Define
Experience > Define
The Define module is where you come to define your content experience, including gating, messaging and progressive profiling.
The page includes three main features:
Funnel stages: pulled directly from your CRM, select the stage in your buyer’s journey you’d like to build rules for.
Content Type controls: drawing on the tags you applied to your content directory, you can adapt rules for different sections of content in each stage.
Questions: Adapt the questions you want to prioritise capturing for prospects in each stage.
Funnel Stages
Initially, the funnel stages present on the page are the Anonymous stage and the Known stage. Clicking on one of the tiles will make this stage the active stage for configuration.
Clicking the ‘+’ symbol in the Qualified section will allow you to select sales pipeline stages, which have been synchronised from your CRM solution, and build a specific content experience for that stage.
The funnel stages available to select from are the funnel stages that have been configured and selected as active in the Integrations module. You can build unique experiences in every stage of your pipeline.
Note: the default experience with no rules configured will be ungated.
Anonymous
This is the state of all users who come to your website and who have not shared any information with you so far, so you do not yet know who they are or if they are working for a company with which you have a relationship or active sales process.
Known
This is all users who have completed a form and shared their email address with you. All users who are known, regardless of sales stage, will be exposed to the content experience configured for this user state, unless additional sales stage tiles have been activated and configured.
Note: Demand-Genius will automatically recognise returning known users. There is no need to gate content in order to track users’ content engagement.
Qualified - Sales Stages
Any user who becomes known, but is also working for a company with which you have an active deal in your CRM, based on the email domain they have used and their company is in the sales funnel stage configured.
If a user is from a company that is in your sales pipeline, but you have not configured experiences for that stage, they will be exposed to the experiences configured for the known stage.
Content Type Controls
The user experience on your website can be configured per content type, based on the funnel stage selected at the top of the page. In this example, with the Anonymous funnel stage selected, the experience for content of Type Blog is being configured.
You are able to select and ‘activate’ each content Type where you want to have a data capture experience deployed for the active Funnel Stage. The Content Types available to select from is determined by the Content Types that you have configured in the Directory module.
For each selected Content Type, you can configure the style of form that will be triggered along with other form parameters, detailed below.
Form Style
There are currently three (3) form styles to select from:
1. Corner Pop-up
2. Embeddable
3. Full Page Pop-up
Further details of each style can be found in the Design module documentation. Guidance of form customisation in line with your brand guidelines can also be found in the Design module documentation.
Form Title
This is the main title of the form that will be displayed at the top of the form to your users. The colour of the text will be determined by the form configuration you have set up in the Design module.
Form Sub Title
The form sub title is optional, and is the text that is displayed below the main Form Title on the form. It is typically used to add context to the form and provide further information or instructions to your users.
Number of Free Pages
This lets you configure a “meter” - a number of pieces of content the user can consume before receiving the experience you have specified. Select the number of pieces of content, of the Type being configured, that a user can access before seeing the form. For example, if configuring the form for Blog content and setting the number of free pages to 2, the user would be able to access two blog articles before triggering the data capture form. However, if configuring gating for a demo video or whitepaper, you may want to set this value to 0, so that the user must complete the form to access the content.
Number of Questions
Demand-Genius Forms are dynamic and as such, you need to define the number of questions that will be displayed to the user. The actual questions that will be displayed are configured in the ‘Questions’ tab. For example, if the number of questions is configured to 3, then the top three questions from the questions tab for that stage will be selected, where there is not already a known answer for that user. If the user has already shared information with you, then Demand-Genius will skip that question and ask the next most relevant question.
Dismissible
The Dismissible check box defines if the user can dismiss and effectively ignore the form or if left unchecked, the form will be mandatory to fill in and will not be dismissible. Depending on the style of form chosen, this may mean the user won’t have access to the content until they complete the form, or they may still have access, but the form remains visible on the page, such as the case with a corner popup
Questions
The questions tab allows you to orchestrate which questions are prioritised at each stage of the sales funnel. For each funnel stage you are able to reprioritise the questions by dragging a question up or down the question list or de-select those questions that are not appropriate for that sales funnel stage.
Simply select the required user state or funnel stage from the top of the page, drag and drop the questions into the correct priority and deselect any questions that are not required or appropriate for that state or stage.
Click ‘Save’ once happy with the question order for the funnel stage or ‘Reset’ to revert back to the previous configuration.