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How Data Analytics Can Boost B2B Sales
Blog / Technology Insights / May 25, 2019 / Posted by Daniel Matthews / 8930

How Data Analytics Can Boost B2B Sales


The consumer market has flourished amid the growth of advanced data analytics technology and machine learning. These innovations have opened endless possibilities for information. As these new technologies have found their place in all things data, including marketing, sales, and any other data-driven industry that exists, we have seen a shift in the way businesses approach obtaining and analyzing information.

While there are many more data points for B2C sales (given the ratio of businesses to consumers), there are still a significant number of interactions that occur between businesses from which to gain insight. All of this data can be used throughout product creation to find ways to improve the B2B experience, as the use of data to improve efficiency is bound to have a beneficial outcome for everyone.

Data Analytics in Business Strategy

No matter the intended audience, data analytics can revolutionize business strategies on many different levels with the insight it provides. Whether this be through product development, supplier tracking, or price optimization, the benefits that stand to be gained through data analytics are highly valuable.

While successful businesses have always been driven by extensive knowledge and the quick application of it, data analytics now offers a level of foresight that could otherwise only be offered through years of experience. Machine learning algorithms remove human error and emotion and simply use performance-driven data to form conclusions about what the best decisions may be for a business at any given time.

However, sometimes, an effective business strategy simply relies upon addressing the most basic business needs in the most successful and efficient ways possible. This helps ensure that everyone’s needs are being met, both internally and externally.

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In any business, customer service and sales are essential parts of getting and maintaining customers. Businesses often use call analytics to help screen calls and direct them to the proper departments, removing a step for customer service reps. Once the call is transferred, supervisors can assess where their staff’s weaknesses are and train them to excel in these areas. The data helps management understand what exactly is needed to maximize customer satisfaction.

By gauging the strengths and weaknesses of your team, you can structure your workplace to enable employees to help each other best. You can then use training tools that will give them each a chance to record how they’re doing. Next, you can reassess their performance data a few weeks later to determine whether they’ve improved and what they can do to improve in the future.

For businesses that rely on phone service to meet sales or customer service goals, data can be used to analyze metrics regarding customers, what works well, and what doesn’t. This can help customer service teams determine what their best lines, leads, or questions are. This enables them to adjust procedures to be more uniform. As a business, more efficient customer service and sales can potentially cut costs, as you will cut back on the time you spend in conversations that aren’t leading to conversions.

Reaching Customers Through Data Analytics

Other benefits of data analytics include better insight into customer reach, potential customer trends, longer and more positive customer relationships, and improvements in marketing decisions. These opportunities and decisions often come from the data analysis process that offers clarity to marketers regarding what is proving movement among customers.

The many insights gained through data analytics have caused more decisions to be made through data-backed insights. As a result, more resources have been used to facilitate this. According to Villanova University, “More and more chief marketing officers are allocating more money to market analytics, with the average American business allocating 6.5 percent of its marketing budget to analytics.”

Big data, data analytics, and machine learning all play a valuable part in customer satisfaction through smart decision-making that gives customers what they truly want in a product and from customer service. This provides businesses with the edge they need to move forward with the best information about their customers for their products.

Data Analytics Boost B2B Sales

Although there is an extensive amount of valuable data that can be found through data analytics, the most difficult aspect of using it is not knowing how to analyze the data or which data sets to pull from. There are several types of data that can be used for various purposes, and knowing exactly what you’re looking for with the data can help you figure out what to do with it.

Predictive analytics uses past data as well as real-time information to determine potential future outcomes. By seeing how variables may affect data, businesses are able to make educated decisions. This can help them reduce waste in the process of arriving at their final product by decreasing the number of errors they may need to encounter.

Businesses can use data analytics to track the products they are selling at high rates in order to find common denominators. By analyzing the data for in-demand products and services, companies can get a better feel for what makes their hit products successful and determine how they can make more of those. This can help increase B2B sales for companies as they provide more popular products for their partners.

Data analytics is a complex science that requires an in-depth understanding of data points, computer science, and machine learning. However, companies who invest in data analytics and allow the information and data points to drive their decision making are likely to see improvements in B2B sales.

While it may seem scary to let technology take the wheel of your business, this is not necessarily what you’re doing. Instead, the technology is behaving as a trusted consultant that provides information to help inform your decisions. While it’s important to take this knowledge into consideration, business owners must use their own judgment and decision-making skills to come out on top.

About Author

Daniel Matthews is a freelance writer from Boise, ID who has written for Social Media Today, Switch and Shift, Triple Pundit, and Jeff Bullas, among others. He specializes in company culture, sales and marketing, as well as tech, with a sprinkle of anything super-interesting in the world right now.


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