Personalize the Fulfillment Process to Hold On to Leads
Back to Basics
While the platform technology is important, Woods says it’s the smallest part of the challenge. “The biggest part, and this is really right back to the art of good marketing, is thinking through what is going to be interesting to an audience member and how can you understand, based on [his] behavior online, what cues you’re looking for to tell you what is going to be most interesting to [him]. That really is just good marketing and good content writing.
“Yes, you need technology to help you out in delivering that correct piece of content,” he adds, “but the lion’s share of the work is coming up with really good, interesting, concise and relevant messaging.”