Behavioral messages, profiling forms, personalized emails: when we talk about marketing automation activities related to lead generation and lead nurturing strategies very often we use to refer to just these.
n numerous articles on our blog we have had the opportunity to discover how an effective marketing automation strategy is also crucial in the B2B sphere; well, in today’s article we have chosen to focus on three activities that can easily be implemented on your site with the help of Blendee, thus allowing you to increase, right from the start, its performance.
Before we get into the heart of the matter, however, a brief theoretical background.
Lead generation and marketing automation: let’s start with a question
How well do I know the users who browse my site? More importantly, how many of them do so as anonymous users and choose to remain so? These are the questions we should ask ourselves before we start designing our strategy.
According to the latest estimates released in November 2019, the percentage of users who choose to browse a site without releasing data and contact information, i.e., anonymously, is more than 98 percent, on average.
This means that, in principle, most of the strategies and activities we deploy are likely to target, only, about 1.8 percent of our users.
Reductive isn’t it?
Unveil Rate: the KPI for getting to know your users
The questions we asked above now allow us to introduce the concept of “Unveil Rate“.
Literally translated as unveil rate, unveil rate allows us to keep track of the potential of our web project by allowing us to detect the percentage of revealed users, i.e., registered and subscribed to our site, as a proportion of anonymous users.
Knowing how many registered users are in relation to anonymous users allows us to understand what are the most effective strategies to improve this data: a lead generation campaign contemplates a whole series of activities necessary to stimulate users to register and release their data, and it is precisely at this stage that marketing automation and artificial intelligence show their potential. See how.
Lead generation and marketing automation: get your users’ attention
The right message, to the right person, at the right time: if an effective customer experience personalization strategy cannot ignore the creation of effective behavioral messages, a lead generation strategy cannot ignore the activation of box messages and exit intent pop-ups. Particularly effective in attracting users’ attention, these two types of behavioral messages show themselves to be indispensable in stimulating users to register to a site or more simply to subscribe to the newsletter. In fact, they can be customized not only in graphics and content, but also by means of a form insertion. Precisely because they respond to a precise objective, namely to attract the user’s attention, guiding him to perform a specific action, these types of messages must:
- have an explicit purpose for the user
- present clear language and an unambiguous CTA
- present a benefit to the user especially in exchange for the release of data and information (e.g., in-depth content, discount…).
User profiling: the key role of dynamic smart forms
Newsletter sign-up forms, surveys, profiling forms: dynamic smart forms enable the collection of valuable data and information about users based on their browsing context, making the request relevant and consistent.
As you can guess, the great advantage they offer is that they allow you to request the right information at the right time, making the user himself more “predisposed” to release it.
Here then are three useful tips not to be missed for creating successful profiling forms:
- be relevant: ask for data and show profiling forms to targeted users only;
- be consistent: as mentioned above, it is critical to make the request for information and data relevant to the navigation path;
- make sure that the information obtained is easily integrated: it is essential that the information that is collected as it is gathered progressively enriches the user’s profile.
Different types of forms that can be implemented, a single goal: that of first “unveiling” and then qualifying our users. However, when we decide to rely on profiling forms, we must always remember to strike the right balance between the benefit offered and the data and information requested: although more and more users are saying they are ready to release data and information in exchange for a personalized and valuable experience, it is also true that it is always good to appeal to common sense.
Lead nurturing: the power of follow-up activities
If the main objective of lead nurturing activity is to transform the lead into a “warm” contact, ready to buy, and is based on building a real relationship between brand and consumer, it is evident how it involves a mutual exchange between the two players involved. In a similar context, the follow-up activities play a key role: every user action (think, for example, of signing up for a newsletter) must be followed by action on the part of the company and subsequent ringing activities in order for that relationship to be structured.
Among the various activities that can be put in place a similar route, sending personalized emails.
Personalized emails, but not only that: what really can make the difference and decree the success or otherwise of a campaign are the contents that are conveyed: it is important that these are of value, intercept the interest of the potential customer at the right time, and are clear and at the same time persuasive. Finally, each piece of content created must represent a hook for the next one, each content, each message must invite action and stimulate the lead to continue on the path.
Marketing Automation: why Blendee?
The use of CDPs, such as Blendee, and the planning of marketing automation activities, are a great value-add as they allow the user to be ringed with the right message at the right time, with obvious returns in terms of engagement and revenue even in the B2B arena.
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