Smart Sales Intelligence: Turning Insights into Action
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Transcript of Smart Sales Intelligence: Turning Insights into Action
Smart Sales Intelligence#SmartSales
Smart Sales Intelligence
JILL KONRATH, authorAgile Selling, SNAP Selling & Selling to Big Companies
@jillkonrath
JOE LUCASDirector of Demand Gen & Marketing Ops, InsideView
@joelucas
Marketing'sRevenue Shift
3 Typesof Lead Data
DemographicInformation
BehavioralInformation
SituationalInformation
3 Typesof Lead Data
Broaden your vision of your database to make your marketing relevant to your prospects and customers.
Understanding your prospects and customers along these three types of data provides better clarity to your business.
Proving a broader view
Demographics (Who am I?)• Based on past success and is driven by who sales wants to
talk to
Behavioral (What do I care about?)• Shows the level of interest based on implied behavior
Situational (Why do I care about it?)• Shows the motivation behind the behavior and uncovers the
desire of the prospect or customer
Who are you really selling to and Why?
How to Obtain Behavioral
Internal Digital Sources• Website Data• Email
Marketing• Marketing
Automation
External Digital Sources• Social Media• Webinars• Retargeting
Product Usage• Feature
Usage• Product
Engagement
Offline Data• Tradeshows• User Groups
Sales’ BestKept Secret
When’s the best time to pick up the phone?
Example 1
Sales’ BestKept Secret
What is the prospect interested in?
Example 2
How to Obtain Situational
Official Updates• News• Press
Releases
Financial Information• Earnings
Statements
Personnel Information• Hiring• Job
Changes
Benefitsof Situational AwarenessUnderstanding the motivation behind the behavior gives you a reference point to better understand your prospect
Buyer Personas are not sufficient
Title VP of Sales
Industry Software / High Tech
Company Size 100 to 250
Pain Points • Sales Training• Sales
Effectiveness• ROI• More accurate
forecasting
Title VP of Sales
Industry Software / High Tech
Company Size 100 to 250
Business Trigger Expanding Sales Team
Pain Points • Onboarding new reps
• Investing in sales enablement
• Scaling sales management
What are theirpain points?
What are theirobjectives?
What’s thecontext?
Trigger Examples
Acquisitions
Expansion
Product Launches
Corporate Challenges
UnifyingTriggers
Having sales and marketing listening for the same events and looking for the same type of prospect will allow for:
Getting on the same page
• More successful campaigns
• More accurate lead scoring
• Better alignment
• Higher revenue attainment
Lead Scoring& Prioritizing
Adding business triggers to your lead scoring system will make your score more accurate and ensure that sales is getting leads at the right time.
Know who to call and when
Trigger-BasedCampaigns
Creating trigger based campaigns will make your marketing message more relevant to prospects.
Engage potential customers with the message that will resonate the most based on the issues they’re actually trying to solve.
Cut through the noise
Teeing it upfor Sales
Combining all threedata types in one view
Open Table
Trigger:Acquisition LIKELY CHALLENGES
• HR issues
• Systems integration
• Marketing
• Sales
• Facilities
Message toSALES Pat,
Congrats on your recent acquisition of CoPilot. Very cool what it can do.
I’ve got some ideas on how to help your salespeople leverage it to drive incremental revenue.
We recently used this approach with another mobile app firm and delivered 29% more prospects in just 30 days.
Do you have 10 minutes on Friday morning for a brief overview? I’m open between 8:30-10.
Jill
Message toMARKETING
Kate,
With your recent acquisition of CoPilot, I suspect you’re intent on getting the word out to prospective clients ASAP.
We recently helped (insert similar business) launch a marketing campaign that generated 52% more leads than initially projected.
How about setting up a quick chat to see if it’s something that makes sense for your company.
Would Tuesday at 2:30 work?
Jeff
Message toHUMAN RESOURCES
Terry,
While acquisitions are great, sometimes they create real headaches in HR.
Most recently we helped XZY company get their merged benefits program up-and-running quickly at the same time we reduced their overall spend.
If it sounds interesting, let’s get 15 minutes on the calendar to talk about what you’re doing.
Would Friday at 9 am work for you?
Sam
Wrapping
•Marketing needs to incorporate sales intelligence early on in the process
•Business triggers represent an amazing opportunity for collaboration between sales & marketing
•Leveraging business triggers will enable more impactful sales conversations
It All Up
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