In the B2B space, customer experience is primarily thought of as a post-sale concern. Once a potential customer has converted, then it’s time to pull out all the stops and show that customer that they made the right choice. However, this traditional outlook on customer experience means marketers are missing out on a serious opportunity…. better lead qualification.
While prospects aren’t customers yet, the overarching goal is to convert as many of them into paying customers as possible. However, marketers first need to separate the good leads who show genuine interest in conversion from the leads that are either simply browsing, or have no intention of actually converting into a customer.