In our last blog we had discussed the shortcomings of conventional business development. From being inconsistent and unreliable, to inefficient and costly, manual systems provide a lot of scope for improvement.
We followed up on our findings to explore if there could be an alternative that would deliver best results with minimum adverse impact on costs. The study led us to conclude that the solution lay in Automation. Yes. We are convinced therein lies the solution.
The first look at business development activities itself reveals that the function is, by nature repetitive. Scouring multiple sources to identify prospects, collecting related details, making a list and then doing it all over again…It also demands an ability to handle large amounts of data. All of these make it the ideal subject for automation.
The second aspect is the need for timely actions. BD activities include running email campaigns to generate leads. This function needs time bound launch of emails, collecting responses, categorizing responses, taking action on some and sending next batch of follow up mails.
The third aspect is the need for accuracy. Sending a follow up mail to an addressee who has expressly asked to be unsubscribed can be email marketing hara-kiri! At the same time, failing to respond to a potential lead promptly can be a very costly mistake.
Unfortunately such mistakes abound in manually run business development functions. In the circumstances, what businesses desperately need is a software that can be programmed to send bulk emails based on a time trigger. It should also have built-in intelligence to automatically delete contacts that have expressed disinterest, and respond to messages of those that have responded positively. For the remaining, it should continue to send follow up messages per the plan.
Such a solution that reduces human intervention to a minimum, can help make business development an effortless,precise and easy-on-the-pocket task.