Enabling Sales Through Marketing Automation Solutions
In B2B marketing, sales enablement plays a key role in filling up the sales pipeline with quality leads
. By doing so, sales teams can focus on higher priority leads instead of wasting time in cold calling. Sales enablement is a crucial activity in B2B because the purchasing decision is a collective one and purchasing decision makers work out pros and cons before arriving at the final decision.Sales enablement drives a steady supply of warm leads. This process is important for the company since it can better understand how the demand generated is translated into sales pipeline volume and, that into revenue.
The sales enablement process focuses on:
Deducing intent through behavioral analysis and nurturing the interested buyers.
Engaging prospects with personalized, customized and relevant content.
When using marketing automation solutions to track prospects companies can accelerate the sales enablement process as well. The key benefits of using marketing automation software include:
Easy identification of the buying stage of the prospects.
Focused client information and research will ensure a meaningful first contact with the client.
Easy determination of what kind of information is most suitable for that buying stage.
By being perceptive about clients issues, solutions can thus be cited accordingly.
Timely sending of customized relevant content to prospect.
Ability to identify the best sales opportunities speedily will ensure no wastage of time.
Ability to correctly gauge your ROI and their deliverance value.
Other important pointers for sales enablement includes:
Create a common platform to pass leads to sales reps.
Create customizable email templates to run campaigns.
Share research results through email.
Allow for trials and demos to test how the sales enablement tool works.
Integrate with CRM systems to track prospect activity and nurture accordingly.
Equipped with the most up-to-date industry information and knowledge of objection handling helps to further develop and enhance a salespersons pre-call research in the lead generation process. Its no wonder then that IDCs marketing investment planner claims that with better teamwork and a cohesive focus by both marketing and sales enablement, sales productivity could improve by $260,000 per rep per year. This in turn would lead to higher close rates, reduced operational costs and increased revenue.
by: brianwarren