»»The Impact of Marketing Data on the Sales Cycle

When it comes to marketing data, many businesses focus on using it to optimize conversion points. It makes sense since lead generation and landing pages have a large impact on revenue and profitability. However, marketing data should go beyond the conversion points. It should be used to optimize the entire sales cycle for the best results.

Why Marketing Data Is So Important to the Sales Cycle

There are several reasons why marketing data has such a strong impact on the sales cycle. For one, marketing attribution data provides deep insight into the interests and behavioral patterns of prospects. The data attribution on various activities such as the type of content consumed, product browsing activity, best channels to reach prospects, live chat questions, and asset downloads provide a wealth of information.

Use this data to deliver relevant content to different groups within your target audience. It will improve your sales conversion by utilizing the most appropriate channels. You’ll get important data to handle sales objections even before they are addressed by prospects. And you’ll know what kinds of products prospects are interested in, to craft offers that are hyper-targeted.

How Technology Can Be Used with Marketing Data

Marketing data really starts to shine when it is used with strong marketing automation platforms. With advanced platforms, you can create dynamic campaigns where relevant content is delivered based on the recent consumption behavior of prospects and customers. How prospects engage with the content can also be used to provide lead scoring to the sales team. Without the advantages a marketing automation platform provides, you are merely guessing what your prospects are interested in based on data you’ve collected from your general audience.

This kind of hyper-personalized automation extends to marketing campaigns as well. Set up campaigns to send out email promotions catered to each individual’s past product browsing history. This creates better results than generalized promotions that are designed to cater to the masses.

Creating a Much-Needed Link Between Marketing and Sales

Marketing data also serves as the much-needed link between the marketing and sales departments. By providing prospect attribution data to the lead management system, such as noCRM.io, sales teams approach prospects with a better understanding of their needs, problems, and wants. This results in better engagement and higher sales conversions due to a personalized sales presentation. This level of integration between both departments is essential to generating the best results.

It’s not just about the marketing data driving the sales department. The benefits are bi-directional. There are many things the sales teams will discover about your prospects and customers that can be applied to your marketing campaigns. A tightly integrated CRM and marketing automation platform will share real-time information to create highly optimized multi-channel campaigns.

In conclusion, marketing data vastly improves the entire sales cycle. It leads to increased conversion rates, reduces time to conversions, reduces advertising and marketing costs, and helps you build stronger relationships with your prospects and customers. This enhances your company’s ability to scale, increases the amount of cash flow you can work with, and helps you build your brand equity.

About the Author:

Eric Murphy
Eric Murphy is the Digital Marketing Manager at ActiveDEMAND. He is responsible for driving the marketing strategy for the ActiveDEMAND integrated marketing platform. He has a strong background in online marketing, communications and working closely with sales teams. For many years Eric was an evangelist and marketer for the industrial communications community through guest articles, maintaining industry blogs and speaking at conferences and other events.