For Corporate Ink and many of our clients, the answer is a definitive no. Here’s my take: Use analytics to have smarter conversations with your leads and customers – and then use the sum of those parts to power better campaigns that they will value.
A lot of what I learned at the Inbound Marketing Summit this week revolved around how to tailor your content and email marketing based on each part of the funnel.
All of this focused on using the data from your campaigns, web visits and tracking what was downloaded, when and by whom, but few people – none come to mind actually – talked about using actual conversations with potential customers to drive how you interact and the content you create.
What do you think? How do conversations play in your sales and marketing strategies?