Traditional cold calling as a primary sales practice is no longer an effective method for generating B2B leads. The high cost and associated risk of sales headcount coupled with the low conversion
rates of calls, compounded by the business consumer’s desire to interact and self sell online makes cold calling ineffective for most organizations.
Marketing automation, deployed in a b2b environment, integrated with CRM can eliminate the risk associated with cold calling while improving the call connect rates by inside sales by facilitating person-to-person interactions through lead analysis, alerting and routing.
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