Customer Lifecycle Marketing: Reporting, Part 1

In regards to analytics and reporting, B2B marketers tend to focus on early-funnel leads and their conversion. That’s practical; generating enough qualified leads remains the #1 concern for many marketers and their organizations. However, there is much more useful information to be gained through careful reporting and analysis of key metrics at all stages of the customer lifecycle. For example, it is marketing’s role to build awareness among prospects for the company and its products, so that the top of the funnel collects enough of those convertible leads. Similarly, marketing has a role to play in customer marketing that helps in retention and upsell.

A traditional sales funnel sketches the progressive relationship between buyer and seller from the sales rep’s point of view. The “buyer’s journey” is a recreation of the steps a buyer goes through as they move from sticking with the status quo to committing to change, to researching and then deciding on potential solutions, negotiation, purchase, and post-purchase – the entire lifecycle. Sales doesn’t get involved in this journey until fairly late in the process, but marketing can, and should be there for every step of the way.

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