If you’re serious about getting new business, then you need to learn the marketing alphabet
If you’re serious about getting new business, then you need to learn the marketing alphabet
‘Customer lead generation’: the process of collecting names of possible future customers (Cambridge Dictionaries Online).
In this instance, Cambridge Dictionary's definition isn’t particularly useful: we all know we want future customers, but nowadays that goes way beyond just collecting names – contact details, background and a whole variety of meta-data are also important. Lead generation just can’t be described within one word: it needs several. Digital Marketing Executive Wendy Troupe has listed a number of marketing terms that can take your lead generation strategy to the next level:
• CUSTOMER SEGMENTATION involves dividing your audience into segments by demographics, firmographics, and/or behaviors
• LEAD NURTURING is the process of building relationships with potential buyers regardless of how ready they are to make a purchase, with the goal of keeping them engaged with the brand, and to establish communication, build trust and potentially earn their business
• LEAD SCORING is a methodology of qualifying a lead and ranking them on their interest in buying, such as website behaviors, social interaction, or attending in-person events- once a prospect interacts with a brand on multiple channels and reaches a certain score, he/she is passed along to inside sales as a marketing qualified lead (MQL)
• CONTENT MANAGEMENT is the process of tracking and managing content so that it’s targeting the right buyer at the proper stage in the sales qualification process
• EDITORIAL CALENDARS help marketers develop and coordinate multiple programs and activities so that content can be assigned and scheduled in one place- typically, calendars are aligned with online and offline marketing campaigns and events so that it remains relevant with PR, product launches, field marketing events, trade shows, etc.
• PROGRAM LIBRARIES are repositories of pre-built templates and programs that have been positioned properly with the brand and been tested for performance with customer segments so that marketers can be more strategic about their campaigns and not bogged down with the tactical implementation
• REPORTING taps the data behind the content programs so that marketers can refine their original bets on aligning the right content to the right buyer through the right channels- ultimately it will map marketing activities throughout the sales process to closed-won deals.
Read Wendy Troupe’s original marketing article here.
‘Customer lead generation’: the process of collecting names of possible future customers (Cambridge Dictionaries Online).
In this instance, Cambridge Dictionary's definition isn’t particularly useful: we all know we want future customers, but nowadays that goes way beyond just collecting names – contact details, background and a whole variety of meta-data are also important. Lead generation just can’t be described within one word: it needs several. Digital Marketing Executive Wendy Troupe has listed a number of marketing terms that can take your lead generation strategy to the next level:
• CUSTOMER SEGMENTATION involves dividing your audience into segments by demographics, firmographics, and/or behaviors
• LEAD NURTURING is the process of building relationships with potential buyers regardless of how ready they are to make a purchase, with the goal of keeping them engaged with the brand, and to establish communication, build trust and potentially earn their business
• LEAD SCORING is a methodology of qualifying a lead and ranking them on their interest in buying, such as website behaviors, social interaction, or attending in-person events- once a prospect interacts with a brand on multiple channels and reaches a certain score, he/she is passed along to inside sales as a marketing qualified lead (MQL)
• CONTENT MANAGEMENT is the process of tracking and managing content so that it’s targeting the right buyer at the proper stage in the sales qualification process
• EDITORIAL CALENDARS help marketers develop and coordinate multiple programs and activities so that content can be assigned and scheduled in one place- typically, calendars are aligned with online and offline marketing campaigns and events so that it remains relevant with PR, product launches, field marketing events, trade shows, etc.
• PROGRAM LIBRARIES are repositories of pre-built templates and programs that have been positioned properly with the brand and been tested for performance with customer segments so that marketers can be more strategic about their campaigns and not bogged down with the tactical implementation
• REPORTING taps the data behind the content programs so that marketers can refine their original bets on aligning the right content to the right buyer through the right channels- ultimately it will map marketing activities throughout the sales process to closed-won deals.
Read Wendy Troupe’s original marketing article here.
