Who Sees & Who Believes - Part 1

Sometimes virtual environment organizers fail to take full advantage of the significant opportunities for customized user paths in their quest to save money and leverage the many benefits offered by virtual platform vendors.
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By utilizing entitlement, environment messaging, and some basic planning, owners of virtual environments can create incredibly powerful and highly customized experiences for their target audience personas. 
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Let's take a quick look at what's possible:

Let's say you're an event organizer putting together a customer-facing virtual trade show. And let's assume your three target personas are 1) executives, 2) ultimate decision makers, and 3) technical advisers. And the goal of your trade show is to move prospect customers through the sales funnel more efficiently.

By utilizing entitlement, you can create an experience for each group that caters to their needs, saves them time and, best of all, enables you to control what is being consumed, and by whom.

At 6Connex, we call it: Who Sees & Who Believes. In this post we're going to look at how you control Who Sees.

Back to our example use case. 

You want executives to receive high level information, treat them to high-touch contact with your company's experts, and then have them exit feeling as though the experience was beneficial. Their user path might look like this:

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When you target ultimate decision makers, your goals are different. In this case, you'll want to have them to take a deeper dive into your marketing communications, participate in live Q&A with product experts, and attend informative sessions. Their user path would then look like this:

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And then we have the technical experts who advise the decision makers on vendor options. This target audience requires a different type of experience, one in which the marketing spin in minimized, and the sales engineer availability is paramount. Sessions and data are important, but so is live interaction with technical experts from your company. That user path might look like this:

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Of course, all of this interaction is measurable, giving you tremendous customer intelligence (which can be integrated with your CRM tools). This is a very powerful concept for marketers, one that is difficult to achieve without the flexibility of a virtual software platform. 

To see how entitlement can be used to help you reach your business objectives, visit us at 6connex.com, or email us at marketing@6connex.com.

Next up, we'll cover the Who Believes portion of the mantra and explore how measuring engagement can direct you to a clear path for follow up and continuing sales funnel acceleration.