One of the key elements of Marketing Automation is the ability to track and then score how prospects navigate your website. The idea assumes that certain behaviors (clicks, downloads, etc.) indicate a relative level of interest in your products or solutions.The problem is that, in many cases, the person doing the research by visiting your site is not the decision maker but, more often, an assistant or surrogate. This is more likely the case if you have complex products being marketed to equally complex companies and decision making environments.In this case, there is some level of interest no question - but just how much interest and the locus of their concerns requires direct engagement in a conversation that allows you to quality and quantify need, imperative and interest as well as who are the relevant decision makers who will engage in any purchase decision.
The best time to do that is precisely when the prospect is nibbling, and that may be the best time to have ETI initiate a contact on your behalf. We’ll get in front of the prospects, identify all of the key stakeholders, and engage in a (consultative) dialogue to ferret out all of the dynamics of the situation and fully qualify it. If you don’t do it first, then your competition might beat you to the punch. Remember, the prospect isn’t waiting around for their score to get higher.
For more information about how we can help you maximize your Marketing Automation investment give us a call at 914.747.3030. (We already have successful integrations with Eloqua, MarketBright and ActOn.)
And, if you haven’t yet invested in a marketing automation solution, but have an interest in exploring one, we’d be happy to work with you to make that happen.