As A B2B Seller, Are You Reading The Digital Room?

By Perry Rearick, Chief Editor, Follow Your Buyer

We’ve all sat through presentations, in-person and virtual, good and bad, interesting and boring. One key characteristic of good presenters is being able to read the room, and this can create valuable, engaging presentations.

Think back to the last time your organization did a presentation intended to develop business. You likely captured the names and contact information of attendees, noted those who stayed the entire time and those who left early, and paid particular attention to those who were more engaged and asked questions.

The presenter, maybe it was you, read the room, making eye contact with those who appeared more interested, paying more attention to those taking notes, and speaking with some of them afterwards.     

Now, consider all your marketing content as a presentation room with each piece of content representing an open seat and you’re at the podium. But there is no fixed time for your presentation, no limitations on available space, and attendees come and go as they please. How do you read that room to discern audience engagement?

If you have a robust content marketing program intended to attract and help prospects throughout all stages of their buyer’s journey, your content is your presentation room.

Someone accessing your content is like them walking into your presentation and here are some examples on how to read the digital room.

1. Someone simply accessing your content is like them walking into your presentation. They could have left immediately because they discovered they were in the wrong room, passively listened to your presentation, or they’re somewhere in between. A reasonable follow-up might be thanking them for reading or viewing your content, asking them if they had any questions, and offering them more content on the subject.
2. What if someone accesses your content, reads two more pieces of content you authored, and shares it with some of their colleagues? This is that person who listens intently to your presentation and takes notes. They have a greater than average interest in what you have to say, and a reasonable follow-up would be to contact them, ask them if they found what they were seeking, and discover if you can help them more.
3. Someone accesses your content and requests that you contact them. This is the presentation attendee who stayed behind to speak with the presenter. They have a keen interest in what you have to say, and they want to speak with someone. A good follow-up is to call them to understand why they have such an interest, and again, discover more ways to help.    

None of these examples, which are some of the most common target audience engagements with marketing content, are ready to buy leads.

Yet, some B2B solution providers often employ a standard one-size-fits-all follow-up that is no more than a sales pitch befitting of a sleazy used car dealership-my apologies to the good, high-integrity used car dealers.

I encourage you to take some time to read the digital room!