Digital Dialogue to Generate Demand & Nurture Inquiries & Leads
David Green, CEO at PipeAlign, LLC
About this talk
Digital Dialogue engages customers and prospects in a scalable, high-velocity, low-cost automated information exchange, primarily over the Internet. Marketers use that exchange to generate demand and to educate and qualify potential business buyers before those buyers talk to anyone in sales or pre-sales. Technology advancements in this area are creating very exciting possibilities that will profoundly change the way businesses go-to-market. Attendees will learn about the following key requirements to create a scalable Digital Dialogue capability: 1) the importance of designing your Digital Dialogue capability around business buying behavior and a guide to researching that behavior; 2) content requirements; 3) email and web design considerations; 4) changes to the data model in the marketing database; 5) key processes to automate; and 6) the importance of information standards and a roadmap for implementing them.