In today's disjointed marketing efforts, businesses are losing customer's trust. A Back to Basics approach with customer-centric marketing efforts is the need of the day.
Here are the 3 secrets to growing your B2B Busines Multi-fold with CX Framework:
Every business is built on the Value proposition. The value proposition of providing emotional and rational benefits to their customer by addressing their pain points / improving their lifestyle / addressing the gap that exists in their current services or products. So the key to converting a prospect into a customer is by addressing and communicating how your product or services can solve their pain points appropriately. When these two needs matches, selling becomes nothing but a service.
The happy path is the least resistant path the prospect takes during the sales journey from awareness to the purchase stage. User research (qual and quant) of the persona (decision-maker, user, influencer) to learn their information needs, channels, workflow, their activities during the sales stages would help to arrive on the ideal path the customer will take during the sales stages.
Learning the information needs and need states within each sales stage helps in developing the right content strategy and conversion tools and the right channels required for the lead-generation.
An ideal customer would go through a linear flow of sales stages from Awareness to Evaluation to Purchase/Action in one shot, but this rarely happens. Most of the leads need nurturing and multiple mini conversions before they finally become your customer.
For the first-time prospect's information need will vary from other prospects who have already traveled ahead in the sales cycle. So, appropriate content should be made available for him to take the next step of the sales journey. While the entry point of these prospects can be tracked to an extent by the channel of the entry (responding to the emailer/clicking banner ads etc), the lead generation website itself should be structured with intuitive doors and windows which will guide the user to move ahead of the sales stages or go back to the earlier sales stage content based on his or her need state.
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