Today’s highly digital world creates opportunities to drill down into data like never before. With companies out there ready to analyze just about every sort of interaction your business encounters, how do you put this insight to work? Here are some ways to put technology, skill specialization, and automation to work for your business:
- Drive market analysis and segmentation with data. Who are your target customers and prospects? Create a specific profile based in the information gathered from the sales pipeline both online (via website visitor-level tracking and activity-based nurturing) and face-to-face interactions. What motivates this person? What are his or her pain points? The more you can address this profile, the better your message will reach them. Do you cater to multiple markets? Then create profiles for each customer – but be sure to anchor their characteristics and needs in analytics. Working from measurable data means that you can benchmark and measure your progress, tweaking as you progress to keep what’s working and alter what’s not.
- Bring leads through their buying stages with a sustained, data-focused nurturing campaign. Use social networks, subscription databases, and online monitoring and insights to map the relationship process, including defined benchmarks. From there, you can standardize the process for planning accounts of those deemed sales-ready targets via insights, monitoring, trigger event tracking, lead scoring, etc.
- Manage your opportunities by listening closely to the market landscape. Use “listening” via social media monitoring, alerts, and website visitor analytics to build an understanding of what’s being said about you as well as about your competition. Get surveillance on key accounts, important executives, and even pesky competitors – after all, knowledge is power. As you better understand your customer base, you can hypertarget specific collateral pieces and emails, including stage-sensitive content in links that will help validate leads. Tailor specific messages to specific customer profiles, and use A/B testing to see how different messages – or even different ways of saying the same thing – generate different results.
Remember, as useful as data is, it should never replace the interpersonal engagement of a sales executive. Rather, these data-driven techniques should be used to bolster, hone, and improve traditional sales. Combining information and intuition, you can create a smarter sales system that hopefully will bring the desired results.