Awareness

This is the first level where people who hadn't previously heard of your product learn of its existence. This is where you introduce your products to the masses. The first step in pushing your product to the market is gathering leads, and to gather leads you need to display your product in a platform where it can be easily seen and acknowledged. You can use Zoho MarketingHub to create such a platform for your product.

• Here's how you can gather leads in the awareness stage:
  

  • List your product and its detail in the Product module.
    

  • Create a campaign to introduce your product to the receiver. Click here to learn how to create a campaign.
    

  • Associate the campaign with the product you listed. Select Awareness as the lead level you want to add the recipients to. Click here to learn how to associate a campaign with a product. 
    

  • Create product introduction pages and add them to the web assistant groups.   to learn how to group pages using web assistant.
    

  • Associate the web assistant group with the product you listed. Select Awareness as the level you want to add known page visitors to. Click here to learn how to associate a web assistant group with a product.
    

  • Send this campaign to specific lists. Any recipient who responds to the campaign will be taken as a lead under Awareness.
    

  • Share the web assistant group pages on social media. Any known page visitor will be added as a lead under Awareness.
    

  
  

Engagement

This is the level where your leads who are aware of your product find out more about you and your product. The key thing here is to keep your leads engaged and interested in your product by sending them promotional content. This is the level where they will start to trust you. There is a thin line between pestering and pursuing. You should get your leads to embrace your products without pestering them.

• Here's how you can find leads who are engaged with your product
  

  • Once you have leads listed and mapped to the Awareness level, create a product promotion campaign to highlight your products advantages to your readers. You can refine the audience for this promotion campaign using the Build Audience feature. Select leads in the Awareness level as your campaign audience. Click here to learn how to create a product promotion campaign.
    

  • Set Engagement as the level to move the recipients who respond to the campaign to.
    

  • Send the campaign and any recipient who responds will be added as leads in the Engagement level.
    

Customizing Lead Levels

You can also create your own lead levels and group leads under them. 

Adding a lead level

Follow the steps below to add a new lead level:

1. On the Navigation toolbar, select Leads and choose Products.
   

2. Click Manage product levels.
   

3. Click Add lead level.
   

4. Fill in the following details:
   

• Name: Give a name for the lead level
  

• Description: Write about the level you are adding and its purpose

       5. Click Add.

 

You can add a maximum of 5 lead levels.

Editing a lead level

1. On the Navigation toolbar, select Leads and choose Products.
   

2. Click Manage product levels.
   

3. Hover over the lead level you would like to delete and click Edit.
   

4. Make the required changes.
   

5. Click Save.
   

Deleting a lead level

1. On the Navigation toolbar, select Leads and choose Products.
   

2. Click Manage product levels.
   

3. Hover over the lead level you would like to delete and click Delete.
   

4. Select the lead level you want the existing leads to be moved to after this level is deleted.
   

5. Click Delete.
   

Customer Levels

Managing customers is vital in sustaining your business. Requirements will vary from customer to customer. Catering to every type of customer with a same approach will not work.  To keep things simple, you can classify your customers based on their market level behavior and approach them separately. By default, Zoho MarketingHub provides two levels of classification. You can add levels according to your requirements. The default levels are:

1. Purchase
   
2. Follow-up
   

Purchase

• Once you have leads in the engagement level, create a promotion campaign that provides pricing information, product information and more. Provide a comparative analysis with your competitor's product to highlight why yours is better. Give them a registration form to register for a free demo. You can also provide them with your contact information for further proceedings.
  

• Send this campaign to the engagement level leads.
  

• Once you receive a registration or a call, it's implied that the lead may convert . Get your sales team to close the deal.
  

• Once your leads have brought the product you can update the product lead level field of the buyers to "Purchase". Click here to learn how to mass update a field.
  

Follow-up

• Here's how you can cater to your customers:
  

  • Segment out leads who are in the purchase level. Click here to learn how to segment leads.
    

  • Create a follow-up campaign.
    

  • Send the campaign to segmented purchase leads.
    

  • Create an activity-based workflow and associate this campaign with it. Set up the constraint as follows: If a lead opens this email, update the product lead level field to follow-up. Click here to learn how to create an activity-based workflow.
    

  • Segment the follow-up lead level contacts and pursue them with follow up emails and activities to retain them.
    

  
  

Customizing customer levels:

You can also create your own customer levels and group customers under them. 

 Adding a customer level:

Follow the steps given below to add a new lead level:

1. From the Navigation toolbar, select Leads and choose Products.
   

2. Click Manage product levels.
   

3. Click Add customer level.
   

4. Fill in the following details:
   

• Name: Give a name to the customer level
  

• Description: Write about the level you are adding.
  

      5. Click Add

You can add a maximum of 5 Customer levels

Editing a customer level

1. From the Navigation toolbar, select Leads and choose Products.
   

2. Click Manage product levels.
   

3. Hover over the customer level you would like to delete and click Edit.
   

4. Make the changes.
   

5. Click Save.
   

Deleting a customer level

1. From the Navigation toolbar, select Leads and choose Products.
   

2. Click Manage product levels.
   

3. Hover over the customer level you would like to delete and click Delete.
   

4. Select a customer level you want the existing leads to be moved to.
   

5. Click Delete.
   

Product lead level Movement

To move leads to different lead levels:

1. From the Navigation toolbar, select Leads and choose Products.
   

2. Click View all products.
   

3. Select the product that you would like to make a lead level movement for.
   

4. Click Manage and select Product leads.
   

5. Select the leads you want to move to a different level.
   

6. Select Lead level movement.
   

7. Select the lead Level to be moved to.
   

8. Select Move.     
   

Product customer level Movement

To move customers to different customer levels:

1. From the Navigation toolbar, select Leads and choose Products.
   

2. Click View all products.
   

3. Select the product that you would like to make a lead level movement for.
   

4. Click Manage and select Product customers.
   

5. Select the customers you want to move to a different level.
   

6. Select customer level movement.
   

7. Select the Level to be moved to.
   

8. Select Move. 
   

Learn how to add products and manage them.

Add product related custom data fields and store additional information about your services.

Get insights on your product's performance and compare different products for better strategizing

Learn about product promotions. 

Learn about product cross promotions

For further assistance, contact us at support@zohomarketinghub.com