Many people have heard the buzz about marketing automation. But what exactly is it and what’s all the commotion?
Marketing automation (MA) marketing automation refers to the crucial software and tactics that help to nurture prospects through highly personalised and useful content.
In a nutshell, marketing automation refers to software that automates your marketing for you. The end goal of which is to convert prospects into customers.
Over recent years there has been a lot of noise generated about inbound marketing, and how it will replace traditional – mainly outbound – marketing channels.
Yet the reality isn’t quite that straightforward, as both inbound and outbound marketing can be effective.
The trick is choosing the right one for YOUR business.
As with many marketing agencies, we often work with customers who have used other forms of marketing and/or agencies previously and who have been disappointed with the results.
One area that never ceases to amaze us is how little genuine intelligence some customers have about their prospects.
The primary reason that many B2B businesses initially embark on a telemarketing programme is to generate sales leads.
An effective full-time telemarketer needs a target market of between 4,000 and 6,000 companies to avoid calling the same businesses too often. Because most B2B businesses have a limited market, there are few SMEs that actually need a team of telemarketers – or even one full-time telemarketer.
Although there has been a shift to digital marketing, many marketers have found that new marketing solutions often haven’t lived up to the hype.
Telemarketing is one of the traditional channels that many marketers are starting to revisit, as it is a tried, tested and proven method for generating sales leads and appointments.
You may think the above statement is a bold one. Perhaps it is a little stereotypical and judgemental, but bear with us, we have our justifications.
In B2C, generally the buying decision is fairly simple and often it’s a low value purchase with little risk or consequence if the wrong decision is made. Usually in B2C Sales, the salesperson knows more than the purchaser, and has only a handful of frequently asked questions that they need to learn how to answer effectively.
We all know that B2B marketing has changed a lot in recent years. This change is clearly a threat to many businesses but it also presents a great opportunity for businesses that are able to adapt.
For example, buyers spend more time researching potential solutions on the internet and as a result B2B businesses are creating more content to respond to the demand for information. This isn’t new news for most businesses.
Especially in the competitive B2B environment, you can’t just sit back and wait for the enquiries to come in. Buyers have changed and marketing plays a key role in ensuring that you are visible to them and seen as a credible supplier.
Marketing your business takes time, money and resource though so how do you get the best value from the investments. Should you hire a marketing manager or source external help?