By monitoring and analysing contacts’ behaviours across multiple channels, you can determine what kind of content they’re responding best to, what subjects interest them, in which format they prefer to receive information. This knowledge enables you to tailor what you say to whom, reshaping the way that business can communicate with prospects and customers to drive lead generation and more importantly, valuable pipeline engagement at the right touch point to close a sale.
The activity of prospects enables us to score leads according to behaviour. This can be mapped to our CRM, allowing us to manage leads and pass on only the ones which have been nurtured through the sales process and are ready for closure. This helps to improve close rates and the quality of the leads that are passed to Sales.
Gone are the days when we can blast the same message across our entire database. Prospects are at different stages of the sales process; some may have only just visited your site for a look around, some may have downloaded a whitepaper, others may have attended a whole series of webcasts, registered for a demo and joined your online community. These people need (and expect) to be treated in different ways.