Ok, this is very small & most people will not even notice it, but it works really well.
Try it for yourself if you think it’s applicable in your business.
I experienced this marketing automation campaign triggered on me, using my secondary data points.
So, I recently installed a fitness/diet app and as usual, they asked me a series of questions to help me get better results & deliver better content.
Those are the primary data points of your prospect.
And they also asked me a few other questions regarding my & my family members’ medical history.
Those are the secondary data points of your prospect.
I mentioned that my mother has diabetes for the last 20 years & she takes insulin as well.
As expected they started pushing the Pro version of the app once my free trial was over.
After a few days, when I did not upgrade to their Pro version of the app (primary offer), they used my supplementary data points to run 2 different secondary campaigns
- They started sending me emails that were more focused on my mother’s health & how can I help her to manage her diabetes using their app
- They also started showing me re-targeting ads for Diabetes Books, Supplements & Diet Courses
Can you see what happened there?
I did not take their primary offer, and most companies will stop right there but they went a step ahead and utilized my secondary data points to promote another tightly relevant offer!
That is how you cleverly use your prospect’s data & power of marketing automation.
Even if just 1% of that segment buys such an offer, it would at least cover the cost of front-end lead generation.
And with a few strong back-end offers, you have strong chances to make the campaign profitable as well.
I will keep posting more such examples in the coming days, stay tuned.