Developing Engagement Models
Engagement is about reaching out.
Building an engagement model is the process of creating your various messaging strategies, and determining effective delivery channels. At its core, it is about effective ways to start communication with your target buyer. It is about striking a chord with what your prospective buyer is interested in. It happens at the beginning of the buying cycle and it continues throughout the buying cycle.
Before you can engage effectively, it is essential to develop an understanding of both:
- how your buyer views their own situation
- your buyer’s preferred engagement channels
This understanding of how your buyer sees things and behaves forms the foundation of your marketing processes. Acquiring this understanding requires research that gathers information about:
- Buyer segmentation
- Buyer persona analysis
- Buyer behavior modeling
We can drive this research effort by gathering all the information that exists at all your internal touchpoints to the buyer and the problem that you are addressing.