How Dreamdata helps B2B Sales teams close more deals
Attribution continues to be closely associated with marketing. But the reality is that it’s not just marketers who stand to gain from attribution; especially in the world of B2B.
B2B revenue attribution can bring benefits to the whole go-to-market organisation. By revealing every touch on the buyer journey, Sales, CS and Marketing can all use attribution to build and repeat success.
At Dreamdata, we’ve doubled down on making attribution a tool for the many, not the few. And in this post, we’re going to show you how Dreamdata can take your sales to the next level. Here’s what we’re covering:
Know what’s hot with demand data
Hyper-personalisation with Customer Journey mapping
Using data to fine-tune personas
Align with Marketing like never before
Get on top of your performance
Know what’s hot with Demand Data?
If there’s one thing every Sales team can benefit from it’s knowing which accounts in their portfolios are heating up.
Have leads clicked on retargeting ads, browsed a blog, or visited the pricing page? Then it’s likely the account is 🔥.
Just think about the amount of time the average B2B Sales Rep can save with this data ready at hand. No more going through your pipeline on your CRM and sending mails to leads who may have cooled down… or worse.
Speaking of CRM data, you might be interested in this post on the 6 most common causes of CRM data.
Well, the good news is that demand data is the key to unlocking these details. With demand data you will know when and where your leads are active.
What is Demand Data?
But first thing’s first: what is demand data?
Demand data is first-party data showing high customer intent. This data can be on-site activity, activity on other channels, and/or activity in the product (free/lower tier). Learn more about intent data here.
Why is demand data useful? In short, demand data can be used to know which leads in your portfolio are the hottest. In other words, which are closest to being closed as won.
For too long Sales Reps and Account Executives have been relying solely on email responses, read receipts, or weak IP-look up signals for assessing how active an account is. The result of this has been significant time wastage on poor leads, and thus lower close rates.
Demand data from across the entire go-to-market tech stack solves this. It gives Sales teams the data they need right to close those accounts which are active and drop those that aren’t.
To put it another way, demand data can help Sales teams sort the wheat from the chaff, and in so doing, help sales teams meet (and supersede) their quotas.
Activating demand data
Ok, that’s all well and good, but how do you get your hands on-demand data?
Great question.
Here’s how we do it at Dreamdata:
First the data. Dreamdata’s revenue attribution platform collects data from across the go-to-market tech stack. This includes all the tools on the Sales, Marketing and CS stacks, as well as on-site tracking, and product-based tracking - for those working with product-led sales.
It then transforms and models the data to enable analytics and attribution reporting on all the touchpoints an account makes in its customer journey.
In this way, the B2B Revenue Attribution Platform recognizes that B2B deals are closed through months-long team efforts consisting of quality ads, thought-provoking content, impactful product demos, and killer sales meets. Without a B2B specific tool this is virtually impossible, see more on B2B attribution here.
Then we move on to the activation. That is, getting the data to where we want to use it. Find out more about data activation with Dreamdata here.
To activate the clean and ready demand data, Dreamdata uses Hightouch - a reverse ETL tool - to send the data to each Sales Rep’s Email and Slack groups.
Which means, Sales Reps have the data right at their fingertips.
At Dreamdata we have a daily message delivered at 9am to our Sales Reps.
Do you want to give Dreamdata’s Demand Data a try? Give us a shout.
Hyper-personalisation with Customer Journey mapping
Dreamdata offers an end-to-end customer journey map. This dashboard shows the journey of each account as they make their way through the pipeline.
The interactive touches show you what content your account (and user) has consumed and what pages they’ve visited. For a Sales Rep this means a gateway to highly personalised outreach.
Let’s take a closer look.
Timing of outreach
For starters, it means you can time your outreach perfectly. Instead of the spray and pray approach Sales Rep’s rely on when working only with their CRM, the Customer Journey dashboard shows exactly when a touch has taken place and what that touch was. Meaning you can time your outreach to land after particular activity.
Knowing what your account is up to and when also means being able to determine when to cut a lead loose. Here Dreamdata offers the average time to revenue metric which gives you an overview of how long your average customer journey takes - in total and by deal stage.
If a lead isn’t reacting to your (perfectly timed) outreach and has gone beyond the average time to revenue, you know they’re ready to be closed as lost.
More about the Time to Revenue metric here.
Personalised messaging
Similarly, going into conversations without a clear picture of how the account came through the funnel and what they’ve interacted with can make it very difficult to adequately tailor the conversation - whether this is an email or a demo call.
Once you’ve revealed what your lead has been up to, you can mould the discussion accordingly. Making the most out of the benefits.
Let’s use a hypothetical example. A number of contacts within an account may have read a blog post on one of your product’s features. They also attended a webinar on the same topic, and looked at the same product feature page on your site.
Not only is this feature going to be the segue for your conversation, but you’re also going to assume some knowledge on their part, meaning you can dive deeper into some of the less well-known details of this feature and how this interacts with other killer features. In short, with what in effect should be a much more qualified lead, you’re going to be closer to closing the deal.
Using data to fine-tune personas
Nailing your persona, or ‘Ideal Customer Profile’ (ICP), is a make or break for any Sales team. After all, virtually all your activities rest on targeting the right persona. Fail to get this right and you’ll be closing next to no deals.
Getting it right requires quality customer data. Something which at present is lacking for too many B2B Sales teams. Instead, the process for arriving at an Ideal customer/persona is based on weak or no data.
Granted, over time a data-deficient process might get you to the ideal customer profile and persona. But accurate data will get you there faster 🚀
Note, even with data, it becomes more accurate the more there is, so if you’re a start-up you’re still going to be relying on assumptions initially.
By collecting data from across the B2B go-to-market tech stack, Dreamdata builds rich account (and user) profiles, enabling a data-driven ICP process.
Here’s how we built (and continue to optimise) our ICP:
First we identify the customers that generate the most revenue and are benefiting most from our product. Here we look at the ones with the highest LTV for generating most revenue, and, both activity level and customer feedback to see how much they’re benefiting.
We then compare the characteristics these accounts share in common - think industry, tech stack, size.
From this, we then go to the user (stakeholder) level. Who within the account has had what touch, who was our champion, etc. And again, compare this against all our top customers.
Low and behold, we have our ideal persona 🎯
Align with Marketing like never before
Sales and Marketing alignment is proven to enhance revenue generation, customer retention and win rates.
Yet the remedies prescribed by thought-leaders for aligning these teams largely fail to tackle the most fundamental obstacle to alignment: data.
Data silos produced by the tools sitting in the teams’ tech stacks make it impossible to really align.
Without a single source of truth, unified customer journey, or common measurement, Sales and Marketing can’t work more cohesively.
Dreamdata’s B2B Revenue Attribution platform offers the solution.
Revenue attribution achieves the holy grail of linking all activities to revenue and pipeline generation. A single source of truth No more squabbling over the quality of leads or impact of efforts.
So, if you really want to gain the many benefits that come from Sales and Marketing alignment, leave the desk swapping and meeting sharing to one side and focus on getting your data sorted out with B2B Revenue Attribution.
Get on top of your performance
So far we’ve focused on the customer data Dreamdata collects and ignored the attribution part of the equation.
At its core, attribution is about learning what’s working and what isn’t. In having all revenue-generating touches thrown into the modelling, you can begin to unpack where your activities might be falling short.
Let’s say an account goes cold and your emails and calls are going unanswered. Yet the account eventually reheats, seemingly out-of-the-blue.
Through the revenue attribution modelling, you can identify that it was in fact a retargeting ad that revived the account. You want to be seeing and accounting for these episodes. If it reoccurs, you might want to evaluate whether it’s your activities that are leading accounts to go cold.
Ultimately, you want to be using these analytics to optimise every aspect of your activities, so that you can close more deals and hit that elusive quota!
At a higher level too, you also gain insights into your performance by segment. Which helps management better assign and forecast quotas.
Conclusion (TL;DR)
Attribution and Sales are not two words you normally see in the same sentence. The assumption is that Attribution is a marketer’s game. But that assumption is wrong.
Attribution, especially B2B revenue attribution, is a game-changer for the entire go-to-market team.
In this post, we’ve shown you how Dreamdata can be used to help B2B Sales teams close more deals and supersede their quotas.
Specifically, we looked at 5 use cases.
1) How demand data - first-party user activity data - can be used know which accounts are hot. Dreamdata delivers this straight to the Sales Rep’s email and Slack; saving tons of time and edging you closer to sealing the deal.
2) How Dreamdata’s B2B Customer Journey map can be used for hyper-personalisation, both in terms of timing your outreach and tailoring your messaging. No more blindfolded demos and generic outreach.
3) How clean B2B customer data can be used to fine-tune ICP and personas. Looking at what your best customers have done and what they have in common.
4) Why our Revenue Attribution platform helps align Sales and Marketing like never before by offering a single source of truth.
5) How to get on top of your performance with revenue analytics. Know what is and isn’t working and when.
Do you want to give Dreamdata’s Demand Data a try? Give us a shout.
Not using Dreamdata yet?
Already a Dreamdata customer?
Give these use cases a try by inviting your Sales team to the Dreamdata platform - see how here.
