Don’t Give Up Without A Fight

It takes a lot of work to get a prospect to your website. You probably put hours of effort in to crafting a compelling white paper or creating a fancy flash demo to lure visitors in to filling out your form. So once you’ve got them there, don’t let go! Urge them along by offering other items that may interest your target audience. This can be additional white papers, a special offer or a link to a free trial.

Guiding prospects to valuable items that require the visitor to complete another form allows you to use conditional fields, meaning you can collect a new round of prospect data points the second time, third or even fourth time around. This progressive profiling helps to build a more well-rounded customer profile for your sales team.

Even if you don’t have a large library of “locked-down” content to offer your prospects, providing links to other sections of your website can help you continue tracking your visitors and gain additional insight in to their level of interest. Additionally, providing links in the email you send your prospects upon form completion provides another opportunity to reengage those who have already left your site.

It all boils down to this: there is no reason to have your “thank you message” consist of nothing but a thank you. Encourage your prospects to continue the interaction by offering up additional opportunities for them to explore your company. If you are truly providing valuable content, it can only lead to a positive exchange of information for everyone involved.