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

For More Information, please visit www.insideview.com