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Collecting Inbound Sales Data – Where do I  begin?

Posted by Patty Cisco, MBA, Principal on March 24, 2017     Sales Enablement

Do you currently collect data on your customers and potential buyers? Do you know what to do with that data once you receive it? Do you have a grasp on what kinds of data are the most important to collect?

Inbound sales revolve around data. Without it, inbound digital marketing does not provide sufficient results. Data can tell you everything from your ideal buyer to what information each customer would be interested in receiving to how users interact on your website and more. Collecting the right data is what drives results.

How Do I Collect Data?

If you’re just now starting to collect data, you may be wondering, “Where do I even start?”

The easiest way to begin collecting data is on your own company website. The early stages of a potential customer’s buyer journey start with searching for a solution to a problem, with 72% claiming to turn to Google during this research phase. Use this to your advantage.

Your buyer is looking for resources, education, research data – anything that can give answers to their problem(s). You can be the best resource for their issues. Through creating eBooks, blogs, webinars, and more, gain the potential buyer’s trust through your intimate knowledge of their problems.

When potential customers look for answers to their problems, provide them with the information they need – once they give you a certain amount of data, of course. Depending on your needs, you can ask for the lead’s name, company, email address, business title, phone number and more. Be sure to place all this recorded data in your customer relationship management system (CRM) for easy future access.

I Have Data. Now What?

Once your lead has generated data, use it to its full potential for lead nurturing. According to a report by DemandGen, nurtured leads produce a 20% increase in sales opportunities vs. non-nurtured leads. Lead nurturing is a vital step that can’t be missed if you want to prevent your potential customers from going to your competitors.

Are you using lead nurturing properly? Find out with our interactive quiz!

Lead nurturing can be as simple as reaching out to a Marketing Qualified Lead with an automated email that may pique their interest.

How do you know what attracts them? From the data, of course!

What eBook did they download? Which social media posts are they responding to? What is their business title? Use this data, as well as industry knowledge, to move your potential customer down the sales funnel.

While not everything you send will interest your lead, be sure to learn from those mistakes. Continue to collect data to improve future lead-nurturing attempts. Remember: The longer the sales cycle and the more expensive the product, the longer you will need to nurture the lead.

Still unsure how to collect data? Do you have data but don’t know the proper way to incorporate it into a strong lead-nurturing program? Take advantage of Marketing Essential’s free, personalized, 30-minute consultation. Let us help lead you to success!

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