Keeping up to date with what Sales and Marketing trends to adopt in your company is already very important, but when this is associated with the use of data for both areas, it becomes essential.
Just know that 53% of the companies that achieved high commercial performance consider themselves to be adept at analytics, according to research by McKinsey.
Measuring results and developing strategies gained much more precision and quality when data entered the scene. Therefore, we brought you the main Sales and Marketing trends that your company needs to follow to continue following a data-driven path. Check out!
Sales and Marketing trends that your company needs to know about
1. Data quality
When we talk about data, quality is more important than quantity. After all, there is little point in collecting an impressive amount of inputs if only a small portion of them are actually useful for the company, strategically speaking.
The difference between companies that manage to win more customers and those that drown in data lies in the detail and precision of these inputs. The richer the base, the easier it will be to direct actions to sell more and better.
However, many companies are still moving slowly in this direction. To give you an idea, a global study of the Deloitte revealed that 71% of executives can ensure that only 50% of the information in their databases delivers good accuracy.
One solution to this issue is the data enrichment and hygiene. When cleaning them, your database will check all data to remove or update those that are incomplete, incorrect, poorly formatted, duplicated or irrelevant.
Already the enrichment corresponds to a process of integrating data with other databases to fill in the missing details.
Therefore, when combined with each other, these are strong Sales trends to ensure data quality capable of boosting your results.
2. Sales and Marketing guided by Artificial Intelligence
By 2030, the Artificial intelligence is expected to increase global GDP by 14%, according to a study by PwC. This percentage alone already tells us why AI is a strong trend. However, when applied to the Marketing and Sales universe, it gains even more importance.
Just know that three of the five main objectives of adopting AI in companies are oriented towards Marketing and Sales, according to Deloitte: improve existing products and services, create new offers and improve customer relationships.
Data intelligence applications equipped with AI are helping these areas to automate their routines while generating more leads and business opportunities. Among the advantages associated with this Sales and Marketing trend are:
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personalization of online advertisements;
- greater understanding of customer feelings;
- definition of which customers have the ideal purchasing profile;
- obtaining insights to direct more assertive sales campaigns;
- automation of content production.
3. Sales Intelligence
Sales Intelligence — or sales intelligence — can be defined as the range of technological solutions that provide data to the Marketing and Sales areas to help professionals discover, analyze, present and make use of Big Data.
This Sales and Marketing trend is a strong innovation proposal that involves the use of data science, a set of practices and technologies to facilitate the generation of insights.
A platform of this type is capable of continuously scanning the digital environment to gather relevant data and combine it with internal bases, such as CRM.
This technology also includes the trends already mentioned above: artificial intelligence and data quality. The first contributes greatly to predictive analytics about the market and sales. The second is the basis for the development of strategies to be accurate.
4. CRM as the center of the operation
O CRM is a system used to manage customer relationships, in which salespeople record information about the consumers they serve and want to serve, that is, suspects and prospects.
Although sales intelligence platforms represent a game changer for Marketing and Sales departments, maximum data quality can only be achieved when there is the possibility of integration with CRM.
After all, it is through these applications that the data produced by the company is crossed with information brought from external bases. Thus, it is possible to carry out processes such as data enrichment, which we have already discussed previously.
Furthermore, a CRM solution is crucial for managing all processes of the Marketing and, mainly, Sales teams.
Its position on this list of Sales and Marketing trends is justified because CRM:
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organizes salespeople's schedules;
- records the progress of contacts and negotiations;
- standardizes prospecting and sales approaches through pre-defined scripts;
- among other advantages.
5. Focus on personalization
When we combine all the Sales and Marketing trends in this list, we arrive at the closing item: personalization.
This position is justified by the fact that 76% of buyers expect more personalized attention from professionals these areas because they want to develop a relationship with the brand, according to a study by Demand Gen Report.
In its own way, each technology or strategy mentioned exists to deliver a unique approach to the future client, specifically targeted at their real needs.
However, the same study revealed that there is still a long way to go when it comes to using the insights offered by data, at least in the B2B market. In the end, 80% of these organizations leverage their customer data to personalize their outreach, most are unable to use these inputs effectively.
In other words, you can, for example, use data enrichment and Sales Intelligence to solve these obstacles.
Speaking of sales intelligence, it is also possible to see personalization from another perspective. This is because platforms based on this type of data technology usually allow the assembly of customized panels according to the company's needs and business objectives.
In a way, this is the basis for offering personalization to the customer, as it is these dashboards that will allow immersion in consumer data and, consequently, the fulfillment of their expectations in relation to the product, service and salespeople's support.
Which Sales and Marketing trend is your company ready to adopt?
The idea is that, increasingly, your company will be able to improve its processes based on today's most valuable inputs: data.
However, digital maturity is not acquired overnight. For a company to be able to extract valuable insights and guide precise and effective strategies guided by these Sales and Marketing trends, it is first necessary to improve the data-driven culture in teams and remodel internal processes to adopt them.
Once you have this understanding and commitment to the journey of using data, winning more customers and generating more business will become less of a challenge to become a reality. Knowing more about these data-based Sales and Marketing trends is already an excellent way to make this change.
How about updating yourself on data analysis?
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in business: a step by step towards a data driven culture in 2022
