If you are a marketer responsible for driving sales through a national dealer network, you know how difficult it is to keep your prospects engaged in the pre-purchase phase of the customer lifecycle. That’s why email marketing and lead nurturing plays such a crucial role in whether or not your prospects will actually buy your product at the end of the day. But in order to implement an effective email marketing and lead nurturing strategy that converts sales, you can’t fly by the seat of your pants.
With 2015 behind us, it’s time to ramp-up your brand’s digital marketing efforts. If you haven’t already started this process, there’s no need to worry, but now is a good time to start defining your strategy. Whether you’re planning a sales event or a year-long campaign strategy, we’ve put together a few key points that every OEM marketing department should consider when developing a digital marketing plan.
If you’re reading this post, there’s a good chance you’ve probably spent hundreds of thousands of dollars - if not millions - on generating leads. You know first-hand how time consuming, expensive, and challenging it is to make the most out of every new lead you acquire. And for high consideration products and services, lead acquisition has a higher cost, and prospects spend a longer time in the buying cycle.
Often times, the post-sale phases of the customer lifecycle are considered to be the responsibility of the customer service department, not the marketing department. Of course, customer service plays an important role in post-sale nurturing, but it shouldn’t be the solitary focus of your efforts. You should treat your post-sale efforts as proactive marketing, not solely as a reactive customer service function.
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