Dig into your behavioural marketing data captured by ActiveDEMAND.
Sales and marketing teams are tasked with identifying and nurturing potential customers. One often-overlooked source of valuable data beyond the CRM, is the behavioural information captured within marketing automation platforms like ActiveDEMAND. This data can reveal lurking leads + hidden patterns and trends that can be used to improve marketing campaigns, increase sales, and ultimately boost revenue .
Unlocking the Potential of ActiveDEMAND Data
ActiveDEMAND is a powerful marketing automation platform that captures a wealth of behavioural data about your customers and prospects. This data includes website visits, email opens and clicks, social media interactions, and more. By analysing this data, you can gain a deeper understanding of your audience’s interests, preferences, and buying behaviours. This knowledge can then personalise your marketing messages and target your campaigns much more specifically.
Unearthing Hidden Gems
Many sales and marketing teams only scratch the surface of their ActiveDEMAND data. They may use it to track basic metrics like email open and click-through rates or review contact data in the CRM, but they need to delve deeper into the data to uncover patterns, trends or sleeping leads.
💰 This is where the real gold lies. By taking the time to analyse your ActiveDEMAND data in more detail, you can identify untapped opportunities to improve your marketing performance. For example, you may discover dormant contacts who suddenly wake up and view web pages, specific segments of your audience are more responsive to certain types of content, or certain marketing channels are more effective than others. This information can be used to refine your marketing strategy and make more informed decisions about your marketing budget & messaging.
😎 The cool thing is that you do not need to be a data analyst to do this in ActiveDEMAND. You just need to have a curious mind (or in an ideal world, ask the sales team what data would help them do their job?) and learn how to use the Query tools in the Contact or Organisation Segments area.
Leveraging ActiveDEMAND Data for Success – Try this
1 Create a query in the Contact Segment area that specifically identifies known contacts who visited your website yesterday:
If this list provides any surprises, perhaps your sales team would appreciate this list ⬆️ emailed to them daily?
2 You could then modify the query for dormant contacts + who are not in any nurture campaigns + who suddenly visit the website after a period of 1 month or more of inactivity. Automatically send that as a list to the sales team daily for them to follow up.
A quick call, or even an automated SMS or email using the above query as the campaign entry trigger, could be all that is needed to resurrect a dormant lead.
Familiar With Segment’s and Want More Inspiration?
If you are familiar with using the Query tool in Segments, then read on and dig deeper with these suggestions as specific ways that you can use ActiveDEMAND data to improve your marketing performance:-
1. 📊 Analyse Website Visits and Engagement:
- Track website visits to identify leads who consistently visit your site (Intent), indicating a strong interest in your offerings.
- Analyse time spent on website pages to gauge the level of engagement each lead demonstrates. More extended page views suggest a deeper interest in the content.
- Identify specific pages visited to understand the topics or products most resonating with each lead. This information can be used to tailor future content and offers.
2. 📉 Monitor Email Opens, Clicks, and Engagement:
- Track email open rates to determine which leads actively engage with your email communications. High open rates indicate a receptive audience.
- Analyse email click-through rates to identify which links and calls to action are most effective in driving engagement. This data can guide future email content creation.
- Monitor email engagement metrics, such as clicks, unsubscribes, and forwards, to assess the overall effectiveness of your email campaigns.
3. 💡Track Social Media Interactions and Engagement:
- Monitor social media mentions, likes, shares, and comments to identify leads actively engaging with your brand on social media platforms.
- Analyse the type of content that generates the most engagement, providing insights into the topics that resonate best with your audience.
4. 💯 Implement Lead Scoring:
- Develop a lead scoring system that assigns points to leads based on their engagement metrics, such as website visits, email actions, and social media interactions.
- Prioritise leads with high scores, indicating a higher likelihood of conversion. Focus your sales and marketing efforts on nurturing these leads.
- Regularly review and refine your lead scoring system to ensure it effectively identifies high-value leads.
5. 💙 Nurture High-Value Leads with Personalised Content:
- Segment your audience based on engagement data and create personalised content that addresses their interests and needs.
- Automate lead nurturing campaigns that deliver personalised content based on each lead’s engagement level and stage in the sales funnel.
- Utilise the dynamic personalisation features of ActiveDEMAND to tailor website content, email messages, and landing pages in real-time, based on individual visitor behaviour.
By taking a little time to analyse your ActiveDEMAND data, you can uncover hidden gems that can help you improve your marketing performance, increase sales, and achieve your business goals. So, don’t let your data sit idle. Start digging today and discover the untapped potential of your marketing automation platform.
Do you need help digging up your data or creating the segments to flag marketing/sales signals? Lead Intuition consulting services are here to help!