As we finish this current series on our opinion of the usefulness of cold calls for sales lead development in 2013, we need to present an approach that we think has more promise, namely a planned campaign that utilizes targeted email delivery of promotional collateral. As a preface, we need to note that we’ve substantially changed our opinion on the usefulness of email marketing over the last year.
Our approach to a coordinated direct marketing campaign, which, at a right moment, will also leverage telemarketing engagement with interested prospects, implements email as the method of delivering the marketing collateral that paves the way to engagement for the prospect. Our method is designed for tech businesses with highly targeted markets, and rather far removed from the type of email campaigns (often referred to as Drip Marketing (http://en NULL.wikipedia NULL.org/wiki/Drip_marketing) campaigns) that are currently ubiquitous.
Perhaps, in this context, our present opinion of the usefulness of email delivery for marketing communications pieces of promotional information is more consistent with our earlier view. To put it simply, lots and lots of enterprise tech buying activity is presently happening online, in the form of product research, customer ratings reviews, and even actual purchasing. Therefore, we think it makes sense for tech businesses to support the market’s interest in exploiting online resources, by communicating with potential prospects via email, at an early stage in lead development.
What we favor is an exchange of information. In other words, we design our email communication piece to solicit engagement with a prospect. We request information about something and offer some information of our own, in exchange. Of course, our intention is to establish a basis of communication with a prospect in a mutually safe space: We are not pushing, nor are we asking our recipient to buy anything. With little to lose but time, our bet is that recipients of our email communication will be more likely to share a glimpse of their specific experiences on a relevant topic, which will afford us an opportunity to send them a position paper, case study, success story, or press release.
Once the information exchange has been completed, our next piece of marketing communications collateral is sent to gauge any thoughts that our recipient may have on the information that we’ve sent to them. Of course, our inquiry also includes some candid thoughts of ours on the information that our recipient has offered to us.
Ira Michael Blonder (https://plus NULL.google NULL.com/108970003169613491972/posts?tab=XX?rel=author)
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