April 18, 2018
This is the eighth in a series that captures leading marketing executive ideas on how marketing automation can be a game changer in customer engagement and campaign effectiveness through a series of real-world use cases.
The sales cycle thrives on information. The more insight that a sales person has on a prospect – and the higher the quality of that data – the greater the likelihood of a successful outcome. One of the ways that marketing automation solutions can help is that they provide a mechanism for giving a sales team comprehensive historical data on the content a lead has consumed and when they consumed it.
When marketing forwards a lead to sales, that lead is assigned to a sales person. With the information collected via marketing automation, a sales person can better prioritize their day because they can see the pace at which the scoring for a particular lead has changed. If a lead has been consuming a lot of content in short timeframe, the sales person knows that the lead is probably ready for a conversation or has reached a new phase of the sales cycle. The sales person can also get a view of which content the lead has consumed and which campaigns they’ve seen. If the lead has attended an event or logged onto a webinar, that information is also available. This level of knowledge helps fast-track a conversation, a more relevant and thoughtful conversation. The sales person doesn’t waste time covering ground that doesn’t need to be covered which makes the interaction so much more valuable.
Think about the equivalent experience from your perspective as a retail consumer. If you go to a department store and start flipping through the sweaters on clearance, you probably wouldn’t respond positively to a clerk interrupting you to talk about a sale on boots. You would think that the clerk wasn’t really paying attention to your actions and interests. Instead, if the clerk made a more relevant offer – say, pointed you to another rack of items on sale that matched the style of what you were looking at– you would probably be more open and responsive to their suggestion. Marketing has an obligation to help sales understand the lead’s “digital body language” and provide them with the information to tailor each interaction.
Rich information on a lead’s activity and content consumption allows marketing and sales to synchronize their workflow with the buyer’s behavior. It helps reduce the number of wasted calls and irrelevant conversations that can ultimately be a roadblock in the path to purchase.
Watch for the final blog in the series that will round out the discussion with personalization and how it will give a strong competitive advantage by creating a strong relationship with your customer and becoming a trusted advisor that listens and reacts based on their preferences.