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Future diarly5/21/2023 The final one I included in my post was the idea of always on events. Instead, continually be adding value so the moment they move in the market (yes that’s right, they move themselves), you are top of mind. ![]() It’s much better not to leave this up to chance, trying to catch them at the right time. Who is to say that during the six weeks you run your ‘campaign’, that your prospect is going to be in the market? Activated in multiple channels and continually adapted and refreshed as the frequency and data dictated… What if you served your best content all the time? Ungated, friction-free. You don’t see jobs for ‘always on marketers’, you see jobs for ‘campaign marketers’. These used to be gated content initiatives, usually containing an e-book that ran for six weeks after months of planning.īecause that is how we had been taught to do marketing. Here is an example of an on-demand email nurture landing page that we run at Cognism. You want to give your audience the freedom to decide which content they consume. ![]() Therefore every email should be a delivery mechanism for an always-on resource that can be consumed by the reader whenever it suits them. Most people will miss most of the emails in the sequence, or only one email actually piques their interest that day to engage and click.
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