Buyer Behavior: Active vs. Latent
Posted: Wed Jan 29, 2025 3:43 am
Behavior is complex and multidimensional. You need systems to assess different types of behavior. The main distinction is between active and latent (hidden) buying behavior. The benefit comes from setting up your scoring system accordingly. Active buying behavior identifies “hot” leads — actions that demonstrate a willingness to close a deal and a current interest in an offer. Latent buying behavior, on the other hand, indicates lower engagement in marketing interactions.
Understanding the difference between these two types of behavior south-korea phone number data is critical for a marketer. For example, imagine two similar prospects who exhibit different behaviors. One downloads an RFP (request for proposal, a detailed specification of goods or services sent to potential contractors or suppliers), watches a demo video, and visits a price list page—all signs of very active buying behavior.
Another lead has made multiple repeat visits to the same page over a longer period of time without showing any interest in your product or service. While these prospects may have reached the same level of engagement with the offer, one is active while the other is dormant. When developing a lead scoring model, it’s important to consider how to adjust your rankings to account for these different types of buying behavior in your account.
These different activities imply different levels of purchase readiness and require different follow-up actions.
Below is an example where the first lead, Chrissy, is showing very active buying behavior, while the second lead, Jen, is showing latent behavior.
Understanding the difference between these two types of behavior south-korea phone number data is critical for a marketer. For example, imagine two similar prospects who exhibit different behaviors. One downloads an RFP (request for proposal, a detailed specification of goods or services sent to potential contractors or suppliers), watches a demo video, and visits a price list page—all signs of very active buying behavior.
Another lead has made multiple repeat visits to the same page over a longer period of time without showing any interest in your product or service. While these prospects may have reached the same level of engagement with the offer, one is active while the other is dormant. When developing a lead scoring model, it’s important to consider how to adjust your rankings to account for these different types of buying behavior in your account.
These different activities imply different levels of purchase readiness and require different follow-up actions.
Below is an example where the first lead, Chrissy, is showing very active buying behavior, while the second lead, Jen, is showing latent behavior.