Organisations are employing a variety of digital sales and marketing tools, channels, content and practices to generate awareness and traffic to their web assets, but the percentage of that traffic converted to contacts, prospects, leads and actual business is woeful.
Why is that, and what can we do?
This post presents the idea of an 'Engagement Zone' that integrates content access, next steps, calls-to-action and marketing automation into a custom conversion solution.
Marketing’s expanding complexity and closer role with sales
Marketing has changed dramatically over the last five years, where prospects and customers need to be engaged on their terms with relevant content, engagement and respectful communication.
The role of marketing has also expanded and coexists more with sales than ever before, especially as 90% of all purchases are researched online and decision makers no longer want to talk to sales until they are 60-70% down the decision cycle.
The purchasing process has also changed significantly, and so must your ability to create and leverage your digital ‘assets’.
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Read more at : Create an 'Engagement Zone' to increase lead capture rates for your funnel | Econsultancy
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