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posted on:
6/17/2011 10:08:34 AM EST
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Steps to Improve your Web Marketing
internetmarketing, websitevisitors
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As B2B sales organizations increasingly shift their marketing spend to the Internet, more and more avenues for online lead generation open up, leading to a much greater number of leads being passed to sales. While producing more leads certainly meets a key performance indicator of many marketing directors, it may not necessarily be as valuable, or accommodating to the
sales department, as producing more qualified leads.
Fortunately there is a solution. Using off-the-shelf technology, touch points with a prospect can be unified into one cohesive platform, where interactive marketing tools were formerly disparate. By aggregating all prospect interaction data into one system, B2B sales organizations gain significant marketing and sales efficiencies, effectively increasing their sales pipelines without having to increase spending on lead generation.
The five tactical steps are as follows:
• Automate lead scoring to optimize sales reps’ time
• Nurture leads through drip marketing emails
• Understand prospect interest level and desires through micro-web analytics
• Identify companies before pre-conversion with website caller id
• Continually refine the process using automation rules
In the five steps that follow, you will see how implementing a marketing automation solution will maximize your on-going investment in lead generation, facilitate turning your existing “suspects” into prospects, and double the value of your web marketing.
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