The Best Ways to Use Your Sales Intelligence Data

February 8, 2023
Jake Reni
April 5, 2021

Salespeople in today’s world don’t just pick up the phone, make small talk with potential customers, and then make the sale casually and without much effort. Now more than ever, personalization is king. 

Customers want an experience that is uniquely tailored to their needs, rather than a universal, one-size-fits-all approach. One way to provide a personalized experience is by using your sales intelligence data to shape how you approach each interaction you have. 

How Can You Use Sales Intelligence Data to Make a Difference?

What is sales intelligence data? It can be best characterized as a wide variety of technologies that can help you track and interpret data related to customer or client conversions. Think of sales intelligence data as the measurable buying signals that help you identify how potential or current customers have behaved leading up to the point-of-sale. 

With the use of sales intelligence tools, you can uncover some extremely useful data to help you convert leads into customers. Here are a few methods for putting your sales intelligence data to work. 

Examine the Buyer's Journey of Current Customers

The buyer’s journey typically has three distinct stages: 

  • The awareness stage
  • The consideration stage
  • The decision stage 

Understanding how your current customers behaved during these three stages can help salespeople identify and anticipate the actions of new prospects as they move through each stage. If you understand what your current customers were thinking, how they were acting, and the actions (or inactions) they were taking at every step, you can better prepare for when prospects are moving through the same journey. 

Remember, customers expect personalization in today’s market, so understanding where they’re at and how you can create a unique solution for their stress point is of utmost importance. 

The Sales Playbook Connection

An added bonus to understanding this journey is the ability to create a sales playbook for your sales team. This can serve as a point of reference, a how-to for your salespeople when they’re trying to work with a prospect that’s stuck at a certain point of the journey.

Identify Buying Signals 

Your company (hopefully) has a lot of interactive content that visitors and prospects can interact with on your website. The customer’s actions can highlight significant steps that lead toward closing the deal, whether they’re interacting with: 

  • Informational videos
  • Webinars
  • Downloadable assets 
  • A mailing list signup sheet

These interactions, or conversion points, are buying signals. These signals can also be tracked as clicked links in email blasts or time spent watching videos on your LinkedIn page and other third-party networks. 

Buying signals not only indicate where a prospect is in their buyer’s journey, but they also show what their pain points might be and what type of solution they’re looking for. When tracking buying signals, you can get a better understanding of who your prospects are, backed by data and not just a feeling you had about them when responding to a chat message or two.

Set Up Buying Signal Alerts

Having real-time alerts set up for different buying signals might be the reason your company closes a prospective customer over your competitor. When you have alerts set up, triggered by the defined buying signals you’ve added to your sales intelligence tools, you can contact a prospect with the solution they need at the exact time they need it. 

Look for Sticking Points 

When identifying the buying signals of a prospect, you can also find the actions they took before they fell off the radar and didn’t quite make the decision to go through with the sale. 

Different data points can give insight into behaviors that prospects have taken, such as:  

  • Researching your company on search engines 
  • Exploring third-party websites to learn more 
  • Opening (or not opening) the last several emails you’ve sent to them

Using sales intelligence tools to track intent data can help your salespeople better know what odds they’re up against. If users are researching your company and your competitors at the same time but seem to fall off after a comparison or review search, this might be a sticking point you’ll want to look into further and resolve. 

Create Customer Profiles

Just as your marketing department has developed target personas for the content they’re creating across the board, salespeople need to create and study profiles for their ideal customers. 

What’s an Ideal Customer?

Ideal customer profiles define and identify the ideal customers who could benefit from your offering that will also be of value to your company. It’s one thing to pinpoint those who need whatever it is you’re selling, but another to realize what value they’ll bring to your company and how they’ll interact with the people that run it. 

Rather than just finding prospects that will bring in revenue for your company, it’s even better to find prospective customers who will provide you with helpful feedback and refer your company to others looking for a similar solution. 

What Data Points Do Your Best Customers Share?

Sales intelligence data can help you map out who your ideal customers are without all of the guesswork and hypothesizing based on market trends. Use this data to pinpoint the qualities that your happiest clients and most satisfied customers have in common. With sales intelligence tools, you can reverse-map the details of current clients’ data to see the journey they took that led them to be a customer and find commonly shared traits each customer has with one another. 

Once you’ve crafted your ideal customer profile, you can use it to sort high-value prospects from low-value ones. You now have data-based reasons to pursue some prospects or let others become a lower priority. 

Personalize Data-Driven Sales Pitches 

Customers believe that their personal experiences with companies, especially those they feel loyalty toward, should be personalized and unique to them. The days of a blanket sales pitch that needs no modification are over. 

You need to know the customer before you even pitch them, and that’s where sales intelligence data comes in. Once you’ve crafted some ideal customer profiles, you can start mining through the data gathered on current customers and apply it to the lead intelligence data you’re pulling in. In other words, the path to conversion taken by your existing customers becomes the road you lead current leads down.

The Role Played by Lead Intelligence

What is lead intelligence? It is data that enhances your understanding of both prospects and site visitors, allowing you to better address their pain points and how to best communicate with them and win them over. 

Your prospects are all unique in some way, and so identifying that uniqueness, then capitalizing on it, will increase your chances of turning them from a prospect into a customer. You can even use a tool like Tiled—which businesses have used successfully in a variety of ways—to help clearly convey your pitch in a personalized way. 

How Tiled Can Make a Difference

With Tiled, you can create pitch microapps that are unique to the prospect you’re targeting. Use the lead data you’ve gathered to craft a unique microapp that includes questions prospects are likely to ask and concerns you already know they have through your sales intelligence data. 

This not only caters to their pain points and needs, but it does so in a highly personalized way that will make them feel seen and heard.

When your team has gathered all the sales intelligence data they need to pitch a prospect, use Tiled to create a unique and interactive experience that won’t leave them feeling like they’re being sold to. Personalization is what wins prospective clients over, and Tiled microapps can help you do just that. See how Tiled can elevate your sales strategy today.

Sales Tips
Sales Enablement
Jake Reni
VP of Revenue at Tiled