Tuesday, February 8, 2011

Closing B2B business without your prospect being touched by a human being...

By Mark Helfen

Find business prospects .. nurture them to close .. with no human intervention?

Its common in the consumer world - when was the last time you called someone at Amazon for a book recommendation? But less so in business-to-business marketing, where customers expect to speak to a human before purchasing.

But at Monday's (February 14) SDForum Marketing SIG meeting Daniel Greenberg will explain how it's done. In his last position, he designed a closed loop system to get business without sales intervention. 

Greenberg is currently Chief Marketing Officer at Simply Hired. He has more than 20 years of marketing experience, including 5 years as a C-level executive. He has a BA in economics from Oberlin College, and an MBA from the University of Chicago.

According to Greenberg, you can close business "without your prospect being touched by a human being."

Greenberg's system sources prospects from social media, and then nurtures them along to a close with marketing automation and CRM software. While the tools are high tech, the products sold don't need to be. Greenberg says that a wide range of products can be sold this way, all except the very high end.

Designing his initial system was hard said Greenberg. So he has some techniques, tips and tricks so you gain from the benefit of his experience.

A few examples:
- How to set up a flow chart to manage prospect nurturing.
- How to do mass customization of emails.
- He will share the metrics and measurements he uses to manage the process, and the "CMO dashboard" he used to monitor the marketing process.

Please note that the MarketingSIG now has a Meetup page - Please sign up if you plan to attend. If the meeting lists full, please sign up to be wait listed.


Mark Helfen is a freelance writer, journalist, and marketing consultant. He can be reached at:

Linkedin: www.linkedin.com/in/markhelfen

Facebook: www.facebook.com/mark.helfen

Follow me on Twitter: twitter.com/mark_helfen


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