Making Explicit Buyer Data Actionable for Sales
ion recently added an innovative new capability to our interactive content platform. Sell-Side focuses on surfacing data from the buyer’s interactive journey to the sales team. Unlike analytics, Sell-Side surfaces an actual timeline of the buyer’s interactive touchpoints and enables the salesperson to instantly see what the buyer did. All of this is in context of how they expressed explicit, descriptive data around their needs, priorities, budgets and capabilities. It’s literally unprecedented for sales to have actionable access to data of this quality.
Real-World Examples of Buyer Timelines
Since this is an entirely new concept, I thought I’d share real-world examples of how ion uses Sell-Side to align marketing and sales. Hopefully, this will stimulate some ideas for how you could surface high-value insights to your sales team. Keep in mind that the whole idea of Sell-Side is that it surfaces whatever data is of highest value to you and your sales team. These examples show what’s important for me to communicate to sales as ion’s CMO.
For privacy reasons, I'm using my own buyer data as the example here. Each buyer’s timeline is automagically generated for him or her and is a personal and specific reflection of their interactions. Buyer timelines are private and secure.
Sales Insight: Content Consumption
How a buyer consumes content over the course of their interactive journey can say a lot about their engagement and maturity. Our sales team really gobbles up our white paper and eBook content consumption visualizations (like the one below)…
Some touchpoints in the buyer’s interactive journey may not be worthy of sales deep diving into exchanged data. Sell-Side makes it easy to visually disregard those by rendering them differently (without a rectangular screenshot). The idea is that it’s fast and efficient for salespeople to scan a Sell-Side Timeline and know what’s important.
Sales Insight: Quantitative Readiness
Calculators can provide some pretty incredible sales insights into fit and quality. Budget, pricing and solution calculators have obvious value, but our sales team also uses other calculators (like our 'value calculator, shown below) to help them understand fit…
Sales Insight: Qualitative Readiness
ion uses a lot of interactive self assessments in our buyer’s journey. If you’re in a nascent market that benefits from education or nurturing of a new concept, assessments are a great way to understand common needs, maturity and readiness across your universe. Our ‘program builder’ helps buyers set their priorities and the Sell-Side of that experience helps our sales team understand which buyers have priorities that align with our solution.
Sales Coaching: What It All Means
Often, just visualizing how a buyer responded isn’t enough. In those cases, our Sell-Sides are augmented with highly specific sales coaching that helps the salesperson better understand the context and meaning behind responses. Everything you see in gold type below is personalized, answer-specific sales coaching.
How Our Sales Team Uses Sell-Side
When an ion rep ends up on a call with a prospect, they’re looking at the lead’s Salesforce record. Right there, within the lead view, they get access to the lead’s ion Sell-Side Timeline. This provides them with instant, real-time status of where the lead is in their digital journey and helps them pick up the conversation right at that point of interest. Since sales has full awareness of everything the lead has done, they don’t need to rehash any of it. They can immediately move the conversation and the sale forward — intelligently and seamlessly picking up where the digital journey left off.
I hope these examples help stimulate your own ideas of how you could leverage the interactive journey for your sales team.