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BEST PRACTICES & STRATEGIES

1. Attract - create visibility and pull effect with the best possible processing with the highest
relevant content possible chance to win the contract.
The focus of this step is to promote relevant content 4. Convert - hand over to sales at the right time
with maximum reach and visibility to create a pull and convert
effect and to motivate the interested party to visit the
landing page or website where relevant content is The goal of the conversion is the completion of the
presented. Instruments, such as landing pages, transaction and the conversion of the lead into a
social media, blogs or SEA, are used to distribute customer relationship. For this purpose - in the
content excerpts that lure customers into the deal. case of personal sales processing - the qualified
lead is automatically routed to the sales department
2. Engage - maximize engagement and achieve at the time of its decision-making maturity. The
opt ins degree of maturity is determined by the scoring of
profile features and interactions (for example,
The goal of this sub-process is dealing with the content retrieval) shown in the marketing
attracted prospect: content vs. opt-in. To get the automation system, which the lead has measurably
highly relevant content for free, it requires a completed. As a rule, the routing is then carried out
registration in which the potential customer gives the by means of fully automatic data transfer to a CRM
first data (email, name etc.) and declares his/her system in which the lead is prioritized for
consent to follow-up communication. As a result, a processing according to its scoring value. That way,
new costumer is identified and there is a legally the sales department receives a lead and
secure basis for pro-active communication. comprehensive personal information at the optimal
processing time that can be used to enter into a
3. Nurture - build up the ability to make decisions conclusion-oriented dialogue with a high chance of
successively conversion.

Nurturing is by far the most extensive and complex 5. Delight - maximize customer experience and
subprocess. The aim is to qualify the newly won, expand customer value
unqualified lead up to the point of sale. The
qualification has two dimensions: On the one hand, After the purchase is before the purchase.
it's about gradually providing the lead with the Accordingly, in this phase it is important to
content that it needs for self-education in the course consolidate and deepen the customer experience
of the customer journey. On the other hand, the with personalized communication, including its
focus is on the acquisition of information about the activity and transaction history.
lead, the person’s role in the purchase decision
process, as well as purchase intentions. For each Through personalized communication, Marketing
content, the deal is sealed with another request for Automation enables the effective acquisition of leads,
information. The result of this lead management their qualification and conversion to the customer, as
process is a lead that has qualified decision-making well as comprehensive customer experience
capability with the help of the content provided, and management. ◊
a lead profile that allows the sales team to achieve
By Daniela La Marca

MediaBUZZ Pte Ltd - Independant ePublisher for Asia