- Focus on activities that drive engagement. Look at engagement score trends and evaluate which activities are driving the most engagement. Modify the marketing mix to do more of what works best.
- Personalize marketing efforts. Our own studies show that personalizing emails results in greater response rates. Personalization includes inserting a person's first name in the email or sending an email from an actual person instead of a generic email address.
- Offer something of value. Giving prospects and customers a reason to interact with your brand will drive interest and engagement. This can come in the form of a white paper, study results or a coupon.
- Nurture contacts once they are engaged. Close more sales by targeting already-engaged prospects with marketing tactics. Interaction with customers post-sale is important to encourage loyalty and create additional revenue-generating opportunities.