Your prospects are sending out signals at an incredible rate and volume, so why does it sometimes seem so hard to know what they want? The technology is there, but most businesses aren’t yet using it effectively. They have the separate elements of a MARKETING AI® but haven’t put them together yet in ways that let the system learn how to separate signals from noise. Here’s how to get your MAP’s listening ears on and learn more.
To hear what your prospects are doing and talking about online, you and your marketing automation consultant need to set your system up to hear. One of the strongest signals leads send about their actions is clicking. Clicks tell you a prospect wanted to learn more, and the more clicks you get, the more assured you can be that your content is relevant to your leads. Your marketing automation system offers complete site tracking, giving you a look at raw traffic numbers and click rates.
That’s just the start of truly listening, though; to learn more, you have to put clicks into context with behavioral data. Event tracking tells you how long leads stay on a page once they’ve clicked through, traces their trajectories from that link, and correlates lead demographics with behaviors to produce a multi-dimensional image of your audience.
Every line on a form is a question. Leads don’t always see them, though, because they find overly long forms tedious or give too little information on short ones. Marketing automation platforms allow you to create progressive forms easily so you ask for more information only as leads get farther into your sales funnel.
Another way to listen to prospects is through preference pages. Let them tell you how often they want to hear from you and what they want to discuss. In the process, you’ll learn what’s relevant to them and earn high marks for customer satisfaction. With MARKETING AI®, you’re also able to cross-reference these preferences with customer data to gain new insight into what future customers might want.
Once you’ve equipped your marketing automation system to hear, you need dynamic data storage to retrieve that information and use it to learn more about your audience. What a CRM does for your existing customer base, your gathered data does for your prospecting database, helping you to store knowledge you can later use to demonstrate your listening skills.
What’s the most relevant information your customers share with you? That depends; every company is unique, and there’s no one-size-fits-all solution. As your marketing automation consultant, a Reach Marketing all-star can help you set up and store information in custom fields.
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