Is the customer experience central to each and every one of your marketing efforts? If not, you might as well just throw in the towel now. Sound harsh? It’s not. After all, satisfied leads are the only ones who continue through the sales funnel and become customers, and satisfied customers turn into loyal brand advocates who will help generate more growth for your organization.
So this month, we’re honing in on customer experience. Here’s a sneak peek into what you can expect:
Improving the customer experience should be as data-driven as any other aspect of your marketing. Use data and analytics from past marketing efforts, sales calls and customer surveys to learn what information your potential customers want and when. Then, based on this information, design your marketing content to provide a more organic, enjoyable experience — both throughout the marketing and sales process, and once they’ve become customers. This adds value to your customer relationships, endears your brand to customers and increases your marketing ROI.
This month, you’ll learn how to invite customers to share relevant, actionable data you can use in the development of these efforts. We’ll cover how to interpret website analytics as well as content and email marketing engagement in order to improve the customer experience.
Marketers lose leads throughout the buying cycle, but an improved sales experience can cause fewer prospects to be lost. By examining data in new ways, you’ll gain insight into where and when leads fall out of the buying cycle, and from there you’ll be able to make the adjustments needed to keep them moving down the funnel.
In the coming weeks, we’ll explore how to identify and mend trouble areas in your customers’ journeys. Through both data gleaned from customer interactions with your content and direct feedback, we’ll discuss how to make sure the buying cycle is as streamlined and efficient as possible.
Your brand can save a great deal of time and money by learning from the successes and failures of other companies. To close out the month, we’ll take a look at some brands that have meaningfully transformed the customer experience through data, and see what others can learn from their examples. We’ll share a Movéo case study to showcase how tailored messages, driven by insights derived from data, can have measurable benefits to your marketing efforts.
Can’t wait for more data-driven marketing advice? Check out our white paper on the New Marketing Value Chain:
Photo by Cydcor via Flickr Creative Commons
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