How Content Analytics Can Make a Marketer’s Job Easier

By Gaining Intelligent Insight into How Sales Uses Content, Marketing Can Understand What Works and What Doesn’t, Improving Productivity and Avoiding Wasted Resources

Brian-Cleary-headshotBy Brian Cleary, Chief Strategy Officer, bigtincan

If you’re a marketer, you understand the critical importance of delivering relevant content to sales reps that improves customer engagement and closes deals. The challenge is to not only develop the right kind of content, but to also put it in the hands of the right rep at the right time and at the right location to help them be successful. When sales teams can’t find the content they need, they waste time that should be spent selling hunting for relevant content  – often on a mobile device – or developing it themselves. Without access to intelligent insight into user interactions, utilization and the value of content, marketers are unable to understand what works and what doesn’t, therefore wasting time, resources and budget by developing irrelevant or under-utilized content.

However, there is technology available today that enables marketers to capture intelligence on sales teams’ use of content, such as if, how, and where in the sales process they’re using specific pieces. By taking advantage of these analytics tools, marketing can improve productivity and avoid wasting resources in the following ways: 

  • Identify Unused Content
    • According to Sirius Decisions, 60-70 percent of content churned out by marketing sits unused even though most of it is created specifically for sales and channel enablement. Reasons for this range from marketers developing irrelevant content to sales teams being unaware that the content exists or lacking the time to sift through folders and files to access the specific content they need to close a deal. With visibility into user interactions with and utilization of content, marketers can identify the content that is sitting unused and remove it. After all, creating content that doesn’t get utilized is a monstrous failure, considering how much time, resources and budget it takes to produce it. Organizations need to stop creating content for the sake of doing so and leverage analytics to identify the content that’s actually closing sales. 
  • Unlock Expert Sales Behaviors
    • Using analytics, marketing can gain greater visibility into which content sales teams are using, how often and at which point in the sales process they are using it.  By identifying those messages that are resonating with customers and which presentations are being used most often to close deals, marketing is empowered to both prioritize the kinds of new content that should be created and improve already-developed content by incorporating feedback from the sales team based on what has worked for them. For instance, you may learn that your top sellers are only using five of the 20 slides in that PowerPoint deck you created or are making valid changes to some of the slides, which are improving customer engagement. These insights provide a better guide to marketing on the type of content that is needed and will be used most by sales. In addition, knowing what content top sellers are using helps unlock their expert behaviors, which can be replicated across the rest of the sales team in their own sales meetings for greater success.
  • Quantify the Value of Each Piece of Marketing Content
    • By tracking if and how content is used, and identifying which content works and which doesn’t, marketing can better allocate their resources. Eliminating content that isn’t relevant and pushing content that is to sales teams when they need it, marketing can now determine the financial impact and quantify the value of marketing content and sales tools used during the sales process, and sales can spend more time selling and less time searching for content.

By taking advantage of technology that tracks content utilization, marketers can streamline their content creation process, making it more effective by identifying the most useful content and by eliminating wasteful content. As a result, marketing empowers sales to be more effective when selling while improving its own productivity.

About the Author: Brian Cleary is currently the chief strategy officer at bigtincan, a mobile content enablement company. Cleary brings two decades of experience to his role where he is responsible for setting the technology roadmap, leading product and corporate marketing initiatives and developing strategic technology partnerships and field leadership strategies. 

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