Prospects spent an hour watching your webinar, answering polls and downloading your resources. They even turned to your Content Hub to read up on a new white paper. But, while click-and-view data is helpful, marketing and sales need first-party data to truly optimize programs and propel deals forward.
To meet this challenge, ON24 created the Prospect Engagement Profile as a part of its Performance Analytics offerings.
What Does the ON24 Prospect Engagement Profile Do?
The Prospect Engagement Profile provides a global view of a prospect or customer’s lifetime engagement with content hosted on ON24-powered experiences. These insights can arm sales with the context they need to push deals forward and help marketers better understand key audiences.
For example, the Recommended Content tile offers suggestions on more content that might interest a prospect. Sales reps can also easily select and email that content directly. We’ve made it possible to track which content a prospect is engaging with and when, offering clearer insights into buyer interest and intent.
So, if a visitor interacts with an ON24 Nurture Page experience, browses an ON24 Content Hub or attends a webinar powered by the ON24 Webinar capability, you can see how engaged they are with your content.
Just as important, this feature integrates into CRMs and MAPs.
What Does the ON24 Prospect Engagement Profile Measure?
Data points can range from the number of polls and surveys answered to types of content consumed, length of time in a webinar, and much more. Other data points include:
- Recent engagement level based off of activity in a webinar or digital experience
- Total engagement hours across webinars and digital experiences
- Number of touches an account or individual has made
- Types of content consumed in a content journey
- Business interests of a visitor or account
And more. Equipped with this data, marketing and sales teams can understand lead activity and interest and effectively accelerate the buyer’s journey.
Why Would I Want to Use the Prospect Engagement Profile?
Let’s say an attendee or prospect spent an hour watching a webinar. And, let’s also say they spent time answering polls, downloading resources and even turned to a Content Hub or Nurture Page experience.
The PEP empowers both marketing and sales teams to not only see what visitors interact with, but to get context as to why they’re interacting in the first place. If a new customer is asking questions about how to use a product or feature, for example, a CSM can be notified and send a guide or set up a walkthrough while marketing updates its email nurtures to new customers for more efficient onboarding.
To Personalize Experiences
So a PEP is a powerful tool for enhancing the overall experience for customers and prospects alike. However, teams can also use this information to craft personalized experiences to an individual or account.
With PEP as a guide, you can stand up Nurture Pages and Content Hubs fully personalized to an account or high-profile individual. Both experiences can dynamically display content relevant to their expressed interests based on previous behavior, display content libraries based on expertise, and even display branding unique to the visitor — from name to logo.
To Accelerate Deals
Other Prospect Engagement Profile features provide you and your sales team with actionable insights. For example, Recommended Content, provides you with suggestions on more content that might interest the prospect in question. Sales reps can also easily select and email that content directly to the contact.
To Keep Sales Informed
Additionally, integrations between ON24 and CRMs/MAPs can directly embed data from a prospect profile right in contact and lead records. Sales reps can view engagement activity without ever needing to leave their preferred CRM, remaining informed and experiencing meaningful conversations with prospects and customers.
Level Up with Account Engagement Profile
Account-Based Marketing (ABM) is an effective strategy to drive business growth. ABM engages target accounts for better ROI while strengthening the sales-marketing relationship. Not only do companies using ABM generate 208% more revenue from marketing efforts, but 83% of marketers also say ABM increases engagement with target accounts, effectively making the marketing and sales process more efficient.
ABM’s customer-centric approach enables B2B marketers to deliver the personalization needed to drive growth. To help marketers understand target accounts, ON24 developed the Account Engagement Profile (AEP). Key in scaling ABM efforts, the AEP is a cumulative report of all engagement from all individual prospects within the same business account. It compiles individual interests and interactions so marketers know what content resonates.
ON24 AEP details:
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- Account engagement metrics, such as average Engagement Score, total leads and more
- Funnel Stages detailing the number of registrants and attendees in each stage of the buyer journey
- Recent content views and viewers of that specific content
- Recent interactions from each lead or prospect
Learn more
With the ON24 Prospect Engagement Profile, audience engagement is turned into actionable insights. With the needed intelligence from the profiles and a better understanding of lead activity and interest, marketers can accelerate the sales cycle, deliver insights to sales teams, and better align marketing and sales.
Book a demo today to learn more about this feature. Click here to get started.
