If you were looking for financial advice, would you go to a professional who recommends the exact same investment strategy to every client? Of course not! Your situation isn’t the same as everybody else. When it comes to investing, what may be appropriate for a single 22 year old may not be appropriate for a couple who are saving up for when their four kids go off to college in ten years. The right message for each person depends on their unique situation.
The same is true when you’re nurturing your prospects through email. The email you send out to the CEO of an automotive company should be different than one you send out to the Sales Manager at a technology company. They are in different industries and have different roles, and you need to align your communications to their way of thinking. Similarly, if a prospect has never been on your website, target them with a different message than a prospect who has been on your website a dozen times last week. Take a longer-term nurture approach with the former and ensure the prospects who frequent your site receive content relevant to them.
Automating a nurture program is the first step toward putting your marketing on intelligent autopilot. To take it to the next level, customize the message so that the content and timing of your communications is personal and relevant to them.
interesting take on the subject, count me as a new subscriber!