Feature Articles

By Dan McDade, President, PointClear

Historically, database marketers expected to increase results by up to 8x when following up a direct mail or email campaign with a telephone call. However, did you know that stopping at a single touch leaves anywhere from half to substantially more business on the table for your competitors to grab?

The phrase “content is king” applies to a wide variety of media platforms, but it is especially fitting when it comes to crafting a demand generation strategy. In the Lessons From The Trenches Survey, recently conducted by DemandGen Report, early adopters of marketing automation cited better content as a top priority they would change if they were to lead a rollout at another organization. Specifically, 78% said they would “prepare the organization by building proper processes and content offers to feed the automation system.”