Trigger Leads and Sales

Most marketers have a regular email program in place. However, if a company’s only forays into email are newsletters or promotional announcements, that marketer may miss the boat.

I want to focus on what relevant emails mean to B-to-B and B-to-C marketers. The applications are very different: B-to-B marketers can employ sophisticated lead nurturing programs while B-to-C marketers are more likely to zero in on driving a sale.

Another important qualifier could be the recency of activity, and positive or negative point scores could be associated with activities that occur with actions that take place within a compressed time or a much longer time.

Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.