In professional services, creating and sustaining long-term relationships with clients is ultimately a business’ most critical challenge. With multiple mediums and devices competing for your Special leads audience’s attention daily, the new era of marketing is all about an integrated conversation with a client. Organizations must truly understand their audience, which means allowing clients the opportunity to engage and interact with a company. In this way, Special leads their preferred behavior can surface and a deeper understanding is gained by both client (in relation to the offerings) and the business (in relation to client behavior).
This integrated conversation provides the business with a line of sight from prospect Special leads to profit. This is valuable in itself, but becomes even more powerful as a way for marketing departments to demonstrate their impact beyond lead generation to sales, revenue growth and ROI. From an internal perspective, it is imperative that Special leads the marketing, sales, IT, and finance departments are fully aligned. Marketing automation is the catalyst for this, allowing for better understanding of prospect and client lifecycles. With this understanding, businesses Special leads can develop the appropriate ‘trigger’ for when action should be taken and by whom.
Marketing can nurture customers through the sales funnel more efficiently and in Special leads a personalized manner, leading to increased lead generation – thus providing sales with Marketing Qualified Leads (MQLs). In turn, sales can then focus their time on their best prospects to close deals, resulting in increased conversion and a significantly Special leads reduced cost of sales. From a financial point of view, this is an attractive proposition. Recently, one of our clients – a global professional services company that invested in marketing automation as part of their digital transformation – moved to an inbound marketing model.