Because you can learn from them! One of the great benefits of todays on-line tools is that they provide detailed analytics. Analytics provide you great feedback and in a way create a conversation with your audience. Listening to your audience allows you to take action (if so desired). Here are the three key reasons I like to use analytics when I am distributing B2B sales materials;
- It tells you who is listening, what they are listening to, which of your assets is of most use, is it the BLOG post you wrote on the weekend, is it the video you re-tweeted, or the presentation you worked so hard on during the week?
- Allows you to modify content on the fly, and in response to user behavior, for example you can remove the slides from your presentation that people appear to skip over, or move popular slides to the front of the presentation
- Enables you to take action (Call-To-Action), if a BLOG post is of great interest to a particular company you can see how it is forwarded within that company telling you that perhaps you should spend some more time with them.
Dan Adams and I recently created a short and to the point use-case that shows the great power and use of analytics within B2B sales.