Investments in complex marketing solutions are on the rise. Companies across all industries are spending more and more on software and consulting to make sure they’re staying ahead of the game on all the newest marketing trends. But does generating more marketing metrics like clicks and shares actually translate to more sales and revenue growth?
The unfortunate answer is no. In order to see the return on marketing investments, the products of those investments need to be able to convert into a solid pursuable opportunity for sales. While the marketing department brags about their click rates, the sales department is rolling their eyes wondering where the value is, deepening the disconnect between departments that any sales or marketing professional is already very familiar (and frustrated) with.
While email marketing is undoubtedly the most effective and preferred B2B communication strategy, the way this vital tool is utilized will determine whether the resulting leads are actionable.
A large part of the disconnect between the sales and marketing departments can be attributed to the fact that they’re focused on totally separate metrics. Marketing departments tend to monitor statistics like click and open rates and website traffic. While those metrics are valuable, a marketing campaign that scores high in these metrics and doesn’t translate to more solid prospects in the sales department’s pipeline is all for naught.
A large part of the disconnect between the sales and marketing departments can be attributed to the fact that they’re focused on totally separate metrics. Marketing departments tend to monitor statistics like click and open rates and website traffic. While those metrics are valuable, a marketing campaign that scores high in these metrics and doesn’t translate to more solid prospects in the sales department’s pipeline is all for naught.
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