Who Sees & Who Believes – Part 2

When virtual environment organizers take full advantage of the entitlement/user path options available in a virtual platform, they get far more than cost savings – they get actionable customer intelligence.

While the diagrams below may look like simple sequences, they are extremely powerful for marketers. This measurement of activity, followed by direct action, is really only possible in two ways: super-expensive websites or a cost-effective virtual platform.

____________________________________________________________

By utilizing the reporting generated by your custom user paths, you create a clear set of next steps for your sales, marketing or senior management teams. Steps that will enhance revenue, grow your user base or promote alliances – it all depends on what your goals are.

____________________________________________________________

Last week we looked at the Who Sees portion of our mantra: Who Sees & Who Believes. We learned that you can control who sees what content in your virtual environment through the creation of entitlement-based user paths.

Beyond controlling what is seen by whom, what’s important about this is that you can use the information you gather about who was engaged (Who Believes) to dictate your follow up activities.

Let’s get back to our example scenario in which we have three target personas: 1) executives, 2) ultimate decision makers, and 3) technical advisers.

Using engagement benchmarks provided by your virtual platform provider, you can decide the parameters that, when satisfied, constitute a high engagement visitor vs. a lower engagement visitor. Then, for each of the three personas above (again, these are only for example), you can drive follow up contact or programs that continue to move the needle for your organization.

In our example, target persona #1 is executives. In our simple example below, we’re showing only two options: high engagement and low engagement. For each, we see the subsequent activity triggered by the engagement measurement. 

For persona #2, ultimate decision makers, the follow-on activity is different, but both intuitive and easily implemented by almost any organization. Virtual platforms with proper pricing structures won’t charge you more for continuing to use them in this way.

Last, our persona #3, technical advisers. For these folks, the path is clear, too.

You get the idea: the combination of custom persona-based experiences, access to specific content, measurement of engagement, and the use of the virtual environment to continue the customer communication is powerful.

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