Batavia Research’s digital firmographic data provides unique insight into the inner workings of a company’s online marketing activity, strategic messaging, audience engagement and much more.  We refer to these insights as “social business intelligence.”  While there are many applications for social business intelligence, one of the most compelling is in support of sales and new business development.  This is especially true for marketing agencies and marketing solution providers. Social business intelligence can help drive new business at both ends of the sales funnel through improved prospecting (at the top) and lead conversion (at the bottom).  Let’s take a look at both of these further.

Prospecting

How can organizations stuff the top of the funnel with less effort and in a shorter period of time?  Digital firmographics can arm sales teams and help prioritize opportunities, improve relevancy, and reduce discovery costs.  Imagine having a complete profile of any company’s online marketing activity letting you meet the prospect at their point of need and activate a conversation. One specific area of application would be in the marketing services and marketing automation/technology industries.  Digital firmographics can help characterize the marketing tools and technologies a company uses, the platform(s) supporting a website, and even a company’s overall social media marketing activity and strategy. The prospecting refinements that Batavia Research’s data supports can be grouped into three main categories.
  1. Marketing Performance data can help sales teams identify prospects based on social media marketing performance. Often times, finding the ideal prospect for a marketing service requires identifying the “under performers.”   Batavia Research’s performance indicators are relative and gauge performance as it relates to a company’s competitors’ performance or the industry as a whole. Performance can also be viewed over time.  The key variables include:
  • Batavia research’s premier performance indicator, the Content Marketing Index (CMI), considers 42 variables in addition to the variables below. The CMI is benchmarked against industry averages which are updated on a quarterly basis.
  • Engagement ratio (reaction count/posts)
  • Total channel engagements
  • Total channel comments
  • Reaction variance (non-text engagements plus comments)
  • Channel engagement variance
  • Response latency (how long it takes a company or brand to reply to social correspondence)
  • Number of dormant channels (channels without new posts in last 90 days)
  1. Marketing Sophistication can be inferred by a number of attributes that Batavia Research Collects. For many prospects, their level of marketing sophistication may be a key predictor in their adoption of a new product or technology.  The following Indicators are proxies for the level of strategic planning, needed resources (employees), and execution of an editorial calendar.
  • Post count (total posts within reporting period)
  • Post frequency
  • Post consistency variance (across channels)
  • Media variation (ratio – different media variation ratio across all channels)
  • Number of authors
  • Posts/Channel
  • Number of channels
  • Distribution variance (channel variation)
  1. Tool and Technology Use can be reflected by the detection of different marketing automation technologies or analytics tools.
  • Website platform (Squarespace, Joomla, SharePoint, etc. …)
  • Blog platform (WordPress, Drupal, custom, etc. …)
  • Publishing tools (marketing automation tool e.g. Hubspot, Marketo, Hootsuite, etc. …)
  • Embedded analytics tool (e.g. Google analytics, Omniture, etc…) 

Closing the Sale 

It’s important to “stuff” the funnel but it’s equally important to accelerate the sales cycles and win the pitch.  Often times, this final step is competitive and pits agencies and solution providers against each other.  Demonstrating to a prospect unmatched expertise and knowledge about their specific competitive landscape, KPIs, and current marketing performance is critical to winning a competitive pitch. Batavia Research’s social business intelligence and reporting tools give sales teams a significant competitive advantage for closing business.  These reporting tools include templates designed to illuminate current performance, the competitive landscape and SWAT marketing considerations.  Moreover, these sales enablement reports create a set of baseline metrics that can help track performance going forward. One of the themes emphasized in Batavia Research’s sales enablement reports is competitive analysis.  Competitive insight has been shown to be one of the most effective ways to a close business for marketing solutions and services.  Understanding what the prospect’s competition uses for their digital channels, the content that “moves the needle”, the ideal digital media mix (blogs, presentations, videos) and the most engaged demographic, are invaluable data points.  Moreover, the signals and proxies produced over time can provide powerful historic insights and trends.  Some these competitive insights include…
  • Competitor content (posts, videos, pictures…) that attracts the most engagement
  • Trending topics in your industry
  • Identifying customers that are talking to and engaging with a competitor
  • Identifying the most effective online media mix
Please visit the Resources section of our website to learn more about our sales enablement reports and template.

About Batavia Research

Batavia Research (www.bataviaresearch.com) collects digital firmographic data that enables a range of solutions for business information providers, the financial services industry and sales & marketing.  This is achieved via BR’s proprietary technology that discovers, gathers and characterizes a company’s digital presence and marketing activities. Underpinning BR is a highly automated, scalable platform that evaluates the digital presence and marketing activities of companies and brands. A language agnostic approach provides global reach and insights. Data is updated weekly and transformed into numerous metrics, historic dimensions, and various proxies and indices. Partners of BR have access to their data via import/export or API data streaming capabilities. Connect with Batavia Research on LinkedIn and Twitter.

By David van der Roest