February 5, 2003
Upgrading Permission, the IBM Way
Joanna Belbey and Karen Gedney, ClickZ
Some prospects are ready to buy today. Most are not, but that doesn’t mean you should neglect them. In a previous article, we described the role of marketing in gaining increasing levels of permission to help prospects learn more, first about the problem and then about your solution. Here is how IBM nurtures these prospects to upgrade its permission dialogue and move them into the buying cycle.
Read the complete case study >>
|