Buyer Intent Data Solves 3 Problems that Plague Complex B2B Sales

Ed Marsh | Mar 9, 2018

Is it really a sales training problem?

Prospecting, uncovering need, developing pain, closing, account management, and more...there are so many skills at which great sales people must be proficient.

Are sales rock stars born? Or made? Probably a bit of both - and the making (or training, coaching, accountability, etc.) are critical.

But what if you could solve for part of the equation in a way that removes variables from others? What would that mean in terms of focusing training and coaching? And rep effectiveness - perhaps even job enjoyment, engagement and results?

Or a lead generation & qualification problem?

Prospecting is the toughest task for many sales teams today. The reasons are well understood. Buyers who have no time, frantically juggle "priorities" and are often unreachable behind voice and email - are really hard to prospect among. That was the premise upon which inbound marketing (or content marketing/digital marketing) was built. And for many companies it creates more leads than traditional approaches - it's effective for sure, when planned strategically and executed rigorously.

buyer intent data solves 3 challenges for complex B2B sales teamsBut even once leads are generated, then multi-tasking buyers' minds and diffuse focus are real challenges for even the reps most skilled at uncovering and developing unrecognized need.

What if your reps focused on selling to contacts who fit your ideal buyer profile and who you knew were actively researching the types of products/services you sell, and/or solutions to the types of problems you solve?

How would your sales reps' allocation of time change? How would project creation improve? How many deals that stall in the pipeline might move more fluidly if you were starting with the right deals? And enough of them?

Generating enough sales ready leads, and disqualifying out/qualifying in the right ones are two of the biggest challenges facing B2B complex sales teams today - and Buyer Intent Data can solve both.

What's the third problem that Buyer Intent Data solves?

It starts to fight back against the status quo - that competitor that has lately been kicking the asses of even great sales teams. 

The status quo wins because in consensus buying so many individuals can say no, while everyone (or most) have to say yes. Who's actually on the team? What do they actually think? Do they want to change? Are they inclined toward another solution? A competitor? So many questions hang in the air - and often the project champion is unable to discern or relay all the answers. So B2B sales people fly blind....only to be ambushed by the status quo.

Yet buyer intent data can solve for much of the uncertainty. It's like radar or x-ray (choose the analogy of your choice!) for buying teams.

By revealing who's taking action on the internet, by the actual user's name, title and even contact details, your reps are able to assemble a more complete 3D picture of what's actually happening. These insights allow them to ask the right questions of the deal champion, provide the right sales enablement content to be shared with the entire buying team, and even targeting for ABM (account based marketing) and custom audiences through social media. 

Bonus benefit - sales & marketing collaboration

At companies which have invested in marketing automation tools, CRM and other systems to improve marketing and sales efficiency, buyer intent data suits various perspectives. Sales ready leads are the red meat for sales teams - while earlier stage awareness and consideration leads are perfect for marketing to begin to nurture.

Rather than an either / or solution which foments more friction between silos, a buyer intent data solution can be driven by either sales or marketing departments, and easily shared for mutual benefit - fostering collaboration.

Easy implementation - rapid return

And there's one more huge consideration. In a world awash with sexy SaaS software and digital approaches that sound simple but take enormous organizational change management programs to implement successfully, Sales Fracking™ Data is easily implemented. And it doesn't require any IT assistance!

With answers to nine questions, and a couple weeks to let our algorithm grind away and start to collect your data, you can easily extract more value from your existing teams, tools and processes within weeks.

And since you're as busy as your prospects...that's huge.

Want to learn more? Let's chat.