Your asset management solution is in place. Your marketers are creating and curating content to correspond with every customer segment at every stage of the sales cycle. Your marketing creative team has never felt so dialed in and your sales team has never felt so supported.
You’re clicking on all cylinders, producing the right content for every interval and opportunity.
Ideally, that’s true, but prospects and customers differ, buying processes differ, and depending on how a document is classified, each piece of content doesn’t begin life with an equal opportunity to succeed. To maximize the effectiveness of your digital asset management system, you need to track your sales assets, learn what is being used, what isn’t being used, and why. To start basic asset tracking, we recommend this approach.
- Track the number of times each asset is accessed. Record each time the asset is downloaded by your salespeople or channel partners. As a separate metric, track the downloads and shares by the end users at customer and prospect companies.
- Track sharing through social media. Some of your assets have the potential to go viral, including white papers, infographics, and reports. If you have the capability to track postings on social media, including Facebook, LinkedIn, and industry user groups, record the number of times your documents are downloaded or accessed. Knowing what is shared voluntarily between customers and prospects will enable you to produce more of your most effective types of content.
- Measure the value of each asset by tracking ratings and comments. Though it adds an administrative commitment to your sales representatives’ already busy schedule, the feedback will prove empowering to your salespeople. Even if this approach yields no more visibility into the success of your content than 1-5 star ratings, the fact that other salespeople are contributing to this measure is especially important. If possible, try to track more qualitative feedback, like buyers’ responses to a document. This method can be improved with automated reminders to your representatives that include a link to the content in your asset management system.
- Track asset activities linked to sales intervals and opportunities. In order to do this, your sales asset classification must be integrated with your sales force automation platform. From tracking download activity associated with opportunities, you’ll get raw numbers, but you’ll also see a correlation over time of content to closings. That provides the best possible measure of the effectiveness of your sales assets.
If you would like to learn more about how to produce more effective sales assets and track their effectiveness, call a Bridge Metrics executive at 877.801.7158.