In Part 1, we left off with the question, “how can you make good use of such real-time information” from cyber stalking?
Ideally the prospect has been tagged and scored, so each new piece of information helps us steer them toward a tipping point, ours is a successful download of our Free Trial. For example, a prospect clicked on a Google PPC ad and from there completed a form on a specific landing page pertaining to product X. The next time the prospect visits your website, he looks at product X in more detail and exits on the video you have explaining how product X works in scenario Y. By this time, your prospect has established a pattern and the next time you see him/her visit the website in real-time, you can send off an introductory email containing the Case Study your company wrote specifically dealing with how product X works in scenario Y.
Talk about a content-driven, meaningful first impression!
Another situation in which stalking your prospect can pay off might be if sales has already established communication with a prospect, but they have expressed reluctance to speak with the salesperson. The prospect may have even told sales to take a hike-they aren’t interested. How interesting would it be if a week or two later sales notices this very prospect download a white paper or visit the website. It’s pretty obvious the prospect is still interested, but definitely prefers the hands off approach.
Yet another example might be relevant to the support team. If support is currently working on a case for a customer, but work is in progress, and the support person notices that the customer is visiting the knowledge base, he/she can touch base with the customer to see if there is an additional issue or more information is needed.
These are just a few ways that real-time cyber stalking can be beneficial. What it all boils down to is yet another great tool to determine what content your prospect and customers need to convert them or take good care of them.
Any practical examples from your web tracking that work for your organization?