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 .
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.
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.
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.
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:-
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!
If you don't have an ActiveDEMAND account you can:-
As the official UK reseller and support partner of ActiveDEMAND, Lead Intuition offers marketers the ability to simplify their marketing tech stack with this single powerful platform. ActiveDEMAND is a cloud-based marketing automation platform, empowering marketers, agencies, and Senior Living businesses to easily enhance their marketing efforts. Streamlined campaign management, funnel visualisation, content hubs, CRM and attribution reporting are just a few features that ActiveDEMAND offers while seamlessly integrating with various other business, sales and marketing applications. Lead Intuition brings the human touch to automation. As an ActiveDEMAND Certified Gold Deployment Partner, you can leverage our technical & digital marketing knowledge with the power of ActiveDEMAND to optimise your marketing strategies and drive impactful results.