Connect with every audience
Posted: Mon Dec 09, 2024 10:00 am
As a general rule, and if we exclude consumer products that we are all familiar with, a determining factor in the purchasing decision is the knowledge that our potential customers have about our products and services , which will vary depending on the knowledge of each audience segment ( innovator, early followers or early adopters, early majority or early majority, etc. ). …. In fact, one of the objectives of communications with Lead Nurturing is to break down the barriers that our potential customers have with our product and service offering due to a lack of knowledge.
It is therefore very important that when we define our typical client we know how to segment them based on the prior knowledge they may have about our products or services , since otherwise we will not be able to get our message across to a significant part of our potential client base.
Delivering the right message at every moment
Provide the right information based on the lead's knowledge
Once we have categorized our buyer persona , we can design the content and messages that best reflect the benefits or advantages that we offer to each of the categories or segmentations with which we have defined our potential clients.
The step of presenting the right message and content to each potential client is more complex to carry out, since although it is true that thanks to the development of women database acquisition techniques and media segmentation, leads can be differentiated based on the medium through which they have arrived (platform, creative, advertisement, landing page, etc.), in the end if we want to get the most out of each lead we need to personalize the message after the acquisition phase.
The problem that we usually encounter after capturing leads is that we do not have enough information about the lead to be able to integrate it into a specific buyer persona category.
It is in these cases where we must put special emphasis on the reaction that each customer segment may have at these “generic” entry points to our product and service offering.
Eliminate barriers to entry that limit conversion to sales
Eliminate barriers to entry that may affect purchasing decisions
In the case of a portal, we should focus primarily on all those elements that, for each of the segments into which we have divided our audience, could negatively influence the future purchasing decision.
The next step to take would be the design of these generic entry points, so that they serve as distribution and segmentation points towards other points of the portal .
There are many ways to organize these generic entry points, but when it comes to the content displayed on them, it often works best to put content first that is primarily targeted at those audience segments that we assume have the least knowledge of our products and services .
From there, the leads are distributed to other parties with information more appropriate to the audience segment to which the lead belongs, which we now know.
Furthermore, if we start from the basis that the degree of knowledge can be one of the most relevant factors for decision-making , we should take into account the following:
The lead scoring process is not going to be homogeneous for each customer segment or category.
The workflows or processing actions to be carried out at any given time (SMS, call, email, navigation messages, portal customization, etc.) will have to be adapted to each client category that we have defined .
The sales team's response will need to be personalized based on each lead's segmentation .
CRM, Lead Management Platform, Predictive Analysis, Personalization etc.
Integration of all platforms involved in the sales funnel
The next step is to identify and integrate into all the platforms we need:
The content.
The personalized response.
Workflows or action flows.
Predictive analytics.
Thanks to the evolution and cheapening of technology,
The implementation of the above processes is available at a reasonable price for most SMEs , since:
Publishing content is within everyone's reach with the wide range of CMSs available.
There is an increasingly wide range of platforms to generate a personalized response , based on the user's navigation, external data, etc., as well as an incipient development of predictive analysis platforms .
FREE EBOOK: THE IMPORTANCE OF IMMEDIATE CONTACT TO GET A SALELead management platforms such as Delio are capable of generating personalized action flows without any technical knowledge ( SMS, Click2call, Click2Video, Call, Co Browsing, lead scoring, lead import/export, etc. ), also serving as a core to relate and communicate all the other platforms, thanks to its simple and powerful API .
Don't hesitate, if you want to improve the treatment of your potential customers, without multiplying your sales resources, DELIO Lead management is the solution you were waiting for.
It is therefore very important that when we define our typical client we know how to segment them based on the prior knowledge they may have about our products or services , since otherwise we will not be able to get our message across to a significant part of our potential client base.
Delivering the right message at every moment
Provide the right information based on the lead's knowledge
Once we have categorized our buyer persona , we can design the content and messages that best reflect the benefits or advantages that we offer to each of the categories or segmentations with which we have defined our potential clients.
The step of presenting the right message and content to each potential client is more complex to carry out, since although it is true that thanks to the development of women database acquisition techniques and media segmentation, leads can be differentiated based on the medium through which they have arrived (platform, creative, advertisement, landing page, etc.), in the end if we want to get the most out of each lead we need to personalize the message after the acquisition phase.
The problem that we usually encounter after capturing leads is that we do not have enough information about the lead to be able to integrate it into a specific buyer persona category.
It is in these cases where we must put special emphasis on the reaction that each customer segment may have at these “generic” entry points to our product and service offering.
Eliminate barriers to entry that limit conversion to sales
Eliminate barriers to entry that may affect purchasing decisions
In the case of a portal, we should focus primarily on all those elements that, for each of the segments into which we have divided our audience, could negatively influence the future purchasing decision.
The next step to take would be the design of these generic entry points, so that they serve as distribution and segmentation points towards other points of the portal .
There are many ways to organize these generic entry points, but when it comes to the content displayed on them, it often works best to put content first that is primarily targeted at those audience segments that we assume have the least knowledge of our products and services .
From there, the leads are distributed to other parties with information more appropriate to the audience segment to which the lead belongs, which we now know.
Furthermore, if we start from the basis that the degree of knowledge can be one of the most relevant factors for decision-making , we should take into account the following:
The lead scoring process is not going to be homogeneous for each customer segment or category.
The workflows or processing actions to be carried out at any given time (SMS, call, email, navigation messages, portal customization, etc.) will have to be adapted to each client category that we have defined .
The sales team's response will need to be personalized based on each lead's segmentation .
CRM, Lead Management Platform, Predictive Analysis, Personalization etc.
Integration of all platforms involved in the sales funnel
The next step is to identify and integrate into all the platforms we need:
The content.
The personalized response.
Workflows or action flows.
Predictive analytics.
Thanks to the evolution and cheapening of technology,
The implementation of the above processes is available at a reasonable price for most SMEs , since:
Publishing content is within everyone's reach with the wide range of CMSs available.
There is an increasingly wide range of platforms to generate a personalized response , based on the user's navigation, external data, etc., as well as an incipient development of predictive analysis platforms .
FREE EBOOK: THE IMPORTANCE OF IMMEDIATE CONTACT TO GET A SALELead management platforms such as Delio are capable of generating personalized action flows without any technical knowledge ( SMS, Click2call, Click2Video, Call, Co Browsing, lead scoring, lead import/export, etc. ), also serving as a core to relate and communicate all the other platforms, thanks to its simple and powerful API .
Don't hesitate, if you want to improve the treatment of your potential customers, without multiplying your sales resources, DELIO Lead management is the solution you were waiting for.