Demand Gen Report

Tap Into Inbound Inquiries To Insure Relevance Of Outbound Campaigns
Demanding Views
Monday, 22 September 2008 19:00
We all know that things have changed -- buyers, not companies, are in charge and marketers are on the hook to play to customers' terms. And the terms that customers dictate require marketers to be prepared for being helpful with inbound inquiries to satisfy and persuade their prospects. That requires not only things like online search engine marketing to be found when customers are looking. It also requires multichannel customer analytics and intelligent systems to present the next best (i.e. relevant) offers on the spot while customers are inquiring by phone or still browsing the web site.

For example, within two weeks of moving to California, my family and I made a plethora of purchases to make ourselves at home. Yet, in our case, the telemarketers that were haunting our new phone number as soon as it got connected missed out on the opportunity of selling to us. From the moment when our Internet connection became live, we went researching online to make our buying decisions. At that point, the dialog was in our hands and any ads that we saw were relevant to our search and we were likely to click on them. As long as we believed that it was our own idea to do so, we were highly motivated, for example, to examine car financing options.

Although buyers are not listening when you talk, they have become more information hungry than ever in their research for buying decisions. This constitutes a great opportunity for those marketers who know how to be at the ready with the right information at the right time.

Another interesting shift is that while markets are increasingly concerned with their multi-channel strategies (as they should be), they also need to be aware that buyers do not think in terms of channel, rather the convenient way of accomplishing our goal. After all the product research my family did online during our shopping spree, we left most websites without completing a purchase.

For example, after narrowing down our choice of car make and model, the exact car and financing option that we picked was still sold to us the old-fashioned way—namely offline, and by a friendly sales person at the dealership. Of course, the opposite happened too. When we found products of interest in stores, we used comparison-shopping engines to find better prices online.

Marketers should take advantage of all inbound interactions to deliver the best offer, rather than just outbound messaging. If an offer doesn't work, they should have that next best (i.e. relevant) offer ready to present, regardless of which channel the interaction came through. And, most of all, because the buyer is in charge, marketers not only should, but need to focus on being helpful, not just on selling.


Akin Arikan is director of internet marketing at Unica Corp. and author of the recently published book, "Multichannel Marketing: Metrics and Methods for On and Offline Success."
blog comments powered by Disqus
 

Demanding Views

The Seven Deadly Sins Of Marketing Automation

Hayley Mullen UberflipBy Hayley Mullen, Content and Community Manager, Uberflip

I’m tempted to start by calling marketing automation the “hot new trend,” but “trend” implies something fleeting — and believe me, marketing automation isn’t going anywhere. Rather, more companies are realizing the need for marketing automation as part of their strategy, especially as content/inbound marketing replaces traditional in-your-face marketing.

If you’re new to marketing automation, the term can be misleading — automated means less work, right? Well, yes and no. A marketing automation platform will handle much of the grunt work, streamline existing processes, and provide the kind of insight into your audience that would take hours to dig up if done manually. But it’s not meant to take over your marketing for you. It’s meant to cut down on production time and lay the foundation for better marketing. Making the most of that is up to you.

Read more...

Bulletin Board

The 2014 B2B Buyer Behavior Survey

Demand Gen Report’s 2014 B2B Buyer Behavior Survey provides insights into how B2B buyers make their decisions. Buyers are waiting longer to engage with sales, but they are more satisfied with the process than in years past. For an in-depth look at this research, download the report now!

Download Now »

 

Solution Spotlight

Display Ad Targeting With Terminus

Terminus logoTerminus is a platform that provides B2B marketers with a more holistic approach to targeting leads by incorporating display advertising into their marketing strategy.

Read more...

Follow Us

 
 
 

Industry Events

Affiliate Summit East 2014

When: August 10 – 12, 2014

Where: New York, NY

This three day conference includes an exhibit hall with affiliates, merchants, vendors, and networks, as well as multiple tracks of educational sessions covering the latest trends and information from affiliate marketing experts.

Read more...
 
INBOUND 2014

When: September 15 – 18, 2014

Where: Boston, MA

INBOUND's purpose is to provide the inspiration, education, and connections you need to transform your business. This September, we will host thousands of marketing and sales professionals from almost every industry imaginable and from all corners of the globe at the Boston Convention & Exhibition Center. In 2013, we had 5,500 attendees from 35 countries, and we're excited to be bigger than ever this year.

Read more...
 
2014 B2B Marketing Forum

When: October 8 – 10, 2014

Where: Boston, MA

Are you armed and ready to meet the marketing challenges of today, tomorrow, and beyond? With technology and the way we live changing rapidly, B2B marketers have so many options and tools that it can be overwhelming. At the 2014 B2B Marketing Forum we will have inspirational speakers presenting on the hottest, smartest topics—giving you the knowledge you need to thrive in 2014, 2015 and beyond. Get ready to bullet-proof your marketing for the future and come out a modern marketing rock star!

Read more...