When it comes to the EverString go-to-market formula, FIRE, Engagement is what marketers and consumers are most familiar with. It’s anything that prospective customers do to interact with your owned channels.
That is, they visited your website, downloaded your white paper, stopped by your trade show booth, clicked on one of your ads, and so on. It’s when they have first-party engagement with your brand, and have interacted directly with you in a way that’s measurable, and will score some points on your lead scoring system. (You do have a lead scoring system, don’t you?)
However, Engagement is declining in the early stages of a prospect’s research because they’re more aware of the sales tactics some companies will use if the prospect engages directly on their site.
Customers won’t download a white paper for fear they’ll be called or emailed within a few hours. Or they’ll provide a fake phone number and email address to avoid those sales tactics. But they’ll do all kinds of research on other sites and through other channels just to stay off a company’s radar.
That’s where FIRE comes in. We measure Fit to make sure the prospect needs what your company offers; Intent to show the kinds of research the prospect is doing; Recency to show when they started their search; and now Engagement to show you what and how they’re interacting with your sales channels — your website, webinars, social media, videos, podcasts, and so on.
Engagement Has Been Around for Decades
Engagement is typically the data that modern marketers have been measuring for decades. We’re just able to add on to that data for a clearer picture of their prospects by providing the added data of Fit, Intent, and Recency. We can show what the prospects have been researching, what they’re looking for, and in some cases, who has been doing the research.
In a lot of ways, Engagement is more valuable than Intent, because if a company is a high Fit and engaging directly on your website, then Intent doesn’t matter so much anymore, because they’ve engaged with you directly; they know your company and most likely want to see your product and to begin the sales cycle.
However, Intent can be an important additive signal, because if someone is a good Fit and they’ve engaged with your website, but they haven’t necessarily done anything, that often suggests they’re getting ready to buy. Or maybe they just came by your website and read a blog post, or just stopped by your homepage and then bounced off. So understanding their Intent, combined with their Engagement, can be very helpful to your sales process.
But, if they have Intent for your product or service, but only engaged with you a little bit, that may give you a nudge to start looking at why they didn’t engage further. Maybe they came by your website and couldn’t find the content they needed, or couldn’t find a way to request a demo, or something else turned them away. But if you can find that Engagement and Intent data quickly, it provides your sales team the chance to engage directly with the prospect before they’re gone.
FIRE marries all the important aspects of the prospect’s process together so your sales team knows how to proceed and understands what each prospect is looking for, and how to sell directly to their particular requirements and pain points.
You may have Fit, Intent, and Recency, but the picture isn’t complete until you have Engagement. Otherwise, it’s just FIR, and it won’t get you very far.
To get started on building your a FIRE methodology for your own company, check out the How To Power Your Go-To-Market Strategy with FIRE eBook.