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Smart Sales Applications of Marketing Intelligence

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Smart Sales Applications of Marketing Intelligence
  • Leverage prospects’ social media profile information
    Use this information to get a picture in your head of who your prospects are. What are they tweeting about? What is their job history on LinkedIn? What are their skills and areas of expertise? For example, at HubSpot, we’d speak to a prospect differently if they were a seasoned marketing director well versed in inbound marketing than if they were working in their first marketing job out of college and only had experience in social media marketing. That kind of information can be gleaned with social media intelligence so your conversations are more pointed.
  • Get to know leads with landing page form data
    Marketing collects all that information when they’re generating leads for a reason — it gives them insight into leads that lets them segment, target communications, and route leads to the appropriate salesperson. Sounds pretty useful for a salesperson too, right?
  • Track social media mentions
    Track mentions for your brand name, product names, competitors, industry influencers, and industry terms. This is a scalable way to surface sales opportunities Sales and Marketing might otherwise miss if the person mentioning your tracked term either hasn’t been entered into your leads database yet, or hasn’t been rotated to a salesperson yet.
  • Use the best performing offers when prospecting and selling
    It’s not every business that can close a sale after just one conversion event; it’s more common that a prospect reconverts time and again as their relationship with your company grows and they move further along in the sales process. So when Sales is working with prospects, it makes sense for them to elevate the highest converting offers to move their leads along in the sales cycle more swiftly. Access to landing page conversion information can empower Sales with the information they need to refer the content and offers to their leads that will actually help them close deals.
  • Build an arsenal of your most powerful content
    People buy from people they trust, so it’s crucial that every salesperson establish themselves as a trusted resource when speaking with prospects. One way of doing it is referring prospects to helpful, educational content that helps solve the problems that come up during discussions. But how do you know you’re passing along the best content? Use the analytics Marketing uses to decide that!
  • Jump on leads right when they come in
    Quick lead follow-up is crucial for sales success. The Harvard Business Review found that companies that contact prospects in an hour or less are 7 times more likely to have a meaningful conversation with a decision maker than their less eager counterparts. Intelligence about when and how much time leads spend on your site helps Sales be the “eager” ones in the industry.
  • Prospect smarter, not harder
    Sales is often tasked with prospecting on their own to fill their pipeline, but what tools are given to help them do it effectively? Unfortunately, many salespeople are left Googling a stranger’s contact information and cold calling with the hope they connect with someone who actually wants what they’re selling.

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