Technology to Close More Sales

Leading the marketing team for a technology developer has some interesting advantages. First, it’s much easier to convince management that good technology is essential for doing a good job. They already know this is true.

Then, it’s up to the marketer to show management the ROI.

In our work, we see several places where good technology is essential. As a B2B marketing team, it’s our job to deliver the right information to prospective buyers, often times requiring a tailor-made approach to solve for their specific needs.

This can make the sales process challenging. The right technology can help. Here are three ways.

Finding and tracking the right group of prospects

Marketing to the wrong prospects, especially when you have a high-priced item to sell and a long sales cycle, is just wasting money. By leveraging advanced tools and platforms, businesses can enhance their marketing strategies, improve targeting, and increase the efficiency of their campaigns.

Data analytics tools allow marketers to analyze vast amounts of data from various sources, including social media, websites, and customer databases. These insights enable marketers to identify patterns, preferences, and trends among their target audience. By understanding these aspects, businesses can tailor their marketing messages and campaigns to appeal directly to the interests and needs of their prospects.

Predictive modeling uses statistical techniques and machine learning algorithms to forecast future behavior based on historical data. Marketers can predict which prospects are most likely to convert into customers by analyzing past interactions, purchasing history, and engagement levels. This capability helps in prioritizing leads and focusing efforts on those with the highest potential return.

Creating more content that is targeted to our prospects’ needs

Account-Based Marketing (ABM) Platforms enable marketers to target specific accounts or companies with personalized campaigns. By focusing resources on high-value prospects, businesses can create highly customized experiences that resonate with decision-makers, increasing the likelihood of conversion.

But you still need the right content.

Social media monitoring tools track mentions of your brand, competitors, and industry-related terms across various platforms. This real-time insight into public sentiment and trends allows marketers to adjust their strategies promptly, engage with prospects directly, and address any concerns or questions that may arise. It also tells you what information your prospects are seeking.

Search Engine Optimization (SEO) and Search Engine Marketing (SEM) tools help marketers improve their online visibility and attract more qualified traffic to their websites. By analyzing keywords, backlinks, and competitor performance, businesses can optimize their content and ad campaigns to rank higher in search engine results for terms relevant to their target audience.

Making it easier for our prospects to get cost and ROI information

Customer Relationship Management (CRM) Systems provide a centralized platform for tracking interactions with prospects and customers throughout their lifecycle. These systems can record every touchpoint, from initial contact through post-sale support, enabling marketers to gain a comprehensive view of the customer journey. By analyzing this data, marketers can identify opportunities for upselling, cross-selling, and improving customer retention.

One of the most exciting aspects of these new technologies is that they can help marketers make it easier for their prospects to find the information they need on their own. Every buyer has unique needs and if your technology allows them to get customized quotes for the products they need, you’ll get more attention.

Ultimately, the technology you need to run an efficient marketing department is the simplest possible tech stack that helps usher your prospects through their unique buyers’ journeys to the table to close the deal.

By Alison Flaig, Head of Marketing at Mortgage Cadence 

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Media Contacts

Mortgage Cadence: 
Alison Flaig 
Head of Marketing 
(919) 906-9738