MODERN MARKETING
might be interested in talking to
you – basically what marketing is
supposed to do but rarely does.
And while the leaders in the
area such as Funnelfinger and
Statquor are still only offering
early adopters the opportunity of
utilising their technologies, when
they become available to the
wider business community, we’ll
see a significant and rapid shift
in the way we do business. After
all, 50% of people buy from the
first sales person that contacts
them. These technologies often
give you the heads-up long before
marketing even has the prospects
on the radar, so failing to adopt
them means you could be halving
your market before you even open
your doors each day. This will
be particularly relevant for B2B
organisations
be why do you need marketing?
Why advertise? They have
implications for search engines
and the masses of SEO services
out there. If you already know who
your next customer is, why do you
need to be “found”?
Hyper-Personalisation
While Sales Engagement
Technologies are the ultimate
in hyper-personalisation, those
marketers still left standing after
the great Sales Engagement
Technology apocalypse, will
need to be experts in the key
factor that underpins all of the
emerging technology in this space
- personalisation.
marketing etc. They are still trying
to guess what action would be
best for an audience to trigger the
kind of response we want from
them, and tailoring the placement
of that message accordingly. But
just we pointed out at the start
of this article, this is just the old
tired marketing model re-badged
with a different name. It’s still
the same mass message, the
same message for everyone that
hits the trigger point. Just using
technology to put someone’s
first name on an email or the
dissemination of a predetermined
message at a trigger point is not
personalisation - not in today’s
world.
Some Sales Engagement
Technologies add social proof into
their platform offering the sales
person the opportunity to back up
their sales pitch with references
the prospect can verity. Imagine
when you are on the phone to a
prospect and you can see who
of the prospect’s colleagues,
friends, business contacts or even
competitors uses your products or
services. Image how you closing
rates will skyrocket with this
social proof at your fingertips.
So if you are in the business
of selling something, and let’s
face it every business is, Sales
Engagement Technologies offer
the promise to enable you to
know who your next customer
will be. Why does this matter to
marketing? Well, if you already
know who your next customer will
Advances in technology is driving
us into a very hyper-personalised
future – moving us away from
mass communication.
There are still marketers out there
grappling with the concept of
content marketing, social media
Technology is rapidly
understanding who we are, what
we value, what we want to know
about, where we are and what
we’re doing. It’s helping us with
our lives and when and how we
want to receive information. It
will be able to feed us messages
January 2016
ModernBusiness
29