Prospecting is like taking a shower; you have to do it everyday in order to prevent spoilage, if you know what I mean. Many sales teams forget about prospecting during the busy times, and regret their thoughtlessness when the next month rolls around and their twiddling their thumbs, and scramble to resurrect long lost leads.
Marketing automation is a great way to keep prospecting activities going while you’re working live leads. Email campaigns can keep you in touch with prospects, continue to warm them and educate them at that respectful arms-length demeanor. MA campaigns send emails that respond to your prospects’ behavior without you even looking at a database. After the campaign, you check in during the slow times, and reach out to those who have looked, but haven’t touched yet. It’s time for you to touch them. And frankly, they may not mind.