You can "trigger" specific marketing activities around prospect's behavior
. On every occasion a customer or prospect come in touch with your brand, there is an opportunity to trigger a marketing response.
Let's look at several instances of how you can nurture a lead in the direction of a purchase using a series of triggered activity.
Instance A: Prospect visits your trade show booth > this activity of the prospect triggers an appeal to watch a webinar > attendance at the webinar triggers an invitation to the product or service comparision guide > attendance at the comparision guide triggers a follow-up email with an invitation to offer to download a product or service datasheet > download of the datasheet triggers an offer for a 30-day trial of the product or service > activiation of trial leads to a purchase
Instance B: Website visitor reads one of your blog articles which includes a call-to-action (CTA) for a related whitepaper > download of whitepaper triggers an invitation to the product or service comparision guide > attendance at the comparision guide triggers an email with links to related video (product demonstration, tutorial, so on) > click-through to video triggers email offer with exclusive discount code for product purchase
Instance C: Customer contacts you with an issue or the problem > after resolution of the issue customer receives a feedback form so they can voice their reaction with how the issue was handled > completion of form with approving or positive response triggers a voucher offer which leads to a purchase (completion of form with disapproving or negative response handled appropriately could still allow you to keep that customer)
When implementing a trigger-based lead nurturing system, it is essential to find the suitable path for each one of the prospects based on how they initiated contact with you. A prospect who registers for a demonstration as their first contact needs to be treated completely differently than the person who starts by downloading a whitepaper. Take the time to strategize various ways prospects can interact with you so that you can develop a sensible process which leads them to a purchase.