Sales & Marketing Alignment:
Effectively Leverage Behavioral Data
Sales and marketing alignment continues to be a focus for any marketer with a direct sales team. The need to give sales visibility into what's working as well as what prospects are doing has never been more important. Thanks to advanced digital-marketing tools like web tracking and analytics, you now have easy-access to a bunch of behavioral data—right in our own marketing databases. Did your client or prospect watch a video? Download a PDF? Open an email? Visit a website? With Web tracking and analytics, easily track and respond to individual clients’ and prospects’ behaviors, and give sales direct visibility into those actions through CRM integration. See how you can better leverage behavioral data to establish and improve sales and marketing alignment.
With IBM Marketing Cloud, you can:
- Incorporate Behaviors Into Your Scoring Model—Behaviors will improve the accuracy of your scoring model, resulting in high-quality leads. When you have behavioral facts embedded in your model, in addition to demographics and firmagraphics, sales will be more confident about the leads they receive from marketing. Utilize IBM Marketing Cloud and gain multiple scoring model capabilities.
- Provide Behavioral Activities to Both Inside and Outside Sales Teams—Behavioral data ensures that your first contact with a client or prospect will be a positive one. By downloading IBM Marketing Cloud's budgeting and planning workbook, customers can easily integrate behavioral data from us––with your CRM system—making the information the center of each lead record.
- Use Behaviors to Enhance Nurturing Campaigns—Change the way you engage your customers and prospects. Based on the contact’s individual behavior, you can customize content and images of email or mobile messaging—taking the next step to nurturing your automation process. Utilizing IBM Marketing Cloud, you can easily leverage prospect behaviors to route and nurture programs geared towards igniting sales.