Do You Really Know Your Buyers?
Over the last decade, we’ve been lucky enough to work with some of the world’s top television distributors. We’ve influenced the way some of the biggest names in the industry market their content, and a lot of our success comes down to changing the ways organisations access and use data. Following the explosion of “big data” as a marketing buzzword in recent years, and the subsequent ease in which data can be collected, it’s easy to fall into the trap of collecting lots of data, without getting the right insights. With 87% of marketers considering data their organisations’ most underutilised asset, what is it the other 13% are doing differently?
The Right Data for the Right Insights
When marketing programmes to broadcasters, the holy grail is full visibility on the buying journey of a prospect. Unfortunately, with buying cycles becoming more complex than in the past and marketing campaigns spanning over so many channels, it’s easier said than done. To help, we have delved into the top five things marketers need to know to get the best insights on their buyers.
How Are Buyers Accessing Your Content?
In today’s digital world, it’s important to cater for the different ways in which buyers might want to view your content. In October 2016, mobile website views surpassed desktop views for the first time, and that upward trend is continuing today. An unresponsive website no longer caters for the majority of users and this is especially detrimental where video is involved.
40% of people will choose another result if the first one they land on is not mobile friendlySweor.com
Your content catalogue can be as compelling as you want, but if buyers can’t easily view screeners, you’re already on the back foot.
What Are Your Buyers Watching?
Next up, it’s important to know what programmes potential buyers are watching – and equally what they’re not watching. Tracking what a buyer is watching, or how much content they’re watching in a given period, allows marketers to automate processes that may otherwise be really time-consuming, or completely unachievable. For example, if a buyer watches 10 programmes in a row, that information could be used as a trigger to automate an email to them about the content, or as an alert for the sales rep to contact the buyer. Conversely, if buyers keep visiting a screening website but not watching anything, marketers can start to question why. Are the videos responsive? Is the site easy to navigate? Are they able to search for the content they want? With so many alternative options readily available, a good user experience is vital.
What Do Your Buyers Actually Want to Watch?
It’s one thing tracking what your buyers are watching, but do you know what they actually want to watch? Having a sophisticated search function not only provides a great user experience for the buyer but also provides the marketing team with a myriad of information around a buyer’s activity. By allowing search to become more granular, more data becomes available around the type of programmes a buyer is searching for, the optimum length of programmes for that particular buyer and any other options you personally choose to enable as part of a search.
Who Else Is Involved in the Buying Process?
In an ideal world, there would be one person responsible for the whole decision-making process, but unfortunately, as we all know, that’s far from the case. Therefore, knowing who in the organisation a buyer is sharing content with is really insightful. Seeing that content is being shared around multiple people gives two very important insights to the marketing team.
- It's a very clear engagement signal indicating clear buying interest.
- It allows an insight into who the other influencers/decision makers are within the organisation.
Can You Quantify the Level of Engagement?
It’s clear to see there’s a lot to track around the buying cycle and, according to Forrester and The Data & Marketing Association, understanding customer interaction across all touch points is the number 1 challenge for marketers. Having the raw data on interactions is one thing, but understanding it enough to draw insights is another completely. A collated view of buyer engagement is vital for marketers to be able to action data-driven decisions. In our experience, a good way to achieve this is through scoring prospects on their engagement. Engagement scores act as an indicator of a buyer’s likelihood to purchase by representing whereabouts they are in the buying journey. That information can be used to serve the right content at the right time to a buyer, as well as helping sales reps to reach out at the perfect time.
Where Can You Find These Insights?
Can you confidently answer the five questions above? If not, it’s worth assessing how much of an impact it could make on your marketing process. By gathering data on your prospect’s interactions during the buying cycle, you are allowing for a more personalised approach both in terms of marketing and sales. Marketing can better nurture buyers, and sales can use the insights from marketing to inform a warm conversation with the buyer.
We’d love the chance to share more insights with you, so if you’d like to discuss how to get the most out of your data, or if you’re wondering where to start collecting any of the insights we shared above, please contact us here.