When lead generation programs fail, they do so mainly because the messages communicated are irrelevant or ill-timed for the target audience. Our target customers are bombarded with thousands of messages every day. Unfortunately, we (as a society) have become so used to information overload it?s become the white noise of the marketplace. As a result, the knee-jerk reaction from companies is the ?ready, fire? execution of promotional offers. It?s easy for marketers to fall into the trap of believing that volume replaces…
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http://www.associationofmarketing.org/whitepapers/view.php?whitepaper_id=75
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