OUR GOAL

Our sales department depends on a consistent stream of leads to nurture and turn into new customers. You're not their only source of leads, but it's safe to say your colleagues over in sales are depending on you to convert your website's highest-quality leads into new contacts to which they can reach out.

From tried-and-tested methods like on-page forms to innovative features like chatbots, there are many ways through which you can collect a website visitor's contact information. But one of the biggest challenges a marketer faces is actually generating high-quality leads that are a good fit for the business.

Part of this process involves monitoring your MQLs (Marketing Qualified Leads), but above all, it's important to keep track of — and record — the leads your sales team disqualifies. Create a report of all the leads coming in and section out those who've been disqualified, and why. This can help refine your marketing processes and continuously improve the quality of leads coming in.

The marketing conversation has moved well beyond simply generating new business. Today, it's more important than ever that you're delighting your existing customer base, keeping the people your business depends on happy and, whenever possible, helping them to promote you. Delighted people won't just buy from you again — they'll also refer you to their friends and colleagues, too.

If your goal is to help retain and grow your existing customers, there's plenty you can be doing to achieve it. Start by ensuring you have visibility over each customer, including what they've bought, and ensuring all contacts in your database are up-to-date.

Additionally, it's important to educate clients on the valuable opportunities you can provide them. You can also enable your team to understand the ways in which clients can be valuable marketing assets. Come up with campaigns that encourage referrals, or try sending your clients material to make some of your work processes clearer.

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