Modern lead management is no longer just a “nice to have” but an absolute “must have” if B2B companies are to not only survive in the world of modern marketing but also be successful. Outbound marketing measures are becoming increasingly Compass in B2B Marketing less important and changing buyer behavior is also contributing to a radical rethink in companies. We are starting to rely on content marketing to generate and develop leads and are attaching increasing importance to the strong cooperation between sales and marketing.
Which companies can afford
Not to generate leads or develop new customers today? What was a “nice to have” until recently has quickly become a “must have”. We’re talking luxembourg number data Compass in B2B Marketing about integrated lead management and everything that goes with it. But despite this knowledge, many companies have not yet jumped on the bandwagon. They continue to rely exclusively on tried and tested outbound marketing measures such as cold calling or advertisements.
Lead generation as an important basis
In a time when interested parties (=leads) find out about products independently via the Internet, social media and other platforms, companies have the task of making this information available to them in an appealing way. The aim is to accompany them from one decision-making phase to the next. Every B2B company already hoards a large seo reporting amount of content. Be it in the form of product data sheets, brochures or case studies. This Compass in B2B Marketing content must be viewed, collected and assigned to the relevant decision-making phases of a prospective customer. This process is followed by what is known as lead generation, which is a sub-area of the 4-stage lead management process.
In order for processes such as lead generation, lead development and closing to run smoothly, it is important that sales and marketing pull together and think in the same direction. Sales staff, especially in B2B companies, rarely trust the expertise of marketing. Yet they all have the same goal: to generate leads, develop customers and close sales.
The new role of marketing
The tasks of marketing have changed significantly in recent years. Those who, some time ago, organized trade fairs and events, developed Compass in. B2B Marketing 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 the buyer persona concept, which is ideal for. Compass in B2B Marketing defining the ideal prospect or ideal customer. You choose a customer whose resource data type you would like to have more of. You work with a picture and placeholders, 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.