Marketing is a very broad field, but quality, innovation, brand awareness, lead generation and customer satisfaction are central to the department. It seeks a good relationship between outbound and inbound marketing. Marketing primarily wants to attract potential buyers and not impose products or services on them. Using relevant content that matches the phase of the buyer journey in which the potential buyer is, it tries to convert prospects into leads, leads into customers and customers into ambassadors.
To measure the success of its marketing activities, Return on Marketing Investment (ROMI), NPS (Net Promoter Score), Cost per Lead (CPL) and Cost per Click (CLC) are among the most important indicators.
It is well known that the acquisition of new customers is much more expensive than cross and up-sell of existing customers. Marketing is aware of this more than ever and has been working intensively on customer marketing for a few years. What is the potential of our existing customers? How can we increase their satisfaction? What are the needs of our customers? How do customers use the solutions or products they purchase? How can we guide them in this?
In the future, also inbound marketing will continue to play an important role in further building and strengthening thought leadership. In addition, highly targeted outbound campaigns will again receive more attention.
In addition, marketing is pre-eminently the department that needs to keep up with the latest trends. It is often on the front row to invest in software systems that guide prospects from lead to deal. What is marketing concerned about? Market trends, the speed of evolution in the digital landscape and making appropriate use of abundant data, such as customer behaviour.
In the interest of the organisation, a close cooperation with sales (Marketing & Sales Alignment) is indispensable. If both departments are properly coordinated, it will make a world of difference. It goes without saying that both marketing and sales pursue the same goals and target the same target groups. By making smart use of the available data elements together, by working in a structured, reasoned and well-considered way, companies can significantly increase their yield, their conversion and their efficiency.
- Latest trends and further digitisation
- Marketing: business instead of cost driver
- Business and Marketing Intelligence
- Technological evolution and market evolution
- Customer experiences
- Data quality
- Increase customer satisfaction
- Increase ROMI - Return On Marketing Investment
- Increase brand preference
- Qualitative lead generation
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