The importance of data analytics for sales professionals
As a B2B sales professional, you can now make better sales presentations using presentation analytics to your maximum advantage.
After a meeting concludes, your sales team is often unaware of the performance of their presentation. They lack information about whether their prospects viewed their presentation or not, how much time they spent on each slide and if they shared it with others on their team.
This is where your sales team requires big data to make more informed decisions while creating presentations. They have to utilize many of the digital footprints that B2B buyers leave behind for creating relevant, meaningful, and empowering business presentations in the future.
Your ultimate aid to fathom your prospects’ perception of your presentation would be a presentation solution that comes with presentation analytics feature. Such a solution is capable of presenting data analytics for you to achieve your objective of presentation sales enablement. The best part: they are available on the cloud platform, making them easily accessible even on hand-held devices.
With this solution, you can now gauge:
- Which slide content is working and which is not.
- Usage of your slides by your prospects.
- Prospects’ profile from the uploading and downloading patterns of your presentations.
- Your most active buyer channels and what clicks with them.
- The overall performance of your sales team at meetings.
- Making the best use of presentation analytics
In today’s data-driven business world, where every decision and action can be kept under the microscope of data-collection tools, measuring the performance of presentations has become a piece of cake.
Here are a few tips for leveraging presentation analytics in a modern-day presentation scenario:
- Go 360-degree
You may have heard about 360-degree reviews already. It helps you to evaluate and communicate the performance of employees across various departments and teams. During such sessions, peers observe and give data of each other’s strengths and weaknesses, after which leaders hold necessary discussions with individuals.
You can take this approach to your presentations too. After your presentation ends, give out hard copies of a quick survey, which provides prospects’ feedback straight from their shoulder, or include a link to one on the last slide. You may even approach a few audience members personally for a conversation about your presentation (only if time permits).
If you are using online survey forms, then here are a few interesting facts to note:
- The five main elements of an online survey form are engagement, ease of filling, peace of mind, ability to fill the form, motivation to reap the outcome after filling the form.
- An online form with an average of 5 fields will result in higher conversion rates in 2019.
- Creating a sense of urgency can push a person to fill up a form.
- Conducting A/B tests (44% companies use them), analyzing form data, and checking the user experience all translate to higher form conversions.
- Empower your prospects with gated content
Gated content is an incredible asset that you can use to your maximum advantage in generating qualified leads. These forms of online content include various materials-- articles, videos, ebooks and white papers-- that require audiences to fill out a form before accessing them. 80% of B2B decision-makers prefer to get company information from a series of articles than an advertisement. Webinars, research reports, video replays, checklists and cheat sheets are a few other examples of gated content that can help you track you presentation engagement. This kind of content can:
- Forge better relationships with audiences.
- Show your most valuable audiences.
- Provide useful insights for content upgradation and better targeting.
All you need to do is paste a link that takes your prospects to an exclusive content offering at the end of your slideshow. Keep a tab on the number of people who fill out the form and download your content before the presentation. You may not be able to determine an accurate presentation ROI by this method, but it certainly provides a benchmark for assessing the same.
Here’s how you can use gated content in your presentations:
- The hub and spoke model: In this model,you’ll research, create and publish a main content piece (the hub), and then create many smaller pieces of content (the spokes) that relate back to that main content. The hub can inspire your audience to share their email address, while the spokes can direct traffic to the hub.
- Create a solid landing page: This is the best way to reduce bounce rates, and get your audience to exchange their personal information, which can help you build your email list. It should establish the “need” and have a clear call-to-action.
- Set up a Thank You page: Also known as Confirmation Pages, Thank You pages can help you seal the deal. They are an excellent tool to hook audiences who are interested in your offering and make them feel valued.
- Know what to measure
Last but certainly not the least, you need to know your presentation's key performance indicators (KPIs) clearly before even starting it. Setting performance metrics in advance gives a direction to your presentation as you will know exactly what standards to focus on. Thanks to today’s presentation solutions that tracking these KPIs has become a lot simpler and easier.
To get the best out of presentation analytics, you should always keep the following KPIs in mind:
- Total viewers and percent of content viewed
- Average time spent on each slide
- Granular viewer data such as IP address, location, the type of device used, and the source of the content (for example, directly clicking on the presentation’s URL or viewing it as an embedded file)
It’s time that B2B sales teams like yours know and use the feature of data analytics in presentation tools. Your team should analyze data to determine which slides are getting used most frequently and which ones being viewed the most by the prospects.
By investing in presentation solutions like Zoomifier, you can overcome the limitations of generic presentations and dull slideshows. Your audience engagement improves significantly as you can continuously fine-tune your slides’ content based on insights from key presentation analytics data.