Getting a contract signed isn’t always as easy as it sounds. You probably have a pretty good idea of what role needs to make the decision to buy your specific product. For example, reps at XANT know they probably need to get to the CSO or CRO because our product helps sales teams to increase revenue.
But then what? You know who to talk to, but what do they care about? What motivates them? What keeps them up at night?
Sales and marketing teams put together what is known as a “buyer persona,” which includes their best guesses at the answers to these questions. Usually this is based on current customers or what they know about the person in that position in their own company.
The problem with that is that their sample size is too small. There’s so much variability from person to person even in the same role, so you need a huge sample size to account for this. Fortunately, mPath Discovery, a strategic partner of InsideSales, has solved this problem. They’ve developed an algorithm to crawl the web and detect insights from millions of online interactions and analyze what is most important for different buyer personas.
Data-driven sales insights
This table presents the most important concern of each of the buyer personas examined by InsideSales and mPath Discovery in our study called “Digital Sociology: A Science and Discipline for Gathering Intelligence on Target Prospects and Buyers.”
You’ll notice that CMOs, EVPs, and VPs of marketing are most concerned with customer intelligence, while leaders in the finance vertical are more interested in quality assurance and aligning with regulatory factors. Some of these are common sense — sales leaders want bigger deals and marketing leaders want to know their potential customers better, but it’s crucial to confirm this through data.
This obviously doesn’t give a complete 360-degree view of every client you’ll ever sell to, but it’s a good starting point.
For a more in-depth analysis, check out our full study here.
To hear a podcast about this topic, check out the Sales Acceleration Show here.