Tracking user engagement with thought leadership
During the COVID-19 pandemic, Guy Spier, Managing Partner of Aquamarine, launched a podcast called the Education of a Value Investor. Inspired by his book title of the same name, Spier holds conversations with influential thought leaders, covering everything from investment strategies, mindfulness, machine learning and more. The podcast has become a cornerstone of how the firm builds awareness and grows its network.
While Spier and his team were producing valuable pieces of content, it was difficult to keep track of individual user engagement among listeners accessing the material on a third-party host.
An innovative way David is solving this challenge is by including podcast transcripts in DocSend within each episode’s description. ‘DocSend is quite convenient. We upload our podcast transcripts into unique DocSend links and each viewer enters in their email before reading,’ David shared. Brand-new listeners who engage with the transcripts often become active members of Aquamarine’s network. With DocSend, David can keep track of these potential users and their journeys over time, while also enriching the overall listener experience by allowing access to the podcast in an alternative format. ‘I can receive notifications if certain episodes are gaining traction and I can see who is interacting with our content,’ David shared. DocSend makes the process of gating content intuitive, allowing anyone at the firm to create gated content and track listener engagement over time, regardless of technical marketing background.
DocSend’s intuitive integration with Salesforce
DocSend’s integration with Salesforce simplifies how David tracks user engagement with content. As someone who spends a lot of time in Salesforce, David is pleased that all viewer interactions with investor research housed in DocSend are also reflected on the account-level information in Salesforce. ‘It saves me a ton of time not having to switch back and forth between two softwares. We can see in Salesforce how people are interacting with documents we are sending out.’ For David, Salesforce is his single source of truth. DocSend enriches the basic insight he gets from Salesforce, providing ‘more granular data on how contacts are engaging with our content,’ David adds.
Virtual data rooms enrich investor conferences
Guy Spier holds an annual conference with peers to share updates on their investment research. Attendees present their findings and these presentations are confidential, so they need to be housed in a secure virtual environment.
David relies on DocSend’s virtual data rooms to hold conference materials and presentations that are shared with attendees. ‘It’s much easier for us to use a DocSend data room to hold all the conference presentations, rather than sending out twenty unique links to each attendee,’ David shared. Only an approved list of individuals can access the presentations prior to the conference in one easy-to-access data room.
Through the combined power of Dropbox and DocSend, Aquamarine has a streamlined way to update, manage and share content, whether with an employee internally or an external individual. ‘Dropbox and DocSend allow us to be extremely organised, buttoned up and proactive with all of our content management,’ David shared.