With the proliferation of marketing automation content marketing and lead generation may have become 'easier' but it has led to 2 problems: 1 - content is consumed more rapidly, and keeping up with demands for fresh and engaging content is a daily struggle and 2 - it is becoming too easy for the important individual details of each interaction to be lost - as we are more and more using frameworks and scoring algorithms to categorize and follow up on the high volume of leads coming in, which can whitewash over the intricacies that help with a consultative sales approach.
Docalytics changes this by capturing the story behind the interaction, giving deeper insight every time your content is read, and building a compound picture of the prospect and their journey. They also have a view that focuses on the content as the epicenter of the interaction, not the lead. This may seem a small detail - but when you can pinpoint exactly which piece of your content is having a positive impact, and exactly how you can increase this effect - the Docalytics platform creates a cycle of continuous improvement based on concrete performance-based evidence; in an area that has all too often been dependent on gut feel and anecdotal evidence to direct marketing content budget, this is a game changer.
There can be a bit of confusion around the different views for the analytics - a problem with having a so much good data - and so presenting results is not as intuitive as it could be. Integration with SFDC and Marketo have closed the other gaps for us...
We solved 2 problems we had identified - We were having trouble identifying the hottest prospects and aligning resources most efficiently for followup, this is now moot. In addition we were ramping the rate of our content production, but without any metrics, measurements or real insight into effectiveness - now we have actionable intelligence on our content and are producing higher quality pieces, with better interactions and seeing huge ROI.