We saw in the previous article that far from being the majority, successful customer experiences are still rare today. Indeed, many brands still use “old school” marketing. This marketing consists in pushing as many messages as possible to their potential targets, hoping that some of them will take the bait.
This is the outbound marketing. Having always known only this method, some brands persist in this way by buying lists of contacts to entrust them to a telemarketing service provider. These messages are “pushed” without taking into account the interests of the prospect or customer and are often delivered at the wrong time, without consistency with the commercial maturity of the recipient. Undifferentiated and without the possibility of dialogue, this mode of communication breaks with the customer journey. As you can see, this type of strategy offers little added value and can have a negative impact on the customer’s experience with the brand.
The result: a frustrated customer
The consequence is that today, 80% of French people consider that advertising is invasive; Symantec estimated that 6 billion spam messages are sent per month worldwide. Consumers are fed up and the image of brands abusing outbound marketing is increasingly degraded.
Companies in the fog
On the corporate side, this outbound marketing is often accompanied by a lack of ability to measure results across different initiatives. It is true that we can obtain, with the help of Excel tables, the percentage of clicks from an email sending or the purchases/appointments generated by a telemarketing call campaign.
However, as soon as you need to compare the ROI of the programs between them or reuse these results in the next campaign, the technological means are rarely appropriate: marketing has long been the poor relation on the one hand of publishers, who prefer to devote themselves to CRM or back offices, and on the other hand of the IT departments, which must take care of the back office (billing) and CRM (sales).
The result is that in 2010, 44% of marketing managers had no idea what would result from a 10% increase in their marketing budget! (according to the Lenskold Group’s 2010 B2B Lead Generation Marketing ROI study).
An environment conducive to change
Yet the context is conducive to a paradigm shift in terms of marketing: