Next week I have the pleasure of speaking to several affiliate groups of the Direct Marketing Association about demand management. Please join me Wednesday, January 13, 2010, for a webinar-based panel discusison about: How to Track a Buyer’s Online Purchase Research Behavior: and then send appropriate messages to influence that buyer’s purchase.
As we see it, the Internet empowers buyers to research products and services long before engaging in a formal sales process — leaving marketers to guess when and how to engage with prospects. This almost guarantees that marketing messages will be sent to the wrong people at the wrong time — filling sales funnels with unqualified leads — a poor formula for permission marketing.
Smart marketers are harnessing digital technology to monitor and track buyer research behavior long before the formal sales process begins — to estimate buying stage — to predict buying intent — to evaluate buying influence — to send appropriate marketing messages to the right people at the right time — and to more accurately score leads for sales funnels. This yields a better formula for permission marketing.
The DMA invited two top industry experts (and yours truly) to help B2B marketers clearly understand how they can improve demand generation process by identifying, monitoring, and evaluating the online research behavior of prospective buyers.
Joining me are:
Debbie Qaqish – The Pedowitz Group – Chief Revenue Officer. Demand Generation Agency – Digital Buyer Behavior applications.
I hope you will visit the DMA Northern California site and join us for this educational, lively discussion!