Profiling programs are designed to guide the marketing automation platform in determining what category would your website visitor are into so to identify the marketing needs of those individual in the marketing process. Profiling software consists of scoring those individual in terms of content visit, email interaction and click rate ration. This helps business in segmenting what kind of strategy they will going to use in guiding their prospect in the sales process. Not only that it can also identify the demographic and firm graphic characteristics of the proxy of these individuals.
To understand this more, there are three major type of profiling programs that is available for you to harness and implement to save time and energy in the marketing process.
- Buying Stage Scoring
- Buyer Persona Profiling
- Pain Point/ Product Interest Profiling
Buyer Stage Scoring is capturing the proxy of the prospect’s point of view in the sales process. This is characterize by his/her website visitation, email interaction and content click rate. If you notice this would be high, a research or a call to action like feeding more the prospect with information would help them in the marketing and profiling process.
Buyer Persona Profiling is the next level after stage profiling. This is when visitors are more into technical aspects, strategic opinion and suggestion from your website. They are more likely to raise a question and interest in your service. They are most probably decision makers and make sure to get the demographic and firmographic proxy and measure them as well.
Lastly is the Pain Point/ Product Interest Profiling measures the prospects’ need and empathize with them. For most marketers, this is a desperate move when it comes to profiling and how it is done is less likely to give good results. But this is vital because it gives a full attempt for the prospect to be recognized his/her needs.