Growing up in Oklahoma, we had a common saying: “I’m fixin’ to get ready.” In other words, I’ve got somewhere to go or something to do, but not quite yet – so in the meantime I’m doing something else, which may or may not have anything to do with what I’m doing later. The buying cycle for your customers is a lot like that today, too.
According to SiriusDecisions, as much as 70 percent of the buyer’s journey is complete before they reach out to sales. So, a lot of your future customers are fixin’ to get ready – but how would you know, unless they call or email you every time they’ve made progress towards making a purchase. The more complex the purchase is, and the longer the sales cycle, the worse this situation gets for sales and marketing departments. Sales may spend time calling a visitor over and over who filled out a form on your site. If the visitor is only in the initial research stage of their buying process, it’s a waste of time for your sales teams, and irritates potential customers. Continue reading The Automation Advantage: Is Your Marketing Working For You 24/7?