The Case for Audience Intelligence
It’s all about your audience. The more you know about each attendee, the more likely you are to engage with them on what matters. While many webinars focus on furthering the customer journey, engagement is the only outcome that will move the needle on additional revenue, whether for a new prospect or an existing customer. This was true for pre-Covid in-person events, and it continues to be a growing challenge for virtual and hybrid events.
How much do you need to know about your audience and when do you need to know it? Everything of course, as fast as possible! Frequently, all that Marketing, Sales or Customer Success is provided with is an attendee list. Fleshing that list out can take as long as two months. Imagine you held a webinar just before Halloween and got attendee data only at Christmas. What good would that be? Will your attendees even remember you? You need comprehensive information ASAP so your outreach is fresh while you’re still on your attendees’ minds..
If you run Q&A sessions, polls or surveys during a virtual event, you’ll get a lot of raw data. How will you make that data useful to your Marketing, Sales and Customer Success teams? It’s not an idle question. If you decide to collate, interpret and organize this data, it can take time — weeks, not days. If you provide the raw data to your SDRs or BDRs, then you’re leaving them to decipher it. You’re stuck between a rock and a hard place.
It’s imperative that we pay as much attention to our strategy for delivering consistent and unified audience intelligence as we do to producing an event. Today we collect data. It’s not about data — you can drown in data! It’s about understanding
- What data to collect,
- How to collect it consistently across virtual, in-person and hybrid events,
- How to analyze it to produce intelligence on each member of your audience.
Transforming data into intelligence is how we can address the challenge we’re faced with now and in the future.
Unified Audience Intelligence will be crucial to the success of your events — virtual, in-person and hybrid. It will empower you to prove the ROI of your events, and to close deals faster. Does anything else really matter?
To learn how you can deliver Unified Audience Intelligence, visit http://graphtech.ai/audiencegraph.