A model for closed loop marketing

Justin King December 12th, 2008

onlinemarketingprocess1

I love images that assist to understand and this chart has resonated with my clients lately.  As the folks from Marketing Sherpa recently stated, the sales and marketing sales cycles are important, but as an interactive marketer, I work to move users through the stages – focus on the transitions.  Some key principles of this model:

  • Understand your potential customer ‘s buying process and what stage it is currently at in the process
  • Value proposition needs to be strong and relevant to targeted customer profile. Make sure value message is mapped to proper roles
  • Create clear definition of a sales-ready lead
  • Sales and marketing activities are measured and coordinated with shared goals.
  • BE FLEXIBLE / TEST, MEASURE, AND OPTIMIZE CONSTANTLY
  • Quality leads are better then quantity of leads
  • Assign a financial model to each stage of qualification
  • Concentrate on moving prospects from stage to stage

O/R = Offer / Response

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  • http://www.b2bcommunications.com rebekah donaldson (’red’)

    I can just make out some of the words in this chart, after expanding the screen so the chart is not covered by the sidebar… what is written in the lines under the balls, connecting them? Does ‘enlist’ have to do with clients becoming evangalists for the service provider?

  • Justin King

    Rebekah – sorry – just linked the image to the original. The transitions underneath represent Offer / Response (O/R). I do interchange enlist with evangelize or advocacy.

  • http://www.b2bcommunications.com rebekah donaldson (’red’)

    Thanks Justin. For some reason I’m not finding the image to be clickable (to get to the higher res version) but your reply helped. So I’ll ask a question about retain/enlist… have you found that enlisting clients’ participation in case studies actually helps with retention? I found that recently as discussed in a telecon – there is more information in the middle of this post: http://blog.b2bcommunications.com/2008/10/29/b2b-marketing-future/

    Great material – keep up the great blogging!

  • Justin King

    Okay – definitely fixed now. I think participation in anything that you do jointly increases retention. Most of all though, we can talk about theories and tactics, but it is simply about relationships. Strong relationships create retention, advocacy and evangelism.

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