Trends Report

Brief: Turn B2B Buyer And Seller Data Into Insights

Behavioral Data Enhances Interactions And Productivity

August 23rd, 2016
MP
Mary Shea, PhD
With contributors:
Peter O'Neill , Allison Snow , Steven Wright , Jacob Milender , Andrew Reese

Summary

There is a wealth of sales enablement tools available to business-to-business (B2B) marketers today — and many ways to collect, sort, analyze, and act on buyer and seller behavioral data. The abundance of relevant data helps bolster more contextual interactions between buyers and sellers, but if not managed properly, that can lead to information overload for both. This brief highlights ways B2B marketers can best arm their sales forces with the right data at the right time to increase productivity, deliver high-quality interactions, and accelerate deal progression.

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