Giving the customer what they want starts long before they actually buy anything from you, or at least it should.
It's very easy to spend all your time on content that attracts customers in the first place. But to achieve success, and convert those sales leads into clients, you need to ensure you're sending out good, relevant content that they want to see at all phases of their customer lifecycle journey.
To do this, we recommend that smaller software businesses should do the following:
- gain more insight into their buyer personas and the journey they took;
- get a better understanding of the kinds of content which moves their prospects through the top, middle and bottom of the four-stage funnel (Attract, Engage, Nurture, Close) using software comparisons, ROI calculators and testimonial videos;
- track the conversion rate at each stage of the funnel to see how to improve overall performance, and discover how what you do contributes to results.
It is vital that you keep the momentum going at this point, to provide information that is going to take your prospect through the final stages of the sales and marketing process.
If you're using marketing automation software, it can deliver automated and relevant e-mails to leads, with the content written to reflect the prospect's interests.
Marketing automation software has the capability to track your prospect's journey from start to finish, while recording all of their activity as a lead score. The higher the lead score the hotter the prospect.
To find out how marketing automation software can support your sales and marketing process, please contact us to arrange a free no obligation consultation.
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