Have you ever seen a potential customer come to you and express what they need from your company without being asked? There's no point waiting or hoping for that to happen. Something you no doubt have seen is potential customers drifting away from you due to a lack of appropriate content. This raises the question of how to assess the needs of your existing and your potential customers, draw conclusions from their digital approaches and launch a dialogue to verify your conclusions and calculations. The insights and knowledge already acquired are useful and valuable in themselves, but they can only be used effectively if the right measures are developed and the communication is tailored to the needs of your target and your customers. Who is your customer and what point have they reached in their decision-making process?
The modern solutions of marketing automation provide comprehensive support in the qualification of your digital customers and permit a targeted and personalised approach with messages and offers aligned with the decision-making process and status of the customer. Aside from direct feedback from your leads and your customers by means of actively enquiring about their interests, there is a much more efficient way of gathering the information requested: measuring and interpreting behaviour on their digital channels. Clicks and page openings by newsletter recipients, the products in the shopping cart, clicks on categorised content, registration for any events or suggestions – the possibilities for measuring behaviour are manifold.
Aside from the identification of visitors and users, the categorization of content – for example according to groups of products or divisible characteristics – is crucially important for analysis and usability. Every interaction within the measurable channels requires a clearly defined identity in relation to a service or a product.
Based on the product or the service offered, the resulting complexity may initially be an off-putting factor, but detailed behaviour tracking is important if you want to send relevant messages at the right moment to potential customers. It is also possible to draw immediate conclusions on the success or failure of your digital marketing activities. These two factors combined justify the investment in marketing automation solutions, both in the short term for boosting sales and turnover and in the long term for creating a basis for strategic decision-making backed up by data. It is you who determines which combination of content and channel is effective, where or why the leads are not converted into customers, and what further optimises the customer's experience to foster satisfaction and loyalty in the long term. Don't wait for your new and existing customers to reveal themselves to you – find out for yourself with every click!