Business Intelligence + Sales Intelligence: Unite Strategies And Leverage Results
It’s no secret that data collection and analysis are at the heart of business intelligence. However, this is not an easy task. After all, even if the Marketing and Sales area creates different ways to obtain more information from potential customers, many will not respond to emails or click on the link in the form sent.
In any case, we cannot neglect the importance of these actions, as they are also good fundraising engines. In addition, another advantage is that these strategies can be done automatically, without demanding so many human resources, such as the automatic triggering of emails.
But the question is: how to reach even more leads by taking even more advantage of automation solutions? That’s where sales intelligence comes in.
Through it, you can perform a deep data analysis that allows a better qualification of leads.
Thus, it is possible to advance in the segmentation and reach concrete business opportunities.
With the help of tools, such as lead qualification, it is possible to achieve these goals and make negotiations more assertive. Want to know how? That’s what we’re going to show in this content.
The Relationship Between Lead Segmentation And Business Intelligence
Lead segmentation is a fundamental phase of the sales cycle and a challenge for B2-B companies. When negotiations involve long-term decisions and a higher average ticket, the way to obtain prospects is not the same as when selling less complex products.
Therefore, if your audience is particular, qualifying the base is essential to have more conversions and to feed back sales intelligence.
Segmenting means qualifying your list of leads according to their pains and needs (which can be solved with your products) and their maturity in the purchase journey.
It is a sophisticated business intelligence work that guarantees excellent returns to the company in the form of lower CAC (Customer Acquisition Cost) and, consequently, greater productivity of the commercial team.
Some segmentation possibilities are:
- Market — an area of activity;
- Location — region, city, urban or rural area;
- Type of company — public or private;
- Size — billing;
- Size — number of employees.
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Pre-Sales For Lead Segmentation
In high-performance companies, the segmentation work is carried out by a Pre-Sales process. It is essential to transform the dynamics between departments and generate business intelligence.
Conceptually, Pre-Sale is an active prospecting action. Despite this, this strategy is ideal for those leads that are also passively prospected, which pull the information so that it requests the contact of a salesperson.
In this case, the lead comes with greater purchase readiness, as it has already shown interest.
Even so, those leads that have demonstrated purchase potential should also be approached by the pre-seller, who will perform the qualification and segmentation.
This practice allows validating information and identifying patterns and profiles of interest that can serve as input, both for active and passive prospecting.
In other words, a well-structured Pre-Sales optimizes the passing of the baton between teams and reduces the strain on the sales team, which usually has a high cost for the company.
It is worth remembering that thousands of potential leads that are in the market are not reached by automated campaigns and do not get to know your product, but they may be ready to buy. Therefore, these must also be worked on by pre-sellers, in this case, in the form of active prospecting.
Regardless of the situation, the most important thing when applying the Pre-Sales methodology is to define the strategy well, have aligned employees, collect data to detect potential customers and, above all, analyze this data in depth to obtain valuable insights from prospects.
Using Rich And Shallow Data In Sales Intelligence
An essential aspect of classifying prospects is that it can be performed using information obtained at different levels of depth. Superficial data is easily captured in forms with simple questions, referring to the market, size, number of employees, and time of operation, among others.
Usually, the collection of this type of information is carried out through Inbound Marketing techniques. That is, by offering courses, e-books, infographics or other informative materials, which are downloaded free of charge by providing some data.
Another alternative is searching on search engines such as Google or professional social networks such as LinkedIn. However, in a technical sale, this is not enough.
In these companies, the decision process is much more complex and demands strategic information so that it is possible to understand the pain involved.
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