How do B2B enterprises build user lifecycle management?

The user life cycle refers to the process of the first contact with the product or service by the visitor, to the registration of the user, the use of the product function or service to obtain value within a certain period of time, and the final loss or cycle to enter the next round of cycle. In the process of building user lifecycle management, you can take the following four steps:

Step 1: Map the customer journey.

Step 2: Measure the velocity of users through the sales cycle and stages.

Step 3: Build bridges with marketing automation.

Step 4: Continuous analysis and optimization adjustments.

Enterprises need to connect the entire user journey in an omni-channel series, and collect the user's behavior information into a unified platform of the enterprise, classify and stratify, carry out refined operations, match the corresponding marketing strategies with users at different stages, and continuously advance the clues in the funnel to accelerate the process.

There are many MA marketing automation manufacturers engaged in the management of the whole life cycle of users in China, and B2B marketing has higher requirements for the label dimension, in addition to the user's basic attribute information tags, it also contains interactive marketing behavior tags at different touchpoints in the purchasing journey. Even add the time dimension to dynamically increase or decrease the activity of leads. Through the Zhiqu Baichuan marketing automation system, the different involvement degrees of the touchpoints of different online and offline channels are calculated, and the clues are quantitatively scored.

Comprehensively analyze user behavior by combining channel tags, user attribute tags, and interactive activity tags to screen out high-quality business opportunities.

To create a closed loop of marketing and go deep into the life journey of users, it requires attention at the strategic level, and requires the coordination and cooperation of multiple departments, especially the marketing coordination of the marketing department and the sales department.

1.Strengthen marketing and sales synergy.

First, define common terms that are mutually agreeable. Market Approved Leads (MQL), Sales Approved Leads (SQL), Business Opportunities, ROI (Return on Investment).

Second, define the revenue funnel.

Third, develop common goals and plans, and identify the responsible teams and collaborative teams at each stage.

2.There needs to be a set of approved lead scoring mechanisms.

To ensure strict lead management, sales and marketing must align lead scoring methodologies to ensure marketing synergy.

The clue scoring mechanism should clarify the following three points: first, clarify the characteristics and purchase tendencies of potential customers; Second, clarify the key indicators from MQL (Market Approved Leads) to SQL (Sales Approved Leads); Third, the lead life cycle is linked to the score, which can be fed back to the SDR in a timely manner.

3.Leads need to be transferred out of a special person.

As potential customers progress through their lifecycle and show a propensity to buy, SDR engagement becomes even more important.

SDR is the baton between marketing and sales.

On the one hand, SDR is a core part of the lead development and management team, working closely with the marketing team to create new lead opportunities and follow up on leads acquired by strategies such as inbound marketing. On the other hand, SDR works closely with the sales team to manage the transition point between marketing and sales by further qualifying the Market Mature Lead (MQL) and actively drives the conversion of the MQL into the Sales Mature Lead (SQLS), allowing the sales team to focus on closing the deal.

4.Serve prospects throughout the lead lifecycle with marketing automation.

Marketing automation is a technology-driven platform that enables marketers to engage with prospects throughout the lead lifecycle. By automating the management of campaigns and interactions, marketers deliver the right message to the right prospect at the right time, and based on the prospect's attributes and behaviors, the marketing automation platform can continuously deliver relevant content.