The benefits of a properly implemented cross channel campaign are numerous. In addition to automating the execution of the campaign’s relevant components, subsequent nurture messaging, and freeing up valuable human capital for other pursuits, organizations earn quantum increases in response.  Opening up a dialog with prospects via a landing page means that organizations can continue the conversation with additional relevant messaging, shorten sales cycles and improve retention rates. 

 

Analyzing response data collected provides a methodology to validate messaging, offers, calls to action within segments and at the individual respondent level.  Looking at groups or individuals who don’t respond and gleaning valuable insight about messaging and the delivery channels used can provide further benefit. 

 

Streamlining the delivery of a qualified lead to the sales force is yet another outstanding benefit of a cross channel campaign. Either because of hubris surrounding the technical implementation of all this marketing power or just plain neglect, the execution of the sales follow-up often ends in anything but the maximum ROI. Sales reps are given the marching order to follow up quickly once they receive a lead via text or email in order to have the best chance of reaching a decision maker and qualifying the opportunity. But unfortunately, they do so with no instruction on what to say. So this well orchestrated strategy that has succeeded in uncovering a viable opportunity ends with an unprepared sales rep announcing to the “gatekeeper” something unremarkable like: “Ms. Executive just downloaded a whitepaper and I’m calling to see if she has any questions.”