BET430 Lecture Notes - Lecture 7: Marketing Automation, Bant
16 Dec 2018
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Reasons for lost customers: price, bankruptcy, mergers, relocations, death, poor economic conditions, no longer need product, competition takes over, new purchasing agent. Lead: a potential customer; a suspect, not a prospect. Qualify and prioritize leads: research the company and/or individuals, look for key criteria, keep market knowledge up to date. The main purpose of lead qualifying is to save time and improve our conversion ratio. Motive, means, opportun ity: determine why and how prospects will ultimately buy. Opportunity: once motive and means are identified, it is worth your time and effort to give them the opportunity to buy. Prospects: the same as a marketing qualified lead (mql), a lead who is actually interested. Sales qualified lead: a prospect (mql) who has bant. Inbound: leads that come in through brand awareness marketing efforts such as your website, seo, social media, public relations and communications, editorial support, etc.
