Intuitive front-end search and usage data are powerful tools in the sales armoury for market intelligence publishers. These capabilities enable account managers to adopt a customer success rather than a sales-led approach to growing accounts and renewing subscriptions.
Every touchpoint with subscribers is a chance to nurture relationships. Yet, many account managers miss these opportunities because they don’t have the tools that deliver the insights identifying the value for subscribers.
Content search and usage data enable you to better understand the value each subscriber attributes to your products. Importantly, you can use this information to help subscribers unlock more value, resulting in deeper and longer-lasting relationships.
Answer subscriber queries without contacting an analyst
A content query is one scenario where you could use front-end search to grow an account.
Subscribers frequently ask account managers to help them find specific reports or information. But they’re not analysts, so they must refer these queries to someone who is. This incurs a business cost, and subscribers may need to wait hours or days, particularly if an analyst is in a different time zone.
With access to high-powered content search embedded in the Content Catalyst platform, you can answer more of these queries yourself. You can also use the opportunity to show subscribers related content that may be of interest but not apparent by the report titles.
With Content Catalyst, you can search the knowledge base quickly and easily to demonstrate the broad range of topics, which might not have been apparent from the report titles. This gives clients a direct insight into what they can buy.Edwin Bailed COO Content Catalyst
Use data to initiate value-led conversations with subscribers
While front-end search enables you to help subscribers find the right product, usage data delivers insight into how they access and use the content.
For example, perhaps you notice that a subscriber only accesses your products, or conducts certain searches, at the end of the month. Maybe they are using it to inform end-of-month reports or beginning of the month plans?
Using this information, you can now open a conversation with them to discover more about how they use your products. You’ve also created the opportunity to up-sell or cross-sell services that they’d find useful during the other three weeks.
Identify up-sell and cross-sell opportunities
You’re more likely to uncover new opportunities to grow revenue when you have in-depth knowledge about subscribers. Science and Medicine Group (S&MG) agree that usage data generated by the Content Catalyst platform enables their account management team to transform customer engagements into further revenue.
“The strong usage reporting abilities of Content Catalyst are probably one of the most useful elements harnessed by the sales team to both cross and up-sell customers to additional products in our research portfolio.” Devin Holland, Former Director of Business Development, Science and Medicine Group
Using analytics, the S&MG team can monitor and identify the number of reports accessed to see which content areas are of most interest and who is requesting access. They’ve found that the more insight they have, the easier conversations are with clients.
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Turn renewals into routine admin tasks
Ultimately, front-end search and usage data give account managers the power to nurture long-term relationships based on customer success.
When subscribers have confidence that your service meets their needs and provides tangible business benefits, renewal becomes a routine admin task rather than an annual renewal call or account check-in.