How can a B2B marketer gain a deeper understanding of prospects beyond what they do on their site?
Google Analytics will not do the trick. In a world with more than 8000 Martech companies, there isn’t any other tool to help B2B marketers understand and inform about this subject. We call it Audience Explorer.
What is Audience Explorer?
Audience Explorer allows marketers to gain tangible insight into their ideal audience segments based on what content they register for and consume through the NetLine platform. Real people who have engaged with similar content can give you incredible first-party insights into your buyer audiences. You can do this with Facebook and LinkedIn.
The interactive interface allows B2B professionals to better understand their target buyers through various data points, tables, and charts.
We’ll be sharing a monthly snapshot of some popular users of this tool. We’ve chosen to concentrate on the Software Developers’ audience, one of the most engaged across the NetLine platform.
Audience Explorer’s interactive features allow you to filter unfiltered in one click.
Deep-Dive Exercise: Exploring the nuance of the Software Developer Audience
To uncover the interests of the professionals in the software field, we’ll first choose IT/Computers/Electronics from the buyer selection dropdown menu. We will use the Job Function category to get a better idea of their consumption. Next, we will select 3 Software Job Functions.
We have increased our content recommendations to the U.S. by selecting it as our Region. This brings the total number of content recommendations to 545,293 in the last 180 days.
It’s now time to get to what matters. Let’s look at some of the most critical insights in this report.
But before we do…
The Niche
They see millions of engagement points within the first audience (5.440.961! This provided you with a sense of security. Marketers often think of large audiences.
Instead, it would help if you were searching for an engaged audience that will give your message a chance. Ann Handley, MarketingProfs Chief Content Officer, often shares the following words: “You cannot be too big in your niches.”
Audience Explorer is great for building niches. This allows you to find out what your customers are most interested in. Let’s get started with this analysis.
The Top Trending Topics: What Can We Learn From These Top Trending Topics?
Data Center has been the most sought-after topic in the last 180 days. This theme can be applied to many subject areas within the software industry, but we suspect that Data Center is the primary catalyst for the demand.
Jayaram Kalpathy (our CTO) confirmed the hypothesis on the NetLine side. He believes that WFH is driving an infrastructure shift, starting with collaboration software such as Zoom and (MS Teams).
Kalpathy stated, “Speaking from personal experience,” that WFH is pushing [NetLine] for Infrastructure Management changes to more Cloud-based Platforms. Cloud-based phone systems such as RingCentral and 8×8 replace on-prem infrastructure. Cloud-based data warehouses such as Amazon AWS Redshift or Google Cloud BigQuery. Cloud-based documents/storage/tools such as Office365.