Have you ever seen a potential customer come to you and express his or her needs to your company unasked? Do not wait or hope for it. What you have certainly already experienced are prospective customers who turn away from you for lack of suitable content. This raises the question of how you measure the needs of your existing and potential customers,
derive conclusions from their digital behaviour and enter into a dialogue to validate your findings and calculations. The insights you gained are already valuable, but they can only be used effectively if you develop the right measures and
tailor your communication to the needs of your target groups and customers. Who is your customer and where are they in their decision-making process?
Modern marketing automation solutions provide comprehensive support in the qualification and profiling of your digital visitors and enable targeted, personalised addressing with relevant messages and offers, in line with their decision-making process or customer status. In addition to the direct feedback of your leads and customers by actively querying their interests, there is a far more effective way to collect the required information: By measuring and interpreting behaviour on their digital channels. Newsletter recipients' openings and clicks, products in the shopping cart, clicks on categorised content, registrations for events or recommendations - the possibilities for measuring behavior are extensive. In addition to the identification of visitors and users, the categorisation of content, such as according to product groups or clearly separable characteristics, is of decisive importance for analysis and usability. Every interaction within its measurable channels requires a clearly defined identity, at best in relation to a service or a product.
Depending on the product or service offering, the resulting complexity can initially be a discouraging factor, but the detailed recording of the behavior is worth it: You are able to
send relevant messages at the right time to potential customers. You can also
draw direct conclusions about the success or failure of your digital marketing activities. These two factors together legitimise investments in marketing automation solutions both in the short term, by increasing sales and turnover, and in the long term as a
foundation for data-based, strategic decisions. You determine which combination of content and channel is effective, where and why leads are not converted into customers and what further optimises the customer experience to promote long-term satisfaction and customer loyalty. Don't wait until your new and existing customers reveal themselves to you - learn from every click!