So, what exactly is CogniClick?
Coming from a background in B2B sales, Helen recognises the importance of relevance and value exchange with audiences through personalisation. This takes center stage in CogniClick, a platform which “enables marketers to be really clever with their insight, thought leadership and create engaging content and campaigns and personalise for individuals.” CogniClicks aims are threefold:
- Create a platform that gives marketers multiple possibilities to create interactive campaigns, wow their audiences and generate leads for sales
- Arm sales with rich insights into leads.
- Empower and simplify the process for marketing and sales to create their own content for their target audience.
So, how does it work?
Formats for larger audiences
Helen outlines two formats that are designed for larger audiences and also facilitate personalisation: a live benchmark and an assessment format.
The first of CogniClick’s large audience formats is a live benchmark: a set of questions on a hot topic within an industry. Unlike traditional surveys, users who complete the benchmark have immediate access to real-life comparison with their peers across each question. “This facilitates huge engagement: we all like to see how our peers are responding to market activity and big industry issues,” Helen states. The proof is in the numbers with at least 65% of individuals completing the benchmark, requesting the more detailed personalised report.”
After completing the questionnaire, users are then emailed a unique URL with access to a fully personalised version of the report. Created on the CogniClick platform, this includes personalised copy, such as a tailored call to action (CTA) and personalised industry comparisons, such as how many of your peers agree with your answers. Requested by 65% of users and a read rate of 77%, the results speak for themselves.
Helen outlines the benefits of the assessment format and how this differs from the benchmark described above. Unlike a comparison this format gives users a ‘score’ or ‘result’. Clients answer questions based on what they’re experiencing in their businesses and are able to access a personalised report with their score and associated best practice advice. Unlike the benchmark, this is not a comparative result, but rather detailed information on the client’s own results. Use cases for this assessment format include a maturity assessment, healthcheck, calculator and checklist. And CogniClick’s clients have created all of these and more.
As Helen maintains, “a really important part of these larger industry campaigns is the data.” Both the assessment and live benchmark generate an enormous amount of data not only on the industry as a whole, but also individual leads: who users are and crucially what they’ve answered, what CTA they’ve clicked on, what parts of the report they’ve read, etc. Mining this insight is not only crucial to ABM, but acts as gold dust to sales.
Format for smaller audiences
So, how can you use CogniClick to create a personalised report, a piece of thought leadership that’s relevant to a specific individual for an ABM campaign rather than an industry level campaign? Helen gives us an example:
Using CogniClick’s ABM features, you can create a bespoke report including a client’s name, company name and industry. Conditional display incorporates tailored content based on what you know specifically about a client from a personalised CTA to a theme in line with interests – Helen gives the example of space exploration for Elon Musk.
On top of this, the deep insight feature demonstrates further knowledge, such as the core challenges clients face which can be demonstrated as stand-alone graphs or side-by-side comparison with other industries.
As Helen outlines, “the holy grail of ABM is having insight into your audience.” If you aren’t working with a database of pre-existing data on a client, you can include a questionnaire at the start of your report which will add that personalised information. This data can be added into a spreadsheet, uploaded into the CogniClick platform and automatically generated into a personalised report. Whoever said ABM had to be difficult?
Bringing sales into the mix
It doesn’t stop there. Although originally designed for marketing, CogniClick has expanded to be used by sales – especially when it comes to ABM.
Once marketing has created a master campaign, sales can go in and add an additional account. By filling in the variables chosen by marketing (sector, primary concern, as examples), the CogniClick platform will generate an automatic, personalised report, allowing sales to easily send that unique piece of content to their target account/ individual.
“Coming into marketing from sales, I understand how sales work,” Helen outlines; “sales only want content if it’s going to make a difference immediately and will add value to the account they’re trying to sell to,” she continues. By giving power to sales, CogniClick creates content that “isn’t going to be ignored,” getting sales excited as they know that the telephone call or meeting they’re trying to get can be facilitated with a ‘magical’ piece of content.
In a similar vein, CogniClick takes a flexible approach when it comes to CRM integration; although primarily focusing on large CRM systems (such as Salesforce and HubSpot), CogniClick offers integration into smaller systems through bespoke means.
How CogniClick helps clients get to grips with the platform
As Helen admits, taking on new bits of technology is easier said than done. To combat this, CogniClick sets up its clients with pre-formatted templates when they join, branding the platform in their own style. “This enables clients to get going quickly if they don’t know where to start,” Helen outlines, proving particularly popular for larger clients
Suitable for SMEs and larger organisations, CogniClick enables a flexible way to create content in an easy to use way for both sales, marketing and clients. In a post-pandemic world dominated by ever-increasing buyer expectations, what more could you want?
For more information on CogniClick, visit their website here.
