Digitalization is transforming the customer journey. An increasing number of customers complete the first section of that journey on their own and are further along the sales funnel by the time they interact with a salesperson. Did you know that 60% of prospects are ready to discuss pricing when they receive their first sales call?
Embracing digital marketing and rethinking the content and experiences you deliver throughout the buying journey will help you capture and nurture leads in a digital environment.
Why marketers need to embrace digitalization and digital marketing
Customers tend to start the research process and progress through the first stages of the buying journey on their own. That self-directed journey requires a strong digital marketing strategy so you can deliver the right content at the right time.
The first step toward delivering the right content is to rethink how your marketing and sales teams work together. Organizations with sales and marketing departments that work closely together have a sales rate that is 38% higher than those with sales and marketing departments that don’t collaborate. Content marketing should be at the core of your digital marketing strategy since it delivers value and helps potential customers progress in their journey.
Map your customers’ journey to identify key moments and touchpoints. You can deliver a better customer experience by understanding how far along in their journey a customer is and by being aware of their expectations. Since prospects complete a significant portion of the buying journey by conducting research on their own, their first interaction with a salesperson should be geared toward practical questions such as pricing and product features.
The role of digitalization and technology in lead generation
Technology will help you support prospects during the independent phase of their buying journey.
Organizations that adopt automated lead management see a 10% revenue increase over the first six to nine months. Automation is a powerful tool that ensures prospects see the most relevant piece of content based on previous interactions. It opens new possibilities for relevant email campaigns, customized recommendations and retargeting prospects.
Lead tracking, monitoring and nurturing
Adopting a CRM as part of your lead generation framework will improve customer experience and engagement. Tracking how leads progress helps you deliver the right content at the right time or identify the leads that require attention.
Tracking leads also helps you map the customer journey and deliver a consistent experience across channels. A consistent omnichannel experience should be one of your priorities since 76% of B2B buyers use three or more channels to research a purchase.
How digital marketing impacts your lead generation strategy
Digitalization changes how prospects research their options and connect with brands. Prospects expect to easily access relevant content via a variety of channels during the first half of their journey and expect to connect with a salesperson once they have completed the self-directed portion of their journey.
Here is how you can develop a new lead generation strategy to sell in the digital age:
- Incorporate new tools like CRM and automation.
- Rethink the way your sales and marketing teams collaborate.
- Adopt new workflows with an emphasis on content development and automated delivery.
- Assess the channels you currently use, think about adding more channels and look for ways to offer a consistent omnichannel experience.
- Use analytics to map out the buyer’s journey and adjust your strategies.
- Consider outsourcing tasks like lead generation so you can focus on nurturing qualified leads.
EagleONE can help you drive your customer experience, lead generation, and digital marketing results. We offer total marketing solutions for today’s companies that get results. Contact one of our team members today to discuss.
Mike Hutzel – CEO – mike.hutzel@Eagle1group.com – 513-847-0410
Jim Borum – CXO – jim.borum@Eagle1group.com – 513-847-0410