By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
While there are plenty of reasons to use automated technology to manage leads through the sales funnel, there comes a point when personalized content needs to be used to reach contractors and professional tradesmen.
Contractors need answers to specific questions whether it’s product or application related. They normally are looking for this relevant info and personalized content is an excellent way of delivering it.
There are benefits to using personalized content. More than half of senior marketers worldwide polled in CMO Council’s June 2015 survey said that using enriched or personalized content and digital interactions brings higher response and engagement rates.
So what are you doing to personalize content to the professional tradesmen? Are you addressing their concerns? Do you know what those concerns are?
Send your sales staffs out in the field and get a better read on what the tradesmen are looking for…don’t assume you know.