The Folloze Product Spotlight is a monthly update of new solutions, capabilities and product enhancements. Feel free to reach out to us with questions or feedback at product@folloze.com.
NEW FEATURES
6sense Partnership & Integration
What is it?
On April 8th, we announced a brand new technology partnership to combine 6sense's intent, predictive and account engagement data with Folloze's personalized buyer experience and sales orchestration capabilities.
This announcement includes a newly released integration that enables joint customers to recognize target accounts in real-time and deliver more contextualized buying journeys at scale based on data points like intent, buying stage, industry, use case and more.
Why is it important?
Today, over 80 percent of the B2B buyer experience occurs digitally, driven by a wave of digital-first buyers that demand to be treated as partners and not campaign targets. Successful marketing teams have stepped up to the plate to architect complete digital journeys to support the full customer lifecycle (and not just lead acquisition), but a new scale problem has emerged. How can marketers deliver the kinds of highly relevant, always-on digital touchpoints that support each buyer's unique journey but then do so across all segments, audiences and solutions?
This release represents a significant step in empowering frontline marketers to address this challenge by leveraging 6sense's unique dataset to deliver contextually relevant content within digital experiences that adapt to their target accounts in real time, no matter what stage the account is in or where that account is coming from.
What are the specifics?
The connector is extremely simply to configure and requires a single API key from 6sense. If you do not have this API key already, you can get it by contacting your 6sense representative.
Once the connector has been configured, 6sense data will be used to help understand Board visitors. This is particularly useful for top-of-funnel campaigns where Boards typically see large amounts of unknown traffic. With the 6sense connector active, 6sense helps Folloze de-anonymize these visitors at the account level to power real-time personalization of the Board experience.
In addition, you can leverage the connector for targeted outbound motions to known leads, marrying Folloze's unique approach to outbound email campaigns with 6sense's rich account datasets. In this case, Folloze connects the dots between a visitor's email address and what 6sense knows about that visitor's account, meaning that you can now personalize the destination your email campaigns drive to beyond simple merge tags and first names.
Interested in learning more? Join us for a webinar on April 27th, where our very own David Brutman, Chief Product Officer and Co-Founder, will be joined by 6sense's Amar Doshi, SVP of Product & UX, to discuss how to leverage this joint solution to build better buyer journeys powered by real-time personalization that is far more than merge fields and logos.
If you have any additional questions or need help getting up and running with the new integration, feel free to reach out to your Customer Success Manager for further information.
ENHANCEMENTS
Content Gating: Display Form to Unknown Visitors
One of the more unique benefits of using Folloze Boards to power the touchpoints of your buyer's journey is your ability to tie measured engagement to individual leads and contacts, even when forms aren't present to "capture" handraisers.
However, there are specific occasions where you may want to show a content gating form to all Board visitors, including known individuals, to understand who was willing to "convert" at that specific point in time.
To further enhance your ability to selectively gate content (keeping in mind that Boards can have both gated and ungated content at the same time), you can now configure a Board to force display gating forms to all visitors, as opposed to only unknown visitors. That way, you can measure conversions for specific assets, like whitepapers and analyst reports, if that is how your organization measures content "performance".
Keep in mind that even when this feature is not enabled, you can still measure which known visitors engage with specific pieces of content. Consider carefully what your reporting requirements are before choosing to force known Board visitors to complete forms so that you minimize overall impact to content engagement.
Pulse Table: "None" UTM Filter
We've made a small enhancement to the UTM filtering which is currently available in the Pulse Table. When selecting a UTM filter to analyze a Board's engagement data, you can now select 'None' to populate visitors that came to the Board without any associated UTM parameters.
'All Boards' Report: Board Status, Access & Security Method
For company admins only, we're updating the 'All Boards' report which you typically pull from within the Company Admin panel. We've added two new data points to the report:
- Board Status - Online vs. Offline
- Access & Security - Open to all vs. Password vs. 2FA vs. SSO
Board & Item ID Numbers
Did you know that all Boards and content assets have a unique ID assigned to them by the Folloze platform?
We've taken these unique IDs and made them visible throughout the platform to accomplish a few things:
- Make it easier to differentiate between similar-looking Boards / items
- Re-align the platform's UI to how admin reporting is currently done today (i.e. reports generated by Folloze typically provide these ID numbers, so it made sense to make ID numbers visible to all users)
- Enable users to provide more specific information when submitting support tickets
Board ID numbers are most easily viewable under a Board's title, visible when you are viewing the back-end of an individual Board:
Content ID numbers are most easily viewable when editing a specific piece of content:
Disable Downloads: Hide PDF Toolbar
This is a small improvement that only affects PDF content which has been shared on a Board via URL as opposed to file upload.
When content downloading is disabled for visitors of a Board, Folloze will also suppress the PDF viewing toolbar which is typically displayed by a visitor's browser. This toolbar contains its own download button, so to further enforce restrictions on downloading PDFs, Folloze will now hide this toolbar automatically.
Bot Detection: Terminus Page Verification
As part of our ongoing effort to be the best platform for you to measure and understand digital engagement coming only from real humans, we've made a small enhancement to how Folloze detects and suppresses bot traffic within analytics and reporting.
If you're a Terminus customer, you may be familiar with how Terminus has a feature to verify landing page URLs. Without getting into the messy details, this feature was unintentionally clogging up the analytics of any Boards that were being used within a Terminus campaign.
With some help from the Terminus team in development, this enhancement to our bot detection will now ignore any bot traffic that is attributed to the Terminus platform itself.
COMING SOON
Access & Security: Days to Expiry
In our March release, we improved how Boards can be protected by expanding Board-level Access & Security settings to include 2-factor authentication in addition to password protection.
To further optimize how these settings are used to protect a Board and its content from unauthorized visitors, especially for use cases involving sensitive materials (e.g., RFPs), we're working on an enhancement that will allow you to manually set how long someone can continue to visit a Board before they'll need to re-authenticate themselves (i.e. either re-enter the appropriate password or re-authenticate using 2FA).
Note to Readers:
If you're a current 6sense customer, I can't recommend enough that you connect 6sense and Folloze ASAP! The ability to leverage 6sense data and segments natively within Folloze - like you would when setting personalization rules for a Board - is incredibly easy to learn, and more importantly, opens up so many more options to how to deliver the most relevant content within your marketing programs.
As always, thanks for taking the time to get caught up. Looking forward to seeing you all again at next month's spotlight!
- Ryan 'Yooster' Yoo