The main purpose of companies - regardless of the channels and the route to market - is to expand their home category, win in the market, make more money and increase efficiency across channels.
The focus is on orchestrating interactions with customers, buyers, end users at every stage of the sales funnel: discover, connect, buy, advocate
When designing the path to purchase to win both off- and online, it's all about using the exact building blocks (search, social media, media, content, merchandising, advertising) and unlocking effective data tracking and storage.
The biggest challenge in generating demand within the din of competing voices in the new omni-channel universe is to ensure that brands are aligned and deliver both a better customer experience and increased customer engagement so that the business can be managed more efficiently and grow effectively.
The quality of the user experience attracts and retains customers. Every interaction affects the rational and emotional appreciation of products and services, transforming prospects into active buyers and customers into brand ambassadors.
Accordingly, specific activities must be defined at each stage of the sales funnel, covering all disciplines related to branding, acquisition strategy and communication
Thought needs to be given to digital tools and enabling technologies (marketing automation, lead scoring, CRM) that enable brand content and corresponding calls to action to be communicated to target groups and convert the traffic generated into sales.
The main outcome is an operational master plan that identifies the types of calls to action (recognize, connect, assimilate, apply) that are most likely to capitalize on opportunities in each phase of the buying process (serendipity, discovery, interest, consideration, decision, purchase, advocacy).
Only 1 in 10 professional marketers describe their lead generation efforts are "highly efficient and effective." For most business owners, that's simply not good enough.
So, we've compiled the 30 greatest lead generation lessons into a eBook
These 30 tips, tricks and ideas will teach you:
This is your guide to start generating more high-quality sales leads today.
The user-centric approach is instrumental to design an intimate relationship between brands and the digital age consumers that will unleash the business performance for the future.
A top-quality execution grounded in archetypal branding features is therefore an essential, sustainable and profitable business competitive advantage.
Down the sales funnel, a clear understanding of processes, needs and perceptions will help to align content and calls for action.