De weg naar beter lead management is bezaaid met de brokstukken van heilige huisjes. Dit ga je onderweg tegenkomen.
1. Inbound marketing mindset
In the first chapter we help you change your mindset, from product thinking or communicating to communicating about the topics your customer is looking for. We help you create more engagement with your customers. From outbound to Inbound marketing and give you insights and example of how Inbound marketing works.
Chapter 1 is about the benefits of inbound marketing
2. Market research
In the second chapter we help you do online market research. Through various sources, you can get an excellent 360-degree view of your potential customer. What are their buyer personas, how do they search, where are they located, what words do they use and when are they online? All to lay a solid strategic foundation under your digital sales and marketing approach.
Chapter 2 helps you set up buyer personas and online research techniques
3. Content marketing
In the third chapter we help you how to set up a content marketing strategy. Where do you start and why is a content marketing approach a good idea? But we also give insight into how to place that content online, what 'CTAs' to use and how to design a good landing page.
Chapter 3 is chock full of information about content, content marketing and how to get that content to convert online
4. Marketing automation
In the fourth chapter we show you how marketing automation works. Why sales and marketing both need a 'CRM' and how it fits together seamlessly. We also look at profile targeting and behavioural targeting of unknown leads on your website. A 360-degree view of your customer, that's what Marketing Automation gives you.
Chapter 4 brings you fully up to speed on marketing automation and profile tracking
5. Integrating marketing and sales systems
In the fifth chapter we tell you how to easily align sales and marketing systems and processes. How to ensure that leads are always helped in a way that enables sales managers to turn leads into customers faster. Think of a 360-degree view on the customer, but also how, for example, an online chatbot enables better lead qualification.
Chapter 5 helps you align marketing and sales processes
6. Measuring and optimising
In the sixth chapter we help you learn how to make your marketing ROI transparent. You can only measure ROI when you have a 360-degree view of your customer and your campaigns and systems (as well as your marketing and sales teams) communicate with each other. You can expect concrete tips and clear approaches.
