Try to recall your first sales job. For me, it was somewhere between the post phone book and payphone era and the sales tech revolution where we are today. Sure, we had salesforce.com, cell phones, and email but we also had those huge window GPS devices that got you lost all the time. We leveraged mailers as a primary source of business development. Yes, handwritten, signed, sealed, stamped, and mailed out to prospects. I still to this day wonder how many were opened. It was the best of times, it was the worst of times.
BizDev and sales have come a long, long way. For one, the proliferation of sales engagement tools like Outreach and Salesloft have virtually eliminated the need to send physical mail altogether. Fast forward even further and we have email automation, sales intelligence with buyer intent data, gifting platforms, readiness tools, content management, e-signatures, the list goes on and on. We are truly in the golden age of b2b sales.
Yet to this day, some of the most valuable insights a seller can receive from all of the technological advancements in how their buyers are behaving when the zoom ends. How are they engaging with the resources emailed as a follow-up and when questions arise? Who else have they looped into the project? Do they prefer video or text to continue their exploration of your solutions? How much time have they spent engaging with provided sales content?
Yet so many sellers these days are still linking to websites, copying and pasting images, and attaching files to their emails...all the black holes of a sales process. No visibility, no tracking, and no notification.
Companies these days have integrated most of their revenue insights with artificial intelligence and interactive tools. Today’s best sales teams have also applied technology to sales content and resources used during the sales process. The best sellers have eliminated disjointed resources floating around in multiple emails that buyers struggle to organize and find among the multiple meetings, vendors, and complex internal buying process. This is what we call sales content tracking, and it is drastically changing the modern sales industry.
What is Sales Content Tracking?
Sales content tracking refers to the enhancement of taking all of the necessary sales resources and illuminating engagement. Via analytical tools, content tracking creates a google-analytics-like type suite of data points valuable for individual sellers, managers, and marketers alike.
Consider a standard attachment that businesses send along with their emails. No matter how comprehensive the attachment is, it's still of no actual use in modern sales/marketing techniques — unless it's armed with real-time analytical tools. By combining these features with a simple attachment, businesses can enhance their b2b selling as well as carry out effective selling with their clientele.
How Does Sales Content Tracking Work?
Sales Content tracking allows businesses and sales teams to gain visibility into how far the resources used to sell reach through a sales funnel. The first step is to stop sending attachments and start providing links to sales content using a microsite or digital sales room. This technology tracks the path of sales content in several ways, such as the number of viewers, the length of the document that people read, and how many people simply ignored the document.
Previously, there was no way to figure out how much a document or resource had been noticed or opened by the intended recipients. Once you sent an attachment, it was sent into the oblivion of the internet. Your job was done, and all you could do was wait for a turnout from at least a fraction of the targeted audience.
Now, you can always keep tabs on who has accessed the document, when, where, why, and how often. You also have access to the document so you can add collaborators or make real-time changes to the document.
Benefits of Sales Content Tracking for Sales
With sales content tracking, sellers get countless opportunities to analyze and improve their sales strategies. Here's how content tracking helps:
One of the most fundamental reasons why content tracking works like a charm is that it helps keep your resources organized and recorded. Unlike individual files on your desktop, the content management and tracking option can help you keep a record of the content that has been made, disbursed, and is receiving feedback from its viewers. Not only is this record automation accurate, but it also saves time and effort.
Suppose you have a longer sales process with multiple stakeholders. Surely not every stakeholder will be present for each scheduled call, so how you sell between calls with documents and resources are critical to your success. Reaching your stakeholders and evaluation team asynchronously is very important in today’s climate; however, you must keep the resources digestible. Digital Sales Rooms consolidate all of your resources into one link and track each resource along the way.
Improving Sales Strategies
Another invaluable benefit is that businesses and sales teams can figure out how different sales pitches impact the outcome. Different wording, different formatting, and different segmentations result in entirely different feedbacks. With content tracking and analytics, it is possible to make changes to the content and observe their real-time effects!
With the infinite amount of sales tech solutions available in the market, sales content tracking enables you with instant and reliable information for your entire customer base. Also, it allows you to track timely customer feedback to iterate and win more deals.