The wealth of data and information in the digital age has allowed companies and businesses to piece together a clear image of a prospective client by combining data from different Signal intelligence sources.
Filters based on keywords and job titles are particularly effective for locating ideal prospects on professional sites such as LinkedIn, among others. You can explore ways to communicate with your intended audience directly or through a LinkedIn relationship once you’ve defined your target audience. LinkedIn Groups are also an excellent location to strike up a casual discussion with a prospect.
On the other hand, company websites and pages, newswires, and social media pages for your accounts all provide parts to the consumer puzzle. You can go back several months to see if there are any modest purchasing indications flowing through their public messages.
There are other types of data that have a significant impact on your pipeline development and can provide valuable information to a knowledgeable seller. These are Signals, and they’ve helped several companies improve their sales funnels.
If these trigger signals are tracked, your revenue team will be able to spend more time on activities that are more likely to result in a won contract.
Signals can be used to keep track of what’s going on with your existing customers. They give you more than just intelligence; they also let you keep track of what’s going on in your accounts, so you’re constantly ready for potential sales opportunities.
Salespeople can track a variety of signals to prioritize their efforts and enhance their B2B sales strategy.
These are time signals, which allow your sales staff to plan and develop sales strategies; relationship signals, which will enable you to identify the right people who can change your market, giving you more and better chances of closing business; competitive signals, which help you keep track of your competitors’ presence and influence on your target or customer accounts; and buying intent signals, which allow you to detect whether or not a prospect is interested in purchasing a product right now or in the near future.
These signals can indicate a prospect’s interest in your products, allowing you to design a strategy to encourage them to buy. When you notice a lead doing one of these behaviors, you should be prepared with a plan to get things moving.
Roadblocks to Making the Most of Signals
But why do you need a command center to monitor compelling event signals when your sales team already has LinkedIn to monitor their accounts and contacts?
Imagine. Three different sellers, each with LinkedIn Sales Navigator accounts. They see their total addressable market (TAM), and they’re unconcerned about what’s going on globally.
| Seller A | Seller B | Seller C |
|---|---|---|
| Detects a competition that has a connection to one of your clients | Sees that one of the key stakeholders from a happy customer has left and has moved to a different location or market to start a new business. | Notices that a new C-level executive has been promoted or has taken a new position at a different firm. |
In a tool like LinkedIn, none of these merchants are linked together.
What they aren’t seeing are the relationship maps that exist between each of your customers and prospects. They aren’t keeping track of all competition intelligence throughout your entire consumer base. There’s a weakness in the armor if one seller misses a single signal.
The truth is that an unpredictably large pipeline means unpredictably large income. It’s easy to see why pipeline generation is a crucial concern for revenue leaders, given that only around half of sellers meet their quota. However, there are factors of risk in sales-generated pipelines that are usually unknown or neglected.
To be successful, sellers must have various contacts on their accounts. Even though buying committees have 5 to 8 stakeholder interactions, 91% of sellers only have one important contact per account. This indicates that the merchant does not know enough people in the account. If they knew them, they would have already approached them.
Most B2B salespeople work for 30 to 36 months on average. The people in charge of your money aren’t going to be with you indefinitely. This puts a lot of money on the line.
You need actionable intelligence on where to focus your time and efforts to build a sales funnel at scale. Signals are used to convey intelligence. Signals show how your clients and prospects are changing and can be used to engage accounts confidently.
However, there are three hurdles to overcome when converting signals to pipelines:
- You don’t have the resources to monitor hundreds, if not thousands, of customer and target accounts, using a Signal Intelligence System.
- You lack a prescriptive and standardized sales prospecting process that aids in the conversion of signals into pipelines.
- You lack the leadership and expertise needed to keep the process going in the long run.
These difficulties result in poor account selection, prioritizing, and segmentation, as your sellers waste time on accounts with little to no sales potential.
This is where the necessity for a signal intelligence command center arises.
A Need for a Global Command Center for Signal Intelligence
All of the preceding leads to the next point:
To make the most of trigger signals and other information, every company needs to have a command center that monitors the data, signals, and behavior of millions of organizations, delivering intelligence to other companies and businesses.
By having a central hub that continuously analyzes every single account in your Total Addressable Market (TAM) for Compelling Event Signals, you will be able to take action when an account is at risk for churn, ready for upsell/cross-sell, and when to pursue a target account.
Many B2B salespeople and marketers have long recognized the huge potential advantage of sales intelligence, but adoption has been hampered by ease-of-use issues. This is remedied by a global command center for signal intelligence, which delivers usable, actionable signals to enterprises directly.
Too often, opportunities for network expansion, pipeline growth, and profit pass by without an organization knowing it. More precisely, without the sales teams knowing it. This happens because of many things, and one of the biggest reasons is the lack of a centralized place to check and monitor when such signals take place.
Every time a company merges with another company is acquired by another entity, or decides to take on a totally different direction (versus what you knew in the past), many sales opportunities are lost. Or the opposite happens – risks, that could’ve been mitigated early on, are not avoided.
The same applies to signals that are dependent on relationships built with existing accounts. Someone could’ve been promoted, joined a new account, or left an account. The bridges you built with that same person can open up new opportunities in their new company, position, or role.
Such information from a global command center for compelling events signals can be used to plan and optimize the display of both sales and marketing campaigns because it is industry-wide. When your team reaches out to either current accounts or prospects, they may customize their messaging. The same applies to your marketing team’s calls to action through adverts.
Conclusion
It’s vital to gather, analyze, and interpret data and signals at scale because missing a single opportunity or risk could mean the difference between a seller meeting its quota or a market meeting its objectives. As a result, we strongly advise you to consider having a global command center to oversee everything.