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4 min read

InlineInsight joins the HubSpot App Marketplace

By Ari Heino on Mar, 2021

InlineInsight Predictive Scoring solution is now listed in the HubSpot App Marketplace. HubSpot App Partners are independent software vendors who have built an integration with HubSpot and been accepted to the App Marketplace.

Topics: English
7 min read

How to use firmographic data like a pro

By Ari Heino on Feb, 2021

Improving the effectiveness of your sales can be divided into four actions: Increase the number of sales opportunities, drive up your average deal size, optimize your sales win rate, and shorten the length of your sales cycle. 

Using firmographic data together with predictive scoring is a perfect way to start check boxing these actions and feeding your sales pipeline with a sizeable number of good, quality prospects.  

Topics: English
8 min read

4 effective ways how data can boost B2B customer acquisition​

By Ari Heino on Dec, 2020

Many B2B organizations have scattered data that fails to provide any actionable insights to sales teams. In 2020, sales teams cannot function or make decisions based on gut-feeling or guesswork. And data is the only way to provide sales teams with the kind of analytics that are needed. 

Topics: English
6 min read

3 common problems of sales and marketing alignment – and how they can be hacked by data-analytics

By Ari Heino on Oct, 2020

All key elements of a positive buyer experience rely on a constructive relationship between marketing content and sales success. Put simply: alignment.

Why sales and marketing alignment is important

Marketing is often considered a long-term game, setting a foundation for a strong brand and generating marketing qualified leads. Salespeople, on the other hand, are looking to meet their sales quotas and to help prospects to solve problems. The sales team wants to know what marketing team can do for them  now, so that they can make the sale today.

What makes a positive buying experience from the perspective of a customer?

First, a salesperson should display a clear understanding of who the buyer is and what their needs are, whether this is done through a live presentation or via content shared online. In other words, the salesperson should recognize the paint points and introduce solutions that are highly relevant to that certain prospect. 

Second, the seller has to make the value proposition clear. In other words, communicate how your organization’s solution solves the buyer’s unique problems. This value proposition should be consistent from one interaction to another. 

Every interaction, whether with a salesperson or through digital channels, should also feel simple and streamlined. The journey a lead takes must feel natural and reasonable in order to keep their attention as you move them through the funnel.

All key elements of a positive buyer experience rely on a constructive relationship between marketing content and sales success. Put simply: alignment. In order to have a truly coordinated sales and marketing team, everything must be synchronized, including goals, roles, systems and technologies.

3 common problems of sales and marketing alignment

1. "We need to align our marketing strategy with our sales strategy". 

Sales and marketing alignment is vital for both organizational success and spirit. Sales and marketing teams should have shared goals and regular meetings to keep track of the shared goals and communicate freely about workflow, obstacles, and wins.

2. “Our sales team isn’t doing anything with the leads marketing is sending them"

According to research from Marketosales ignores up to 80% of marketing leads, instead spending half their time on unproductive prospecting. Since sales has prospects to recycle, they’ll spend their time focused on older leads if marketing isn’t providing fresh and ready-to-buy leads. 

3. "We need to ensure our sales team is focusing on the right sales cases” 

A good size business may have hundreds of sales deals in their CRM pipeline. Imagine if your sales reps went through each deal simply based on intuition or in the order assigned. Without being able to spot hot deals from the cold deals, time and energy are lost, and viable opportunities are overlooked because they weren’t prioritized. 

How data-analytics can improve sales and marketing alignment 

Data-analytics serve as a gateway between sales and marketing and can support alignment success when implemented properly.  

Setting the common goals for sales and marketing is only the first part of the common strategy. Keeping track of the shared KPIs in all digital channels is vital to success. A good enabler platform is integrated to all main channels and keeps track of you cross-functional activities during the entire buyer journey from marketing to sales.  

Marketing wants high engagement with content; sales wants to close deals as quickly as possible. But the ultimate objective is the same: generating more revenue. 

Predictive Lead Scoring can be utilized to ensure that leads are only delivered from marketing to sales when ready to buy. Elements used in scoring are typically related to content engagement and firmographics to ensure a good match between your offer and prospects. 

Predictive Deal Scoring, further up in the pipeline, looks at data points from the sales CRM and is used to predict likelihood of success of each deal in the sales pipeline ensuring that the sales team focuses on winning cases which then creates more velocity to sales cycle and ultimately more revenue. 

Full-funnel analytics as a tool for marketing and sales alignment

InlineInsight is a sales and marketing alignment platform that increases business performance. The platform capabilities include a full-funnel analytics that pulls together your sales and marketing data and lets you analyze your customers' actions from the first touchpoint to a closed deal.

This will help the sales and marketing teams to aim for the same goal - generating more revenue. Read more about the solution here. 

Topics: English
3 min read

Kuinka myynti ja markkinointi lähentyvät analytiikan avulla, osa 2

By Samuli Ropponen on Feb, 2020

Blogisarjan ensimmäisessä osassa kerroimme, kuinka markkinoinnin mittaristo saadaan paremmin tukemaan myyntiä. Kun tavoitteet ja niitä tukevat mittarit ovat selvillä, tarvitaan myynnin ja markkinoinnin yhteinen sopimus siitä, kuinka niitä hyödyntämällä päästään yhteisiin tavoitteisiin.
Topics: Finnish
3 min read

Kuinka myynti ja markkinointi lähentyvät analytiikan avulla, osa 1

By Samuli Ropponen on Dec, 2019

Myynnin ja markkinoinnin yhteistyö on tutkitusti (esim. Aberdeen Group) merkittävä yrityksen tulokseen vaikuttava tekijä. Monesti yhteistyö ei kuitenkaan toimi, sillä toimintoja johdetaan erikseen, erilaisilla mittareilla ja eri tavoitteisiin pohjautuen. 

Topics: Finnish
3 min read

Verkkokaupan analytiikka myyntisuppilon eri vaiheissa

By Timo Veirto on Apr, 2019

Tehokkaan verkkokauppamarkkinoinnin seinä nousee usein pystyyn, kun ymmärretään datan tärkeys, mutta ei kyetä hyödyntämään sitä tehokkaasti. Ongelmaksi muodostuu loputon datan määrä ja sen pirstaloituneisuus mm. verkkokaupan omaan järjestelmään, Google Analyticsiin sekä eri mainosalustoille.

Topics: Finnish
2 min read

Kuinka digimarkkinoinnin raportointi optimoidaan?

By Samuli Ropponen on Jan, 2019

Jos edelleen kaivat kaikki markkinoinnin tulokset monesta paikasta, yhdistät ne exceliin, josta kokoat kk-raportin powerpointtiin, voi olla että aikasi ei enää riitä analysointiin ennen kuin luvut pitääkin jo lähettää eteenpäin. Voi myös olla, että toimari haluaakin luvut jo tänään.

Topics: Finnish
3 min read

Forecasting sales with times series modeling

By Arun Balakrishnan on Sep, 2017

Observing data over time is time series. Predicting that data in future is time series modelling. Unlike the regular prediction, this is slightly different because of the chronology in the data.

Topics: English