Marketing 0

FIGURE 11.1
 Example of Augmented Marketing in Tiered Sales
Interface
2. Build a list of possible sales interfaces.
In the past, the sales process relied a lot on trade shows and
email marketing to build awareness and generate leads. To
nurture the leads and close them, companies relied on telesales
and direct salesforce. With advanced technologies, many
alternative interfaces emerge. Digital marketing now has broad
enough reach for an awareness campaign. Businesses can use
various alternative channels to process the leads, such as with a
self-service website, an AR-enabled mobile app, an AI-enabled
chatbot, and live chat—all at a lower cost.
3. Match the funnel activity with the best interface option.
To determine which interface plays which role in the process, it
is not always only about cutting costs. Companies need to
balance efficiency and effectiveness. Depending on the profiles
of the sales leads, marketers can choose between offline
channels such as trade shows and digital marketing channels
such as social media. Similar logic applies in the middle and
bottom of the funnel processes. Although the most effective, the
salesforce remains the most expensive channel. Thus, most
companies reserve their valuable time specifically for the
bottom of the funnel. For the middle of the funnel, AI-based
chatbot can replace the role of telesales.

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