Marketing automation tools are great when used as prescribed, but occasional off-label uses can be very rewarding. I’ve recently come across a few “wish-I’d-thought-of-that” ideas on some off-label uses of marketing automation tools. This is the first example in a three-part series of unconventional ways you can make marketing automation work for you.
Many software companies have long sales cycles that involve multiple decision makers and require Requests for Proposals (RFPs). The RFP process is a long one that typically includes a “quiet period” of 30 to 45 days, during which the potential client enters the evaluation phase and is supposed to have no communication whatsoever with the competing vendors. This can be frustrating for companies who want to know how they’re coming along in the deliberations. But what to do if you can’t touch base with the prospect? Marketing automation tools can show you who is visiting your website, how long they’re spending on it, and what they’re looking at while they’re there. If you suddenly see a spike in traffic from a potential client’s IP address, you can bet that your company is a serious contender. Even in a mandatory “quiet period”, you can get an edge over your competitors by using marketing automation tools to gauge a prospect’s level of interest in your product.
Stay tuned for Part 2.
