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How can you make sure you don’t go from 'cursory' interest to 'intentional' interest without going too fast?
This question was asked during Ardath Albee’s webinar The Four Types of Prospect Attention and How They Affect Demand Generation
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Interesting question that I'm assuming was asked by a marketer. Here's the part you missed. You don't "move" them. Prospects move themselves based on the level of value they assign to your content or the quality of their experiences with your company.
The trick is that you need to be able to identify the difference between cursory and intentional attention. Cursory means they might be interested. They read a couple of things from you but only spend a little time doing so. Maybe they only read your content when you email them a link to it.
Intentional attention is someone who seeks out your content on their own, in addition to clicking when you send them links. They attend your webinars and start looking at case studies and download a solution brief. They watch your online demo.
If a prospect is at the cursory stage - they won't make all that effort to engage with you. A prospect with intent to change/buy will.
In essence, the behaviors related to these types of attention look different. So start watching for patterns and determine what actions define someone at the early stages vs. the later stages. Then map your response levels to those and you shouldn't be going too fast.
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