How Marketing Can Avoid Suffocating Sales With Data Overload

Posted on 13 Feb

Your email pings. A new MQL has been assigned to you, so you open the lead in the CRM.

You have the following information attached to the lead: name, company name, email address, company headquarters address, company history, lead score, which monthly newsletters the lead opened, LinkedIn profile, Twitter profile, lead source, phone number, and the date the lead was created in the CRM.

Whew.

That was way too long to type, let alone look at as a sales person.

In the real world, what are you going to do with all that data? Which newsletters the lead read…or the lead source?

Is this extraneous data helping you close a deal or set a meeting?

No. This information is sucking your time and mental capacity to find the key intelligence needed to make your sales outreach succinctly.

As much as your marketing team needs to know where the lead came from and what content they clicked, they’re suffocating your sales team with unnecessary, irrelevant data.

 

What does Sales really need?

To reach out to a prospect with a relevant and contextual message you need:

  • Name
  • Company
  • Job title
  • Contact information
  • Contextual relevance (Why are they a lead? For example, Downloaded eBook 1, watched webinar 2, downloaded whitepaper 3, etc.)
  • Competitive intelligence (Are they looking at competitors? Have they recently had funding? Behavioral Intent Data intelligence)

Armed with the above information, your sales team can create customized messaging for any lead you want to contact.

As much as additional information might tweak what you say one percent, superfluous data won’t necessarily alter what you say in a constructive way.

You could incorporate more information about what the lead has read on your site, but you’re simply referencing other content in your sales outreach that they have already seen.

 

Other data Marketing uses

IP data

IP data. The knowledge that a company has looked at your website but not the knowledge of who exactly within their walls looked.

Imagine the phone call…

 

“Hi, I’m looking for the marketing department.”

“Sure, who would you like to speak to?”

“I don’t know, the person who looked at my company XYZ blog and About Us page just now, ideally.”

“I have no idea who that was. Who did you say you were again?”.

 

Your time as a sales person is precious. You want to call and email leads that are hot.

IP data is not intent, but it is information and data that marketing might want.

As selling, you need more.

Knowing that someone from X company that has 11k staff looked at your site from their London or San Francisco office is not helpful and is another huge time suck.

 

 

Event attendee data

Knowing that X people went to an event because the organizer shared the leads with you is OK.

But you must be aware that every other vendor at the event was sent this same list, and all of the sponsors and partners and the event organizing team will be selling to this list as well.

That is a big crowd.

If you want event attendee data, get it before you go. Use Behavioral Intent Data to know who is going or looking at events months and weeks in advance.

Sell them at that time, not when everyone else is.

Don’t email everyone asking if they are going to the big event you are. Use Behavioral Intent Data to work that out and book meetings with the people who are going.

 

Even worse… static lists

Static lists are cold, outdated, and dead data dumps.

However, since they have huge volume, your sales team can email thousands of people.

The trouble is, emailing this list is a waste of time. And if you’re spending more than one second on creating your email, then you’re killing even more time.

Trying to be personalized and clever with a static email list is analogous to digging a huge hole in your backyard with a spoon.

It’s slow, stupid, and will get you nowhere fast, even if you spend all your time on it.

On paper, a large list of thousands of people who are “interested” or in the target market appears valuable, but the reality is the results don’t match up.

The list is seven years old, it contains people who moved jobs, countries, changed their email, have no interest, died, changed industries, or retired – a whole range of things could have happened to 99% of the list.

As for the one percent, they’re cold leads anyway.

You sales team is much better off using real-time intent leads who are looking with interest, rather than sending hundreds of cold, impersonalized emails to cold, impersonalized lists.

 

Don’t bring the pain

We get it. Marketing and sales don’t always see things eye-to-eye.

Sales complains about the leads marketing provides; marketing complains about the leads sales doesn’t close.

Simplicity can change all of that. Start with a simple conversation between your marketing and sales teams about what lead data is actually relevant.

Next, marketing can provide less unnecessary and more essential data to your sales team to improve their outreach messaging – and the company bottom line.

Want to know how Behavioral Intent Data works and why it’s the right data for your sales messaging? Sign up for 100 FREE leads today and give it a try.

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