Albert Lasker is considered by many to be the father of modern advertising. The Man Who Sold America, gives an account of how he tested and measured the impact of every campaign he created for brands such as Palmolive, Goodyear, and Quaker Oats. He was driven to understand how people made purchasing decisions and devised tactics to better predict the outcomes of his campaigns. The principles he based his work on became the driver for how we do business today.
Lasker’s biggest contribution was in building a framework to measure the impact of his campaigns in order to apply what he learned to make improvements on the next. He was only limited by the amount of time it took to determine if something is successful.
Today’s modern technology has allowed us to greatly reduce the amount of time it takes to get this ROI-critical feedback. However, we need more insight into what makes our content successful. I would argue that we have devised ways to get immediate feedback on the content prospects consume on our websites and email campaigns, but we still struggle with obtaining insight into and measuring prospect engagement as we transition from a digital to a human relationship. The further a prospect moves through the sales funnel, the more we rely on our gut and only measure the effectiveness of our interactions.
How do you start measuring prospect engagement effectively?
1. Centralize your content.Gain control over the master copies of the sales decks, proposals, and contracts your team is using. Make it easy for them to find the right content for each selling situation by sharing it in one central location in the cloud.
2. Use web-based delivery to measure prospect engagement.Overcome the black hole created by attaching PDFs, Word docs, and Excel quotes to emails. Knowing how long they spend on each section of a proposal or who a recipient shares the proposal with can greatly impact the way you will follow up.
3. Keep what’s working and change what’s not.As you see where your prospects spend their time, you’ll be able to tell what pieces of content result in moving a deal forward. Knowing what a prospect is most interested in can help make your follow up phone call more relevant and effective. You may find from evaluating the data that having a one minute video introducing your proposal helps differentiate yourself in a sale. While, the product slick you included may be too long and is never consumed by the prospect. By measuring prospect engagement with sales documents you can start making small tweaks to the content to make it more relevant to the recipient.
Article Post @ Get Tinder Box