Thursday, May 13, 2010

It's all about relevance.

Marketers looking to optimize their web efforts must follow a recipe to become more relevant to visiting prospects.

Listen to your prospects and customers. Effective use of intelligence gathered from existing behavioral actions and expressed interest can make or break a web site. Marketers who establish listening posts will ensure that they're arming themselves with the knowledge to become relevant.

Automate tactics. Online relevance does not rely on chance. It requires data-driven technologies embedded with foresight and automation to trigger actions at precise moments in the prospect life-cycle.

Be relevant in more ways than one. Profiles change, intentions fluctuate, prospects are fickle. Relevance tactics must span both historic behavior and real-time activity. Customer profiling builds relationships. Rely on unique user profiles to increase relevance. Encourage prospects and customers to identify their unique preferences. This minimizes the risk of alienating them with misaligned targeting and opens access to more meaningful interactions.

According to Jupiter Research, on average, prospects visit three-or-more web sites during their research and 2.5 sites as they narrow a search for a supplier. For most, research starts with a web site visit, search engine query or promotional email.

Relevance tactics will improve your chances of capturing prospects' attention and driving them toward sales conversions.


To share common sense lessons learned with 40-plus years experience in marketing, sales and as a B2B publisher.

About Me

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I'm really just a "mature" guy picking up experience along the way. If only by osmosis, I've observed what works and what doesn't work under the marketing umbrella -- with 11 years in sales and marketing at Procter & Gamble; 30-plus years in B2B publishing (including three years as a publisher); and 1,000's of calls on every size company starting with the likes of Microsoft and Hewlett-Packard all the way down to small, brash start-ups.