Demand generation is a complex discipline. In some ways managing integrated demand generation is like trying to conduct an orchestra. All the various instruments need to work with each other in the right sequence and with the proper volume. In less lofty terms, data, technology, tele-services, content and communication need to be assembled and managed in a way that compels prospects to action. As an example, blending marketing automation - lead nurturing - with tele-prospecting enables us to understand where prospects are in their buying cycle, prioritize outbound calling based on lead scoring, and then engage in more relevant and consultative sales discussions.
It's important to ensure that the team creating outbound email campaigns works closely with tele-prospectors who perform the follow up. Customers feel like they're having a single conversation with a company that listens to them and responds accordingly - rather than being party to a series of disjointed conversations.h