Why is Integrating Signals important? The COVID-19 pandemic shocked the sales industry, forcing practically everyone to adopt new methods of lead generation and, more crucially, complete transactions.
In fact, according to a recent McKinsey report, B2B organizations consider digital engagement to be two to three times more significant now than conventional marketing and sales interactions with their clients. Furthermore, nearly 90% of sales have shifted to video conferencing and web sales.
While some skepticism persists, more than half of businesses feel this is as successful as or more effective than sales methods employed before COVID-19.
Fortunately, the same study found that expenditure among these organizations has remained stable or grown, indicating that new technology and tools being implemented to cope with these difficult times have been effective.
We must change our perceptions of buying signals in this new normal as a result of this development, as most transactions and purchases are now completed through digital channels rather than conventional ways.
How to Integrate Signals into Your Sales Routine
Here are some of the ways to automate and integrate signals in your sales process to boost your revenues amid the new normal.
Create a list of qualified target accounts.
You’ll get information on what subjects distinct accounts are interested in as your team connects with a trigger signal source. You may then prioritize the accounts you want to target and how you want to go about it. You might, for example, have one campaign to attract accounts with high purchase intent and then another targeting accounts that are still in the early stages of their purchasing journey.
Alternatively, you may target a list of prospects using firmographic and technographic data based on parameters like the size of the company, annual income, number of people per department, and website tech.
This method has been proven to be practical and actionable. Your sellers may use the resources they currently have to qualify leads. If you know a company is using rival software, for example, you may contact out and explain why your product or service is superior.
Knowing this information allows you to tailor your campaigns to who your targets are, their businesses, and their day-to-day issues. As a result, your engagement rates will increase, and your sales and marketing initiatives will be more effective.
Prospects should be contacted proactively.
You’ll have a tough time convincing a perfect-fit prospect that you’re a superior alternative if your nearest competition contacts them first. You must therefore ensure that your team is always the first to contact high-value leads by paying close attention to compelling event signals.
You can design a lead scoring system focused on signals, and you may contact a prospect if they meet certain criteria.
Your team will be able to recognize when a prospect is beginning the purchase process. They may then reach out to people in a proactive rather than reactive manner. When prospective client receives your outreach via phone call or email, they will be grateful you contacted them since the time is ideal for them.
Take advantage of marketing automation.
Without the correct tools, it’s difficult to reduce your B2B sales cycle, and although personally tracking each lead’s behavior with your brand is not possible, we do have marketing automation and sales intelligence solutions on our side.
Marketing automation software, such as CRM or email marketing software, may help you figure out where your leads are coming from and what they’re signing up for, as well as if they’re qualified and ready to be pitched to.
All of this information may help you build a comprehensive picture of each lead so that by the time you call them, you’ll know all there is to know about their company and all they need to know about yours.
Make lead scoring a habit.
You award a specific score (positive or negative) to a specific action that a lead does when you perform lead scoring in your sales cycle. Leads may receive bad points if they aren’t the proper decision-makers, but they may receive good points if they join up for a newsletter, click hyperlinks in your emails, or attend a corporate webinar.
You’ll also have a chart or matrix that shows you when a lead’s score has risen to the point where they’re more likely to be receptive. This way, you’ll be making the most efficient use of everyone’s time because you won’t be making a pitch too soon.
Start a remarketing campaign.
Because it may be difficult to keep leads interested in your business, remarketing methods are essential. The objective of this technique is to attract leads to interact with your business more–whether it’s to check out fresh material or be reminded of things they’ve already looked into.
Leads may encounter your remarketing advertisement on a social media site or a banner ad on a separate site that reminds them of your service as an example. Your sales team should collaborate with your marketing team to create a successful remarketing plan that contributes to lead and demand generation.
Keep track of your progress and analyze your outcomes.
It’s critical, like with any marketing approach, to keep a careful eye on the results of your work. The aim is to reduce your B2B sales cycle, so once you’ve implemented these strategies, you’ll want to check if any of them worked.
You may make informed decisions using the best trigger signals your clients have, but the only way to know if your ideas were correct is to put them to the test. You’ll be able to see trends and build deeper connections between distinct client signals as time goes on.
The Bottomline
If you manage a B2B company, recognizing when you need to make a change might have a good impact on your financial statement.
Make sure your sales team understands who your company’s intended audience is, what their signals are, and how to respond to them to guarantee your organization never misses out on a potential lead. This approach will provide your sales team—and your company—a competitive advantage, allowing you to complete more transactions and do it faster, saving you time and money.