Empathy-based Marketing: Go the way with your customer

For many companies, the success of marketing is only determined by the return on investment. “What counts are the leads and empathy” – they say. But what use are a large number of leads to companies if they cannot be processed or the quality is not right? We show you what you should definitely consider when it comes to lead-nurturing.

By Kathrin Drechsler
Sen. Communication Manager & CMO /
Campaigns & Media Partnerships Evernine Group

“Lead Nurturing comprises all measures that a company takes to address an interested party with relevant information at the right time, in line with the respective phase of the purchase decision in which the interested party is currently located” (Source: Online Marketing Practice). In order to finally turn interested parties and potential customers into buyers, the customer journey should be prepared from the outset in such a way that the interested party finds himself again. So that he feels addressed on the web page, the advertising display or in an editorial technical contribution, one must put oneself in the apron into it.

Source cover: iStock / Liderina