The traditional approach to campaign marketing involves the development of a single, generic message, intended to appeal to as much of the target audience as possible. There is little or no contact between the sales force and prospects until a request for more information has been sent in and the request fulfilled. Although this campaign is easy to implement, qualification does not occur until later stages. Precious time and expensive resources have been invested for a fairly small return. The mass customized approach recognizes that there are multiple reasons why prospective customers buy.
Qualification occurs early on before valuable resources are expended.
What's more, prospect information is validated prior to sales involvement. This leads to closer interaction between interested parties, more productive exchanges and ultimately more effective campaign results. Each program is custom-designed according to the complexity of the product or service and its typical sales cycle.