Targets or prospects that engage with the campaign exchange their email (and other information) in order to redeem the valuable content items on offer. Each engagement is tracked and targets are then nurtured through the campaign funnel over time. The objective is to develop a relationship of trust by continuing to be a source of valuable useful content.
Second level qualification
During this time, targets are also exposed to links that are closer (in their subject matter) to the organisation’s value proposition, or intended outcome, such as case studies, product and service or event information. Targets that engage with this second level of content are regarded by the process to have been qualified at the second level.
Third level qualification
Targets are then further qualified if they take action at the third level, which may include: a request for quotation, an event registration, the completion of a survey or viewing a pricing page. Third level engagement can be the ultimate indication of a conversion, or a qualified lead.