This is where strategy, design and content come into play. Once a user enters the “funnel” the marketing automation process gets underway. The user is sent communication that is in alignment based on their stage within the conversion funnel. Understanding their location within the sales cycle and providing relevant communication are keys to conversion.
Develop a series of “trigger campaigns” that deploy to specific users based on certain activities or timeframes. Further engage these users with additional information on products/services for which they have demonstrated interest.
Understanding the level of engagement for the individuals is extremely important to identify opportunities. Capturing and quantifying the levels of engagement allow you to do a more effective job of marketing and influencing.