Closed-Loop Marketing is a continuous process for buyer engagement that aligns marketing and sales. It helps revenue teams deliver tailored omni-channel experiences that engage buyers at every stage of the buying process. Data insights inform new engagement strategies and optimize conversions. By ‘closing the loop’, sales and marketing teams track and orchestrate the end-to-end buyer lifecycle and campaigns are measured for total revenue impact.
The Foundation: Revenue Technology and Systems
An effective closed loop marketing process is enabled by a technology and channel platform, including the following:
Omni-Channel: This is your website and social media channels, but also your marketplace participation and direct channels. Engage an optimal media mix through digital, direct and indirect channels to deliver customer experiences and interactions across the customer lifecycle.
Marketing Automation: Configure and integrate campaigns using business rules to engage audience segments. Optimize conversions, nurture, qualify and score leads to generate sales ready opportunities.
Salesforce Automation: Enable sales effectiveness with tools, intelligence, assets and services that track and manage customer contacts, accounts, opportunities and service interactions.
Business Intelligence: Engage tools, applications and methodologies to develop and run queries, create reports, dashboards and data visualizations that enable predictive analytics and informed decision making.
Customer Data Platform: Collect, store, index and harmonize internal, external, current and historic customer data to enable a 360-degree customer view, business intelligence and relevant communications.
Closed-loop Marketing and Sales Process
Markets & Buyers. Review campaign results and trends across the customer lifecycle. Produce behavioral and predictive insights by reviewing data, campaign performance and metrics and select target markets and ideal buyers.
Valued Offerings: Refine offers and value propositions to respond to buyer needs and pain points.
Go-to-Market: Prioritize opportunities and mobilize resources to develop and plan buyer engagement paths to market and marketing and sales programs.
Marketing Programs: Create and launch omni-channel campaigns to deliver relevant experiences and communications throughout the customer lifecycle to generate demand.
Sales Execution: Engage buyers through the sales process and convert sales.
Customer Service: Manage relationships and maximize upsell and cross-sell
- Full-funnel Revenue Process
- Closed-loop Reporting
- Data-Driven Platform
- Continuous Buyer Engagement
- Campaign Agnostic
- Marketing and Sales Alignment
Marketing and sales teams are often not aligned for buyer engagement execution, yet complexities make integrated campaign design and execution very challenging. Experiences and content must be tailored for target audiences and execution requires the right channels and media, customer analytics, technology automation and harmonized data.
