The rise in digital marketing seems set to continue. Its speed of delivery, measurability and low entry cost make digital an attractive tool for any Marketing Manager.
The emphasis on digital marketing has affected investment in other channels. So have we lost sight of the benefits that ‘live’ human interaction can bring to B2B sales?
State of Conversational Marketing 2019 [Free Report]Drift
What does a great customer experience look like today? In a world where we now expect instant responses to our questions, and where we can order just about anything online with a few clicks and have it delivered to our door that same day, how can SaaS and B2B companies up their game in order to meet (and exceed) those new expectations?
At Drift, we decided to team up with our friends at SurveyMonkey Audience to find out.
In our new report, the 2019 State of Conversational Marketing, we explore how and why customer expectations are evolving and highlight key conversational marketing trends and benchmarks that will help your company become more customer-centric (and, in turn, drive more revenue).
To download the full report, go to: https://www.drift.com/state-of-conversational-marketing/
Open any business journal, and inevitably you will see an article about digital transformation. It is a buzzword in today’s marketing, business and strategy world. But how does that apply to professional services firms? During this session, at the 2017 Legal Marketing Association Annual Conference, we look at how to move beyond discreet digital projects (i.e. creating a website, amplifying your message through social and/or fine-tuning your email communications) in favor of a comprehensive multi-year strategy that focuses on continuous improvement, optimization and multi-channel communications. We examine how law firms and other professional services organizations are investing in digital as a core business development and marketing asset.
Specifically, we touch on how to:
1). Break free from the confines of defined project stages (beginning, middle, end), and instead adopt a more fluid approach that allows for continuous, incremental investment
2). Plan strategic short-term actions that will support a long-term vision
3). Collect, analyze and apply data in order to sustain digital momentum
4). Tackle budgeting and assemble strong cross-functional teams to support digital efforts
5). Implement a governance plan to measure and promote progress year after year
Customer loyalty is dynamic, compelling and changing all the time. Awareness of a loyalty program’s importance was once relegated solely to a handful of sponsors of a program at a company, or those of us toiling in our industry to support the program. Today, loyalty programs are an enterprise initiative — reflective of the customer experience of brands, managed by customer service, finance, marketing, operations and IT, driven by segmented media and consumer campaigns, and expected to drive ROI, fostering lifelong connections and creating lifetime brand value.
The loyalty and customer experience landscape has been positively impacted by several exciting trends:
- The analyses of Big Data which derive meaningful consumer behavioral insights. We challenge ourselves and our clients to use it to create genuine experiences versus the more simplistic points-for-rewards stereotypes
- The need for devices and channels (think smartphones, tablets, digital signage, kiosks, radio, TV, print, etc.) to create a consistent customer experience. We need to build omnichannel loyalty programs, and then mine the data sets they create
- The importance of having programs that appeal to both the rational and emotional sides of the brain — emotional connections can include elements of gamification and social media, while rational are the tangible rewards e.g. discounts or coupons
These trends – and other insights – form the backbone of the Kobie Knowledge Quarterly Review. Our goal is to bring to you loyalty landscape commentary and analyses of where the loyalty industry is heading. We welcome conversations about loyalty through our observations, commentaries, insights and, in some cases, criticisms of the developments taking place.
We hope the Kobie Knowledge Quarterly Review leaves you with a greater appreciation that customer loyalty isn’t just about the program itself. Or even solely for driving ROI and heightening customer engagement. Loyalty, the bond an individual makes with another, is central to the human condition. It’s about reciprocity, faith, trust and at its greatest intensity, a type of moral obligation, akin to the connections we forge with family and friends.
Brands and businesses, the best ones, are no different.
Michael Hemsey, President
Kobie Marketing, Inc.
For a while now we've been discussing where the big opportunities for B2B brands are. Here's my take on what I think needs to happen next in the world of B2B Marketing
In the rush to digital, B2B marketers have ignored a crucial element that salespeople and buyers need: direct human interaction. Sales teams know that calls close customers, and 97% of B2B technology buyers want direct interactions with the provider during the research and purchase process. So why have we left voice conversations behind?
In this webinar, Invoca CMO Eric Holmen and guest Forrester Analyst Lori Wizdo examine:
-Why the inbound call channel is crucial for B2B sales and marketing teams
-Why customer preferences should dictate a non-linear customer life cycle
-How to integrate the human channel into your digital world, and get more buyers calling
State of Conversational Marketing 2019 [Free Report]Drift
What does a great customer experience look like today? In a world where we now expect instant responses to our questions, and where we can order just about anything online with a few clicks and have it delivered to our door that same day, how can SaaS and B2B companies up their game in order to meet (and exceed) those new expectations?
At Drift, we decided to team up with our friends at SurveyMonkey Audience to find out.
In our new report, the 2019 State of Conversational Marketing, we explore how and why customer expectations are evolving and highlight key conversational marketing trends and benchmarks that will help your company become more customer-centric (and, in turn, drive more revenue).
To download the full report, go to: https://www.drift.com/state-of-conversational-marketing/
Open any business journal, and inevitably you will see an article about digital transformation. It is a buzzword in today’s marketing, business and strategy world. But how does that apply to professional services firms? During this session, at the 2017 Legal Marketing Association Annual Conference, we look at how to move beyond discreet digital projects (i.e. creating a website, amplifying your message through social and/or fine-tuning your email communications) in favor of a comprehensive multi-year strategy that focuses on continuous improvement, optimization and multi-channel communications. We examine how law firms and other professional services organizations are investing in digital as a core business development and marketing asset.
Specifically, we touch on how to:
1). Break free from the confines of defined project stages (beginning, middle, end), and instead adopt a more fluid approach that allows for continuous, incremental investment
2). Plan strategic short-term actions that will support a long-term vision
3). Collect, analyze and apply data in order to sustain digital momentum
4). Tackle budgeting and assemble strong cross-functional teams to support digital efforts
5). Implement a governance plan to measure and promote progress year after year
Customer loyalty is dynamic, compelling and changing all the time. Awareness of a loyalty program’s importance was once relegated solely to a handful of sponsors of a program at a company, or those of us toiling in our industry to support the program. Today, loyalty programs are an enterprise initiative — reflective of the customer experience of brands, managed by customer service, finance, marketing, operations and IT, driven by segmented media and consumer campaigns, and expected to drive ROI, fostering lifelong connections and creating lifetime brand value.
The loyalty and customer experience landscape has been positively impacted by several exciting trends:
- The analyses of Big Data which derive meaningful consumer behavioral insights. We challenge ourselves and our clients to use it to create genuine experiences versus the more simplistic points-for-rewards stereotypes
- The need for devices and channels (think smartphones, tablets, digital signage, kiosks, radio, TV, print, etc.) to create a consistent customer experience. We need to build omnichannel loyalty programs, and then mine the data sets they create
- The importance of having programs that appeal to both the rational and emotional sides of the brain — emotional connections can include elements of gamification and social media, while rational are the tangible rewards e.g. discounts or coupons
These trends – and other insights – form the backbone of the Kobie Knowledge Quarterly Review. Our goal is to bring to you loyalty landscape commentary and analyses of where the loyalty industry is heading. We welcome conversations about loyalty through our observations, commentaries, insights and, in some cases, criticisms of the developments taking place.
We hope the Kobie Knowledge Quarterly Review leaves you with a greater appreciation that customer loyalty isn’t just about the program itself. Or even solely for driving ROI and heightening customer engagement. Loyalty, the bond an individual makes with another, is central to the human condition. It’s about reciprocity, faith, trust and at its greatest intensity, a type of moral obligation, akin to the connections we forge with family and friends.
Brands and businesses, the best ones, are no different.
Michael Hemsey, President
Kobie Marketing, Inc.
For a while now we've been discussing where the big opportunities for B2B brands are. Here's my take on what I think needs to happen next in the world of B2B Marketing
In the rush to digital, B2B marketers have ignored a crucial element that salespeople and buyers need: direct human interaction. Sales teams know that calls close customers, and 97% of B2B technology buyers want direct interactions with the provider during the research and purchase process. So why have we left voice conversations behind?
In this webinar, Invoca CMO Eric Holmen and guest Forrester Analyst Lori Wizdo examine:
-Why the inbound call channel is crucial for B2B sales and marketing teams
-Why customer preferences should dictate a non-linear customer life cycle
-How to integrate the human channel into your digital world, and get more buyers calling
HubSpot surveyed 167 professionals on where they spend their marketing dollars, unveiling that companies that spend more money and effort on inbound marketing experience a lower cost per lead.
Today’s buyers want the right content to fall into place at just the right time, but only 21 percent say the marketing messages they receive are “usually relevant.” So, what can you do in 2016 to better nurture contacts through the buying process and inspire loyalty among existing customers? Check out these 10 key trends that will shape digital marketing in 2016 and learn how you can deliver the outstanding cross-channel experiences your contacts want. Or, download the full white paper here: http://bit.ly/1Nv7X6q
White paper on the success of modernized telesales approaches in large sales cycles. Telesales 2.0™ is the #1 way to engage with technology stakeholders, progress your pipeline and retain opportunities to realize revenue.
Get 150+ pages of actionable insights for smarketing - smart & aligned sales & marketing.
Mike Tyson once said that everybody has a plan until they get punched in the mouth.
The coronavirus has punched us all – humans and businesses.
We need a new plan.
The old sales & marketing techniques are not going to survive 2020.
Welcome to the world of Smarketing – smart aligned sales & marketing.
ROI for Optimal Lead Quality for B2B Demand GenAsad Haroon
How do your leads measure up? Knowing the answer to that question is key to getting the best results. Judging any lead source without using the appropriate metrics can be very counterproductive.
The Missing Piece of Marketing Automation: Your PhoneDialogTech
The first step toward strengthening your marketing is making better use of a tool that is already on your desk: the phone. If your business already uses a marketing automation system, the phone is often an underappreciated part of the automation equation. And if your company doesn’t yet use marketing automation, there is no better and simpler place to start with marketing automation than by using the tool you already use every day. In part because of all the marketing advances outlined above, businesses often take the phone for granted. We forget that simply talking with your customers can effectively market and grow your business.
Whether you’re sending an email newsletter, a special offer or an invitation, email marketing delivers your message and helps your business skyrocket! Email marketing has an average return on investment of more than $44 for every $1 spent!
Customer centricity and marketing automation keynote presentation at Direct a...Michael Leander
Customer centricity and marketing automation in focus.
Michael Leander's presentation form Direct & Digital Marketing Conference in Lisbon, Portugal. Great conference organized by Mediapost Portugal.
Other marketing speakers at the conference included Drayton BIrd, Yonathan Dominitz and Nuno Costa.
Buyer behaviour in complex B2B sales has changed dramatically in the past 5 years. In this white paper we look at the characteristics of high-tech B2B sales and marketing and what you should do today to generate demand for your technology products and services.
PSV Academy: Data architecture for a data-driven sales approachPSVAcademy1
Kristian Simonsen. Here's a guy that has been-there-done-that for quite some time in the startup world. Meet Kristian, who managed to increase Templafy's opportunity pipeline by 533% and MRR by 236% in one year, by redefining their CRM structure and acquiring the right software solutions. He went on to TwentyThree where he also delivered amazing results by completely changing their existing CRM setup and creating an ICP to follow to streamline daily sales tasks.
HubSpot surveyed 167 professionals on where they spend their marketing dollars, unveiling that companies that spend more money and effort on inbound marketing experience a lower cost per lead.
Today’s buyers want the right content to fall into place at just the right time, but only 21 percent say the marketing messages they receive are “usually relevant.” So, what can you do in 2016 to better nurture contacts through the buying process and inspire loyalty among existing customers? Check out these 10 key trends that will shape digital marketing in 2016 and learn how you can deliver the outstanding cross-channel experiences your contacts want. Or, download the full white paper here: http://bit.ly/1Nv7X6q
White paper on the success of modernized telesales approaches in large sales cycles. Telesales 2.0™ is the #1 way to engage with technology stakeholders, progress your pipeline and retain opportunities to realize revenue.
Get 150+ pages of actionable insights for smarketing - smart & aligned sales & marketing.
Mike Tyson once said that everybody has a plan until they get punched in the mouth.
The coronavirus has punched us all – humans and businesses.
We need a new plan.
The old sales & marketing techniques are not going to survive 2020.
Welcome to the world of Smarketing – smart aligned sales & marketing.
ROI for Optimal Lead Quality for B2B Demand GenAsad Haroon
How do your leads measure up? Knowing the answer to that question is key to getting the best results. Judging any lead source without using the appropriate metrics can be very counterproductive.
The Missing Piece of Marketing Automation: Your PhoneDialogTech
The first step toward strengthening your marketing is making better use of a tool that is already on your desk: the phone. If your business already uses a marketing automation system, the phone is often an underappreciated part of the automation equation. And if your company doesn’t yet use marketing automation, there is no better and simpler place to start with marketing automation than by using the tool you already use every day. In part because of all the marketing advances outlined above, businesses often take the phone for granted. We forget that simply talking with your customers can effectively market and grow your business.
Whether you’re sending an email newsletter, a special offer or an invitation, email marketing delivers your message and helps your business skyrocket! Email marketing has an average return on investment of more than $44 for every $1 spent!
Customer centricity and marketing automation keynote presentation at Direct a...Michael Leander
Customer centricity and marketing automation in focus.
Michael Leander's presentation form Direct & Digital Marketing Conference in Lisbon, Portugal. Great conference organized by Mediapost Portugal.
Other marketing speakers at the conference included Drayton BIrd, Yonathan Dominitz and Nuno Costa.
Buyer behaviour in complex B2B sales has changed dramatically in the past 5 years. In this white paper we look at the characteristics of high-tech B2B sales and marketing and what you should do today to generate demand for your technology products and services.
PSV Academy: Data architecture for a data-driven sales approachPSVAcademy1
Kristian Simonsen. Here's a guy that has been-there-done-that for quite some time in the startup world. Meet Kristian, who managed to increase Templafy's opportunity pipeline by 533% and MRR by 236% in one year, by redefining their CRM structure and acquiring the right software solutions. He went on to TwentyThree where he also delivered amazing results by completely changing their existing CRM setup and creating an ICP to follow to streamline daily sales tasks.
What does it take to deliver a superb customer journey in today's globally connected and always-on world? Learn why moments matter and how Smarter Commerce is letting businesses apply insights and data to reach out to and engage customers at every crucial touch point.
How content bridges the divide between sales and marketing by creating a unif...Varun Mittal
At LinkedIn, sales and marketing alignment is an important topic for us and for our customers. We
believe achieving alignment is crucial for sales and marketing to reach their full potential. Previous
global research from LinkedIn shows that 60% of respondents believed that misalignment between
sales and marketing could damage financial performance. From both the sales side and the marketing
side, there’s broad agreement that sales and marketing alignment can boost pipeline, improve
customer experience, and increase customer retention.
The Greek philosopher Heraclitus said, “The only thing that is constant is change,” and nowhere does this seem truer than in the world of marketing. Change seems to happen more frequently and with more severe consequences than ever before. Learn about five key factors driving complexity in today's marketplace.
PSE has over 25 years worth of experience within the offline marketing sector. As we are a marketing agency who specialise in offline marketing, we thought who better to write The Ultimate Guide to Offline Marketing than us?
STEP BY STEP GUIDE
In this step by step guide, we delve into every stage of the campaign from planning to reviewing and everything in between including categories like:
What is offline marketing
Planning your offline marketing campaign
Sourcing and cleansing data
Creating and Designing
Postage
Campaign circle of life
Tips from over 25 years of experience in offline marketing
And much much more………
This in-depth over 77-page guide will be your partner when running a Direct Mail, Door Drop, Partially Addressed Mail, Insert or Programmatic Mail campaign.
To uncover the potential that direct mail holds in grabbing attention in today’s digital world, B2B Marketing magazine has put together a best practice guide with hints and tips from a group of experts - including our Head of Data Strategy Matt Hanks.
Andrew Challier, Director, Client Relations at Ebiquity spoke at Ad:Tech in October 2014. With the evolution in digital marketing very much on the Ad:Tech agenda, here Andrew looks at the current digital landscape and argues that there's still some growing up to do.
Inbound Marketing: Don’t buy your customers’ attention. Earn it.Alex Rascanu
Marketing means communicating true value and significance to your audience.
If you want to succeed with marketing, don't buy your customers' attention. Earn it.
More on this presentation: http://www.alexrascanu.com/inbound-marketing-earn-customer-attention/
Lead Scoring & Content Marketing; squeezing more from your telemarketingMarketing Graham
Lead scoring tells you where a contact is within the sales process, content helps keep them engaged. Can the benefits be transferred to your telemarketing programme? Can telemarketing actually improve scoring and content?
Research suggests buyers are engaging later in the journey and there are more members in the team. This means C-level execs are better informed than ever before, and able to make quicker decisions after engaging with potential suppliers.
This White Paper will discuss how to plan and reach C-level prospective customers, and how to ensure the all-important first telephone call is a success.
There is always speculation on which marketing tools and tactics will be popular in the future. But how will tomorrow’s work environment influence B2B marketing strategy? #FutureOf
How Data, Relevance and Content are transforming B2B marketingMarketing Graham
This presentation is in 3 sections. How will data drive B2B marketing campaigns in the future? What's the impact of relevance based marketing? Why content will be essential in lead nurture and long sales cycles.
2. 1. Defining Human Interaction (HI)
There are many types of interaction in B2B sales, some are immediate, some are
two-way, some personal and some not. The table below lists a variety of B2B channels
according to the type of interaction.
Table I - Interaction by B2B marketing channel
Events offer real-time, two-way interaction with visitors; but they are ‘crowd’ based. The
exhibition stand or seminar needs broad appeal to attract sufficient visitors; it’s not an
individualised event and does not feel ‘personal’.
Direct Mail, Email, Social Media and some Websites are able to interact with individuals,
but the engagement is often delayed as you wait for a response from the other side.
Trade Magazines and many Websites offer only one-way engagement. Buyers need to
use other channels to respond (Email, Telephone, etc).
Possibly the most ‘human’ interaction is a real-time, personal and two-way
conversation. For that reason we will confine our definition of HI to telemarketing and
field sales.
Possibly the most
‘human’ interaction
is a real-time, personal
and two-way
conversation
Crowd Individual
Real-time, two-way,
interaction
Events Telemarketing (incl. video chat)
Field Sales
Delayed, two-way,
interaction
Email
Social Media
Websites with live text chat
One-way, interaction Trade Magazines
Websites
Direct Mail
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3. 2. Where is HI most effective?
HI is not as cheap as other marketing tools, such as sending an email blast. To ensure
maximum ROI we have to use it wisely.
So where is HI most effective in a B2B sales process?
To answer this question SCi Sales Group researched a group of buyers across a wide
range of vertical markets and job titles.
The group were asked if they had either a telephone conversation or meeting with a
company representative before placing orders on their last 3 purchases.
Just over 68% of buyers had some form of HI before making their purchasing decision.
But the figures are more revealing when we examine the size of order. The average
order value with HI is £68,032, but with no HI the order value drops to £1,018.
This supports the theory that when it comes to high value/complex sales, buyers want to
talk to someone on the phone or meet them in person to be reassured they are making
the right decision.
Interestingly, 89% of new purchases required HI (even for order values as low as £146).
So the benefit of HI in winning new business is clear, but it also has impact on repeat
orders.
58% of repeat purchases had HI, and average order value of repeat orders with HI is
£29,439; but without HI the repeat order value drops to £3,407.
HI has a part to play in most stages of the B2B sales process, particularly on high value
orders (where SPIN and Challenger selling are most effective), and the opening of new
accounts.
Table II below is intended as a guide on where it may be most useful.
Table II - Where is HI most effective in the B2B sales process?
In the above table low value orders are considered to be below £3,500.
Average order
value with HI is
£68,032, but with no
HI the order value
drops to £1,018
360° Telesales Lead Nurture Appointment
Setting
Account
Nurture
High Value,
New Order
High Value,
Repeat Order
Low Value,
New Order
Low Value,
Repeat Order
P
P
P
P
P
P
P P
P
P
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4. 3. How frequently should HI occur?
The frequency and timing of HI will obviously vary according to product, market,
proposition and even the time of year. But to have an informed debate on the value of
HI we need some indication of its potential frequency.
SCi Sales Group’s experience shows that during a 60 day sales process there might be
9 human interactions.
The longer the process the more contact, but shorter campaigns do not necessarily
mean less contact. Depending on a variety of factors, sometimes the same activity is
just concentrated into a shorter time frame.
The diagram below sets out a sample 60 day sales campaign, the days are numbered
1-60 and those highlighted in red are where HI occurs.
Diagram I - Frequency of HI in a sample B2B sales process
Note that as the sale nears completion the intensity of HI increases. Also note how
the process involves both HI and non-HI channels, as each has its own strengths and
weaknesses.
During a 60 day
sales process there
might be 9 human
interactions
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5. 4. Comparing HI and non-HI channels
HI is not a universal panacea, it cannot cure all ills. It has to be part of a well defined,
multi-channel campaign that includes non-HI channels such as Digital, Direct Mail, etc.
However, it is valuable to compare the strengths and weaknesses of HI and non-HI
channels. We cannot discuss the merits of every B2B marketing tool in this White Paper,
so we have limited the discussion to the top 5 most effective.
Telemarketing, email and live events perform well as lead generators, and according
to B2B Marketing magazine have done consistently well since 2011. The chart below
compares the quantity of leads with the quality. Note how email (non-HI) performs well
on quantity, but falls short on quality.
Chart II - Quality vs. Quantity for lead generation
Telemarketing performs well in lead generation, so it’s surprising it captures only 4% of
marketing budgets. Yet events take 15% and email grabs 11%*.
The next table lists some of the strengths and weaknesses of the top B2B marketing tools.
Table III - Strengths and Weaknesses of the top B2B channels
The central strength of any HI channel is the personal relationship you build with the
buyer, either face-to-face or on the phone.
The strength of
any HI channel is the
personal relationship
you build with the
buyer
Strength Weakness
Email Low cost Increasing competition
Events Face-to-Face Limited audience
Direct Mail (Customers) Low competition Rising cost
Telemarketing Persuasive conversations High initial investment
SEO Volume traffic Quality of traffic
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Source: B2B Marketing magazine, 2012 n = 291
Quality
Quantity
Em
ail
Telem
arketing
DirectMail
Live
event
SEO
Quality vs Quantity for Lead Generation
Source: B2B Marketing magazine, 2012. n = 291
43%
40%
34%
18%
15%
34%
49%
32%
23%
15%
* Source: B2B Barometer, 2012 n =128
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6. 5. What are the benefits of HI?
The emphasis on data, digital channels and automation has perhaps taken focus
away from interacting with customers as people. We need to recognise that HI makes
customers feel valued. Consider the following example:
It’s your birthday. Friends congratulate you in different
ways. Which friend makes you feel more valued?
Sally sends you a text message,
Raj sends you an email,
Peter sends you a birthday card,
Heather gives you a telephone call,
Simon visits you at home.
This translates to Mobile Marketing (Sally), Email Marketing (Raj), Direct Mail (Peter),
Telemarketing (Heather) and Field Sales (Simon).
We asked Managers on LinkedIn the same question, the top two channels were Field
Sales and Telemarketing - both have HI (see Table IV).
However there are many advantages to HI beyond making buyers feel valued; it’s easier
to identify buying signals, predict objections and steer the conversation.
The following list of HI advantages is not exhaustive:
a) Better product demos
Complex sales are easier to explain using HI, and the ‘real-time’ two-way flow of
conversation makes your product demonstration more effective.
b) Intelligent selling
Smart people use HI. You can use your skills to control the conversation and convince
the buyer about the proposition. They become relaxed and less defensive, which leads
to a quicker sale.
c) Easier objection handling
No amount of FAQs on a website will be able to deal with the seemingly limitless number
of objections from buyers. HI can predict possible objections before the buyer makes
them, and satisfy them convincingly.
d) More valuable insight
HI provides a great opportunity to map the buying team, gather ‘unpublished’ sales intel-
ligence and BANT qualify prospects. Careful probing by an expert telemarketing agent
or field sales person can reveal hidden information.
e) Tone of voice
HI enables you to judge the buyers tone of voice and the buyer to judge yours.
It’s something that is missing from emails, online chat and some other forms of
communication. The lack of ‘tone of voice’ can lead to misinterpretation that potentially
damages relationships.
Beyond making
buyers feel valued,
HI identifies
buying signals,
predicts objections
and steers
conversation
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Channel % Vote
Field Sales (Simon) 54%
Telemarketing (Heather) 28%
Direct Mail (Peter) 14%
Mobile Marketing (Sally) 2%
Email (Raj) 1%
100%
Table IV -
Which Channel makes Managers
feel most valued?
Source: LinkedIn Poll, 2011 n = 609
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