Are You Letting Web Marketing Efforts Come Between You and Your Customer?

Recently, I had a discussion with a B-to-B client about his successful online marketing. The client was very pleased with how many new customers were now coming from his online marketing activities and what percentage of its orders and sales were being received online.

He crowed about how much money he was saving getting orders online vs. over the phone. He sounded like a giddy online marketing manager! On the surface, those are all good achievements. But I couldn’t help but wonder if the focus and attention were on the right things. I pondered the situation for a moment and thought about the value of the missed interaction with an experienced inbound representative. I thought about the “touch” rather than the “tech” approach. I asked him the following questions: