What B2B Sales People Want

FakeStock-312x192One of the great things about being out in the field is that I get to learn first-hand from B2B companies about their biggest concerns and goals for the year. As more companies get on board with Account-Based Marketing (ABM), I’m hearing questions like “how can we leverage Demandbase data and insights for the sales team?” Other prospects tell me, “getting visibility in to what’s happening on our site with our most high value accounts is helpful in both inbound and outbound marketing, and I want to get this info to my reps so they can use it to proactively reach out earlier in the sales cycle.”

As a sales rep myself, I know how important this is, which is why I feel very lucky that I had the opportunity to pilot a product called Sales Accelerator for the last 90 days. Honestly, it’s changed my whole perspective on when to engage with my accounts.

Using Sales Accelerator means that when I log into Salesforce every day, I can now get an overview of the companies that are “hot.” They may not fill out a form, but I can see what they are looking at on our website, their activities, and the engagement momentum. My SDR and I have started reaching out earlier in the cycle and we are seeing great results. Here are my observations:

  • I’m seeing a big lift in digital activity when we are advertising to that company and when we invite them to events.
  • I’m thrilled to see how many unique visitors are hitting our site and navigating to “high value content” pages.
  • When we see a big spike in activity and reach out to our contacts at companies proactively and share areas of interest, we’ve had a higher rate of success in setting up exploratory discussions.
  • I’ve also closely watched company activity when I’m in contract negotiations…high activity is closely tied to deals closed.

As we’ve mentioned before on this blog and elsewhere, there are many steps on the way to adopting a full ABM approach and syncing the efforts of Marketing and Sales. Now the ability to get Marketing data in real-time is relatively simple, but I’ve already noticed its impact both in the field and a strategic level.

If you’re intrigued, good news! Today is the official GA launch of Sales Accelerator. Take a look, and if you have any questions or want to hear more about my experience, you can find me on Twitter.