Marketing activities as a general principle are designed to generate leads. And leads can be the derivative of customer engagement. However, just because these are both true, doesn’t always mean your marketing team needs to push really hard to increase engagement just to get leads. Let’s take a deeper look at these two important pieces of your brand’s health.
Today’s hyper-growth-minded companies are looking to digital transformation as the answer. But, scalable growth has quickly become so much more than that. It’s not just digital transformation that needs attention; it’s how to adopt that concept and new activities within your business framework as well as your product/service offerings, and fashion an entirely new model within a new array of thinking. Basically, reshaping your business is required or your competitors will reshape it for you, and it won’t look good.
You may be asking, how does profiling fit into the current theme of metrics? Great question. Every marketing team needs to establish a profile and not just one. By looking at the data provided from a cross-section of these areas listed above (Google, Social, Market, Persona, and Leads), and using the analytics they provide, you will be able to see common data sets – these are the secret sauce you need so your sales and marketing and be most efficient and effective.
Untold and unseen pieces of our world today were discovered
because of curiosity, and insatiable desire to innovate,
explore and see where the journey leads.
Regardless of the business you’re in, your customer is never super-easy to find. And worse, if you don’t have a clear definition of who your customers are, your sales and marketing teams will spend lots of time and money trying to connect with the wrong people who are not likely to buy. Yes, without a clear definition, these teams could be going after different people for different reasons. Yikes. That sounds like a recipe for disaster, right?
The word value as it relates to an inquiry or lead for your company is defined in different ways. Many definitions arise, and those definitions vary depending on the professional trying to define it and the hat they wear within your company.
First, let me say this is not a new topic. It may, however, be a new twist on it so stay with me. Marketing teams are strategists, constantly maneuvering resources and content to increase conversion opportunities. Simple right? Let’s continue. Much like a Chess match, there are several opportunistic moves to strategically place to get closer to your goal. Each move is performed with tools (or Chess Pieces) that have strengths. However, if you’re not planning ahead with a strategy guiding content and placement… hmm… you will soon be cornered with no place to go. Sounds like Chess and marketing have a lot more in common than people thought.
Marketers and sales professionals need to pay closer attention to their customers’ needs, wants, and interactions. They are giving us clues to what makes them tick and how they want to be treated. The digital environment, which was the new frontier over 20 years ago, isn’t new any longer. But, it is changing rapidly and we need to keep pace with our customers’ expectations and communication preferences on digital.
As marketers, we are trained to create marketing content and initiatives that help attract the prospective customer. We go the extra mile to understand their motivations, pain points, questions, what customer touch points are effective and many other attributes that help create more effective marketing. We call this prospective customer a “persona.” But there’s more to understand – more on that later.