Monday was all about the role data plays in lead management. Lead scoring, however, isn’t the end of it. Data should shape your entire lead management strategy — including content.
Isn’t demand generation essentially smart content strategy, anyway? When it comes to content planning, consider your data a directive. The links your leads have been clicking determine exactly what you should send them next. To nurture leads, increase future engagement and encourage sales, pay attention to the information you have.
Your leads should be divided into segmented lists, determined by two things: interest indicated at sign-up and level of engagement shown. Prospects nearing the end of the funnel (high lead scores) should be sent different content than new subscribers. Likewise, prospects showing signs of indecision should be sent educational content that provides value to the process.
Tailor content directly to lead behavior. And it doesn’t have to be new content, either. If a lead spends time reading all your blog posts on a particular subject, send them an invitation to download an old whitepaper or eBook on the same topic. They’ll be impressed that you pay attention.
Being popular isn’t necessarily a bad thing. Your most-clicked content was popular for a reason, so give it one last hurrah in your monthly newsletter. To generate more engagement, send your leads a round up of your most popular recent links, and consider developing popular themes further in the future.
Image (via) John Ragai
(Click here to expand)
