Aprimo®, a Teradata company and a global leader in cloud-based integrated marketing software say that weakening outbound marketing methods see marketers looking to inbound techniques to improve ROI. Yet only 4% say they have fully integrated real-time inbound methods into their sales and marketing initiatives based on Aprimo’s latest research.
“It’s the age of the customer and Inbound Marketing is key to successful
customer engagement. It is non-intrusive as it targets customers when
they reach out to a company — whether through calls, retail touch points
or online - and a company responds with presenting a perfectly timed
and perfectly appropriate offer based on the current interaction,” says
Kevin O’Regan, VP of Sales, Aprimo EMEA. “According to a survey carried
out earlier this year by Crain Research Insights, sponsored by Aprimo,
59% of respondents reported that they viewed inbound marketing more
effective than outbound marketing,” O’Regan continues.
Furthermore a majority of marketers (63%) reported that the growing use
of digital channels is fuelling the interest in inbound marketing for
real-time customer solutions. But marketers in general have been slow on
the uptake. 37% of respondents reported that they have not integrated
real-time marketing technologies with their sales and marketing units at