Because it works!
Because it works!
Let’s say it takes 9 or 10 ‘touches’ before someone is ready to talk to you about your product or service. How do you know when that point is reached? How do you know which of your products or services they are interested in? What telesales agent is going to make 10 calls to the same prospect without being ‘politely’ told to STOP BUGGING ME!?
Most people know about email marketing products like MailChimp, Constant Contact or Aweber but the difference is that with true Behavioural Automation, the campaign engine is watching how the recipient engages with your communications.
You can get SOME of this insight from Google Analytics – you can even see demographic stats on visitors if they are logged in to a Google service when they visit but here’s the catch …
You don’t know WHO they are
You don’t know how to follow up with them afterwards by email or phone
Only Google knows this and for now …… they ain’t telling!
People using email and websites don’t want to complete yet another survey, and if they DO, how reliable is what they tell you?
The only reliable way to literally ‘read their mind’ is to see how they interact with your content.
Follow them over a period of time. through the emails, downloads, page visits and the automation engine can start to segment them by WHAT they are interested in and score them by HOW INTERESTED they are.
At the right time with the right campaign, you (or we) can phone them for a conversation about the things we know they are interested in and we already know they are PRETTY interested!
If they say “Sorry, I am not interested in product category A”, we already know differently and can steer the conversation with that knowledge.