Quan is responsible for all marketing functions, including digital, ecommerce, trade promotions, training, brand management, marketing automation, analytics, and Special leads events. In this discussion, Quan talks about what the Engagement Economy means to him, how that has changed Lennox’s approach, and the importance of balancing digital and personal interactions when connecting Special leads with customers. Q. What do you think of the concept of the Engagement Economy? My strategy is very much aligned with the concept of the
Engagement Economy, especially due to the B2B selling efforts my Special leads team and I use to convert business owners, sales consultants, and technicians. We leverage digital innovations to engage with all those functional groups. Our old approach was to reach out only to owners via Special leads email. Now we encourage all these functional groups to leverage LennoxPROS, our B2B digital portal. Technicians can get product data, warranty data, and repair parts for a unit with Special leads a single scan. Sales consultants can create system matchups, pricing and professional proposals for homeowners.
Business owners have always managed their relationship with Special leads Lennox through LennoxPROS, but we now have more capabilities there to support them. Q. Has that change impacted your mindset and approach? We’re very aware that just because a business owner has signed a contract with us does not mean that we have their business. The owner’s support simply provides an opportunity to Special leads participate with the firm. We then have to convert the in-house sales person in order to impact revenue and brand recognition.