IT marketing must take into account several details pertaining to marketing funnels and the needs of clientele. For one thing, if you’re properly running marketing campaigns, you’re going to have a lot of leads to manage. Some will be more qualified than others, but that doesn’t mean you neglect those which don’t “score” well.
Sometimes, they’ll come into a situation which requires they adopt MSP services like yours, even though this isn’t projected from the data you’ve collected. Accordingly, even as you score leads, you must be careful to contact them properly. Conventional wisdom has it that you contact leads at least five times before you relegate them to the fringes of marketing concentration, leaving “the ball in their court.”
What you’re going to want to do is understand the prime regions of a marketing funnel and collect data to help you put your best foot forward when interfacing with clientele at various points along the journey. The three areas you’ll need to collect data on include:
Initial Awareness
IT marketing needs to first make clients aware of what you do. Content should be distributed along channels that are adjacent to target demographics, making interaction natural and regular. Automation can be key in maximizing content impact over time.
Consideration
Once clients have found out about who you are and what you do, they’re going to have to weigh the pros and cons. At this point, content needs to reveal true value. Unique value propositions are integral to any MSP, presenting them during the “consideration” stage of the sales funnel makes a lot of sense.
Conversion
Conversion may require a few meetings, it may require a few discounts, it may require a little quid-pro-quo. Automation is hard at the point of conversion, but it can help you keep from neglecting sales at the end of the funnel.
Incorporating Automated Augmentation
IT marketing incorporating automation into the awareness, consideration, and conversion stages of the sales funnel will likely see more target prospects convert.
