Guanxi
Ti racconto Guanxi - Ventesimo Appuntamento: il processo di vendita dalla strategia di marketing digitale alla relazione con il cliente
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Come si costruisce un percorso di vendita partendo dall’online per arrivare alla costruzione di un rapporto consolidato con il cliente
Ecco come in ICT Sviluppo srl è stato costruito un sistema di lead generation con un processo di inbound marketing e allineato questo alle tattiche di inbound sales, portando a regime una meccanismo di S-marketing votato alla crescita.
Vedremo da dove si è partiti nel 2016, per arrivare a costruire un funnel che, in piena aderenze con la metodologia e le tattiche utilizzabili con lo strumento HubSpot, portasse ad una segmentazione e ad un passaggio al sales.
Nell’ordine, spiegheremo l’evoluzione del progetto, seguendo il percorso cronologico:
- prima definizione dell’offerta di prodotti/servizi nel 2016
- strategia di contenuti e SEO
- allineamento interno delle offerte con il dipartimento sales
- posizionamento territoriale
per arrivare, in tempi più recenti a:
- ridefinizione dell’offerta prodotti
- ridefinizione dell’immagine corporate (in essere)
- posizionamento territoriale con eventi in co-marketing
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