Big Data, a true competitive asset, is revolutionizing sales prospecting. It is a fact that our society is more and more connected every day and B2B companies have clearly understood the importance of capitalizing on this trend (29,000 gigabytes of data are published in the world every second).
Here is a look at sales prospecting in the era of Big Data.
What is Big Data ?
Big Data can be defined as the processing and analysis of massive data gathered from the web ecosystem and from digital practices. It is generally accepted that this definition is no longer limited to only “rough data” but also includes new elements such as the analysis of clients’ feelings or behaviors. In that sense, Big Data is revolutionizing sales prospecting.
From scientific research to teaching, Big Data is now everywhere. A true gold mine for companies, it represents a large area of development and value creation, thus allowing companies to generate new business opportunities.
Big Data is revolutionizing sales prospecting
Big Data maps internal and external data
Companies can now learn even the smallest details about web or social network events. By supplementing the internal data present in their CRMs with external data from the web and social networks, marketing and sales teams can now construct a full panel (Data Management Platform), automatically enriched in real time with information about their prospects (Sales Intelligence).
Big Data integrated with the sales prospecting pipeline
By adopting sales intelligence and “social selling” practices, marketing teams can get to know their prospects better. As a result, they can target and segment more effectively while also offering their ICP leads high quality brand-new content.
At the same time, sales teams can supplement their client files in real time to better determine their prospects’ needs and expectations. For example, as soon as a lead is identified, he is automatically transferred to a Sales Development Representative (SDR) who will have all the information,supplemented upstream, required for qualifying that lead.
If the result of the first phone qualification is conclusive, an Account Executive (AE) follows up on the conversation on the basis of internal and external information contained in the client file. This allows him to analyze the issues and anticipate the negotiation phase ahead of time.
By accessing this set of collected, sorted, and automatically entered data, the marketing and sales teams are able to convert more leads with an inbound strategy which ideally complements a Lead Relationship Management strategy.
Big Data and organizing sales and marketing teams
Big Data revolutionizes sales prospecting by proving to be a powerful organizing tool. Deploying a 360-degree client database structure, centralized and shared by marketing and sales departments, enables your organization to optimize those departments’ activities and drastically increase their productivity.
However, Big Data is a recent approach and integrating it with a company’s strategy may sometimes be difficult to accomplish. In light of that, sales and marketing directors are capitalizing on new profiles (data miner, data scientist…) including a double dimension of statistic analysis and sales strategy.
If you want to know more about measuring the performance of your sales prospecting, try using the matrix created for this purpose. You will be able to calculate your sales prospecting performance and organize your sales representatives’ activities.
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