How marketing and sales get closer together – with data

Both the marketing and sales departments work with leads, yet in many companies one rarely knows exactly what the other is doing. Both could benefit significantly from an intensive exchange between these departments. After all, the end result is the same: maximum conversion of the leads to paying customers. Data can help to bridge the informative gap between marketing and sales.

Strengthen collaboration between marketing and sales

Quantity versus quality: a conflict

One of the main reasons for the often insufficiently intensive cooperation between marketing and sales is an unspoken conflict resulting from the working methods of the two departments. It is about dealing with leads in different ways: While it is in the interest of the marketing team to collect as many leads as possible, the sales staff would like to be provided with as much information as possible about a lead in order to be able to prioritize sufficiently and address it precisely. In order to keep the hurdle for a potential lead to leave its contact data as low as possible, the marketing department wants to query only the most necessary information in the first step, while the sales colleagues would prefer a more comprehensive form.

Enrichment of data from third-party sources as solution

While these two motivations were indeed in contradiction to each other until some time ago, fortunately they can be reconciled today – by enriching the data of your leads from a third source! According to your marketing team, the prospective customer only has to enter the most necessary data in order to register – yet your sales representatives receive a comprehensive data package with more in-depth information than they could ever have obtained from a lead. There are hundreds of data points for each company through Implisense. An enormous information power that makes the work of the sales team much easier.

Additional advantages: Prioritize earlier and share insights

Evaluate marketing and sales campaigns

In addition to reconciling the previously conflicting interests of marketing and sales, there are additional advantages to enriching your lead data with information from Implisense. For example, your sales team can prioritize effectively very early in the process and spend less time on unproductive leads due to the immediately available broad data base. In addition, targeted analysis of the information can provide valuable insights that, in turn, empower marketing to implement more effective campaigns. What industry, number of employees or technological focus will convince companies with the best conversion, and which ones will be left in the lurch for the most part? When the sales department passes these findings back to the marketing department, target groups and speeches can be made many times more precise and thus more successful.

Other good reasons why you should use an external database can be found in this blog article on integrating external customer data.

So the bottom line is a win-win situation. The closer connection of marketing and sales by means of lead enrichment with third-party data pays off for both sides. Sales gains valuable information about the individual leads and marketing can generate more targeted leads on the basis of this information. In this way, a target-oriented alliance of these two departments is achieved. And thus more market success in total. 

Integrate current company data on more than 2.4 million economically active german companies into your e-commerce, CRM, ERP or OPC.

So rücken Marketing und Vertrieb näher zusammen – mit Daten

Die Marketing- und die Sales-Abteilung arbeiten beide mit Leads, trotzdem weiß in vielen Unternehmen die eine selten ganz genau, was die andere gerade tut. Dabei könnten von einem intensiven Austausch zwischen diesen Abteilungen beide deutlich profitieren. Schließlich steht am Ende dasselbe Ziel: eine größtmögliche Conversion der Leads zu zahlenden Kunden. Daten können dabei helfen, die informative Kluft zwischen Marketing und Vertrieb zu überwinden.

Zusammenarbeit zwischen Marketing und Vertrieb stärken

Der Konflikt: Quantität versus Qualität

Eine Hauptursache für die häufig zu wenig intensive Zusammenarbeit zwischen Marketing und Vertrieb ist ein unausgesprochener Konflikt, der sich aus der Arbeitsweise der beiden Abteilungen ergibt. Es geht um einen unterschiedlichen Umgang mit Leads: Während es im Interesse des Marketing-Teams ist, möglichst viele Leads zu sammeln, möchten die Vertriebsmitarbeiter mit möglichst umfassenden Informationen über einen Lead versorgt werden, um hinreichend priorisieren und präzise ansprechen zu können. Um die Hürde, für einen potenziellen Lead möglichst gering zu halten, seine Kontaktdaten zu hinterlassen, möchte die Marketing-Abteilung also im ersten Schritt nur die allernötigsten Informationen abfragen, während die Sales-Kollegen ein umfassendes Formular bevorzugen würden.

Die Lösung: Anreicherung der Daten aus Drittquellen

Standen sich diese beiden Motivationen bis vor einiger Zeit in der Tat noch gegenseitig im Weg, lassen sie sich heute glücklicherweise gut unter einen Hut bringen – indem Sie die Daten zu Ihren Leads aus einer Drittquelle anreichern lassen! Der Interessent muss ganz im Sinne Ihres Marketing-Teams nur die allernötigsten Daten eingeben, um sich zu registrieren – dennoch erhalten Ihre Vertriebler ein umfangreiches Datenpaket mit tiefer gehenden Informationen als sie es je bei einem Lead hätten abfragen können. Bei Implisense sind es hunderte Datenpunkte zum jeweiligen Unternehmen. Eine gewaltige Informationsmacht, die dem Sales-Team die Arbeit deutlich erleichtert.

Zusätzliche Vorteile: Früher priorisieren und Erkenntnisse teilen

Marketing und Sales Kampagnen auswertenNeben der Vereinbarung der früher widerstreitenden Interessen von Marketing und Sales ergeben sich aus der Anreicherung Ihrer Lead-Daten durch Informationen von Implisense zusätzliche Vorteile. So kann Ihr Sales-Team aufgrund der sofort verfügbaren breiten Datenbasis schon sehr früh im Prozess eine wirkungsvolle Priorisierung vornehmen und muss weniger Zeit auf wenig aussichtsreiche Leads verschwenden. Außerdem lassen sich durch die gezielte Auswertung der Informationen wertvolle Erkenntnisse gewinnen, die umgekehrt wieder das Marketing ermächtigen, wirkungsvollere Kampagnen umzusetzen. Unternehmen welcher Branche, Mitarbeiterzahl oder mit welchem technologischen Fokus überzeugen mit der besten Conversion und welche verlaufen überwiegend im Sande? Indem die Sales-Abteilung diese Erkenntnisse an das Marketing zurück spielt, können dort Zielgruppen und Ansprachen um ein Vielfaches präziser und damit erfolgreicher ausgestaltet werden.

Weitere gute Gründe, warum Sie eine externe Datenbank nutzen sollten, können Sie in diesem Blobeitrag zur Integration externer Kundendaten nachlesen.

Unter dem Strich ergibt sich also eine Win-Win-Situation. Die engere Verzahnung von Marketing und Vertrieb mittels Lead-Anreicherung mit Drittanbieter-Daten lohnt sich für beide Seiten. Der Vertrieb gewinnt wertvolle Informationen über die einzelnen Leads und das Marketing kann auf deren Grundlage wiederum gezielter mehr Leads generieren. So gelingt eine zielführende Verbindung dieser beiden Abteilungen. Und damit insgesamt mehr Markterfolg. 

Binden Sie mit der Implisense API aktuelle Unternehmensdaten zu mehr als 2,4 Millionen wirtschaftsaktiver Firmen in Ihre E-Commerce, CRM, ERP oder OPC ein.

Streamlined content marketing throughout the b2b customer journey

Attention has become a decisive currency for success in globalised competition – also in B2B marketing. Today’s decision-makers are confronted with an extreme variety of stimuli – which come unsolicited. With classic marketing instruments and cold sales methods, it is increasingly difficult to stand out from the background noise and reach potential customers sustainably. However, in order to reach the relevant set of your target group – i.e. the selection of providers and suppliers who could be considered for a possible purchase – it is crucial to provide the user with the right information at the point and time when he is searching for it himself. With a sophisticated content marketing strategy.

In this way, you are not perceived as a disrupter, but as a competence authority that creates added value. On the other hand, the quality of your content must meet the high demands of your target group and be clearly tailored to the respective needs of your user at the respective point in time in the customer journey. Effective content marketing in the B2B business therefore means: the right information in the right depth at the right time. In order for this to succeed, a basic understanding of the b2b customer journey is essential.

customer journey levels in content marketing

1. awareness stage

At the beginning of his journey, you cannot yet assume that your user has a concrete intention to buy. That’s why you shouldn’t frighten him with overly advertising content. At this point he would first like to get an overview of the topic with its opportunities and risks. And he tries to figure out basic solution options for a challenge he is currently dealing with. As unspecific and undirected as the interest is at this point in time, it is precisely there that it is worthwhile to reach the user with your content. Because at this point you shape his awareness for the further occupation with this topic. In this way, you can focus the user’s attention at an early stage on those aspects in which you know how to shine with your solution. At the same time, you position your brand as a credible opinion leader and win the trust of your potential customers.

2. consideration stage

Your user has gained a basic understanding of the topic and is now looking for concrete solution options. But be careful: he is not automatic to search for specific providers! For example, a sales manager might already have realized at this point that he can increase the efficiency of his team through more structured customer data. Now he is looking at what the implementation of a powerful CRM system would mean for him. However, the question of which software provider he finally decides on does not play a major role for him at this point. With the help of more in-depth content, you are increasingly pointing out concrete possible solutions. Prove a real understanding of the challenges your potential customer is facing. In this way, you embed your brand in your user’s mind as a value-added provider and finally in his relevant set.

3. transaction stage

At this point your user searches for concrete product information as a basis for the purchase decision. Compact and concrete. If you have acted smartly in the first two phases, your prospective customer will pay particular attention to the aspects that you have previously established as important when making the purchase decision. However, even in this phase, it is essential that you keep the focus on the customer. In your communication, concentrate not only on the features of your offer, but above all on the tangible advantages that result for your customer. Through the trust you have gained in your brand in advance and the concrete buying interest, your sales department can now exploit these leads particularly efficiently and conclude the deal.

4. binding stage

Do not consider the customer journey completed after a successful sale. By continuing to provide your customers with useful content – now also via targeted dialogue media – you are laying the groundwork for promising upselling potential. And promote long-term customer loyalty. Continue to build trust in your brand so that you benefit from your long-term investment in this customer.

Content Marketing along the customer journey needs understanding

In order to be able to address your target group in the respective phases of the customer journey, you need to gain a real understanding of your (potential) customers on two levels: You have to internalize the challenges they face on a daily basis and for which your offer can represent a solution, either directly or indirectly. And you need to know which phase of the customer journey your user is in. Signals about acute trigger events help you to draw conclusions about the current status of a company in the purchase decision process. You can read how Implisense Pro can help you use them for your marketing in a previous post on our blog.

Help to shape the decision-making process of potential customers from the very beginning and benefit from a noticeable simplification of work in sales. With an integrated content marketing strategy, you guide prospective customers through the entire B2B customer journey to a successful deal.