Mobile strategies for demand generation: Practical tips on how to tap into the mobile revolution to better engage and convert your customers

WHY MOBILE?
Mobile has been the new frontier for a few years now. Just as the web changed the way we interacted and marketed to our customers, mobile is forcing us to re-look at everything we are doing today with email, website, and social—in a completely different way. According to Gartner Research, more people will use mobile phones than PCs to get online by 2014.

Let us talk business to business (B2B). Over 70% of the work force in the US is mobile and statistics show that 64 % of B2B decision makers are checking their email on mobile devices. This means that whatever we marketers are doing today, we need to extend that to cover this new frontier.

On the business to consumer (B2C) side, customers now use smart phones and tablets to interact with businesses 24/7, from anywhere – at home, at work, on a bus. And companies that embrace this always-on behaviour such as the taxi service Uber with mobile pickups, GrubHub and Seamless for food delivery, and Hotel Tonight’s app for last-minute bookings – can disrupt entire industries.

How should you extend your demand generation efforts and explore new frontiers by leveraging mobile in a more effective way?

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Imagine a demand generation process informed by up-to-the-minute insight into what your prospects think, how they make buying decisions and how you could persuade them to choose you over the competition. That process already exists, and it’s called data-driven demand generation. Unfortunately, you can’t implement it until you’ve tamed the data storm that’s fundamentally altering the way business gets done in today’s world.

We live amidst a data flood that is overwhelming businesses and employees. All of us are now walking data generators. Our mobile phones, online shopping, social networks, electronic communication, GPS-enabled devices and other connected appliances produce torrents of data as a by-product of their ordinary operations.

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Content management systems have always been known as great website editing tools, but many organizations aren’t even aware of the true power of current Web CMS platforms. Today’s CMS platforms offer advanced features and capabilities that can help you transform your website from a basic information center into a two-way customer engagement experience, which can help you interact with customers in a more meaningful way, and nurture them all the way through the buying lifecycle.

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A Content Management System (CMS) is important to your website (and business) for a variety of reasons starting from content authoring and management features. Today, I am talking about Sitecore CMS. Having evolved a whole lot in the last couple of years, it now offers advanced features like, analytics, personalization, campaign management and more.

How can you get the best out of Sitecore? Begin with building a strong foundation starting with the architecture of the website.

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The demographic of a typical insurance producer is changing. The new producer is younger, focused on efficiency and is more technology savvy. Running against time, he wants his work done promptly and the last thing he wants is a cumbersome system coming in his way. He is focused on relationships — not just with his customers, but his carriers as well. Primarily a salesman, he single-mindedly works towards closing. You might often hear him saying: “It’s a lonely world – have to deliver results to get paid!”

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