Do you remember the “Choose Your Own Adventure” children books back in the 80’s? I can remember excitedly flipping forward to the page I chose for the outcome of the main characters and plot.

People like choices. 

With the advancement of Marketing Automation tools, why aren’t we letting our prospects “choose their own adventure” in the buying journey? Prospects are already leaving foot prints all over the place. With each page visit, video view, email click and PDF download we are already following the journey of our prospects.

Tiered CTA’s in your email can help your sales team know when it’s appropriate to reach out to the prospect. The sample below clearly gives the prospect two CTA’s.

Inserting two CTA’s, each a different level of interest or commitment: “Read this Article” vs. “Free Consult” gives us straight forward insight into their level of interest.

This doesn’t just apply to emails. Try tiered CTA’s with dynamic content in your website and nurturing campaigns. If you are video heavy get creative and let your viewers choose the next steps with a splash screen after they viewed your video.