The Winning Formula for Accelerating Revenue in Mid-to-Large Businesses

By Matt Klepac, Vertify CEO and Founder

With the constant pressure and focus on accelerating revenue growth for mid to large businesses, revenue teams are looking to expand their total available market. While many traditional sales tactics still hold value, deploying traditional sales tactics alone and ignoring the power of data is a recipe for stagnation.

Here is some statistical food for thought…

• Due to poor data practices, only 33% of inside sales rep time is spent actively selling.
• With poor data habits, sales reps can spend up to 40% of their time looking for somebody to call.
• Personalized emails achieve an impressive open rate of 29% and an outstanding click-through rate of 41%.

The good news? Combining revenue-focused data management with new forms of sales engagement creates a potent force multiplier, amplifying your sales efforts and significantly accelerating revenue.

By accompanying revenue-focused data practices – the likes of which solutions like Vertify provide – and new forms of sales engagement, mid-market and enterprise businesses gain entry into new markets. So, how do you increase your total available market share, while increasing efficiency of your sales process, and reach more buyers with a limited increase in budget? Let’s dive in!

What do B2B Buyers Actually Want?

80% of B2B business purchases are impacted by a client’s customer experience, with just 20% of B2B buying decisions related to price or specific product.

B2B buyers, especially in mid-to-large businesses, have nuanced needs and expectations. While the specifics may vary depending on your industry and offerings, here are some general desires shared by many B2B buyers:

Understanding and Value

• Show you understand their business: Demonstrate awareness of their industry, challenges, and goals. Don’t just pitch a product; show how it solves their specific problems and contributes to their success.
• Prove your expertise: Establish yourself as a thought leader and trusted advisor through valuable content, case studies, and industry recognition.
• Offer transparency and ROI: Be upfront about pricing, value proposition, and expected outcomes. Quantify the impact your solution will have on their bottom line.

Engagement and Experience

• Personalization: Avoid generic communication. Segment your audience and tailor outreach based on their needs and preferences.
• Human connection: While automation is valuable, don’t forget the importance of genuine interactions. Invest in building relationships with key decision-makers.
• Seamless experience: Make the buying journey smooth and frictionless. Offer self-service options, clear communication, and responsive support.

Efficiency and Trust

• Speed and agility: Respond promptly to inquiries and move deals forward efficiently. Delays can frustrate buyers and lead them to competitors.
• Data-driven insights: Share data-backed evidence and case studies that showcase the effectiveness of your solution.
• Security and reliability: Assure buyers that their data is secure and your solution is reliable, especially in critical business areas.

Remember, B2B buyers are people too. By understanding their needs, building trust, and offering a valuable experience, you can position your business as the ideal partner for their growth.

Why are mid-to-large businesses primed for this transformation?

• Data deluge: These businesses often have vast troves of customer data, but lack the tools and strategies to utilize it effectively.
• Sales complexity: Multi-layered buying journeys and diverse stakeholders demand a more nuanced approach than generic phone outreach.
• Technology adoption: Increased awareness and resources make integrating data-driven solutions more accessible.

So, how does this data management and sales engagement power couple work its magic? Data management plays a crucial role in achieving many successful outcomes, but let’s focus on the three critical elements I mentioned above: personalization, human connection, and seamless experiences. 

Personalization

• Segmenting your audience: Healthy and trusted data helps you group prospects based on various attributes like demographics, firmographics, purchase history, website behavior, and social media interactions. This allows you to craft targeted messages and offers that resonate with their specific needs and interests.
• Dynamic content and recommendations: The most progressive enterprises use data to dynamically personalize website content, emails, and landing pages based on individual profiles. They can recommend relevant products or services based on the user’s past interactions and browsing behavior.
• Predictive insights: Data analytics can be leveraged to predict future needs and preferences. Businesses can now truly proactively reach out with solutions before prospects even realize they have a problem, creating a sense of anticipation and value.

Human connection

• Identifying key decision-makers: World class data practices can analyze data to identify individuals with the most influence within a company. This allows enterprises to focus their efforts on nurturing relationships with these key players.
• Conversational intelligence: Using data from past interactions to tailor sales conversations, referencing specific pain points and interests identified through the user’s purchase history and website behavior is a must.
• Sentiment analysis: In today’s buying cycle, you must analyze customer feedback and social media mentions to understand their emotions and concerns. This allows you to address their individual needs with empathy and personalization.

Seamless experiences

• Omnichannel consistency: Data helps enterprises ensure consistent messaging and experiences across all touchpoints, whether online, on social media, or through email.
• Self-service options: Businesses can use data to personalize self-service portals with relevant information and support resources based on individual needs and past interactions.
• Proactive communication: Enterprises can analyze purchase history and predict potential issues before they happen. They offer proactive support or troubleshooting solutions, demonstrating attentiveness and care.

Remember, data is just a tool. While it empowers personalization and efficiency, it shouldn’t replace genuine human connection. That said, it should propel better and more trustworthy human connections while creating enhanced efficiencies in your business. Ensure your outreach feels authentic, and build relationships around shared goals and values by tapping into data automation techniques that are built for sustainability and accelerating revenue.

How Does Sales Engagement Help With Accelerating Revenue? 

Sales engagement platforms such as Salesloft play a key role in personalizing outreach, optimizing interactions, and automating repetitive tasks, leading to better connection with prospects and, ultimately, more closed deals. 

Personalization

• Dynamic email sequences: Craft unique email journeys for each prospect based on their data points (i.e., industry, role, interests, etc.). Tailor the content, offer solutions specific to the prospect’s pain points, and use their preferred communication channels.
• Social media engagement: Track prospect activity on social media and identify topics relevant to the prospect’s interests. Reach out with personalized messages that spark genuine conversations and showcase understanding of their needs.
• Real-time insights: Sales engagement platforms integrate with CRM and marketing data, providing real-time updates on prospect behavior (i.e., website visits, content downloads, etc.). This allows sales reps to personalize outreach based on the prospect’s latest actions and interests.

61% of consumers prefer to be contacted by brands through email. (Statista)

Optimization

• Data-driven call scripts: Analyze past conversations and successful deals to identify effective messaging and approaches. Equip reps with data-driven talking points tailored to specific prospect pain points and company information.
• Automated objection handling: Anticipate potential objections based on prospect profiles and industry trends. Equip reps with pre-written responses and data-backed evidence to address concerns effectively.
• Meeting insights and analytics: Track meeting engagement, analyze recordings, and gather feedback. Use these insights to refine presentations, personalize future pitches, and optimize lead engagement during conversations.

Automation

• Repetitive tasks: Automate emails, follow-up sequences, and social media interactions for tasks like initial outreach, thank-you messages, and meeting reminders. This frees up time for reps to focus on high-value activities like building relationships and customizing proposals.
• Data entry and reporting: Eliminate manual data entry by automatically capturing prospect information, interaction details, and meeting outcomes. This allows for accurate reporting and better analysis of sales performance.
• Lead qualification and scoring: Leverage data to score leads based on their engagement level, website behavior, and firmographics. This helps reps prioritize the most qualified leads and allocate their time efficiently.

The Combined Impact

Ultimately, sales engagement platforms act as a bridge between data and communication. They empower reps with the insights and tools needed to personalize outreach, optimize interactions based on data, and automate repetitive tasks. This combination not only boosts sales velocity but also fosters positive relationships with prospects, leading to a more satisfying customer experience and long-term success.

It is this bridge between data and communication that makes the combination of revenue-focused data solutions and sales engagement such a wonderful combination for midsize and enterprise companies. 

Expanding into new markets and accelerating revenue rapidly requires robust data management, personalized engagement, and streamlined processes. Fortunately, the combined power of a solution like Vertify and Salesloft can equip your enterprise with the tools and insights needed to achieve these goals. 

Vertify’s Data Management Edge

• Global data coverage: Vertify’s comprehensive databases cover businesses across various regions and industries, providing valuable insights into potential customers in your target markets.
• Data enrichment and verification: Ensure the accuracy and completeness of your prospect data with Vertify’s verification and enrichment capabilities. This minimizes wasted effort and ensures you reach the right decision-makers.
• Compliance and security: Vertify prioritizes data compliance and security, giving you peace of mind when expanding into new markets with varying regulations.
• Scalability: Vertify works from the SMB to the Enterprise, from manufacturing to financial services to healthcare and everything in between.

Salesloft’s Engagement Expertise

• Omnichannel outreach: Salesloft facilitates personalized communication across multiple channels like email, social media, and phone to connect with prospects in your new markets on their preferred platforms.
• Automated workflows: Streamline outreach processes with automated email sequences, follow-ups, and social media interactions, enabling your sales team to scale their efforts efficiently.
• Data-driven insights: Leverage Salesloft’s analytics tools to track engagement metrics, measure campaign performance, and identify areas for improvement, optimizing your outreach for each new market.

Synergy for Market Expansion and Accelerating Revenue

• Targeted prospecting: Utilize Vertify’s data to identify high-potential leads in your target markets and leverage Salesloft’s outreach tools to engage them effectively.
• Localized messaging: Tailor your outreach based on cultural nuances and market-specific insights gleaned from Vertify’s data, ensuring your message resonates with local audiences.
• Faster onboarding and ramp-up: Vertify’s accurate data minimizes wasted time on invalid leads, while Salesloft’s automation empowers your sales team to hit the ground running in new markets.
• Improved sales performance: Track and analyze engagement data from both platforms to identify what works best in each market, enabling continuous optimization and improved sales performance.
• The marriage of marketing and sales: With Salesloft’s recent acquisition of Drift and Vertify’s ability to connect data across the entire revenue stack, silos are a thing of the past. 
• Increased win rates: By targeting the right prospects with the right message at the right time, you close deals faster and more efficiently.
• Improved customer loyalty: Personalized engagements cultivate trust and build stronger relationships, leading to repeat business and referrals.
• Enhanced efficiency: Automating tasks frees up sales reps to focus on high-value activities, boosting overall productivity.

Final Thoughts

By embracing the data-driven sales engagement revolution, mid-to-large businesses can move beyond simply surviving to thriving in the competitive landscape. Invest in this winning formula now, and watch how you start accelerating revenue as you move into new markets and expand your available market penetration. 

Bonus tip: Remember, data and technology are powerful tools, but human connection remains crucial. Use data to inform your approach, but empower your sales team to build genuine relationships and provide exceptional customer experiences.

I hope this blog has inspired you to explore the potential of data-driven sales engagement. Are you ready to take the plunge? Click here to connect with Vertify today!