The majority of marketers are experimenting with new channels such as social media and text messaging. The struggle, however, is most are unable to really measure the impact of these efforts or integrate their new media efforts into their other marketing campaigns. That could change quickly however, with the recent introduction of the Sweet Suite™.
In many industries, the slowdown in the economy has created longer selling cycles and smaller deal sizes. Executives, in turn, are questioning the value of demand generation campaigns, and sales and marketing teams are searching for ways to improve lead-to-sale conversion ratios.
While there is no silver bullet, there are four practices that will generally help improve the results at each phase of your pipeline. Each represents a different discipline and will require input from both sales and marketing teams to really have an impact on the pipeline.
With the growth of smartphones and mobile Web usage exploding, email marketers are tasked with the challenge of delivering relevant, rich content to customers that can be read and interpreted over the mobile phone. Industry experts say the design of emails is critical, as the mobile phone offers a different experience that may not be cohesive to the intended message.
The market for smartphones is expected to reach one billion units and grow 1,600% in the next three years, according to research from The Yankee Group. 52% of smartphone users access the same email account through mobile and computer, while 48% maintain a unique mobile email address. “When talking about mobile email, it is important to keep in mind that 96% of consumers access the same accounts on their mobile devices as they are already accessing at work or home on a regular computer,” says Morgan Stewart, Director of Research & Strategy, ExactTarget.
