Firmographic data—information about employees, revenue, locations, and more—helps you learn more about your prospect’s organization. This is the most basic building block of sales intelligence.
Your customers aren’t the only thing that you should get to know. As a seller, it’s crucial that you know your product inside and out as well.
The further you go along in the phases of your sales process, the more your customer will ask technical questions and look for holes in your solution as they decide whether to invest in what you’re offering or to go with a competitor. Product data will help you give practical, in-depth answers to their technical questions, gently steering them towards a purchasing decision that’s more likely in your favor.
You can find out a lot about a company based on the tech solutions they use. It lets sellers sniff out opportunities to sell, outreach talking points to try, and ways to set yourself apart from your competitors.
For example, if you’re offering a data visualization tool that can be integrated with a particular CRM, it makes sense to add existing users of that CRM to your priority list.
Behavioral data enables you to understand your existing relationships on a deeper level so you could better gauge how receptive they would be to your outreach efforts.
What kind of content have your prospects viewed or downloaded? How many people within an account have viewed or engaged with your content? What actions have they taken on your site, or how have they engaged with your social media accounts?
Contextual data goes deeper than technographic data, taking a closer look at things like how a company is using specific technologies, the amount of money they’re spending on cloud storage services, and the locations where their markets are growing. The insights you can derive from this allow your sellers to have hyper-relevant conversations with prospects.
Urgency data allows you to focus on the leads that actually want to talk to you right now.
Did one of your prospects call or email you? Did they click on the “request demo” button on your website or email? Did they communicate with a chatbot on your site or social media page to look for additional information about your product?
All these scenarios are examples of urgency data and should be addressed as soon as possible.
When you’re done managing the urgent leads, you can then focus on the rest of your leads according to the level of interest. You can use prioritization data to help you understand which leads you should dedicate most of your time to. Once you have determined which leads you should prioritize, you can then increase their interest through strategic engagement campaigns, sales plays, and content.
Having clear insights into your competitor’s technology, operations and strategy can help you proactively differentiate yourself and highlight your unique value proposition.
That way, if a prospect says that your competitor has a particular feature that your product doesn’t offer, you’ll already have a rebuttal prepared. You can likewise use this knowledge in your talking points by focusing on your product’s features that are not offered by other solutions providers.