Marketing

Issue No. 39 - February/March 2008

B2B Marketer

Interact with online customers to close the sale

by Kimon Lycos

The sales process online does not have to differ greatly from sales in the real world.

Any sales professional knows a potential client needs to be ‘interacted with’ at various stages. Technology makes it possible to tag along with a potential buyer as they consider buying from your website but B2B marketers should use their email campaigns more effectively by integrating new, automated versions of Web analytics into their email strategies.

Many B2B companies are very good at gathering metrics to scrutinize what actions viewers take - or don’t take - on their websites. But most don’t use that information to convert a prospect into a customer using email. At best, data gets compiled into a weekly report for executives to chew over for future campaigns.

The reason behind this can be quite simple; most companies haven’t integrated the two functions because it takes time and it’s a bummer of a process.

Yet partnerships between ema...

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