Sales Best Practices

3 Data-Driven Sales Strategies for Modern Revenue Leaders

Cari Murray's Avatar

Cari Murray

Senior Manager of Content Marketing

It’s a known fact that customers make purchasing decisions based on emotion and later justify said decisions with logic.

But why is it that sales strategies are not always informed with the same logic?

The truth is many revenue leaders still rely on instincts rather than data to inform decisions they make about their business.

We recently hosted a roundtable discussion with top revenue leaders to uncover how buyer sentiment data can drive their business (and grow pipeline!).

Let’s dive in.

What are buyer emotive signals?

All potential buyers give you emotional cues to demonstrate how engaged they are in your product. These emotive signals are a powerful way for you to glean insights about their buying behavior.

For example, if a prospect replies to your request for a meeting with an emphatic “yes!”, it’s safe to assume your email struck the right chord and met their need.

On the other hand, if they respond negatively (perhaps by sending you a curt “no, this isn’t in our budget”), then you likely want to reevaluate your future attempts to connect.

It’s important to understand these signals and how they evolve over time.

Before having access to the data we do today, reps relied on things like open rates to determine whether a prospect was willing to buy (which aren’t realistic indicators).

We can now rely on things like buying behavior — or more specifically, buyer sentiment data — as more telling signs.

How understanding buyer signals can improve your sales process

Salespeople have long relied on their gut instincts regarding what customers want — but we now have more data than ever to take the guesswork out of the sales process.

Using data to understand the buyer's sentiment and emotive signals will help you convert all interactions into true customer opportunities.

In the physical world, buyers may demonstrate their sentiment with tone of voice or body language. But in the digital world, sentiment largely relies on interpreting positive or negative emotional responses during your sales conversations.

3 ways to leverage data to fine-tune your sales strategy

With a better understanding of buyer emotive signals, you can rely on this data to take your sales strategy to the next level.

Let’s look at a few actionable ways to improve your own sales process — straight from the experts.

1. Determine which prospects to reach out to using buyer intent data

    If you’re like most modern sales organizations, chances are you use a sales engagement platform to reach out and engage with prospects.

    But do your reps know how to use it to determine which prospects are worth connecting with?

    Buyer intent data can help them make these decisions with greater accuracy.

    The right sales engagement tool provides valuable insights about prospects, including buyer intent data. It also helps you identify which leads are most likely to buy using behavioral cues and buyer sentiment. For example, did that prospect send a positive response — or did they unsubscribe?

    2. Engage with prospects effectively using behavior data

      So you’ve identified which prospects are worth reaching out to — but how do you use this behavior data to effectively engage with them? The last thing you want to do is be irrelevant.

      Start by prioritizing buyers who show high intent signals first because they’re most likely to purchase in the shortest amount of time.

      A high intent signal highlights a buyer’s active interest in your solution.

      Did they recently download an e-book or join a webinar? Did they click on your website’s pricing page? Did they book a meeting or demo? These top-of-funnel actions demonstrate higher intent to purchase a product like yours — and you need to engage with them as soon as possible so you don’t miss out to a competitor.

      The way you engage with prospects as they interact with your brand widely determines your success in moving them down the sales funnel. Make sure your engagements are relevant and timely.

      3. Onboard, train, and coach teams using up-to-date practices

        To exceed buyer expectations in the modern sales world, you must periodically revisit your sales playbooks.

        As a revenue leader, it’s your responsibility to build a relevant structure and process for reps to follow.

        Aim to hire reps who relate to your target audience, are flexible enough to adapt to customer behavior changes, and are open-minded about what tools they use.

        Don’t forget to regularly coach and train your team on new processes (both internal and external). The top revenue teams refresh their processes every six months or so to stay educated on product and industry changes. They maintain strategic enablement processes, as well as partnerships across the company.

        Perhaps most important, they rely on modern technology that helps them scale at a rapid pace. Even the most sophisticated revenue teams need support from a platform that gives them critical information they need, exactly when they need it.

        Use data to engage buyers more effectively

        The top revenue teams are now using a data-driven approach to increase their sales pipeline and improve customer engagement through more personalized strategies.

        Interested in diving in further on how you can keep pace with market trends and improve your sales strategy using data? Check out our latest on-demand webinar where revenue leaders from 6sense, Blackline, and Outreach shared their insights for succeeding in today’s digital world.