The Importance Of The Customer Journey For Tech And Software Businesses
Updated: Feb 6, 2021
Marketing and Sales departments have one common overall goal for tech businesses, which is to increase the revenue. However, they are still not the same thing and they have completely different objectives.
Let's say that you're doing Sales for an SaaS business. The main purpose of your role is to convert leads into paying customers, probably on a subscription model, right? You would probably have your own quotas to make for the month and will have systems in place to maximize your conversions.
It's easier, however, to convince your prospects to invest in the SaaS solution if they have some knowledge of your service, or if they specifically came to your website. This is where Marketing comes in.
The objective of Marketing is to drive awareness and engagement within the target audience. For example, marketing an SaaS business involves strategic campaigns through videos, blogs, podcasts and infographics.
The Marketing Machine is what attracts prospects to the service and educates the consumer.
This creates brand awareness and sets up potential sales conversions for the SaaS product. Simply put, Marketing is the process of getting people interested in your tech product or service.
Measure Your Tech Business Marketing With Metrics
We have previously taken a deep dive into the importance of Key Peformance Indicators (KPI's). They are the key metrics for measuring the success of your goals.
Before you start designing your Marketing Plan and setting your goals for your tech business, make sure that you've set up your systems for tracking your prospects. A Customer Relationship Management (CRM) software, for example, will be very valuable for collecting data about your potential clients and tracking their journey.
The Customer Journey In Your CRM
It's important to keep an eye on the progression of your prospects through their customer journey. This is the entire story of their interaction with your tech or software business.
How did they come across your brand?
How did they get in touch?
Are they ready to buy or have they already made a purchase from you?
You ultimate objective is to convert the customer to a sale at the end of their journey, then keep generating sales from them afterwards.
Key Performance Indicators (KPIs) are important for making sure that you're on track for meeting your objectives. They can also help you pinpoint areas where there are errors, or where you can improve.
They can also be used to follow your client's customer journey with metrics such as:
Content downloads
Demo requests