Though there are many channels now through which customers interact with brands, email remains deeply embedded in our day-to-day. There are 4 billion email users daily, which is why ROI for email marketing stands at $36 for every $1 spent.
And yet, though email marketing remains an excellent way to generate, nurture, and convert B2B leads, focus on email content has faded into the background for some brands. Why?
The problem isn’t that no one is using email anymore, but that email marketing strategies simply lack the insights needed to influence buyers to take action. However, a sales-driven strategy powered by the latest sales insights can help marketers create email campaigns that align with today's buyer behaviors.
Utilizing data-driven, actionable insights is essential to make more informed decisions that lead to sales success. Unfortunately, there is still often a large gap between the data used and shared by sales and marketing teams.
However, using data analysis, sales leaders can guide their teams and share their insights with marketing to enable more personalized and effective outreach. In other words, utilizing sales data that better understand buyer behaviors and trends allows sales and email marketing to reach the right lead at the right time with messaging that resonates.
What are sales insights? When we discuss data, we are talking about the raw information about sales activities, such as when and where consumers are buying and patterns in buyer behavior. Sales insights are then the understandings and interpretations derived from that data. The data can be seen as the “what,” and the insights are the “why.”
These insights are important because they provide brands with a roadmap that guides them as they develop and refine their strategies. This includes sales strategies and marketing strategies, such as email marketing campaigns.
Sales insights can help better understand what drives revenue, allowing strategies to be improved to yield the best results. These insights also show where things are failing so that changes can be made and resources can be channeled more effectively. This, in turn, helps brands drive more sustainable growth and maximize their ROI.
Some examples of tools and resources to gain sales insights include:
Below are some of the top sales insights to focus on that can help you improve your sales and email marketing:
If your email campaigns aren’t quite hitting the mark, you could lack data-driven insights. Your sales team likely has selling tips that your marketers can use and insights gathered from doing their own market research that can improve your marketing efforts.
At Cogo & Co., we have experience helping sales and marketing teams align their goals and processes to improve lead generation and drive revenue. This includes assisting brands in developing more effective sales-driven email campaigns.
To find out how your email marketing is working, take the Cogo Growth Readiness test and get your score. Schedule a free consultation to learn more about how we can analyze your email marketing, boost conversions across every stage, and accelerate growth for your business.