Topic: Automate Customer Messaging to Turn Suspects into Qualified Prospects
Customer Message Management best practices call for aligning marketing content to the customer buying process. Upon closer examination, a significant part of the customer buying process occurs before sales people consider it a qualified lead and start a sales cycle. What are you doing to engage these large numbers of suspects – often referred to by sales people as a “sus-pool” – and cultivate them through the early stages of their buying process? How do you “warm-up” opportunities until they warrant more expensive personal sales attention? During this show, we will learn more about an approach for planning and automating customer messaging in a way that places content at various points of the early buying cycle; allows suspects to self-select the messages they need to advance their decision making; and ultimately tracks this activity to identify when a suspect crosses a pre-established qualified interest level. This is another excellent example of the AMA’s CMM Leadership Series mission – to increase marketing’s impact on sales effectiveness.
Target both the AMA's 38,000 members as well as the over 750,000 marketing professionals working today in the U.S. and Canada.
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