A focus on lifetime customer value and compelling customer experiences will enhance the value of your digital assets
Ed is a business development director. He’s in charge of finding new clients for his energy management firm.
But he’s thoroughly disillusioned. He knows his company can save businesses hundreds of thousands of pounds and significantly reduce their carbon footprints.
So why is it so hard to win new business?
Ed’s tried everything – more networking events, more money on Google ad words, more thought leadership pieces on the company blog.
But his lead pipeline is still too small and not converting quickly enough.
So, what will help Ed win more customers? Here’s an approach we use a lot at the Sustainable Results Lab. Google also recommends it.
Asset-based marketing
An asset-based approach to marketing takes a strategic, long-term view to
Assets can be divided into three core functions, enabling you to take people through a clearly defined marketing funnel:
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Permission assets
Permission assets enable you to reach more people by winning their trust and consent to enter into an ongoing conversation.
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Engagement and conversion assets
These assets enable you to turn strangers into customers through regular communication that is of genuine value.
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Retention assets
Retention assets enable you to keep customers through ensuring a smooth onboarding experience and ongoing communication.
The approach underpins vital elements of your business growth strategy, including enhanced lifetime customer value, creating memorable customer experiences and long-term sustainable growth.
More science-based insights
How Google’s digital transformation strategy helps low carbon businesses grow
Photo by Sergei Akulich on Unsplash
