A great auto response campaign starts with an exchange, you offer something of value to a prospective customer, and in return, they give you their contact information. What can you trade?  What is your inbound offer?

The short answer is anything; any information that you have access to, that a prospective customer might be interested in. Here are just a few examples:

Industry data, survey results and how-to guides. Customers always want to know how other people use your product or service. Case studies also answer those same questions. Consider creating white papers, resources, checklists, and scorecards. Customers are always curious how they stack up to other customers.

You can also create invitations to special events, discounts, or product previews.  And one of the the very best thing to offer is something you probably already have , a collection of your blog posts. Sure, they can read them one at a time on your website, or you can pull together some of the most popular posts, bundle them in one white paper and offer them in exchange for contact information.

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