Factors That Influence Consumer Purchasing Decisions: Rethinking the Marketing Funnel

In order to continue attracting your target audience, it’s crucial to firstly understand “what is a consumer need?” and then keep up with the wants and needs of customers. Consumer behavior is influenced by many things, such as price, product features, brand image, and recommendations from friends or family, all playing a vital role in what people decide to purchase. This can be a real challenge if you don’t understand the factors that influence consumer purchasing decisions. Those factors are a lot different than what they used to be, which means that the customer journey has changed a lot as well. This updated journey is referred to by many as the consumer decision journey (CDJ). What makes the CDJ so different than traditional marketing funnels is that each consumer’s CDJ is unique. Keeping that in mind, the following are three of the biggest factors that influence consumer purchasing decisions in today’s digital age:

Factors That Influence Consumer Purchasing Decisions

Product/Service Reviews

Very few consumers are going to blindly buy a product or service based on the content they’ve come across on your website. It doesn’t matter how effective you say it is, how clear your demonstration videos are, or what kind of accolades you’ve received. Customers are going to look up reviews first. Online reviews are easy to find — and many consumers aren’t going to feel comfortable buying a product or service unless it has good reviews.

There are tons of different websites where customers leave reviews. In fact, a company having reviews on their website has now become so commonplace that not having the option to leave or see reviews can leave a bad taste in consumers’ mouths. Reviews are not always only about one specific product or service. Angi, Yelp, and Amazon all allow customers to leave feedback on products and services, as well as overall customer experiences. Reviews come in many forms. Gone are the days of a simple, written review. Now, many companies give consumers the option to upload pictures and even videos with their review.

In addition to consumer reviews, consumers also seek out professional reviews. For example, Consumer Reports provides not only professional reviews of certain products, but they offer comparisons between different products as well.

Encouraging customers, as well as professionals, to review your products and services can be hugely beneficial. Doing so (as long as the reviews are mostly positive) can help improve your reputation and build trust with consumers who are in the evaluation stage of their journey.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

Peer Recommendations

More often than not, consumers will initially become aware of brands or their products and services through peer recommendations. They may ask someone in person for a recommendation or ask online, via social media, online chat, or email. It’s one of the reasons why it’s so important to continue targeting existing customers. The journey doesn’t end when someone makes a purchase. You want to continue marketing to those customers to turn them into repeat customers. This allows you to build brand loyalty, which will turn them into brand ambassadors that will recommend your products or services to their peers.

 Social Media

Having a social media presence is incredibly important because so many consumers will turn to social media as a way to do research. They’ll look up brands, ask them direct questions, ask their social groups about their thoughts on your products or services, and look at your social interactions in general. This means that they will look at how you engage with your followers, as well as with users in general, to get a sense of how you carry yourself and whether they can relate to you. A brand with no social presence, or one that doesn’t regularly engage with the community is not going to make as good of an impression on consumers.

It’s important not to become over-reliant on the traditional marketing funnel. Consumers have so much power when it comes to doing their own research about different brands and their products and services, that it’s important to understand how unique the CDJ is. These are three very important factors that influence consumer purchasing decisions in this day and age that you need to make sure you address.

  25 Website Must Haves For Driving Traffic, Leads & Sales

Tailoring The B2B Sales Funnel To Meet Your Needs

When it comes to the B2B sales funnel, there are three main stages: awareness, consideration and the decision stage. The funnel represents the journey that the customer takes from start to end. However, the B2B sales funnel isn’t necessarily set in stone. It can be modified to fit your business’s needs as long as it contains aspects of the three main stages. By customizing the sales funnel to meet your company’s specific needs, you’ll be able to identify what stage your customers are in more effectively, thereby making it easier to determine who they need to be in contact with and what actions need to take place.

With all this in mind, the following is an example of how the B2B sales funnel can be slightly modified. While still retaining aspects of the three main stages, the following B2B sales funnel consists of five stages.

Tailoring B2b Sales Funnel Stages

1. The Lead Generation Stage

The lead generation stage is a part of the awareness stage. It’s during this stage that leads who may not know who you are or what you do are introduced to your company. They may not even know what their exact pain point is at this time, which means presenting a solution during Lead Generation Stage stage of B2B Sales Funnel is premature. Instead, your goal should be to attract their attention and to establish your authority within your industry by producing high-quality content and establishing a presence online in the form of a website as well as social media pages.

2. The Lead Nurturing Stage

The lead nurturing stage is an extension of the awareness stage that ends up moving into the initial part of the consideration stage. It’s during this stage that you nurture your leads by continuing to educate them about your company and to inform them about the problem or pain point that they have. It’s during this stage that you will begin qualifying your leads.

Not all leads will be good prospects. Using lead scoring software, you can score leads based on actions they take during the lead generation and nurturing stages. For example, if they are spending a lot of time on your website, have returned multiple times, and have downloaded a free eBook and filled out a form, then you might want to qualify them as they have indicated a certain level of interest in your company.

When you qualify a lead, you need to make sure that they have expressed interest in one way or another, have a need for what you’re selling, have a budget to afford what you’re selling, and have the decision-making power within their company to actually make a purchase.

Read More: How Marketing Automation Can Improve Your Lead Nurturing Process

3. The Initial Meeting Stage

Once you have qualified a prospect, it’s time to engage directly with them. This is the initial meeting stage. Depending on how you structure your sales funnel, this initial meeting can come in a variety of different forms. For example, it could be a discovery call, a direct sales pitch, or a formal product or service demonstration. The idea is to establish the groundwork for a relationship and build trust with the prospect. They may not be ready to buy just yet. This B2B sales funnel stage is the second half of the consideration stage.

4. The Closing Stage

The closing stage is the stage in which you close the deal. It’s essentially the decision stage. At this point, the prospect should be making the decision to do business with your company. To ensure that you close, you want to align your priorities with theirs, secure their commitment, and continue to nurture the relationship with them until they make a decision.

5. The Retention Stage

Whereas standard sales funnels tend to end at the decision stage, your business with a new customer doesn’t end with the purchase. Remember, retaining the customer is of vital importance, which is why there should be a retention stage. Nurturing your relationship with your customers after the decision stage will help ensure that they continue doing business with them. Additionally, the stronger your relationship grows, the more likely they are to refer your company to other potential customers. This is a more cost-effective way to attract new leads since you’ll essentially be able to skip the first stage due to the referral.

This example shows how you can modify the standard sales funnel to create a funnel that better represents your B2B needs. As long as it retains some aspects of the standard three stages and the funnel is modified to help you better understand what part of the journey your customers are on and what their needs are, it should remain effective.

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Factors That Influence Consumer Purchasing Decisions

What Are Marketing Qualified Leads And Why Do They Matter?

How are you handling your marketing qualified leads? Once you have a lead at the top of the sales funnel, you can’t just stop marketing and hope that initial lead turns into a sales-qualified lead (SQL). You need to keep your eye on your marketing qualified leads (MQLs) as well.

What is Marketing Qualified Leads?

A Marketing Qualified Lead (MQL) is a type of lead in which potential customer will engage with your brand which you have provided to them through your marketing efforts.

Don’t Forget the Lead in the Middle

Prospects, also known as contacts and leads, are the consumers at the top of your sales funnel. They have an initial interest in your product or service and might provide an email address or first name, in exchange for a report or other premium offer. However, they are only at the browsing stage and are definitely not ready to make a purchase yet.

At the bottom of your sales funnel are your sales qualified leads, also known as SQLs. These leads are ready to make a purchase. This is when your sales people need to be in contact, ready to provide additional information and incentives to finalize the sale.

Now there is plenty of room between the prospect and the SQL. This is where the marketing qualified lead (MQL) sits.

An MQL has moved beyond the browsing stage and is seriously evaluating whether your product or service meets certain criteria. They are looking at your competition as well. This is when your marketing needs to shift. An MQL needs more detailed information on your products and services, and needs to know how you differ from the competition. This information will help the MQL move towards the decision-making point.

Read More: How to nurture leads with email marketing

How Can You Tell if a Lead is Marketing Qualified?

To tell when a lead is moving towards the MQL stage, you need to gather pertinent data from the lead and monitor his/her activity on your website. Then, compare this information to past sales opportunities to determine what direction the prospect is moving towards.

  • Demographic data from the lead, like location, industry, and business size makes a difference. Also, how much do they want to spend? Is your product within their budget needs?
  • What types of actions are they taking on your website? Frequent visits added with downloading whitepapers or other detailed information is a good sign they are in this stage.
  • How similar are they to your past sales opportunities? If your typical customers are established companies with a large budget, a start-up with a limited budget may not be a good fit. That doesn’t mean that start-up won’t make a purchase, it is just less likely to happen.

The exact definition of what an MQL means to your company is something only you can define. But, no matter how you define MQLs, you cannot forget them in your marketing process. Forgetting them means less SQLs which means less final sales. And that defeats the purpose of marketing in the first place. The next step is learning how to engage marketing qualified leads until they move to being an SQL.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

How To Nurture Your Leads With Email Marketing

How To Nurture Your Leads With Email Marketing

Despite some claims that email is dead, it is still a highly effective way for marketers to connect with consumers. It is an integral part of inbound marketing as well as attraction marketing, and is a great way to send nurture leads throughout the buying process.

Nurture Your Leads With Email Marketing

What is Lead Nurturing?

Lead nurturing is a strategic approach in marketing and sales that focuses on developing and maintaining meaningful relationships with potential customers throughout their buying journey.

Here are a few email best practices that will help nurture your leads.

Segmentation

The segmentation of your contacts database will help define your audience into categories. If you are unfamiliar with buyer personas, read about them here, as they will be extremely useful in segmenting your contacts. Segmenting be done in terms of geographic location, company type, role within that company, behavior, marketing intelligence, or any other category that could be valuable to your company. Use segmenting to your advantage by targeting those different groups with useful content based on their specific needs.

Read more

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How To Implement A Customer Retention Program for Long-Term Success

Customer retention program that allows you to continue to engage with existing customers so that they will continue being your customer. Inbound marketing is a very involved, long-term strategy that businesses put a lot of time and resources into – as they should. However, one of the issues that many companies have is that they focus so much on attracting new leads and nurturing them that once they finally close the sale, they act like they crossed the finish line. This is a huge mistake. The best customers aren’t the new customers, they’re the existing customers that continue to make purchases. In fact, it’s estimated that improving your customer retention by as little as five percent could potentially increase your profits by as much as 95 percent.

The following are a few tips on how to implement a successful customer retention program.

Regularly Ask For Feedback media mix

Ask for customer feedback, whether it’s about the quality of your products or services, their experience dealing with your customer service, what would make your service better, or even about the function of your website. You can do this via email (NPS surveys are great for this), social media, or even a feedback page on your site. Feedback lets you see where you stand with your existing customers.

If someone had a less than stellar experience, you can even reward them for providing you with honest feedback with a special promotional offer (thereby helping offset the less than stellar experience and hopefully showing them that you’re taking their feedback seriously). Not only are you showing customers that you want to know how their experience was, but it actually provides you with a lot of insight into how you can improve the customer experience to increase customer retention in the future.

Establish A Customer Loyalty Program

A loyalty program is one of the best ways to retain customers, yet many small businesses don’t have one. There are many ways that you can implement a loyalty program. You can provide discounts or free shipping based on how many purchases they’ve made or you can establish a rewards program based on points earned for purchases that they can use towards other products or services.

Similar Article: How To Develop Content To Build Customer Loyalty

Provide Live Chat On Your Website

While a chatbot can be helpful as well, having a live chat feature on your site will allow your customers to speak with an actual human. You can choose what pages to have your live chat box appear, such as your customer support page or your client login page. By offering this feature, you greatly improve the experience your customers have since they’ll be able to ask questions or report any issues that they might be having without having to wait to speak with someone.

Follow Up On Dormant Customers

Pay attention to customers who haven’t made a purchase in a while. Make sure you follow up with these customers just to keep your brand on the top of their mind. For example, you could email them an offer on a product that they bought before to encourage them to buy it again. Or send them content that can enhance the use of your product or service.

Customer retention programs are essential to the success of your marketing efforts. Without customer retention programs, you’ll end up losing the customers that you spend so much time and effort obtaining. These are a few tips on how you can implement effective customer retention programs into your marketing strategy.

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The Importance Of Lead Generation Content Marketing

Your company is struggling to generate leads, and you’re looking for a quick and relatively simple solution. I have this solution, but you’ll probably groan because you’ve heard it before. “Content is king” might be an overused term, but that’s only because it’s proven to be true. A foolproof solution to your lack of leads as well as website foot traffic is lead generation content marketing.Lead generation in content marketing can fuel your business growth and establish a strong customer base. Learn how to create compelling content that attracts and converts prospects, maximizing your marketing efforts.

Nowadays, the quality of your company’s content is more important than ever before. Granted, there is more space to generate content and share it on the Internet, but with increased space comes tougher competition. We as marketing agencies feel pressure to stand out from the pack with remarkable content that converts our website’s visitors into potential leads. Consistent, quality content will attract the attention of readers, as well as encourage them to trust your company.

So what exactly is “quality” content?

Quality content has a specific purpose, format, and topic. The purpose should help the users find an answer to their questions or interests. The format you choose should fit your content well. In order to attract more leads, the content in the conversion stage should consist mainly of content offers.

Also Read: Different Types Of Content Marketing For Lead Generation

Choose an appropriate format

The format of the content offers can be a multitude of things, such as case studies, white papers, forms, calls-to-action, visuals, eBooks, emails, and landing pages. For example, if you want to demonstrate to users how a product works, you might use the template of a visual, such as a video or an image, rather than an eBook. On the other hand, if you wish to show your readers a how-to process that is also aesthetically pleasing, an eBook format would work better than a visual one.

In terms of topics, your content should be educational as well as specific. You should conduct market research and create content with your buyer personas in mind. Imagine you are your buyer persona: what problems do you need solutions for? How far are you in the buyer’s journey? What language would you use when typing keywords into the search engine? This can help you cater your content towards your target audience.

Also Read: Cornerstone Content & Why You Need It

Be consistent

Another factor that makes content “quality” is frequent and consistent publication. If your readers know they can count on you to publish a semi-weekly blog in a specific time window, they are much more likely to see you as reliable. Webdam’s statistics show that blogging consistently has led to B2B marketers generating about 67% more leads marketers who do not, which is a huge advantage. After you’ve earned their trust, a number of your visitors will subscribe to you and convert to leads.

Lead generation content marketing is a proven way to get the word out about your company and have potential customers become interested in your business. Without good, consistent content, people will have little reason to visit your website or truly believe that you’re a leader in your field. Don’t let this happen to you. For a consultation, please visit the link below.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

50 Most Powerful Call-to-Action Phrases

Are you looking to increase your conversion rate? Call-to-Actions are an essential part of the conversion process, but what kinds of Call-to-Actions should you put on your website? CTAs should be simple yet effective, and should catch the attention of your visitors. The formula for a successful CTA page title consists of combining such sales buzzwords as “free,” “discount,” “offer,” “gift,” “guarantee,” with action-oriented words like “click,” “download,” “request,” and “send.” Listed below are 50 powerful Call-to-Action phrases that visitors can’t resist clicking on.

50 Powerful Call-to-Action Phrases

  1. Download now
  2. Click here
  3. Join now
  4. Download here
  5. Start now
  6. Click here for details
  7. I urge you to…
  8. Get a free…
  9. Talk to an expert
  10. Immediate download
  11. While supplies last
  12. Money back guarantee
  13. Money back guarantee, no questions asked
  14. Get it now!
  15. Act quickly
  16. Free shipping
  17. Shipping discount
  18. Come in for a free consultation
  19. Come see us today
  20. Reserve your spot now
  21. Come in today
  22. Start your trial
  23. Start your free trial
  24. Offer expires…
  25. Satisfaction guaranteed
  26. We’d like to hear from you
  27. I can’t wait to hear from you
  28. Limited availability
  29. Limited time offer
  30. Best value
  31. For more details call…
  32. Please don’t hesitate to call
  33. We’re waiting for your call!
  34. Send for our free brochure
  35. Send for our free catalog
  36. Subscribe to our email list
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  45. Request your FREE quote today
  46. Just reach for your phone
  47. Members only/Subscribers only
  48. Contact us
  49. It’s important that you respond promptly
  50. Download our eBook for more information

Click here to learn more about powerful CTA phrases that increase clicks!

Now that you know what attention-grabbing Call-to-Actions look like, you can implement your own. Don’t just copy and paste the CTA phrases from the list above. Tweak the CTA phrases so that they apply specifically to your company and your products and/or services. For example, instead of just saying, “Start your free trial,” you can say “Start your free trial with (insert company name here) so your CTA is more personalized. Use these phrases/Quotes as a template for your website’s CTAs, sit back, and watch the clicks roll in!

25 Website Must Haves
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Improving User Experience With Good Website Navigation Design

It’s not a stretch to say that your website is one of — if not the — most important element of your inbound marketing strategy. Without it, there’s very little that you can do. Because of this, it’s essential to make sure that poor web design doesn’t frustrate your visitors. Content quality will not mean as much if visitors have trouble viewing your pages or finding what they’re looking for. This is why you need to make sure you focus on creating a user-friendly website navigation design.

Making Your Website Easy To Navigate

When someone visits your website, no matter how they got there, you’ll want them to spend as much time on it as possible. The more they engage with your site, the easier it becomes to nurture and eventually convert them. As such, you’ll want to make navigation through your website easy. Good website navigation design makes it easy to find links to your site’s main pages, as well as  being able to navigate to those individual pages, conveniently. Awareness Stage

Even if you do have a navigation bar with drop-down menus, it is important to note that most users, today, tend to prefer scrolling.  They’ve become accustomed to scrolling because of the way most social media channels work. Therefore, instead of  visitors clicking through your drop-down menu, a scrollable menu allows them to simply move their mouse over the menu to make it automatically drop-down. This way, they don’t have to click three or four times to get to the page they want to go to. Alternatively, they can just scroll through their options until they find the actual page they want to click on.

It’s a better idea to keep content on one page instead of breaking it up on multiple pages. Even if it’s a long-form piece, forcing the user to click on buttons at the end of each page that says continue to page 2, page 3, etc., is a hassle. Since they have to click to get to the next page, in addition to waiting for that page to load as well. Simply allowing them to scroll through the entire article will make your page more user-friendly.

Growth-Driven Web Design – Is It Right For Your Company? 

Tips for Good Website Navigation Design

The following are a few more examples of how you can create a good website navigation design that will improve your user experience:

Use a responsive design Your website navigation design may be well thought out for your desktop users, but it may not translate well to mobile devices. This happens due to the fact that most websites use a horizontal design, whereas screens on mobile devices are vertical. By using a responsive design, your navigation menu can be designed to turn into a mobile friendly hamburger-style menu.

Incorporate breadcrumbs Breadcrumbs allow users to see what links they have followed to get to the page they are on. This makes it easy for them to backtrack to a previous page they were on if they got lost going through your site.

Link logo to your homepage Make sure that the logo at the top of your page links to your homepage. This makes it easy for visitors to go back to the beginning, without searching for a link to your homepage.

Always display a link to your contact page Displaying your contact information at the top of your page along with a link to your contact page makes you easier to reach.

Make links easy to click for mobile Use buttons for CTAs that are easy for people to click on when using mobile devices.

Do You Need to Redesign Your Website

When designing your website, make sure that you carefully consider your website navigation design. Easy to use and clear navigation will help to improve your user experience, thereby making it easier to keep visitors engaged and on your website.

  25 Website Must Haves For Driving Traffic, Leads & Sales
What Are The Benefits Of Using HubSpot Marketing Automation Tools

What Are The Benefits Of Using HubSpot Marketing Automation Tools?

Creating a successful long-term inbound marketing strategy requires that you tackle several different tactics on different fronts, such as optimizing your site for SEO, creating high-quality content for your website, producing email newsletters, and engaging with followers on social media. Because these tactics all require constant attention to be effective, you should strongly consider the use of HubSpot marketing automation tools as a way to simplify your workload. The following are four reasons why you should be using HubSpot marketing automation tools:

1. Collect and Analyze Data to Improve Your Marketing Efforts

HubSpot’s analytics tools can help to collect data across all of your marketing platforms and provide you with metrics that you can use to the benefit of your marketing campaign. For example, you’ll be able to see what blog posts are outperforming other posts based on metrics such as visits, social engagement, click-throughs and captures. You can use this information to determine what kind of content is more effective or what elements of your blog posts need to be changed. For instance, if you have content that is receiving tons of views but no click-throughs, it may be because your calls-to-action are poor.

6 Effective Call To Action Examples

2. Personalize Communication With Your Customers

Marketing automation allows you to segment your email list, which makes it easier to personalize your emails and send more relevant content to your recipients. This is done by gathering data from your opt-in forms and using that data to segment your email list into different groups. For example, if you run an online clothing store, then segmenting your list into male and female will prevent you from sending content about women’s clothing to your male audience, which would hurt your ability to properly nurture leads through the sales funnel. The use of email segmentation will make your email marketing strategy more efficient and effective.

3. Schedule Out Your Work Ahead of Time

One of the important aspects of a good content marketing strategy is making sure that you continually publish new content on a regular basis. Your readers are going to expect new content at certain times and if you don’t publish it on the same days at the same times, you’ll lose readers. Of course, remembering to manually publish new content, whether it’s a posting an article to your blog or sending out a tweet, is time-consuming. Marketing automation allows you to create your content and posts well ahead of time and set them to be automatically published at specific times on specific dates.

Read our article: Content Marketing Misconceptions

4. Send More Qualified Leads to Your Sales Team

One of the challenges that a lot of businesses face is having their marketing team on the same page as their sales team. Sales personnel often don’t know what state of the buyer’s journey prospects are on, which makes their job more difficult — especially if they are sent leads that aren’t qualified. HubSpot marketing automation tools allow you to collect extremely useful visitor information, including their history of actions on your website, which in turn can allow you to send more highly qualified leads through to your sales team when they are ready.

The use of HubSpot marketing automation tools allows you make more efficient use of your resources and gives you the opportunity to see exactly what is and isn’t working in your marketing strategies. You’ll end up saving a lot of time on smaller, more time-consuming tasks, which you can then dedicate to more important aspects of your marketing campaign, such as engaging with and nurturing your leads.

Learn To Use Social Media To Find New Leads

drip email marketing

Drip Email Marketing vs. Lead Nurturing Campaigns; When To Use Each

Many marketing tools seem similar and are often mistaken for one another. Two tactics that are often confused are drip email marketing and lead nurturing campaign. It’s true that there are similarities in the way they work. However, they are two distinct tactics that serve different purposes. You should have both in your marketer’s toolbox to use when appropriate, especially with attraction marketing. Let’s learn a bit about each tactic and when they should be used.

Email Drip Marketing

Emails are a huge part of modern marketing. One email marketing option is email drip marketing. Named after drip coffee makers, this marketing tactic sends out emails at specific timed intervals. Time is the only factor used to indicate when an email is sent. Nothing else.

When should you use email drip marketing?

  • Educating prospects on all the products and services in your company’s portfolio.
  • Keeping your brand in front of your customers while they are contemplating a purchase.
  • Announcing new products or services for your business.
  • Showcasing best sellers in your portfolio.

A well-crafted drip email campaign can educate and inform your audience. However, done too frequently, or used only to pitch products or services, your audience may perceive these emails as spam.

[Read About Interactive Email Marketing Trends Here]

Lead Nurturing Campaigns

A lead nurturing campaign is not based on timed emails. It is based on the lead’s behavior. When a lead performs a specific behavior, it triggers an email with targeted information to be sent to your audience. These emails are designed to guide the lead through the buying process.

This type of campaign depends on gathered information about the lead’s behavior. Specific behaviors that can trigger an email include:

  • Which whitepapers grab the lead’s attention
  • How many times they visit a specific page on your website
  • Which webinar they attend
  • Which of blog post category they spend the most time in

The goal of the emails sent during a lead nurturing campaign is to deliver useful information at critical points in the sales cycle.

A marketing automation system is ideal for lead nurturing. You can build full campaigns within the system that automates almost everything in the process. The power of marketing automation systems is their ability to capture key data. This then triggers the specific emails that nurture leads.

They Complement Each Other Very Well

Drip email campaigns and lead nurturing campaigns, if well designed, will do their jobs well. They both help leads engage with your brand and give leads the information needed to make an informed decision about your products and services.

They are each powerful tools in the marketer’s toolbox on their own, but working together, they are even more powerful. Coordinated campaigns can help close deals faster and keep your brand ahead of the pack.

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