How to do Passive Prospecting

What is Business Development?

All prospects are not created equal.

Prospect passively for maximum profit.

Passive prospecting automates engagement.

Prospects self-navigate the path to declared intent.

So how do you do passive prospecting?

Passive prospecting consists of...

· Lead Status Monitoring
Identifies the velocity of prospects.

· Lead Score
Monitors quality and quantity of prospects.

· Lead Type
Identifies prospect personas.

· Content
Delivers the right content at right time.

Content may consist of...

1. Stock Content
Library of general content like eBooks, white papers, case studies, Use Cases, Frequently Asked Questions (FAQ), customer testimonials, and descriptions of product features and benefits.

2. Dynamic Content
Analyzes prospect intent signals, along with all known data about prospects (demographics, firmographics, first party data, etc.), and serves the best content to the prospects. For example, content on a corporate website that changes for each unique visitor.

3. Interactive Content
Helps prospects determine their next best action like calculators, quizzes, chatbots, webinars, and surveys.

· Next Best Action Prompting
Lead nurturing “drip campaign” sequences that prompt the prospect to take the next best action.

· Conversion Prompting
When prospect intent signals appear to indicate the prospect may be inclined to declare intent, a Call to Action (CTA) is presented to the prospect.

· Dark Funnel
Some prospects nurture themselves in environments where intent signals can't be detected like word of mouth, online groups, online research, etc.

Dark Funnel prospects can surprisingly appear at the bottom of the funnel or move in and out of the dark funnel throughout their journey.

NICE Method:
Use the Nurture Intent Cycles of Engagement (NICE) method to help maximize prospecting effectiveness and efficiency.

Automated passive prospecting can be more profitable than proactive prospecting...

If you do it right.

Tony Gray, BDP
Author of the Business Development Body of Knowledge

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