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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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Gaze Into our Crystal Ball: Thoughts Revealed Through Email Reading

By Sarah EatonManaging Editor, BeTuitive PublishingBlog: http://betuitive.blogs.com/betuitive

Imagine you’re in possession of a crystal ball that, when you gaze into it, allows you to tell just where your customers and prospects are in their buying cycle. You would know what they were thinking and when they were thinking it. Sales would be child’s play.

Crystal balls and other clairvoyant methods aside, you can apply the following ideas to make your sales proactive and savvy:

  • Identify the behavior of your prospects and customers when they are early in their decision-making process.

  • Figure out a way to identify that behavior before your competitors do.

  • Build a relationship by giving your prospects or customers something of value—usually this means information or consulting in the B-to-B sphere. Then you can count on the strength of your relationship to tip the scales in your favor when the time comes for your customers and prospects to buy.

Challenge: Discovering your customers’ and prospects’ interests through a systematic, scalable, noninvasive, legal, and value-added methodology.

Fact: Reading patterns are a great leading indicator of future purchasing.

Solution: Trend analysis of what topics your e-newsletter subscribers are reading.

Changes in reading behavior are precipitated by a number of things, including shifts in interest and trends, budget approval, pain, and need. Just as you interpret complex signals ...

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