Um mundo de dados

As is widely known, sales and marketing professionals who work in the B2B market have a simple and straightforward goal: contributing to business growth.

It would be very easy if business could grow like a crop. At every cycle start, we would have new shoots, then blooms, and could move on to a new stage. It isn’t that simple however. To ascend level by level and develop the business, professionals must do a hard work, and have processes in place to generate more revenue.

But doing it efficiently isn’t an easy task, as the sales cycle must be optimized and customer attraction costs must be reduced. Currently, reps are wasting a lot of time with data search and organization – and issue that can be easily solved with the help of technology. In this way, any time saved could be used to develop new skills, in order to attract potential customers and build strategic and long-lasting relationships.

You must be very careful when comes to data, as their large volumes can pose both risks and opportunities for the business.

If the professional uses the wrong data, for instance, efficiency will be impaired. By analyzing data and finding the ones that are actually aligned to the projects and show potential for action, you can have key distinguishing points to drive company’s sales.

As a further help on this journey, we have selected 4 tips on how to benefit from data analytics. See them below!


4 tips to get the most from data analytics

4 Dicas para analisar os dados

1 – Prioritize the location of data that are aligned to your business and ensure their quality.

To find the right data and reap the rewards of your sales and marketing efforts, you must understand both the profiles of potential customers and the overall market demand of your business.

The more the professional understands such factors, the easier it will be to segment the database and find the data that are relevant to your business.

2 – Prioritize clean data to save time and increase performance

It isn’t unusual that sales and marketing areas have to struggle with poor data quality. According to a Din & Bradstreet’s survey, called Sales Acceleration Report, 56% of professionals have as key challenge ensuring they are working with relevant and complete data.

The more polluted the data, the higher the costs for e-mail campaigns, as you will have to redo them due to high bounce rates. Sellers will waste time trying to contact customers through incorrect phone numbers, and also though direct mail actions, if they don’t know whether the customers have received any messages. And these are just a few examples that impact the company’s sales cycle directly.

3 – Today’s buyers have different profiles

Access to information is so easy now that most buyers conduct several on-line surveys, before even contacting the sales team. It’s obvious that many of such buyers will already have their own opinion before making the first contact. In the meantime, it’s very likely that they have already talked to potential competitors of your brand.

With clear data, aligned to your business, you can get in touch with prospects before they can even talk to another company, or even before they have their own opinion.

4 – Be personal and understand where it hurts

Considering that B2B buyers’ mailboxes are crowded with e-mail, you must adopt a personal, relevant and personalized communication tone.

Try to address the right spots of customer’s pain to arouse interest. The more your data are clear and complete, the easier it will be to prepare for approach and customization.

These are the basic tips to help you in data preparation and analytics. Obviously, with the aid of technology, it’s much easier to segment and find relevant information for your business. However, all this must still undergo human validation.

Did you like our tips? Do you know some more that we haven’t addressed, as a further support to our readers? Leave them in the comments area! ?

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