cautionary Tale from Customer Service Departments
We’ve all seen how technology has run away with customer service. When you call a company’s customer service department, it’s a rare luxury to reach a live person. Instead customers are forced to listen to endless menus of options and to recordings telling them how important their call is.
There should be no need for a company to tell you your call is important. They should show you it’s important … by picking up the phone.
Clearly this is a case where companies have used automation to cut costs and make it easier for them to handle customer issues. Automation has not been used to enhance the customer experience.
So, when you put together your lead generation and nurturing plans, put your prospects and customers first. Think about their communication wishes. You’ll likely realize that a customized mix of personal telephone and email outreach will make your contacts feel valued and produce optimum results for your organization.
Jeff Kalter is CEO of 3D2B, a global business-to-business telemarketing company that bridges the divide between marketing and sales. He leads customer acquisition programs for Fortune 500 companies and is passionate about building strong business relationships through professional phone conversations.VN:R_U [1.9.7_1111]1 Comment
Cloud Computing • Marketing Operations • Social Media Marketing
Your website is full of excellent content with visually appealing graphics and great videos. You’ve spent a ton of time building authority, establishing qualified links, pouring over Search Engine Optimization (SEO) and PPC (Pay Per Click) marketing methods and you still aren’t seeing the results you were hoping for — is your web hosting service holding you back? Read full storyVN:R_U [1.9.7_1111]Comments
Demand Generation • Marketing Operations • Social Media Marketing
One of the biggest challenges that online ventures face is growing their business in this competitive marketplace. With so many marketing options to choose from, often the number of choices will dwindle when faced with a tight budget. Read full storyVN:R_U [1.9.7_1111]Comments
Demand Generation • Social Media Marketing
Since the explosion of social media, digital marketing has become an indispensable tool for marketers, especially in the B2B industry. And for several years, both Google Plus and LinkedIn have been competing for the top position among business networks. Read full storyVN:R_U [1.9.7_1111]Comments
Channel Marketing • Social Media Marketing • VAR/Distributor
Be honest: You’re tired of your organization’s marketers and salespeople arguing over what makes content useful. We hear this argument all the time, and it’s one of the reasons we’ve come up with a best-practice-based method for creating great sales content. Read full storyVN:R_U [1.9.7_1111]1 Comment
Channel Marketing • Sales Enablement • VAR/Distributor
In earlier blogs about the move to selling more subscription-based software and services by vendors and their resellers, I’ve mentioned the concept of ‘the rule of 78s’ — a term that helps demonstrate the intriguing aspect of moving from a business model driven by big chunks of one-time, high-margin revenue to one where the financial rewards are reaped more gradually over time. Read full storyVN:R_U [1.9.7_1111]Comments
Demand Generation • Mktg Communications
IT executives are preparing for the next big thing in IT. Of the most realistic trends for 2014, we’re seeing technologies with overlapping software and systems support. We also see a sharp rise in the role of the internet in business as it relates to mobile and cloud-based device implementation. Read full storyVN:R_U [1.9.7_1111]Comments
Channel Marketing • Event Marketing • VAR/Distributor
In case you missed the buzz, I’d like to point out some very interesting channel best practices events worth taking a look at… Read full storyVN:R_U [1.9.7_1111]Comments
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