A key objective for the early stage of the customer journey was to progressively profiling prospects to allow them to share more details on their needs and preferences over time. Social Garden created nurture sequence for a segment of the database to prompt prospects to provide further details to allow for more personalised communications. As prospects completed the progressive profiling nurture they automatically advance to the relevant nurtures based on their preferences.
Capturing more data in less time:
In addition to the more personalised communication with their database, Adenbrook Homes now benefited from an ever-green automated experience that relieved the sales team of the unrealistic expectation of having to complete an extensive data entry process in order for the business to gain insights on prospects and clients.
Keeping a pulse on thousands of prospects in real time:
Pardot lead scoring was implemented to consider both the explicit data the prospects had provided on forms in combination with their digital behaviour across emails, landing pages and the website. As prospects in the database complete profiling forms the values they answer contributed a relevant figure to their overall lead score. Similarly, as prospects returned to the Adenbrook Homes website the individual’s behaviour contributes to their lead score. Once the individuals lead score reaches a threshold the relevant New Homes Consultant is notified. The New Home Consultant can then access the prospects history within their Salesforce record to see what information they have engaged with to jump start the conversation around the relevant product.