Closed Loop Marketing

The close loop marketingBusiness-to-business (B2B), also known as B-to-B, is a form of transaction between businesses, such ... More is the process and interaction of messages in a bidirectional way that you maintain with visitors to your website, according to their preferences.

If the communication is good and the perspective is well qualified, the sale is almost assured.
Closed Loop Marketing is a philosophy focused on building relationships based on data obtained through interaction with customers in various channels, thus supporting the improvement of relationships with them until they become customers and then ambassadors of your brand.

Ideally, the customer database is connected to a content management platform with lead intelligence, which allows to send the most relevant information for each type of prospect. As the knowledge of potential customers increases through various interactions, the ability to adapt it to different channels or content types becomes more and more relevant

THE 4 STEPS PROCEDURE 🔢

Step 1: Visitors arrive on the site and cookies start working
When Inbound Marketing works, you usually manage to lure your buyers to your website through blogs and social networks. This is the entry point to Closed Loop Marketing: to advance in the sales funnel, cookies will allow you to design every step into the right channel.
Organic search, use of social networks and email, referral links and even some paid advertising will start to be the filters that allow you to follow the best opportunities.

Step 2: The visitor is already looking for your site
As important as attracting traffic and identifying where it comes from is to follow the behavior of your regular visitors. What content are they looking at? What kind of content do they prefer? This intelligence work will show you the way to turn them into clues.

This is, without doubt, the most delicate part of Closed Loop Marketing: make sure you understand the information of each visitor to link him/her to the type of “premium” content (ebook, webinarA webinar is basically a seminar on the web, meaning an educational video call or class with the pur... More, whitepaper) for which he/she is willing to provide more information and start opening the door to a more qualified conversation. Now you are just a few steps away from the sale.

Step 3: The visitor becomes a lead
Your goal is to find the economic benefits for all the traffic your website is receiving and to send opportunities to the sales team. That’s why lead conversion is crucial.

At this point the important thing, more than knowing where visitors come from, is to know who they are. This is fundamental to start closing Closed Loop Marketing and associate content based on the type of gateway the visitor has passed through.
Once a visitor leaves you their data in exchange for one of your content, and you can identify that this person is prequalified to contract your services or purchase your products, the key is to take advantage of each interaction to give them the most relevant information.

Once the prospect is ready, if your website is well designed, it will be easy for the prospect to buy your products or contact you through your website to talk to a sales consultant to hire your services.

Step 4: The lead becomes a customer
The crucial time has come to discover (and confirm) how visits turn into sales. Which of your channels have contributed most to generating customers? Closed Loop Marketing allows you to identify the activities that generate the most (and the least) revenue.

To establish marketing you need to be able to assign, based on intelligence information, all the activities that the sales team needs to perform to close with each of the perspectives. The value of platforms like HubSpot is to keep track of all your digital marketing campaign data, access all the information you need to optimize your campaigns, enable conversions and measure ALL results.

THE ADVANTAGES OF CLOSED LOOP MARKETING 📈

• The intelligence of the data (by integrating Hubspot with a CRM) allows marketers to identify each visitor’s entire path
• Analysis of this information is what helps marketers understand the type of content they need to attract and convert, and sales the strategies they need to close.