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Apr

04

2017

The Ultimate Sales Resource: Depth of Inbound Marketing Data

Inbound Marketing Sales Enablement

The beauty of the inbound methodology is more than marketing in a world where the buyer has the power. Inbound marketing, through digitalized contact tracking, opens a treasure trove of information for sales teams that might otherwise be left in the dark.

In inbound sales, data is power.

Vital information about leads that couldn’t be gathered through traditional means is instantaneously at the fingertips of the sales teams willing to use it. From basic profile data such as industry, company size and role, to more complex data such as blog/e-book reading history and social media engagement history, sales reps with the desire to research will have the tools they need to analyze their prospects before ever making a call or sending an email. This can be the difference between landing customers or writing off another disinterested prospect.

Key steps to get your inbound marketing and sales efforts on the same page.

The Inbound Funnel and Forms

Inbound marketing retrieves its information by, first, placing a contact into the system. If they are new to a product or service and just starting the learning process, contacts will typically exchange their name, email address and other basic information such as their role in their organization or the industry they serve. More importantly, the inbound marketing team can use HubSpot, or another tool of choice, to deliver marketing materials to the collected leads in an effort to nurture them. 

In exchange for personal information, marketing will deliver an asset the contact finds valuable. This usually comes in the form of an informative e-guide, infographic or video that dives deeply into a topic of interest related to a company’s product or service. As a contact moves closer to becoming a customer, more specific information is asked of them as the incentive to learn grows. This can include phone numbers, personal income, company annual revenue and products of interest, among others.

Individual Contact Data 

Inbound Sales - Contact in Hubspot Beyond name, email, company and other basic information, the HubSpot contact record will reveal the latest contact activity. How a contact interacts with marketing materials begins as soon as the contact first comes in touch with your company. Through this interactive history, sales teams can monitor the following information about a lead: 

  • Social media engagements (likes, retweets, direct messages)
  • Email click patterns (are they opening and engaging your email marketing?)
  • Website visits (how are they interacting with your site?)
  • Offer download history (what information are they reading?)
  • Subscriptions (are they subscribed to your blog or email lists?)
  • Survey (which surveys did they take and the results of those surveys?)
  • Stage of the “buyer’s journey” (where are they in the marketing/sales funnel?)

Believe it or not, this is a truncated list of the information available via HubSpot to a fully integrated marketing team.

You’re as Good as Your Data 

With inbound marketing as a support to your sales efforts, there should be no lack of valuable data at your disposal. What you must next determine with your marketing team is how to qualify the leads that migrate through the buyer’s journey, but the standards for determining a Sales Qualified Lead (SQL) can be ironed out relatively quickly. What you must consistently monitor is how many leads have converted to MQLs, which leads have converted to SQLs, and which information will be most useful to you to close the sale. With social media engagements, website browsing history, survey results and the like at your disposal, there’s no excuse not to know your prospect intimately before ever reaching out to them.

 Inbound Sales Guide

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