In order to determine online behavior that indicates a propensity to buy, you need to go beyond the traditional BANT measures - Budget, Access to Power, Need and Timeframe. There are other types of online behavior that you can track. These "implicit actions" indicate a propensity to buy. These metrics were taking from the extremely popular white paper How to Find New Customers. You can download a free copy by clicking that link.
Type | Criteria |
Website visits | 1. Website Visit: Scores website visitors within the last N days. Recent visitors are scored, and return visitors in the following week are re-scored.
2. High Value Web Content Visit: You may tag a variety of content (HTML pages, videos, catalogs, etc.) that represent high propensity for conversion. Scores all visitors downloading what you deem as high value web content in the last N days. 3. Visited Minimum of N pages ever and Returning Visitor: Evaluates contacts who have reached a predefined threshold of page views (say 30 page views) and have been on the website as a returning visitor within a given timeframe. Scores contact interest based on both frequency and recency. |
Forms | 4. Form Submit: Checks if the contact has submitted one of your forms within a given timeframe. This implicit attribute does not consider the data submitted in the form, simply if the form was submitted. |
Search Engine | 5. Search Engine Keyword: Contacts are scored if they enter a particular keyword in any search engine and return as a website visitor within a given timeframe. Examples of keywords that can trigger higher lead scores might include names of product lines or solutions. |
6. Click-through from Campaign to Website: Similar to above, except that contacts that click-through all email in a specific campaign are scored. This is valuable if a campaign is used to aggregate all related content (product releases, newsletters, etc.) and score contacts based on interest level in that content.
7. Opened any Email from Campaign: Evaluates if a contact has opened any email brochure from a specific campaign folder more than N times. |
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Event | 8. Webinar/Tradeshow Attendee: Event attendees can be scored at any time. |
This is but a small taste of what you will find in the highly acclaim and simple guide to business to business lead generation called How to Find New Customers.
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