Segment and nurture audience interest with your digital strategy
Posted: Tue Dec 17, 2024 5:52 am
segmenting the public through the digital strategy resized 600
Once a well-planned digital marketing strategy or campaign is executed, the expected result is to capture the attention of new prospects interested in the brand and its content. At this point, it is key for the marketing and sales departments to have a unified vision of these prospects in order to know what to do with them and, above all, how to transform their initial interest into a purchase decision.
This requires that the marketing and sales departments come to an agreement and share the vision of the company's sales process . Once this step has been achieved, the process of segmenting and nurturing the public's interest presents several challenges for marketing directors. How do we define which leads are most willing to receive the brand's offers? How do we ensure that leads remain on our email lists? What can we do to help leads advance in the company's sales process?
The answer to these questions is based on two fundamental aspects in the b2c cell phone number list process of segmenting and nurturing the public through the Internet: The quality of the leads and the definition of what a qualified lead is.
How to find your potential customers
To find your potential customers, we must first understand what makes one lead better than another. In other words, we must have a system for determining lead quality and know what distinguishes a person who is simply interested from a Marketing Qualified Lead (MQL). A Marketing Qualified Lead is a person who is already far enough along in the sales process for sales to contact and close the sale with. Both sales and marketing must have the same criteria for determining that a lead from the Internet has already been qualified and can be contacted by sales.
To define a LCM, each company will have its own criteria, however, it should reflect some common characteristics that indicate that it is ready to be contacted by the sales team. One way to evaluate the quality of a lead is based on determining the value it has for the company and the level of interest it may have. By placing these two factors in a quadrant, we obtain at least these four options:
Once a well-planned digital marketing strategy or campaign is executed, the expected result is to capture the attention of new prospects interested in the brand and its content. At this point, it is key for the marketing and sales departments to have a unified vision of these prospects in order to know what to do with them and, above all, how to transform their initial interest into a purchase decision.
This requires that the marketing and sales departments come to an agreement and share the vision of the company's sales process . Once this step has been achieved, the process of segmenting and nurturing the public's interest presents several challenges for marketing directors. How do we define which leads are most willing to receive the brand's offers? How do we ensure that leads remain on our email lists? What can we do to help leads advance in the company's sales process?
The answer to these questions is based on two fundamental aspects in the b2c cell phone number list process of segmenting and nurturing the public through the Internet: The quality of the leads and the definition of what a qualified lead is.
How to find your potential customers
To find your potential customers, we must first understand what makes one lead better than another. In other words, we must have a system for determining lead quality and know what distinguishes a person who is simply interested from a Marketing Qualified Lead (MQL). A Marketing Qualified Lead is a person who is already far enough along in the sales process for sales to contact and close the sale with. Both sales and marketing must have the same criteria for determining that a lead from the Internet has already been qualified and can be contacted by sales.
To define a LCM, each company will have its own criteria, however, it should reflect some common characteristics that indicate that it is ready to be contacted by the sales team. One way to evaluate the quality of a lead is based on determining the value it has for the company and the level of interest it may have. By placing these two factors in a quadrant, we obtain at least these four options: