Previous blogs in this series delved into identifying your persona (ideal contacts who may potentially buy from you) and using the right content (information that is important to that persona) to find them. Now that we have successfully FOUND leads (or they’ve found us) we need to CAPTURE all related interactions as they occur. This is a valuable step in Revenue Performance Management!
What do we mean by “interactions?” In our previous blog, we used the cases of Engineer Ernie (looking for technical information) and Buyer Barney (looking to save money) as your potential customers. Your content, including your blog and white paper, attracted Ernie and impressed Barney. As they interacted with your website by downloading or requesting information, they left their name, title, email address and company name. You now know who they are, how/when they came to you, and what content they looked at. Because you CAPTURED their trail of activities, you know where they are in their buying cycle and you can follow up with them with the right information!Read More