The Interaction Value Track

Where the rubber meets the road for online customer interactions.

Consider what’s possible if marketing and sales behave as though they’re in the same pit crew, working together to sell more of their company’s offerings. Imagine a reality where marketing’s primary interest is proactively turning leads into prospects. A reality where the leads marketing turns over to sales are nurtured and qualified until they reach a point in the buying cycle where you know they are receptive to sales interactions. And, if sales determines a lead is a longer-cycle deal, they can pass the lead back to the nurturing process where the lead can be kept ‘warm’ by marketing – closing the loop on the process, and keeping the prospect as an active revenue opportunity.

Research shows that as many as 80% of trade show leads are never followed up on by sales because the leads aren’t ready to buy. Marketing never sees the leads again and is convinced that sales hasn’t done their job. And the return on investment for this show, as with others, is less than expected. This repeated “hitting the wall” experience knocks the car out of alignment.

The relationships between each stage and the prospect choosing to transition to the next level of dialog relate to interaction types. There is an obvious need to escalate the value each interaction delivers to develop buy-in to the next stage. The prospect experience is paramount to building relationships.Your website visitors with pressing needs are looking for proof that you possess the capacity to become a valued advisor. They want confirmation that your company will bring them information and knowledge they don’t have and products and services they need. Your website will also give them a perception of how you’ll work together.

In other words; they are looking for a reason to trust you or a reason to cut you from consideration.

Find out how to build relationships that drive demand and shorten the sales cycle with online marketing interactions. Isn't it time for marketing to have quantifiable evidence for how their efforts contribute to sales results?

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