It’s a general rule of thumb that only about 1 percent of the Internet community are active content creators. 9 percent are sharers or contributors, and the rest – a full 90 percent – are viewers.

This is what’s known as the 1% rule, or the 1-9-90 rule. And for over a decade it has been accepted as a good guide for how consumers behave online.

In a perfect world, every piece of content you create would capture the attention of your audience, enticing them to read, share and even create complimentary content of their own. But as we know, this is not a perfect world – so you must learn how to capture not just those buyers sending active signals about what they engage with, but also those silent buyers who read but don’t necessarily directly engage in any way.

“Silent” engagement from the 90 percent can be anything from simply reading a piece of content to possibly filling out a form or sending an email. These are activities that are difficult to measure, because they are not public like a tweet or other social share.

In order to offer our customers insight into these silent content consumers, we have developed predictive analytics algorithms that use over 30 signals to predict who is engaging with what content. These signals include:

  • Network data
  • Interests
  • Time zones
  • Active times online
  • Time of day
  • Preferences

Leveraging these and other signals, we can predict who has engaged with a piece of relevant content in the past 24 hours, and provide you with their contact information so that you can reach out.

For example, let’s say your main competitor recently published an ebook. The VP of Sales at one of your top target accounts downloads and reads this ebook – but he doesn’t engage with it publicly in any way: no tweets, shares or comments. He is still influenced by the content, but he is not part of the 10 percent of the Internet population who actively shares content. Using our new predictive algorithms, we would uncover that he was potentially influenced by that ebook, and he would be marked as a Predictive Engagement lead with a confidence score for you to act on.

We are excited to bring this new feature to you, and provide you with even more relevant, timely leads. By uncovering silent leads, you will gain access to those 90 percent of Internet users who may not actively share, but who are decision-makers nonetheless.

We have recently launched two other new LeadSift features to help our customers uncover more leads: the ability to track key accounts, and identify key decision-makers. All of our new features can work together to help your lead generation efforts take off.