Application tool engine that powers 'pull' and contagious content to provide business value. Best practices include:
- Applied intelligence driving progression to prospect reponsiveness (measure, iterate, refine)
- Conten must drive response (action), or takeaway (key idea), or cliffhanger (find out next week)
- Provides engagement over merely responsiveness (score the progression), and tracks timeliness (critical) whereby engagement is 'earned' and not focused solely on 'click-throughs' by leveraging an 'engagement score' (what they did, how far did they go, how often have they visited) balanced against the 'human touch' factors (mindful when they're ripe to contact)
- Prospect focus drives 'next steps' through WIIFM (what's in it for me) ... you have to know the prospect if you hope to further engage them ... and create a business value dialogue
- Online must feed Offline (across channels) and get Sales people up to speed fast!
- Marketing pipeline (biggest funnel) feeds the sales pipeline (ripe funnel) to sales ready lead generation & assignment using fluid intelligence to know when they are truly 'engaged' and ready to be contacted
How to begin? Perhaps crawl, then walk, then run will serve you best. But first, you need to work the process(es) backwards from the 'customer buying perspective' and align accordingly.
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Tuesday, December 8, 2009
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