In the language of marketing attribution, it is called the ‘the first touchpoint’. This is the very first step of the path to purchase. It might be through an ad they say or a blog article from you that they found while searching for information. This is when your customer becomes aware of your product. The path to purchase can be broadly defined into three stages – Awareness, Consideration, and Purchase. All of these data points help reps close deals more efficiently. Plus, a lead’s activity level during the journey heavily determines if they are ‘hot’ or ‘cold’. Such intent signals can be used to score and prioritize leads. For example, if a lead is checking out videos on your website about a very specific use case, your reps will immediately know what the lead is looking for. On the other hand, for B2B businesses, the data provides crucial sales intelligence and helps sales reps understand the buyer’s motivations and pain points and stay one step ahead. Analyzing the path to purchase will also help you improve customer experience and optimize the journey to increase conversion rates. That way successful channels, touchpoints, and strategies can be prioritized and replicated as needed. It helps them understand where their customers come from and how exactly they engage with the business before becoming a customer.
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