First Contact Using Incentives and Automation to Spur Web Visitors to Action

Ida Cheinman, Substance151

It’s time that professional services firms faced a couple of hard truths: First, no one wants to subscribe to an e-newsletter, and second, a single email is not going to make the phones ring.

Companies spend significant resources on online marketing only to be left wondering why it’s not working. It’s not surprising. Gaining traction through content alone is not easy—especially if you want to do more than build awareness.

The problem, however, is not that online marketing doesn’t work. It's that most A/E/C firms stop short of what it takes to see results. Specifically, their online marketing lacks strategy and disciplined follow-up.

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