You’ve got tons of content, and people are consuming it, but
you’re not talking to them at the point of consumption, which would be the best
time to launch them through your sales pipeline.
At the CRM Evolution Conference in New York City, I chatted
with Kate Leggett, a Senior Analyst with
She covers the area of customer service and call center processes serving
business process professionals.
In our interview, Leggett offered three techniques for
connecting readers of your content with your CRM system:
Authenticate site access:
If you require people to log in to get access to your content, you can see from
their session history the pieces of content they looked at and interacted with.
Pushing a chat box:
If you don’t have someone logged in, you’re going to have to reach out to
connect. If they delay on a content page push a chat box notification and ask
if they have any questions.
Make contact really easy:
Around every piece of content, make connecting via phone, email, or chat
extremely easy and encouraged.