Funnel Conversion: Make it About Your Customers

It’s one thing to have a marketing insight, but quite another to do something valuable with it.

Living as we do with an abundance of data, what marketers increasingly need is a way to filter the information, distil it for insight and apply their business and brand knowledge in a way that creates value for both the business and their customers.

But where do you start?

Eloqua has compiled 40 infographics covering a swathe of marketing disciples from the back office to the front of house. There are charts on analytics and marketing automation, social media, email marketing and lead management.

JESS3_Eloqua_COTW_Styles-Chart01_Din

Armed with this data:

  • Consider your own marketing challenge
  • Find a chart that speaks to your problem
  • Compare and contrast the chart data to what you know about your business

Now … think about how you can close the gap or solve your challenge. Do you need help? Resources? Budget? What can you do within the next three weeks and what can be delayed until 2013?

STOP.

All this makes perfect sense. But before progressing, consider how this plays out with customer experience in mind. Which of your priorities also provide wins for your customers? What does it mean to recast your efforts through the lens of the customer?

With an abundance of data we can easily lose sight of our customers. Marketers must continue to maintain focus not on their marketing processes but on the constantly changing customer landscape. If you aren’t focusing on your customers, rest assured your competitors are.

Comments

  1. “With an abundance of data we can easily lose sight of our customers.”
    A very good point. Sometimes we forget how internal changes will ripple outwards and impact our customers. What actions will you take from analyzing your data and how will it impact your audience?

    • Gavin Heaton says:

      Thanks Saurabh – linking insight and action can yield massive benefits for business. Unfortunately we often just gather information without acting on it. These days tying the two together is essential.

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