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Let's take the example of a lead who returns several times (or lingers for a long time) on a page aime at a specific type of prospect, sector or nee. The contact can be entere into an automatic process that continues to offer information relate to that particular topic. Another case concerns a user who views the contact request page or the offer of a demo, but does not fill out the form with the data. A series of emails can illustrate the advantages deriving from the free demonstration or a customer's testimony can recommend the salesperson who helpe him, as a good consultant.
To find a solution to a similar problem. But be careful not to overdo it: if a visitor receives an email every wedding photo editing service time they look at a page on the site, the campaign risks doing more harm than good. For this reason it is essential to set parameters that ensure the correct segmentation of the database, avoid overlaps and help qualify leads. . Smart Content Another useful technique for qualifying new business contacts is the use of smart content on the site which allows further customization of what is displaye by the lead on the site.
Depending on the materials already read and the offers downloaded, only new and relevant articles are propose and the calls to action refer to premium content not yet seen. For example, if the prospect has downloade an eBook suitable for the initial phase of the purchasing journey, on the next visit the smart CTA will show an offer for a more in-depth guide and after the download will offer a free demo or consultancy. As with the other tools mentione in the previous paragraphs, this level of personalization helps nurture leads and advance them through the purchasing process by showing them only highly targete offers.
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