No-one likes making (or be on the receiving end of) an irrelevant sales call.
Much of it is down to the data that organisations hold on you.
If it is out of date or inaccurate then it leads to situations where your bank tries to sell you a mortgage when you’ve already moved or where direct mail begins with the wrong first name.
So, in a bid to help out beleaguered cold callers, marketing execs and customer service reps – and with a knowing head nod to Dr Maslow – we’ve created a Salesperson’s Hierarchy of Lead Data Needs.
As you ascend the pyramid and collect more information about each prospect or customer, you’re more likely to have a relevant engagement.
There are more options than ‘contact details’
Contact details: This is the most basic element of a customer profile. It constitutes a name and email address or telephone number. This is the bare minimum needed to have a relevant customer engagement.
Firmographic data: Firmographic data refers to information such as a job title, name of company the lead works for and the sector or industry. Other derivative information might also include the revenue band of the company, the size of the company, where it is based and so on.
Product holding data: The volume and variety of this data completely depends on the type of business. However, anyone looking at this will know not just the lead’s contact details and the profile of the company they work for but also what this customer has previously bought.
Interaction data: Interaction data is most commonly held in the form of a lead score, a cumulative figure based on the number of engagements with a company’s website or email program. If you’ve had lots of engagements, you’ll have a higher score. This can be captured and updated in your CRM system by marketing automation tools such as HubSpot, Pardot and Marketo.
Interest data: Interest data refers to the interests of a customer or prospect. These can be gleaned and inferred from sources such as their social media profiles or more accurately their content consumption on your site.
The content we read, be it blog posts, white papers or product pages, are all highly indicative of our current and emerging needs and interests. Content marketing technologies are able to track each prospect or customer’s reading arc and infer their interests from it.
By following The Salesperson’s Hierarchy of Lead Data Needs it is easier than ever now for organisations to be armed with the right information to make a successful sales engagement.
So, the next time you are on the receiving end of an irrelevant call (or email), just point them to this article!
By Andrew Davies, the CMO and co-founder of Idio