Despite the bold headline, we are not promising to deliver absolute solutions to the complex problems of lead generation for your organization. However, we can offer you some clues about how to make the new sales leads more profitable to your business.
First, recognize that the buyer is in control in today’s market. B2Beacon identifies the 4 phases of the buyer journey this way:
- Explore: In the early phase of buying, the buyer is simply exploring options.
- Evaluate: Buyers want to be knowledgeable about the products they purchase.
- Purchase: Although important, the purchase step is not the end of the relationship.
- Experience: Social media gives power to the buyer to publish information about your company.
Actually, the data does nothing. But – it informs decision makers with tangible evidence of how a buyer is processing the decision to purchase. When the data is transformed into actionable goals, dashboards can be set up in your CRM to gauge your effectiveness. As you gather more and more data about the buyer and what they want, it gives you uncanny insight into the buying journey.
Automation is Personal
Running your email marketing campaigns based on bytes of seemingly impersonal information seems like it would distance you from your customers. Counterintuitively though, data is exactly what your company needs to create emotional connections that lead to meaningful customer relationships.
Data-Based Insights Save Money
No one can tell you exactly what you need to do to reach your best sales lead opportunities and convert them into buyers. But your current buyers and the recipients of your emails can give you what you need unknowingly. Seeking guidance from real customers through the data generated in their CRM will help you avoid costly mistakes. It will also give you valuable lessons that trigger customer engagement and trust.
Measure and Adapt
This is particularly important at the stage where a buyer is evaluating options. Pay close attention to the clicks and open rates during this phase. Learn what articles are consumed and what other content is downloaded. Tailor your future email marketing based on what you learn from the data.
When a buyer reaches the purchase phase you will have data that enables you to both look back and project forward. In other words, success leaves clues. Let your CRM data make distinctions between those who purchased and those that didn’t. Use that rich information to make changes about how you develop future email marketing campaigns. For example, the look back will give you clues about the ideal client persona, behaviors taken by those who purchase and what content caused them to move forward.
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