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Maximize Your Pipeline Efficiency

Harnessing the power of data is essential for success in the dynamic landscape of B2B sales and marketing. Innovative go-to-market leaders use first- and third-party data sources to inform where a company stands in the buying process. However, where you source this data can vary depending on the industry, company size, and specific needs.

The sheer number of data sources available can be overwhelming, so to get you started on your data-driven journey, here’s a list of the top ten common data sources utilized in B2B sales and marketing:

1. CRM (Customer Relationship Management) Systems

Platforms like Salesforce, HubSpot, and Microsoft Dynamics allow businesses to track customer interactions, manage leads, and monitor the sales pipeline. A CRM is the cornerstone of data because sales happen here, and all the data sources are connected to revenue and specific customer outcomes. An accurate CRM offers a comprehensive view of customer data, enabling sales and marketing to personalize their campaign efforts, tailor messaging, and effectively target specific accounts based on past interactions and preferences.

2. Marketing Automation Platforms

Marketing automation platforms centralize contact data so that marketers can ensure consistency and accuracy, enabling them to segment and message based on behavior, engagement level, and other criteria. Tools such as Marketo, Pardot, and HubSpot Marketing Hub help automate marketing tasks, support baseline marketing attribution, and provide insights into lead and sometimes account behavior. By leveraging data effectively, marketers can create more engaging and relevant experiences for their audience, drive higher conversion rates, and ultimately achieve their pipeline objectives.

3. Website Analytics

Website analytics significantly improves the sales process by providing valuable insights into visitor behavior, preferences, and interactions with the website. Platforms like Google Analytics provide data on website traffic, user behavior, and conversion rates, helping businesses understand how leads interact with their online properties. However, Google Analytics does not tie this valuable data to specific accounts or personas, making it directional for marketing but less impactful than attributed data in a marketing automation platform today.

4. Email Marketing Software

Email marketing software data provides insights into recipient behavior and campaign performance on the contact level. Solutions like Mailchimp, SendGrid, and others offer insights into email open rates, click-through rates, and engagement metrics, helping marketers gauge the effectiveness of their email campaigns. Though this information is not directly tied to the CRM to specific leads or accounts, you can set up a process to aggregate this data into a BI platform to help inform account or lead engagement in the sales process.

5. Social Media Account Activity & Topics

In addition to the native analytics within platforms like LinkedIn and Meta, there are various options for monitoring and understanding customer (or competitor) data on social media and monitoring tools like Hootsuite or Sprout Social track engagement across multiple platforms while social listening tools like Brandwatch track conversations and keywords related to your industry or service. By leveraging these social sources, you can identify relevant topics to engage buyers and build better relationships.

6. Data Enrichment Services and Sales Intelligence Tools

Data enrichment or sales intelligence tools enhance the sales process by enhancing lead profiles, targeting and segmentation, prioritizing leads, streamlining the sales process, and supporting account-based selling initiatives. Companies like Clearbit and ZoomInfo provide data enrichment services, supplying additional information about leads and prospects, such as job titles, company size, contact data, technographic data, and firmographic data. By leveraging this data, sales teams can better understand their prospects and deliver more personalized and relevant communications – ultimately driving higher conversion rates and revenue growth.

7. Account-Based Marketing (ABM) Platforms

ABM platforms like 6Sense and RollWorks enable businesses to personalize marketing efforts for specific target accounts, providing insights into account engagement, interactions, content, and messaging effectiveness by segment and persona. They provide first-party web data and third-party account intent data that help companies understand when accounts that fit your ICP could be in the market for your solution.

8. Sales Call and Meeting Analytics

Tools like Gong and analyze sales calls and meetings, providing insights into conversation patterns, objections, and deal progress. By learning from and capitalizing on these insights, sales teams can enhance their effectiveness and drive more qualified pipeline opportunities.

9. Sales Enablement Tools

Sales enablement tools like Apollo, Outreach, and enterprise-grade Conquer provide insights into the sales process, including customer interactions and responses. This data can include information on sales outbound channel engagement, conversion rates, sales team productivity, and content effectiveness, allowing sales teams to make data-driven decisions to optimize their sales strategies and drive revenue growth.

10. Marketing Attribution

Marketing attribution tools like Bizible and Full Circle Insights help businesses understand the impact of various marketing touchpoints on the sales process. By attributing revenue and conversions to specific marketing channels and campaigns, companies can optimize their marketing spend and strategies for maximum ROI.

By using these diverse data sources to your advantage, businesses can gain valuable insights into the B2B buying process, understand customer behavior, and effectively engage with prospects at various sales pipeline stages.

B2B Data Strategy

In today’s rapidly evolving digital landscape, the significance of data cannot be overstated—it’s the foundation upon which successful B2B endeavors are built.

As an ABM and RevOps agency, RenderTribe firmly believes in prioritizing outcomes over mere concepts. Our values center around achieving tangible outcomes, not just thinking about them. If your business is struggling with the complexities of modern data, you’ve come to the right place. We’re here to help you tackle B2B data challenges and be a reliable partner in your journey.

Get in touch with us today to start your path toward success with the help of data.

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