On Monday, we discussed the changing B2B sales funnel and how to address it as marketers. It’s important to understand how the funnel works for your company’s consumer base and how it functions within your industry. The key to good marketing – and sales – is understanding how your customer discovers your brand and enters the funnel.
Ask yourself – how well do you understand this process? If you have any doubts, here are some ways to find out:
Consider something as simple as including a “how did you hear about us” line on the sales form, the contact form, or the email sign-up form. This will help you learn whether it’s word of mouth, content, or something else that brings in your best leads.
Google Analytics is your friend. It’s important to pay attention to website referral traffic, because understanding this important step can help you formulate a strategy to attract a larger pool of customers. Alternately, it can help you determine what potential lead sources need some attention.
On Monday, we mentioned the importance of developing a robust CRM. It’s so important, in fact, that we recommend that you consider using a premium program such as InfusionSoft. The customer understanding you can glean from a program like this makes the investment well worth it, and it’s geared towards small businesses, making it easy to use and sort the information that is most usable.
(Image credit: Dell’s Official Flickr Page)
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