Today companies have thousands if not millions of customers in databases that represent a tremendous opportunity to drive organic revenue growth. However, according to Forrester Research, more than 65 percent of adults in the U.S. have exercised the option to be added to 'Do Not Call' lists which prohibit marketing calls to home or mobile phones.
Customers may also 'opt-out' from company e-mails which also prohibits companies from sending e-mails to a customer. While these options have helped consumers reduce the number of irrelevant calls or SPAM they receive, it has also placed a great strain on marketers by dictating who they legally can and cannot contact, even within their own customer populations.
These customers have become the 'marketing unreachables' - those who may contact a company, but whom a company cannot contact. Within this reality, how does an organization meet its goals for growing revenue and nurturing customer relationships? The answer may be next-generation inbound marketing.
Inbound Marketing - Convert Missed Opportunities into Marketing Opportunities
In a challenging economy, the inbound marketing campaign is serving as a strategy for driving organic growth within customer populations, including the unreachables, with the promise of the following:
- Recaptured revenue opportunities via inbound channels
- Connected customer experience, across all customer touch points
- Higher response rates than traditional outbound marketing (up to 40 percent)
- Reinforce the customer-focused brand and prevent customer frustration as a result of irrelevant messages.
Simply put, inbound campaign management is a critical element of next-generation marketing capabilities. It can create happy customers from unhappy customers, profit centers from cost centers and cannot be ignored.
