Contextual sales conversations are an important part of rapport- and relationship-building in B2B sales. 70+% of customers expect in-depth personalization, and businesses that have implemented a personalization strategy have exceeded their revenue goals. Marketing automation can be used to support sales teams in creating contextual sales conversations and customizing the buyers' experience.
Contextual sales conversations focus on customization, allowing sales reps to reach out when they know leads are ready, armed with the knowledge of a lead's product preferences, budget, pain points, etc. Having contextual conversations shows the prospect that the sales rep understands their needs and situation, increasing the chance of closing the sale.
Marketing automation can help use contextualized data while still enabling sales team productivity. Behavioral progressive profiling is the process of learning more about prospects and leads based on their interactions, allowing businesses to evaluate where in the buying journey they are. With the right conversations at the right time, businesses can stand out and show their potential customers that they care and understand them.
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How to Use Marketing Automation to Create Contextual Sales Conversations
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Most salespeople are required to learn sales scripts before contacting prospects. And to ensure all the information is conveyed exactly as the company prefers, they're discouraged from adding anything to the script. Basically, they're hired to be human commercials. No wonder it doesn't work.