Demand for many products and services is down right now -- so how do you get your marketing pipeline chugging along again? Writing for Marketing Profs, Bhaskar Roy of Workato shares three smart ideas:
- Maximize inbound leads by responding in five minutes or less
Roy cites research that indicates only 42 percent of B2B companies respond to leads within five days, much less five minutes! You can differentiate yourself by being extra responsive right now. Needs have changed and prospects could be looking for more responsive, new vendors.
- Make buyer intent data actionable
Roy suggests automating processes so you can have buyer intent data available quickly. High-intent accounts need to be quickly identified so sales people can act on them immediately.
- Provide incentive to attend virtual events
Virtual events have become the leading if not the only option in many cases right now. Roy suggests using "high-quality, engaging content that provides real value and makes your audience feel good about themselves for attending, and think about how you'll get them to not only attend but also stick around for the entire event."
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