B2B Marketing Idea: Understanding the customer journey
Every customer goes through a journey to choosing your product or service. Whether that journey is pleasant and productive for the customer depends on your sales and marketing team. Let’s look at each step and the factors you need to consider.
Awareness begins the customer journey
A prospect must know about your company before they can become a customer. The awareness step builds brand recognition through advertising channels over time and frequent repetition of its image and message.
Interest moves the customer forward
Once you’ve gained awareness, you need to generate interest. This step creates a connection because the design and content of your material are relatable and meaningful to potential customers.
Consideration creates a prospect
Now that you have the attention and interest of the customer, consideration is critical to the transformation of a potential customer into a lead. Your brand is vital in this step to promote your strengths, product feature/benefits, highlight your expertise, showcase customer testimonials, and feature case studies.
Evaluation qualifies a lead
A prospect becomes a qualified lead when you or they connect to determine interest in your products or services. Also, this is the step when the lead evaluates your company and competitors.
Decision is when a lead becomes a customer
During this phase, you offer your proposal. You need to provide the solutions and cost to meet the specific requirements and reinforce the marketing messages that interested the lead in the first place.
Selection and fulfillment in the customer journey
You’ve made it through the first four steps and the lead chooses your company. Now your fulfillment team must continue the promise your sales and marketing made.
Loyalty results in repeat business
The journey could end with a happy customer. But it shouldn’t. You need to cultivate the relationship. By maintaining contact with a loyal customer, the reward will be repeat business and referrals for years.
Need help with your sales and marketing efforts? Contact Conach.