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How do you discern between someone who is engaged in your content vs someone who is an active buyer?
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5 Answers
Good question. Two parts to the answer I think.
1) Are they a target customer?
Are they of the right size, industry, location, etc. Not a prospect if they are a student, solo consultant, etc.
2) Are they exhibiting buying behaviors?
Which pages are they visiting? Product demos, reviews, pricing is more valuable than white papers, webinars, etc.
How did they get there? Did they search on your company name? (Marketo found that people who type "Marketo" into the search box tend to be good prospects.)
Hope that helps.
Jeff
I don't think those who are engaged in your content and active buyer are mutually exclusive. Active buyers generally would also be engaged in content. The engagement intensity would differ based where in purchase cycle they are. In fact, content engagement intensity should be mapped to the buying/purchase cycle, for example- data sheet/webinar/demo (research) & pricing/trial/user guide (compare & buy).
Pretty simple answer, don't you think?
The "active buyer" (potential client) is responding to your call to action. The other person isn't.
Now, what turns a 'content engager' into an "active buyer"...well that is a different discussion...
People might engage with your content for any number of reasons and not be an active buyer. The most accurate way to find out if they're a real prospect or someone who is just interested in the content you provide is to look at the demographics as Jeff suggested and then call those who look qualified. We've found that plenty of people who are engaging with our content and exhibiting buying signals are simply looking for education. So we just put them back in the nurture cycle, because they might eventually become a buyer - either at their current firm or in a new role.
Take a look at your analytics, specifically, "time spent on page" (i.e., content pages) and funnel progression. Those that are spending time on content pages but not progressing through the funnel are engaged in the content, sure - but those that are descending the funnel (from arrival, to content, to POP, to checkout - whatever your progression) are the types of experiences you want to recreate.
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