The days of reactive selling are over. Today, you Making Explicit can personalize your sales pitch by understanding the buyer’s behavior and journey better.
The better you know your lead, the more Making Explicit personal you can make your sales approach.
Ion’s Sell-Side Experience gathers information about Making Explicit a potential buyer. It takes data from interactive content and creates a visual representation that tells a story.
Quizzes, calculators, and assessments give you details about the buyer. You can use the interactive journey data to personalize a sales pitch.
Ion collects data from pages of interactive content before bringing that information together in a visual format. It is a service that enables you to be proactive about your sales process using actionable buyer data.
Unlike analytics, Sell-Side creates an actual timeline of the buyer’s interactive touchpoints and enables the salesperson to instantly see what the buyer did.
It provides explicit data about the buyer’s needs, priorities, budgets, and capabilities. It is unprecedented for the sales team to have such high-quality data that can be acted upon.
Real-World Examples of Buyer Timelines
Since this is an entirely new concept, I thought job function email list I’d share real-world examples of how Ion uses Sell-Side to align marketing and sales.
Hopefully, this will give you an idea of how Ion can generate high-value insights for your sales team. Keep in mind that the whole idea of Sell-Side is that it surfaces whatever data is of the highest value to you and your sales team.
These examples show what’s important for me to communicate to sales as Ion’s CMO.
For privacy reasons, I’m using my own buyer data as an example here. Each buyer’s timeline is automatically generated for them, a personal and specific reflection of their interactions. Buyer timelines are private and secure.
Sales Insight: Content Consumption
How a buyer consumes content over the course of their interactive journey can say a lot about their engagement and maturity.
Our sales team really gobbles up our white paper and e-book content consumption visualizations (like the one below).
Here you can see my personal buyer’s Sell-Side Timeline (on the left).
This screenshot shows what a salesperson would see when they looked at my timeline and clicked into my most recent touchpoint — a ‘consumption’ Sell-Side that shows how much of an interactive asset I consumed.
Some touchpoints in the buyer’s interactive journey may not be worth diving deep into. Sell-Side makes it easy to visually identify which ones are important.
Sell-Side makes it easy to visually disregard those by rendering them differently (without a rectangular screenshot). The idea is that it’s fast and efficient for salespeople to scan a Sell-Side Timeline and know what’s important.
Sales Insight: Quantitative Readiness
Calculators can provide some pretty incredible sales insights into fit and quality.
Budget, pricing, and solution calculators have obvious value, but our sales team also uses other calculators (like our value calculator, shown below) to help them understand fit.
Earlier in my buyer’s journey, I interacted with a value calculator. How and what I calculated helps sales understand my scale and needs as a potential customer.
Ion has several calculators in its interactive journey. Here’s a Sell-Side that shows how the buyer configured their solution and calculated their budget.
Knowing where buyers stand in terms of readiness and qualification helps sales engage with more relevance and specificity.
Sales Insight: Qualitative Readiness
Ion uses a lot of interactive self-assessments what are the differences between server virtualization and cloud computing? in our buyer’s journey. If you’re in a nascent market that requires education or nurturing a new concept, assessments are a great way to understand common needs, maturity, and readiness across your universe.
Our ‘program builder’ helps buyers set their priorities, and the Sell-Side of that experience helps our sales team understand which buyers have priorities that align with our solution.
Assessments generally provide a treasure trove of potentially valuable data. As you can see in our Sell-Side for our program builder, sales are provided with a clear roadmap of the buyer’s priorities.
Sales Coaching: What It All Means
Often, just visualizing how a buyer gambling data responded isn’t enough.
In those cases, our Sell-Sides are augmented with highly specific sales coaching that helps the salesperson better understand the context and meaning behind responses.
Everything you see below is personalized, answer-specific sales coaching.