Marketing to the Modern Buyer: 4 Factors to Track

People go through a "buyer's cycle," or a research life cycle, before they purchase. How do you change your marketing automation to stay relevant over a full life cycle for each person? To start engaging better, you first have to track your prospects. This is the ground floor on which all other levels of complexity are built. As you track people, you can know how to be relevant.

Here are the major items to track:

  • Page views: Your website should be focused on helping you identify levels of interest of a buyer as well as areas of interest. So tracking a prospect's web activity will tell you a wealth of information about that prospect's sales readiness, and for which products.

    Here are some tips:

    • Score pricing pages much higher than general information pages.

    • Score groupings of page views higher than single page views.

    • Score blog posts very low because a person is likely to read them on a daily basis. Scoring them higher may make it difficult to separate the truly sales-ready leads from ones who just like your content.

  • Keywords searched for: People search to solve a problem. So if you can capture the search terms they use to find you, you can easily understand their basic needs.

    Use these tips:

    • Score competitors' key words very high. If a prospect searches for your competition and clicks your paid search ad, you should score this very high.

    • Score different words differently. Prospects will search for different terms depending on how far along in the sales cycle they are, so each keyword should have a different score.

    • Generic keyword searches should receive a mid range score. It is more important to see who searches for your generic keyword and then engages with content. This shows a very high level of interest.

  • Content engaged with: Your content should support your buyer's journey. When you can track each piece of content that a prospect engages with, you can gain a clearer picture as to the sales readiness of each prospect.

    Follow these tips:

    • Score content such as ebooks and white papers higher than blog posts.

    • Score webinars based on the focus of the content. A webinar on your product should receive a higher score than a webinar on thought leadership topics.

  • CRM activity: After your prospect has engaged with sales, you still might need to lend a hand. Not all leads passed on to a salesperson make it to an opportunity. Tracking CRM activity for each prospect will help you identify cold leads in the hands of your sales team. Working these leads is an easy way to find new opportunities quickly and easily.

    Here how some tips about working with CRM activity:

    • Degrade scores after a period of time of no activity. This will help sales to focus only on the hottest prospects with the highest scores.

    • Use CRM-specific data, such as "Lead Stage," to identify cold leads.

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