Make Quality B2B Data, Not War

Author: Marshal

B2B Data Synchronization

Is your business experiencing the effects of b2b data proliferation?

Has quantitative data taken the place of qualitative data?

Is there a glaring line between your marketing and sales functions?

With an influx of data and the widening gap between marketing and sales, integration of these two functionalities is crucial for B2B industry. In fact, to fulfill the primary objectives of business like satisfactory customer experiences, accelerating sales revenue, and of course lead generation it is important to have a seamlessly functioning business system. While there are alternative solutions, we will focus on addressing the challenges of synchronizing data between Marketing and Sales.

Why Does Business Require B2B Data For Integration Of These Two Functions?

Right from the initiation of the marketing lifecycle- when data is collected/captured from various sources such as engagement, nurturing, tracking to the final stage where actual customer conversions take place, data is the key consistent factor. With the integration of data into businesses and combined efforts from both teams, results are bound to be positive. Communication in-flow if freely utilized breaks down barriers so that marketing and sales have aligned business activities.

What Are The Benefits Of Data Integration?

360-degree profiling: An integrated database provides a 360 degree view of the business across functions. Everybody in the executive marketing and sales teams can benefit from insights to provide better customer engagement, prospect nurturing, and revenue analytics.

Master database: Avoid decayed, duplicate, erroneous, redundant data by collating useful and updated information in a single master database. This not only makes data management easier but also helps the marketing and sales team to avoid some common data challenges.

Increase in efficiency: Data amalgamation saves time and energy with respect to data research, collection, and segmentation. Marketing and sales teams can access the required data from the same source without any disconnect. What more, an increase in efficiency results in higher profit valuation.

Data pool: With active engagement and customer satisfaction being the focus objectives of the business, data collected from various sources into a pooled depository helps the marketing and sales team to identify and track the right prospects globally.

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To Integrate Data Flow Between Sales And Marketing Follow This ABC Strategy And Improve Business Proficiency

A.  Identify Your Challenges

To unite sales and marketing teams, dig deeper into your business, and recognize the issues that are widening the data gap. Here are a few checkpoints:

• Are your marketing automation services and CRM systems inter-connected in real-time?
• Does your business follow a lead-nurturing strategy for genuine prospects?
• Are your marketing campaigns customized to meet customer requirements?

B.   Sync Marketing And Sales Data

Having distorted data will only result in major business pitfalls. By understanding delivery control over data, marketing initiatives can be easily integrated with sales campaigns. This results in enabling field mapping without major customization. With updated, clean, and appended lists managing data flow between the two functionalities brings positive results.

C.   Promote Customer Targeting And Nurturing In Your Campaigns

To achieve the best results, targeting the right customer is important. What is even more important is to nurture these potential customer and convert them into actual sales. Here are a few checkpoints that allow marketing and sales to measure their optimum potential.

• The marketing team by default, during research, does generate additional information and reports on prospects. If sales representatives are allowed access to this information there are better chances of personalized engagements that lead to sales conversions.

• Regular updates for ongoing campaigns, interesting client moments, and general notifications have to be given out by the marketing team so that sales reps can take a quick call and promptly reach out to leads.

• Sales reps should provide customer activity feedback to help the marketing team with their futuristic marketing campaigns.

Close The Sales And Marketing Gap

Data in-flow is a consistent activity for B2B businesses. Align sales and marketing to enhance customer experience and seamless business operations and track ROI.

Unhealthy, distorted, and redundant data can cause a serious impact on sales and marketing thus widening the gap. But good data and strong internal relations could increase business revenue by 66%.

Through a complex process, it can be taken up in phases as both functionalities rely heavily on quality prospect data for lead generation. In order to avoid un-yielding business outcomes start today by mapping continuous data improvement processes.

Our experts can offer solutions best suited for your b2b data marketing campaign. You can connect with us here.