Magic and genius
in the service of customer experience
Camp N°6 /
Revenue Performance Management
B2B Digital Marketing Maturity
You have reached camp number six
of your progress
in digital marketing maturity.
You are almost at the top.
You have, in the previous step,
built dynamic conversations
with your prospects and customers,
initiated your social selling strategy
and increased lead acquisitions
on your website.
Integrating artificial intelligence
in relevant areas of the customer journey
Now is a good time
to go and try to position
artificial intelligence
in certain areas of the customer journey,
where humans are not very relevant,
for example,
qualifying a hot lead,
transforming a hot lead
into an appointment.
This is the moment when you have to follow-up
seven, eight times on the hot lead
to get them to respond,
confirm their contact information
and make an appointment.
This is something
that artificial intelligence does quite well,
unlike a human who will quickly move on
on the following leads.
That's an example.
There are other areas in the customer journey
where we can position
artificial intelligence
to increase the conversion rates
of different steps.
Measuring in real time
the ROI of your campaigns
At the end of the road,
you normally have everything you need
to calculate
the ROI of your campaigns in real time.
You have educated your sales,
you have integrated your CRM
and your marketing automation.
You have a strong discipline
in the creation of your campaigns.
You have a very high quality of data.
These are all elements
that are necessary
to have an ROI
that means something.
At this point,
you've almost reached the Holy Grail
in terms of reporting.
Early on, you have numbers on:
does this campaign work or not?
So you can increase the scope
of the campaigns that work
and stop the campaigns
that don't work at all.
Continuously improving
the customer experience
At this point, you should have
a fairly complete picture
of the different customer paths
from start to finish in your company
and the immediate satisfaction measurements
at these different areas.
You should see
which areas are failing,
so what services are involved.
Usually at this point in time,
there emerges in the company
the role of chief revenue officer,
who is someone
that is particularly data-driven,
driven by customer satisfaction data
and who's going to have the authority,
as he is usually on the right side
of the steering committee,
to bring in projects improving
the customer experience
in different departments.
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