We all know that smaller brands have to work extra hard and with limited budgets to connect and build trust with prospects and customers. Businesses are often competing with enterprises whose logos are instantly recognizable and who have limitless resources.
In a world where money is tight and deadlines are pressing, today’s marketing automation technology makes it possible for anyone to build brand awareness and deliver relevant content that turns prospects into raving fans without breaking the bank.
At FIBERTOWN, we use a four-ingredient secret sauce that allows us to create likable marketers who delight prospects and customers.
Secret #1: Separate your buyers based on behavior and rank
With Pardot Profiles and Lists , we sort our prospects based on their demographics, and then organize them based on buyer personas or how far along they are in the sales cycle. Think of a prospect that’s kicking tires versus one that’s ready to buy.
We separate these buyers based on how they interact with our brand and send them customized content that they can use. We like to think of it as dating. You wouldn’t ask someone to marry you on the first date. Just the same, we don’t ask people to come tour our data centers if they’ve never heard of us.
Secret #2: Talk to your buyers like you know them
We delight our prospects by making our messaging more timely and relevant for their needs based on Secret #1. We deliver content less frequently to tire kickers […]