Going Old School

I spoke today at the Omniture Summit in Salt Lake city about integrating ExactTarget and Omniture’s Genesis Platform.  Afterward, I stuck around for Mikel Chertudi’s presentation on Lead Nurturing with email.  One part of his presentation that jumped out at me was his comment (and research to back it) on using fax as a complementary channel in email driven lead nurturing programs.  It was fascinating.

Mikel argues that Omniture has experience 5x conversion rates (compared to email and others) using this forgotten marketing channel.  He argues because it is more obsolete there is less noise to compete with.

Funny thing.  I spend so much time consulting about online marketing strategies and how they work with multi-channel efforts.  I have never once recommended this as an approach.  It sounds so simple it is genious.  This is especially true if timely in deployment and to a B2B audience segment.