We see your face, we hear your voice, you no longer hide behind an email, you reveal yourself! it creates emotion , and emotion creates commitment! Between a long and tasteless email, or a dynamic video, which motivates you the most to call back your contact? it is very educational : we retain much more from a 2-minute video than from a 10-minute text reading.In their book “ The inbound marketing and growth hacking toolbox ”, Stéphane Truphème and Philippe Gastaud give us the keys to carrying out a successful inbound marketing strategy.
To this detailed knowledge of your prospects
Lead nurturing also goes in this direction. The more a prospect consults and downloads content on your blog, the more you have a fine vision of his needs. You database can then send them content adapted to their level of maturity and their interests, via marketing automation. Finally, thanks to this detailed knowledge of your prospects, you provide important information to your sales teams and thus facilitate their work of qualifying contacts . Where to start ? Define your objectives: do you want to “wake up” a lead who shows few signs of engagement? Are you looking to further qualify your leads? Your performance indicators for your campaign will be different depending on the defined objective.
A lead downloaded my whitepaper
Stay focused on your personas: each persona has its own issues that require different answers. You must know these needs perfectly to address relevant content. Create India Lead scenarios: have you determined your objectives, personas and content adapted to each of them? You can now build scenarios. A lead downloaded my whitepaper? I send him a checklist grouping the main points covered in it. The possibilities are many, especially if you have a marketing automation platform. And to go further… Beyond lead nurturing , toolbox”? Self-diagnosis, definitions, interviews with professionals, business cases etc.
