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Knowing your audience is important for any marketer, but it’s absolutely essential for B2B advertisers. Having the full picture of what a customer journey looks like helps you create a frictionless funnel for your users, and it means more quality leads. As we we reflect on the last year and plan for 2021, here are some helpful questions to ask yourself, your Sales team, and your marketing team.
If you’re advertising on Google, you probably know what your conversion windows look like – you know exactly how long it takes for a click to become a conversion. Do you know what happens after that? B2B success doesn’t just stop at the first form fill. As an advertiser, you want to know how many of your leads become MQLs, then SQLs, and ultimately how many deals your paid channels contribute to. This also means being aligned with your sales team. Your marketing strategy isn’t working if your leads aren’t turning into deals.
Here are some of the questions you should asking yourself (and sales!) about when it comes to audience targeting and lead quality:
You also want to be able to tailor your messages to wherever your customer is in their journey. Ask yourself:
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