Digital Marketing/Inside Sales Integration
We are combining the inside sales muscle with digital marketing. What we are finding is that in these times we have to have a more effective use of marketing dollars. Digital is the way to go. You can’t have events anymore. Everybody is virtualizing events.
We are doing a data-driven, digital-first approach to marketing— omni-channel marketing—which is supposed to give you a 3X return over traditional marketing. What we are trying to do is create opportunity and feed some of our partners, working collaboratively with inside sales, qualifying those opportunities and then getting our partners engaged in more opportunities.
I think it’s creating demand in the new normal. It is looking at customers’ propensity to buy and aligning them with sellers in real time.