Introducing Audience Insights

Today, we’re excited to announce the launch of Audience Insights, a revolutionary advancement to how you can track and analyze the impact of webinars. 

Modern marketers need more than the ‘typical’ set of analytics most webinar tools provide. To truly unlock the value of webinars, you need to understand exactly what your audience does before, during, and after your webinar program.

That’s exactly what Audience Insights does. 

Here’s What’s New with Audience Insights

1. See what your audience does before, during, and after your webinars.

To set up Audience Insights, you simply add the analytics script to your site’s header or directly in your Google Tag Manager. From that point on, Audience Insights tracks all activity across your marketing site. Once someone registers for a Sequel webinar, Audience Insights can then reveal the entirety of their interactions with your site, even if it happened before they attended your webinars.

This lets you see the entirety of their customer journey, not just a ‘moment in time’ snapshot of what they did during your event, revealing the role all of your content plays in the journey every individual customer goes on.

You can use these insights to understand what content drives conversions and which prospects are ripe for sales outreach.

2. Analyze performance across all your content 

Since Audience Insights is looking across your entire marketing site and not just your webinar program, it gives you a clear picture of exactly which content is driving impact. You can see which pages get the most traffic, which content drives sessions and engagement, and pinpoint exactly what moments during your webinars and live events drive the highest engagement. 

Ultimately, webinars are one part of your overall content strategy — so being able to see how they interplay with the rest of your site’s content can help you make more strategic decisions around what content to produce or surface to drive the most results.

3. Get insights at the account or company level 

Audience Insights isn’t just a way to track the journey of an individual visitor to your site — it also aggregates activity at the company level, giving you visibility into how buying committees are engaging with your content. 

You can see which people at a given account are engaging with your content, what pages they’re visiting, and aggregate their questions, poll responses, and CTA clicks to surface which accounts are likely to buy, expand, or upgrade. 

4. Create custom scores that sync to your CRM 

With more data available to you than ever before, Audience Insights also makes it easy to act on that data via custom scoring.

You can assign values to activities, allowing you to weigh a pricing page view higher than a blog post click, for example. With Sequel’s rock-solid CRM integrations, you can then pass your custom scores into your CRM, allowing you to surface real-time, high-intent signals to your sales team.

Gone are the days of hanging over ebook leads or webinar registrations to sales. With Audience Insights, you can surface highly engaged leads to your sales team at the perfect moment, helping you drive more value from all of your marketing activities. 

If you need better analytics across your entire content ecosystem, Audience Insights is a perfect solution. To learn more or see it in action, you can contact the Sequel team, and we’ll show you the firepower Audience Insights can bring to your tech stack!