Behavioral Lead Scoring: Segmentation Beyond Demographics

www.act-on.com | @ActOnSoftware | #ActOnSW

Source: DemandGen Report

desktop

Registration Question

Job Title IT Director 5 System Administrator

3 Sales Engineer -4

Location of Headquarters

United States 5 Hong Kong 4 Romania -5

Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2

Industry Information Technology

Services

5 Computer Software

4 Automotive -5

Budget > 50,000 4 10,000 - 50,000

3 < 10,000 -2

Visitor downloaded the How Do We Compare To Our Competition white paper

Visitor browsed company website multiple times in the past 7 days.

Visitor downloaded the Evaluation Guide. 5

Visitor is already a lead in the sales system. 4

Visitor clicked on company's Jobs web page. -5

Source: Gartner Research

Source: GleanSight Lead Prioritization Report, Gleanster Research

Source: MarketingSherpa - Jan 2012

Source: Sirius Decisions

• Dynamic messages based on firm size • Email release times based on location

• Message content positioned around goals, aspirations, and pain points

• Reminder emails to non-responders • Triggered messages based on web activity

Behavioral Lead Scoring: Segmentation Beyond Demographics

Marketing

Transcript of Behavioral Lead Scoring: Segmentation Beyond Demographics

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