Salespeople and marketers are always looking for ways to not only better engage prospects and customers digitally but also to understand the effectiveness of that prospect and customer digital engagement.
There are two excellent applications for tracking and measuring prospect engagement with an organization’s digital assets. These are Wistia for videos and Attach for documents and slide presentations.
By understanding how much total time someone spent viewing a digital asset or by seeing what specific pages or video segments someone focused the most of their attention on, a salesperson can make decisions on whom to follow up with and where to steer conversations.
With certain platform combinations, marketers can use the same engagement data automatically re-score leads or to assign leads to a specific list or campaign.
Of course, engagement level is not an exact science, as someone can scroll to a page in a tracked brochure and then walk away for a cup of coffee. The data will show that they were “most interested” in that particular page.
Nevertheless, valuable insight can be gained by tracking prospect and customer engagement with these assets.
1. Wistia For Tracking Video Engagement
Wistia is an established video hosting application for business. It is not a replacement for YouTube – marketers should continue to upload videos to YouTube, since it’s the world’s second largest search engine. However, YouTube only provides some high level, aggregate statistics that show how videos are generally performing:
Among the things that set Wistia apart from YouTube is the fact that Wistia provides user-level engagement reports. It’s possible to see how much of a video each person watched and what parts they re-watched.
When Wistia is integrated with a marketing automation system, the email address of converted visitors can be linked to a viewing session. This means that individual engagement can be seen within marketing automation systems – currently Marketo, HubSpot and Pardot. Depending on the marketing automation and CRM system combination, this information can also be viewed within a CRM system by salespeople.
Wistia offers a number of other features and benefits not offered by YouTube, such as the ability to create a turnstile, which asks for an email address before playing the video. Here is a list of Wistia features.
2. Attach for Tracking Slides and Document Engagement
Attach is a recently launched application that applies some of the Wistia principals to documents and slide presentations.
A salesperson can send a document or a slide show to a customer or prospect and see which pages or slides the recipient viewed and how much time they spent on each page or slide.
Files can be uploaded from a local drive, DropBox, OneDrive, Google Drive or Box. I tested an upload of a demo Google Slides presentation and the the resolution is outstanding. Here’s a link to a demo presentation that does not require any contact information to be entered.
Once a file is uploaded, any number of links to the file can be created. Links can be specific to an individual email address. Alternatively, a Custom link can be set to prompt anyone who wants to access a file – via a web page, email link, tweet, etc. – for contact information.
If an email address (and other contact information) is required, collected information can be synched to a CRM or marketing automation system via Zapier or using one of several native integrations offered by Attach. There are other available link options, including whether the file is downloadable and whether there’s a link expiration date:
Both aggregate and individual engagement can be viewed. The individual activity information is very granular. In the following example, you can see that this person looked at slides 1 – 8 and then stopped after viewing slide 8 for three seconds:
Attach does not offer the same native, bi-directional integration with Marketo, HubSpot and Pardot that Wistia offers. Direct Salesforce integration is available, but sales users should also be set up as users within Attach so that they can view detailed engagement information.
Tracking Audio Engagement
A third application, SoundCloud, is seemingly an ideal candidate for tracking individual audio engagement. However, since SoundCloud is more of a B2C app like YouTube, the Wistia and Attach type of B2B functionality has not yet been offered and may not even be on the radar.
Perhaps there’s an opportunity for another entrepreneurial team to create a B2B audio engagement solution.