Technology in B2B lead generation is both a blessing and a disgrace. On one hand, it makes marketing operations more efficient and workable. On the other hand, there’s a lot to keep up with – you have to monitor emails, update your blogs, post on social media sites, deal with mobile campaigns, and then there’s online events. Tasks became easier, but then the number of tasks also increased.
And amidst all this, is there any place left for engagement?
First of all, what is engagement? You have a weekly correspondence with clients via email – doesn’t that qualify as engagement? You reply to your audiences’ tweets – that’s engagement, right? Your telemarketing team performs their daily routine cold-calls – doesn’t that make them engaging?
The answer is:not exactly.
You see, the act of communicating or interacting with your audience is not the only point of engagement; it’s what you talk about when you’re talking to them.
Discussing product details and quotes via email is not engagement. Promoting your content, event, or Gamification activities on social media is not engagement. Sending promo details via SMS or voicemails is not engagement. Those aren’t real conversations – they’re just plain marketing.
Read more at : The True Definition of “Engagement” in B2B Marketing
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