Ever feel like your emails are falling on deaf ears (or eyes, as it were)? Your open rates are low and your click through rate is even lower. As a marketer, nothing is more frustrating than feeling your messages are not getting through.
Email marketing has come a long way since inception. Now, there are spam filters to work around, noise to compete with, and tabs to contend with. It’s a tough task but can also pay big dividends when it’s done right.
Are you wondering what you can be doing to make your small team more effective and efficient at every stage of the funnel?
If you haven’t noticed, Demand Metric Research Corporation is living up to its name: we’ve done a lot of research in past six months.
Are you trying to find leads that will eventually become customers or are you trying to find leads that sales will accept and pursue? The groups are not necessarily identical: sales might like leads from big companies where a deal would be large even if the probability of success is low; or they may prefer small deals that will close quickly; or they might accept marginal leads physically near existing accounts. Chances are it’s a mix of all those considerations and more.
Can you really have too much of a good thing? Well, if it is dark chocolate maybe not, but if it is content, especially content developed to close sales, the answer quite often is yes!
The marketing world is awash in content and when things are not working as they should our default reaction is – more content! It’s not more content that matters, it’s the right content, put in the right context that can be the game changer.
By Clare Price
In the now classic baseball film, Field of Dreams, the mysterious voice kept repeating, “If You Build It, They Will Come.” Eventually Kevin Costner, probably sick to death of that nagging voice, did build the baseball field in his corn field and the legendary baseball teams did show up to play.
