Stating the obvious…
Jackie West
Jackie West writes:
Chris Rand is so very good at stating the flippin’ obvious – I always feel when I read his daily articles that he’s talking just to me, and most days I’m squirming as I’m reading because I know he’s right, and I know I must do better…. yes, me too!
However, when ‘Here’s the data sheet you wanted last week‘ arrived recently, I can honestly say that this time I was saying “I do that!” – that is to say, I’ve recommended and created landing pages for my clients, for basic sales information, and most effective it is. Enquirers no longer have to wait, for someone to a) send you the lead, and b) someone in your organisation to service that lead with the requested information.
As Chris, quite rightly, says, “There’s a huge mismatch in B2B marketing at present between the enquirer and the manufacturer. As enquirers, we absolutely expect a response to any simple request in seconds. Yet many manufacturers still deal with enquiries like it’s 1989 (“well, it’s taken the magazine five days to mail us the lead, so there’s no rush to service it in less than a couple more days”). That’s not good enough. Anyone researching online expects the information to be freely available to read or download instantly, or – if they have to request it – delivered by email just as quickly. Hours or days later might be good enough for a sales call, but not for basic literature. Not any longer…”
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- Posted on 13 Apr 2010 at 01:15 pm
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