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Mannone also recommended leveraging any existing data to better target campaigns. "If that data lives in the hearts and mind of sales, spend time uncovering it," she said. "If it doesn't exist, survey your current buyers and define their buyer persona."
2. Make it worthwhile
Getting prospects to open emails, visit websites and watch videos is only part of the equation. The real value comes when they actually respond to your marketing efforts and make a purchase. This requires a strong call to action.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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