The tasks of marketing have changed significantly in recent years. Those who, some time ago, organized trade fairs and events . The new role of marketing developed colorful product brochures and created interesting PowerPoint presentations, now play a direct role in generating leads and pre-qualifying them. This means that interested parties are only passed on to sales when their willingness to buy and area of interest can be better assessed.
But what does the ideal customer actually look like?
Modern companies are increasingly using business owner database the buyer persona concept, which is ideal for defining the ideal prospect or ideal customer. You choose a customer whose type you would like to have more of. You work with a picture and placeholders . The new role of marketing define some important profile characteristics and create a real fictional character. Position, industry, company size, personality traits or even search behavior could characterize this character.
Based on this profile, you can ultimately deduce which information the lead needs to further advance the decision-making or purchasing process. When how to use measurement to maximize a full-funnel media strategy developing your buyer persona, you should also ask yourself which channels your interested party and potential buyer uses. This is because this has a significant impact on where you publish and promote your content. Possible channels include: company blogs, video portals, social media platforms, newsletters or specialist portals. Customers from the B2B environment in particular prefer different channels than those from the B2C environment.
From prospect to buyer with lead nurturing and scoring
In order to develop the prospective customer to a certain level of “sales maturity”, the data must be enriched (= lead nurturing). In advance, the company determines which information must be available in order to pass the lead on to sales. This can be: name, email address, position, country, company size, industry, etc.
But when is a lead a good lead? What industry should it be in? How many employees does the company need to have at least? You should already know the answer to this before you evaluate your leads (= lead scoring). The new role of marketing All of these processes can be implemented most efficiently with the help of a marketing automation system. Many B2B companies also use these platforms to define campaigns and workflows . Which can be specifically measured at any time during tracking and reporting.
Conclusion
According to a study by the Lenskold frist database Group, the number of companies that set up modern lead management will grow by 41% in the future. Lead management is full of potential for B2B companies. Lead management will be a compass for sales and B2B marketing. If used correctly, it can make sales work easier. Through appropriate lead generation and lead nurturing measures, marketing and sales will work more closely together. In this way, both departments will work hand in hand in the future and will be a shared part of the company’s success.
