Framework demonstrates the different phases of the customer journey. (Source: morefire GmbH) Only if you succeed in delivering content along the customer journey will interested parties stay on the ball and qualify. Therefore try to empathize with your target group as deeply as possible with the help of buyer personas web analysis and CRM data. It also helps for example to ask service and sales about typical customer questions and problems. Put on your customer glasses and disappear from your bubble! Just because you find a topic interesting doesn't mean that the customer is interested in it. phases of the customer journey In every phase of the customer journey customers have different needs that you have to satisfy with the right content. Source: morefire GmbH.
Evaluation Strategy If your marketing automation is running then the exciting question arises as to when the B B leads have matured so far that it is worth handing them over to sales. The Latest Mailing Database maintenance and qualification of contacts is referred to as lead nurturing. As soon as someone has grabbed your lead magnet you practice nurturing. The better you do this the more leads will ultimately become customers. At the latest when your automation is really picking up speed and the leads are raining down on you like hailstones you have to deal with their evaluation. Because at some point in the process it is neither economical nor possible to devote the same attention to every lead.
The same applies here as with content: gut feeling is a bad advisor. With the help of a lead scoring model you define at which level of the customer ladder a contact is. Possible levels are: subscribers Lead Marketing Qualified Lead (MQL) Sales Qualified Lead (SQL) opportunity customers Marketing is responsible for lead nurturing up to and including the Marketing Qualified Lead after which Sales assumes responsibility. Evaluation with explicit and implicit scoring The lead scoring system that every good CRM should have in place assigns points based on a variety of factors.
