Using audience insights to engage with customers 

One of the biggest challenges that media and event sales people continue to face is how to engage with their clients.

To answer this, let’s start by checking in with where our clients are likely to be right now: They’re still trying to work out what is their new normal. Things  are still very much up in the air and they’re still trying to work out what on Earth they should be doing next.

For marketers, what they do next should be determined by what is going to work for their customers and prospects. However, they have a problem. Often, they don’t have as close a relationship as they might like with their customers and prospects- that’s where you come in.

Sales people are perfectly placed to teach their clients about their customers and prospects. Here’s why: Your clients customers and prospects are your audience. They’re the people that visit your website, that come to your events, that engage with your content.

So here’s a tip.

Do some research and find out as much as you can about your audience. Where are they now? Where do they want to get to as we exit this crisis? What kinds of messages from your clients do they say they would respond to? What kinds messages would they see as negative?

Often, ‘research’ sounds like a lot of work. It suggests lengthy conversations with marketing departments and various stakeholders within the business. However, it doesn’t have to be like that. This kind of work can be turned around quickly. What’s more, right now, as long as audiences believe that your intentions are good and that you have a clear purpose, they appear to be leaning in a lot more with these kinds of communications. You are likely to get much better response rates now than you would have done before this crisis started.

So, do your research and then package it up into a market intelligence report. The result will be gold dust for your clients. It represents real value to them because it will help them navigate through this extraordinary situation. It will help them make good choices and it will give them the data to justify those choices internally. It may even free up budget that they desperately need to do their job.

By offering to share audience insight you are giving your clients a clear and compelling reason to engage with you. Hopefully, once started, those conversations will head in a direction that is going to work for you.

We continue to offer both FREE webinars bi-weekly and 1 hour weekly impact workshops (for a nominal fee of £25) to give salespeople practical tips to help them to sell in this current climate. Find out more on our COVID-19 Response page or contact us at

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