Know who to speak to next. Build relationships
know if customers are looking elsewhere.
Proactively target companies with
programmatic display or LinkedIn.
Buyers now spend the majority of a sales process outside your view. Gartner surveyed 750 B2B
companies involved in complex purchases and found that only 17% of their total buying time was
interacting directly with supplier sales teams. Worse, this was all suppliers, so each individual supplier
had much less time.
Companies are spending their time elsewhere: independent learning online (27%), independent learning
offline (18%), and building consensus internally (22%).
They are also less likely to convert early on your website. Understanding signals both on and off your
website is now a critical piece of sales and marketing go to market efforts. Alongside, ensuring presence
on review and trade publications.
To combat this change, sales and marketing teams are having to adjust. Account Based Marketing strategies scaled to allow for
customer centric sales and marketing approaches which resulted in more personalised relevent nurturing,
contracts closing faster and higher average contract values.
The rise of account based marketing saw sales and marketing teams come together from identification right
through to renewal. This in turn has led to a change in the structure of sales and marketing. The revenue or
go to market team now consists of marketers and sales development working together to build near term
nurturing programmes which are co-ordinated more closely to a buyer's needs.
Brent Adamson, Gartner discusses the challenges of this and expands with a case study here.
Sales Intelligence provides enterprise sales teams with the tools to identify who to speak to next and
Sales Intelligence aids the sales team in building relationships ready for when an opportunity arises as
well as who is in market today. It will also nudge when a prospect who went cold, is active again.
The major benefits of sales intelligence is to improve call connection, reduce email/social media
response times and reduce the total time spent researching.
Augmented Reality SaaS platform
With buyers less likely to engage until they are ready, the number of calls and emails required to make
contact increases. Research from Woodpecker shows that today, sales generation activities require 4-7 emails
to increase average response by 3x (from 9% to 27%), while Velocify research shows you need 6 call attempts
to reach 95% of converted leads.
Buyers also have higher expectations. Generic emails or conversations no longer work. Research from
suggests 90% of buyers expect the seller to understand their industry or market, prove a return on their
investments and tell an authentic story. Sellers therefore need:
To get started with sales intelligence data you need two key things: