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Is cold calling dead? Importance of Marketing Automation

19 Mar
Published by gruti
Marketing Automation

It is time to acknowledge that the discipline of lead generation for sales is changing radically. In the last decade or so, marketing departments of IT companies would have a two-tier approach on how to allocate their resources: - Awareness and branding activities - Telephone-based pre-sale team calling prospects from their database to try to connect with end-users interested in renewing their networking infrastructure, therefore ready for a conversation with sales This scenario changed completely due to the fact that nowadays buyers in general and in our case IT managers, have access to all the information on products they are interested in and the lead generation process start during this phase, so much earlier than historically. Marketing departments started realizing that their role in facilitating the buying process, must shift from the attempt to push a sales process through classic lead generation and cold calling, to the use of the so called marketing automation. Wikipedia gives a classic definition of Marketing Automation: “The name given to software platforms designed for marketing departments and organizations to automate repetitive tasks is Marketing Automation. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error. It was originally called email marketing automation”. Let me try to de-codify this definition. Marketing automation software is a technology that helps marketing managers to track and analyse online behavior (or the digital body language as some call it) of prospect buyers, especially when they are on your website. For example, if a potential buyer regularly visits a specific area of particularly high value, then this will enhance their lead score, indicating that they are ready to engage with sales in a discussion around purchasing. So this might be the appropriate time for the sales team to pick up the phone and call. Example of high value area in your website could be the “product and service” section, or even a specific product in that section. Also, a high value area could include the pricing page, the ‘contact us’ tab, or a website page where visitors go for further information. Marketing automation is also considered to help improving the communication between sales and marketing departments by being integrated with the company’s CRM system. What marketing automation cannot do is to collect all the data about your prospects relevant to lead generation, but it definitely can provide you with an informative picture of their online behavior and predict what the next phase could be. In conclusion, even though we discussed of the relevance of marketing automation software in the lead generation process and in general in the buying process, the phone and the pre-sales team role is not an obsolete concept in the said process, especially in the lead qualification phase. Lead generation software today focus on the entire lead lifecycle, from the engagement phase, through lead nurturing and scoring.Pre-sales phone teams are an integral part of this process but not the only aspect of it in today’s environment.

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