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Marketing Guide
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#
B2B service

GOAL:
DETECT YOUR HOTTEST PROSPECTIVE CUSTOMERS TO TURN THEM INTO CUSTOMERS

The main challenge of B2B service companies is making their client acquisition cost profitable and reducing the business prospection workload by honing in on the prospects most likely to become customers.


01

# Save time by anticipating your prospective clients’ process

Collect your prospective clients’ e-mail addresses by highlighting newsletter subscription or through downloadable guides. Then the dialog can get started. And to explore your offers and highlights, create a welcome scenario in multiple staggered e-mails over several weeks. Refine it with A/B tests. Then, when a prospective client comes back to your site, get them engaged with more precise scenarios targeted for their areas of interest.

02

# Track members’ behaviors to better understand them

Track pages viewed by each member to identify subjects that attract them. Save download dates and visit dates and frequency to build a unified profile for each prospective client.

03

# Score your prospective clients to prioritize your tasks

Each of your prospective clients’ behaviors gives you a measure of their engagement. Also, to prioritize the value of your prospective clients, you can assign scores to each action over time, and add them up for each member. Improving members’ total score becomes a goal for your communications.

04

# Communicate information to the business team for better effectiveness

Performance reports give sales representatives an idea of prospective clients to prioritize contact with. With behavioral information and pages viewed by prospective clients, sales representatives understand topics of interest and become more successful at engaging their contacts.