Most B2B companies leverage soft offers like white papers and on-demand webinars as part of their demand-generation efforts. They spend marketing dollars on campaigns to herd prospects to their web sites (money spent on such elements as key words, banner ads, syndication services and third-party blogs). But once a prospect lands on the "microsite," he or she sees the same generic content and soft offers presented to other prospects. And that is a low-yield proposition for your firm.
Now you can offer each prospect an individualized web page based on his or her individual profile. Just as with precision-targeted marketing, the "Resource Center" can contain whatever your prospects may be interested in, based on their profiles—allowing you to break through the marketing noise your customers hear, to make your interactions as high-yield as possible. Why not use every interaction to gain deeper knowledge? Customers will see only one new, very relevant question and pre-...
