The sales and marketing database is the lifeblood of a lead-driven B2B organization. That is, if the database is properly maintained. Simply entering basic information about prospects, like contact information, into a sales and marketing database doesn’t turn it into a useful sales tool. Instead, it’s important to execute a calling campaign to learn more about each prospect and create a database that is highly targeted and crucial to the selling process. Here are some benefits to building, segmenting, and maintaining your sales and marketing database:
Focuses Sales Efforts
To the sales team, time is money. The members of the sales team don’t want to spend their time prospecting or trying to figure out whether a lead is qualified or not. They want to know that their time speaking with each new lead is time well spent. This is why the first step in the sales process is to build a targeted sales database by launching a lead qualification campaign, which aims to identify decision makers and what their challenges, needs, and current situations are in addition to noting other key buying information.
Enables More Relevant Messaging
When a sales and marketing database is highly targeted and the sales team knows more than just the basic information about a lead, it allows them to craft a message created specifically for that person/organization. When the sales team has access to detailed background information about a lead and how far along in the sales cycle the lead is, they know what to talk about and what benefits and features of the product or service to highlight in order to guide them towards a purchase. The conversation is more focused and therefore, more productive to both parties.
Reduces the Sales Cycle
In some organizations, the sales cycle can be extremely long. Sometimes this is due to the complexity of a product or the high-cost of a service and a lead’s budget restraints. However, sometimes, it’s simply because of the organization’s inefficient sales process. For example, if a lead isn’t getting adequate attention or relevant information that will help them make their decision more quickly, they’re more likely to sit “in limbo” or even take their business elsewhere while they were waiting. Maintaining an updated sales database reduces the likelihood that this will happen, since it’s obvious to the sales team which leads are worth pursuing and how to craft a compelling message.
An updated, targeted, and segmented sales and marketing database allows the sales team to do what they do best; close deals. In order to have a targeted database, a company must invest in a sales lead qualification strategy. Calling organizations on the phone to identify decision makers and have a brief conversation about current situations and needs is a cost-effective way to make sure marketing and sales can focus their time on qualified leads and closing sales. For organizations that don’t have the resources to execute this type of calling campaign in-house, outsourcing to an experienced contact center is a viable option.