“from cold to close®” describes the development of a lead (#LeadEvolution) over several stages from the “raw lead” (“cold“) via the status MQL (marketing qualified lead) to the status “customer” (“close”). The “Close” stands for close, i.e. one has approached, gotten to know each other and at the same time “Close” also stands for “Closing the Deal”.

Sales and marketing are experiencing a turning point. Digitalization has drastically changed the behaviour of prospects and customers. This presents companies, and marketing and sales in particular, with major challenges. However, the digital transformation also offers enormous opportunities to increase the sales sucess and growth of companies – but only if you proceed with a targeted strategy.

Marketing and sales are increasingly merging and working closely together to design and orchestrate the appropriate measures in interdisciplinary teams. They identify the sales scenarios that need to be optimized. Both areas develop the necessary empathy for (potential) customers and adapt performance measures, approaches, content modules and processes accordingly.

Norbert Schuster uses his tried-and-tested model to help companies exploit the potential of digitalization for their marketing. He advises and supports them in the strategy/concept development and implementation of lead management, marketing automation, the Wasserloch-Strategy® and content marketing.

Norbert is a speaker, lecturer and author of the books “Increase existing customer sales in B2B”, “Digitalization in Marketing and Sales”, “Marketing Automation”, “Lead Management” and “The Inbound Marketing Method”.

Norbert has spent 30 years building and managing sales and marketing departments in the B2B sector. He is a thought leader and strategy consultant for digitalization in marketing and sales.