Many B2B marketers are challenged to reach buyers at the right time and with the right message during their purchase cycle. Their demand generation efforts produce leads that they need to nurture and qualify, but developing the marketing processes needed to do this isn't easy for at least two reasons, and they are somewhat intertwined. First, B2B marketers do not use the data they have in ways they could and should to improve their marketing message relevancy. Second, buyers today voice their preferences to you, the marketer. This white paper will help you learn how to listen to and capitalize on what your contacts are saying and doing.
White paper
Five Tips to Better Automated Lead Interactions
Use tips in Behavior-based Lead Nurturing Initiatives to Increase Quality
Many B2B marketers are challenged to that present these personalized reach buyers at the right time and with messages to the contacts. And the the right marketing message during new approaches mean marketers are their purchase cycle. Their demand replacing the transaction-based direct generation efforts produce leads that marketing campaign tactic (e.g., volume they need to nurture and qualify, but email blast) with interactive ones that then scores of them stumble when are more conversational and continuous. developing the marketing processes Most of the communications between needed to do this. At least two reasons the contact and the B2B marketer account for their struggle, and they occur on-line, which is ideally suited are somewhat intertwined. First is for automated lead interactions as data latency. That is, B2B marketers it supports a bi-directional flow of do not use the data they have in ways information. It's like marketing to a they could and should to improve commercial audience that comprises their marketing message relevancy. thousands of segments - i.e., "segments Second, emboldened and empowered of one." And it is highly automated.by technology, buyers voice their preferences to you, the marketer. If you intend to use conversational They tell you - implicitly and explicitly campaign marketing's richer, more -- where, when, what, and how often mutually rewarding interactions to they are willing to engage with you. engage with your customers, here are Perceptive marketers are listening to some interactive best practices you and capitalizing on what their contacts should know. Marketers recognize that are saying as well as learning from what following tips like these help mitigate they are doing. risk while shortening time needed to develop their own interactive marketing Today's saavy marketers are combining competency. You will, too:off- and on-line real-time behavior information to produce a lead profile Make sure your customers and that is both higher in resolution and prospects hear you - email accuracy. This, in turn, leads to deliverability.greater precision in 1-to-1 marketing Email bounce rates should be less than communications and new approaches to 2 percent. You probably already manage executing and measuring the campaigns hard and soft bounces, the terms that categorize the SMTP reply codes your from a line of business individual that email service provider (ESP) gets from needs your products or services to solve your consumers' mail servers when their day-to-day pains; a purchasing they refuse to deliver a message. Look agent at a large enterprise versus closer, as you might still have a chance the CEO of a small business, etc. Of to get through to the inbox. See if your course, you use behavioral data to ESP scans the refusal message text for create high quality audiences for push key words that explain why. Some codes campaigns, and the data are usually mean the ISP will never deliver the aggregated, calculated, averaged, or message (e.g., invalid user) or there's a modeled. Examples include products temporary interruption but they'll keep purchased, type of information trying (e.g., mailbox is full). Use the downloaded, or propensity scores you information to update your list and keep have purchased or developed through it clean, as bounces (i.e., the volume analytics. It's time to get granular and of them) work against your brand and real with behavioral data. Real-time, its associated email deliverability. And that is. Use your individual-level web watch your bounce mix. More soft than analytic behavior data to drive variable hard bounces means you're getting content in your digital communications more blocks. (e.g. have they visited specific product pages?). And capitalize on the varying Make sure your customers and value of different behaviors, as they may prospects know you and what warrant the use of different responses. you want them to do. Someone who downloads a case study You can test this yourself, but studies may be closer to a buying decision than consistently show higher email open another who read a white paper from rates are positively correlated to a syndication website. Combine the subject lines that are less than 50 historical behavio... [download for more]
