June 2, 2022

Re-think how you're measuring your marketing content

Matt Compton

Co-Founder & CEO

Content for every stage of the buyer journey has been a standard practice for marketers, with deliverables for top and middle of the funnel messaging driving leaders through their buyer journey towards purchasing.

At a super (super) high level, these stages throughout the buyer journey are bucketed by awareness, consideration, and decision. (Hubspot)

When we think about what the content in each of these stages looks like, the following comes to mind:

  • ebooks/white papers
  • infographics
  • podcasts
  • webinars
  • etc. etc.

While all of these types of deliverables can perform well in terms of capturing inbound leads and initiating early communications that can lead to a demo or prospecting conversation, the buck stops at the CTA.

The question to answer here is this: How can I get my content to drive more than a discovery call? How do I get it to drive collaboration with a prospect?

Here's what we mean: Think about what type of collaboration happens after a marketing form on your website or landing page is submitted and a deliverable is received. Or what type of engagement occurs with prospects after the informative webinar chat ends.

Even if you do score a sales demo after these events, how do you continue to engage with the prospect on a regular basis? Sure, there are automated email communications that can continue to nurture a lead, but how do you keep engagement consistent?

Better yet, how do you move your prospect from consuming your content to collaborating with you to solve their problem?

You might be thinking, "Slack channels solve this, right?" Slack was not built for buyer/prospect relationship building and engagement. It's been used for that, yes, but what we're thinking of here at Filo is much bigger: a dedicated workspace purpose built for people, content, and communication.  

Where content needs to evolve: Go beyond the CTA and reach towards ongoing collaboration.

Currently, there’s no industry standard for a dedicated deal room or workspace to engage with prospects on the content you feed them.

A typical use case for a lead to download content looks like this:

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What if it looked like this?

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A dedicated workspace in which to collaborate with prospects fills in several gaps that marketers and sales teams are already trying to solve in their sales process:

Lead qualification: If a prospect agrees to a demo/call that takes place in a dedicated workspace - like Filo Deal Rooms (with Zoom integration) - then you’ve already qualified that lead into committing to having a conversation about your product or service in a workspace solely dedicated to their buyer journey with you. This also adds a layer of accountability to both you and the prospect to engage at a more frequent rate.

Nurture engagement metrics: Instead of following up the demo or call through an automated email workflow, imagine attaching additional resources in a dedicated workspace that already contains the call recording, previous context of your interactions, and contains an easy way for them to engage through personalized chat.

Think about it: Your prospects are more likely to respond and engage - and in a more timely manner - if there’s a dedicated chat for your communications vs back-and-forth via email. A 2022 study from 99Firms found that “around 73% of customers find live chat the most satisfactory form of communication with a company… alternatively 51% were happy with their email communication.”

Ready to learn more about turning your content’s CTA into real-time collaboration with prospects? Sign up for early access to Filo Deal Rooms today to get started.