Other than cost considerations, companies really don’t have an acceptable excuse for limiting the volume of prospecting activity at the top of their sales funnels. New marketing automation solutions are often proposed as a solution to that problem, but even these technology tools fail to address the pay-per-prospect model that limits list development. What’s more, the high cost of full-blown marketing automation actually becomes prohibitive for most companies when applied to massive numbers of early stage prospects.
A smarter strategy for the upper funnel is prospecting automation – an email and web-centric approach to automation that enables almost unlimited growth of marketing outreach without large incremental costs. Automation of prospect list development and a “lite” approach to email and web engagement automation are the two requirements that must be met to reach this goal.