I have a theory on B2B podcasting and how it’s growth and success is directly correlated with the demise of B2B cold calling.
In this segment of “Take a Breath ” Thom and I discuss how cold calling is being leveraged to get people to become familiar with you and your brand on their own time rather then being put on the spot during a cold call.
What are your thoughts how podcasting is being used by B2B organizations?
I view anyone who refers us business as an influencer.
Yesterday we had a large National Engineering firm sign on to use MergedAnalytics because an Architectural firm they work with told them about all the business they can directly tie to the timely actionable intelligence #mergedanalytics delivered to them.
In the AEC world (Architecture, Engineering and Construction) ….finding opportunities early in the process before initiatives become public means these firms can proactively make contact and bid earlier.
Earlier bidding means….winning more deals.
When you have others selling your product for you because they have had real success with it….that is the ultimate promise land in the marketing world.
Buyers are more then 60% through the purchasing process before they make contact with your organization.
They also view an average of 10 pieces of content your organization produces online before they reach out to you.
This means by the time they reach out and make themselves known to you….they have basically already decided they plan to move forward.
To me…this leaves an awful amount of responsibility on the buyer to understand exactly what your company can do for them.
What if they misunderstand some content and then rule your company out based on that misunderstanding?
How would you know they had interest in the first place?
Tools like #mergedanalytics provide an opportunity to engage earlier in the process putting you and your organization in a position to win more than you do today.
If blood work is collected and analyzed by your Dr.. If the numbers from that test are not correct for some reason ….your Dr. may react in a way that he shouldn’t. He may treat you for an issue that you do not have.
If an investor makes investments based on information that lack veracity….that would obviously negatively impact performance and investment money will be lost.
Same is true for your Digital Marketing Analytics.
If you are reacting to clicks made on your website and/or opens and clicks from an email campaign…. you better make sure those opens and clicks were made by real people and not by Bots, Servers, Crawlers etc..
MergedAnalytics filters out non human clicks by default putting you in a position to focus on real intelligence.
MergedAnalytics is a reporting tool that does NOT drive any traffic to your website. We just deliver who is on your website and how did they get there.
We do however work closely with some amazing professional Lead Generation firms.
If B2B Lead Generation is something your business needs… ask us!!!! We will introduce you to the firm that transformed our business because of the targeted leads they continue to deliver to us.
I had to deliver a detailed analytics report to a customer who wanted to see proof that the clicks and opens that are reflected in their ESP (email service provider) where in fact NON HUMAN.
MergedAnalytics filters out NON HUMAN clicks by default.
We figure ….no one would want to take action on clicks that are NOT from real humans.
What happens is an email campaign is sent out from an ESP (email service provider) to “N” number of recipients.
Before those emails are received by real people, the recipient’s corporate cyber security will open the email and click all the links (sometimes more than once) to verify that email does not contain a virus or something else that can harm the company.
These cyber security and server opens/clicks are reflected in most ESP analytics as REAL even though they were NOT done by humans.
It could be dangerous to follow up on an email you think someone opened but in fact did not.
We were able to send my customer a report detailing how the recipients MS AZURE Server was opening and clicking links that we flagged as NON HUMAN but their ESP reported as real.