How Marketo Can Score You a Date

February 14, 2014 | Andrea Lechner-Becker | No Comments |

Ok I’m going to break this down for you pretty simply, but it does require a bit of work on your end…don’t worry, though, it will be worth it in the end.

Before we begin, let’s review all the great knowledge you have in the world of marketing automation. You know the value in establishing lead scoring, a lead lifecycle, nurturing programs, and targeted messaging and campaigns.

(if you don’t…well…you need to step up your game AND your marketing prowess)

First things first – you need to know your target. Who do you want to be dating? And sorry, this probably won’t work on Jessica Alba, so let’s be a bit more realistic here. Think about some ideal traits – maybe someone who shares the same interest as you, or lives in the same city. Think of this as your demographic scoring – how interested are you in that person?

Then, take note of their behavior and interest level in you. Are they responding to your efforts to talk to them? Are they locking eyes and smiling back from across the bar? Think of this as your behavioral scoring – how interested are they in you?

If you’re relying solely on one component or the other, you’re gonna have a hard time securing that hot date. Someone who is showing absolutely zero interest in you just isn’t going to be the right one for you, no matter how hard you try, so find someone who fits your needs AND shows signs of being interested. If they don’t, move on!

Don’t be discouraged, though, if you don’t get a response immediately. It may take some time to qualify your future Valentine. Have some patience and perseverance (but not too much! The real-world equivalent of an unsubscribe is a restraining order…) to allow someone to warm up to the idea of agreeing to a date with you. Some people may call this “playing hard to get”, but really, this is your date-lead-lifecycle. Hopefully the right person (your fellow stamp collector) will make his or her way to accepting your request for a date, but sometimes people may fall into a nurturing bucket. Lucy from apartment 2B? She was flirting with you just the other day, but she’s going to be traveling for the next 5 weeks. Don’t forget about her, though, and put her into your proverbial nurturing bucket…she could be ready for a date at a later point!

And that brings me to my next point…nurturing. You gotta put in some effort here, but this will help you stay top of mind. Be careful here, though – the purpose of nurturing is not to talk about yourself or repeatedly ask for that date. It’s really to educate and instill trust in your prospects. So…no texts like “hey girl, I just had a killer workout at the gym”. Try more like, “I stumbled upon this article on the most rare stamps and thought you’d enjoy it!” **Swoon** Target your messaging to be specific with your audience, so maybe send jet-setting Lucy a note saying “I just saw that there’s a storm in the North Pole, and I know you’re headed there soon, so stay warm!” but not the article about stamp collecting.

Lastly, always be measuring whether your efforts are paying off. For example, if our stamp collecting hottie just isn’t responding to your texts but seems to be engaging with what are most likely riveting Facebook posts about your newly acquired squares of postage glory, perhaps adjust the way you reach out and engage with her and your chances of sharing a romantic night wearing white gloves and poring over your stamp collections will be far better.

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