Sales via your site

Your website could be the place in optima forma where IT, Marketing and Sales are going hand in hand. IT building the site, marketing generating leads, and Sales following up, planning on product-marketing combinations and building on the personal network.

Lead generation

Think about lead generation, via well-written whitepapers, registrations for webinars and seminars. These are ideal ways of getting in touch with people already aware of your products/services, and wanting to learn more about ‘cultivating a garden’, ‘improving stability of a Linux network’ or ‘the essentials of flying a propellor plane’.

Conversion optimization

Or a step further in the sales process: people who put products in their basket and don’t buy. If you consider that the percentage of abandoned shopping carts in e-commerce lies around (or above) 50%, it’s easy to do the math.


After a sale the customer journey starts. Techniques like cross-and-upselling and repeated purchases improve the total customer value, aka share of wallet. Automating this means, a.o.:

  1. Sending a follow-up mail after a purchase
  2. Identifying an initial purchase over a returning customer
  3. Update customer data an x period after the last mutation
  4. Cross-selling products X,Y and Z after the purchase of product A
  5. Stimulating renewal of service contracts an x period before the end of a contract
  6. Sending an offer x period after the purchase of a machine


Building a customer life cycle

Getting an insight in your own customer life cycle can be a lot of fun. Start by identifying all relevant events in time where you could be in touch with a customer, based on, but not limited by, the examples above.

Then think about when you would like to contact an individual customer or prospect, e.g. if a prospect hasn;t been in touch with you for 6 months, or when you haven’t had a proper account management talk with an A customer in 6 weeks.

The final step before scheduling everything in a campaign is to create the contact, e.g. an e-mail. You can decide whether a contact should be visual attractive or should be very personal, like a message sent straight from Outlook.

But beware: Results of these intelligent and timely messages can be stunning.

About the author

Over the past few years Walter van der Scheer has been evangelizing marketing automation to advertising agencies, e-commerce companies and co-workers alike and has been building a team of determined sales professionals. He has made progress, but the road ahead is still very long. Walter shares his personal experiences and challenges along the road of changing the way that marketing is done, while trying to stick to the strategically chosen path.

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