Step 6: Acquire Customers
This is the most important moment because it is the phase in which leads become actual customers . By carrying out comparative tests on calls to action and landing pages it is possible to verify which direction guarantees the highest conversion rate . When talking about your product always remember to highlight your Unique Selling Proposition and adopt the right sales strategies to reach decision makers .
In B2B this is a particularly delicate phase, which may require the intervention of a sales person and a face-to-face meeting. In this sense, participation in industry events is very useful because it allows you to meet potential customers in person and finalize all the nurturing and awareness work carried out over time.
At this stage, the return on investment (ROI) of the strategy implemented must be evaluated. You can use an excellent reporting tool such as Google Data Studio .
Metrics : Customers acquired
Useful tools : Lead Champion discover , Hubspot , Mailchimp , Semrush , Instapage
Step 7: Delight the new customer
The lead has shown interest in your offer and has decided to proceed germany phone number library with the purchase. At this point it is of crucial importance to guarantee their satisfaction by providing constant support and informative material that can help them get the most out of your product. The customer at this point will be encouraged to repeat the purchase and will become a direct promoter of your brand .
To take your Customer Support to the next level you can implement chatvertising strategies . Check satisfaction through reviews, comments, survey responses and social interactions. There are also great tools to track the main satisfaction metric, the Net Promoter Score.
It is often thought that lead generation ends with customer acquisition. This concept is limiting, because it is actually the opposite. Customer acquisition is the first step in a new and very important path, that is, the creation of a happy customer. Word of mouth remains one of the most powerful lead generation channels, clearly more effective than any other.
Hubspot has in fact proposed a revision of the classic one-way funnel (from top to bottom) but instead suggests seeing lead generation as a flywheel, in which the creation of satisfied customers becomes the very engine of the lead generation strategy.
flywheel funnel hubspot marketing b2b
Metrics : Net Promoter Score, Churn rate, referrals
Useful tools : Hubspot , Mailchimp , Semrush , NeosVoc
Conclusion: Lead generation and quality or quantity?
As you can see, lead generation is a fairly complex process, composed of a sequence of objectives that can be achieved with different actions and approaches. Remember that there is no right path because every business is different from the others. Only the results given by an analysis of lead generation metrics will be able to make you understand if the strategy works or not.
