With all the data out there, a big challenge for today's sales and marketing teams is knowing what to pay attention to. Our customers and prospects are overwhelmed as well. Yet to be effective, we need to cut through all this “noise” to connect with them.

1. Smart Sales Intelligence
#SmartSales

2. Smart Sales Intelligence
JILL KONRATH, author
Agile Selling, SNAP Selling
& Selling to Big Companies
@jillkonrath
JOE LUCAS
Director of Demand Gen &
Marketing Ops, InsideView
@joelucas

3. Marketing's
Revenue Shift

4. 3 Types
of Lead Data
Situational
Information
Demographic
Information
Behavioral
Information

5. 3 Types
of Lead Data
Proving a broader view
Broaden your vision of your
database to make your
marketing relevant to your
prospects and customers.
Understanding your prospects
and customers along these
three types of data provides
better clarity to your business.
Demographics (Who am I?)
• Based on past success and is driven by who sales wants to
talk to
Behavioral (What do I care about?)
• Shows the level of interest based on implied behavior
Situational (Why do I care about it?)
• Shows the motivation behind the behavior and uncovers the
desire of the prospect or customer
Who are you really selling to and Why?

6. How to Obtain Behavioral
Internal
Digital
Sources
• Website Data
• Email
Marketing
• Marketing
Automation
External
Digital
Sources
• Social Media
• Webinars
• Retargeting
Product
Usage
• Feature
Usage
• Product
Engagement
Offline Data
• Tradeshows
• User Groups

7. Sales’ Best
Kept Secret
Example 1
When’s the best time to pick up
the phone?

8. Sales’ Best
Kept Secret
Example 2
What is the prospect interested
in?

9. How to Obtain Situational
Official
Updates
• News
• Press
Releases
Financial
Information
• Earnings
Statements
Personnel
Information
• Hiring
• Job
Changes

10. Benefits
of
Situational
Awareness
Understanding the motivation
behind the behavior gives you a
reference point to better
understand your prospect

11. Buyer
Personas
are not
sufficient
Title VP of Sales
Industry Software / High
Tech
Company Size 100 to 250
Pain Points • Sales Training
• Sales
Effectiveness
• ROI
• More accurate
forecasting
Title VP of Sales
Industry Software / High
Tech
Company Size 100 to 250
Business Trigger Expanding Sales
Team
Pain Points • Onboarding
new reps
• Investing in
sales
enablement
• Scaling sales
management

12. What are their
pain points?

13. What are their
objectives?

14. What’s the
context?

15. Trigger Examples
Acquisitions
Product Launches
Expansion
Corporate Challenges

16. Unifying
Triggers
Getting on the same page
Having sales and marketing
listening for the same events
and looking for the same type of
prospect will allow for:
• More successful campaigns
• More accurate lead scoring
• Better alignment
• Higher revenue attainment

17. Lead Scoring
& Prioritizing
Know who to call and when
Adding business triggers to
your lead scoring system will
make your score more
accurate and ensure that sales
is getting leads at the right
time.

18. Trigger-Based
Campaigns
Cut through the noise
Creating trigger based
campaigns will make your
marketing message more
relevant to prospects.
Engage potential customers
with the message that will
resonate the most based on
the issues they’re actually
trying to solve.

19. Teeing it up
for Sales
Combining all three
data types in one view

20. Open
Table

21. Trigger:
Acquisition LIKELY CHALLENGES
• HR issues
• Systems integration
• Marketing
• Sales
• Facilities

22. Message to
SALES Pat,
Congrats on your recent acquisition of CoPilot. Very cool
what it can do.
I’ve got some ideas on how to help your salespeople
leverage it to drive incremental revenue.
We recently used this approach with another mobile app
firm and delivered 29% more prospects in just 30 days.
Do you have 10 minutes on Friday morning for a brief
overview? I’m open between 8:30-10.
Jill

23. Message to
MARKETING
Kate,
With your recent acquisition of CoPilot, I suspect
you’re intent on getting the word out to prospective
clients ASAP.
We recently helped (insert similar business) launch a
marketing campaign that generated 52% more leads
than initially projected.
How about setting up a quick chat to see if it’s
something that makes sense for your company.
Would Tuesday at 2:30 work?
Jeff

24. Message to
HUMAN
RESOURCES
Terry,
While acquisitions are great, sometimes they create
real headaches in HR.
Most recently we helped XZY company get their
merged benefits program up-and-running quickly at
the same time we reduced their overall spend.
If it sounds interesting, let’s get 15 minutes on the
calendar to talk about what you’re doing.
Would Friday at 9 am work for you?
Sam

25. Wrapping
It All Up
•Marketing needs to incorporate sales
intelligence early on in the process
•Business triggers represent an amazing
opportunity for collaboration between sales &
marketing
•Leveraging business triggers will enable more
impactful sales conversations

26. For More Information, please visit www.insideview.com