Interest-based lead profiling
Lead Profiling is probably one of the most interesting functions of Beagle Marketing Automation. It allows you to gather a really good picture of what the interests of your potential customers are even before you talk to them, helping your sales representatives to adapt their sales pitch to each individual’s needs. In practice this results in more effective sales processes with more positive results.
The key to this interest profiling are so called labels. Each label represents a concept, a business area or a product. You can create as many labels as you want, but we recommend to spend some time thinking on which labels or interests will help you to segment your potential customers in an effective way.
Our approach to interest profiling is as follows. Every time a visitor clicks on a link and visits a given page we understand that that is what has got his or her interest. The same applies to submitting a form. By labelling each page on a website and each lead generation form, you can gather this information and see which products or areas are more interesting for each visitor.
This interest-based profiling is very useful for several reasons. It gives the marketing and sales teams a way to quickly understand how to approach these leads when selling or when doing marketing campaigns. In other words, it makes it possible to adapt our sales pitch or our marketing to their actual interests, making the sale process more effective. Deciding which system to use for interest labelling is key.
One good approach for interest labelling consist in using the different product lines in your company. For our sister consultancy company we used the following labels. “Web development”, “SEO”, “Lead Generation”, “Online Marketing”. As you can see they are very different types of customers. People most interested in reading articles about how to make a good website are very different to those that are actively seeking information about lead generation or marketing automation. Presenting your company as a “Lead Generation” specialist to the first group would result in total failure, and vice versa. Buyers want you to talk their language and solve their problems. Interest-based profiling allows you to do this very easily.
The flexibility of Beagle’s labelling system makes it easy to create all sort of approaches to interest-based segmentation. You can segment by products, by type of customer (corporate vs private), by demographics (age, gender, etc) or combine this segmentations at will. You can even segment based on specific pages (“visitors that have visited the pricing page”) or content types (“lead that have downloaded our brochure about product X”).
One of the great things of Beagle is that this labelling and segmentation is completely dynamic, so you can change all labels at anytime resulting in totally different profilings if you think your segmentation is not working well enough. Remember that changing labels dynamically will affect your collections and that can trigger automation events.