Partnership Series: Your Key to Closing the Lead Gen Loop
In today’s complex digital environment, being a lead generation marketer means managing and streamlining customer journeys that are anything but straightforward. Especially in the considered purchase space, conversion relies on customers weathering a cross-channel digital trek to complete the buy. For example, in real estate, insurance, or healthcare industries, the customer journey often involves a phone call before a completed purchase or conversion.
Their research shows that these kinds of phone calls are a crucial moment in the process. Yet, these purchases tend to start online with some sort of search.
A non-linear customer journey that encapsulates your entire digital ecosystem and phone call interactions leaves any lead generation marketer with a tricky challenge: How do I connect the dots between data from my digital channels and the phone calls my customer service agents handle day-to-day? How am I integrating all facets of my marketing, sales, and customer service strategies to execute my larger business goals? Despite the scope of this challenge, through the right tech partnership, you can execute a sophisticated, audience-centric, full-funnel strategy that truly drives impact and delights your customers. We’ll be exploring how we work with our trusted partner, Invoca, to get that job done!
Overview of the Current Customer Journey Landscape
Before you can wield any data for strategic success, you must understand the data disruption caused by privacy-first shifts and cookieless environments. This disruption's complexity has also accelerated within the last few years.
While the technology we currently have available to gather and manage data is more advanced than ever, that only adds to the complexities since many customers have physical and digital relationships with brands. In short, you’ll need to integrate the right tech stack into the very fabric of your organization to manage your consumer data in a clean, consented way.
However, this only covers half of the equation in high-consideration purchases. We already know that while many customers are testing the waters via digital spaces like search, they generally contact dedicated agents as they near purchase completion. And while your best cross-channel digital efforts might drive the traffic you need to your website or motivate a consumer to call, they won’t be able to cover what happens during the actual phone conversation, which could be the make-or-break moment. In addition to the way you manage your digitally-based data sources, you’ll need a way to work this offline data into your tech stack to help you identify successes and areas of opportunity— and unite your customer service efforts with your marketing efforts.