Breaking down your demand generation ecosystem into levers that build awareness, increase consideration and drive conversion is the first key step.
Your top-of-funnel drivers are critical to optimize. External channels like digital media and social channels allow you to bring volume. But what about search optimization? Does every digital media channel bring the same users?
Consideration is about communication. Now that a consumer or user is considering your product or service, you have to help them understand how you can help solve their challenges. On-site treatments, chatbots and deep analytics are necessary.
Now that you have gained their understanding, it is decision time. Your objective is to minimize barriers to conversion. Adding reviews on conversion pages, testing lead forms, and automating remarketing are a part of the equation.