What this solution gives you
- You will get a granular understanding of which topics your customers are interested in, so that you can trigger topic-based nurturing sequenses to them.
- A set of reports showing: Most interesting topics, Topics of interest for Leads (in Open, Qualified or Opportunity status) vs. Customers, and Top Topic of Interest per Contact.
How it works
For each topic you want to track interest on, you will have a custom field with a point value.
You will assign topics to each of the pages you want to track interest on.
Each time a contact visits one of those pages, the correct topic will get a point.
Over time, you will be able to know which topics each lead is most interested in, and gather statistics on which topics are most popular in general.
Knowing this will guide you on which lead nurturing funnels you can build to make a big impact on your lead development.
How you can use this
- You can assign personas based on the topics they’re most interested in.
- You can use dynamic content to customize email and page content based on the topics that are most interesting to each lead.
- You can send the right lead magnets based on the topics your leads are most interested in.
- You can add leads to the follow up sequences they are most likely to be interested in.
- You can create different chatbots based on the topics your leads are most interested in.
- You can send or recommend different sales emails to your opportunities and salespeople in their sales follow ups.
- You can gather statistics to see which topics are most relevant to your leads, and use this in both your marketing, sales and product development.
Process of creating this solution
- You will create a spreadsheet which contains all of your pages. If you do not know how to do this, we can guide you (most CMS tools should be able to do this). If you cannot find a way, we can scrape the URLs of your site for an additional (small) fee by building a custom script for you.
- In the spreadsheet, you will assign each URL that you want to track to a topic you want to track. We will guide you on this effort.
- After you are done mapping URLs to topics, we will help you create custom fields for each of your topics. We will do this by creating a few of those fields for you, then guiding you on our meetings on how you can create the rest in order to empower your ability to use the system and learn all of its intricacies. We will support you with every step that you need support on.
- Then we will jointly create your first few automations to score which topics your leads are interested in, until you get comfortable on how to do it yourself. (If you don’t have time to do this yourself, it is possible to outsource the addition of all of your topic-tracker automations to us for an hourly fee.)
- After you are done, we will create the reports associated with this solution.
- After all is done, we will recommend follow up solutions that can help you leverage your new knowledge about which topics each of your leads are interested in, to 10x the impact of your marketing (for example building topic-related chatbots, nurturing funnels, dynamic content, newsletter sections, or more).
What this costs to implement:
Basic Customers or below: $49/m support and maintenance fee. (The work above will be included as part of your monthly Implementation Hours.)
Standard Customers or above: Included within the Implementation Hours of your package.
Knowing which topics your leads are interested in is simply one of the most powerful ways to make a big impact with your marketing. We strongly recommend you to implement this solution right away.