Download - Create a more meaningful customer experience
“No insight is more valuable than what buyers tell you based on the actions
they take.” –Brian Brown, Director of Product Strategy at Silverpop
Behaviour is a form of communication that doesn’t lie.
• Didn’t open the email? Wasn’t interested.
• Clicked the link? Was interested.
It’s that simple.
Use behavioural data to supplement the demographic data you are already
collecting.
Behaviour gives you better insight into the customer, but you need to track it
to get those insights.
Using Behavioural and Demographic Data
Behaviour-based triggers make messaging more personalised, timely and
relevant.
They’re an automated, real-time reaction to what the customer is telling you
in that moment.
The Difference Between Implicit and Explicit Behaviour
Implicit: Based on the lead’s behaviour
Explicit: Based on the lead’s demographic data
Examples: Visits pages, downloads content, unsubscribes
Examples: BANT Criteria (Budget, Authority, Need, Timing), job title
Use Implicit and Explicit Behaviour to…
• Segment your database
• Trigger campaigns (“actionable database”)
• Determine where the lead is in the buying cycle (lead stage)
• Customise content offers and marketing messaging
• Trigger real-time activity alerts
• Know your customer and be more relevant
Define Your Buyer Personas
• Buyer personas are a smart way to define a target market
based on individuals.
• Data helps you define your buyer personas.
• Each persona is defined with a combination of demographic
and behavioural criteria.
Understand Where Customers Make Buying Decisions
Every lead is at a different phase in the buying cycle.
The conversion goals for each phase are different. Sometimes a conversion is:
o A click
o A progression from one lead stage to the next
o The final purchase
Each phase of the buying cycle should have unique targeted campaigns.
Behaviour can tell you which phase a lead is in and, therefore, which campaign will be most relevant.
The Buying Cycle
The decision to purchase something is made in the “decision”
phase – further along the funnel or process.
Use Behavioural Data to Build Deeper Relationships
In the age of the customer, competitive advantage is
increasingly derived from customer knowledge. With
intelligent leveraging of customer behavioural data, and the
knowledge it drives, marketers can provide targeted content
and offers that serve to both improve buyer engagement and
increase conversion rates.
Source: Forrester in the study: Use Behavioural Marketing to up the Ante in the Age of the Customer
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Benefits of integrating better data into your marketing
strategy
✔ Deeper relationships result in increased brand loyalty and higher spend.
✔ Determining where a lead is in the buying process is critical if you want
your marketing to matter to them.
✔ Buying stage should determine messaging and content offers.
✔ Smart database segmentation based on behaviour can be the difference
between relevance and annoyance.