With the proliferation of contenting marketing as a key strategic component within B2B organizations for attracting site visitors and converting them to Leads, many more Marketing Qualified Leads (MQLs) are being added to CRM systems than ever before.
Unlike with traditional list imports, Leads generated through content marketing represent people who have expressed an interest in learning more about a topic that directly relates to a company’s product or service offering.
Marketing automation and inbound marketing systems track visitor website behavior and provide the tools for creating landing pages and web forms in order to capture visitor information in exchange for something of value to the visitor, such as a white paper or a study. A marketing automation system can transfer intelligence about site visitors into a CRM system.
Part of this intelligence is demographic and/or firmographic information such as location and number of employees. The other part of this intelligence is the degree to which a site visitor has been engaged with different site content and with various downloadable assets.
The main goal of a content marketing strategy for companies, particularly companies which have a sales cycle for their product or service, should be to generate productive conversations between a site visitor and a salesperson. The more engaged the site visitor has been, the more productive the conversation typically is. The more productive the conversation is, the more likely that there’s alignment between what the site visitor is looking to buy and what your company is selling.
So, what are some of the key measures of site visitor engagement? In other words, how do you tell how engaged a visitor has been with your content and your value proposition prior to making that phone call?
Which Web Forms Were Submitted
Over time, your inside salespeople will get a sense as to which form submissions represent people who result in a meaningful conversations about your product or service offering. This, in turn, should be communicated to marketing so that people who fill in the “high value” forms get a higher lead score.
If a site visitor fills in every single form your site, they’re less like to be an engaged lead and more likely to be a competitor or a researcher who’s simply gathering information.
Whether a Multi-Line Text Field Was Filled In
If your web forms have an optional text field that asks the question “What is your #1 _____ challenge?”, where the blank represents an area for which your company has a product or services solution, people who answer this question tend to be more highly engaged. Also, the more information that a site visitor fills in on this field, the more engaged they are likely to be.
Whether Links in Emails Were Clicked
After a site visitor downloads an asset or assets from your company’s site, it’s good practice to send one or more follow up emails with links to additional information that the visitor might be interested in. If a visitor clicks on one or more links in these emails, that’s a positive engagement sign. While a salesperson can parse through a Lead’s history to see what they clicked, it’s also good practice to have a field in CRM that indicates they simply clicked some link in an email.
The Level of Attention to Heavy Video Assets
While most site visitors don’t convert on gated (form-protected) videos, if a direct link to a video is sent to someone as part of a follow up email or a nurture email campaign, the person’s engagement with that video can be measured.
With a combination of a marketing automation system and a business video hosting service such as Wistia or webcast service such as BrightTALK, it’s now possible to easily see how engaged a Lead was with a “heavy” video asset. For example, when the video site’s analytics indicate the fact that a Lead sat through an entire, recorded webinar — and even re-watched parts of the webinar — this Lead is highly engaged with your content. This person will tend to be more receptive to a phone call from an inside salesperson.
Translating Engagement Into a Lead Score
Once the value of engagement with different touch points is determined, these can be used as data points for a Lead score, so that it’s possible at a glance to determine not only whether the visitor is a potential fit based on demographic and firmographic information, but how receptive the site visitor will be to a call from inside sales.
Salespeople can spend more time focusing on site visitors who are most likely to have a need — and be a fit for your company’s product or service.