How effective has content marketing been in generating quality sales leads? To what extent is content marketing contributing to business development goals and revenues? The table provides high-level suggestions on the mapping of content to the stages of the customer journey.
Identify stakeholders and their role in the purchase process; define the pain points/key issue, usually related to their mandate; identify the solution benefits each stakeholder requires; determine how value is created for each stakeholder; identify a common theme on how value is created for all stakeholders.
When setting KPI benchmarks, it is important to separate and measure the contribution of each Department involved. 1. Demand generation 2. New client acquisition 3. Profitability of retaining current clients. The table provides a suggested framework for setting KPI metrics.
Consider using the following metrics to gather meaningful information on engagement: 1. Correlation between awareness and consideration 2. Purchases and revenue potential 3. Advocacy.
Value creates demand and nurtures customer loyalty. Customer loyalty is the basis on which sustainable business success is built.