It's a reasonable assumption that most marketing organizations have some form of marketing automation technology in play to support their lead generation efforts. It's also likely that it's working well and generating a healthy level of inbound traffic and leads for your sales organization. Implementing an effective marketing automation tool is not always easy, but implementation is only the first step. … Inbound leads are fantastic, but only if you've got a regimented cleansing and appending process in place to triage them before they get to your teleprospecting team.
In today's marketing world, you simply can't turn a prospect into a customer without email. And with each passing day, electronic communication becomes the most common way prospects first respond to a prospector. The telephone will always play a crucial part, but a well-crafted email strategy will go a long way toward making that dialogue happen.