Traditional notions of how enterprise IT sales staff build so-called deal “funnels” no longer apply in markets like 2012. Today, product promotion campaigns must reach a much larger audience of enterprise IT prospects, than was the case 20 years ago. This extended reach is required to ensure that these campaigns produce an adequate number of sales leads, which, in turn, must be in place to support revenue forecasts in roughly the same proportion of sales leads to closed sales as was the case in 1992.
The substantial changes in the visibility requirement for product promotion campaigns result from the reality that the primary information-gathering medium for the majority of enterprise IT buyers, today, has shifted completely to the Internet from print media. In fact, many pundits are presently making the case that the real arena for enterprise IT product promotion has shifted even further, to mobile devices, including smart phones and tablets.
Regardless of the method used to produce sales leads, the leads, as we mentioned above, must be in place so that sales teams can hit their sales quotas. Therefore, in 2012 it is critically important to the success of online promotional campaigns for enterprise IT software that they achieve two broad objectives. These campaigns must produce
- A satisfactory volume of incoming messages, whether in the form of inquiries, in the form of online messages, email messages, or telephone calls and
- A satisfactory proportion of incoming messages from a truly promising set of prospects
Of course, the $64 million dollar question is how to define satsifactory for 1) and 2)? Further, what is the definition of promising for 2)?
Successful enterprise IT ISVs in 2012 will allocate the required resources to produce specific and highly useful definitions for these critically important terms. Further, once these businesses have defined these terms and, thereby, established their enterprise IT lead generation volume and quality targets, they will build out online promotional campaigns that use any and all available means, including, but not limited to:
- Search Engine Marketing
- Social Media Marketing
- Mobile Marketing
in conjunction with integrated direct marketing activities that utilize targeted electronic outbound product promotion campaigns along with teleprospecting to produce the levels of incoming engagement that they require and, thereby, to preserve the power of sales funnels as a predictive tool for revenue.
If your organization understands the need to re think funnel strategies you ought to consider IMB Enterprises, Inc. We welcome opportunities to collaborate with sales and marketing management to improve the success rate for both incoming and outbound prospect engagement. You can contact us online or telephone us at +1 631-673-2929. The first 15 mins of any consultation is always on us.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved