Several weeks ago, I was in a meeting with a group of senior executives at one of the oldest business information companies in the United States, and the conversation shifted to lead generation:
“Results are horrendous, incredibly weak. Much of these leads are unusable. High percentages from Gmail, AOL, Hotmail… So many unknowns and, well, at least some decision makers, along with the rest of usual useless information.”
Anyone who works in today’s digital marketing space knows this is a common conversation that is hard to fix.
So, is bad #data the real issue for us or is it that we are chasing down the wrong path?
Think about it. We spend millions of dollars chasing individuals who download content, attend webinars or throw business cards into fishbowls at conferences and shows. We spend very little trying to figure out what is really going on inside a company of interest.
Things that sales and marketing agree on:
- Purchasing is a team exercise
- Figuring out what the consensus inside of buying teams is a tough job to figure out
- There is a value to downloaded content as a proxy for team interest
- An individual act tells us nothing about its organizations intent.
Is it time to devalue the downloaded white paper as our lead generation currency? (Sales people will love this one, Marketing, maybe not)
More to the point, isn’t it time to evolve and begin the process of understanding the corporate body language through a variety of data points that are already available to us? Would it not be better to understand that the almighty download can and should be part of a larger canvas where a broader, more accurate picture emerges?
Even at it’s broadest level, #predictive #analytics can come in some simple forms.
6 examples of simple forms that apply basic predictive analytics:
- You can use any number of competitive search tools to understand what keywords and key phrases are collectively perceived as important when prospects begin their journey to find you
- And if you look historically backwards, you will be able to see what changed and potentially why
- You can also develop an understanding for funnel position (where companies are in the sales funnel by segmenting out keywords based on a natural progression of educating oneself.
- You can then use that analysis to make sure your own website is in tune editorially – are you mapping to what is important at that moment in time to companies that are consuming the content aligned with your objectives?
- You can find sites where these keywords exist ON PAGE in ways that align with your objectives. Page Indexing has grown up and become very sophisticated.
- Just this simple knitting together of these two components begin to give you an indication of trends and volume of content that is out there and that your prospects are consuming
Then do this:
- Use IP identification and targeting to match who you see on your site and who is consuming the relevant content across the Web. This type of targeting will enable you to report back on which companies are most active in consuming specific keywords across contextually aligned sites.
- This gives you a marriage of your data and external data that help you develop prioritization for sales, messaging across marketing, content development and most of all – IT GETS YOU OUT OF DEPENDING ON WHITE PAPER DOWNLOADS as your proxy for interest.
- Once you add your crm and marketing automation data, revealing what companies you currently talk to are most engaged – you have a clear path to a strategy.
- Analyze the competitive set to understand how everyone is deploying search and keywords
- Utilize page indexing to understand where the content is
- Use IP identification and targeting to tell you who and what and how many from where
- Knit your own data in to complete the virtuous circle
The age of #Predictive #Automation is upon us. Take the initial steps needed to understand organizational #intent and funnel position, and your sales organization will stop complaining about those lousy leads you send them.