With well over 1,000 technology vendors trying to sell some type of marketing technology in more than 40 categories, it’s no wonder that marketing specialists often describe themselves as feeling ‘overwhelmed’. To be sure, the rate of adoption of marketing technology is astonishingly low among mid-market B2B companies—except those in the software industries: other industries are using, on average, only two highly regarded marketing technologies despite the saturation of products available.
While it’s easy to say that this is a wasted opportunity, it is important to reflect on what IT professional services and IT products are available to improve the sales and marketing funnel. Here’s a look at the four most important things that every business leader should know about IT products and services that help with sales and marketing.
Utilize Email Marketing
When the Internet was still novel, the phrase ‘You’ve Got Mail’ brought squeals of joy and excitement. After decades of unsolicited spam piling up, Nigerian prince schemes, and assurances of undeserved wealth flooding the average inbox, how effective is email marketing? Is it still an effective approach to garnering sales?
The short answer is yes. With an effective email marketing campaign, the possibilities for growth are endless.
Stay connected
It’s common knowledge that many customers require several touchpoints with a company before committing to a purchase. Email marketing is an easy way to ensure this happens. To be sure, the majority of customers seek out email marketing campaigns to stay informed about their favorite businesses. Global information powerhouse Nielsen reported in 2014 that 28 percent of consumers subscribe to a company email list to stay informed about business activities.
Nearly 60 percent of moms in the United States reported to Loyalty 360 that they would sign up for email marketing if rewards were offered. And companies who do choose this route are often rewarded with increased sales and improved customer loyalty. In other words, there is a definite value in staying connected via email.
Easy integration
With the advent of IT marketing techniques and tools, email campaigns have an advantage: they are versatile enough to integrate seamlessly with most other marketing strategies. It is also an easy technique that can be used to personalize interactions with consumers. Business leaders who utilize personalization features available through modern IT see huge profit gains.
Inexpensive
Perhaps the most alluring of reasons to pursue email marketing stems from the fact that it is the least expensive IT solution available. For business owners on a budget, it can be a more effective and affordable option than direct mail, TV advertisements, or radio spots. While it is something many business owners struggle to find time for, hiring a marketing professional to undertake the process is also an option.
This post is an excerpt from an article that first appeared here and is reproduced with permission from Tenfold. For more, check out the full article here.
