Audience Explorer aims to provide marketers with a customized application of buyer engagement data in real time. Its ‘Trending Topics’ and ‘Buyer Research Stream’ features are designed to deliver specific, real-time insights on content consumption and engagement. These enable marketers to better assemble buyer personas, improve personalization and accelerate the buyer’s journey, thus reducing the time between the first point of contact and final conversion.
Marketers start by indicating their target buyers’ job area and can then add additional filters like company size, job function and level, industry, and region. All of these details will then pinpoint their target audience in a more precise manner. The tool is then positioned to generate insights and interactive charts that showcase content consumption patterns. With targeting and segmentation being such crucial aspects of a marketer’s job, Audience Explorer will help automate this process to a certain degree.
“Audience Explorer was developed in direct response to our customers asking for deeper insights into what’s really happening across the B2B web in a transparent fashion,” said David Fortino, NetLine’s Senior Vice President of Audience and Product, in a statement. “Much of what is available to today’s B2B marketers tends to be a black box and subscription oriented. Being that we’re at the epicenter of content-first B2B research patterns and buyer engagement, we felt it was our responsibility to democratize access to these insights on a real-time basis.”