New accountability expectations across sales and marketing departments, coupled with increased demand for online content, are changing the playing field for sales teams.

Although strong sales tools are important, heightened focus needs to be placed on changing the sales and marketing approach to better understand the prospect, and in turn, create a more personalized approach. How you connect with your prospects can ultimately have an impact on meeting sales goals.

The following are four key points you need to know to improve your sales approach.

1. Prospects know more about your company than your company knows about them

According to a recent study conducted by DemandGen Report, over half of B2B buyers make initial contact only after compiling a short list of candidates. Now more than ever, prospective buyers are doing their homework before making initial contact with a company.

How much do you really know about them, though? Understanding their preferences by identifying what whitepapers they've downloaded, which pages on the website they've visited, and how long they spent on each page provides insights into what they might be interested in, or what products or services they're looking for. If you aren't already tracking such information, or if you don't know what your buyer is interested in, you need to find out.

Customer relationship management (CRM) software is an important first step in better understanding how prospective buyers are engaging with your content. If you don't already have a CRM solution in place, consider it.

If you do, make sure you're maximizing the benefits by adding capabilities such as marketing automation software, which enables your team to more precisely measure what visitors are reading and downloading—ultimately resulting in stronger lead nurturing.

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ABOUT THE AUTHOR
image of Megan Myers

Megan Myers is account strategist at JPL, an integrated agency specializing in digital, B2B marketing, advertising, and internal communications.

LinkedIn: Megan Myers