While the information obtained from data-driven marketing efforts is crucial to marketers, other departments will benefit from data-driven marketing. Anne Daily, Enfusen’s relationship manager, tells us 3 ways data-driven marketing is going to help the sales process.
Highlights
0:09 Data-driven marketing and forecasting 0:50 Data-driven marketing and sales reps 1:18 Data-driven marketing and tracking funnel engagement
Transcription
Hi, I’m Anne. I’m the relationship manager at Enfusen, and I want to talk with you guys today about the three ways data-driven marketing helps sales.
1. Establishing Forecasting
The first way I want to talk about is establishing forecasting. This is very important when you’re talking about contract value and doing predictable revenue over the base of a year or a quarter, depending on how you do it. It helps with your sales life cycles so that you know how far out in advance you need to make that point of contact with somebody in order to convert them into a customer. Know Specifically Where to Target to Keep Moving People Along In Your Sales Funnel. – Tweet Here And then also, the leads between stages. So, managing your funnels so that you know specifically where to target to keep moving people along in your sales funnel. One of the statistics here is about 80% of your sales are made between the fifth and thirteen touch point, so if you weren’t tracking this between leads and what’s going on with them, then you would probably miss out on some of the sales opportunities that you have. This is also very important for our second point which is managing your sales reps.
2. Managing Sales Reps
This can be very important when you’re trying to manage multiple sales representatives, how many calls they’re making, who they’re talking to, if they’re getting messages, if they’re not getting through, how many meetings they might be having. So you can see the success and failure of a rep based on their numbers, and when they can improve them and what area maybe they need improvement – whether it’s from calling or their face to face meetings.
3. Tracking Funnel Engagement
The third thing I want to talk about is tracking your funnel engagement. So this is very important when you have a website, for example. Say John gets on my website and he checks out a blog and then he also checks out another blog, and then he also checks out another blog, and maybe that’s on “security data”, and then he checks out another blog on “email security”. I get a notification as a sales representative that says, “Oh, John was on your website and he checked out your contact page and the two blog posts that I had listed.” What does that mean? I need to then pick up the phone and call Bob and talk to him about how he might be having trouble with his email security and how he might need some help. If I didn’t have this data and all that tracked here, I wouldn’t be able to see what I am able to do to help him from that perspective and I would lose that engagement without data driven marketing. Thank you, you have a great day.
